As an ecommerce business owner, you can grow a successful business when you tailor your brand to fit what your customers want.
But when you don’t know what your customers want, how can you provide them with the product and experience they’re looking for? You can always assume, but this rarely gives you the real data.
That’s why ecommerce surveys are such a pivotal part of running a retail business. And they don’t have to be intimidating or complicated to run.
Let’s dive into how ecommerce surveys work and what questions you can ask your customers.
The dust has settled on the exploding ecommerce market, but brands now find themselves up against global competitors
The type of data you will receive from an online shopping survey dramatically depends on the questions you ask and the question formats you use. You will receive good-quality responses if your inquiries are well articulated.
Let’s dive deeper into why you should conduct an eCommerce survey and sample questions for good measure!
The Top Questions Asked in Ecommerce Surveys
A number of things influence the overall performance of an internet business. While working on the overall focus to promote sales, these specific elements must receive attention.
Ask your customers about different e-commerce processes to understand your strengths and flaws. To assess the possibilities of e-commerce services, you can use free survey questions or a pre-built survey template.
Log in to SurveyPoint to get valuable information about your consumers and build compelling surveys using 360-degree data analytics.
General eCommerce questionnaire
Website questionnaire for online shopping
The importance of a good website in running an online business cannot be overstated. Understanding what people who use your e-commerce site think about it is critical. Even if you can constantly evaluate the traffic data, getting feedback directly from the source is undoubtedly helpful.
Questionnaire for online shopping after purchase
You may get a better picture of your customers’ overall brand experiences by sending them an online survey immediately after making a purchase. You’ll receive suggestions on how to improve in several areas.
For customer support
You will alienate customers and see an increase in churn rate if your customer service is poor. You can find questions to determine how satisfied your clients are with you on the Net Promoter Score (NPS), Customer Satisfaction (CSAT), and Customer Effort Score (CES) pages.
Take a look at how satisfied internet shoppers are with their shopping experience.
How can eCommerce survey questions help you increase sales?
As a final note
Before they break out the credit cards, consumers spend hours researching the goods. Your brand will unquestionably benefit from learning more about their thoughts. To provide an exceptional shopping experience for your clients, you must understand their expectations, problems, needs, and demands.
You can collect data that can propel your brand to the next level by using the appropriate online survey tool and asking the appropriate online shopping inquiry. Use the article’s online shopping survey questions samples when creating your own surveys.
Jumpstart your online survey creation with SurveyPoint pre-built templates! Data collection is a breeze thanks to its multitude of eclectic features.
Customers are important, but so is
Keeping customers around means they’ll keep buying from you, giving you a steady income stream. That’s why churn rate is such a crucial metric to measure for your online store.
Although churn rate is typically used by SaaS companies, many e-commerce businesses started adopting this metric to measure customer loyalty over a longer time period.
To reduce churn and improve loyalty, you should keep an eye on your Net Promoter Score (NPS) and actively work on improving this score.
In this guide, we’ll cover all the basics of e-commerce NPS and how you can implement it to improve customer satisfaction.
Table of Contents
1. What is NPS?
2. How to Calculate NPS
3. What Is a Good NPS Score?
4. Why Is NPS Crucial for Your E-Commerce Store?
5. How to Implement NPS in E-Commerce
What is Net Promoter Score (NPS)?
Image Source: Pronto Marketing
NPS is a metric that measures how many customers are willing to recommend your products to other people. Think of it as a measurement to know how loyal your customers are to your product or service.
This is a crucial metric every business owner should keep track of because it gives them a direct insight into customer satisfaction and brand loyalty.
Andy Taylor, the CEO of Enterprise Rent-A-Car, wanted to ditch the typical bulky customer satisfaction surveys to enhance customer loyalty efforts.
- How was the quality of your rental car experience?
- Are you likely to rent from the company again?
Within a week, the company had raised results for 5000 US branches, which gave them real-time feedback on their performance and improvement areas at an unparalleled speed.
