25 proven questions for customer surveys and touchpoint analyses in e-commerce!

The Customer Experience Management platform QuestionPro supports you Customer survey for online shops in eCommerce with innovative, high-performance technology and touchpoint analysis.

Use regularly Customer surveys in the form of touchpoint analyses to improve customer experiences for your Online Store in e-commerce

Regular customer surveys in the form of touchpoint analyses within your online shop in e-commerce help companies identify customer wishes and needs, tailor the product range optimally to the target group and ensure smooth processes within the online shop. With its Customer Experience Management platform, QuestionPro offers you the opportunity to quickly and easily carry out customer surveys in the form of touchpoint analyses along the customer journey of your online shop in e-commerce, for example using online intercept or check-out surveys.

Stand out from the competition

It is particularly important to increase customer experiences and experiences, especially in areas of e-commerce in which providers hardly differ from each other in terms of things, price, range and quality. Customer surveys via touchpoint analyses are essential in e-commerce if you want to stand out from the competition, because only through regular customer surveys and touchpoint analyses can you find out whether you have done everything to provide positive customer experiences!

Determine the reasons for order cancellations

To improve customer experiences, you need to find out what your customers want. And this is only possible if you survey your customers regularly. For example, find out why your customers abandon an order process. What are the reasons for this? Is a preferred payment method not specified? Do your customers not trust the payment process? Is the process too complicated? Is it too much effort to find certain information? Negative experiences cause customers to leave quickly! And winning back those customers is very difficult when your competition creates positive customer experiences at every level!

Ask the right questions

In order to gain valuable information about customer experiences within your online e-commerce shop, you need to ask your customers the right questions. What are your customers looking for? How are you navigating the shop? Was all information found quickly and without detours? Is the payment process easy and trustworthy? We have put together a battery of questions for you that will give you valuable feedback from your customers during touchpoint analyses.

Examples of proven questions for online shop customer surveys and touchpoint analyses in e-commerce

General questions about the website, your offerings and your online shop

It is very likely that many visitors to your online shop do not want to answer customer surveys. Nevertheless, try to get as much feedback as possible even from visitors who are simply “strolling” through your e-commerce shop. To obtain this important information, you can incentivize your website visitors for their commitment to answering these questions, i.e. reward them, for example by granting a discount for the following purchase or offering vouchers. Also ask questions that are as simple as possible and that can be answered quickly and easily with little effort. The Net Promoter Score is useful here.

1. Would you recommend our website/our online shop to your friends or acquaintances?

2. Have you found everything you were looking for so far?

3. How did you find out about our online shop?

• TV
• TV
• Social Media
• search engine
• Suggestions
• others

4. Who are you buying for?

• for friends
• for relatives
• business
• private etc

5. What were you looking for/what are you looking for?

6. Will you visit our online shop again?

7. How do you like the design of our website/online shop?

8. Do you find our website/online shop easy to navigate?

9. Please rate the following parameters of our website/online store

• Website performance
• Product catalogue
• Product information
• Prices
• Shipping options
• Online help

10. What do you miss on our website (open, free text question)

Questions about product reviews

Many customers make their purchasing decisions based on product reviews that customers have made based on their experiences. See whether your customers are satisfied with the number of reviews per product and also trust these reviews.

11. On a scale of 0-10, how much do you trust product reviews?

12.How helpful do you find the reviews for your purchase decision?

13. On a scale of 0-10, how much does a general product review influence your purchasing decision?

Questions about the range

The breadth and depth of an online e-commerce shop is often crucial to success. Because if your shop visitors search too often in vain for the products they expect from you, then it is very likely that these visitors will avoid your shop in the future!

14. Did you find a sufficient selection of products?

15. Do we offer you sufficient alternatives to all products?

Questions about order cancellations

Ask yourself why customers abandon an order in the middle of the checkout process. If someone has already decided to buy something and then doesn't do it, there are reasons for that. Feel free to ask any open questions here! One of the highest goals of e-commerce is to minimize order cancellations!

16. (Free text) Please tell us why you did not complete the order.

17. Is a payment option you prefer missing? If so, which one is it?

18. Did you have any technical difficulties during the ordering process?

19. Does our payment processing appear trustworthy?

Questions immediately after ordering in the online shop

If an order has been completed, you can also generate valuable customer feedback here.

20. Thank you for your order. Can we do something even better when it comes to the purchase process?

21. Thank you for your trust. Did you feel safe throughout the entire ordering process?

Questions after the goods have been delivered

Of course, you will also receive important customer feedback after the goods have been delivered to your customers, such as whether the delivery date was met and whether the goods meet your customers' expectations.

22. Did you receive the goods within the promised delivery period?

23. How satisfied are you with the goods?

24. Do you think the type and quantity of packaging is appropriate for the goods delivered?

25. Considering all the experiences you have had with our online shop: How satisfied are you with us?

Don't ask everyone everything, but set quotas

Of course, it is unlikely that every single website visitor will be able to answer all of these questions; that would certainly be too much to ask. It can also be really annoying when customers are constantly asked about every interaction. Over-questioning can be a real negative customer experience. Therefore, you simply split the survey up. With the Customer Experience Management platform for conducting customer surveys in e-commerce, you can set quotas as to which questions which groups of people should receive. For example, with online intercept surveys, i.e. surveys that you carry out while your customers visit your website, you can use the meta data provided (e.g. region, returning visitors, length of stay) to make a selection as to which visitors should receive which questions.

And this is how you use the data obtained from customer surveys in the area of ​​e-commerce

Segment the acquired customer data

Use the data to segment your customers into different groups based on demographic and psychographic data. Filter survey results by location, device, custom variables, question type, distribution list, etc. to gain deeper insights into the purchasing behavior of specific customer groups.

Use the data for more targeted customer communication

The data collected from customer surveys can help you refine communications with different customer groups and serve ads more accurately. Based on the data, send your customers offers that actually match their interests. For example, you can up-sell and cross-sell or run more targeted advertising campaigns.

Get to know the customers of your online shop better and create positive customer experiences

Learn more about your customers' interests and the ever-changing consumer market. Times are so dynamic today that you always have to make decisions in real time based on current figures! Find out what visitors like most about your website, which products are most requested, and which areas can be improved. Based on the data obtained, ensure positive customer experiences along the customer journey.

Identify trends

Create trend models based on the data obtained. Find out early on whether demand for a particular product is rising or falling. Analyze whether there are too many complaints about the performance, design, products, sellers, or other aspects of your eCommerce website and track changes and improvements. Look at the details and work to resolve issues to improve the customer journey.

Predict demand for your online store

Apply machine learning and artificial intelligence algorithms to forecast demand. This will help you better plan your inventory so that potential customers don't see an “Out of Stock” message the next time they visit your online store.

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