Create your first post-purchase survey

Choose one learning goal

Decide what you want to learn before choosing a question type. Discovery source, purchase motivation and hesitation are different research goals. Start with the one that would change your next decision.

For discovery, ask how someone first heard about the brand. For motivation, ask what made them decide to buy today. For hesitation, ask what almost stopped them. Avoid putting a suggested answer into the question.

Make the survey easy to complete

Build a short survey in Adverfly and preview it on a small screen. Use clear response options and an open answer where customers need room to explain. Check the trigger on the actual customer journey and submit a test response.

• Keep each question about a single subject.
• Check that repeat customers can give a meaningful answer.
• Confirm the survey appears at the intended moment and on the intended domain.

Review responses in context

Look at response count, response rate and the period before comparing answers. Survey respondents are a subset of buyers, and recalled discovery sources can differ from tracked touchpoints.

Record the most useful themes and one action for the coming week. If customers repeatedly mention a specific use occasion, test that occasion in a brief or landing page and record what happened.