While Taylor was a visionary, it was Fred Reichheld that came up with the Net Promoter Score system after years of research and testing. And the main reason behind designing the Net Promoter Score is to effectively gauge customer loyalty.
All companies have to do was get answers to a single question: “How likely is it that you recommend (Your Company) to a friend?”
How to Calculate NPS
Your goal with NPS is to learn how likely it is for your customers to recommend your products. And that’s exactly what you should be asking in your survey.
Let’s explain what each group means.
Promoters are your satisfied and loyal customers. These are the people that would recommend your company or website to others.
Promoters are easier to manage and cultivate a long-term relationship with. That said, you can improve your relationship with promoters by sending them exclusive discounts, free delivery, guides, free eBooks, and so on.
Passives are satisfied yet not enthusiastic customers. This group covers the people who aren’t necessarily excited about their experience with your company.
Your goal should be to convert passives into promoters for a better NPS. Otherwise, you’ll risk them turning into detractors.
Simply put, detractors are unhappy customers. It’s highly unlikely for them to recommend your product or service to others. This may cause negative word-of-mouth, which can put a serious dent in your profits.
Make your customers feel special and they’ll become your biggest assets. But make them feel mistreated and your sales will go down fast.
But how do you calculate your overall NPS?
It’s simple: Subtract the percentage of detractors from the percentage of promoters.
Let me explain with an example.
Suppose you survey 100 customers. You find out that 64 percent of them are your promoters, while 12 percent are your detractors.
So your NPS will be 64–12=52.
What Is a Good NPS Score?
A net promoter score below zero means your business has serious issues that need to be addressed immediately. On the other hand, any score between 0 and 30 is a good range to be in. There’s still room for improvement, though.
Getting a score higher than 30 means your e-commerce company has a healthy ratio of happy customers to unhappy ones. For comparison, SPG Consulting found that the average NPS is 34.3.
An NPS of over 70 means you’re thriving. You’re doing things right—your customers like you, and your company is likely generating positive word-of-mouth through referrals.
Why Is NPS Crucial for Your E-Commerce Store?
Building an army of promoters comes doesn’t happen overnight.
NPS Eliminates Negative Word-of-Mouth
When customers say good things about you, it’ll help you boost your business.
In a study, BrightLocal found that 84 percent of participants use online reviews and friends to determine which products or services to use. Use NPS surveys to find your true advocates and incentivize them to ensure positive word-of-mouth and increase referrals.
Don’t forget about your detractors, though. Brainstorm ways to turn them into ambassadors to prevent any negative publicity.
NPS Establishes Customer Loyalty and Promotes Growth
It doesn’t take more than one percent to make a big difference.
To implement NPS on your e-commerce site, you can choose one of the tools in the market that regularly tracks your scores. Tools like GetFeedback or Survicate gather and analyze data in real-time to improve your customer satisfaction and sales.
NPS Develops a Competitive Edge Over Competitors
Over the past years, e-commerce websites have shown exceptional growth, which means you’re likely facing stiff competition in the market.
By using your NPS feedback, you can actively address customer problems and understand every issue a customer faces that can negatively affect customer satisfaction.
Carefully analyze your data to gain more insights into customer behavior and understand how they interact with your business.
How to Implement NPS in E-Commerce
Now that we’ve covered the importance of NPS and how to calculate it, let’s figure out how you can use it to further contribute to your e-commerce goals.
Give Every Customer Equal Importance
Your NPS score depends on how accurately you survey your customers. If your NPS survey only reaches a selective group of customers, you’ll get an artificially high or low score, which, in turn, will make it difficult for you to take action.
For instance, if your e-commerce store allows both registered and unregistered customers to check out, you must survey both groups. If only registered customers take part in your survey, you risk seeing an artificially high score.
Overall, you need a consistent NPS process and a fair sample of your customers to avoid producing skewed results.
Go Beyond the Score
NPS should be simple. Ironically, it’s the same simplicity that can be its biggest weakness.
Many e-commerce managers see NPS simply as a number, which makes them shift all their focus on moving the number upwards at all costs.
