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For Shopify store owners, surveys are an invaluable tool to gather valuable insights into customer preferences, improve the shopping experience, and ultimately drive higher conversion rates. Whether you're using pre-purchase pop-ups, post-purchase surveys, or interactive product quizzes, understanding the terminology behind survey metrics and methods is key to making data-driven decisions that impact both new and loyal customers. This Shopify Survey Glossary is designed to demystify the language around surveys, providing clear definitions to empower you in optimizing your marketing efforts and enhancing customer satisfaction.
In addition to general survey terms, we’ve also included Gojiberry-specific definitions to help you get the most out of our platform's unique features. Whether you’re new to surveys or a seasoned pro, this glossary will be a valuable resource as you set up, analyze, and leverage your Shopify surveys to collect actionable insights that can refine your marketing campaigns and strengthen your customer base.
1. Shopify Survey
A Shopify survey is a tool integrated with Shopify stores to gather customer feedback. Shopify surveys can be displayed at various stages in the customer journey—before, during, or after a purchase—to collect valuable zero-party data directly from shoppers. Surveys help store owners better understand customer preferences, needs, and experiences to refine product offerings and enhance marketing strategies.
2. Survey Impressions
Survey impressions are counted every time a customer views a survey. This metric can indicate the reach of your survey and help you understand how many visitors are seeing it, even if they don't interact with it.
3. Response Rate
The response rate is the percentage of people who complete a survey out of the total number of people who saw it. This rate can help you gauge engagement levels and understand if your survey questions or format are resonating with your audience.
4. Completion Rate
Completion rate is the percentage of people who finish a survey after starting it. A high completion rate usually means that your survey is concise, engaging, and relevant to your audience.
5. Zero-Party Data
Zero-party data refers to information that customers intentionally share with a brand, such as survey responses, preferences, and purchase intentions. This type of data is highly valuable for personalized marketing efforts as it reflects the customer’s direct input rather than inferred information.
6. Pre-Purchase Survey
A pre-purchase survey appears before a customer completes a purchase. These surveys can capture valuable data on customer intent, preferences, and product expectations, helping brands tailor their offerings and marketing campaigns.
7. Post-Purchase Survey
A post-purchase survey is shown after a transaction is completed, usually on the thank-you or order status page. This type of survey is ideal for gathering feedback on the shopping experience and understanding customer satisfaction with products and services.
8. Product Quiz
A product quiz is an interactive tool that helps customers find the best products based on their preferences and needs. Often seen in beauty, fashion, and wellness stores, product quizzes improve the shopping experience by guiding users to the products that fit them best.
9. Net Promoter Score (NPS)
Net Promoter Score (NPS) measures customer loyalty by asking customers how likely they are to recommend a product or brand to others on a scale of 0 to 10. NPS surveys are popular for gauging overall customer satisfaction and brand sentiment.
10. Customer Satisfaction Score (CSAT)
The Customer Satisfaction Score (CSAT) is a metric used to measure customer satisfaction with a particular interaction, such as a purchase or customer service experience. CSAT surveys usually ask customers to rate their experience on a numerical scale from "Very Satisfied" to "Very Dissatisfied."
11. Open-Ended Question
An open-ended question allows respondents to answer in their own words, providing qualitative data. These questions are ideal for capturing detailed feedback and insights, though they can be more time-consuming to analyze.
12. Closed-Ended Question
A closed-ended question offers a set list of answers for respondents to choose from, such as multiple-choice or yes/no options. These questions make it easier to analyze data and quantify responses, helping brands gather actionable insights quickly.
13. Demographic Questions
Demographic questions are used to gather information about respondents’ characteristics, such as age, gender, location, and income. This data helps segment survey responses and understand trends among different groups in the customer base.
Looking for more sample survey questions? Check out 10 Best Survey Questions to Ask Your Customers – According to Our Survey Platform Data.
The Gojiberry Shopify Survey App also comes with 10+ handy templates that can help you launch a survey in 3 clicks. Start for free here.
