How to collect feedback on an eCommerce website

This article was written by Jake Rheude. He is the Director of Marketing at Red Stag Fulfillment, an ecommerce fulfillment warehouse that was born out of ecommerce. He has years of experience in ecommerce and business development. In his free time, Jake enjoys reading about business and sharing his own experience with others.

Buying a product online is a long journey: shopping around, visiting your website, buying the product, waiting for the product, and finally, delivery. Online shoppers tend to love the convenience of shopping online, but it does come with its own set of challenges.

Owners of eCommerce businesses need to make sure their customers are satisfied at each step of this journey, from eCommerce fulfillment to final delivery, because it hugely affects the conversion rate and repurchase rate — basically, the lifeblood of the company. But how can you find out if your visitors and customers are happy?

Well, the simple answer is to ask them. However, there are many different touchpoints and methods to the asking.

Crappy survey example

You can definitely come up with better surveys than this. Courtesy of r/CrappyDesign on Reddit

How to collect feedback from your visitors

The first look at your website is your chance to shine. You’ve put weeks, months, into optimizing the copy and designing the layout. Your product descriptions are on point, your blog is updated regularly, and you’re even featuring content from your customers and followers on social media.

Unfortunately, the visitors to your site are forming an impression of all that in about a tenth of a second.

As much as you love your site, you need to find out what other people think of it. You need to find out what is drawing people in, what they like, and especially what they hated so much they “noped” out immediately. But how?

Hotjar heatmap

Hotjar is a good place to start thinking about UX on your most important web pages.

Collect Data

If you’ve ever dreamed of sitting next to a user and peeking over their shoulder, watching how they use your site, I’ve got good news — no, you can’t literally do that, but pretty close.

Using a service like Hotjar, you can get tons of feedback on how users are interacting with your site. They can show you heat maps of where users click most often, live recordings of users’ behaviors so that you can identify issues, and even at which part of which page visitors are most likely to leave your site entirely. If that sounds like a goldmine to you, it’s because it is.

By collecting data on what your users are loving, having trouble with, and avoiding like the plague, you’ll get invaluable feedback on how your site can be improved.


You should already be collecting data, but are you using it?

It might seem overwhelming at first, which is understandable. There are a lot of numbers, and even if you know what kind of numbers you’re shooting for, you may not know why, or what they mean. These are the basics you should be keeping up with:

  • Unique visitors. This is the most accurate measure of the size of your audience because this will tell you how many people you’re reaching, regardless of how many times they’ve come back to visit.
  • Bounce rate. This is a big one because this is the percentage of visitors who leave immediately. This may not seem important at first, but it’s actually vital. Having a high bounce rate could mean that your loading time is slow, that your design is bad, or even that you’re targeting an irrelevant keyword.
  • Exit pages. The exit page is the last page a user visits before leaving, and knowing which pages are most frequently exited after viewing could point you to issues.
  • Conversion rate. This is, arguably, the most important of them all, particularly for an eCommerce site. Your conversion rate is customizable to you, and you can have as many as you want, as it simply means how often an action (like a sale) is completed. In eCommerce, your conversion rate is your lifeblood, and you should always be looking to increase it.


Live Chat

Having a live chat box available was one of the biggest trends of 2017, and it has only grown more popular since. They’re easy to automate, give a more personal feel to the website, and effectively streamline customer service in a way that couldn’t be done before. Instead of waiting on hold on the phone, a customer can type a quick message through the live chat to get help. Once they do that, they’re connected with someone who can assist.

This interaction is, unsurprisingly, a great opportunity for getting feedback. Once your customer service agent has fully helped the customer, have them provide a link at the end of the session so that the visitor can leave their feedback if they want. It can be as simple as indicating if they were satisfied with the interaction, or answering a few questions about their experience on the site.

A live chat on Bodega.com

Bodega.com offers a live chat to make things easier for potential clients.

Pop-up Surveys

Collecting data on what your visitors are doing is an important part of the puzzle, and it will clue you in to larger patterns and the big picture of how your website is doing. The other part of the puzzle is asking your visitors what they thought and hoping they tell you.

The good news is that people love giving their opinion, especially if you give them a good incentive. At any point during their visit, you can employ a pop-up survey with a few questions about their experience, and you can encourage them to answer with something simple like a coupon code or free gift at checkout.

The extra good news is that these days, it’s easier than ever to precisely target when you want your pop-up to pop up, and who you want it to pop up for. Wisepops just so happens to provide smart pop-ups that you can not only completely customize, but also track the success of. What a coincidence.

Exit Intent Pop-up

If you’re particularly concerned about why people are leaving your site, try using an exit survey. Instead of popping up on a specific page, an exit intent pop-up will appear when they make a quick dash for the big red X. You can ask them to take a quick survey or input some feedback into an open-ended text box, and try similar incentives to the pop-up survey.

How to collect feedback once your customers have placed their order

ECommerce has been an amazing stride forward for commerce businesses — growth is easier, faster, and cheaper than ever. However, one of the areas in which it can’t compete with brick-and-mortar stores is simply the time it takes to get the product to the customer.

When customers visit a store, they get the extremely satisfying experience of walking out with the product in their hands immediately. In eCommerce, though, once they order it, they have to wait for it to arrive.

So, turn this potentially negative situation into a positive one: Use it as an opportunity to keep in touch with your customers, and also collect feedback about the shipping process.

Post purchase survey example

This is what a post-purchase email should look like. The only thing missing is shipping info. Even a survey email should feel like you’re helping out customers. Courtesy of Really Good Emails.

First, provide them with shipping updates. When you send them an email with an update about when it’s going to arrive, you can include a link in the email that will take them to a quick survey for feedback.

If you’re wary of spamming your poor customers’ inboxes, there’s another way to use shipping as a method for surveying them. Include a simple shipping tracker on your site where customers can check on the status of their order, and use a pop-up to ask for feedback when they visit.

How to collect post-shipping feedback

This is the absolute best part for your customer; they finally have the product in hand, and they’re (hopefully) over the moon about it and can’t wait to try it out. This is the best time to get feedback on the shipping process, as well as the product.

First, send them a delivery notification. Let them know as soon as you know, and provide a link to give their feedback at the end of the email.

Now, hopefully, they’ll remember to go back to that email and give their feedback, but they may not. In that case, send a follow-up a few days later. In the follow-up, you can ask for feedback about their experience with any part of the process, from the website to the shipping.

Including a question about shipping should be a no-brainer for post-purchase surveys. Courtesy of Really Good Emails.

Alternatively, you can follow up and ask them for a review. Once they’ve had a few days with the product, they should have a fully formed opinion on it, which will motivate them more to leave a review. You can ask them to do this on your site, or the site you sell through — wherever they bought the product.

This is also your best opportunity to leverage any positive feedback you receive. If a customer indicates that they had a great experience with the website, the shipping, the product, or all of the above, ask them to leave a review! It should be easy to incentivize them with a discount code, which means you get a good review and a return customer. Win-win.

But wait, before you go…

With the multitude of touchpoints that exist in eCommerce shopping, there is an equal number of methods to collect feedback from those visitors and customers. How do you do it?

Greg D'Aboville Greg is Head of Growth at Wisepops.

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