A better approach is to go through the comments from your customers, especially detractors, and identify the potential issues in your sales, payment, and order fulfillment processes. This way, you’ll be able to eliminate factors that hurt the customer experience.
Motivate Your Team to Improve their Performance
Customer loyalty is the very foundation of the NPS system. Unfortunately, though, creating a company that maintains loyalty isn’t something that is achieved overnight.
You and your employees have to be receptive to your customers and improving their experiences. Making your employees embrace the NPS spirit by tying their performances to it can be a good starting point to get better results.
Prioritize Improvement, Not Benchmarks
NPS benchmarks can help you estimate the range your score falls within, but you shouldn’t use them to directly compare your business with your competitors.
Most NPS benchmark reports are problematic because they group businesses into broad categories. Small e-commerce stores end up in the same category as big shots like Amazon, creating unreliable results.
Instead of focusing on meeting the average, you should prioritize the continuous improvement of your business and NPS over the long term.
Don’t Forget “Closing the Loop”
Once you collect customer feedback, remember to take action and respond directly to the customer’s concerns, compliments, or complaints.
Data shows that even a 5 percent increase in customer retention can result in a 25-95 percent improvement in profit. Therefore, you should remember to close the loop with detractors after implementing NPS.
Over to You
That was everything you need to know about e-commerce NPS.
Keeping an eye on your NPS can help you understand your target customers better, know their likes and dislikes, and improve any shortcomings and flaws in your online store.
You can’t expect overnight change, but by actively tracking NPS, you can eventually create an army of loyal customers, leading to more revenue in the future.
You’ve got a great product. When people buy it, you deliver it on time. So surely everyone loves you? Not necessarily. Product and fulfillment are only two parts in the customer satisfaction puzzle. If you provide a poor experience to customers, it really doesn’t matter if you offer the cheapest or highest-quality product on the market—there’s a good chance you’ll never see them again.The thing is, shoppers, don’t have a “three-strikes” policy. According to business intelligence firm SAS, one in three customers would ditch a brand after a single poor experience, while 90 percent would do so after two to five poor experiences. Instead of buying from you, they’ll look elsewhere. In other words, if you’re delivering a bad customer experience, you’re effectively doing your competitors’ marketing for them.But while it’s undeniably important, “customer experience” is quite a nebulous term that can mean different things to different people. When respondents to the same SAS survey were asked to rank their biggest customer experience concerns, the results were wide-ranging and evenly spread:Convenience (cited by 38 percent of respondents)Responsive customer support (32 percent)Responsible behavior (29 percent)Flexible returns and refunds (25 percent)So how can you possibly understand what your customers most want from you?E-commerce surveys hold the answer. Here are 15 examples—plus what’s good about each—to help you build your next survey.E-Commerce Survey Examples from Top Brands1. Charlotte Tilbury4. Sports Direct14. Taylor Stitch15. Warby Parker1. Charlotte TilburyCharlotte Tilbury is an upper-tier cosmetics brand with an aspirational product set. This is reflected in its e-commerce surveys, which have a pretty high-end feel to them.The tone of voice is spot-on, referring to the shopper as “Darling”, and inviting them to “tag your Tilbury” on social media—you wouldn’t do that with a €10 bottle of foundation you picked up at the supermarket.But this email isn’t all style and no substance. There are some smart design choices here, too.By laying out multiple purchases in the same email, rather than requesting reviews on multiple items individually, the whole process is streamlined. That’s effective because the last thing you want is to make it hard for customers to review your products.This choice of layout also subtly reminds you how many items you bought at once, and therefore how much you love Charlotte Tilbury. Maybe it’s time to buy some more?2. ASOSFashion e-commerce giant ASOS saw its revenues increase sixfold between 2012 and 2020 to almost €4 billion, so it’s clearly doing something right. One of those things is definitely its e-commerce surveys.Imagine you’re the customer who just received that email. Your order arrived earlier today and you love everything in it. Maybe you’re even wearing your new oversized vintage shirt right now.But however much you love a purchase, it’s not always easy to put your thoughts into words. What specifically do you love about