5 Proven Ways to Collect Quality Customer Feedback on Your Website
Is your website intuitive and easy to use?
Do your products and services match what your customers are looking for?
How’s your customer service?
If there was one thing that would make a customer more loyal to your brand, what would it be?
If you’re reading this article, we’re guessing these are all things you’d like to know. But if you don’t have a process for collecting customer feedback on your website, you never will.
Collecting customer feedback is one of the best things you can do for your business. Asking your customers what they think shows that you value them, deepening their loyalty to your brand. It also gives you invaluable information you wouldn’t otherwise be privy to, such as gaps in your support articles, the next product line your customers wish you would introduce, and why your checkout page drives them crazy.
Most importantly, customer feedback reveals what is it about your brand that makes customers stick around—and what is it that makes them leave.
Fortunately, customer feedback is not all that hard to get. You just have to ask. And there’s no better place to ask than on your website.
5 Ways to Collect Customer Feedback on Your Website
Your opportunities for collecting customer feedback on your website are varied and plentiful. Here are five of the best of them.
1. Add a feedback link to your website
Sometimes, there’s no need to be coy. You can openly invite feedback any time, anyhow, via a prominent “Feedback” button on your website. Two-thirds of consumers actually prefer to proactively provide feedback in this way, as opposed to being solicited.
Fandango highlights their “Feedback” page in bold at the top of their site footer, giving visitors an easy way to provide their thoughts:
Clicking this link opens a new page where the customer can respond to a short survey. Fandango’s survey hones in on the customer’s site experience, asking questions like what device they used to visit the website, and what action they were there to take (e.g. buy movie tickets or watch trailers). The end of the survey includes a large space for visitors to enter up to 1,000 characters of their thoughts, and include their email if they’d like to be contacted back.
Asking for your customer’s email builds a sense of trust that their feedback will actually be reviewed, rather than lost to a black hole—making them more likely to complete the feedback form.
Beyond a link in the footer, which is the approach Fandango took, you might also find this request for “Feedback” tacked onto the side of a website via a floating button. Here’s an example from Discover Bank:
Clicking the button opens a short customer feedback survey with a simple rating and large text box:
2. Present users with a popup survey
A permanent feedback button is most likely to collect feedback from your concerned critics. These are people who sought out to provide feedback because they ran into an issue. An issue large enough to drive someone to submit feedback is definitely worth looking into, but you don’t want to unnecessarily skew your customer feedback to be all negative.
That’s where a randomized popup survey comes in. These are similar to the popups you use to ask people to join your email newsletter, except that you’re asking them for feedback instead.
Although, like your email newsletter popup, you’ll want to give visitors a reason to fill out the survey. Let them know that it will be short (most people will not spend more than 3 minutes on a survey), and that you’ll make it worth their while with an exclusive promo code at the end.
A few tips here:
- Don’t target the same user with multiple popups. Users should receive a feedback popup, or an email popup—not both.
- Finally, ask for feedback at the right moments. You don’t want to bug someone the second they reach your site. They won't have any useful feedback at that time, anyway! Ideally, ask someone after they’ve completed their purchase—or, if they’ve visited a few times without making a commitment to the items in their cart.
3. Use an exit intent survey
Don’t let people leave without a reason. The people leaving your site can give you some of the most useful feedback. As their mouse hovers to click the X on their browser tab, ask them why they’re leaving:
A simple one-question form is all you need here, something along the lines of “Help us improve! Please tell us why you’re leaving”. The answers you get here can be extremely insightful. They may range from product line improvements to streamlining your checkout pages. Best of all, the simple fact that you asked may enable you to win back some of these customers.
To boost your response rate, incentivize these folks just like you did with the popup survey from tip #2. Give them an exclusive promo code if they complete your exit survey
4. Ask for live feedback
Want to rescue negative customer experiences real-time, and gather actionable feedback at the same time? Install live chat software on your website.
Then train some of your support staff to use it. When they’re offline, you can schedule a chatbot to take over. You can also use a chatbot during live support hours to shorten the team’s queue and tackle easier customer questions.
