To thrive in eCommerce, understanding your customers is essential. With countless brands vying for attention, customers want to know their voices are heard. Gathering their feedback isn’t just a one-way street; it’s a valuable source of insights that can drive product improvements, boost loyalty, and reduce churn. In this guide, we’ll explore straightforward, impactful tactics to gather and leverage customer feedback to create stronger connections and grow your brand.
Numbers Speak for Themselves
To emphasize the value of customer feedback, consider these powerful statistics that show why feedback should be at the core of your eCommerce strategy:
- 79% of online shoppers trust online reviews as much as personal recommendations, making feedback as influential as word-of-mouth for eCommerce success (BrightLocal)
- Increasing customer retention rates by just 5% can lead to a profit boost of 25% to 95%. Feedback helps identify and resolve issues, keeping customers satisfied and loyal (Bain & Company)
- Displaying reviews can lead to a 270% increase in conversion rates for lower-priced items and up to 380% for higher-priced products. Transparency through feedback builds trust, which directly impacts sales (Spiegel Research Center)
- 32% of customers stop doing business with a brand after a single bad experience. Gather feedback to highlight pain points, enabling businesses to address issues before they escalate (PwC)
- Brands that actively collect and act on feedback are 60% more likely to retain customers than those that don’t. By prioritizing feedback, brands can cultivate loyalty and stand out in the marketplace (Accenture)
Benefits of Collecting eCommerce Customer Feedback for Business
In short, collecting customer feedback creates a cycle of improvement, satisfaction, and loyalty – all critical for a thriving eCommerce business. So, if you’re not gathering feedback yet, now’s the time to start – your customers (and your bottom line) will thank you!
Gathering consumer feedback is one of the most valuable practices an eCommerce business can implement. Not only does it provide insight into customer satisfaction, but it also helps shape strategies that drive growth. Here are some key benefits:
Boost Customer Loyalty
When people feel heard, their loyalty increases. By actively listening to customer reviews, concerns, and preferences, you’re showing that their experience matters. This builds long-term trust and keeps them coming back – a key driver of retention in the competitive eCommerce space.
Product Improvement
Feedback offers direct insights into what customers love and what could be improved. It’s essential for refining and innovating products to meet customer expectations. Plus, when customers see that their suggestions lead to real changes, it adds a layer of credibility to your brand.
Reduced Churn
Negative feedback, unlike positive reviews, isn’t always easy to hear, but it’s invaluable for spotting issues before they drive customers away. By addressing concerns proactively, you reduce churn, which directly impacts profitability. Identifying trends in feedback also helps you resolve recurring issues, making customers feel valued and understood.
Gaining a Competitive Advantage
Capture customer feedback for a unique perspective on the market – what competitors might overlook or where you can excel. When you act on insights that improve customer experience, you gain a strong competitive edge, setting your brand apart from others that may not be as attuned to customer needs.
Ready-to-use CX Survey Templates
How to Collect Customer Feedback for eCommerce
Each of the following methods offers a unique perspective on your customers’ experiences, and using a mix of these approaches ensures you’re capturing a comprehensive view throughout all customer journey. Utilizing customer feedback surveys (and other tools), you can continuously improve your eCommerce experience, build stronger customer relationships, and drive growth.
Net Promoter Score Surveys (NPS)
This survey asks a simple question: How likely are customers to recommend your brand? NPS provide a quick read on loyalty and satisfaction, helping you identify promoters (your biggest fans) and detractors (those at risk of leaving).
Customer Satisfaction Score Surveys (CSAT)
CSAT surveys may help you gather customer feedback on specific interactions, asking customers how satisfied they were with a recent experience, such as a purchase or customer support session. This feedback is valuable for fine-tuning particular parts of the customer journey and ensuring that each touchpoint leaves a positive impression.
Customer Effort Score Surveys (CES)
CES surveys measure how easy it was for clients to complete an action, like finding a product or resolving an issue with customer service team. High-effort experiences are often associated with customer frustration and churn, so CES valuable feedback can help you streamline processes and remove obstacles.
Website Feedback Widget
Embedding a feedback widget on your website provides an in-the-moment way for customers to share their thoughts. Whether they’re navigating product pages, browsing FAQs, or checking out, this tool captures real-time insights on usability and satisfaction.
Social Media
Platforms like Facebook, Instagram, and Twitter offer opportunities to gather feedback in a conversational setting. Customers often express unfiltered opinions on social media, giving you insights into what they love or find frustrating. Monitoring comments, reviews, and mentions helps you stay aware of brand perception and respond quickly.
Email Requests
After a purchase or support interaction, a follow-up email requesting feedback gathers insights on the customer experience. Timing these emails within a day or two keeps the experience fresh and often results in more detailed responses.
Live Chat Data
Customers who engage in live chat sessions often provide actionable insights in the form of questions, concerns, or compliments. Analyzing this data can reveal common pain points or areas where customers need more support, allowing you to improve your chat service and other customer interactions.
Google Reviews
Popular review platforms provide a public space for customers to share thoughts, which can influence potential buyers. Actively monitoring and responding to Google Reviews improves your brand image and gives you a direct line to feedback on what’s working and what could be improved.
How to Get More Reviews for Your eCommerce in 9 Easy Steps
In online shopping, reviews are everything. They’re the first place potential customers look to validate their purchase decisions, and they build the trust you need to drive conversions. So, how can you encourage customers to leave more reviews on your eCommerce site? Let’s break down some proven strategies.
Ask for Reviews at the Right Moment
Timing is key. Reach out at the right moment to make the biggest impact:
Post-Purchase Follow-Up: A simple, friendly follow-up email is an ideal way to ask for feedback.
