Did you know that 54% of consumers have higher expectations for customer experience today than they did a year ago?
Getting customer feedback is table bets. Knowing how your website, product or service is performing is key to long-term business success. It tells you what needs improvement and enables you to meet customer expectations. It also helps strengthen customer loyalty by showing that they are heard.
But how do you collect feedback? Here, we’ve outlined eight ways to gather customer insights, best practices for each tactic, and what they can tell you about your site.
Pop-up polls appear in the middle of the screen and require user action – whether they’re answering the question or closing the window. These surveys can be effective, but they run the risk of offending people and causing them to leave your website.
Keep questions simple, clear and concise to minimize intrusion and increase the likelihood of answers. Yes or no questions usually work well with this tactic. You can also work on a lag basis, so a survey isn’t the first thing a visitor sees when they reach your content.
A feedback widget is a button that appears at the edge of a web page. When someone clicks the button, they can rate their experience or answer an open-ended question. Due to their layout and ability to ask open-ended questions, these widgets are helpful in uncovering unknown issues.
Just like the pop-up polls above, it’s important to keep widget polls as short as possible. For example, “Did you find what you were looking for?” You may ask. as an open-ended question. If the user couldn’t find the checkout page or a link was broken, he can easily tell you via the widget.
3. Create homepage survey polls
Homepage surveys are ideal for getting a visitor’s first impression of your website. However, if it’s too complex or inconvenient, they may end the customer journey prematurely.
You can create a quick survey that isn’t too intrusive but still collects valuable feedback. For example, “How useful is our homepage?” You can ask a question like and have users choose their answers on a scale of 1-5.
Pro tip: Using a tool like JotForm’s Survey Builder can simplify the process of creating feedback surveys as they are easier to customize and embed on any website.
The feedback forum is a community platform where users can collaborate, chat, ask questions, report problems, request product features, and call customer support. Providing a forum on your website for customers to communicate can yield invaluable insights. It is essentially a community dedicated to discussing your product or service.
To get the most out of a forum, make sure you make one that your customers can easily access. Allow anonymity to provide honest feedback. Involve your team and get them to participate in the forums. This way they can interact with customers, report relevant feedback, and provide customer service as an added bonus.
5. Encourage product reviews
Whether you’re selling a physical or digital product, allowing reviews on your product or affiliate pages is a great way to learn about improvements that can be made. With reviews, you can read exactly what the customer likes or dislikes about the product. It also makes future customers more confident in purchasing products when they see social proof.
To increase your chances of getting reviews, be sure to email customers who have ordered from or interacted with you recently. Politely ask them to review the product and provide a link. Making the review process as simple as possible will increase your odds of getting a response.
6. Send follow-up emails
Sending an email requesting a product review is great, but you can also use the follow-up email to gather additional information. Try writing an email with a specific request for feedback.
A successful customer feedback email starts with a catchy subject line to get the person to open the email instead of sending it to the junk folder. Once you’ve chosen a catchy topic, be sure to tell them why they’re getting the feedback request – for example, because they signed up for your newsletter or recently purchased a product on your site. You should also thank them and let them know that their response will be used to make improvements for your customers. You can create templates for these types of emails so you can tweak a bit for each recipient, such as changing the customer name or item purchased.
If you don’t have a customer contact form on your website, you’re missing out on more than one way. This could be one of the most valuable pages on your website. If your site doesn’t have a contact form, you may be leaving your potential customers or partners without an easy way to reach you.
Consider the information and leads you receive from the contact form as a source of feedback. For example, you might find that someone contacted you via a form because they couldn’t find your phone number on your site. You can get this feedback and move your phone number from the footer to the top of the webpage.
Customer contact forms should be easy to find and explain why the person should contact you. It also helps to be redirected to a thank you page after submitting customer details.
Always include a comment field for open-ended replies. Most importantly, leave out unnecessary details. Need the customer’s last name? Or is one name enough? Anything that is not required should not be a required field. This makes it easy for the customer to fill out.
8. Check on-site analytics
A final method for collecting feedback does not involve interacting with the customer at all. Using website analytics to monitor your pages can reveal insights that aren’t possible with a simple yes-no survey or an email. Examining your on-page analytics can tell you a lot about how people navigate and interact with your website.
For example, you can use Google Analytics to show useful things like which affiliate links are clicked the most and how visitors discover your website. While this doesn’t give you users’ email addresses or contact information, it can help you track how visitors interact with your website.
Whatever tactics you use to gather customer feedback, it won’t do you any good if you don’t use them. That’s why it’s important to evaluate insights, look for and fix problems.