How much effort did it take to complete your purchase? Product Survey Question
Understand how friction impacts your checkout conversion rate and identify process improvements that directly increase completed transactions.
Question type
Rating scale 1-7
Primary metric
Answer scale variations
| Style | Options |
|---|---|
| Typical choice | Very difficult Difficult Somewhat difficult Neutral Somewhat easy Easy Very easy |
| Process-focused | Extremely complicated Complicated Somewhat complicated Neither simple nor complicated Somewhat simple Simple Extremely simple |
| Time-based | Took far too long Took too long Took somewhat long Took reasonable time Was somewhat quick Was quick Was very quick |
| Friction-focused | Many obstacles Several obstacles Some obstacles A few obstacles Minimal obstacles Almost no obstacles No obstacles |
Follow-Up Questions
Understanding why customers found the purchase process easy or difficult helps you identify specific friction points and opportunities to streamline the experience. These follow-ups capture the context behind effort scores, revealing whether issues stem from technical problems, confusing navigation, or missing information.
This open-ended question captures the specific pain points or delights customers experienced, giving you actionable insights about where to focus improvements in your checkout flow.
Categorizing friction by stage helps you prioritize which part of the funnel needs attention first, whether it's product discovery, pricing clarity, or checkout mechanics.
This forward-looking question uncovers missing capabilities or information that would reduce effort, helping you build your improvement roadmap based on actual customer needs.
When to Use This Question
SaaS Products: Deploy immediately after trial-to-paid conversion via in-app modal or follow-up email within 2 hours, catching the experience while fresh and identifying friction points that nearly prevented conversion—critical for optimizing your signup flow where 87% of SaaS companies report losing prospects.
E-commerce: Trigger within 24 hours of completed checkout through transactional email or post-purchase confirmation page, revealing checkout friction that drives 69% cart abandonment rate—use responses to prioritize which payment options, form fields, or shipping calculators need immediate attention.
Mobile Apps: Launch after first successful in-app purchase via native prompt on confirmation screen, capturing effort perception during the critical first transaction where payment friction causes 40% of users to abandon and never return—essential for optimizing your payment SDK integration.
Web Apps: Display immediately following account setup completion through slide-in survey on dashboard, measuring onboarding friction during the make-or-break first session when 60% of new users decide whether to continue—responses directly inform which setup steps to simplify or automate.
Digital Products: Send within 6 hours of download or access via email with single-click rating, assessing purchase effort while the experience remains vivid and before product usage satisfaction clouds their memory—particularly valuable for checkout flows with multiple authentication steps or license key delivery systems where technical friction often hides in plain sight.
Related Questions
- How easy was it to complete your task?
- How easy was it to get your issue resolved?
- How easy was it to find what you needed?
- How simple was the onboarding process?
- How easy was it to import your data?
- How easy was it to set up your account?
- How simple was it to integrate with your tools?
- How easy was it to customize your dashboard?
- How much effort did it take to invite your team?
- How easy was it to export your data?
- How easy was it to change your plan?
- How much effort did it take to learn the product?
- How easy was it to get started?
- How much effort did it take to understand the analytics?
- How easy was it to configure the settings?
- How easy was it to migrate from your previous tool?
- How easy was it to use our product?
- How easy was it to contact us when you needed help?
- How easy was it to understand our instructions or documentation?
- How easy was it to find what you were looking for?
- How easy was it to reach our customer support team?
- How easy was it to get your issue resolved by our support team?