Tips and Tutorials
May 18, 2020

5 Tips to Understand Your Customers Better with Custom Forms

Have you ever received a negative review without obvious reasons? Research shows that negative reviews make 92% of people less likely to use a business. So, it’s important to understand your customers’ preferences and hidden concerns. The more insights you get, the better products and services you can offer. 

Our Custom Forms feature (on’s Awesome plan) lets you add a set of custom questions to your Review Widget and review request emails. Your customers can submit their answers along with the star ratings and reviews. You can display these answers on your Review Widget or keep them internally

In this article, we will:

5 tips to add custom questions to your review forms

1/ Keep your questions single-minded

Think about what you want to achieve with your questions. What information do you want to get? How can you benefit from this information? Then choose the most relevant questions to include. If you need some inspiration, check the available templates in your Custom Forms dashboard, such as Net Promoter Score, Demographics, etc.

Some common questions include:

  • How’s your experience with our products?
  • What’s your age/gender/location?
  • How did you find us (Facebook, Twitter, Instagram, etc.)?
  • Are you willing to recommend us to your friends?
  • How can we improve our products and shopping experience?
  • What do you expect from our products in the future?

2/ Simplify and arrange your questions

  • Keep your questions straightforward. Your customers only spend a few minutes on your forms so make sure they can answer the questions.
  • Put your important questions first and set them required if necessary. Otherwise, your customers may end up skipping those questions.
  • Choose suitable question types. Depending on your questions, choose among radio buttons (select only one answer), checkboxes (select one or more answers), rating scale, or open-ended questions.

3/ Keep your customers’ answers private if necessary

When you activate your form, the questions and answers will appear on your Review Widget. If you want to keep some answers internally, you can hide them from the Review Widget. For example, when you are testing a new product and want to collect customer feedback only for product improvements.

4/ Associate specific products to a particular form

You may ask: “What if I want to ask different questions for different products?”

Don’t worry. You can do that in two steps:

  1. Add tags to your products in the Shopify Products dashboard
  2. Assign specific products to a particular form by adding the same tags in your Custom Form Details

Your custom questions will only display on the assigned products. It helps you get more targeted insights on how your products perform.

You can also display your custom questions on only shop-level review forms. These questions will show up when your customers submit a shop-level review on the All Review Page or Floating Review Tab.

You can create up to ten forms, so experiment as much as you want!

5/ Give rewards to customers who submit your forms

To encourage your customers to answer the questions, try giving them some rewards! You can do that in two ways:

Examples of Custom Forms from users

Want to see how a real Custom Form looks like? Let’s look at some examples from the users who are happy to share with us their awesome works.

1/ Osmology

Osmology sells curated scented candles and home fragrances. The shop creates extra questions to ask about:

  • Product quality and experience
  1. Which scent notes stand out in this item?
  2. Which size room would this item be best in?
  • Customer preference: Which candle brands do you love most?

2/ Jerky offers a wide variety of high-quality jerky products. The shop creates extra questions to ask about:

  • Product quality and experience: 
  1. How would you describe the texture of this jerky to someone?
  2. How would you describe the intensity of this flavor profile?
  • Customer preference: 
  1. Which one of these describes the texture of the perfect jerky for you?
  2. Which one of these describes the flavor of the perfect jerky for you?

3/ Lockenbox

Lockenbox Munich provides the subscription box of care products for curly hair. The shop creates questions in both Germany and English, asking:

  • Product quality and experience: 
  1. How easy is it to detangle your hair with the products?
  2. How easily does the product absorb into your hair?
  3. How does the product smell?
  • Customer’s background:
  1. Your hair texture
  2. Your curl type
  3. Your hair porosity

4/ Alohas

Alohas is a fashion shop selling shoes, clothes, and jewelry. The shop creates extra questions to ask about:

  • Product quality and experience: How would you describe the fit?
  • Shopping experience: How would you rate your last experience with us? 
  • Suggestions: 
  1. What other products would you like to see us offer?
  2. What can we improve on?

5/ Aristobat

Aristobat is a fashion shop selling comfortable clothes for every occasion. The shop offers a discount coupon for customers who answer questions about:

  • Customer’s background: Would you like to tell us your birthday? We’d like to surprise you!
  • Purchasing behavior: How many times would you shop from us?
  • Recommendations: Would you recommend Aristobat to a friend?

5/ Lucius Atelier

Lucius Atelier is the producer of Seiko’s watches modification parts. The shop creates extra questions to ask about:

  • Customer preference: Which watch model are you modifying?
  • Suggestions: Which mod parts would you like to see in future releases?
  • Referral source: How did you hear about us?

Now it’s your turn

We hope that these tips and examples give you some inspiration to create custom questions that convert more. Go ahead and try them today!

See more examples of email templates and widgets on our inspiration page.

Lily Vuong

Lily is the Marketing Writer at She is a tech-savvy content enthusiast who takes ownership of writing promotional and instructional content for's Knowledge Base and Blog to help accelerate our growth. Lily holds a Bachelor's Degree in Marketing and has 3 years of experience in Marketing for international tech companies. Before, Lily was the Marketing Specialist at IT Consultis, a digital agency specialized in omnichannel projects for clients across APAC. She loves reading books, learning new technologies, traveling around and taking great pictures.