So we have a site that processes the booking of a travel tour over 4 or 5 pages in a wizard format.
A while ago I put a feedback section on the final page of that process. This consisted of a rating of your "booking experience" on a scale of 1-10 as well as a free-text comments section.
Now our site has pretty much been UX-designed by developers (it has been graphic-designed by a designer so looks pretty) which means it's not as usable as it could be, and we get a good few of the basics wrong. I expected average to above-average scores from the 1-10 rating.
Over 20 thousand ratings later and a huge proportion of them are 9 and 10 out of 10. A lot of people seem to think it's flawless!
Now I'm aware that the average user wouldn't know what improvements to make even if they could say that a particular page/section was not very easy-to-use, so maybe they have that thought and when they can't think of anything that is obviously improvable they decide to vote a 9 or 10.
But I'm also aware that people tend to blame themselves when they can't get the product to do what they want. Consequently, if they are at all frustrated during the booking process and then do finally make it to a page that has a nice big "Booking Confirmed" on it, they are instantly overloaded with utter euphoria and the endorphin-rush is ruining the objectivity I need for accurate feedback data.
How do I control for the users' positive state of mind ("Yay I've just made a booking!") when asking for a feedback rating?