{"id":27015,"date":"2020-11-13T06:08:37","date_gmt":"2020-11-13T12:08:37","guid":{"rendered":"https:\/\/www.hostgator.com\/blog\/?p=27015"},"modified":"2020-11-11T21:09:54","modified_gmt":"2020-11-12T03:09:54","slug":"ecommerce-customer-surveys","status":"publish","type":"post","link":"https:\/\/www.hostgator.com\/blog\/ecommerce-customer-surveys\/","title":{"rendered":"How to Use Customer Surveys to Grow Your eCommerce Business"},"content":{"rendered":"\n<p>Getting customer feedback is the key to delivering more of what your customers want. But how can you get customers to share their experiences when everyone\u2019s inbox, push notifications and texts are full of customer survey requests?&nbsp;<\/p>\n\n\n\n<p>Use these tips to craft surveys your customers will actually want to take-and that will give you information you can actually use to grow your business.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-1-decide-what-you-need-to-know-from-your-customers\">1. Decide what you need to know from your customers\u00a0<\/h2>\n\n\n\n<p>'I want to know what my customers think of my store'\u009d is too broad. Focus on specific issues you want to learn more about.&nbsp;<\/p>\n\n\n\n<p>For example, business and technology publisher Quartz recently asked its subscribers, <em>'Would you recommend Quartz membership to a friend? Why or why not? Help us improve by taking this two-minute survey.'\u009d\u00a0<\/em><\/p>\n\n\n\n<p>This request makes it clear that the survey has a point   to find out how they can get more referral subscribers   and that it won\u2019t take long.<\/p>\n\n\n\n<p><strong>Be specific, too.<\/strong> For example, if you want to know whether <a href=\"https:\/\/www.hostgator.com\/blog\/online-stores-digital-wallets\/\">adding new payment methods to your store<\/a> will increase sales, don&#8217;t just ask your customers if they&#8217;d like to see more payment options. Include a dropdown or tick-box menu with new payment methods you&#8217;re considering or ask your survey takers to type in their favorites.\u00a0<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-2-keep-your-customer-feedback-survey-short\">2. Keep your customer feedback survey short<\/h2>\n\n\n\n<p>Marketers, advertisers and scientists have studied the ideal length for a survey and found answers that are all over the place, anywhere from seven minutes (about 12 questions) to 20 minutes (which seems'\u00a6 excessive). The one constant among different studies is that <strong>the longer a survey is, the less likely people are to finish it<\/strong>.<\/p>\n\n\n\n<p>The exact number of questions in your survey will depend on what you\u2019re trying to learn, but sticking to 12 or fewer is wise, based on the seven-minute time limit mentioned above. (I\u2019m a fan of 3 or fewer questions, but that\u2019s just me.)<\/p>\n\n\n\n<p>A progress bar can help keep people from dropping out before they finish your survey:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/8nJBK-h3g0n9v8S4DpU0QxsA7IuCyONGthCQC7-i-hPDm1eTgyfMlGhbTarCMTjw_-erFJp5C26xjB2WThLniiYIaQoiaRnMz1hjbdhF41j4RXTqy9pMqUo5WFHkv2zdXxOtq9sZYgeeflZ4qQ\" alt=\"example of customer survey with progress bar\"\/><\/figure>\n\n\n\n<p>There\u2019s another reason to keep your surveys short: SurveyMonkey found that <strong>the more questions your survey has, the less time people spend thinking about their answers.<\/strong> So, the quality of the data you collect is likely to be better if your survey is shorter.&nbsp;<\/p>\n\n\n\n<p>Finally, <strong>a too-long survey can make your customers feel like you don\u2019t value their time<\/strong>. Keeping it brief is respectful. So is sweetening the deal.&nbsp;<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-3-reward-customers-for-taking-your-survey\">3. Reward customers for taking your survey<\/h2>\n\n\n\n<p>Like everyone who shops online and via apps, I get a lot of customer survey requests. And like everyone, I ignore most of them.