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How a Survey, Form or Questionnaire Can Benefit Your E-commerce Business.
    Sun, 22 Sep 2019

    Surveys and forms aren’t that uncommon in the e-commerce world. In fact, I’m sure you can think of a form or survey you’ve received after or during an online purchase right away. But why should you use surveys for your online store, how should you use them and how could it benefit you? In this article, we’re going to break down the essentials and dig deeper into the best and the worst practices, and put you on the right track so you can start surveying your customers right away!

    Embrace the Power of Customer Feedback

    Knowing what your customers are interested in is the first step to being able to offer them something they are truly looking for. A simple survey for your customers can tell you more about them then you would expect, as surveys are one of the easiest ways to collect information from your customers.

    Many businesses choose to use surveys as an afterthought, and not as one of their main tools to collect feedback, which can potentially be an expensive mistake on the longer term. Surveys can make you understand your target audience much better, they can help you put data behind ideas, develop customer relationships and much more.

    Plan Your Survey Objectives Accordingly

    Before you start creating your survey, you must have a clearly defined objective planned out. Some examples of your objectives could be:

    • How satisfied or dissatisfied your customers are
    • What products do they want or expect from you in the future
    • What could you do to improve your products and service

    Knowing your objectives as you’re building your survey will prevent you from having questions on your survey that can be open-ended. If your responses are too broad, it will be very difficult to get actionable insights after your done conducting your survey.

    Sharing your objective with your respondents can also be incredibly valuable. When they realize they’re able to make a change or changes to your business, it can motivate them to provide honest and meaningful feedback. Motivated customers are also much more likely to complete your survey without having any other incentive, such as a gift card or a discount code. Especially if they are a fan of your business.

    Getting Your Surveys & Questionnaires to Your Customers

    There are many ways to get a survey or questionnaire to your customers. We’ve compiled a list of good and bad practices for you, so you don’t make the same mistakes as plenty of others make. You deserve better!

    Good practices:

    Share a survey after a purchase

    When a customer has purchased something, they can provide you instantaneous feedback as they just went through your entire purchase flow. This will provide you with fresh feedback, just like during employee onboarding, for example. A first-time user will give you fresh insights you can most likely not think of.

    Send email surveys to your customers

    Your customers are your fans. They’ve bought from you before, and if you didn’t mess up anything in between the time they bought something from your store and now, they will more then likely be happy to answer a short questionnaire.

    Add a feedback survey to your website

    Adding a survey to your website will give you feedback on your website specifically. Having a feedback button on your website will give customers with good intentions a way to get in touch with you without having to go out of their way.

    Share surveys to your followers on social media

    Social media is an amazing tool to get feedback on a large scale for your business, especially if you’re willing to give a small reward to your submitters. For example, a very effective and cost-effective way to get a large number of survey submissions would be to create a raffle where everyone that submits the survey and shares it on their profile has a chance to receive a coupon code.

    Bad, terrible practices:

    Avoid long surveys

    Any survey that has more than 10 to 20 questions will have a much lower completion rate compared to one that has 1 to 10 questions. Creating surveys that are too long will result in increased abandonment rates.

    Pop-ups before someone leaves your website

    Do you like having things shoved in your face? You probably don’t. Neither do I. It’s no secret that it’s a bad practice to try to hook people back in. Don’t be that annoying sales person that doesn’t want you to leave their store if you didn’t make a purchase.

    Pop-ups in general, do-not-do-it

    Anything that pulls attention away from your content and onto a survey isn’t immediately beneficial to your business. It’s much more effective to survey your customers during a moment where they aren’t interacting directly with your content.

    Anything that blocks what your customers are doing

    Your customers are browsing your store because they’re interested in making a purchase, not because they want to be obstructed. Stopping your customers with what they are doing by giving them anything that blocks their screen deals a huge blow to your user experience, and you should avoid doing it.

    Putting the Data You Collected to Work

    Collecting the data is the most difficult part of the job. Now you’ve collected a treasure trove worth of data, it’s time to put it to work. You’ve probably already received lots of different kinds of findings, whether they are expected, unexpected, pleasant or alarming. Breaking down your findings is what will make you be able to take action.

    For example: you’ve just finished a survey to find out what your respondents think of the products you have in stock. In the summary, you notice that most of the respondents are recurring customers, but you want to find out where most of them are from to see where most of your marketing efforts are working well. So you start to break down the location of the respondents that are recurring customers and one-time customers. Now you have a better idea of where your recurring customers are located, you can decide whether to invest extra efforts there or to put more efforts into the areas where you have more one-time customers. That’s obviously up to you, but you’ve just saved a lot of money and time for other departments that would usually be up to that task!

    To sum up:

    • Start surveying your customers sooner than later, as it can be an essential tool to growing your business in the long term.
    • Plan your survey correctly, make sure it’s on-point and gets you the data you’re looking for.
    • Make sure your survey doesn’t block or annoy your customers from making a purchase from you. Prevent making mistakes that plenty of other businesses make, as it can potentially hurt your business.
    • Use the data like you’ve planned you would in step 2. Using the data you’ve received can potentially save you lots of money and makes your business much more efficient.
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