it?ASOS prevents this by giving shoppers a few subtle examples of the sort of feedback they could leave in the first paragraph of the copy.3. ZippiZippi is a small, UK-based company that allows you to print and frame your photos (among other things). As with lots of smaller brands—and a lot of large ones, too—it leans on Feefo to power its e-commerce reviews.This email is a useful example of a survey that deals with the most important thing first—in this case, seeking your overall feedback on the experience of shopping with Zippi.Once you’ve got the big-picture stuff out the way, you can drill down into more specific questions that help you add meaning to the overall verdict.4. Sports DirectWhereas Zippi has partnered with Feefo to generate customer reviews, Sports Direct has gone with another of the big hitters, Trustpilot.What’s so great about this email? It may not look flashy, but that simple star-rating graphic is highly impactful.Visuals are important. Indeed, 33% of us are visual learners, making it the most common learning style.Sports Direct uses this to its advantage, guiding the customer with a visual representation of a “review”. I challenge anyone who receives that email not to click one of the rating boxes.5. AmazonAmazon’s entire business is built around delighting customers, so it’s no surprise its e-commerce surveys are so effective.For instance, maybe there’s only one issue on which you really want feedback. Amazon does this by asking for specific insight on how well this product fits because that’s clearly important to shoppers.If you’ve got a large customer base, you don’t necessarily need to ask every question to every customer. By asking one customer about sizing, one about delivery, and another about comfort, you increase your chances of getting a response (because your survey is so quick and simple), while also generating highly specific feedback.6. EverlaneThis email demonstrates how it’s not always the right idea to ask the broadest possible question first up; it depends entirely on the goal of your survey.Your customers are busy. What’s more, they receive a lot of emails. By 2022, we’ll receive an average of 333 business and consumer emails a day, or 14 an hour. It’s exhausting just thinking about it.That’s why it’s a good idea to give customers a little incentive to complete your survey. Everlane does this by offering shoppers who fill in its survey a chance to win a $200 gift card.This is a double win. Not only does it make me more likely to give feedback, but it also demonstrates how much Everlane values my opinion and is committed to improving its customer experience.7. MeUndiesWe love MeUndies so much at Drip, we spent a month analyzing the brand’s whole marketing strategy.In this example, MeUndies demonstrates that not all e-commerce surveys have to be specifically linked to a recent purchase. Instead, this email asks for feedback on the company’s membership program.The lesson here? Don’t be afraid to reach out to customers who haven’t bought from you in a while, provided you’ve got something worthwhile to ask.8. TargetLow review scores are a nightmare for e-commerce brands. According to Inc contributor and entrepreneur Andrew Thomas, it takes roughly 40 positive customer experiences to outweigh the impact of a single negative review.Target recognizes this—so it urges shoppers to fix any issues before they submit their review.Sure, you might think Target is “cooking the books” on its review scores here. But there’s nothing wrong with asking customers to give you a chance to fix something before they leave a damaging one-star review.9. HersThis one isn’t technically a survey at all. Instead, it’s an infographic embedded in an email, detailing the results of an earlier survey.So why have I included it? Because you should definitely learn from (and steal) this tactic.Not only does it make for an engaging piece of content in its own right, but it also demonstrates how much you care about improving customer experience. Plus it’s an opportunity to sell something—look at all the products referenced in the results.10. DropAs I’ve already pointed out, we all receive a lot of emails. So it can feel like a real relief opening one that doesn’t bombard you with huge, bright text, emojis, GIFs, and dozens of hyperlinks.Drop takes a clean, uncluttered approach to its e-commerce survey emails. There’s nothing to distract the reader here—just a link to the product, a call to action at the top of the email, an image, and the visual cue of a star rating system.On another note, linking to the product—as Drop does here—can be super effective, too. It helps your customer find it quickly and remind themselves of things like pricing and specifications that they might want to reference in their review.11. BellroyObviously, the main reason to send an e-commerce survey is to acquire the data you need to improve your customer experience. But that doesn’t mean you can’t also use it to lay the groundwork for retaining customers and