Checkout Experience Feedback
This checkout experience feedback form helps e-commerce businesses understand their customers' purchase journey. Using the Customer Effort Score methodology, it measures how easy or difficult customers find the checkout process. The form captures specific friction points like payment issues, shipping concerns, and form complexity - giving you actionable data to optimize conversions and reduce cart abandonment.
Try the Form
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export function checkoutFeedback(form: FormTs) {
// Checkout Experience Feedback - E-commerce checkout optimization
// Demonstrates: RatingScale (CES), CheckboxList, RadioButton, StarRating, EmojiRating, Slider, MatrixQuestion, conditional sections
// ============================================
// HEADER
// ============================================
form.addRow(row => {
row.addTextPanel('header', {
label: 'Checkout Experience Feedback',
computedValue: () => 'Help us make checkout faster and easier',
customStyles: {
backgroundColor: '#059669',
color: 'white',
padding: '24px',
borderRadius: '12px',
textAlign: 'center'
}
});
});
// ============================================
// SECTION 1: Customer Effort Score
// ============================================
const cesSection = form.addSubform('cesSection', {
title: 'Checkout Effort',
customStyles: () => {
const score = cesSection.ratingScale('effortScore')?.value();
if (score && score >= 6) return { backgroundColor: '#d1fae5', padding: '16px', borderRadius: '8px' };
if (score && score >= 4) return { backgroundColor: '#fef3c7', padding: '16px', borderRadius: '8px' };
if (score && score >= 1) return { backgroundColor: '#fee2e2', padding: '16px', borderRadius: '8px' };
return { padding: '16px', borderRadius: '8px', border: '1px dashed #cbd5e1' };
}
});
cesSection.addRow(row => {
row.addRatingScale('effortScore', {
preset: 'ces',
label: 'How easy was it to complete your checkout today?',
lowLabel: 'Very Difficult',
highLabel: 'Very Easy',
alignment: 'center',
isRequired: true
});
});
cesSection.addRow(row => {
row.addEmojiRating('checkoutMood', {
label: 'How did you feel during checkout?',
preset: 'effort',
size: 'lg',
showLabels: true,
alignment: 'center'
});
});
// ============================================
// SECTION 2: Checkout Steps Rating
// ============================================
const stepsSection = form.addSubform('stepsSection', {
title: 'Checkout Steps',
isVisible: () => cesSection.ratingScale('effortScore')?.value() !== null,
customStyles: { padding: '16px', borderRadius: '8px', border: '1px solid #e2e8f0' }
});
stepsSection.addRow(row => {
row.addMatrixQuestion('stepRatings', {
label: 'Rate each step of the checkout process:',
rows: [
{ id: 'cart', label: 'Shopping Cart Review', description: 'Reviewing items, quantities, prices', isRequired: true },
{ id: 'shipping', label: 'Shipping Information', description: 'Address entry, delivery options', isRequired: true },
{ id: 'payment', label: 'Payment', description: 'Payment method selection and entry', isRequired: true },
{ id: 'confirmation', label: 'Order Confirmation', description: 'Final review and placing order', isRequired: false }
],
columns: [
{ id: 'skip', label: 'N/A' },
{ id: '1', label: 'Frustrating' },
{ id: '2', label: 'Difficult' },
{ id: '3', label: 'OK' },
{ id: '4', label: 'Easy' },
{ id: '5', label: 'Seamless' }
],
striped: true,
fullWidth: true
});
});
// ============================================
// SECTION 3: Friction Points
// ============================================
const frictionSection = form.addSubform('frictionSection', {
title: 'Did You Experience Any Issues?',
isVisible: () => {
