Here’s a motto every e-commerce business should go by: Turn customer complaints into compliments.
Resolve a customer’s complaint, and 70% of the time, they’ll do business with you again. But here’s the problem: the average business only hears from 4% of its dissatisfied customers.
That’s why customer surveys are so important.
They provide insights into customer behaviours and preferences. Surveys help you make data-driven decisions that improve customer experience, personalize your marketing efforts, and enhance product offerings.
Why is customer survey data so crucial in e-commerce?
Survey data is crucial for understanding customer behaviour and preferences, as it provides direct insights into what customers are looking for, how they shop, and their expectations. For example, a men’s suit clothing store could survey to learn more about customers searching for an affordable green suit.
The store can gather valuable data on customer preferences by asking questions about preferred fabric, price range, and style (e.g., slim-fit vs. classic). If the survey reveals that most customers choose a specific price point and fabric, the store can adjust its inventory to meet these needs.
Additionally, understanding shopping behaviour—whether customers prefer shopping online or in-store—enables the store to optimize its marketing and sales channels, ultimately driving more conversions.
Types of Customer Survey Data to Collect
There are a few types of customer surveys. The key is knowing which type will give you the most actionable insights.
Product feedback surveys
Product feedback surveys help you understand what’s working—and what isn’t—with your products.
These surveys are a great way to get specific, candid responses about the features, design, and functionality of your offerings.
You can ask questions like, “What do you like most about this product?” or “What would make this product better?” With these answers, you can tweak your products to meet better customer needs and maybe even get ideas for new products.
Customer experience/satisfaction surveys
Customer experience and satisfaction surveys are essential in any e-commerce business. They help you understand how customers perceive their interactions with your brand.
Did they love their experience? Was it so great that they couldn't help but tell people about it and become loyal to your brand? Or was it something they never wanted to experience again?
Gathering feedback through these surveys can help you pinpoint areas that might need to be improved to enhance the overall shopping experience.
Source: Pet Health Review Survey created with Sogolytics survey tool
Here are a few key metrics you should consider incorporating:
- Net Promoter Score (NPS): Net Promoter Score measures customer loyalty and satisfaction. It asks customers how likely they are to recommend your brand to others. This scale ranges from 0 to 10, allowing you to categorize them as Promoters (9-10), Passives (7-8), or Detractors (0-6). So, you can identify unhappy customers who have issues with your brand and address those issues before they churn.
- Customer Satisfaction Score (CSAT): It measures customers' happiness with a specific interaction or overall experience. You can ask questions like, “How satisfied were you with your recent purchase?” and provide a scale (e.g., 1 to 5 or 1 to 10) for responses. This score provides a clear snapshot of customer satisfaction, helping you understand which aspects of your service are excelling and which need improvement.
- Customer Effort Score (CES): CES assesses how easy or difficult it is for customers to accomplish their goals with your brand, like making a purchase or getting support. By asking customers, “How easy was it to complete your purchase?” and providing a scale, you can identify the difficulties customers encountered while using your services.
Post-purchase surveys
A customer’s journey doesn’t end when they click “purchase.” Their experience after placing an order is just as important for keeping them around for the long haul.
Post-purchase surveys gather insights into shopping speed, packaging, and returns.
These are critical touchpoints where your brand can shine or stumble. The information you gather here can help you ensure the buying experience feels smooth from start to finish.
Market research surveys
Want to know what trends are on the horizon or what products customers are hoping to see next? Use market research surveys.
These surveys help you stay ahead of the curve by gathering input on customer needs and future expectations. Collecting data on what’s trending in your market can help you spot new product development and growth opportunities.
You can also test the waters for potential expansions into new categories, all based on real customer input.
4 Ways to Use Surveys to Boost E-commerce Offerings
Once you’ve collected your survey data, what’s next? It’s time to put that feedback to work to improve the CX and your product offerings.
