Business

Cracking the Code: How Brands Can Leverage Shopping Surveys to Drive Sales

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Consumer satisfaction surveys and reviews are a great way to connect with shoppers. They help brands uncover shopping trends and create authentic experiences that increase loyalty and sales. In cryptography, “cracking” a code means discovering a shortcut to deciphering an encrypted message. The same concept applies to online customer experience.

Customer Service

Marketing draws Customers in, but brand loyalty is developed and sustained by providing excellent customer service. The average customer lifetime value (CLV) is higher for companies with excellent customer service, and customers are more likely to recommend a company to others when they have had an outstanding experience. Using a shopping survey tool, brands can keep track of their customer service and improve it where necessary. It can be done through NPS, CES (customer effort score), open-ended questions, and more.

When using surveys, asking contextual questions that let consumers share their experiences is essential. It ensures that the results of a survey are accurate and useful. Additionally, it’s helpful to send a survey soon after shoppers interact with a brand so that the experience is fresh on their minds. For example, if a consumer calls Uber to complain about a driver, the company can use an exit-intent survey to learn more about what happened and fix it.

Customer Satisfaction Surveys

Customer satisfaction surveys are essential to a brand’s business intelligence arsenal. When conducted properly, they can help reduce churn and increase customer lifetime value. But, as the saying goes, you only get out of a survey what you put into it. It’s true when capturing valuable feedback on your products and services. The types of questions that you ask will have a significant impact on the type and quality of data that you receive.

For instance, you should avoid asking closed-ended questions with only one answer choice. They will take up too much of your respondents’ time and may result in skewed data. Additionally, you should limit the number of questions and avoid complex skip logic that could confuse your respondents. Instead, it would help if you used multiple-choice questions that would give you more granular insight into your customers’ perspectives. You can also include open-ended questions to uncover new insights you might not have expected.

UGC Strategy

User-generated content is a powerful marketing tactic during the holidays because it allows everyday, relatable people to rave about products and share meaningful moments from a place of authenticity. UGC can be leveraged across various customer journey stages, from product discovery to conversion to brand loyalty. Typically created on social media, UGC comprises photos, videos, and testimonials. Using social listening tools, brands can identify and curate this content into relevant marketing campaigns. User-generated content (UGC) can improve search engine optimization and website traffic by including keywords pertinent to prospective customers’ queries. UGC can be sourced through open-ended questions in customer satisfaction surveys, as well as from forums and other online communities. By leveraging the right UGC tools, brands can manage and collect this content all in one place. It saves time and resources, as they don’t have to create original content to keep their audience engaged constantly.

Product Reviews

Regarding online purchases, consumers say product reviews have surpassed brand loyalty, free shipping, and even recommendations from family and friends as essential purchase considerations. That’s why e-commerce businesses of all sizes should make collecting and displaying customer product reviews an integral part of their UGC strategy. When shoppers can read about real-world experiences, it adds the transparency they seek in purchasing. And when those experiences are positive, they build trust and credibility for your brand. Shoppers are especially keen on reviewing high-consideration items like electronics (85%), apparel (83%), shoes (75%), home and garden (68%), health and beauty (54%), baby (40%), and groceries (37%). Research shows that shoppers who search for reviews convert at a rate 202.9% higher than average. Make sure to give your customers a reason to share their thoughts by encouraging them through email or in-store incentives.