In today’s digital world most shops are active online. You can find pretty much any product you need with a couple of clicks, not only in one place but on many different sites.
The competition online is really high as the person searching for a product or a service has so many options to choose from. Therefore, customer experience is extremely important.
How can you make sure that you give your visitors the most optimal experience? Simply by asking them about their opinions with a survey. So let’s take a closer look at how those work!
Your customer’s opinions are the most essential information for the growth of your business. With your strategy, you should be very customer focused, making sure your website is optimized to achieve the highest satisfaction rate.
The very first step in your customer satisfaction survey should be to set a goal. You can get feedback on many different trends. Your goal can, for example, be to increase sales, reduce churn, improve the user experience on your website or something similar.
In order to gather valuable feedback for your goals, you need to ask the right questions. There are three different types of questions.
The most basic multiple choice questions are the ones that can be answered with a simple yes or no. They are useful if you need quick data that can be easily generalized. More complex multiple choice questions offer a range of options for your visitors to choose from. This can, for example, be to make them choose from a couple of different possibilities, regarding the reason why they have entered your website today.
Scale questions allow you to aggregate scores to see how satisfied your customers are with a certain trend. You could, for example, ask how likely your visitors are to recommend your organization to a friend on a scale from 1 to 10.
Finally, open-ended questions give visitors the freedom to express their opinions without a set frame. You can ask for suggestions, improvements or anything else you find is relevant.
When creating a campaign with a survey, asking the right questions, however, does not paint the whole picture. The design of your survey should be appealing and user-friendly.
So let’s look at a couple of examples of how your campaigns can be turned into surveys. Bang and Olufsen are promoting a new product. They are interested in knowing which color of the product do the visitors like the best.
They designed the survey to be as simple as possible, containing only one multiple choice question. To support decision making, an image with all the color options of the product is added above the question. The answering of such a survey is very fast, not being a burden to the customers.
The second example we will go through today is Living Shop. They would like to improve the user experience on their website. A multiple choice question is used for evaluating the experience, however, they go one step further by adding an open-ended question.
This is a voluntary field to fill in, which gives Living Shop very in-depth personalized feedback. Data from such questions will take more time to process, however they will give the company truly rich information.
The design and complexity of your survey are completely up to you. You can add as many questions to your survey as you want.
What you should keep in mind is that if it is too time-consuming, the visitors may need to be a little nudged to invest their time in your survey. A great way to do that is by offering an incentive for their time spent answering your questions. This can be in the form of discounts, free samples, vouchers or any other relevant benefit.
To wrap up let’s go through the best practices for customer satisfaction surveys again.
And remember to always thank your customers for the time they spent on filling out your survey!
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