Conversion & Friction Survey Questions for Shopify brands

Use these conversion and friction survey questions to understand why customers didn’t buy, where they experienced friction, and what caused hesitation or drop-off. These questions are commonly used on-site or in post-purchase surveys to identify blockers and improve conversion rates.

Reasons for not buying

• What stopped you from completing your purchase today?
• What was the main reason you didn’t buy?
• Was there anything that made you hesitate before purchasing?
• What nearly stopped you from buying from us?

Website and usability friction

• Did you experience any issues while browsing our website?
• Was anything confusing or unclear on the site?
• Did you find it easy to find what you were looking for?
• Was there any information missing that you needed?

Checkout and payment issues

• Did you experience any issues during checkout?
• Was the checkout process clear and easy to complete?
• Were your preferred payment methods available?
• Was anything unexpected shown at checkout?

Pricing, shipping, and costs

• Did pricing affect your decision not to buy?
• Were shipping costs or delivery times a concern?
• Did the total cost meet your expectations?
• Was anything more expensive than you expected?

Trust and confidence barriers

• Did you have any trust concerns before purchasing?
• Was there anything that made you unsure about buying from us?
• Did you feel confident in our brand and product?
• What information would have helped you feel more confident?

Comparison and alternatives

• Did you consider buying from another brand instead?
• What made another option more appealing?
• What did another brand do better?
• What could we have done to win your purchase?

Open-ended friction insights

• In your own words, what prevented you from buying today?
• What could we improve to make purchasing easier?
• What should we fix to improve the buying experience?