Top 12 ways for eCommerce websites to get customer feedback


It becomes difficult for a digital marketing company or the digital marketing department of any company to grasp the nerve of their end customer. At times, the products don’t seem to do too well or the much-anticipated end-of-season sale is not as successful as initially anticipated.

Collecting customer feedback and giving it a reasonable bit of thought is one of the ways to figure out how the end customer feels. This yields actionable insights that can be used to improve the line of products or services or market them better.

Let us take a look at the top 15 ways of gathering customer feedback:

Top 4 ways of gathering customer feedback

These four methods typically form the core strategies for collecting customer feedback.

  1. Surveys

By using surveys, online marketers access targeted feedback for issues, which need to be focused upon. For the same, a web marketer characteristically jots down the questions related to the problems faced by their business. So, a digital marketer can use free tools made available by Typeform, Google Forms or SurveyMonkey for creating these questions.

When using customer surveys, the web marketer keeps some of their drawbacks in mind as well. Just as an instance, it is unlikely that your customers will be interested in filling up long surveys. In case they do so, they will not give precise answers. Instead, it is over random responses that they will click upon.

So, the best practice to adhere to when creating surveys is to keep the responses short. It is better if the responses are to the point. Similarly, all questions that you put in the survey should be the kinds that genuinely seek answers.

  1. Feedback boxes

Feedback boxes come with a unique advantage. Even while you get the answers that you seek, visitors’ shopping experience also stays uninterrupted.

Feedback boxes are ideally placed somewhere over your website where they are easily visible. They are in the format of forms that have a single question. Feedback boxes have the potential to yield insights that one never anticipated earlier.

For example, you can use “Trusted Reviews – Product Reviews, Ratings, Q&A” to improve your website visibility on search result pages and boost click-through rate by showing review ratings on Google snippet (Google search results).

Customers talk about bugs when they find the feedback box. At times, they discuss their shopping experience. So, if the survey leaves some problems unanswered, the feedback box will address those.

  1. Contact your customers directly

There are cases wherein using low-tech solutions yields the best outcomes for getting the best quality customer feedback. So, contact your customers. Use emails to connect with them. Get some meetings arranged with them.

While the conversation lasts, focus on cues, both verbal and non-verbal. A survey won’t yield this information for you.

  1. Take a look at the heatmaps

You could start seeing what your customers do. The context here is over the website.

By closely observing the heatmap, you’d have graphical representation of the areas of the website where your customers are clicking. By using a tool such as Hotjar, you’d come to figure out the sections of the website that are most frequented, sections that are clicked most frequently and the sections where the visitors tend to get stuck.

So, a web marketer should use these tools such that the end customer experience enhances. The performance of the heatmap shows the way to go ahead. When you restructure the sections, it delivers more value for the end customers.

The information that a marketer derives through a heatmap is not the kind that a customer is going to discuss, because the data is technically complex.


8 best ways that yield customer feedback

Abandoned Cart Reminder + Auto Email

  1. When customers abandon their shopping cart, seek feedback

When customers abandon shopping carts, they are in the best position to yield feedback. Cart abandonment rate is exceptionally high across the eCommerce industry. Nearly 70% of all carts are abandoned.

Herein, a web marketer should try and access customer feedback. When one acts based on the feedback, the cart abandonment rate will drastically reduce. Instead, conversions will increase, and so will the revenue.

The best way to go about is to create a popup that asks your customers why they are not completing the purchase. A text box should be added here, for the customer to jot down his feedback.

Some marketers get customer feedback at this point by presenting them with a MCQ. Herein, the end customer will get options regarding why he doesn’t complete his purchase.

OptiMonk has a nice exit-intent popup. Just before a customer abandons his shopping cart, he is prompted to give feedback.

  1. Right after a customer completes his purchase, get his feedback

This activity will boost the relationship your enterprise has with the end customer and result in customer retention. The impact over the end customer is outstanding.

This is the best time to contact the end customer for getting valuable feedback, as they’d be delighted after making a purchase. So, as soon as a customer makes a purchase, a web marketer can post an auto generated message with a text box for feedback. At times, organizations offer a discount for the customers over the next purchase if they give a feedback. This encourages customers to give a feedback.

  1. Using icons will simplify getting feedback

A customer is unlikely to be amused by filling up long surveys. But, if you use clickable icons, then the odds of getting customer feedback enhances. All issues that are affecting the end customer can then be addressed.

Optimonk has created popups that brings convenience and speed to getting customer feedback. They make icons of different sorts available, such as stars, emojis, custom images, thumbs down or thumbs up.

  1. A live chat session will yield customer feedback for you

After customers access their online support, a marketer can prompt a user generated or automated chat session that will yield customer feedback. In case the customer’s experience with the support has been unsatisfactory, then chatting with an agent or a chatbot will inspire trust. All emotions, positive and negative will be highlighted here. While the data collected will be raw, it will be accurate as well.

Web marketers can start with basic questions, like how the support was, and did it resolve the issues. Ratings for the support personnel can also be obtained.

  1. Dedicated forms for customer feedback

If a dedicated form with an email address is made available for th3e end customer, then he can leave his feedback there, or forward it to the organization, by tapping over submit. This will inspire the end customers’ trust in your business. They’d know that whenever they face a difficulty, they can send an email. It is better to maintain an open field here, for the customer to discuss his problems.

  1. Measure the performance of your customer service

Whenever a customer’s complaint ticket resolves, they can get an email survey. Here, a web marketer can ask customers if the customer service and support teams meet their expectations. Customers, alternately, may be asked to rate their experience on a scale of 1 to 5.

  1. NPS will yield the measure of loyalty

NPS is Net Promoter Score. It is a benchmark for customer satisfaction levels. Using NPS, a web marketer comes to figure out if the end customer will recommend the brand to his friends or not. They will rate the likelihood on a scale of 1 to 10. Studies show that when NPS levels are high, it yields a winning edge for a brand.

Using NPS sticky bar by OptiMonk is a nice way to consume the aforementioned information.

  1. For all new customers, use email surveys

As soon as a customer makes a purchase, he can receive an email survey. He can here share the entire shopping experience that he has experienced, starting from search to shipment.

In case the customer is facing any problems at any stage, the web marketer can work upon them. But, if the survey is given to repeat customer, the odds of them being amused by it are low.

For the best results, tools such as Survey Anyplace and SurveyMonkey should be used. In the survey, use questions such as what inspired you to buy our products, how did you come across our store, how did you like our products, services, overall services, etc. Ask customers if they permit you to use their feedback on your website.

Using customer feedback well

All the customer feedback, positive and negative combined is often overwhelming. However, it becomes more usable and comprehensible when there is a system in place for categorizing it.

Then, each piece of feedback/response to it is shared with the right person or team that can put it to use. Similarly, when multiple people complain about the same issue, it is a problem to be fixed on priority.


Customer feedback helps address the blind spots. When an organization starts taking customer feedback seriously, they come across improvement areas that they couldn’t have thought of by themselves.

The methods for customer feedback yield the best results when they are used in unison, instead of laying focus over a single method alone.



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