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How To Collect Quality Feedback From Your Customers

Jared Atchison
Jared Atchison

To help your business grow, it is critical to understand what your customers think about your brand.

If your e-commerce business has trouble collecting feedback from your customers, then it’s time to create new ways for your audience to reach out to your brand and spill the tea.

Customer feedback is crucial for your business's success. Without it, it's impossible to know where customers stand with your brand, how they feel about its products and services and what you can do to better cater to their needs. Around 70% of buying experiences are based on how the customer feels a business treats them, which is impossible to know without direct feedback.

Collecting user feedback isn't optional; it's a must. Critiques from your audience are crucial to diagnose and fix issues head-on. Expanding your brand is all about the customer experience. If they aren't happy, they won't come back, and you'll fail to sustain your business. Feedback from customers tells you what to focus on so you can refine your strategy and make it better. As a result, you'll increase your conversions, generate sales and nurture leads through the sales funnel. 

Customer support is crucial for any business, and when you provide customers with solutions, it builds brand loyalty. Collecting feedback lets you better provide for your customers by personalizing the experience and taking their thoughts into account. If someone takes time out of their day to tell your business how it can improve, use it to your advantage by becoming even better.

Use the positive feedback you receive to display it as social proof on your website, on social media and in email campaigns. When new visitors see that customers already use and enjoy your products and services, it convinces them to do the same. 

You can collect valuable feedback from your customers by using the following strategies and tools:

  • Knowing what questions to ask and how to ask them
  • Creating popup surveys
  • Leveraging live chat for customer support
  • Using an optimized, responsive contact form
  • Monitoring your website analytics

Here are more details on each strategy.

1. Know what to ask

Only ask questions you need answers to. Don't bother adding fluff or irrelevant questions in your forms and surveys as they serve no purpose and waste time and space. You'll find yourself sorting through feedback and ignoring most of the responses because they don't add value to your marketing objectives. 

Ask open-ended questions that garner longer, detailed responses. Perhaps you need to sprinkle a few "yes" or "no" questions into the mix, but a majority should be open for longer answers. This gives you a more in-depth understanding into the minds of your customers and helps you better understand what works for them and what doesn't.

Keep your feedback forms and surveys short. No one wants to fill out a 15-minute survey just for the sake of it. You need to make it as easy as possible for users to provide answers and send them your way, so keep the questions to a minimum. Think about what you really want feedback on, whether that's your support team, product quality, or another element.

2. Create a popup survey

You can send a popup survey to customers on your website who recently bought a product or service. This helps you collect feedback shortly after purchase for more accurate, timely results. You can display it to returning visitors or trigger your campaign to popup after users have engaged with one or two webpages on your site.

Popup surveys are valuable for several reasons. They

  • Help you collect real-time feedback 
  • Diagnose issues or problems during the purchasing process
  • Reduce abandoned cart rates and increasing conversions on your website
  • Grow your email list
  • See how and where visitors utilize time on your website

If you think it'll be difficult to garner enough feedback, you can incentivize the survey with a lead magnet. That way, users know they'll receive something after filling out the form, and you can gather the information you need. 

3. Leverage live chat support

Live chat is a valuable customer service tool your business can use to get the opinions of visitors quickly and easily. Regular surveys and questions asked through emails take time to garner responses, but live chat starts an ongoing, immediate conversation between your brand and its customers. Live chat can increase your e-commerce conversion rate 11 times higher when executed properly.  

On top of that, consumers want a better customer service experience from brands they do business with. A whopping 89% of consumers say they've switched to a competitor after experiencing poor customer service. This could happen to your customers too if you don't cater to their needs.

Include live chat features on pages of your website that gain the most traction, such as the homepage, product pages, pricing pages and checkout pages. When customers reach these points on your website, they have the most questions because they're about to hand over their personal information and make a final decision. So, it's crucial to be present for their inquiries.

4. Use a responsive contact form

If you're going to collect feedback from customers, you need to make sure you choose the best contact form plugin for them to use. That means it has the components you need to get closer to achieving your goals. You need a responsive, mobile-friendly contact form that's easy to navigate.

Don't ask for a ton of personal information you don't necessarily need. If all you're looking to gain is your audience's thoughts and opinions, it isn't necessary to have them fill out their home address and phone number. More than 67% of site visitors will abandon your form if they encounter complications or interruptions. So, eliminate the number of form fields to increase the form's completion rate and avoid frustrating your customers. 

Make sure your contact form is also optimized for mobile users so they too can easily answer your questions. Fonts should be easy to read and all content should be skimmable. It should be simple to navigate your forms and enter information. If the content displayed on users' tablets or mobile devices isn't formatted correctly, you're sure to miss out on customer feedback.

5. Monitor analytics

Part of collecting feedback is monitoring your website's analytics. It shows you where visitors spend the most time, where they bounce and what content drives them away. You can add and delete information based on how your audience interacts with it, which is why tracking analytics is vital.

Consider webpages that gain the most traction, such as landing pages and product pages. Dips in engagement are indicators that you need to refine your conversion strategy and continue collecting feedback.

Pay attention to these elements of your analytics so you can track and monitor their progress:

  • Where customers bounce from your website
  • Where customers spend the most time
  • Number of sales
  • Abandoned cart rate
  • Number of customer complaints
  • Number of positive comments
  • Product returns
  • Product cancellations

Garnering valuable feedback from your customers is essential for your business to thrive and grow customer loyalty. It shows your audience you care about providing a smooth purchasing process and tending to their issues. It also helps you use better tactics and techniques that cater to customer needs and grow your business. 

Image Credit: NicoElNino/Getty Images
Jared Atchison
Jared Atchison Member
Co-Founder of WPForms, one of the largest WordPress contact form plugins in the market. I have been programming for over a decade and enjoy creating plugins that help people create powerful web designs without touching code.