Survey · Marketing
Path to purchase survey template
Anchored on one recent purchase, so customers describe what they actually did rather than what they usually do. People who seriously considered a competitor are asked what tipped them your way, and everyone ranks the factors that decided it.
Try it live
Try it as a respondent
Every question, and where it leads
The conversation
What a respondent is asked, in order.
Thanks for your recent purchase! We'd love to hear how you got here. It's about three minutes.
What did you buy from us most recently?
What first made you start looking for it?
Where did you first come across us?
Where did you look for information before deciding? Pick all that apply.
From first looking to buying, how long did it take?
Did you seriously consider buying from someone else?
Who else were you considering, and what made you pick us in the end?
Put these in order of how much they mattered to your final decision.
Where did you complete the purchase?
How easy was it to find the information you needed to decide?
Was anything close to stopping you from buying?
Ends with
Thanks, that's really useful
The flow
Where each answer leads. Every route here is editable once the form is yours.
Short text
Single select
Single select
Multi select
Single select
Yes / No
Long text
Ranking
Single select
Opinion scale
Long text
What this template uses
- Short text
- Single select
- Multi select
- Yes / No
- Long text
- Ranking
- Opinion scale
- 1 branch
Questions to consider
- Which purchase should people answer about? Naming the product, or passing it in with the link, gives far more accurate answers.
- Do you sell online, in shops or both? Trim the channel options so every choice is one a customer could really have used.
- Which competitors would you like named? Leave the question open if you'd rather not put names in front of customers.
- How soon after purchase will you send it, so the decision is still fresh?
How to use the responses
Lay the answers out as a sequence: trigger, first contact, research, comparison, purchase. Look for the step where the most people say information was hard to find, and fix the content there first. Read the answers about competitors and hesitation together, since they tell you what your pages need to address before a buyer has to ask.
How to customize and share it
- 1Edit the discovery and research options to match the channels you actually market on.
- 2Add the product or order as a hidden field from your order email so the first question can be skipped or prefilled.
- 3Send the link within a week of purchase, in the order confirmation or a follow-up email.
Frequently asked questions
What is a path to purchase survey?
It asks recent buyers how they got from noticing a need to buying: what set it off, where they looked, what they compared and why they chose you.
When should I send a path to purchase survey?
Within a week or two of the purchase. After that, people remember the product better than the decision.
What is the difference between a path to purchase and a customer journey?
The path to purchase covers the steps up to buying. A customer journey also covers what happens afterwards, such as delivery, support and repeat purchases.
Should I ask people who didn't buy?
It helps, but it is a different survey. Buyers explain what worked; people who left explain what was missing.