You already know that guest feedback is the lifeblood of a thriving haunted attraction. In fact, we dedicated an entire guide to the topic: How to Use Guest Feedback to Improve Your Haunt.
But let’s get specific. Once a guest’s ticket is scanned and they’ve been thoroughly scared, how do you capture their immediate, most valuable thoughts?
The secret lies in a short, automated, post-visit survey.
With HauntPay, you already have the key to making this happen. Our Zapier integration allows you to instantly trigger an email (via your preferred email provider) the moment a ticket is redeemed. And soon, our integrated email marketing platform will let you send these messages right from your HauntPay dashboard. This means as soon as a guest exits the building, a short, tailored survey lands in their inbox.
To maximize your response rate and gather truly actionable insights, your survey must be short and focused. Here are the 5 essential questions every Haunter needs to be asking their visitors.
1. The Core Experience: Did We Scare Them?
This is your main product. You need a direct, quantifiable measurement of your haunt’s “scare quotient.”
Question: How would you rate the scare quality and immersion of the attraction itself?
(Rating Scale: 1 – Poor | 5 – Exceptional)
Why It Matters
This question gives you a benchmark for your creative team. If your average score is a 3.5, you know you need to invest in new effects, better actor training, or scene design. It focuses specifically on the show, separating it from operational issues.
2. The Loyalty Metric: Will They Bring Their Friends? (NPS)
The Net Promoter Score (NPS) is the gold standard for measuring customer loyalty. It’s also the greatest indicator of how likely a guest is to market your haunt for free through word-of-mouth.
Question: On a scale of 0 to 10, how likely are you to recommend [Your Haunt Name] to a friend or family member?
(Rating Scale: 0 – Not at all likely | 10 – Extremely likely)
Why It Matters
This single number can predict your future growth.
- 9-10 (Promoters): Your superfans. Follow up with them for testimonials and social media shares.
- 7-8 (Passives): Satisfied, but not loyal. They’ll come back, but won’t rave about you. A high number here means you need a little something extra to turn them into promoters (see Question #5).
- 0-6 (Detractors): Unhappy guests. This group represents a churn risk and potential source of negative reviews. You must follow up with them immediately.
3. The Operations Check: Was the Rest of the Night Scary Simple?
Your guests shouldn’t be scared by long lines, confusing payment systems, or rude staff. Combine all the “logistics” into one simple, fast matrix question.
Question: Please rate your satisfaction with the following aspects of your visit:
| Description | Rating (1-5) |
| Ticketing & Entry (Online purchase, check-in) | 1–5 |
| Concessions & Merchandise (Speed, variety) | 1–5 |
| Staff Friendliness (Front gate, safety guides) | 1–5 |
| Wait Time (Queue length, entertainment in line) | 1–5 |
Why It Matters
This provides actionable data on your non-attraction operations. If “Wait Time” scores poorly, you may want to try using timed ticketing to better regulate flow. If “Concessions & Merchandise” is low, your point-of-sale system or stock needs an overhaul. Low scores here can ruin an otherwise great show.
4. The Financial Question: Did They Feel the Value?
You need to know if your ticket price aligns with the perceived quality of the experience. Low scores here suggest you need to either drop your price or, better yet, increase the perceived value with better production.
Question: How satisfied were you with the overall value for money of your ticket?
(Rating Scale: 1 – Very Dissatisfied | 5 – Very Satisfied)
Why It Matters
This is critical for setting next season’s prices. A high satisfaction score allows you to confidently consider a price increase or the introduction of a premium ticket option (like a VIP or Skip-the-Line pass, which HauntPay supports). If the score is low, you might have a retention problem, regardless of how good the scares were.
5. The Improvement Goldmine: What’s the One Thing?
Always include one open-ended question. By asking for just one thing, you make it easy for guests to answer quickly while delivering qualitative gold.
Question: What is the single most important suggestion you have for us to improve your experience next year?
(Open Text Field)
Why It Matters
While the other questions give you data, this one gives you ideas. Guests might suggest a feature you’ve never considered (e.g., “more photo opportunities,” “better signage for the exit,” or “a faster way to buy t-shirts”). This is the raw voice of your customer that can lead to your next big innovation.
Scary Simple Next Steps: Automate Your Feedback Loop
Asking the right questions is only the first step. The true power is in the automation.
By setting up a simple Zapier trigger (or using our upcoming email platform) to send this 5-question survey immediately after a guest redeems their ticket, you transform your ticketing system into a constant feedback machine. You get higher response rates, more accurate data, and a clear path to make your haunt even more successful—and profitable—next year.
Need some more ideas to make your haunt more profitable next year? Schedule a call with a friendly haunt expert (no zombies!) today.
