Today, providing an excellent online shopping experience is a must. But, how do you know if customers are happy with your products and services? The answer is by conducting surveys. Running surveys in your e-commerce store may be the least of your priority now or just an afterthought. We’re here to tell you how important and beneficial surveys are for your business. For one, surveys unlock what customers think about your products, services, and how they feel about the overall online shopping experience. Without proper conduct of surveys, you let a huge amount of information slipping through your fingers.
In this post, we will discuss the benefits of conducting surveys, the ideal time to survey customers, what to ask your customers in the survey, and more.
Benefits of Conducting Surveys
Surveys offer valuable insights on what customers like or don’t like about your products and services and what make them hit the “buy” button. Instead of doing the guesswork about your customers, you can get the answers straight from the customers themselves through surveys. Plus, it lets you into the minds of customers.
It also lets you know what are the problems and issues of customers abandoning their carts and not purchasing at all. That’s why surveys are a great way to find out what needs to be fixed or improved on your e-commerce store, and your products and services.
In our post about the “8 Reasons Why You Should Survey Your E-Commerce Customers Regularly”, we emphasized the importance of conducting surveys to gauge customer loyalty, help establish customer relationship and market research, know customer shopping habits, find out the reasons behind abandoned carts, determine the demographics of customers, improve customer relationships by getting their feedback.
According to Listenloop, asking your customers can help you improve your business and products, gain a better understanding of your market, and even bring you referrals.
Types of E-commerce Consumer Surveys
In general, surveys can be classified into two: open-ended and closed-ended questions.
Open-ended questions are questions that require your customers to express their thoughts, ideas, and suggestions in phrases, sentences or paragraphs. Those essay or comment box questions are examples of open-ended questions. An example of this is the question “Please describe your shopping experience”. Analyzing the results is often meticulous and time-consuming since you need to read them one-by-one. But one advantage of open-ended questions is that it offers insights on what and how the customer thinks and why. It also sheds insights as to the language and expressions used by customers that you can use for marketing outreach campaigns.
Meanwhile, Closed-ended questions are surveys wherein customers select their answers through a set of predetermined responses. These kind of surveys are popular because it is easy to tally and see the results.
There are different forms of closed-ended questions such as Multiple Choice Questions, Dichotomous Questions, Scaled Questions, Likert Scale, Slider Scale and Ordinal Questions. Now, lets briefly define them below.Multiple Choice Questions can have a single answer or multiple answers in multiple choice format while Dichotomous Questions have two possible responses. On the other hand, Scaled Questions let customers select a single rating for your question. Moreover, Likert Scale
Multiple Choice Questions can have a single answer or multiple answers in multiple choice format while Dichotomous Questions have two possible responses. On the other hand, Scaled Questions let customers select a single rating for your question. Moreover, Likert Scale is used to determine respondent’s views on a specific thing. As its name suggests Slider Scale lets customers need to rate the level of their satisfaction on a numerical scale. Ordinal Questions is where customers need to rank their answers according to importance or significance. And Demographic Questions are is used to find out more about your customers specifically their demographic profile. Read more in our post “A Glossary Of Survey Forms For E-Commerce Consumer Surveys”.
If you’re wondering what questions to ask your customers, then worry no more as we will be giving you suggestions below on.
How to Conduct Surveys
Surveys can take different forms such as Feedback Form embedded in your site, After-Sales or Post- Purchase Surveys, Sending a Survey Form via Email, Posting the Survey Form in your Social Media pages, Pop-up Survey Form, and Live chat.
Aside from the placement and conduct of surveys, another factor that you need to consider is timing. Timing affects the response rate of customers and click-through rates.
So, how do you conduct surveys in your e-commerce store? You can choose to conduct the survey right after they place an order or Post-purchase, days after they received the package, directly after an interaction, before making changes, end of campaigns, after cart abandonment and after their trial experience, or after a milestone. These are discussed in detail in our post “When is the ideal time to survey your customers”.
