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Sometimes it can
feel as though you're alone in the online business
world, just trying to guess at what will make your
customers happy. It would be so much easier if customers
would simply tell you what they want and what they don't
want from your business - wouldn't it? This is why
you're seeing more Feedback options on websites than
ever before. But the trick is to encourage your
customers to actually utilize this option for themselves
and for your benefit. Here are five ways to encourage
customers to give you the feedback you need.
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Make it Quick
When your customers are asked to provide feedback, you
shouldn't necessarily give them a list of hundreds of
questions. While this might seem helpful to you, if a
customer has to spend more than five minutes on a
feedback form, chances are high that they will either
lie or they simply won't fill it out at all. Try to
limit your questions to about five to ten questions with
short or multiple choice answers. You can always rotate
your questions out when you have enough answers and then
find out the answers to new questions that come up.
Make it Easy
Feedback forms which are easy to find and easy to use
are the ones that will get used more often. Place your
feedback form somewhere along the checkout process when
people might be waiting for things to happen – the form
will pass the time. Or you might want to create a link
in the receipt email that you send to them at the end of
a transaction. You might also send out a short email
after the transaction is over to see what their feedback
might be.
Make It Worthwhile
Of course, some people will want to have something in
return for their opinions. If this seems to be the case,
you may want to offer a discount on their next order or
perhaps create a sort of contest in which one of the
names is drawn each day for a prize. If you find that
your customers aren't answering your questions, it may
just be a matter of giving them something in return for
their time – and it doesn't have to be something
substantial either.
Make it Fun
Feedback forms that are fun to use are the ones that
will get used more often. Simple multiple choice surveys
are bright and colorful and you can see the results of
others surveys as well, if they are set up in a certain
way. Perhaps when they click on a certain answer, they
will see a picture or they might get a response for
their opinion. Try to create a feedback form that is
interactive to help engage them and make the time they
spend pass quickly.
Make it Confidential
Very often, customers are nervous to give feedback for
fear they will be identified with a negative response.
Make sure that you are not asking for any identifying
information, if you can, to show that you simply want
feedback and aren't going to penalize anyone for
something that went wrong during a transaction. Of
course, this is harder to do when you have a feedback
form during the checkout process, so you might want to
leave the feedback as a separate transaction.
The value of feedback is difficult to measure. Feedback
can help you find a new direction for your business or
to choose a new product to sell. On the other hand, you
might find out about problems that need to be addressed
immediately. In any case, make sure that you are reading
the answers and responding to them.
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