&nbsp;<\/p>\n\n\n\n<p>But there are some brands whose surveys I almost always take-the local pizza place that adds rewards points to my account and the insurer that throws a few Amazon bucks my way. I appreciate the fact that they\u2019re willing to acknowledge the value I\u2019m offering when I take their surveys. <\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter size-large\"><img loading=\"lazy\" decoding=\"async\" width=\"263\" height=\"187\" src=\"https:\/\/www.hostgator.com\/blog\/wp-content\/uploads\/2020\/11\/rewardforsurvey.png\" alt=\"customer survey with $5 gift card as reward\" class=\"wp-image-27055\"\/><\/figure><\/div>\n\n\n\n<p>If gift cards aren\u2019t in your budget, <a href=\"https:\/\/www.hostgator.com\/blog\/ecommerce-loyalty-programs-online-store\/\"><strong>in-store rewards<\/strong><\/a><strong> or discount codes for completed surveys can boost participation<\/strong>.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-4-cut-through-the-survey-request-clutter\">4. Cut through the survey-request clutter\u00a0<\/h2>\n\n\n\n<p>Make it as easy as possible for people to answer your survey. One of the easiest ways to do this is to embed a one question survey in an email.&nbsp;<\/p>\n\n\n\n<p>Behold ThredUp\u2019s <strong>one-question <\/strong><a href=\"https:\/\/www.hostgator.com\/blog\/customer-service-tips-ecommerce-store\/\"><strong>customer-service feedback<\/strong><\/a><strong> email survey<\/strong>:<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh6.googleusercontent.com\/Rw9ianG8F30qgok2Zou-ljg8RHLzRkFRLA8HumaMCrGrEp9yhh4bnCIabeskGYtUoNfbxqrnxSxCScla9VBgfPB6WTS9eKdTqUS9oimzkiQa5ETNT_2FUAkzcGZ-Pohz_U6Lwz0foUN6WtRm0A\" alt=\"one question customer survey from excommerce retailer\"\/><\/figure>\n\n\n\n<p>You don\u2019t have to click a link to take the survey, you just enter your star rating. Then you\u2019re taken to the website for a couple of follow-up questions, and then you\u2019re done. But even if you drop out after hitting your star rating, the online retailer has the most important piece of information about your experience.<\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-5-don-t-make-your-customer-survey-feel-like-work-or-school\">5. Don\u2019t make your customer survey feel like work or school<\/h2>\n\n\n\n<p>Here\u2019s the first question in a post-purchase survey from one of my favorite regional chains. Already, we\u2019re off to a bad start.<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/gRnFl6QDHeyjCVubAHjAy-7Fw3aVZF7VfiwRemG-KYs9XaEApl-BuhPdEbdqf1G8LrWLysj0ZRojaHpUhG-KQl3pUDkoxV_bsUTBe5YfAJayzabOG5zOepJl_r9giJmMOyUW9Yi_5oNo8j2JRg\" alt=\"example of a bad customer survey experience that requires customer to fill out a free form field\"\/><\/figure>\n\n\n\n<p>Just giving them a 10 out of 10 isn\u2019t enough. I have to explain my rating to earn the privilege of answering more questions. And I\u2019ll be evaluated in real time on the 'detail strength'\u009d of my answer.&nbsp;<\/p>\n\n\n\n<figure class=\"wp-block-image\"><img decoding=\"async\" src=\"https:\/\/lh3.googleusercontent.com\/S7CTQ9imTcwS9gN1K0I34Mod9nOQLSv3Xpcjdoyn6vwRj_FPS-NwrGYf07F9NF9GJc0FpnlUGQdjXN6NoXfCqi6SpWwyKLRHEtKgvoerc8xQpmrOmk0XccAEtVpHT-4CqNlBtsMg9VLhe4h9sQ\" alt=\"customer survey response\"\/><\/figure>\n\n\n\n<p>Sharing customer feedback shouldn\u2019t feel like a graded writing assignment. <strong>Keep it simple and remove any elements that create stress.\u00a0<\/strong><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-6-choose-the-right-tools-to-run-your-surveys\">6. Choose the right tools to run your surveys<\/h2>\n\n\n\n<p>If you follow up customer purchases and email signups with email drip campaigns, you can add surveys to the messages you send at pre-set intervals. Not sure what a drip campaign is? Check out our post on <a href=\"https:\/\/www.hostgator.com\/blog\/what-are-email-drip-campaigns\/\">why drip campaigns are awesome and how to build them<\/a> in Constant Contact.