According to Econsultancy, “Instead, my favorite type of e-commerce survey is one embedded in the order confirmation page. I like these because there is zero risk of distracting someone from placing an order since the survey is only offered once the sale is complete.”
Furthermore, one of the best ways to survey customers is After- Sales or Post- Purchase. By installing After Sale Surveys for WooCommerce, you can automatically show survey request after placement of order, schedules survey pop-ups, exports survey participants and responses and summarizes survey results.
According to Help Spot, “Surveys can provide valuable insight, but only if constructed in a manner that appropriately questions the participants and allows them to provide appropriate and accurate answers. Don’t lead your customers’ responses. ”
As defined by Media College, a leading question is a question which subtly prompts the respondent to answer in a particular way or simply where the answer is suggested by the question.
An example of leading questions is “Are you satisfied with our amazing product” or “How unsatisfying is your experience with our competitors”. By using the adjectives “amazing” and “unsatisfying”, you insert bias which downplays the accuracy of your survey and defeats its purpose. There are three main reasons why you should avoid leading questions specifically it ruins your data, bias element, and causing unnecessary additions to the question. Aside from that, the reason behind why you should avoid leading questions is to get truthful and honest feedback from your customers.
We discuss these three major points on our post “Why Avoid Leading Questions in your Surveys”.
Next, let’s discuss the different survey questions that you need to ask your customers.
Survey Questions that you need to ask your e-commerce customers
In our article “How to Develop a Post-Purchase Questionnaire”, one suggestion is to come up with questions that are short, on point and takes a little time to answer. To give you an idea of questions to ask your customers, we compiled a list of survey questions below. Take note that you can improvise the questions depending on your business needs and survey objectives.
Here are the 8 questions that you need to be asking your customers:
Question 1: Where did you first hear about us?
Question 2: Which of our products/services do you like best?
Question 3: What products would you like us to offer or services would you like us to provide?
Question 4: How would you describe us to a friend/colleague? (Please write down the exact words you would use)
Question 5: How likely are you to recommend us to friend/colleague? (On a scale of one to ten, one being the least likely and ten being the most likely)
Question 6: Please list the top 3 reasons that led you to visit our site.
Question 7: Please list the top 3 things that almost stopped you from doing business with us.
Question 8: How can we make your experience with us even better?
These questions stated above are discussed in detail in our post “8 Survey Questions You Should Ask Your E-commerce Customers and Why”.
How to Increase Response Rates
The goal of surveys is to get responses or feedback from your customers. That’s why it is not enough to run surveys in your e-commerce store, you need to get customers to click and answer the survey form. Now, there are various ways that you can increase response rates.
To do that, you must let the customers feel that you value them and their responses. You need to let them know why you are conducting the survey in the first place, and how you appreciate their feedback.
When you’re sending surveys via email, make it short and simple. Make the message short and include the link where they will be redirected to answer the survey form.
Another way to make sure that customers answer the survey is to provide incentives such as discount coupons, raffles, gift cards, contest entry, and rebates. The point is to be creative in subtly convincing customers to answer the survey.
Most customers are also conscious about their privacy so make sure that you are transparent on why you are conducting the survey, how the results will be used, and whether they will remain anonymous or not. Read more on our post “How to increase response rates of surveys“.
The next step that you need to do is decide on how to extract and analyze the data you need from the survey. You must be able to accomplish the objectives of the survey. Identify the common answers of customers in the survey. From the survey results, you need to be able to make conclusions, recommendations, and necessary improvements.
According to Hostgator, “Avoid gathering all your feedback and leaving it unused in a unnamed folder on your computer. Take action with the information you’ve received. Think of customer feedback as a loop. Your team should be constantly listening and prioritizing issues based on what you’ve learned. Then, resolve the issues and adjust your product or service.”
Find out whether there are issues and problems and address them accordingly. In this light, you will learn how to improve the overall online shopping experience of customers.