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.