31 In-App Survey Questions You Should Be Asking Your Users (Best Practices & Examples)

31 In-App Survey Questions You Should Be Asking Your Users (with Best Practices and Examples)

In-app survey questions can be one of the most effective tools when running product research. By learning directly from your customer base about how their experience with your product has been like, what their struggles are, and what problems they are trying to solve, the more insights you have at your hands to build an amazing product.

But crafting surveys is a bit of a work of art.

You don’t just trigger messages at random and you suddenly know what to work on next. You need to consider everything from the user’s journey to the context of the question being asked.

We’ve put together a quick guide for you, including best practices, desired outcomes, and examples of questions you must ask your users!

In-App Survey Questions TL;DR

  • In-app surveys help you with continuous product discovery and help you create better product experiences.
  • Define the purpose of the survey before you trigger it.
  • Don’t insert your own bias!
  • Put the focus on how you can solve problems for your users.
  • Consider your target audience and segmentation so you can craft questions based on their specific journey.

Benefits of In-App Survey Questions

I’m sure you’re asking yourself, why can’t I just send a survey via email?

Here’s the thing – sending a survey may get you some results, but you’re not targeting your users where they’re at while their mind is fresh with their most recent experience.

Triggering microsurveys in-app can bring you and your team a wealth of knowledge and insights from your customer base, including:

  • Targeted user feedback
  • Higher response rates
  • Faster feedback loop
  • Continuous product discovery

As a result, the feedback collected becomes more actionable and useful for product teams to work with, creating a continuous product discovery process and optimizing the feedback loop.

Of course, there’s the “it depends” caveat (yes, I went there).

It depends on what information you’re asking for and what the purpose of the survey is. Rule of thumb however, if you want to know about the experience your users are having with your product, the best place to reach them is there. If you’re looking to understand why someone isn’t logging in, clearly this isn’t the right option for you.

The key part here is that asking the right questions will enable your team to understand where potential problems are.

In-app survey questions are not there to replace conversations, but they do prepare your team with improved awareness of how they might approach a problem, and even how they might run usability testing sessions.

Best Practices for In-App Survey Questions

#1 Define Purpose

Before you get started, it’s important to outline what the purpose of the in-app survey is. If you can identify the problem you’re trying to solve, it’ll help frame how your questions are written out.

  • What is the goal of the survey?
  • What are you trying to learn, and what will you do with what you learn?
  • What is the outcome you’re hoping to get from this exercise?

#2 Wording Matters

How you word your questions is incredibly important. The key thing here is to watch out for inadvertent favoritism.

Don’t insert your own bias by setting it up in a way where you expect a positive or negative answer (ie, “Were you frustrated using this?” implies you expect frustration. Instead ask, “Did you accomplish your goal?”)

Product research isn’t done to help you validate your own bias, it’s there to help you invalidate everything you think you know about the problem so you can find the best solution possible.

When writing questions and their respective instructions, it’s also important to keep sentences short and concise. People already have the knack of skim reading, so the longer or more complicated the question, the less value you’ll get out of it.

#3 Open vs Closed-Ended In-App Survey Questions

open close in-app survey
open close in-app survey

There is no right or wrong when it comes to choosing open or closed-ended questions. The difference here is whether you’re looking for qualitative or quantitative feedback.

Open-ended questions are those that focus on allowing the user to describe something in their own words. The benefit of this is you get to understand first-hand what the experience is like, and may even discover other possibilities for potential problems to solve you weren’t even looking for.

Closed-ended questions are those that provide pre-defined options such as:

  • 1-10 scales
  • Single choice
  • Multiple choice
  • Rank order

These types of questions help you understand benchmarks and trends, which are helpful when running surveys over time.


Where possible, try to avoid yes/no answers, but if you do, remember to ask why (and what, which, how, describe to get more qualitative feedback beyond just ‘yes’ or ‘no’.) This ensures you’re digging deeper and not getting lost just on what the data alone is telling you, but what the customer is telling you.

#4 Target Audience and Segmentation

In order to get the most out of product research you need to understand who it is you’re targeting.

User segmentation will give you more precise insight into how different users interact with your app, whether it be based on role, status, or where in their own customer journey they’re at. You can leverage custom events to show specific questions only to the part of the audience who has engaged with a specific feature of your app:

NPS Survey Userpilot
NPS Survey Userpilot

These different perspectives will help you both craft more precise and useful questions, as well as give you insights from multiple points of view. Who you’re building things for matters, and this is where understanding your user personas become invaluable.

And what’s more, these in-app survey questions aren’t just for the benefit of product teams.

