Most ecommerce stores understand the importance of collecting customer feedback. Yet, many online retailers struggle to collect the volume and quantity of the customer or visitor information they need. And when they do get feedback, it often comes at the expense of customer experience.
It’s also essential to collect feedback the right way. If poorly executed, the feedback collection process can negatively impact your user experience and reduce the number of filled-out feedback forms. Without enough data, you won’t get the right quantity and quality of feedback to make meaningful changes to your e-commerce store.
Regular and proactive customer feedback collection helps minimize the number of negative customer interactions. You’ll also retain your customers by consistently providing high-quality service and products.
Satisfied customers are more brand. Shoppers also spend more at stores with superior customer service. According to McKinsey & Company, repeat e-commerce customers spend an average of $52.50, while new customers’ average spend is $24.50.
This article will discuss why most ecommerce stores collect customer feedback improperly. You’ll also learn how to collect customer feedback without hurting the user experience.
Let’s start by discussing some of the common mistakes ecommerce stores make when collecting feedback.
Why You’re Probably Doing it Wrong
Let’s look at the four typical website feedback collection mistakes that negatively affect user experience.
1. Same Surveys for Everyone
Most stores use the same forms or methods for all visitors: the same popups, surveys, or email templates for all shoppers. Using the same forms confuses and frustrates the shopper, ending up not providing any feedback.
If you have multiple buyer personas, a simple way is to have customers’ self-segment. You can use popup surveys to ask them why they are on your website. Then target them with the right messages.
2. Asking Feedback at the Wrong Time
Timing is an important factor when collecting customer feedback. Asking for feedback too early isn’t useful to either store or visitor.
A common mistake is displaying the survey or popup form early as soon as visitors land on your website. Customers don’t want an intrusive and poorly displayed pop, which affects their user experience. It causes them to bounce off and leave the website.
3. Ignoring the Visitors’ Customer Journey
Some visitors are just on your website, collecting information. Some are comparing your products to other stores. At the same time, other shoppers are ready to make a purchase today. Each visitor is in a different stage of their customer journey.
A surefire way to not get your feedback forms filled out is treating all the visitors the same and offering them the same feedback questions.
The three common mistakes ecommerce stores make negatively affect the visitors’ user experience. These mistakes reduce your chances of collecting any useful feedback. Poor experience also affects your bounce rates and, ultimately, your ecommerce revenues.
Next, we’ll look at how to collect the customer feedback you want while ensuring an optimal user experience.
How to Collect Feedback The Right Way
The medium you use to collect feedback, such as popups, live chat, or emails, is less important than asking the right question to the right customer at the right time.
To ensure that you are collecting the right quantity and quality of customer feedback, it’s essential first to understand where the customer is in their buying journey.
Each visitor is typically in one of the following five stages of their customer awareness journeys:
- Unaware — The consumer doesn’t know they have a problem or desire.
- Problem Aware — The consumer knows they have a problem, and it needs to be fixed but doesn’t know the solution.
- Solution Aware — The consumer realizes that they can solve this problem with the right solution but doesn’t know if it’s your product.
- Product Aware — The consumer learns about the product that can solve the problem but isn’t sure it’s right for him.
- Fully Aware — The consumer knows the products that exist and how much they cost and only needs to know “the best deal.”
First, identify which customer journey stage each visitor is in. Then, target them with the right questions.
Next, optimize your messages or questions based on the customers’ needs and journey stage.
Customer Value Optimization (CVO) ensures the right message gets to the right customer at the perfect time.
Feedback questions are then personalized based on the visitors’ unique interests and behavior. Leveraging the CVO methodology is more effective and successful than only displaying generic popup surveys.
The examples of selecting and displaying the right feedback questions for each step of the Customer Awareness journey are listed below.
1. Allow Unaware Visitors to Self-Segment
In the first stage, the shopper doesn’t know that she has a problem or hasn’t bothered her enough to search for a solution. The visitor could be on your website just to learn about the problem.
Your goal here is to understand what type of visitor they are and determine what kind of content will benefit them. It will also help you segment them for proper future targeting.
2. Identify Problems That Visitors are Looking to Solve
Your goal is to ask visitors questions that can help the shopper understand how big their problem is. You can use qualifying questions to guide them to the next step and then subsequently display the right solution ideas.
3. Recommend Solutions to Curious Shoppers
At this stage, the customer knows about the problem and has realized the solution to that problem, but doesn’t know that your product provides it. Your goal here is to help them choose the right product.
4. Understand Why/Why Not Visitors Purchase Product
At this stage, the visitor knows that you can offer the right products to solve their problem. However, there is still a level of uncertainty on her part. It can either be towards your store itself or your product recommendations. This uncertainty might cause them to push the purchasing decision to a later date or leave your website today.
You can display an exit-intent popup directly asking shoppers why they’ve chosen not to make a purchase today. Here’s an example from Flip.
They displayed the popup below to visitors who visited their sales page and did not make a purchase. The Flip team collected constructive feedback from 300 visitors, and they later applied those lessons to optimizing their website and sales funnel.
5. Guide Shoppers to Purchasing
At this stage, customers know your product. Now they just need the best deal or offer to close the deal. The goal is to provide them the best deal or purchasing options.
If the visitor has been on the sales page and still not made a purchase, you can simply ask them to choose the best product or service option using a popup. It helps you move them along the final steps. If they commit to a particular model or option, they’re primed to purchase your service.
6. Collect Feedback After Order is Placed
The shopper has purchased from your store and is now awaiting delivery.
Take this opportunity to deepen the relationship and continue building trust. It’s also a prime opportunity to increase order value with post-purchase upsells.
You can display a popup on the Thank you page post-purchase and ask for feedback. One great example is PhysioVit.
You can also collect feedback by placing QR codes on shipped products. QR codes are easy to scan and can be easily created using a QR code maker.
Collecting customer feedback helps uncover gaps in your ecommerce marketing. The real-life feedback data will help optimize your website, improve marketing messages, and highlight the right offers.
When done right, collecting feedback will also help you reduce website bounce rate, improve user experience, increase cart value, and average order value.
We covered some of the most common ecommerce stores’ most common mistakes when collecting their visitors’ feedback.
By understanding the customer journey and displaying the right message to the right visitor at the right time, you can increase your odds of collecting feedback. And your customers’ user experience will be better than ever.
Which methods have you employed to collect customer feedback? Let us know in the comments below.