Online Buyer Survey Overview

Bizrate Insights’ Online Buyer Survey is our flagship solution — and the one that started it all. It collects real-time Voice-of-Customer feedback from verified buyers at two moments that matter: right after checkout, and after their order arrives. These ratings and reviews generate actionable insights to inform your roadmap and improve the customer experience, and they promote your site in SEO, SEM, and AI search through syndicated reviews to Google, Bing, Yahoo, and more.

Choose the Online Buyer Survey when your goal is to measure and improve the purchase experience end to end, benchmark against competitors, and activate Seller Ratings from verified customer feedback.

How it works

The Online Buyer Survey is one survey delivered in two parts, so you capture the entire purchase journey rather than a single snapshot:

1. Point-of-Sale (POS) survey — post-purchase. A survey invitation appears on your order confirmation/receipt page, inviting buyers to rate the site and checkout experience while it’s fresh. The invitation loads asynchronously and is optimized for desktop, mobile, and tablet.
2. Fulfillment (FF) survey — post-delivery. Buyers who complete the POS survey are emailed the Fulfillment survey three days after the expected delivery date they indicated (if no date is selected, delivery defaults to seven days). The invitation email first confirms the order arrived: if the buyer says it hasn’t, a follow-up is sent five days later; if they decline to participate, reminders are suppressed. If the email is simply ignored, one reminder is sent five days later — and no more after that.

Because the same Key Performance Indicators (KPIs) are asked across all Bizrate surveys, you can compare performance across touchpoints — from checkout through delivery, and alongside the Site Abandonment Survey if you run both.

Getting started

To begin collecting feedback, place a short code snippet on your order confirmation page. Pick the method that works best for your site:

1. On-Site: Add the Online Buyer Survey code into the HTML body of your order confirmation page (see instructions below). The code loads asynchronously to display the survey invitation.
2. Tag Manager: Deploy the code through Google Tag Manager or Tealium (see separate instructions).
3. Platform integration: Install directly through your ecommerce platform (see separate instructions):
   • Shopify
   • Adobe Commerce
   • WooCommerce (Coming Soon)

What the surveys cover

Point-of-Sale survey. The average survey takes 2–3 minutes. Email address is the only required question — it’s needed to send the Fulfillment survey invitation — and every other question is optional, which helps keep response rates high. Responses are recorded as soon as page 1 is submitted, including the buyer’s agreement to share their responses with you. Topics include:

• Key Performance Indicators (KPIs) — your pulse on the customer experience, comparable across touchpoints
• Usability metrics — the drivers behind KPI scores (questions rotate so most respondents see only 3–4, keeping the survey brief)
• Marketing and referral context
• Purchase frequency — a gauge of customer retention (shown on rotation)
• Demographic profiles
• Open-ended comments — shared with you, with follow-up coding questions shown only to buyers who leave a comment

Fulfillment survey. The average survey takes 2 minutes, and questions display dynamically based on delivery type — mail delivery, BOPIS, or curbside pickup. It covers delivery status and the post-delivery experience, with follow-up questions triggered when a buyer indicates they contacted customer support or made a return. Comments are combined with satisfaction scores and syndicated to search engines to power Seller Ratings. Approximately 25% of buyers who complete the POS survey go on to complete the Fulfillment survey.

Reporting

Survey results are available in real time via our online portal, VitalSigns, where you can access aggregate KPIs and customer verbatims 24/7. Summaries are also pushed to your inbox: a daily score summary (VitalMail) and a monthly performance summary (Pulse Report). Real-time feedback alerts (QuickResponse) notify your team when a customer reports an issue, so you can respond directly and resolve it before it affects loyalty.

Get Seller Ratings and maximize data collection

Bizrate’s default invitation settings on the order confirmation page follow our tested best practices to optimize response rates — the industry’s highest for this survey type — ensuring you get a representative sample rather than only polarized reviews. Survey responses drive Seller Ratings and power SEM, SEO, and AI search results through syndication to partners such as Google, Bing, and others.

Beyond the on-site invitation, you can extend collection further:

• Reach non-responders with STFF: Buyers who don’t complete the POS survey can be invited by email through the Straight-to-Fulfillment (STFF) survey, capturing post-delivery feedback from the majority of buyers your on-site invitation misses. STFF requires the Order ID and email address to be passed in your survey code. (See the STFF Survey page.)
• Append order data: Pass additional details — such as GTINs for product reviews, price, customer type, customer ID, and referral source — into your setup. Appended information is tied to survey results for deeper analysis and customer profiling.

Privacy commitment

Bizrate Insights is committed to protecting customer privacy and will not store, rent, sell, or use customer email addresses. Information provided to us by partners for any purpose other than sending initial and reminder emails is not stored and is deleted from our database.