This is an example of how companies choose to distribute their surveys and collect information. In JCrew's case, they did a pop-up style survey after a purchase was made. I find it interesting that they chose to only survey their online shoppers who end up buying something when their goal was to find out how their overall 'purchase experience' was. I feel as though they would want to get opinions from every person who visits their website. This could explain not only why they came to the site in the first place, but maybe why they chose to not make a purchase. That information, in turn, could be very useful in making sure their company website is easier for all to use and makes the 'purchase experience' more pleasant.