Surveys are a great source of information for your business. They can give you all the ins and outs of your business, your marketing decisions, and your product. In this article, we'll go through the most current ways of using surveys to scale your e-commerce and how each of these can be achieved with Survicate.
Table of Contents:
1. Uncover the reasons behind Cart Abandonment
Uncover the reasons behind Cart Abandonment
Cart abandonment is a common problem for all e-commerce businesses alike, and surveys can effortlessly help you understand the reason behind why your visitors are not moving towards the final step of the purchase. For example, if you have a Shopify store you can easily trigger a survey when your respondent is about to leave the cart page.
While there might be various reasons why a visitor would abandon your cart, the common ones include unexpected delivery costs, issues they might experience in the UI, or price comparisons of other vendors. You can consider including these common options as selectable, but also an "other" option to let your visitors give their own reasons. You can also include a contact form to these surveys to generate more leads.
Evaluate your web store performance
While talking about an e-commerce experience, an easy to use the website is a crucial determinant on how likely your visitors would purchase from your store. Therefore, along with asking questions about your product, or customer satisfaction, you should also consider asking how easy is it to navigate on your site, how fast your site loads, and other aspects of your website elements.
It is a common oversight of online stores to fill their pages with various items - whether related products, discounts - that make it hard for users to navigate and sometimes can't even use the store at all!
Additionally, the mobile experience of your website will always be different than the desktop experience. While you might be rocking on one platform, you might have some issue prone features on the other. In Survicate, you can run surveys depending on the platform visitors are viewing your website, mobile, or desktop. This way, you can understand your website's performance across platforms.
Measure your brand versus competitors
You can use surveys to learn more about who are your competitors, and what your current customers think about you in comparison to other brands. This way you can determine your niche and improve your brand accordingly. By spotting the companies who are your strongest competitors, you will be able to unveil the reasons why you lose against other companies. This, in turn, will let you understand what your company needs to revisit or add to stand a chance.
Don't forget to include supplementary, follow-up questions to each closed-ended answer to your survey. This means, that if you ask your first question with several options to choose from, you won’t just end up with a percentage of most common answers, but actually understand the why and how. You can easily achieve this by applying survey logic to your questions. For example, if your clients just responded that you were too expensive and they went with a competing solution, you can easily ask them which solution they chose over you and evaluate your pricing.
Uncover your customer traffic
The foolproof way of evaluating your marketing efforts is by asking your customer for more information about how they found your brand. This way you evaluate your efforts on your email marketing, word of mouth, SEO, and focus on low performing areas to increase attraction to your website. You can use this data to improve low performing areas and understand where your clients are coming from.
We advise you to ask further follow up questions based on where they have found your company, for example, if they have answered via Social Media, you can ask which channel; or if they said via Google Search, you can ask them if they remember what they were looking for. In our templates library, you can find a ready to use "How did you hear about us" survey. You can add this survey and modify it to fit your brand within seconds and start collecting insights in no time.
Tips for best e-commerce surveys 💡
💎 Use micro surveys
Microsurvey is a term used for surveys that contain only a few questions and should take no more than a few minutes to complete. If your survey is long and repetitive, your respondent will likely leave your survey which could halt your research. Remember that each question added to your survey causes about a 10% drop in the completion rate.
🎯 Request the minimum effort from your respondent
Resist the urge to ask too many open-ended questions. Keep in mind that it's especially hard to type long responses on mobile. Therefore while we advise you to have at least one open-ended question for respondents to redact their inquiry, make sure that it's a question that could be answered with a short response.
⌚ Conduct surveys at the perfect timing
If your survey questions are related to experiences of a particular product, or if you want to evaluate specific moments of the customer journey, it is important to make sure that the survey reaches the customer once they have a chance to experience these things.