Not just questions. A complete playbook.

12 expert-crafted survey templates built from hundreds of A/B tests, usability research, and web audits. Each template tells you exactly what to ask, when to trigger it, and what to do when the answers come back.

What makes these templates different

Any tool lets you write survey questions. Only Selge tells you what to do with the answers.

The questions

Tested, refined, deliberately ordered. Not generic templates copied from a blog post.

When to trigger

Which page, what trigger, what visitor behavior. Pre-configured so you just activate.

How to read results

What good and bad looks like. Specific benchmarks. Patterns to watch for.

What to do next

Concrete actions based on common answer patterns. Not just data - decisions.

Category 1 of 4

Conversion & CRO

Understand why visitors don't convert and what would change their mind.

Why didn't you sign up?

3 questions

Analytics tells you where they drop off. This tells you why — in their own words.

Trigger: Exit intent

Best on: Pricing / signup page

The questions

1.What stopped you from signing up today?

2.What would have made you sign up?

3.How clear was our pricing?

How to read the results

"Too expensive" >30%? Usually not a price problem — it's a value communication problem. "Not sure it fits" >25%? Rewrite using visitor language.

View full playbook

Pricing page clarity check

4 questions

Is your pricing page clear — or are visitors too polite to tell you it's confusing?

Trigger: Scroll 50% of page

Best on: Pricing page

The questions

1.How clear is our pricing?

2.Which plan would you choose, and why?

3.Is anything confusing about our plans?

4.What's missing that would help you decide?

How to read the results

Average rating <3.5 stars means serious clarity issues. >4.0 means pricing is clear — focus optimization elsewhere.

View full playbook

What else are you considering?

2 questions

When 35% of visitors are cross-shopping one competitor, you build a comparison page. This survey builds your competitive strategy with zero research budget.

Trigger: Scroll 40% of page

Best on: Pricing / features page

The questions

1.What else are you considering?

2.What matters most to you when making this decision?

How to read the results

One competitor showing up in >30% of answers? That's a comparison page waiting to be written. "Ease of setup" as the top decision factor? That's your new hero headline.

View full playbook

Category 2 of 4

Messaging & Positioning

Validate whether your messaging lands and understand what visitors actually care about.

Homepage clarity check

2 questions

No analytics tool can tell you if visitors actually understood your homepage. This two-question survey can.

Trigger: 10-second delay, first visit only

Best on: Homepage

The questions

1.In your own words, what does [product] do?

2.After reading this page, what would you do next?

How to read the results

If Q1 answers describe a use case ("so I can know why visitors leave") instead of a feature, use that language as your headline. Benefit-first messaging almost always wins.

View full playbook

What brought you here today?

2 questions

Analytics tells you where visitors came from. This tells you why they showed up — and what job they're trying to do right now.

Trigger: 5-second delay

Best on: Homepage / landing pages

The questions

1.What brought you here today?

2.What's the main thing you're trying to figure out?

How to read the results

"Researching tools for a specific problem" >40%? You have bottom-funnel traffic and a conversion problem, not a traffic problem. "Just exploring" >30%? Build a clearer next step for explorers.

View full playbook

Which feature matters most to you?

2 questions

When 55% prioritize one feature and your hero leads with another, you're selling the wrong thing to the right people.

Trigger: Scroll 50% of page

Best on: Features page

The questions

1.Which of these features matters most to you?

2.What specific problem are you trying to solve?

How to read the results

Top feature at >40% is your product's primary selling proposition. If the top answer surprises you, your intuition about what makes your product valuable is wrong — trust your visitors.

View full playbook

How did you find us?

3 questions

UTM parameters miss word-of-mouth entirely. Simply asking gives you the real picture — including AI referrals you'd never see in analytics.

Trigger: 5-second delay

Best on: Homepage

The questions

1.How did you first hear about us?

2.What made you visit today?

3.Is this your first visit?

How to read the results

"Colleague/friend" is >25%? You have strong word-of-mouth — the most valuable channel. Make sharing frictionless. "AI tools" showing up meaningfully? Invest in content that gets cited by AI systems.

View full playbook

Category 3 of 4

Website & UX

Find content gaps, navigation issues, and pages that fail to serve visitor intent.

Did you find what you were looking for?

3 questions

The simplest survey. The most powerful insight. Directly measures whether a page fulfills visitor intent.

Trigger: Scroll 75%

Best on: Key landing pages

The questions

1.Did you find what you were looking for?

2.If not, what were you looking for?

3.How would you rate this page?

How to read the results

Page rating <3.5 stars: content gap or wrong audience. High score but low conversion? CTA problem, not content problem.

View full playbook

What's missing from this page?

2 questions

Every page assumes what visitors want. This survey validates those assumptions — and reveals what they expected but didn't find.

Trigger: Scroll 60%

Best on: Features / solutions pages

The questions

1.Was anything missing from this page that you expected to see?

2.What would make this page more useful to you?

How to read the results

If one content type is mentioned by >25% of respondents, add it. That's a clear, unambiguous content gap — no interpretation required.

View full playbook

Navigation check

3 questions

Navigation problems are invisible in analytics. Bounce rates don't tell you why someone left. This survey catches friction directly.

Trigger: 20-second delay

Best on: Site-wide

The questions

1.How easy was it to find what you were looking for?

2.What were you trying to find?

3.How did you navigate to this page?

How to read the results

If "used search" is >30%, visitors can't find things through navigation. Your information architecture needs work — not more content.

View full playbook

Category 4 of 4

Content & Blog

Measure content quality and let your audience build your content roadmap.

Was this article helpful?

2 questions

Time-on-page is misleading. Someone confused stays longer. This gives you a direct quality signal — per article.

Trigger: Scroll 80%

Best on: Blog / docs / help center

The questions

1.Was this article helpful?

2.What would make it more useful?

How to read the results

Per-article average <3/5: rewrite. >4/5: promote more. Compare scores across articles to find your best and worst content.

View full playbook

What should we write about next?

3 questions

Stop guessing content topics. Let your audience tell you exactly what they want — and why.

Trigger: 10-second delay

Best on: Blog pages

The questions

1.What topic should we cover next?

2.What's your biggest challenge with this topic area?

3.How often do you read our content?

How to read the results

Group topic requests by theme. The most-requested themes are your content roadmap. Frame articles around specific challenges, not just topics.

View full playbook

Why templates are the product

Any developer can build a survey widget in a weekend. The code is the easy part. The hard part is knowing what to ask, when, on which page, and what to do when the answers come back.

That's hundreds of A/B tests, usability research sessions, and full web audits. Watching what actually moves business metrics versus what just looks good in a presentation deck.

The widget delivers the questions. The templates deliver the strategy.

Expert templates

Deploy your first expert survey in 5 minutes

Pick a template. Customize the color. Paste one script tag. Done.

No credit card required All 12 templates included Free to build and preview