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Are Abandonment Surveys the Answer to Customer Feedback?

Are Abandonment Surveys the Answer to Customer Feedback?


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Marketing Assistant, Nic Weschenfelder, shares 7 top tips to creating the perfect Abandonment Survey.
Surveys are fast becoming a valuable part of a customer’s online journey. But getting your customers to answer them, before hitting that dreaded “x” button, is a bit of an art.
Abandonment surveys are an awesome way to proactively reach out to customers, finding out what’s really on their mind and the real reason they’re leaving their cart items behind! And with companies, like Virgin Atlantic, boasting an impressive 56.5% open rate and 28.9% response rate with these types of communications, the days of reading your customers’ minds might just be dwindling. So without further ado, here’s 7 top tips to creating your very own abandonment survey…


1 Clear Intentions

Explaining the purpose of the survey and the value of the feedback gained from the respondent’s answers is usually a great way to get the ball rolling. Put the respondent’s interests at the heart of the survey, letting them know what’s in it for them and how it will change their future booking/purchasing experience.
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Maybe even offer a little bit of encouragement with an incentive, such as an entry into a prize draw. Then just sit back and watch those responses roll in.

2 What Do YOU Actually Want to Know?

The last thing you want is to end up with a set of fuzzy results that have no real meaning or actionable value. Wasting the respondent’s time just isn’t cool, so drop the age and gender questions and keep your survey focused on the key issue – abandonment. This way you’ll be sure to uncover any weaknesses and/or breaking point(s) within the customer journey.

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3 Short and Sweet

Bored respondents are bad respondents. Survey length certainly plays a role with this and can be detrimental to the quality and quantity of the feedback. When it comes to abandonment surveys, simplicity is key. Keep the questions simple for instant clarity and zero confusion. For best results limit ‘Abandonment Surveys’ to a maximum of 2 questions.
Often 1 quality question regarding abandonment is sufficient enough to get the gist, so don’t make a meal of it.

4 Use Open-Ended Questions Sparingly

Open-ended questions are great for getting qualitative insights from respondents. However, they’re time-consuming and often perceived as annoying, so use them sparingly. The last thing you want to do is give your customers a reason to skip questions or abandon your survey all-together (talk about being counter-productive!).
And a large volume of skipped questions mean even more varied data, making analysis a real pain in the neck.


5 Use Yes/No (aka Polar) Questions Sparingly

When you ask polar questions you only have 2 options, ‘yes or no’. And that’s it, that’s all the information you get. No super helpful insights there. But creating multi-choice questions, where respondents can choose between 5 or 6 options, provides a greater opportunity to get the specific type of data you’re after![/one_half]
And with these responses you can easily analyze and start to uncover what’s really going on in your customer’s mind.

6 Great Surveys Simulate Great Conversations

An awesome survey should be like an awesome conversation. Using a conversational tone makes respondents feel at ease and comfortable in sharing their opinions and thoughts like they would with a friend.
Think of dynamic abandonment surveys as a great way of having a two-way conversation with non-customers. Depending on a respondent’s answer, you can customize follow-up survey questions to make it more engaging and help gain actionable insights to address their concerns.
Tesco Mobile’s dynamic abandonment survey does just this, helping to create a logical and flowing conversational format. Best of all, this allows them to collect highly detailed customer feedback in just 2 simple questions! Now that’s pretty cool.


7 Act on Your Data

Identifying the issues and trends behind why your potential customers are abandoning their baskets is first class data. It’s data that provides you the opportunity to learn exactly what’s on your customer’s minds. But collecting this information is just the first step. Once you have it, act on it… and act fast!
Make the appropriate changes, in line with your customer’s views, and optimize your website to ensure those customers won’t be bailing out of their purchase the next time they visit your site.


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