5 Ways to Collect Online Customer Feedback

Avatar for Wouter Maatman
Online Customer Feedback

There are multiple reasons to collect online customer feedback. First, it will provide a website owner with helpful information. This can help decide what products to sell, what content to add, or identify what changes need to be made to specific product pages. Secondly, it provides an opportunity to elevate the online customer experience by identifying pain points via web analytics. For example, online customer reviews are a fantastic way to collect online customer feedback. Finally, interaction with customers online will help to humanize a brand and a webshop. This post will highlight five ways to get online customer feedback.

Product Reviews

Reviews are crucial in gaining the trust of online shoppers. This is why it is always good to ask existing customers to leave product reviews—for example by sending them an e-mail asking for feedback, because you already have their e-mail addresses. Make sure to allow enough time to try out the product before asking.

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Surveys are one of the simplest ways to obtain online customer feedback. It is recommended to ask for feedback from customers after they have completed a transaction with you. One of the most obvious occasions to ask for feedback is after they leave a review. This is a fantastic opportunity to inquire more feedback about website design, the checkout process, and any other aspect. So, ask any of these questions separately or together as a single customer satisfaction score question. Client satisfaction score (CSAT) is a metric for determining how happy a customer was with a specific experience. For example, this might be a single purchase or an interaction with a customer support agent. CSAT is usually measured on a scale of 1 to 5, with 1 indicating dissatisfaction and 5 indicating tremendous satisfaction.

Social Media

For many small e-commerce businesses, social media is the primary means of communication with potential customers. It is a terrific method to promote products, but it also provides a way to communicate with customers. For example, direct messaging on all social media platforms is an easy solution.

Engagement on social media posts is a good way to get customer feedback. For example, one technique to collect online customer feedback is to use polls on LinkedIn or polls in stories on Instagram. This is very easy and quick to give valuable feedback about a purchase for customers.


Having a live chat on a website brings many benefits. It can influence the sales decision or give valuable feedback, and it is not an expensive feature. There are numerous tools to quickly integrate live chat into a website and collect online customer feedback.

The usage of live chat for customer service purposes is not new. Still, many companies are ignoring the feature or not reaching its full potential. Check out our previous post if you need convincing that live chat is worth your attention.

Web Analytics

Understanding and using web analytics is critical to updating a customer journey. Most e-commerce platforms, such as Shopify, BigCommerce, and WooCommerce, include built-in analytics. But using Google Analytics or any other GDPR proof alternative is key to tracking shoppers. Tracking online shoppers and learning more about your target audience’s customer acquisition, engagement, and demographics is a way to collect online customer feedback.


Avatar for Wouter Maatman

Digital Marketing Manager at Icecat N.V.

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