  • Product teams can optimize personas and user journeys for a more personalized experience.
  • Success teams can get to know their customers and set them up for growth.
  • Marketing have better insight into how to craft conversations with target audiences, verticals and industries.
  • Sales teams can qualify leads better before they purchase, and make sure there’s a proper product-customer fit.
In-App survey created with Userpilot
In-App Survey created with Userpilot

#5 Testing In-App Survey Questions

I’m a fan of “always be testing.”

If you’re not quite sure how people might respond to your surveys, run a quick test with a small sample first.

Whether this be a segment of your users, community, or even your internal team, running a sample batch will help you assess if you’re setting this up for success and really getting the answers you need.

Testing can only help you optimize the survey so you can get the most out of it.

Build → Measure → Learn (and repeat!)

#6 Focus on the Customer

If you really want to get the most out of in-app survey questions, place the focus on the customer, not on your product.

Think of it this way: the most successful products solve an actual problem.

If you want to know where those problems are and how best to solve them, focus on what motivates the user to engage with your product, not on what they can do for your product.

A classic example of this are the questions “why did you buy our product?” or the classic “would you recommend us to a friend?”

These types of questions put the onus on what the user can do for you, instead of what you can do for the user.

A few ways to change the conversation would be like this:

  • What do you hope to accomplish by introducing our tool to your process?
  • What is the main outcome you wish to see with our product?
  • How has your experience with our tool been so far?
quote by c Todd Lombardo in-app surveys
Quote by C.Todd Lombardo Regarding In-App Surveys

Examples of Good In-App Survey Questions

As we’ve seen, triggering in-app survey questions can provide insights for a variety of different teams and help you find areas of improvement for your product.

To make this list a bit more digestible, I thought it’d be handy to divide this based on purpose.

Customer In-App Survey Questions

Ask these questions at the beginning of the user journey (e.g. in the welcome screen) to elicit information about your user’s persona, so you can customize their in-app experience to their role, goals, Job-To-Be-Done, and use case.

userpilot welcome screen in-app survey
Welcome Screen In-app Survey Question
  • What is your role in your company?
  • What will you be using the product mainly for?
  • What ‘job’ are you primarily ‘hiring’ our product to do for you?
  • What do you want to achieve with our app?
  • Will you be using this product alone or as a part of a team?
Kontentino welcome screen in-app survey
Kontentino welcome screen in-app survey
  • Have you used a similar product before is it the first time you’re using X (e.g. an email marketing tool)?
  • Are you moving from another tool? Which one?
convertkit in-app survey
Convertkit In-app Survey

Product/UX In-App Survey Questions

Ask these questions to elicit general product feedback:

  • Is there anything you feel our product could do better?
  • How satisfied are you with the performance/stability of our product? (scale)
  • We are looking to solve [problem x] – how would solving this problem with our product be helpful for you?
  • How would you rate the usefulness of our product? (scale)
  • How does this design make you feel? (multiple choice + text field)
  • How easy was it to complete task x? (scale)

Ask these questions to elicit feedback on specific feature/ product launches:

  • How does this feature solve your problem/help accomplish your goals? Why or why not?
  • Were you able to reach the desired outcome with our product/feature? Why or why not?

Market Research In-App Survey Questions

  • What price would you be willing to pay for our product? (multiple choice)
  • How clear do you find our pricing? (scale)
  • How would you rate the product’s value for money? (scale)
  • If the pricing were to change, would you be happy to pay more? Why or why not?

Support In-App Survey Questions

  • Did you find what you were looking for?
  • How satisfied were you with our service? (scale)
  • How would you rate our service? (scale)
  • What is your preferred type of communication method? (choice-based)

Customer Success In-App Survey Questions

  • How has your experience with our product been in the last x months? (scale)
  • If you had the option to renew your contract would you? Why or why not?
  • Since you purchased, what has been the biggest benefit you’ve seen?
  • What are you working on this week, and how can we help make this a success?

Sales In-App Survey Questions

  • What questions can we answer for you before you can complete your purchase?
  • Is there anything preventing you from buying at this point?
  • What problem are you hoping to solve by introducing our tool to your process?
  • Are you considering any other options at this time?

Major thanks to C.Todd Lombardo, Sean Smith, and Todd Saulle for their input on these questions!

How Userpilot Can Help With Your In-App Surveys

If you’re looking for a quick and easy way to implement various types of microsurveys and experiences for your product, look no further.

Userpilot was designed for you.

Added to complement your existing UX, Userpilot allows you to trigger those items swiftly without any code. This means you don’t need to wait for your design or development teams to help you, it’s all at your fingertips!

It’s easy as 1, 2, 3:

  1. Create engagement type
  2. Gather responses
  3. Learn, iterate, and build better product experiences
In-app survey created with Userpilot
A Quick In-app Survey Created with Userpilot

👀 Ready to learn more? Book a demo with an expert today!

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