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Win/loss survey template

Learn why deals were won or lost, from the buyers who decided

Five questions for buyers after a closed deal: whether they chose you, the other options they considered, what decided it, how long they evaluated and what tipped the decision. Use it as it is or change any question, and Usertick reads every written answer for you.

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What this win/loss survey tells you

A win/loss survey asks buyers why they chose you or someone else while the decision is still recent. This template asks five questions in about a minute and a half: whether they chose your product, what else they considered, 100 points divided across features, price, security, ease of use and your team, how long the evaluation took and, in their own words, what tipped it.

It is written for an email within two weeks of a closed deal, won or lost, sent to the people who made the decision. Send it from Usertick to a contact list, from a HubSpot workflow when a deal closes, or as a link your sales team adds to its own follow-up email.

Results shows the share who chose you, the average points behind each factor and the length of evaluations, against the period before. Select Yes or No on the first question to compare what decided won deals with lost ones. Every written answer is read as it arrives and filed under a category and a theme.

In an emailAs a linkOn your websiteAs a conversation
Questions
5
Time to answer
About 1 minutes
Written for
An email within two weeks of a closed deal, won or lost
Plans
Every plan, the free plan included

See it on every channel

The same template on your website, behind a link, in an email and as a conversation.

In an email

Send it from Usertick to a contact list, with the first question inside the email. A tap on an answer opens the rest of the survey with that answer already kept. Usertick sends 50 emails a month on the free plan, or connect your own sender.

The 5 questions, one by one

What each question asks, why it is there, what it shows you and what to change.

Question 1 of 5 · Yes / No

Did you choose our product?

Why ask it
One answer splits every response into won and lost, and every other question reads differently for each side.
What you learn
The share that said yes. Select Yes or No to filter the whole page, so the points, the alternatives and the comments show for won or lost deals alone.
Make it yours
Send the survey to won and lost deals alike: lost buyers explain your gaps, and won buyers explain what to keep.
Question 2 of 5 · Multiple choice · Optional

What other options did you consider?

Why ask it
Knowing the alternatives tells you who you really compete with, including building it in house or keeping the current process.
What you learn
Bars with the share and count of each option, with typed Other answers listed, where buyers write the names of the products they compared.
Make it yours
Replace A direct competitor with the names of your two or three main competitors, so the answers count each one.
Question 3 of 5 · Points allocation · Optional

Divide 100 points across what decided it

Why ask it
Buyers weigh several factors at once. Dividing 100 points shows how much each one counted, where a list of reasons would treat them as equal.
What you learn
The average points per factor, against the period before. Select No on the first question to see what lost deals turned on.
Make it yours
Keep the factors your sales team discusses in every deal, and hold the list to five or six so each one gets real points.
Question 4 of 5 · Multiple choice

How long did your evaluation take?

Why ask it
The length of the evaluation tells you how much effort a deal takes and whether long evaluations end differently from short ones.
What you learn
A donut with the share of each length. Select More than three months to see whether long evaluations end in more losses.
Make it yours
Match the ranges to your sales cycle, since a product sold in days needs shorter steps than one sold over a quarter.
Question 5 of 5 · Text · Optional

In your own words, what tipped the decision?

Why ask it
The tipping point is often one moment, such as a demo, a reference call or a security review, that the other answers can't name.
What you learn
Usertick reads each answer, files it under a category and a theme, and marks it as praise, a complaint or an idea, in any language.
Make it yours
Read the answers from lost deals with your sales team each month and pick one thing to change before the next round.

What the answers show

Results turns each question into numbers you can follow week by week.

What other options did you consider?

The share of each answer with its count. Select an answer to narrow the whole page to those people and read what else they said.

How long did your evaluation take?

The share of each answer with its count. Select an answer to narrow the whole page to those people and read what else they said.

Every written answer, read for you

Each answer arrives with its category, theme, type and urgency, so the urgent ones reach your team first.

Use this template in four steps

From the template to the first answers.

  1. 1

    Open the template

    Sign up free and pick Win/loss analysis in the template gallery. It opens in a matching style, ready to change.

  2. 2

    Make the questions yours

    Reword any question, change the options, and add logic or more questions.

  3. 3

    Choose where it runs

    Show it on your website, send it by email, share its link and QR code, or switch it to a conversation.

  4. 4

    Publish and read the answers

    Answers arrive in Results and the inbox as people send them, each written one read and filed by Usertick.

Tips for this survey

Small choices that keep people answering and the answers useful.

  1. 01

    Send it within two weeks

    Ask while the buyer still remembers the demo and the proposal. After a month, the reasons tend to blur into the outcome.

  2. 02

    Ask the people who decided

    Send it to the person who signed or turned down the deal, and add the day-to-day contact when they took part in the evaluation.

  3. 03

    Send it from outside the deal

    Buyers write more freely to someone who wasn't in the negotiation, so send it from a founder, a product lead or a neutral team address.

  4. 04

    Put the answers on the record

    On every plan, a HubSpot workflow step writes the answers to the contact's properties and adds a note, so the reason sits on the record your sales team already uses.

Market research surveysSaaS surveysEmail surveysTeam and company questions

More research templates and questions

Templates like this one, and single questions from the library to add to it.

Templates

Browse all templates
ResearchProduct-market fitTrack product-market fit with the Sean Ellis question: the share of users who would be very disappointed without you. Send it to people who used the product at least twice in the last two weeks.
ResearchRoadmap prioritiesLet users divide 100 points across what you could build next, so you see real trade-offs instead of a wish list. Send it to active users before you plan the next quarter.
ResearchUsage habitsLearn how often people use your product, where they spend their time and the job they rely on it for. Send it to active users once or twice a year.
ResearchMobile or desktopLearn how much of your product is used on phones, what for, and what still only works on a computer. Send it before planning mobile work.

Questions from the library

Browse the question library
  1. How big is the team that would use the product?Number · Team and company
  2. How many seats would you need?Number · Team and company
  3. How many weeks will your evaluation take?Ruler · Team and company
  4. Which tools do you need us to connect with?Multiple choice · Integrations and API
  5. How easy was it to set up your first integration?Customer effort · Integrations and API
  6. Does the integration send everything you expected?Yes / No · Integrations and API

Frequently asked questions

Within two weeks of the decision, won or lost. Later than that, buyers remember the outcome but not what decided it.

Only through HubSpot: on any plan, a HubSpot workflow on HubSpot Professional or Enterprise can send the survey to each contact it enrolls. Otherwise, send it to a list of the month's closed deals or add the link to your own follow-up email.

The person who made the final decision, and anyone else who led the evaluation. Each answers on their own, so different views inside one buying team show too.

Choose Yes or No on the first question in Results. Every card, from the points to the comments, then shows that side alone.

Yes, through a Zapier step in a workflow, on every plan. HubSpot connects directly too.

Yes. Every template comes with every plan, the free plan included, and the free plan covers 150 responses a month across your surveys.

Yes. The template becomes your own survey, so reword any question, add or remove questions, and change the options and the logic. The gallery stays as it is.

Yes, from Starter. The template is written in US English. Add languages by hand or with AI translation, and each person sees the survey in their browser's language.

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