Customer Journey Optimisation

How to Collect Customer Feedback on Your Website

 March 12, 2020

By  Will

Gathering and acting upon customer feedback is at the very core of building a customer-centred business (and increasing your conversion rates). But if you’re counting on people simply going out of their way to share their thoughts with you, you won’t get far (unless they had a horrendous shopping experience). Actively encouraging customer feedback is on YOU.

A good place to ask for customer feedback is on your website. What you’ve got to keep in mind is that people have extremely short attention spans; asking questions such as “what could we have done better today” hours after they’ve visited your site probably won’t provide any clarity whatsoever because users won’t remember much from their visit.

But, gathering customer feedback is an art. Not only do you have to convince people to give up a few minutes of their lives with no apparent benefit to them but ask the wrong type of questions and you’ll end up with a tonne of useless data.

So, what are the most effective strategies for asking for customer feedback on your website?

1. Live Chat

Harris Research found that 53% of customers would prefer to use online chat before calling a company for support. Do you know why? A Live Chat box is convenient. It means they don’t have to wait X amount of time for a reply to their email or make any phone calls.

On top of that, live chat function helps you make more sales – in one survey, 38% of customers made a purchase because they were able to chat with someone.

Ideally, you want to install the live chat on your landing page, your pricing page and your checkout page, so you can answer questions and reduce the chance of a user abandoning their cart.

2. Pop-up surveys

While customer surveys ask questions from people who bought something from your site (your current or past customers), on-page web surveys ask questions from people while they’re on your site (could be a variety of different segments).

When users navigate through your site, a quick, short message pops up asking them to rate their experience – just like the example below:

3. On-page surveys

They work very similarly to pop up surveys but they’re less intrusive. On-page surveys encourage visitors to share feedback about a particular page or feature.

4. Purchase confirmation pages (and emails)

Your order confirmation page is the perfect place to ask shoppers for feedback about their experience. And, according to Chamaileon, up to 70% of customers open order confirmation emails – why not use it to your advantage?

5. Feedback Side Button

Another easy way to gather feedback – discreet, omnipresent and fully customisable. Use “Feedback,” “Talk to Us,” or something similar for your button text. When visitors click the button, they’ll see your feedback survey.

6. Offer an incentive

People are far more likely to share feedback after a negative shopping experience. A good way to encourage sharing positive user experience is to offer something in exchange, like a discount code or free samples. A lot of companies do this in the form of a competition, which reduces the cost to them (as they’re not giving every single customer a code), makes it look less like they’re bribing people for 5* reviews, but also probably reduces the amount of feedback they receive.

The bottom line:

Asking for customer feedback is not that difficult, but you have to ask for it at the right place and time. One thing for sure, you don’t want to be overwhelming your visitors with constant feedback requests – there’s a very fine line between encouraging users to share their thoughts with you and being annoying. To avoid falling for the latter, develop a habit of A/B testing every single change you implement on your website.

How do you gather customer feedback on your website?


Will is a Customer Journey Marketing consultant, specialising in CRO, CRM and Customer Experience. Will has over 7 years experience working across a range of consumer facing businesses and has worked for huge brands such as MyVoucherCodes, Europcar, JackpotJoy, Virgin Games and Virgin Bet.


Leave a Reply

Your email address will not be published. Required fields are marked

{"email":"Email address invalid","url":"Website address invalid","required":"Required field missing"}

Keep up to date with the latest episodes and news