Why Customer Effort Score Matters for Keeping Your Art-Craft Marketplace Customers

Imagine walking into an art supply store and hunting for your favorite watercolor brush, but the shelves are a mess, or the cashier makes you jump through hoops to pay. Chances are, you’d think twice before coming back. That feeling—how hard it is to get what you want—is exactly what Customer Effort Score (CES) measures. It asks customers: How much effort did it take to solve your problem today?

For a marketplace selling art and craft supplies in Australia and New Zealand, CES is a powerful tool. It helps you spot friction points in your customer’s journey, so you can smooth them out, reducing churn—the rate at which customers leave—and boosting loyalty.

But how should you, as an entry-level UX researcher, measure CES effectively with a focus on customer retention? Let’s break it down with real examples, step-by-step instructions, and some practical advice tailored to your marketplace.

The Problem: Why Customers Leave Your Art & Craft Marketplace

Before measuring, you need to understand why customers might stop shopping at your marketplace.

• Too much effort finding the right product. Aussie crafters often want specific items like eco-friendly paints or rare yarn brands. If your search or filter tools are clunky, frustration builds.

• Complicated checkout or support. If paying or resolving an issue takes hours or too many clicks, customers jump ship.

• Inconsistent communication. Imagine a customer emailing about a missing order and getting zero replies for days. They won’t stick around.

A 2024 Forrester report showed that 77% of customers in the retail sector churn because their issues weren’t resolved quickly or easily. In marketplaces, where you don’t control every product or interaction directly, reducing customer effort is even more crucial.

What is Customer Effort Score (CES) and Why Focus on It?

CES is a simple score that answers: How easy was it for the customer to complete a task? Tasks can include buying a product, returning an item, or getting support.

Think of it like a pain scale at the doctor’s office, but for your customer’s experience. A low CES means they barely had to try; a high CES means they struggled.

Unlike other metrics like Net Promoter Score (NPS), which measures loyalty by asking how likely someone is to recommend you, CES directly connects to retention because it measures friction points.

For example, if your marketplace’s CES around checkout is high, you can bet customers are dropping off before purchase.

1. Choose the Right Moments to Ask CES Questions

Timing is everything. Asking customers about effort right after they complete a task gets the best answers.

In your marketplace, good moments include:

• Immediately after checkout: “How easy was it to complete your purchase today?”
• After customer support interactions: “How much effort did it take to get your issue resolved?”
• After product returns or refunds: “How much effort did it take to return your item?”

A local Australian hobbyist marketplace saw its CES drop 30% just by asking after checkout instead of days later. Immediate feedback catches fresh reactions, avoiding memory gaps.

2. Keep the CES Question Simple and Clear

The classic CES question is:

“On a scale from 1 (very low effort) to 5 (very high effort), how much effort did you personally have to put forth to handle your request?”

But for craft lovers in Australia and New Zealand, you might tweak the wording to be relatable, such as:

"How easy was it for you to buy your art supplies today?"

Keep the scale consistent (1 to 5 or 1 to 7) and explain what each number means briefly.

3. Pick the Right Survey Tools: Zigpoll and Friends

You don’t need expensive software to start. Here are three options to collect CES in your marketplace:

Zigpoll, especially, is popular in the ANZ region, with simple workflows and clear analytics that anyone on your team can understand.

4. Segment CES by Customer Type and Product Category

Not all customers and products create the same effort.

Divide CES by:

• Customer types: New vs. returning customers, wholesale vs. individual crafters.
• Product categories: Paints, brushes, fabric, knitting supplies.

For example, your data might show returning customers find the checkout easy (CES 1.8), but new customers struggle (CES 3.5). Or buying specialty eco-friendly paints might have a higher CES due to limited info or availability.

By segmenting, you pinpoint exactly where to improve, rather than guessing.

5. Analyze the Root Causes Behind High CES

High effort scores are symptoms, not the problem itself.

Once you spot a high CES, dig deeper:

• Review session recordings or heatmaps to see where users struggle.
• Analyze customer support tickets for repeated complaints.
• Conduct brief interviews or use open-ended survey questions.

For instance, a New Zealand craft marketplace discovered customers were frustrated because they couldn’t filter by “non-toxic pigments” easily. This small UX fix lowered CES by 25% in just two weeks.

6. Involve Cross-Functional Teams Early

Improving CES isn’t a solo task. Get input from:

• Product managers (to prioritize fixes)
• Customer support (to share common pain points)
• Marketing (to communicate improvements)
• Sellers/vendors (to ensure product info is clear)

For example, a joint project between UX researchers and support teams helped identify confusing return policies that caused higher CES during refunds.

7. Test Small Changes and Monitor CES Impact

Treat CES improvements like art projects—start small and iterate.

Try fixes like:

• Simplifying checkout steps (e.g., reduce from 5 pages to 3)
• Adding clear “eco-friendly” filters on product pages
• Improving FAQ or chat support availability

Track CES before and after changes. One marketplace in Australia reduced checkout CES from 4.2 to 2.0 by adding guest checkout and saw a 15% drop in cart abandonment.

8. Combine CES with Other Metrics to Paint a Clear Picture

CES alone tells you about effort, but pairing it with other data deepens insights:

If CES drops but churn doesn’t, it might mean effort is only part of the retention puzzle.

9. Be Mindful of Cultural Differences in ANZ

Australia and New Zealand customers can have different expectations and communication styles.

• Kiwi customers often value straightforwardness and honesty.
• Australian buyers may expect quick, friendly service.

Tailor survey language accordingly. For example, in NZ, use “Cheers for your patience” or “How easy was it, mate?” for a more local feel that encourages honest feedback.

10. Beware of Over-Surveying Your Customers

You want feedback, but too many surveys can annoy people, leading to lower response rates or biased CES.

Limit CES surveys to critical touchpoints. Use sampling (e.g., every 5th customer) instead of everyone.

Also, offer incentives like small discount codes on craft supplies for completing surveys, which can boost participation without fatigue.

11. Address What Can Go Wrong: Common Pitfalls

• Ignoring low response rates: If few customers respond, your CES data won’t reflect reality. Try improving survey timing, language, or offering rewards.

• Assuming CES fixes retention alone: Sometimes, product price or delivery speed drives customers away, not just effort.

• Relying only on numbers: Don’t forget qualitative feedback. Follow up with interviews or open comments to understand “why.”

• Technical glitches: Make sure the survey works on all devices, especially mobiles, as many craft buyers browse on phones.

12. Measure Improvement and Report Results Clearly

After implementing changes, watch these numbers:

• CES decreases (effort lowers)
• Churn rate drops (fewer customers leave)
• Repeat purchase rate rises (more loyal crafters)

Use clear visuals—simple line charts or bar graphs—to show trends over time.

For example, a marketplace team showed leadership a CES reduction from 4.5 to 2.3 and linked it to a 10% increase in monthly repeat orders, convincing them to invest more in UX fixes.

Final Thoughts: Start Small, Think Big for Retention

Measuring Customer Effort Score is like checking the draft in your art studio—small annoyances make big differences over time.

For your art-craft-supplies marketplace in Australia and New Zealand, focus on simple, well-timed surveys using tools like Zigpoll, segment your data, and dig into root causes. Work closely with your teams and culture to reduce effort.

Slowly but surely, your customers will find it easier to shop, stay longer, and tell their maker friends about you.

That’s how you keep the creative community happy and your marketplace thriving!