What’s the one factor that can make or break an ecommerce brand’s long-term growth?
It’s not ad spend, conversions, or cart abandonment rates.
It’s customer satisfaction! Satisfying your customers is the most important aspect of your ecommerce business. The only problem is that it often gets overlooked in the sea of information surrounding ecommerce store owners.
But it doesn’t have to be so. Gathering customer feedback can help determine what you’re excelling at and what you need to work on.
That said, collecting such feedback data isn’t so easy.
So, we’ve gathered a list of 5 field-proven techniques for collecting customer feedback which, in turn, will improve your ecommerce store and amplify customer satisfaction.
Run a Store Survey
The simplest way to know your customers’ thoughts is by asking them using a survey.
That said, how are you certain that customers will fill out your surveys? What’s in it for them?
To ensure that they do, you can go beyond a passive approach to an active one by offering freebies or discounts to incentivize customers to fill it out.
This strategy works exactly how a referral or loyalty program does. The user is asked to complete an action or continue to patronize a store because of an incentive they stand to gain.
So you no longer leave the option of filling out the survey up to the customer’s goodwill but you influence the action by offering an incentive they’d be interested in.
You can also use loyalty tools like CandyBar that help you gain customer feedback every time a client gets a loyalty stamp after making a purchase.
That said, transactional surveys are great for capturing customer feedback immediately after a client takes an action in the store.
Once the transaction has occurred, you can politely ask the customer about their experience on your ecommerce store. This boosts the chances of a reply because the customer is elated about their new purchase. Moosend is another automation tool you can use to quickly send surveys right after a purchase.
Track What People Are Saying About Your Brand
Have you ever searched your own brand on Google? If not, give it a try right now.
What are people saying about your ecommerce store? You should be reviewing consumer comments, both positive and negative. It’s a simple way to see what the public thinks of your brand.
If the manual approach of conducting a Google search seems a little too time-intensive, you can apply for Google Alerts for particular keywords that relate to your business. This feature also allows you to receive fresh insights whenever people mention your store’s name.
Also, be sure to complete your Google My Business listing so prospects can find your brand on Google maps and search. It also gives your business a better understanding of what people are saying about your business through customer reviews and questions.
Finally, take advantage of tools like Brand mentions that’ll help you track all instances of your brand’s name across online blogs, forums, and review platforms. These tools make it easy to learn customers’ perception of your brand.
Understand Your Website Visitor Behavior
Your ecommerce store customers and visitors can only tell you so much. Yes, a lot of them will give you feedback, but there’s a percentage that won’t.
If you’ve used one of the best ecommerce website builders, it’s more likely your e-store has built-in functionality like ecommerce analytics and customer insights. However, you can always optimize your store to receive feedback from such visitors and customers without asking them questions.
Tools like Hotjar, Fullstory, CrazyEgg or even Google Analytics give you an inside look at your website user sessions. You’ll see exactly what a visitor is doing when they land on your ecommerce store. If you want to go a step further, you can also use A/B testing tools to test different variations of your pages and get the most engagement possible.
In this example from Fullstory, you can replay user sessions and see the exact actions customers take on your website.
These tools even show you deeper analytical overviews with heat maps that reveal where customers tend to stay longer while in your store.
With such fresh information, you can gain insight into your store’s user experience and where you need to improve.
Collect Feedback from Social Media Platforms
Granted, not everyone in your target audience is on social media, but a lot of them will be. Social media is an excellent avenue to gather customer feedback.
You can start by using the traditional method of following, replying, and commenting on posts to get a general idea of what your followers’ thoughts are. Although this is effective it’s hard to measure.
As you may know, Facebook includes user post reactions (alternatives to the like button) on posts now. These reactions can be used to collect customer feedback from your followers on social media as the example below shows:
Though this may not be scientifically correct, you could get a general feeling of what your customers are saying. Use this info to help you with marketing activities, like Facebook advertising. Likes, comments, and reactions are signs of social proof which is a crucial component in successful Facebook Ads.
Moreover, Facebook now permits users to set up polls, which is more accurate for collecting and understanding customer feedback.
Send Emails Requesting Feedback
Every good marketer will tell you the big bucks are on your list. Brands spend years on end building lead lists and those lists are among the most important assets of any business, irrespective of its industry.
Such lists are also an ocean of current, previous, and potential customers that you can ask questions for feedback. However, because of how important these lists are, emailers must be clear in what they’re asking for in the email.
The trick is in letting customers know what they’ll gain by opening your email and completing the action. Also, be sure to let them know how long it’ll take to complete the survey before they get started. You may want to include visuals as well, as they help improve your email engagement.
Here’s an example:
“Help us serve you better! Take this 3-minute survey and get a free table lamp on your next purchase.”
Regardless of your industry or business size, the most important aspect of your brand is your customers. And without getting feedback from them, how do you know what to improve?
Follow these simple customer feedback tips and watch your customer experience improve tremendously.
About the Author – Raul Galera is the Partner Manager at ReferralCandy and CandyBar, two tools helping small and medium businesses run customer referral and loyalty programs. He’s been working in the tech sector for the past seven years and regularly writes about marketing, ecommerce and tech.