Surveys can give exact information about how customers (current and potential) look at your brand, your products and services, and their level of satisfaction. This information, if it is used correctly, will help you improve your business, increase customer loyalty, and increase sales. It is said that the one who owns the information owns the world. When sales and marketing departments are working hard, almost without days off and holidays, using all known and unknown sales and conversion approaches and achieving good results, the necessity of using another approach to collect information might be unnecessary. But it is not always so.
What do economists think about surveys?
A few years ago, Professor Paul Dholakia and Vicki Morwitz published research results in the Harvard Business Review. According to them, the fact that a company asks customers for their opinion about a product, service, or quality arises customers’ desire to remain loyal to this brand. Consumer psychology is such a thing, that the company’s interest in the opinion of customers is perceived as an indicator of love, trust, and respect and strengthens a positive opinion about the brand.
In addition, according to Dholakia and Moritz, customer surveys can raise awareness about additional products and services of the company and form an opinion about things that they did not even think about. For example, if you should recommend this particular brand to your friends and family. Note that getting this result, you don’t even need to process specific customer questions – you just have to ask these questions. Then imagine what you can achieve if you listen to the opinions of your customers.
How can you use this instrument to increase the profit?
The use of surveys in sales is primarily related to assessing the level of customer satisfaction and their interest in the products or services that you offer. There are mainly three types of surveys, that can be of great use. They can allow you to take administrative decisions to promote goods in your shop. There are the following types of surveys:
- Surveys of customers after the purchase.
- Surveys of potential customers who have not completed a purchase.
- Surveys to find out what your customers want.
Interviewing customers after a purchase is the most logical step. They are people who have completed a full cycle of actions, starting with getting to your site (social networks, direct link) and ending with paying for the product. These people know exactly how easy or difficult it was for them to find the right product, how easy it is to navigate the site, and how the payment went. They can tell you what you did right and what you didn’t.
Many businessmen may not agree and say that you need to interview all visitors, because this will give more information and may even encourage someone to buy. How does it look in reality on most sites? As soon as you get to the site, you are immediately attacked by a pop-up asking if you want to answer a couple of questions about the company. Alternatively, these may be intrusive links on the pages of individual products. If for some incredible reason (you were in a good mood, for example) you decide to answer this couple of questions, you get to a separate page with a dozen questions, and then, by clicking “Next”, move to the next page with another dozen questions and, eventually, incomplete annoyance and indignation, you close the page, leave the store and never go back there. This is an example of how surveys should not be done.
The most successful practice is to publish surveys on the order confirmation page after successful payment of the order. You can thank the customer and ask them to answer 2-3 questions directly related to this purchase. At the same time, it is recommended to publish the survey form immediately in front of the clients’ eyes. If you simply place a link with the text “Please click here to share your opinion about our work with us”, then in most cases, visitors will simply ignore it. According to statistics, only 1% of customers will follow this link and leave a negative comment. If the feedback form is built-in, the chances of getting a response from customers will be higher.
What questions should be included in the survey?
The form on the order confirmation page should not be huge. The more questions you ask, the less likely you are to get answers. Just three or four questions will allow you to achieve your goal. From the very beginning, the site user should see that the survey is small and does not take much time. The key rule here is the simpler, the better. For example, you can ask customers to rate certain characteristics on a five-point scale:
- How easy was it to find the right product?
- How do you evaluate our product range?
- General evaluation of the site for purchases.
Finally, leave the field for additional comments. This is where customers can tell you what they didn’t like (or, on the contrary, liked) during the purchase process, whether they encountered problems with navigation, interface, registration, etc. These comments will allow you to find bugs in the system and build a more user-friendly sales process. No one will tell you more about usability than the users themselves. Perhaps this is where we can see why the conversion rate is lower than it was originally planned.
In addition, comments from users will help you find out why they choose you among your competitors. Use customer language in your marketing texts. Often, the unique sales offer (USP), defined by your marketers, differs from the way your customers see it. You have a chance to look at your product through the eyes of the customers – use this chance to the maximum.
About 5-7% of comments are usually taken up by requests to add a new product or new characteristics for a particular product – this is another situation when you should listen to the opinion of customers and decide on a product line that will bring more sales.
An important factor is whether the customer will recommend your site to their friends. First, you will immediately see how satisfied the customer is with the purchase process. And if he is not happy, then you have to find out why. And, secondly, by asking this question, you lead the buyer to the idea of a recommendation. These steps will help you to promote your products.