In-Package Reminders: Include a thank-you note with a review request in your packaging.
“Thank You” Page CTA: After checkout, a CTA encouraging reviews plants the seed early.
Make Leaving a Review Simple and Seamless
Make it as easy as possible:
Direct Review Links: Include a one-click link to the review page in your emails.
Optimize for Mobile: Ensure the review process is smooth on mobile.
Leverage Social Media: Allow customers to leave reviews directly on social media.
Offer Value in Exchange for Reviews (Responsibly)
Incentives, done responsibly, can boost reviews:
Discounts or Coupons: Offer a discount on their next purchase as a thank-you.
Loyalty Points: Reward loyalty points for each review, regardless of its content.
Automate Your Review Requests
Use automation to keep requests consistent and timely:
Review Platforms: Tools like Trustpilot or Yotpo automate requests and integrate with eCommerce platforms.
Follow-Up Reminders: A gentle second reminder can be all a customer needs.
Showcase Reviews on Your Site
Highlighting reviews can encourage others:
Feature Customer Stories: Show off customer stories in your blog, product pages, and social media.
Display Reviews on Product Pages: Make sure reviews are easily visible on your product pages. It’s a subtle nudge that reminds customers to leave their thoughts.
Respond to Every Review
Engaging with reviews fosters more feedback:
Respond to Positive and Negative Reviews Alike: Thank customers for positive feedback and address concerns in negative reviews. This shows you value feedback and strive to improve.
Share Reviews Across Channels: If you have a great review, share it on social media (with permission) to show your audience how much you value your customers.
Encourage Visual Reviews
A picture is worth a thousand words, and visual reviews have a huge impact on purchase decisions.
Ask for Photos or Videos: Many customers enjoy sharing their experience visually. Make a simple request for them to include a photo or video in their review.
Feature User-Generated Content: Showcasing real customer photos on product pages, in your email newsletters, or on social media can create a community vibe and encourage more people to contribute.
Cultivate a Community Atmosphere
When your customers feel they’re part of a community, they’ll naturally want to contribute.
Use Social Proof Widgets: Show off recent reviews in real-time on your site with a social proof widget.
Engage on Social Media: When customers tag or mention you, engage with them and politely ask satisfied customers to leave a review on your site.
Measure and Refine
Review acquisition is a process—keep measuring and adjusting as you go.
Track Your Review Rate: Monitor the percentage of customers who leave reviews. If it’s low, experiment with your timing, message, or CTA.
A/B Test Your Messages: Try different tones, CTAs, or incentives to see what drives more reviews. Small changes can yield big results.
By following these steps, you can create a review collection strategy that feels natural, engaging, and rewarding for your customers—setting your e-commerce business up for growth and success.
Using Special Events to Get More Reviews
Special events like Black Friday present a unique opportunity to gather reviews while strengthening customer relationships. By integrating review incentives with event promotions, you can boost engagement year-round.
Inform Your Customers About Special Review Offers
Seasonal events are the perfect time to introduce exclusive deals and reward customers for their detailed feedback. During Black Friday, consider offering a limited-time discount or coupon in exchange for a review. Here’s how to get the word out:
- Activate Your Social Media Channels: Announce the promotion on Facebook, Instagram, and TikTok to maximize visibility and excitement. Let your audience know that customers who leave a review on Black Friday will receive a special “thank you” discount for their next purchase.
- Utilize Your Email List: Send a targeted email to loyal customers, highlighting the exclusive value of their feedback. Make it clear how their reviews help your brand improve and enhance the shopping experience for everyone.
Create a VIP Review Program During Special Events
During high-traffic events, giving your loyal customers a VIP experience can drive engagement and build trust:
- Offer a “VIP” Discount for Reviews: Let top customers know that in exchange for a review, they’ll receive a special Black Friday VIP discount. This approach increases brand loyalty by making them feel appreciated, and it results in more authentic reviews from customers who already love your brand.
- Gift Cards for Select Reviews: To encourage and collect feedback from your most engaged customers, consider offering gift cards as a thank-you for leaving a review. Black Friday is a particularly effective time to try this approach, as customers are on the lookout for extra savings.
Build Anticipation by Promoting Early
When customers know about your Black Friday offers early, they have time to get excited and plan their purchases. Here’s how:
- Send Pre-Event Emails: A few days before Black Friday, remind customers of the review offer alongside your other promotions. This builds anticipation and ensures that your event stays top-of-mind.
- Offer Early Access for Reviewers: Give early access to Black Friday deals as a perk for leaving a review. It’s a unique way to both boost review numbers and make your customers feel valued with an exclusive experience.
Offer a Special Discount for Completing a Satisfaction Survey
Special events like Black Friday are also an ideal time to gather customer insights through satisfaction surveys. As customers make purchases during high-traffic periods, consider offering them a discount on their next order in exchange for completing a quick survey. This can be especially powerful for identifying real-time pain points and improving the overall shopping experience.
Here’s how to set it up:
- In-Event Discount for Future Purchases: Invite customers to complete a satisfaction survey immediately after their Black Friday purchase and reward them with a discount code for their next order. This encourages them to engage with your brand post-purchase and gives you valuable feedback at a key moment.
- Automate with Survey Software: With a good survey platform, you can automate this offer seamlessly. Set up an automated follow-up email to go out after each purchase, with the survey link and an incentive. It’s an easy way to gather consistent feedback without additional manual effort.
Offering discounts for survey participation during peak events not only increases customer satisfaction but also builds loyalty, keeping them engaged with your brand long after the holiday season.
Let Us Help You Collect Valuable Insights
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