<\/p>\n\n\n\n<p>For a more low-key approach, you can embed a survey link in your email boilerplate, as discount retailer 6pm.com does:<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh4.googleusercontent.com\/WWYaT2tTXfpaJ-QSe-NlaSHmtKfzwQhKvlRKKp-OZ4cOrWYUfIH5_Rd8Ad7T2B05Y5fm-OU6NMpKJLbAygUvY3nLSunOQR7ekPWKMIbD78BIlnYeCBxGuD-Bhb2MXPWxM5l5kBdtgECplTigDw\" alt=\"ecommerce website with customer survey link in email newsletter\"\/><\/figure><\/div>\n\n\n\n<p><strong>Want more options? <\/strong>HostGator partner Constant Contact offers a survey builder tool as part of its paid plans that you can use to <a href=\"https:\/\/www.constantcontact.com\/features\/online-survey-tool\" target=\"_blank\" rel=\"noopener noreferrer\">embed branded surveys in your emails or on your website<\/a>.\u00a0<\/p>\n\n\n\n<p>I tried it out and put together a simple survey in a couple of minutes. You can add your logo, images and custom colors to align your survey with your brand.&nbsp;<\/p>\n\n\n\n<div class=\"wp-block-image\"><figure class=\"aligncenter\"><img decoding=\"async\" src=\"https:\/\/lh5.googleusercontent.com\/XHgbPPVP2Dv6nJZwpxxrkNDhUItBa_0-53VQZGkSfS7mjdzZEZ3K8OvExzyjdy9rG7VvzxgmjZLedN7o4kfdTT6KcysHGsD9KJqrsyZxI0_01YDI-moZur90RYt7QknhKLAacBvBcbKKo1oziQ\" alt=\"example of ecommerce customer survey embedded in email using constant contact\"\/><\/figure><\/div>\n\n\n\n<p><strong>Which channels should you use to survey your customers? <\/strong>That depends on how you normally connect with them. For example, if most of your shoppers visit your store on their mobile phones, sending surveys through push notifications or using a Messenger bot will probably get better results than sending surveys via email.<\/p>\n\n\n\n<p><strong><em>Looking to add customer surveys to your WooCommerce website? <\/em><\/strong><em>Check out our list of the <a href=\"https:\/\/www.hostgator.com\/blog\/best-wordpress-survey-plugins\/\">top survey plugins<\/a>.<\/em><\/p>\n\n\n\n<h2 class=\"wp-block-heading\" id=\"h-7-use-the-information-your-customers-share\">7. Use the information your customers share\u00a0<\/h2>\n\n\n\n<p>Collecting customer feedback is a great first step that too many companies don\u2019t take. Don\u2019t stop there, though   <a href=\"https:\/\/www.forbes.com\/sites\/forbestechcouncil\/2020\/02\/26\/why-2020-is-the-year-for-your-company-to-become-data-driven\/?sh=3c7c08e17513\" target=\"_blank\" rel=\"noopener noreferrer\">more than a third of companies don\u2019t use all the data they have<\/a>, and less than 1\/5 use customer data to create better offers and shopping experiences.&nbsp;<\/p>\n\n\n\n<p>To turn your customer data into actions that improve your store, <strong>set up a regular review schedule<\/strong> to see what your customer surveys are telling you. Watch for trends over time   are more customers happy with your online payment options than they were six months ago? Is there more demand for local delivery options?\u00a0<\/p>\n\n\n\n<p>Finally, when you make a change based on customer surveys, let your customers know about it. You can build a campaign around the new color choices you\u2019ve added, new payment methods in your store or new services customers have requested. Show your customers that you listen by using their feedback and they\u2019ll be more likely to take your surveys-and buy from you-again.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>Getting customer feedback is the key to delivering more of what your customers want. But how can you get customers&#8230;<\/p>\n","protected":false},"author":162,"featured_media":27018,"comment_status":"open","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[24],"tags":[141,120,139],"class_list":["post-27015","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-tips-and-tricks","tag-ecommerce","tag-shared-hosting","tag-startup-small-business"],"yoast_head":"<!-- This site is optimized with the Yoast SEO Premium plugin v23.2 (Yoast SEO v23.2) - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>How to Use Customer Surveys to Grow Your eCommerce Business - HostGator<\/title>\n<meta name=\"description\" content=\"Can you improve your eCommerce business with customer feedback? Yes, if you do surveys right. 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