This article will guide you on how to create an ecommerce shopper survey about reviews and ratings usefulness. If you want to collect feedback like a pro, Specific can help you build your survey in seconds—no expertise required.
Steps to create a survey for ecommerce shoppers about reviews and ratings usefulness
If you want to save time, just click this link to generate a survey with Specific. Here’s how simple it gets:
Tell what survey you want.
Done.
You honestly don’t need to read any further if you want results fast. Using AI, you’ll get a complete survey that automatically uses expert research practices—plus, it asks respondents smart followup questions in real time to reveal deeper insights.
Why a survey on reviews and ratings usefulness matters
If you care about the success of your ecommerce business, running shopper surveys about reviews and ratings usefulness isn’t optional—it’s strategic. Here’s why:
93% of consumers say that online reviews influenced their purchase decisions[1]. Without understanding exactly how reviews and ratings drive these decisions, you’ll miss out on conversion opportunities.
61% of those surveyed say ratings and reviews are ‘Very Important’ or “Absolutely Essential” when shopping online[2]. If you ignore this, you risk losing trust, credibility, and ultimately, sales.
Shoppers seek authenticity, relevance, and detailed information. If you’re not running these surveys, you’re flying blind—missing vital feedback that shapes buying decisions and loyalty. The importance of ecommerce shopper recognition surveys isn’t just about pleasing your visitors; it’s about turning browsers into customers and advocates.
Whether you want to optimize review display, get clarity on which aspects make reviews credible, or discover why shoppers skip over certain ratings, shopper feedback reveals it all. Some shoppers might actively filter reviews by star rating, while others might look for real photos or text depth—if you don’t ask, you don’t know, and that’s a massive missed opportunity.
What makes a good survey on reviews and ratings usefulness
To create a high-performing shopping survey, focus on:
Clear, unbiased questions that avoid leading language and encourage honest feedback
Conversational tone so it feels like a natural chat, making respondents feel comfortable sharing real thoughts
Questions that are specific—but open enough—to surface “why” and “how” behind user opinions
Bad practices | Good practices |
Pushy, biased language ("Don’t you agree this feature is useful?") | Neutral, open (“What makes a review helpful to you?”) |
Long, confusing questions | Short, natural language |
No context or followup | Conversational follow-ups for deeper insights |
The measure of a great survey is simple: you want both the quantity and quality of responses to be high. That’s what ultimately helps you act on the data—no guesswork, just clear insights.
What are question types with examples for ecommerce shopper survey about reviews and ratings usefulness
Every top-performing ecommerce shopper survey blends different question types to maximize detail and response quality.
Open-ended questions are best when you need depth, stories, or out-of-the-box views. Use them to uncover real motivations and nuanced feedback. For example:
What makes a review or rating most helpful when you’re deciding on a product?
Tell us about a time when a product review changed your mind—what stood out to you?
Single-select multiple-choice questions help you structure responses for easy analysis, while still letting people choose what matters most. Use them when you want a quick pulse or to segment audiences. Example:
What is the most important factor in a product review for you?
Star rating
Written explanation
Photos or videos from other shoppers
Reviewer’s experience matches mine
NPS (Net Promoter Score) question is powerful to track overall satisfaction and willingness to recommend based on their review experience. If you want an NPS survey tailored to ecommerce shoppers and review usefulness, generate one instantly. Example:
On a scale from 0-10, how likely are you to recommend shopping at our store to a friend, based on the usefulness of our product reviews and ratings?
Followup questions to uncover "the why": Here’s where magic happens. Followups dig past the surface and clarify unclear feedback automatically. For example:
What could make the reviews more trustworthy for you?
When you skip a product with a low-rated review, what’s usually the reason?
Curious for more? Dive deeper in our article with best questions for ecommerce shopper surveys about reviews and ratings usefulness—we cover phrasing, tone, and tips for making every question better and more insightful.
What is a conversational survey
Conversational surveys replace stiff, form-like surveys with a dynamic, chat-style approach. Instead of bland checklists, your respondents enter a guided exchange, where the AI not only asks the initial question but adapts in real-time based on the answers—this is the big leap that Specific brings with its AI survey generator.
Manual surveys | AI-generated conversational surveys |
Static forms, no followups | Smart followups, natural flow |
One-size-fits-all questions | Customized in real-time |
Time-consuming to build | Created in seconds by AI |
Dull respondent experience | Engaging, chat-like interaction |
Why use AI for ecommerce shopper surveys? With AI-powered survey builders, you skip the grunt work—no more drafting, rewording, or logic trees. The survey adapts and probes like an expert interviewer would. You can launch a truly engaging AI survey example in seconds, boosting both response rates and depth. Plus, Specific offers a best-in-class user experience for conversational surveys, making it easy for respondents (and you) to get what you need with no friction at all.
If you want to get more hands-on tips, see our in-depth guide on how to create and analyze ecommerce shopper surveys on reviews and ratings usefulness.
The power of follow-up questions
Automated follow-ups are where Specific stretches beyond standard surveys. As explained in our feature deep dive (automatic AI followup questions), smart follow-ups probe based on the previous answer, uncovering motivation, blockers, and context—not just “what,” but “why.” This is critical for understanding real ecommerce shopper sentiment.
Shopper: I usually don’t trust reviews.
AI follow-up: Can you tell me what makes you doubt the reviews you see? Is it the wording, the star ratings, or something else?
How many followups to ask? Typically, 2-3 are enough. You want depth, but don’t want to overwhelm. With Specific, you can set the AI to move to the next question once you have the info you need—no wasted time for you or your respondent.
This makes it a conversational survey: Each exchange is interactive, just like a real conversation. This not only lifts the quality of your data but boosts survey completion rates too.
Open-ended feedback can be daunting, but with Specific’s AI survey response analysis, it’s actually easy to process, cluster, and summarize even the messiest text answers. AI will find patterns you’d miss by hand and lets you chat with your data for instant analysis.
Follow-up questions are almost a secret weapon—people are often surprised at how much more they learn. Try generating a survey and experience just how much more context you get, instantly.
See this reviews and ratings usefulness survey example now
See how a conversational survey unlocks shopper insights in real time—complete with smart followups, instant analysis, and a genuinely pleasant user experience. Create your own survey and turn shopper feedback into genuine business intelligence within minutes.