In our latest SaleCycle Academy video, Andrew Howie looks at how online retailers can use customer surveys.
Surveys are one of the quickest ways to find out what matters to customers. They can help retailers to learn and improve the customer experience.
In this video, we’ll look at how and when online retailers can use surveys, and how to make them easy for customers to complete.
Timing matters with surveys, and it’s important to present them at a point which doesn’t interrupt the user. For example, some sites serve up a survey soon after customers land on their site, which can be intrusive.
Instead, think about timing and present customers with a survey at a relevant point, perhaps after they’ve completed a purchase or when they’re about to leave the site.
For example, a survey can be shown when customers are about to leave a site, to find out why customers decided to abandon.
Surveys can also be sent by email, after the customer has made a purchase, or even if they left without buying.
People are often short of time, so it’s important to keep surveys relatively short and simple to complete.
So, multi-choice questions where customers can select from a list of answers help, though you can still add a free text box so customers can be more specific in their feedback.
There’s a lot retailers can learn from surveys – the reasons customers abandon purchases, or any specific problems they’ve had when using your site.
And it’s not just about asking what went wrong, – positive comments can tell you what customers see as your strengths, and confirm that the site is working well for them.
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Graham Charlton is Editor in Chief at SaleCycle. He's been covering ecommerce and digital marketing for more than a decade, having previously written reports and articles for Econsultancy. ClickZ, Search Engine Watch and more.