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8 On-Site Ways to Gather Better Feedback from Your E-Commerce Customers

Growth Spark

Photo by Jason Rosewell on Unsplash


You’ve probably heard the statistic that a happy customer will tell 11 other people about their experience (while unhappy customers will complain a lot louder and more widely).

How do you know whether your customers are happy or not? And how can you make adjustments as needed to make sure that your customers are thrilled with your brand and products?

In a word: feedback.

The goal is to get feedback before problems arise, and to address any problems that do come up quickly. Most shoppers understand that things go wrong occasionally. An error in their order or a product defect is an opportunity for you to turn the situation around, make it better for your customer, and (if you do it well enough) create a long-lasting positive impression.

Not only can customer feedback help you reinforce a positive relationship with your customers, it can also help guide product and service development so you focus your resources on what your customers consider important. Feedback can also help inform future design and content decisions to proactively address customer questions and issues.

To start receiving valuable feedback, the key is to make it easy and convenient for your customers. The best place to offer different feedback options is your online store - this is the first and most common place where your customers will interact with you.

8 On-Site Tools to Gather Customer Feedback

Some customers like to write reviews, while others want to talk to a customer service person, and others will want to contact you by email. It’s important to present options for all of these preferences, and to make them all fast, easy, and visible.

Let’s take a look at eight different ways you can invite your customers to submit feedback from your Shopify site:

#1 Pop-Up Forms

On-site survey

Homepage pop-up forms can give customers the option to self-select their interests, like this example from a real estate company. With the answers, you can tailor content shown to that customer based on their response. The data also gives you insight into whether you get more of one kind of customer over another.

Static form self-select

Using the same idea, online merchant New England Outdoor presents a static form on their homepage asking customers to self-select either pre-built sheds or a custom “Design Your Own” option.

#2 Dedicated Feedback Email, Form or Button

Contact feedback form

One of the most effective methods of generating feedback is a simple email address specifically for customer feedback (ex. Many merchants also have a simple feedback form that invites customers to enter their feedback directly on the site, like this one on the Black Dog site.

#3 Feedback Forms Tailored for Specific Pages

Are you interested in feedback about your ordering process, your product pricing, or the fulfillment and shipping experience? Where you choose to place feedback forms on your site should relate directly to the type of feedback you want.

Asics feedback form

Some common locations for feedback forms include:

  • Cart abandon feedback
  • Product pricing page
  • Checkout page

#4 Post-Purchase Survey

Feedback form from Enquire

With many conversions coming from direct and branded organic search, it’s difficult to identify what strategies are working and what aren’t. A post purchase survey using an integrated tool like Enquire makes it easy for you to ask customers directly with questions like:

  • Where did you hear about us?
  • What product should we make next?
  • How would you rate your shopping experience?
  • What could we make even better?
  • How do you like to connect with us?

Give customers even more reason to complete a brief post-purchase survey by offering a discount code for a future purchase.

#5 Live Chat

Live chat function on ShopifyAccording to a survey, 44 percent of online shoppers feel the best feature an eCommerce website can have is a live chat. An integrated live chat app, like the one that Joe Grooming uses, can help customers locate an item and respond to questions about pricing, availability, and shipping. The immediate nature of live chat functionality can support a seamless, uninterrupted shopping experience, and can add a more human and personable feel to the interaction.

#6 Product Reviews

Product reviews

Offering your customers an easy place to give product reviews, like BottleKeeper does, is a great way to turn shoppers into brand evangelists, which we talk about in our Shopify 101 post about retention strategies. In addition to being a great way to build a stronger relationship with your customers, reviews are also a huge source of feedback data. Product reviews can give you insight at a per-item level that can inform product development (“Should we add more colors, sizes or features?”), marketing, and merchandising.

#7 On-Site Community Q&A Forum

On-site Q&A forum

People feel good about helping each other. If you give your customers a place to answer each others’ questions about your products, it can fill in some of your customer support function while also offering a valuable trove of feedback info. Loyal customers can help provide useful and relevant responses to questions and comments posted by other forum users, creating an active community around your brand and building a searchable resource for people with questions. At the same time, you can learn more about what your customers really want.

#8 On-Site Analytics

This isn’t the same as direct feedback, but tracking your on-site analytics - either with Google Analytics or a customer behavior tool like Hotjar - will give you valuable information about how customers are using your site.

Hotjar customer analytics heatmap

This data can be tracked to help you understand the results of A/B testing, and the impact of on-site changes and adjustments.

What to Do With Customer Feedback?

This is the most important part: taking action with the feedback once you have it. Negative feedback should always be directly and immediately addressed and resolved with the customer. Positive feedback can be a powerful tool for growing your brand and your customer relationships.

We hinted at some of the ways you can use your feedback above, but here are three of the most powerful ways that you can use positive feedback:

  1. Inform product development. Are many customers all clambering for a new feature or color that you don’t have yet? Feedback tells you exactly what your customers want so you can give it to them.
  2. Identify potential brand evangelists:As this Forbes article mentions, building closer relationships with the customers who offer excellent feedback can grow your brand and end up bringing you more business. Your brand evangelists will amplify your messaging and actively promote your products and services.
  3. Use positive feedback as social proof. It’s always more powerful when someone else says how great you are.Positive social proof can be what tips someone to become a first-time customer.

To ensure that the feedback keeps coming, it’s also important to give back to your customers and feed the feedback loop.

Feed the Feedback Loop

Customer feedback loop

Graphic from Feedbackly Blog

When your customers give you feedback, they are giving of their time and energy. They’re hoping they will be heard. Keep the feedback coming by acknowledging feedback and thanking your customers.

Share their posts on your social media, giving them a shout-out in your newsletter, or giving them a discount or other gift to help your customers feel good about voicing their thoughts.

A healthy feedback loop will continually pay off with more loyal customers, more new customers, and greater brand awareness.

This document was edited with the online HTML5 composer. Please subscribe for a membership to remove similar messages from the edited documents.

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