Either way, after your team (or your chatbot) has resolved the customer’s issue, that’s the ideal time to ask them for feedback. With a chatbot, a simple rating on whether they felt their question was adequately solved may be sufficient. This can point out potential areas for improvement with your chatbot’s script.
If you have actual humans manning the live chat, encourage them to tailor their questions based on their conversation with the customer. For example, they might act more like a concierge, and ask if the customer had any trouble finding the products they were interested in. Or, if their issue involved using the website, they might ask the customer if they have any specific ideas for improvement.
Be thoughtful when branding your live chat. T-Mobile uses the term “expert” to encourage customer trust. Seeing the word “expert” makes the visitor feel like whoever they speak to will be qualified to respond to their feedback, so they may be more willing to give it.
5. Open it up to the community
If you want to get feedback at scale, let the world know. It’s common for companies to email their customers en masse for feedback, but you can collect feedback from a broader group than your email list if you post about it on your blog, like Symantec did.
Recognizing that their blog readers likely consisted of people loyal to the product and motivated to see it improve, they asked them to provide their feedback as an informed audience:
The blog article linked to a short survey, but Symantec also left the comments open if it was easier for folks to provide feedback there.
You can also invite customers to vote on feedback that others have already submitted, like SEMRush does:
More Pro Tips for Collecting Quality Customer Feedback
Implement any of the tactics above, and you’ll start gathering customer feedback in no time. But it’s not just about getting a lot of feedback; it’s about getting a lot of feedback that you can actually act on.
Here are our best tips for ensuring that the customer feedback you collect delivers on quality, not just quantity.
Ask the right questions
What questions should you ask on your survey? The questions you pick (both in the words you use and the way you format the question) can impact both the quality of your responses as well as how many you get in the first place.
If you use a pop-up or exit intent survey, you might consider tailoring it to the specific page the customer is currently on. An exit intent survey on one of your product pages, for example, might ask an open-ended question about whether they were able to find the product information they were looking for.
An exit intent survey on the checkout page, meanwhile, might recognize that this person is frustrated, and give them a short multiple choice question to answer (Question: “Why are you leaving?” Answers: “Didn’t find what I was looking for,” “Too expensive,” “Not ready to buy,” “Found a better option elsewhere”)
You can also tailor your surveys to various customer segments. If this is the first time a person has visited your website, it might be helpful to serve them a popup upon arrival and ask if you can collect their feedback before they leave. Or, if you’re A/B testing two potential landing pages for a new product, create a short survey to gather feedback about why one might be outperforming the other.
Choose your survey format wisely
There are a few formats of surveys that people are most familiar with. Request your customers’ feedback in a way they’re used to, and you’re more likely to get them to respond. This might be a simple one-question survey, like the Net Promoter Score:
Or, it might be an involved, multi-page survey that you built in Google Forms or another survey software. If you take this route, make sure to tell people beforehand how much time they can expect to spend taking your survey, and incentivize them to respond with a free gift or discount off their next purchase. Then, motivate them along the way with progress bar like this example from Survey Monkey:
Beyond overall format, consider the ideal format for each question on your survey. How can you format your question so it’s easy for your customers to answer, but still detailed enough to provide you with valuable feedback? In some cases, smartly-worded multiple choice options can provide more targeted feedback than a blank text field.
Design your survey like a UX pro
Our final piece of advice for getting a high response rate on your feedback forms? Optimize the customer experience with good survey design:
- Make the feedback form easy on the eyes. That means a lot of wide space, with a colorful progress bar at the top and a colorful “next” or “submit” button at the bottom.
- Don’t force people to fill everything out. Allow them to click submit even if they haven’t given you all their contact information.
- Make sure the questions follow a logical order. Don’t jump around from asking for feedback on a specific product, to a question about your website, and back to the product again.
- Keep your feedback forms as short as possible. The fewer questions, the more likely people will answer. For on-site surveys, go for 3 to 5 questions max. Off-site surveys can be longer. Before publishing, review your survey one last time and remove any unnecessary questions.
- Don’t use industry lingo. Make your feedback request easy for customers to understand. Speak in their language, not yours.
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