encouraging repeat purchases.That’s exactly what Bellroy does here. By positioning a purchase as the start of a journey, rather than a one-off transaction, this survey email paves the way for building a long-term relationship with the customer.Additionally, the language puts the reader in a positive frame of mind for their review, using phrases like “slimmed your pockets” and “streamlined your things” to reiterate Bellroy’s key features and benefits.The use of a five-star line-break below the intro text is another nice touch, guiding the customer toward leaving a positive review.12. JoyusAccording to HubSpot, 75 percent of consumers don’t accept ads as truth. On the flip side, 90 percent trust brand recommendations from friends.This demonstrates the value of word-of-mouth marketing—something that Joyus clearly recognizes, prompting it to ask the classic NPS question: “How likely are you to refer us to a friend?”By repeating this survey over time, Joyus can gauge whether its actions are making customers more or less likely to recommend the brand.What’s more, by asking this specific question, customers are encouraged to think about recommending Joyus. Again, it’s a double win.13. NokiaWhen it comes to encouraging survey completions, it pays to set expectations early, as Nokia does here.Once the customer understands exactly how long it’ll take to fill out your e-commerce survey, they can decide whether they’ve got time for it right now. That makes them more likely to start (and complete) it.Research suggests the ideal survey length is 10 minutes, so Nokia’s two-minute survey certainly shouldn’t put too many people off.14. Taylor StitchThe last thing you want is for someone to click through to your survey, only to bounce back off immediately when they see how many questions you expect them to answer.Taylor Stitch gets around this by incorporating the entire survey within the body of the email. That means it’s super clear what’s expected of the customer, which should lead to low abandonment rates.15. Warby ParkerAll of the examples I’ve included up to this point work well for pure-play e-commerce stores. But what if you have both an e-commerce operation and physical, brick-and-mortar stores?Warby Parker is an example of a brand with both a high street and online presence. With this survey example, it manages to take offline interactions online by capturing an email address in-store and sending a feedback survey. That way, it can make customer experience improvements based on feedback from all shoppers, not just those who buy online.ConclusionNo one expects you to somehow meld all of these examples into a single e-commerce survey email—that would look terrible and be extremely confusing.Instead, use them as inspiration for testing multiple approaches over time. See which tactics generate the most insightful results (and which just don’t work for you), and do more of the good stuff.The more data you capture, the smarter your decision-making will be, which will help you build a better customer experience.
What is an ecommerce survey?
An ecommerce survey is a set of questions designed for the customers of an ecommerce brand.
Those questions can have several purposes, including:
- Finding new product ideas
- Understanding the desires and pain points of your customers
- Figuring out how to improve your existing products
- And much more!
Ecommerce surveys don’t only have to be for paying customers, either. You can send surveys to your email subscribers who haven’t purchased any of your products to understand what they’re looking for.
4 Ways to run surveys to get a pulse on your customers
So how can you make sure your customers get your survey and answer your questions?
Website pop-up survey
One of the best ways to run an ecommerce survey is to display a popup on your website.
Knix shows a great example of what a short pop-up survey can look like directly on their website.
Pop-up surveys work especially well if you only have a few questions. Plus, they’re easy to set up with a tool like Getsitecontrol.
For example, if you’d like to place a pop-up survey similar to the one on the Knix website, you can use this template:
One important thing to keep in mind when you create website popups is their mobile-friendliness. Because your customers are doing you a favor when they’re taking your survey, it’s important to make it as easy as possible for them to get it done.
If your survey feels clunky on mobile devices, there’s a good chance people won’t complete it.
Let’s say you have a really important survey, and you want to get feedback from people who have already interacted with your business.
Instead of running popups on your website, you can create a standalone survey page and send an invitation to your email subscribers.
Keep in mind that if you’re asking questions about purchasing experiences, you should only send the survey to those who have purchased from you. Make sure you have a segment in your email marketing software to separate buyers from non-buyers.
