How to run effective online eCommerce surveys
Running online ecommerce surveys can provide valuable insights into customer satisfaction, preferences, and areas for improvement. Here's a step-by-step guide on how to run effective ecommerce surveys:
1. Define Survey Objectives:
- Clarify Goals: Clearly define the goals of your ecommerce survey. Determine what specific information you want to gather, such as feedback on products, shopping experience, website usability, or customer service.
2. Choose the Right Survey Tool:
- Select a Platform: Choose a reliable survey tool or platform that suits your needs. Popular options include Google Forms, or dedicated ecommerce survey tools like Zigpoll.
3. Identify Your Target Audience:
- Define Your Audience: Determine the target audience for your survey. You may want to segment your audience based on factors like purchase history, demographics, or specific behaviors.
4. Develop a Survey Plan:
- Create a Survey Plan: Outline the survey structure, including the types of questions you'll ask. Consider a mix of multiple-choice questions, rating scales, and open-ended questions to gather both quantitative and qualitative data.
5. Craft Engaging Questions:
- Write Clear and Concise Questions: Ensure your questions are clear, concise, and relevant to your objectives. Avoid leading questions that could bias responses.
6. Leverage Personalization:
- Personalize the Survey: If possible, use personalization to address respondents by name and tailor questions based on their previous interactions with your ecommerce store.
7. Incorporate Net Promoter Score (NPS):
- Include NPS Questions: Consider adding Net Promoter Score (NPS) questions to measure customer loyalty. Ask customers how likely they are to recommend your ecommerce store to others.
8. Optimize for Mobile:
- Mobile Optimization: Many users access ecommerce sites on mobile devices. Ensure that your survey is mobile-friendly and provides a seamless experience on smartphones and tablets.
9. Timing and Frequency:
- Strategic Timing: Choose the right time to send your survey. This might be after a purchase, when a product is delivered, or when a customer interacts with your website. Be mindful of not overwhelming customers with too many surveys.
10. Offer Incentives:
- Provide Incentives: Encourage survey participation by offering incentives such as discounts, exclusive access, or entry into a giveaway.
11. Communicate the Purpose:
- Explain the Purpose: Clearly communicate the purpose of the survey to your customers. Let them know how their feedback will be used to enhance their shopping experience.
12. Analyze and Act:
- Analyze Responses: Once you've collected survey responses, analyze the data. Identify trends, common feedback, and areas for improvement.
13. Implement Changes:
- Take Action: Use the survey insights to make informed decisions. Implement changes or improvements based on customer feedback and communicate these changes to your audience when applicable.
14. Follow Up:
- Thank Participants: Send a follow-up message to thank customers who participated in the survey. Let them know their feedback is valuable and contributes to the betterment of your ecommerce store.
15. Iterate and Repeat:
- Continuous Improvement: Make surveys a regular part of your ecommerce strategy. Continuously seek customer feedback to adapt to changing preferences and maintain a positive customer experience.
By following these steps, you can run effective ecommerce surveys that provide actionable insights and contribute to the ongoing improvement of your online store.