Udesh Jadnanansing
Udesh Jadnanansing 28 February 2017

Four Tips for Ecommerce Companies Wanting to Capture Digital Feedback

Online customer feedback can be a real competitive advantage for companies in the ecommerce industry. However, collecting the right customer feedback takes careful planning and a firm understanding of the journey your customers take when buying a product on your website or app.

1. Online feedback is more than a feedback button

There’s more to online feedback than just having a feedback button on your website or mobile app. Feedback is a strategic choice to include the voice of the customer in optimising your online services and funnels. And for the ecommerce industry, the voice of the customer is critical in keeping up with the competition.

When it comes to measuring feedback from your website and converting interest into sales it can appear to be a very complicated process. However, the basic principles of introducing the right solution to increase online sales with customer feedback are remarkably simple and straightforward.

Mopinion: Four tips for ecommerce companies who want to start collecting digital feedback - TomTom Passive Form

For starters, it’s good to consider the purpose for which you want to collect feedback. In other words, you need to think about what you want to know from your customers and which kinds of questions you want to ask them. For example, do you want to use metrics (e.g. Net Promoter Score or Customer Effort Score)? Which funnels are most important for your business? And once you have the feedback, how are you going to respond or take action?

Mopinion: Four tips for ecommerce companies who want to start collecting digital feedback - Relevancy

Online feedback collection tools make it much easier to not only collect feedback but also keep it relevant and timely in the real world. This feedback is relevant in the sense that it is triggered based upon visitor behaviour as well as by asking short and simple questions about why the customer is not proceeding within the funnel. For example, you’ll want to tune your feedback questions around what you can achieve on these pages. So keep in mind – being hassled with questions that are irrelevant won’t endear your business to your customers!

3. Choose your feedback tool wisely

There are loads of feedback collection tools out there with DIY form and survey-builder capabilities that make it relatively easy to start gathering online feedback. While this is more than enough for some smaller players in the ecommerce industry, for an enterprise with multiple online processes this isn’t necessarily the challenge. The challenge is how to turn this feedback into useful insights and make it actionable. This is an important distinction, because data collection tools only collect feedback, but they do not analyse it.

Mopinion: Four tips for ecommerce companies who want to start collecting digital feedback - Feedback tools

Bottom line: make sure you are choosing a tool that best fits your goals in terms of analysis.

4. Think big but start small

Now comes the tricky part. You know why and how you want to collect online feedback for your website, but now it’s time to choose a process that has volume (number of visitors) and can directly establish an ROI. For online retailers, an ordering process lends itself ideally for a first feedback encounter. Why? There are plenty of visitors and the problem is clear: Why are visitors dropping off in the ordering process?

Mopinion: Four tips for ecommerce companies who want to start collecting digital feedback - Think Big

This ‘why factor’ is something that cannot be derived from web statistic tools such Google Analytics. The moment someone reports (by providing feedback) that something goes wrong, you not only have insight into what went wrong but you can immediately follow up and request their contact information. These are, in fact, leads that would normally be lost but now provide immediate revenue.

So by starting small, you can gain knowledge based on these insights and relatively quickly. Make small improvements and monitor the impact on the customer metrics you have chosen. And don’t forget to be proactive in sharing those insights!

Customer feedback can play a massive and long-lasting role in boosting online sales and optimising conversions: a win-win for customers and companies alike.


Kevin Adams
Kevin Adams

Nice topic, and I'd recommend as a feedback tool. Its so helpful

Ben Ortega
Ben Ortega

Great article! We can all agree on the fact that online feedback is a key component for success when it comes to online businesses, but what you really need form the start is a good feedback widget. I personally like Feedbackly because of it's simplicity and also because it gets the job done quickly. You can benefit from the unique features of the widget such as creating and triggering automated instant upsell offers based on the feedback given and many more. if there is someone interested in this widget, I posted the link to their website bellow:

Also, if you want to see some use-case examples, you can visit their demo-store:

Please login or register to add a comment.

Contribute Now!

Loving our articles? Do you have an insightful post that you want to shout about? Well, you've come to the right place! We are always looking for fresh Doughnuts to be a part of our community.

Popular Articles

See all
Top 10 B2B Platforms to Help your Business Grow Worldwide

Top 10 B2B Platforms to Help your Business Grow Worldwide

Although the trend of a Business to Business portal is not new but the evolution of technology has indeed changed the way they function. Additional digital trading features and branding has taken the place of...

Salman Sharif
Salman Sharif 7 July 2017
Read more
Top 10 Skills to Become a Rockstar in Digital Marketing

Top 10 Skills to Become a Rockstar in Digital Marketing

Technology is continuously evolving, prompting marketers and entrepreneurs to dive into digital marketing to increase brand awareness, reach their target market, and ultimately drive sales and profit. 

Jessica Andriani
Jessica Andriani 7 September 2018
Read more
7 reasons why social media marketing is important for your business

7 reasons why social media marketing is important for your business

Social media is quickly becoming one of the most important aspects of digital marketing, which provides incredible benefits that help reach millions of customers worldwide. And if you are not applying this profitable...

Sharron Nelson
Sharron Nelson 6 February 2018
Read more
Infographic: The State of Universal Content Management 2020

Infographic: The State of Universal Content Management 2020

Marketers are wasting too much time on unnecessary content-related tasks due to siloed organisational structures and lack of technology integration. This was a key takeaway from a London Research report published...

Linus Gregoriadis
Linus Gregoriadis 30 June 2020
Read more
Promote Your Blog On These 30 Places

Promote Your Blog On These 30 Places

Social Media channels are one of the best ways to promote your blog content, but you shouldn’t stop there. Besides Social Media, there are more available places on the web which can be a great marketing tool for your...

Aleksej Đurđević
Aleksej Đurđević 7 December 2016
Read more