You could also send a survey to all non-buyers to figure out what’s stopping them from making a purchase. Perhaps you could find out what new products they’d love to see in your store.
You’ll usually get much more honest feedback than you would in a review. Plus, reviews don’t let you ask targeted questions.
There are two ways to conduct a post-purchase survey. First, you can survey customers right after they’ve made the purchase . For instance, you can display a survey popup on the Thank you page or the Order status page.
You can also send a survey to your customers via email soon after they’ve made the purchase. Those types of surveys are usually designed to get information about the purchasing experience, not the products themselves.
At this point, customers usually won’t have received their products yet. So, in this type of post-purchase survey, you can ask questions about the ease of use of your shopping cart, whether the customer was able to find what they were looking for, etc.
The second way to conduct a post-purchase survey in ecommerce is to ask questions some time after the purchase. In this case, the survey can be about the products themselves, not the experience of purchasing them.
In order to get valuable feedback on your products, you should wait an appropriate amount of time after purchase to send this type of survey.
What’s an appropriate amount of time? It depends on several factors, including:
- How long shipping takes
- What type of products you’re selling
- How long it takes for your customers to use the product enough to give valuable feedback on it
For instance, you can expect to ask for feedback soon after your customer receives an article of clothing. But if you’re selling health products, you may have to wait a while for your customers to experience the products’ benefits first.
Survey after a customer service interaction
Similar to how you would send a survey after a customer purchases or receives a product, you can survey them after they’ve had an interaction with one of your customer service reps.
You can either send an email with a link to the survey, or you can create a pop-up survey if they’ve been chatting with the agent directly on your website.
Pre-Purchase Ecommerce Survey Questions
Pre-purchase surveys are typically surveys displayed in the discovery, interest and intent stages of the ecommerce customer journey. This includes everything in the online funnels (on-site and in-app) prior to purchasing. These surveys will give you insight into preferences, concerns and expectations of visitors prior to making a purchase, thus helping boost conversions towards the end of the funnel in the long run.
Homepage and Low-Conversion Pages
- What is the purpose of your visit?
- What was your first impression of our website/app?
- How would you rate this page?
- How would you rate your experience on this website?
- Who are you shopping for?
Ecommerce survey on the Calvin Klein UK website
Where to use them: proactively triggered surveys (i.e. always visible feedback buttons) or as surveys triggered based on behaviour (i.e. time on page).
Search and Filtering
- How satisfied are you with the search filter options?
- Were these results helpful to you?
Ecommerce survey on the Gamma website
*Search filters have become pivotal to the success of many ecommerce websites and apps. Need some extra help in this area? Here’s a great article discussing the best practices for increasing CRO with your ecommerce search filters.
Where to use them: As an embedded survey right at the bottom of a filter, making them always easy to locate.
Website and Mobile App Content
- How would you rate this page content?
- How satisfied are you with the content on this page?
- How would you rate this product description? (see SportsCheck example)
- Was this page helpful? (i.e. an FAQ page)
Ecommerce survey on the SportScheck website.
Where to use them: as embedded surveys as the bottom of a content-heavy page (i.e. a product description, FAQ page, or terms and conditions page.
Mopinion offers a solution known as conversational feedback.
- Can you tell us why you are leaving? (cart abandonment)
- Is there something preventing you from completing your purchase?
- Did you encounter something that isn’t working properly?
- Is there a payment option missing?
Where to use them: in the checkout area or on a page where the visitor is failing to convert. These are often triggered surveys that appear when they visitor motions to leave the page or sits there for too long.
Why gather feedback from ecommerce surveys?
- Recognise trends. Ecommerce surveys will help you identify trends happening on your digital channels, by way of feedback analytics charts and dashboards. You can see positive changes such as an increased satisfaction level with shipping services. Alternatively, trends will give you insight to negative changes such as an upsurge in issues with website usability in the purchasing funnel.
