4 Benefits of Customer Satisfaction Surveys

How much do you know about your buyers and what they think about your products and your website? If you could know more, would that be valuable for your brand? Ecommerce experiences lend themselves seamlessly to collecting information from your visitors that can be used to improve your website, products, marketing and sales.

Here are some of the benefits of customer satisfaction surveys:

1. Product Improvements and Expansion

Many ecommerce sites rely heavily on reviews to collect insights into what consumers think about their products. The benefit of customer satisfaction surveys is that they are guided vs. open-ended, so you can elicit more exacting details from your customers.

With a survey you can pinpoint specific areas you want to learn about and formulate those into questions to expand your product line or improve current products. For example, what if you are considering offering new colors or flavors of certain products? You can include questions about the popularity of those new options in your survey. Or, what if you would like to expand an existing product line to include offerings for other demographics (e.g., children)? You can survey customers on whether they would also be interested in purchasing the product for their children.

Surveys give you the ability to leverage website visitors and customers for free or low-cost (you can offer incentives for people to participate) product research and development.

2. Website Upgrades

Your website features and offerings can also benefit from customer satisfaction surveys. Imagine you want to design and launch a new product-oriented blog. You have some options:

1. You can invest in creating the new blog, hire writers, deploy it on the website and then track results to see what your website visitors think.

2. You can survey your website visitors about your blog idea, confirm they are interested and dig deeper into the kinds of topics they would be interested in reading about before you invest any time, money or other resources into creating the blog.

While not necessarily a perfect science, surveys are a great opportunity to collect feedback on website ideas you have before you act.

3. Conversion Rate Optimization

Since surveys are completely customizable, why not use them to get to the heart of the matter and learn about your audience’s behaviors directly? What inspires them to buy and what would get them to buy more--or sooner? The top benefit of customer satisfaction surveys is learning what motivates your buyers to choose your brand and products and to use the data to increase conversions.

Following are some ideas of questions than can help in this vein (these should we multiple choice questions with answer options, including “other” with open comment space):

What makes you most interested to buy XYZ product?
When do you think you are likely to buy XYZ product?
Would any of the following (offers, incentives, etc.) make you buy XYZ product today?
What are your top concerns when comparing options before purchasing XYZ product?

4. Demographic Data

Many brands invest a significant amount of resources into market research in order to help determine the best ways to advertise and market their products. Customer satisfaction surveys can benefit your brand by allowing you to collect key demographic data, which can help you construct a blueprint of your target audience. You can better tailor the messaging on your website and in your marketing with those demographic details. The only flaw in relying on this data is it doesn’t help with expansion into new markets. However, if you are confident in the targeting of your current buyers and you just want to increase overall marketshare among them, then a survey is a great way to pinpoint exactly who your customers are.

Customer satisfaction surveys can benefit your ecommerce company in a range of ways and are relatively easy to deploy via email marketing or with software on your website. Given their ease of dissemination, you can create numerous surveys over time and offer them to different visitors and buyers (based on behavior or randomly) to increase ROI from your website.

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