65% of customers are searching for greater experiences when they purchase things online. Because of this, it’s your job as an online business owner to find out exactly what people want more of from you.
The good news is, getting your company out of a sales rut and making improvements can be as easy as surveying existing customers. After all, increasing customer retention rates by just 5% can boost your company’s profits by as much as 25-75%.
That said, you may not know where to start when it comes to getting feedback from your regulars. That’s why today we’re going to show you how to conduct customer surveys to jumpstart your business.
How to Conduct Customer Surveys
The great thing about conducting customer surveys to get yourself out of a sales rut is that the internet offers people the option of being anonymous.
This way, they can tell you what they really think about your business, customer support, products, or services. It also gives people an opportunity to share ideas and opinions that can help you grow your business.
When it comes to launching an online survey on your website, it’s best to follow a simple checklist to make sure you don’t miss anything. Let’s take a look.
1. Set Expectations
Before your create a survey for your customers to take, it’s important to determine what your expected outcome will be. For example, do you want feedback on your eCommerce shop’s products or services? Do you want to see how well your support team is doing? Do you need content or new product ideas?
Knowing the answers to these questions will guide you when it comes time to create your survey questions.
2. Create a List of Questions
You can ask many different kinds of questions on your customer survey. And, while there is no right or wrong approach, it’s a good idea to familiarize with the different types before you set out to create your list.
- Likert Scale: find out the true opinions people have about your company’s products, services, or experiences. These questions are set up as rating scales and measure how people feel about something. For example, you might ask “How satisfied are you with our customer service team?” and have answers ranging from very satisfied to very unsatisfied, and everything in between.
- Net Promoter Score: a Net Promoter Score (NPS) measures how likely people are to recommend your business to others. Much like a Likert Scale, you ask one single question and give people an answer range, usually from 0-10. Once all the responses have been calculated, you get a Net Promoter Score ranging from -100 to 100. The higher the score, the better.
- Multiple Choice: giving people a variety of answers to choose from is great when you’re looking to see what people want more of from you. For instance, you might ask people what color they’d like to see more of in Product X and list colors that aren’t currently available.
- Unstructured: unstructured questions are open-ended and give people a chance to expand on some of their ideas or feelings about your brand. Though these questions can bring in a lot of data, it can be difficult to sift through if you get a ton of responses.
- Ratings: this simple question asks people to give star ratings to a product, service, or experience. These answers are perfect for adding social proof to your site to boost sales.
Make sure to think about your expectations as you create your survey questions. Your goal should be to ask the right questions so you can make improvements and generate more sales.
It’s not just about finding out whether people like your brand or not; it’s about finding out how you can secure more sales.
You can use any number of tools to create customer surveys for your website. Here are some of the best free and premium options:
3. Invite People to Take the Survey
After you’ve created your survey using the tool of your choice, it’s time to invite people to take it. After all, the more responses you can gather, the more accurate the results will be.
Here are some ways you can ask people to take your customer survey:
- Create a dedicated survey webpage
- Send a link in an email campaign to recent buyers
- Post your survey on social media
- Send SMS messages to subscribers
- Design a banner on your site inviting people to click
The takeaway here is that you want to cast a wide net and target your customers on multiple channels so you can collect a lot of responses from a diverse group of people within your target audience.
4. Gather Responses
The way you gather your responses will depend on the type of tool you use to conduct your survey. For example, some survey tools automatically collect responses in the dashboard of your website.
Here are some features to look for in your online survey tool to make data management easier and more accurate:
- Automatic data collection
- Export functionality
- Visual representations of data (graphs, pie charts, etc.)
- Filtering of responses according to specific criteria
5. Evaluate the Data
Gathering your customer survey responses is only part of the equation. The most important part is evaluating the data so you can make data-driven decisions and grow your business.
To evaluate your customer survey responses effectively, follow these simple steps:
- Look at Top Questions: these are going to be your business’ hardest-hitting questions and the ones most likely to have the largest impact on your success. Consider the responses and be prepared to implement those changes first if you want to bump up sales and give your customers what they want.
- Filter Results: remember the expectations you set at the beginning of the customer survey process? Now’s the time to filter survey results based on those expectations. For example, are you collecting feedback on particular products in your WooCommerce shop? If so, filter your results by product so you can easily analyze all the responses and start planning what you’re going to do with the answers your loyal customers provided.
- Benchmark Data: if your goal is to grow your business over time, using survey results provides you the perfect opportunity to begin benchmarking data to use in the future for measuring long-term success and growth. Consider running a similar survey in the future and using the data you’ve collected now as a comparison.
- Crunch the Numbers: it’s risky to take all your survey data at face value and use it to make changes within your company. After all, there are always going to be super loyal customers and those that find fault with everything in their lives. It’s important you measure the accuracy of your results before you make an life-altering changes. For instance, if you’re analyzing the satisfaction of a women’s product, but 90% of the survey takers were men, you’d have to take those results with a grain of salt.
In the end, it’s all about being able to look at the survey results and see the story they tell to make your business grow.
And there you have it! You now know how to use customer surveys to jumpstart business if you find yourself in a sales rut. Of course, there’s a lot more to running a successful online business than gathering survey answers from your loyal customers. And that’s why we’re here to help, and we’re only a short meeting away.
At Scale Dynamix, we can help you grow your WordPress site, no matter the type, so that it performs optimally for all site visitors both old and new. With things like automatic scaling, intelligent caching, automatic backups, and enterprise security, you can trust your site visitors will always be satisfied with the speed and performance of your website. This leaves you with more room to give them what they want when it comes to products, services, and customer support, so the next time you run a customer survey, your results are nothing short of amazing.