- Adjust your marketing strategy accordingly. Marketing experts know that they need to drive their brands closer to their target demographics. That means connecting with them on a better level. Ecommerce surveys enable marketers to reach those visitors and existing customers in a way that gives them insight into how to cater their marketing strategies with their demographics.
Is your ecommerce experience enough?
The ecommerce experience is defined as how your customers perceive the different touchpoints across your ecommerce online journey. Unlike the more general term, ‘customer experience’ which refers to all stages of the ‘consumption process’, the ecommerce experience pertains specifically to the customer experience when purchasing products online.
In this industry, the experience must be smooth and satisfying for your customers. Why? Because churn is a very common phenomenon in ecommerce. Unlike an insurance policyholder who holds a long-term contract with an insurer, a customer in ecommerce has nothing binding them to a brand aside from a previous experience. This makes it crucial for businesses to focus on making sure that experience is always optimal.
User Experience Ecommerce Survey Questions
- How would you rate the usability of our website / mobile app?
- How would you rate our website / app?
- Did you experience any difficulty navigating our website?
- Have you encountered a bug? (i.e. incorporate visual feedback)
Example of UX Survey on the GoSport website
Types of Ecommerce Survey Questions
- Pre-Purchase Ecommerce Survey Questions
- Post-Purchase Ecommerce Survey Questions
Why should you run a customer survey for your ecommerce store?
There are several reasons why you should consider running an ecommerce survey for your online store.
First off, it’s important to understand your customers’ perspectives on a variety of topics around your brand. For instance, you may like your new website, but perhaps your customers find it clunky and confusing. Or maybe you think your customers want you to launch a new Winter collection, but what they really want is all-year access to their favorite products.
Surveys can also help you collect valuable feedback about your products that you wouldn’t otherwise get. If you need to know specific details about a product, you can be as specific as you want in your questions.
Customer surveys can even help you with your marketing campaign. That’s because you can use them to collect voice-of-customer data and find out exactly what types of conversations are happening in your customers’ heads.
This data can give you a competitive advantage against other brands in your industry.
Plus, the same data can help you identify customer trends so that you can make predictions for future products and sales forecasts.
Finally, surveying your customers can help you retain their loyalty. If there’s something they dislike about their shopping experience with you, surveys will help you address those issues and make sure your customers stay with you in the long term.
Keep a pulse on your ecommerce experience
Ready to start leveraging ecommerce surveys on your website, mobile app, or in emails? Then the first step will be to determine who the survey is targeting, identify which funnel(s) it should be used in and then you can refer to our list of ecommerce survey questions for effective and relevant surveys. Once you’ve established that you can start building your surveys in a flexible feedback solution like Mopinion.
Post-Purchase Ecommerce Survey Questions
Post-purchase surveys are – just as the name suggests – surveys that are used after the visitor has converted into a buying customer. These surveys are critical as they can help measure customer satisfaction & loyalty as well as clarify any assumptions you might have regarding the shopping experience, the quality of post-purchase services (i.e. delivery and customer service) and the product itself. Because retailers often have customer contact details at this point, these surveys can be deployed as email feedback surveys in post transaction drip campaigns.
Shopping Experience and Customer Loyalty
- How was your shopping experience? (i.e. on the confirmation page or email)
- Was the online store easy to navigate?
- How can we improve the shopping experience in the future?
- Why did you choose our brand?
- How satisfied are you with the online experience at ____?
- Was the checkout process hassle-free?
- How would you rate your checkout experience?
- Did anything almost prevent you from checking out?
- How likely are you to recommend us to friends and family? (NPS)
Ecommerce email survey from AH.nl
Need more inspiration? Try these post-purchase email survey questions.
- How would you rate our online customer service?
- Is there anything we can improve in terms of customer service?
- Did our customer service team answer your question(s)?
- How satisfied are you with the response time at our customer service department?
- How would you rate the delivery of your product?
- Rate the overall shipping experience.
Ecommerce email survey from Omoda
Where to use them: in post-purchase service emails (either as an embedded survey or as email survey). You can also place a survey within a chat (i.e. the customer service chat) and gather feedback on the service experience that way.
