Running an eCommerce business requires a lot of work and amazing insight for many things. But most importantly of all, it requires customer insight. If you don’t know and understand the people who are buying your products, you’ll never be able to sell them.
There will be 2.14 billion global digital buyers in 2021, which means there will be a lot of valuable insight you can collect. And it’s not enough to know what kind of information you need to collect; you also need to know the proper ways to do that.
Gather customer feedback
You can gather customer insight in multiple ways, but the easiest and arguably most efficient way is to ask customers what they think. Then, through questionnaires and surveys, you can get invaluable insight and takeaways which you can use to improve your business and products.
The only possible downside to this method is that sometimes customers are unwilling to give their honest opinions and don’t get the full picture of their opinions.
That’s why you need to find a way to gather feedback where your customers will feel more comfortable sharing their opinion.
One of those ways is remote user testing, through which you won’t just send out questionnaires and surveys. Instead, you will talk to your customers via video chat. This isn’t only a faster and more efficient way to collect data, but it also allows you to make a human connection with your customer base.
Measure Customer Sentiment
As you already know, feedback is precious, but it loses all of its importance if you don’t understand the meaning of that feedback. That’s why feedback and sentiment need to go hand in hand.
Customer sentiment is a term used to describe customers’ emotions and feelings about a business or brand. If you understand this sentiment, you will be able to provide a positive customer experience. Sentiment can be positive or negative, but either way, it’s useful.
You can gather sentiment via feedback, star ratings, likes, and comments on social media platforms, reviews, and more. The most common way of measuring sentiment is sending out surveys with questions such as “Would you recommend our products/business” directly.
When you measure sentiment, you need to pay attention to two scores:
- Customer Satisfaction Score (CSAT). This score is a scale measure that goes from 0-10, and it gauges how receptive a customer is to anything elsewhere their response matters. This can, for instance, includes the effectiveness of your service, the quality of the products, or a marketing campaign.
- Net Promoter Score (NPS). This score measures how likely a customer is to recommend your business to someone else, and it’s a back-end measure of customer loyalty. When you measure NPS, you can see your promoters, the detractors, and which customers are just passive.
Measure Customer Behavioral Data
Data is all around us, and companies use data to understand their customers more than anything else. For years, companies have used third-party data to gather insight, but due to recent privacy laws, third-party data is decreasing, and 82% of marketers plan to increase their use of first-party data.
First-party data can be just as valuable if you know what to focus on. Behavioral data is one of them, and you can collect it by studying what customers do on your website and how they interact with it.
For instance, you can look at how long customers stay on product pages, which pages on your website get the most hits, and how they interact with each piece of content. And if you use analytics platforms to understand what this data means, you can make big improvements to your website.
Perform Real-time User Testing
As an eCommerce store, you offer an online-based experience, and many elements on your website probably went through multiple changes. These elements influence customer experience, and you want to make sure you choose the perfect ones.
For that, you need to know the design principles for creating a great website, perform A/B testing on different elements, and how your user base interacts with them in real-time. You can test out navigation, color schemes, button placement, and copy, to name a few. When you see what the majority likes, you’ll know the best choice.
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