const score = cesSection.ratingScale('effortScore')?.value();
return score !== null && score !== undefined && score <= 5;
},
customStyles: { backgroundColor: '#fef3c7', padding: '16px', borderRadius: '8px' }
});
frictionSection.addRow(row => {
row.addCheckboxList('frictionPoints', {
label: 'What made checkout difficult? (select all that apply)',
options: [
{ id: 'too-many-steps', name: 'Too many steps/pages' },
{ id: 'slow-loading', name: 'Slow page loading' },
{ id: 'required-account', name: 'Required to create an account' },
{ id: 'form-errors', name: 'Confusing form validation errors' },
{ id: 'payment-failed', name: 'Payment method issues' },
{ id: 'shipping-options', name: 'Limited shipping options' },
{ id: 'shipping-cost', name: 'Unexpected shipping costs' },
{ id: 'promo-code', name: 'Promo code problems' },
{ id: 'mobile-issues', name: 'Mobile/touch issues' },
{ id: 'unclear-total', name: 'Unclear total price' },
{ id: 'security-concerns', name: 'Security concerns' },
{ id: 'address-issues', name: 'Address auto-fill problems' }
],
orientation: 'vertical'
});
});
frictionSection.addSpacer();
frictionSection.addRow(row => {
row.addTextarea('frictionDetails', {
label: 'Please describe any specific issues',
placeholder: 'Tell us what went wrong so we can fix it...',
rows: 2,
autoExpand: true
});
});
// ============================================
// SECTION 4: Smooth Experience (for high CES scores)
// ============================================
const smoothSection = form.addSubform('smoothSection', {
title: 'What Worked Well?',
isVisible: () => {
const score = cesSection.ratingScale('effortScore')?.value();
return score !== null && score !== undefined && score >= 5;
},
customStyles: { backgroundColor: '#d1fae5', padding: '16px', borderRadius: '8px' }
});
smoothSection.addRow(row => {
row.addCheckboxList('positivePoints', {
label: 'What made checkout easy? (select all that apply)',
options: [
{ id: 'fast', name: 'Fast and responsive' },
{ id: 'few-steps', name: 'Few steps to complete' },
{ id: 'guest-checkout', name: 'Guest checkout available' },
{ id: 'saved-info', name: 'Saved payment/address info' },
{ id: 'clear-progress', name: 'Clear progress indicator' },
{ id: 'multiple-payment', name: 'Multiple payment options' },
{ id: 'mobile-friendly', name: 'Mobile-friendly design' },
{ id: 'transparent-costs', name: 'Transparent pricing' }
],
orientation: 'vertical'
});
});
// ============================================
// SECTION 5: Payment Experience
// ============================================
const paymentSection = form.addSubform('paymentSection', {
title: 'Payment Experience',
isVisible: () => cesSection.ratingScale('effortScore')?.value() !== null
});
paymentSection.addRow(row => {
row.addRadioButton('paymentMethod', {
label: 'Which payment method did you use?',
options: [
{ id: 'credit-card', name: 'Credit/Debit Card' },
{ id: 'paypal', name: 'PayPal' },
{ id: 'apple-pay', name: 'Apple Pay' },
{ id: 'google-pay', name: 'Google Pay' },
{ id: 'bank-transfer', name: 'Bank Transfer' },
{ id: 'buy-now-pay-later', name: 'Buy Now Pay Later' },
{ id: 'other', name: 'Other' }
],
orientation: 'vertical'
}, '1fr');
row.addStarRating('paymentEase', {
label: 'Payment process ease',
maxStars: 5,
size: 'lg',
alignment: 'left'
}, '1fr');
});
paymentSection.addRow(row => {
row.addThumbRating('paymentSecure', {
label: 'Did you feel the payment was secure?',
showLabels: true,
upLabel: 'Yes, felt secure',
downLabel: 'Had concerns',
alignment: 'center',
size: 'lg'
});
});
// ============================================
// SECTION 6: Speed & Performance
// ============================================
const speedSection = form.addSubform('speedSection', {