14. Likert Scale
The Likert Scale is a type of numerical scale commonly used to measure attitudes or opinions. Respondents select a response from a range of values, typically from "Strongly Agree" to "Strongly Disagree."
15. Follow-Up Question
A follow-up question is a question that appears based on a previous answer, allowing for more depth and relevance in responses. This type of question can help uncover more specific actionable insights based on initial responses.
16. Location Survey
A location survey collects data about where the respondent is located or is conducted in a specific location. This can be useful for stores looking to understand regional differences or preferences among their potential customers.
17. Cross-Tabulation
Cross-tabulation is a method for analyzing the relationship between two or more variables by comparing their survey responses. It’s often used to segment data and uncover trends across different demographics.
18. Response Bias
Response bias occurs when survey responses are skewed due to factors like leading questions, social desirability, or survey design. Recognizing and mitigating response bias is important for obtaining accurate insights.
19. Survey Fatigue
Survey fatigue happens when respondents become tired or uninterested, often leading to lower completion rates and less accurate answers. Keeping surveys short and engaging can help reduce survey fatigue.
20. Skip Logic
Skip logic is a feature that allows the survey to change based on a respondent’s previous answers. This dynamic approach improves the user experience by only showing relevant questions.
21. Margin of Error
Margin of error is a measure of the statistical accuracy of survey results, showing the potential variation in responses. A smaller margin of error indicates greater confidence in the results. Use this handy Margin of Error Calculator to determine the statistical accuracy of your survey.
22. Confidence Level
The confidence level represents the likelihood that the survey results reflect the true views of the target population. A common confidence level in surveys is 95%, meaning there's a 95% chance that the results are accurate.
23. Respondent
A respondent is an individual who completes or participates in a survey. Tracking the number of respondents helps gauge the reach and representativeness of the survey data.
24. Survey Drop-Off
Survey drop-off refers to the point at which respondents abandon the survey. Identifying common drop-off points can help you improve the design and flow of your survey.
25. Validity
Validity is the extent to which a survey accurately measures what it intends to measure. High validity indicates that the survey questions are effectively capturing the desired data.
26. Reliability
Reliability refers to the consistency of survey results over time. A reliable survey produces stable and consistent responses, even if repeated under similar conditions.
27. Benchmarking
Benchmarking involves comparing your survey results to industry standards or past performance. It helps identify areas of improvement and measure progress over time.
28. Data Cleaning
Data cleaning is the process of reviewing and refining survey data by removing incomplete, inaccurate, or irrelevant responses to ensure accurate analysis.
29. Pilot Survey
A pilot survey is a small-scale test run of a survey conducted with a limited group of respondents to identify any issues before launching the full survey.
30. Random Sampling
Random sampling is a method of selecting survey participants at random to ensure a representative sample of the target audience, reducing sampling bias.
31. Attrition
Attrition refers to the loss of respondents as they progress through the survey. High attrition rates may indicate issues with survey length, complexity, or question relevance.
32. Funnel Analysis
Funnel analysis is a technique used to understand the stages at which respondents drop off. This analysis can help optimize survey flow and reduce abandonment rates.
33. Quota Sampling
Quota sampling involves selecting a set number of respondents from specific demographic groups to ensure a balanced and representative sample.
34. Rating Scale
A rating scale allows respondents to evaluate items on a gradient, such as from 1 to 5 or 1 to 10. It’s a useful format for measuring opinions or satisfaction levels.
35. Drop-Down Menu
A drop-down menu in surveys provides a list of selectable options. It’s commonly used for questions with a long list of choices to save space and streamline the respondent’s experience.
36. Ranking Question
A ranking question asks respondents to order items by preference or importance. This type of question is useful for understanding priorities and preferences.
37. Piping
Piping is a survey feature that allows data from previous answers to be inserted into subsequent questions. It creates a personalized experience, making the survey feel more tailored.
38. Fieldwork
Fieldwork refers to the process of collecting survey responses. It may involve various methods, including online distribution, face-to-face interviews, or phone surveys.
