Understanding why customers return is just as important as understanding why they purchased in the first place. If your Attribution Survey helps uncover how they first discovered your brand, this Returning Customer survey reveals why they stick around. It’s your opportunity to dig into what converts a one-time buyer into a loyal fan.

Start by heading to your Surveys tab and creating a New Survey. From the Audience dropdown, choose Returning Customers. This pre-selects users who have placed multiple orders and are eligible for targeted follow-ups.

💡 The Returning Customer audience is available on our Analyst plan and up. See our pricing here.

We like to start with a radio button question because it will automatically advance the customer to the second question whenever they select one option. The purpose of this question is to determine the purchasing behavior of your customer. For customers who purchase for themselves, you will be able to create a profile of interests and target those interests specifically. For someone who purchases for others, you'll be able to target their gift-giving proclivity during gift-giving seasons (🎄❤️🎂). This question is good-to-go out of the box, so nothing further is needed for setup!

You and your brand work hard to market your products to your target audiences, so this question takes the temperature of which particular points are most important to your customers. You'll have to fill these in yourself (no two brands are the same, of course!), but it's a simple edit in the builder.

Whereas the previous question addresses the specific marketing features that are attractive to your customers, this question gets into the psychology of the customer. By giving them the opportunity for free response, you'll get some that give the same reasons as Q2, some who won't answer, and some who will give you a full paragraph, which is extremely valuable. Mining this data helps to get a fuller picture of the state of mind of your customers when they're pushing the 'Buy Now' button.
The previous 3 questions are a great starting point that provide helpful and powerful insights, no matter your brand or industry. But now is the time to customize for yourself, depending on what's most important for you. Here are a couple of different areas that might prove interesting for you and your brand. Note: Be careful of question limits (Starter = 3), as your survey won't save if you exceed these limits.

All of these questions are templated questions, so you'll be able to search for them in our question library. Just search for the survey title to add the question to your survey.

💡 Pro Tip: Use our Survey Edits & Changes guide if you plan to modify or add questions.

If you’re looking to use returning customers for product insight, consider adding these:

These are great for messaging, segmentation, and landing page copy.

Maybe you're looking to create more segments within your marketing flows. We can help with that, too! Especially if you're pushing data straight into Klaviyo. These questions are templated, but you'll need to change the response options to suit your specific brand and the specific segmentation you're looking to do!

If you're looking to improve your knowledge of your ideal customer, these questions can be super helpful. They're also really useful in conjunction with our Audiences to get a little different look at your data!