Focus on open-ended questions
Multiple choice answers save time for the obvious stuff – such as how the customer found your store or what’s their preferred method of interacting with your brand.
But when it comes to the tough questions – the ones regarding the end-to-end customer experience – you’ll get valuable insights if you don’t limit your customers to multiple choice answers. And you’ll get some responses you’d never predict.
Here are some great examples of open-ended questions:
- What would be the one thing you would improve in our online store?
- Which other product from our store would you consider buying?
- Was there something that nearly stopped you from completing your purchase?
- What do you like most about the product you purchased?
Because they provide you with more broad and unique explanations, the answers to open-ended questions require more effort to analyze than heat maps and NPS surveys, which are both useful tools in their own right. But it’s worth the effort because you can get more diverse and insightful feedback.
Get the timing right
Timing is everything when facilitating feedback. The thing is, you want to give the customer enough time to experience using the product, but you also want to grab the opportunity while the experience of shopping on your platform is still fresh in their mind.
That’s why it’s generally recommended to send the survey request anytime between 2 to 5 days of the receipt order. The likelihood of a response is highest within this time frame. Present your survey as a polite request for the customer to give their input so that it feels more like an encouragement to express themselves about their shopping experience.
Make a different survey for frequent customers
If a customer purchases frequently, it’s obviously way too much to ask them the exact same questions every time. In fact, “too much” is a euphemism – that would be rather frustrating for them and in any case, useless to your efforts.
It’s important to categorize your customer groups and send different surveys to returning customers, asking more specific questions. If someone is buying from you for the second or third time, you’re not going to be asking them again whether they would recommend your store to a friend or what their preferred method of interaction is.
Returning customers can help you come up with something really big and valuable to your brand – they’re your best resource. Ask them for suggestions on improving your brand – everything from your products to your website. You can build your strategy around your most loyal customers.
Better yet, you can take a more personal approach to thank them and sending them feedback requests. Acknowledge their opinion and give them an important role as a loyal customer – that will definitely encourage them, and their feedback could spark the best idea you’ve had so far.
As an online store, your entire strategy needs to rely heavily on your existing customers.
With so many options easily available, the average person won’t hesitate to search for the next best thing if an online store doesn’t meet their standards. After all, it takes only a couple of clicks. That’s why you need to invest all your efforts into learning about your customers and improving your strategy based on their insights. The more you listen, the more you can optimize your products and the customer experience, paving the way to a steady increase in sales. Ask the right questions, time them well, and always learn from your customers – it will pay off tenfold.
About the author: Meaghan Yorke is a content writer for DesignRush. These days she is all about researching various IT related topics. When she is not working she enjoys dancing classical ballet.