4 Tips to Collect User Feedback to Improve Your Retail’s Website

Do you collect user feedback about your website?  If so, how are you using it to improve your retail’s website and get more sales?  Reaching out to your users for feedback is one of the best ways to improve your website.

Everyone benefits from hearing what the users have to say – designers, marketers, and even engineers.  Having access to this direct-level of feedback is very valuable.  Often, this will go a step further than the information collected through website analytics.  These help you understand what’s happening on your site, but to understand why a user would buy from you, it’s better to hear that feedback directly from them.

Here are the four tips to collect user feedback to improve your website and gain more sales.

Tip 1: Build an Email Campaign

The email addresses your retail stores have collected during the checkout process or from an online promotional offering is a great way to communicate directly with your users.

Using a 3rd party tool like Mailchimp makes it easy to schedule and send multiple emails over a specific time period – in this case, over three weeks.  This email campaign will send the survey during week one and then follow up reminders to those that didn’t click the link for the survey.  Sending survey reminders every 3 to 7 days is found to boost survey responses by 14%.

For week one, you will send an email asking for user feedback.  Plenty of online surveys are available to capture this feedback.  Many retailers offer an online coupon, like 10% off, to incentive the user.  For week two, email a reminder to those that didn’t click on the email.  Send a final reminder the third week.  For best results, retailers send this survey immediately after a purchase is made.

Tip 2: Use Open Text Boxes 

Many retailers use a ranking system from 0 to 10 when asking questions.  This quantitative observation will provide support to the general conclusions gained from your research.  

Our high impact eLearning course, “Managing Net Promoter Score” shows one of the most valuable quantitative questions for customer loyalty – “How likely is it that you would recommend us to your friend or colleague?”

To uncover the qualitative observation, use open text boxes with questions that can reveal the details derived from these numbers.  

Design questions around the user’s impressions, opinions, and views.  For instance: 

  • If you could change one thing, what would it be?
  • How could we improve your experience?
  • Why did you chose to buy from us rather than the competitors?

Tip 3: Set a Goal for your Retail’s Website

Know your goals before sending the survey.  This is different for every organization.  Below is a suggestion from our “Digital Sales Strategy” high impact eLearning course.

  • 30% open rate (how many users open the email)
  • 4% click through (how many users click the survey link within the email)
  • 50% complete (how many users complete the survey)

For instance, If you emailed 5000 users.  The goal would be 1500 open the email, 200 click the survey link, and 100 complete the survey.

Tip 4: Know Your Stakeholders

The survey is not over until action is taken on the data.  This action requires knowing which internal stakeholders are responsible.  For instance, if users don’t like the checkout process, who will be responsible for finding a better solution?

Identifying internal stakeholders that can take action on the survey results will give the survey value.  These stakeholders should be involved in brainstorming the survey, testing the survey, and taking action based on the feedback. 

To improve your retail’s website, don’t forget to listen to your users.  It starts with collecting feedback.  But it doesn’t stop there.  The true result of survey, is the actions taken based on the user’s feedback.  Understanding what they want will bring a higher level of satisfaction with your products and services.  



Alan Faulk
Author: Alan Faulk
Alan Faulk is the Head of our Sales Academy. His background in Sales led him to become the National Leadership & Performance Coach for an international sales team and later run two businesses as a Vice President. His main goal is to help guide people towards action. He currently lives in Tulsa, Oklahoma with his wife, Katie, and his two boys, Jayden and Tristan.

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