How and Why to Capture E-Commerce Customer Feedback

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Every customer has an opinion about the products they purchase, but do you have systems set up to hear it? Customer feedback is one of the most important tools for online shops, especially in the e-commerce space. By listening to customer feedback, reviews, suggestions, and requests, you can streamline your marketing with informed agility.

Let’s start with the most obvious marketing tool – positive reviews:

Positive Feedback

Broadly compiled survey data and found that 84% of people trust online reviews as much as recommendations from colleagues and friends! Positive reviews are the perfect opportunity to highlight advantages over competitors, and it’s also an easy way to increase credibility as a new online shop. The Spiegel Research Center found that sales increase 270%, on average, with five reviews compared to none.

Social Marketing & SEO

By collecting, sharing, and promoting positive feedback, satisfied customers can do a lot of social marketing for you. Plus, every positive post from customers helps to lift your SEO position and reinforce the keyword strategy. According to, every linked review provides additional content for Google to crawl, and high-quality links are even more valuable if they provide a high click-through rate (CTR).


Whether you follow the Net Promoter Score (NPS) survey model or a similar method, thrilled customers who rank as ‘9s or 10s’ on the scale can be leveraged into superfans. Many loyal customers are willing to talk about your products or recommend your online shop without being asked or rewarded for doing so. That’s how much they love your brand!

Predicted Lifetime Value

Building loyalty is incredibly important for online shops, especially in the e-commerce sphere where there is so much competition and easy access to other options. BigCommerce found that 43% of US customers increase spending on the brands that they are most loyal to. So, in addition to spending less on customer acquisition, positive feedback can help you identify the most loyal customers with higher predicted lifetime values.

Mixed Feedback

Did your customer like the product but think it was overpriced? Maybe your shopping experience was seamless, but the packaging or instructions didn’t live up to expectations. Mixed feedback is the most difficult to capture, but it’s absolutely essential. Relying strictly on star ratings or thumbs up metrics won’t give you the whole picture.

Cross-Catalog Feedback

Traffic, page engagement, abandoned carts, sales, and other metrics can help you gauge the popularity of different products, but so can your customers. Repeat customers are typically loyal, curious shoppers, but one underperforming product can lead to mixed emotions about the brand as a whole. Shoppers that purchase multiple products from your catalog can provide unique, valuable insight. Use their feedback to adapt and improve your entire brand offering or product line.

Layered Sentimental Analysis

New e-commerce shops with a small volume of feedback may be able to read, sort, and identify mixed emotions by hand, but it will require a substantial time investment. Look for a survey tool with automated sentimental analysis that can automatically recognize emotion markers, tag influencing factors, and sort problems by priority.

Negative Feedback

The opposite side of the spectrum is just as important. Customer feedback isn’t always positive, but it’s something that you need to hear. As an online shop owner or product developer, it’s nearly impossible to stay objective. If customers are already willing to share their negative opinion or speak about a problematic experience, this is your chance to gather valuable insight and address the problem.

Keep Negativity Private

How do you capture this feedback privately so that negative experiences won’t dissuade potential buyers? Start your customer feedback journey with a split: encourage happy customers to leave public reviews and provide a private method for dissatisfied customers to submit complaints or support tickets.

Sign of a Deeper Problem

A 2016 customer experience survey found that, on average, there are 26 other unhappy customers for every one person that complains! Customer-centric companies should facilitate friendly, direct opportunities for everyone to leave feedback, and it should be accepted with a growth mindset that is devoted to solving problems.

Opportunity for Correction

Many online shop owners worry that by encouraging negative feedback, they will create more problems. Yes – there is often an added cost to correct and resolve complaints, but what if you saw it as an opportunity?

Silent, dissatisfied clients will leave and never purchase again; you’ll never know why. By reaching out to collect honest feedback, you can take steps to prevent the problem from happening again. Plus, you have the opportunity to demonstrate concern and change their mind with customer-centric support. This interaction has a huge impact on future sales; Zendesk found that 97% of shoppers make buying decisions based on the quality of customer service.

Conversational survey software has improved dramatically in recent years, and some estimates suggest that adaptive survey templates can boost engagement by up to 40% compared to traditional models. No matter how you choose to capture feedback or structure your survey forms, remember to focus on all opinions (the good, bad, and ugly!) as a tool to build your e-commerce business.

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