39. Weighting
Weighting adjusts survey data to correct for demographic imbalances. For example, if younger respondents are overrepresented, weighting can adjust results to better reflect the target population.
40. Social Desirability Bias
Social desirability bias occurs when respondents answer questions in a way that they believe will be viewed favorably by others. This bias can lead to inaccurate data, especially on sensitive topics.
Gojiberry Survey & Feedback
Gojiberry Survey & Feedback refers to the Shopify Survey & Quiz App offered by Gojiberry, specifically designed to help Shopify store owners gather zero-party data directly from their customers. With options for pre-purchase, post-purchase, and in-store pop-up surveys, as well as interactive product quizzes, Gojiberry enables brands to collect valuable customer insights at every stage of the customer journey. The platform is known for its seamless Shopify integration, beautiful design options to stay on brand, and advanced analytics to help store owners make data-driven decisions and enhance customer satisfaction.
1. Attributed Sales
Attributed sales represent the total value of orders associated with a specific Gojiberry survey, such as a post-purchase survey where customers use a coupon code provided in the survey. This metric helps you understand the direct revenue impact of your surveys.
2. Responses
Responses refer to the number of individual answers gathered across all live surveys in Gojiberry. This count helps gauge engagement and the volume of feedback you're receiving.
3. Starts
Starts are counted each time a survey is engaged with, specifically when a customer clicks at least one button to begin answering questions. This metric indicates initial interest in the survey.
4. Unique Users
Unique users represent the number of individual customers who view the survey. This metric is based on cookies saved in the customer’s browser, ensuring each user is counted only once regardless of how many times they see the survey.
5. Survey Impressions
In Gojiberry, survey impressions count every time a customer views the survey, even if they’ve seen it previously. This measure captures the total reach and visibility of your surveys.
6. Start Rate
Start rate is calculated by dividing the number of starts by survey impressions (Starts ÷ Survey Impressions). This metric helps you understand how compelling the survey is to your audience, showing what percentage of viewers choose to start it.
7. Completion Rate
Completion rate is determined by dividing the number of completed surveys by the number of starts (Completions ÷ Starts). It provides insight into how engaging or accessible the survey is once customers begin it.
1. In-Store Widget
The in-store widget allows you to display surveys as pop-ups on your Shopify store before a purchase. This pre-purchase survey option is great for collecting customer preferences and feedback at an early stage in the buyer’s journey. Note: The Gojiberry app embed must be enabled in your Shopify theme editor to display in-store widgets.
2. Thank You and Order Status Pages
These are post-purchase survey placements shown immediately after a customer completes a purchase. Using these pages for surveys is ideal for gathering insights on customer satisfaction and product experience. Note: Only one survey can be active at a time on these pages in Gojiberry.
3. Link / QR Code
You can distribute surveys via a direct link or a QR code, allowing you to share them through email, social media, or package inserts. This method is versatile and allows you to reach customers through various channels outside of your Shopify store. The survey status remains independent from the order status page.
Understanding survey terminology can make a world of difference in how you interpret data and make informed decisions to boost your conversion rates and grow your customer base. We hope this glossary has provided clarity and helped you navigate the essential terms in customer feedback and survey analysis. By familiarizing yourself with these terms, you'll be better prepared to design surveys that yield actionable insights and improve your marketing campaigns.
If our Glossary of Survey Terminology has been helpful to you, we encourage you to share it with a fellow Shopify store owner or drop us a line to let us know. And if you're ready to start gathering insightful data with beautifully designed, on-brand surveys, explore what Gojiberry has to offer. From customer satisfaction surveys to location surveys and beyond, Gojiberry provides versatile tools to capture meaningful feedback and make data-driven improvements to your marketing efforts.
By keeping this glossary on hand, you’ll be better equipped to unlock the full potential of your Shopify surveys, make data-driven decisions, and create a shopping experience that delights both new and loyal customers. Happy surveying!
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