When to send it
The first days with a new product are about the unboxing. By week two the novelty has worn off and the customer knows whether it fits into their life: whether the serum suits their skin, the bottle leaks in a bag, the shoes rub on a long walk. That is the feedback a product team needs, and it rarely arrives on its own. Send the link roughly fourteen days after delivery. For consumables that run out sooner, bring it forward; for furniture or electronics, wait a little longer.
Why these questions
The survey has two pages. The first opens with a five-star rating of the product itself, and the question names it when your link carries a product field, for example ?product=Linen%20shirt. Then it asks how often the customer has used it. Usage frames everything else: a three-star rating from someone who uses the product daily means something different from the same rating after one try.
Customers who haven't used it yet are asked what's stopped them and then go straight to a short thank-you, because the questions that follow would only produce guesses. Those answers are still useful. A product that sits unopened often points to unclear instructions, a missing part or a purchase made for later.
The second page compares the product with what the customer expected. Expectations come from your photos and product copy, so a gap here usually means the listing oversold something. Anyone who says it fell short, or rated it three stars or fewer, is asked what didn't live up to the promise. Everyone is asked for the one thing they'd change, and whether they'd buy it again, which is a sharper signal than satisfaction alone.
The link can also carry name for a personal greeting and order_id to match answers to orders in your export.
The coupon
The reward is a unique 15% code for a product the customer hasn't bought before. Pointing it at something new spreads them across your range instead of discounting a repeat they'd likely make anyway. It goes to everyone who finishes, whatever they think of the product. This survey is private feedback for you, never a request for a public rating, so keep it separate from any review app you use.
What to do with the answers
Sort by product before you read. Two or three complaints about the same item within a month deserve a look at the batch, the supplier or the listing. When expectations keep falling short on one item, rewrite its description and photos before you change the product itself. Answers to the would-you-buy-again question, tracked per product, show which items earn loyalty and which only earn a first sale.
If fit is the recurring theme, the size and fit template goes deeper. Problems with the parcel belong in the delivery experience survey.