Surveying Clients: A (Browser) Window to Your Customers Thoughts

Rachel Bennett | September 16, 2016 Comments
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Why Survey Your Customers?

In today’s world, with the advanced marketing capabilities of multiple platforms, our customers expect a lot from the sites they visit and stay loyal to.  

So, ask yourself, do you understand your customers? Do you really know what your site visitors are looking for from you? Do you know what frustrates them about your site or what prevents them from completing a call to action? And what do they appreciate about what your site already does?

From how often you send email blasts to site speed and navigation, numerous issues could be standing in your way of improved conversion rates – all clear in the eyes of your customers, but unbeknown to you.

The simplest way to find out what your customers are thinking? Ask them.

Client /customer surveys are among the easiest of ways to find out what your site visitors are thinking, and are often hugely undervalued. In this blog post we’ll suggest some of the best ways to survey your customers and offer tips on how to procure the most valuable information from them.


Two Ways to Present Your Survey

1. Email survey

Sending surveys to customers via email is a very popular method of collecting feedback. Often the email will contain a link to an online survey by a free service such as Survey Monkey, so the process can be both cost effective and insightful.


2. Exit survey

Exit surveys often appear on sites in pop-up boxes, after a customer has made a purchase or attempts to leave the site. This captures the site visitor at a moment when they are already interacting with your brand. Our partners Hotjar, eAccountable and Qualaroo offer excellent exit surveys that can be added to your site by Americaneagle.com.


Top Tips

1. When looking at your survey responses, focus on customer comments as much as statistical ratings – it’s always uplifting to receive a 5-star review, but the verbiage that accompanies reviews, for better or worse, will give you a valuable insight into your customer’s thoughts and what steps you can take to maintain satisfaction or ensure improvement.

2.  When creating your customer survey, ask yourself- what am I trying to find out? Think carefully about what decisions you intend to make based on the results of this survey, and what course you want the conversation to take – as the question-asker, you have the opportunity to take the lead and drive the direction. 

3. Always share customer comments, feedback and statistical results with your wider staff; praise can be uplifting and motivating to a hardworking team, while genuine suggestions and struggles will provide insight into how to improve.

For further advice and assistance, don’t hesitate to get in touch!

 

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