Online surveys for a better E-commerce experience

If you’re looking for ways to improve your e-commerce website, why not ask your customers themselves. Surveys are one of the most efficient ways of knowing how potential clients perceive your website and how they value your products and services. It’s also a way of finding out what’s missing on your site or what’s broken or getting in the way of conversions.

As soon as you have set up your e-commerce website, optimize your site for search engines, then consider having a customer survey right away. Here are some key reasons:

    • Unlike Google Analytics reports and split tests, you don’t have to wait and collect a significant amount of data to construct your analysis. Instead, you start getting meaningful insights almost immediately with customer surveys.
    • Visitors will tell you precisely what’s wrong with your site by informing you about their experience with your website. It is better than guessing what might have gone wrong or what’s stopping visitors from converting.
    • The more feedback you read, the better understanding you get of your market. You will be in a good position to strategize your entire business approach; right from product development to advertising and marketing. Ultimately, resulting in a better brand and sales figures.
    • List out key functional elements of your website (like user-friendly navigation, easy checkout process, on-site search functionality, shopping cart design & function, product description, etc.). Next, group all comments and feedback, by these elements. By doing this, you can eliminate problems occurring in the functional elements before they affect any more conversions.
    • By reading positive feedback, you can ascertain what you did right and repeat it.
    • You can increase efficiency by eliminating products and services that customers don’t want or don’t seem interested.
    • By listening to your client’s suggestions, and meeting their desires, you can boost customer loyalty.

Where to place the surveys?

Embed survey into your website – Having a dedicated web page for the survey or a feedback form is a good way of getting visitors’ opinions without disturbing their browsing experience. Here visitors will have to go the extra mile to find your page and leave their feedback. The positive aspect to this is, you will get feedback from customers who are genuinely interested in your services or products.

After sale or post purchase survey – By embedding the survey form into the order confirmation page after the sale is complete means you don’t get any entries from people who did not intend to buy, only from real customers. The feedback received from these entries would be more detailed and precise since the visitor evidently tried and tested a bit more than those who gave up instantly.

Email survey form – You can target visitors who have recently purchased from your website to know about their shopping experience and how satisfied they are. Or you could target your subscribers to know how frequently they buy from you and what would encourage them to buy more often. By emailing your client base who have agreed to receive your emails, you are likely to get a good response.

Popup invitation – There is a good possibility that your visitors may not be able to locate the survey embedded in your website and you could lose out on some constructive feedback. The Popup invitation is a great way of reaching out to all your site visitors when your survey needs a little boost. The module pops up inviting your visitors to participate in the survey. By carefully timing and triggering the Popup invitation after a visitor has finished reading the content or has browsed a certain number of pages, you can avoid unnecessarily disturbing them.

Popup survey – Just like Popup invitation, the Popup survey is a method to get in front of your visitors. While many experts discourage the use of pop ups, by carefully timing and triggering these pop ups, you can get some valuable, real-time feedback about your website or product. For e.g. By arranging for a pop-up survey to appear when a user is abandoning the check-out process. Having multiple choice specific options (like, shipping costs are high, or I got frustrated and gave up, product cheaper elsewhere, etc.) you can get to know the exact reason, visitors are dropping off.

Optimize surveys for mobile devices
Design your e-commerce survey, keeping mobile devices and responsive design in mind. Here are some best practices while creating your survey:

    • Make sure that your entire survey does not exceed 4 minutes.
    • Keep the survey short; there are a greater chance responders will complete it.
    • Use responsive scaling of questions to eliminate the need for horizontal scrolling and reduce the need for vertical scrolling.
    • Consider splitting the survey into multiple short survey pages rather than having one long survey page.
    • Use multiple choice aka fixed choice question types. This way, your mobile respondents will only need to check the answer boxes.
    • Introduce auto-completion for free-response or drop-down fields.
    • As far as possible, refrain from using text boxes.
    • Avoid images and ensure page load time is under one second.
By Bassem Saber Digital Marketing Expert
If you are looking for a leading digital marketing agency in Dubai, get in touch at Igloo.

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