title: 'Speed & Performance',
isVisible: () => cesSection.ratingScale('effortScore')?.value() !== null
});
speedSection.addRow(row => {
row.addSlider('perceivedSpeed', {
label: 'How fast did checkout feel?',
min: 0,
max: 100,
step: 10,
unit: '',
showValue: true,
defaultValue: 50
});
});
speedSection.addRow(row => {
row.addTextPanel('speedLabels', {
computedValue: () => {
const speed = speedSection.slider('perceivedSpeed')?.value();
if (speed === null || speed === undefined) return 'Move the slider to rate speed';
if (speed <= 20) return 'Very Slow - significant wait times';
if (speed <= 40) return 'Slow - noticeable delays';
if (speed <= 60) return 'Average - acceptable speed';
if (speed <= 80) return 'Fast - smooth experience';
return 'Lightning Fast - instant responses';
},
customStyles: () => {
const speed = speedSection.slider('perceivedSpeed')?.value();
const baseStyles = {
textAlign: 'center',
padding: '8px 16px',
borderRadius: '4px',
fontSize: '14px'
};
if (speed && speed >= 60) return { ...baseStyles, backgroundColor: '#d1fae5', color: '#065f46' };
if (speed && speed >= 40) return { ...baseStyles, backgroundColor: '#fef3c7', color: '#92400e' };
if (speed && speed >= 1) return { ...baseStyles, backgroundColor: '#fee2e2', color: '#991b1b' };
return { ...baseStyles, backgroundColor: '#f1f5f9', color: '#475569' };
}
});
});
speedSection.addRow(row => {
row.addDropdown('device', {
label: 'Device used for checkout',
options: [
{ id: 'desktop', name: 'Desktop/Laptop' },
{ id: 'mobile', name: 'Mobile Phone' },
{ id: 'tablet', name: 'Tablet' }
],
placeholder: 'Select device'
}, '1fr');
row.addDropdown('checkoutTime', {
label: 'Approximate checkout time',
options: [
{ id: 'under-1', name: 'Under 1 minute' },
{ id: '1-3', name: '1-3 minutes' },
{ id: '3-5', name: '3-5 minutes' },
{ id: '5-10', name: '5-10 minutes' },
{ id: 'over-10', name: 'Over 10 minutes' }
],
placeholder: 'Select time'
}, '1fr');
});
// ============================================
// SECTION 7: Recommendations
// ============================================
const recommendSection = form.addSubform('recommendSection', {
title: 'Final Thoughts',
isVisible: () => cesSection.ratingScale('effortScore')?.value() !== null
});
recommendSection.addRow(row => {
row.addThumbRating('wouldShopAgain', {
label: 'Would the checkout experience encourage you to shop here again?',
showLabels: true,
upLabel: 'Yes',
downLabel: 'No',
alignment: 'center',
size: 'lg'
});
});
recommendSection.addRow(row => {
row.addRatingScale('overallSatisfaction', {
preset: 'satisfaction',
label: 'Overall checkout satisfaction',
lowLabel: 'Very Dissatisfied',
highLabel: 'Very Satisfied',
alignment: 'center'
});
});
recommendSection.addSpacer();
recommendSection.addRow(row => {
row.addTextarea('suggestions', {
label: 'How could we improve checkout?',
placeholder: 'Share your ideas for making checkout better...',
rows: 3,
autoExpand: true
});
});
// ============================================
// SECTION 8: Summary
// ============================================
const summarySection = form.addSubform('summarySection', {
title: 'Feedback Summary',
isVisible: () => cesSection.ratingScale('effortScore')?.value() !== null
});
summarySection.addRow(row => {
row.addTextPanel('summaryContent', {
computedValue: () => {
const effortScore = cesSection.ratingScale('effortScore')?.value();
const mood = cesSection.emojiRating('checkoutMood')?.value();
const frictions = frictionSection.checkboxList('frictionPoints')?.value() || [];
const positives = smoothSection.checkboxList('positivePoints')?.value() || [];
const paymentEase = paymentSection.starRating('paymentEase')?.value();
const speed = speedSection.slider('perceivedSpeed')?.value();