Product Quality Assessment
- How would you rate our product assortment?
- How satisfied are you with our product assortment?
- How satisfied are you with the quality of the product(s) you received?
- Compared to our competitors, how would you rate our products?
- How helpful were the reviews for the product you purchased?
- Did you find substantial product details to inform your purchase?
38 questions to include in your ecommerce surveys
Now you know how to send ecommerce surveys to your customers in a variety of scenarios. But what types of questions should you be asking them, anyway?
The questions you’ll ask will depend on what your survey is about. Below are six scenarios with a total of 38 questions you can ask your customers.
Customer experience survey questions
Customer experience questions should relate to how it feels for your customers to shop on your ecommerce website. You can also ask other questions that pertain to how your customers interact with your business online.
- Did you experience any problems or difficulties while navigating our website?
- Can you describe your first impression of our website?
- On a scale of 1 to 10, how likely would you be to shop on our website again?
- On a scale of 1 to 10, how likely would you be to recommend us to friends and family?
- Who are you shopping for today?
- Did you find everything you were looking for?
- How satisfied are you with the availability of our products at the moment?
- On a scale of 1 to 10, how would you rate your checkout experience?
- Are you satisfied with the available payment methods offered? If not, please tell us your preferred payment method.
- Is there anything that almost prevented you from completing your purchase today? If so, please let us know what happened.
Product quality survey questions
How do your customers feel about your products? How can you improve your products to provide a better experience for your customers? These are general questions you can use to get a sense of how your products are performing.
Keep in mind that you can ask more specific questions about your products, too. Since these are designed to be used by all ecommerce stores, they’re very general questions.
- On a scale of 1 to 10, how satisfied are you with the quality of the products you received?
- How would you rate the product you received?
- How likely are you to recommend the products you received to a friend or family member?
- Were there any products you disliked in your order?
- How likely are you to purchase the products you received again?
- Did you feel our product descriptions from our website were an accurate representation of the products you received?
- How would you rate our products compared to our competitors?
Customer support survey questions
Customer service is a key part of running an ecommerce business. In fact, did you know that 90% of Americans use customer service as their primary indicator when deciding who they want to purchase from?
Here are some questions to help you improve your existing customer service experience.
- Was your issue correctly solved by our customer service representative?
- On a scale of 1 to 10, how would you rate your overall experience with our support staff?
- How many sessions did it take to solve your issue?
- On a scale of 1 to 10, how was your wait time?
- How helpful was your customer service representative in helping you solve your issue?
Product development survey questions
Need to come up with new product ideas? There’s no source of inspiration better than your existing customers. Instead of assuming what they want to buy, just ask them!
Brand-related survey questions
These are powerful questions you can use to not only improve your brand, but also to give opportunities for your customers to opt into your email marketing campaigns.
- Are you interested in signing up for our email newsletter to receive exclusive offers and discounts?
- In your latest order, you checked out as a guest. Would you like to create an account to save your information and order history?
- What made you purchase from our brand instead of from a competitor?
- On a scale of 1 to 10, how likely are you to recommend our brand to friends and family?
Shipping survey questions
Finally, you should survey your customers about their shipping experience. This can help you figure out whether your current shipping solution is adequate or if you need to find a better solution to get your products in the hand of your customers.
- Were you satisfied with the shipping options provided? If not, please explain how we could improve.
- On a scale of 1 to 10, how would you rate the packaging in which you received your products?
- How long did it take for you to receive your order?
- Did you receive your product at the correct address?
- Did your product arrive in good condition?
Create compelling ecommerce surveys for your website and email list
Now you have all questions ideas and scenarios you need to create your own ecommerce customer surveys! When you regularly survey your customers and keep tabs on their experience with your brand, you’re able to keep improving your business and sustain long-term growth.
Getsitecontrol can help you create beautiful pop-up surveys without writing a single line of code. Try it out for free to see how easy it can be to launch your first ecommerce survey.
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