Best Practices To Get the Most Out of Post-Purchase Ecommerce Surveys

Product and marketing teams can do their best to predict what customers want, but rather than playing a guessing game, why not get that information straight from the source? Post-purchase surveys are an invaluable tool that help companies get direct feedback on products, services, and experiences. Companies can then use this information to improve their offerings and make them more desirable for future customers. Here’s how you can get the most out of your post-purchase ecommerce surveys.

Keep them short

Keep your surveys short and to the point. Your customers will appreciate their brevity, and it will likely lead to lower survey abandonment rates if customers can complete them quickly.

Use rating questions for quick metrics

Include rating questions (a scale from 1-10, for example) to get initial impressions from your customers. This will give you a quantitative value that will represent your customers’ experience at a glance. This is a great way to start your survey and get your customers invested.

Use open-ended questions for actionable feedback

Rating questions are a great way to start, but won’t get you all of the information you need. Use open-ended questions to get a full understanding of any pain points or positives that your customers might have experienced. You can even use a combination of a rating question and an open-ended question by providing a space for feedback at the end of some of your rating questions.

Use a text analyzer for context

A text analyzer can look over all of the open-ended responses and mine them for useful information, context, and emotional indicators. Using artificial intelligence, these text analyzers can instantly gather all of the information you need from your hundreds or thousands of surveys and aggregate the data into a useful format. You might pick things up that you didn’t expect, like emotionally charged answers when asking about a specific product feature, that can drive your product decisions in the right direction in the future.

Establish KPIs/goals (and stick to them)

Implementing customer feedback is great, but make sure you’re doing it with direction. Set key performance indicators (KPIs), and use them to drive the changes that you make to your product, service, or experience. For example, you might measure customer satisfaction (CSAT) before and after making product or service changes, to make sure you’re moving in the right direction.

Deliver your survey on multiple platforms

Meet your customers on the channels they use most. It’s easy for a survey email to get lost in an inbox or sent to spam. That’s why it’s valuable to offer your survey on multiple platforms. The most efficient way to offer your survey is likely directly after a sale on the same page they’ve made their purchase, but social media platforms are effective as well. Make sure your survey can be administered directly on Facebook, Instagram, or wherever else you’re selling.

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