Here’s how to make survey data your best friend when refining your e-commerce strategy:
1. Enhance product features
In surveys, your customers can highlight the features they love about your product(s) and areas for improvement.
For example, if you notice a trend in responses about a product lacking a specific feature, it’s a great opportunity to enhance it.
Suppose you sell a kitchen gadget, and customers consistently mention that they wish it had a built-in timer. Adding these features allows you to (1) improve the product and (2) demonstrate that you’re listening to your customers.
2. Identify new product opportunities
Survey data can be a goldmine for discovering new product ideas that resonate with your audience. If multiple customers express interest in a product you don’t currently offer, it’s a clear indicator that there’s a demand waiting for you to meet.
For example, if you own an online pet supply store and notice that customers are asking for eco-friendly toys, you might want to explore this option.
3. Fine-tune pricing strategies
Price can be a huge factor in a customer’s purchasing decision, and continuous survey feedback can help you strike the right balance.
In a survey, ask customers how they feel about your pricing, whether they think it’s fair, too high, or a great value.
If many customers say they love your products but feel the prices are a bit steep, consider adjusting your pricing strategy or offering periodic promotions to make your products more accessible.
On the flip side, if your customers consistently indicate they perceive your products as high-quality and worth the price, you may have room to maintain or even slightly increase your prices without losing sales.
4. Improve product descriptions and imagery
Sometimes, customers may hesitate to buy simply because the product descriptions or images don’t meet their expectations. If survey feedback reveals confusion about specific products or a desire for more detailed information, consider this your cue to refine your approach.
High-quality images and clear, informative descriptions are crucial for online shopping. If you have a clothing store, providing detailed size charts, fabric descriptions, and lifetime images can help customers visualize the product more effectively.
Notice this product page for an Artisan print top at Chico’s. It has:
- A wide range of images that allows shoppers to see the product from different angles
- A clear product description that describes the top’s fabric and features
- A size chart that gives shoppers key measurements to ensure the perfect fit
Chico’s even includes a feedback button on the right side of the product page. When they click the button, they can answer questions about the website, the shopping experience, and more.
This allows Chico’s to optimize its offerings further and make shopping with them as smooth as possible.
Best Practices for Gathering and Using Survey Data
Now, you know how to use customer survey data to your advantage. But don’t forget to follow these best practices.
Keep it short and sweet
Remember that brevity can be powerful when crafting surveys for your e-commerce site. A concise set of questions can yield valuable insights without overwhelming customers.
Take inspiration from various industries; for instance, some telemedicine platforms use brief surveys to streamline appointment scheduling.
Henry Meds employs this tactic with a simple button leading to a short questionnaire for those interested in treatments like semaglutide online. This gathers essential data and enhances the user experience by quickly connecting customers with relevant services.
By implementing similar strategies, you can efficiently collect information to fine-tune your offerings and improve customer satisfaction, all while minimizing friction in the purchasing process.
Focus on data privacy and security
Don't just focus on the insights when using survey data to improve your e-commerce offerings. Keep the data secure.
That's where Data Security Posture Management (DSPM) comes in. DSPM helps make sure customer data from surveys is stored and protected properly.
By managing how data is accessed and kept safe, you can use survey feedback confidently, knowing your customers' information is secure. This enables you to make informed business decisions while adhering to data security standards.
Incentivize participation
Consider offering incentives to boost response rates. These can include:
- Discounts.
- Gift cards.
- Entry into a raffle.
This encourages participation and shows customers you appreciate their time and input.
Follow up with respondents
Follow up with customers who provided feedback. Thank them for their input, and let them know how you’ve used their suggestions. This fosters a sense of community and encourages further participation.
Improving Your E-commerce Offerings One Survey at a Time
Take the guesswork out of improving the e-commerce customer experience with survey data. You’ll be so happy you did, and so will your customers.
Once you uncover how they truly feel about your brand and what you have to offer, the sky's the limit.
So, let your customers’ voices be heard.
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