E-commerce Tips & Tricks 4 min read
18 Aug 2020

How To Use Customer Feedback To Improve Your Ecommerce Store’s User Experience

How To Use Customer Feedback To Improve Your Ecommerce Store’s User Experience

The data you have in your hands about your business is a huge treasure. To succeed, you need to make decisions based on good information, not just what you feel. As you run your business, you’ll get a lot of facts so you need to know what’s truly important.

Sales, ad impressions, and all that are quite useful. However, let’s take a look at another type of data that ecommerce entrepreneurs often overlook. One of the key pieces of information is the customer feedback from the shoppers you’re getting. Customer feedback is great for boosting ecommerce sales but you need a high-converting store to make the most of it.

Qualitative Feedback Vs. Quantitative Feedback

Qualitative Feedback Vs. Quantitative Feedback

Learn to determine which kind of information tells you what you are trying to know about the customers’ experience - qualitative feedback or quantitative feedback?. If you use analytics tools to find out for example, how many good reviews the app experience is getting, you may only get half the story.

You may see a few people rating the service or giving a review and conclude that you’re failing. Try using a method that goes beyond the numbers and gives you more context. If you conduct a user test, you may realize that it came down to how your prompts are placed.

While shopping, a customer may get a request to rate their experience and ignore it because they haven’t completed the process yet. Place your question right after an experienced stage, like the checkout.

This can help you find out whether a customer was satisfied.  “Did you find what you were looking for?” “How was the checkout?” These are properly targeted and will tell you more than what a couple of 3-star ratings would.

Here are some things you should remember while choosing how to get customer feedback:

  • How smooth or disruptive is the process?
  • How long does it take?
  • How much does it cost?
  • Will the process tell you something you can act on?
  • Is there something in it for the manager?
  • Is it active or passive?
  • Is it in line with your goals?

Which method for what result?

Assess User Experience Passively

This involves things like setting session replays. What it does is playback the journey of the customer around your site. It tells you a bit about what gets the customer's attention, which sends them away. You can also find out how smooth the shopping process is.

A bonus is that the customer is unaware and less likely to give you biased results. Use such tools if you want to find out simple answers like how attractive your pages are. You may also find out how long it takes for a customer to complete their mission.

Passive methods also help you avoid venting that is passed off as customer input.

Assess User Experience Actively

Start a process that involves some sort of interaction. It can be a survey, an interview, or a focus group. Feedback forms are useful tools when you want to know exactly what the customer has to say about your service.

You can also benefit from them by inserting questions about things you want to find out. Post an objective-type question like “How can we make checking out better?”. Provide answer options that include things you may be thinking of introducing.

A customer can then check a box:

  •  “Offer more payment options”
  • “Display receipt preview”

Having an excellent Shopify theme is the first step to delivering a great user experience on your Shopify store. Click here to get Debutify, the highest-converting free Shopify theme.

Tap Into Existing Channels

Your business may already have other ways through which information from customers is received. Browse through the responses on your social media posts. Take note of the person who asked for another size or color, and the one who said your app is slow.

Comb through the email threads with customer support where shoppers are asking about their orders. Talk to the support teams handling your calls and find out what customers keep asking them. Okay.

Now you know how to collect data from customer feedback. Next is finding out how to make a good user experience out of it. Participate in live chats if you already have such an option in place.

Remember Your Goals

Are you trying to get a 5-star rating? Want to reduce complaints? Shorten the time it takes for a customer to make a purchase? Once you know what exactly it is you are trying to change, you can then proceed to the data.

Group Your Data

Identify which information is more of the numbers stuff and put it on one side. Pick the information that is more of advice, suggestions, or requests and give it its own place.

The data can be placed into more particular categories like the product, customer service, or marketing, and sales. This is in the case where you have asked questions about several different parts of the business.

Start To Act

Are customers saying it’s hard to find what they are looking for? Try looking up products and introduce helpers like search filters, tags, and categories. Customers can find footwear.

But can they easily pick out newly-released models from the old ones? Can they pick from particular locations? How about placing date and source options? Your customers are asking for a certain payment option. Work on making it available.

Place notices nearby about how they can now pay with a particular account. Remember, customer satisfaction is key.

Return To Follow Up

So you’ve introduced that new feature that shoppers were making noise about. The product that was unavailable is now fully stocked. Pick out those who made requests and reach out to them.

Study the behavior after putting in place solutions. Are the session replays smoother? Do customers have more thanks to giving? Getting better ratings.

This is the crucial part where you find out whether your solutions, especially those you came up with, are working. One important area you can’t afford to skip is how to carry out good feedback collection.

There are some tips above on choosing a method, but exactly how does it look like? Let’s paint a clearer picture.

Keep Questions Brief And Clear

This is extremely important for things like forms and pop-ups that appear in the process of shopping. Use questions that can easily be answered with a yes or no. “Want to see more phones?” “Check another section?”. These kinds of questions tell you about how a customer is behaving while also trying to make things easier for them.

Here’s a great focus group manual on Shopify to help validate your business.

Minimize The Number Of Steps

Minimize The Number Of Steps

If you have a second question to ask when someone chooses no, you don’t have to make a second step. Put its answer options on the first page. “No, show me other models” is better than “No” then another page with a new option. You don’t want a customer saying “Not another question!”

Pay Attention To Positioning

Do you want to be asking someone to take a survey right when they are about to pay? Or would you rather ask them whether they want to add anything else? Will a poll get more participants on your site or on your social media pages? Pick the right place and time to ask your questions. Some detailed surveys are better off sent via email with a link to participating.

Make Solutions Easy To Find

You don’t want customers feeling like all you do is ask questions and never solve anything. Find out which parts of the user experience can be improved in a matter of minutes and have solutions ready.

Pick those customer queries that are common but also simple in nature. Assign them to chatbots so that customers have a quick response.

In conclusion, growth and customer retention through improved ecommerce customer experience is more than just listening. You must create room for your voice through the goals you set, and the experiments you run. You also have to give room to the voice of customers, and not just the voice you like. Be willing to listen to different groups.

The occasional customers, the loyal and frequent ones, the happy ones, and the disappointed ones. Improving the user experience also won’t be a one-time thing. It is a continuous process. Do not relax simply because a customer is praising you.

Gain a good command over the tools and methods. Humans have a lot to offer, but so does technology. Find a way to make both work for you and support each other. Lastly, remember that the user experience doesn’t begin when a shopper attempts to buy.

It goes all the way back to the first contact with your brand. Keep an eye on things like how many ads and messages you throw at your customers.

Check out this piece for some pointers on how advertising affects the user experience for your store. The overall cycle for improving your user experience looks a bit like this:

  • Pick an area and set a goal
  • Study the process
  • Create and run a test
  • Measure the results
  • Refine the solution
  • Repeat as you build the plan

Customer feedback on user experience is key to ecommerce success and a great theme is key to delivering a great user experience..

Ricky Hayes

Ricky Hayes

Ricky Hayes is the CEO at Debutify. He is a passionate entrepreneur running multiple businesses, marketing agencies, and mentoring programs.

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