const wouldShop = recommendSection.thumbRating('wouldShopAgain')?.value();
const satisfaction = recommendSection.ratingScale('overallSatisfaction')?.value();
if (!effortScore) return '';
const moodLabels: Record<string, string> = {
'very-hard': 'Frustrated',
'hard': 'Struggled',
'neutral': 'Neutral',
'easy': 'Comfortable',
'very-easy': 'Delighted'
};
let cesCategory = 'Difficult';
if (effortScore >= 6) cesCategory = 'Easy';
else if (effortScore >= 4) cesCategory = 'Moderate';
let summary = `CHECKOUT FEEDBACK\n`;
summary += `${'═'.repeat(25)}\n\n`;
summary += `Effort Score: ${effortScore}/7 (${cesCategory})\n`;
if (mood) {
summary += `Experience: ${moodLabels[mood] || mood}\n`;
}
if (paymentEase) {
summary += `Payment Ease: ${'★'.repeat(paymentEase)}${'☆'.repeat(5 - paymentEase)}\n`;
}
if (speed !== null && speed !== undefined) {
summary += `Perceived Speed: ${speed}%\n`;
}
if (frictions.length > 0) {
summary += `\n⚠️ Issues encountered: ${frictions.length}\n`;
}
if (positives.length > 0) {
summary += `✅ Positives noted: ${positives.length}\n`;
}
if (satisfaction) {
summary += `\nSatisfaction: ${satisfaction}/5\n`;
}
if (wouldShop) {
const emoji = wouldShop === 'up' ? '👍' : '👎';
summary += `${emoji} Shop again: ${wouldShop === 'up' ? 'Yes' : 'Unlikely'}`;
}
return summary;
},
customStyles: () => {
const score = cesSection.ratingScale('effortScore')?.value();
const baseStyles = {
padding: '16px',
borderRadius: '8px',
whiteSpace: 'pre-wrap',
fontFamily: 'monospace',
fontSize: '13px'
};
if (score && score >= 6) {
return { ...baseStyles, backgroundColor: '#d1fae5', borderLeft: '4px solid #10b981' };
} else if (score && score >= 4) {
return { ...baseStyles, backgroundColor: '#fef3c7', borderLeft: '4px solid #f59e0b' };
} else if (score && score >= 1) {
return { ...baseStyles, backgroundColor: '#fee2e2', borderLeft: '4px solid #ef4444' };
}
return { ...baseStyles, backgroundColor: '#f8fafc', borderLeft: '4px solid #059669' };
}
});
});
// ============================================
// FORM CONFIGURATION
// ============================================
form.configureSubmitButton({
label: 'Submit Feedback',
isVisible: () => cesSection.ratingScale('effortScore')?.value() !== null
});
form.configureCompletionScreen({
type: 'text',
title: 'Thank You for Your Feedback!',
message: 'Your input helps us create a smoother checkout experience for everyone. Happy shopping!'
});
}
Frequently Asked Questions
When should I show the checkout feedback form?
Display immediately after order confirmation, on the thank-you page. Customers have just completed the experience and can provide accurate feedback. Avoid delays which reduce recall accuracy and response rates.
What's a good Customer Effort Score for checkout?
For checkout processes, aim for CES scores of 5.5+ on a 7-point scale. Scores below 4 indicate significant friction requiring immediate attention. Top e-commerce sites typically achieve 6+.
How do I identify the biggest checkout friction points?
Analyze the checkbox selections in the friction points section. Look for patterns: if 40%+ select the same issue (e.g., 'too many steps'), prioritize fixing it. Cross-reference with abandoned cart data for complete picture.
Should I ask for feedback on failed checkout attempts?
Yes! Consider a separate exit-intent survey for cart abandonment. This template focuses on successful checkouts, but understanding why people leave is equally valuable.
How can I improve my checkout CES score?
Common improvements: reduce form fields, enable guest checkout, add progress indicators, offer multiple payment options, auto-fill where possible, and ensure mobile optimization. This survey helps identify which to prioritize.