Benefits of Integrating Survey Data with Ecommerce Analytics

Benefits-of-Integrating-Survey-Data-with-Ecommerce-Analytics.pngThere was a recent study table that caught my attention on a leading furniture e-retailer, and I eventually bought it. A couple of days later, as I was passing by their ‘furniture studio’, I noticed a pop-up alert asking me to rate and review my purchase, so they could understand how to improve their selling experience.

I couldn’t help but wonder at the power of big data, location tagging, survey analytics for ecommerce, and a lot more working in tandem to create a connected experience. This was a pipe dream a few years back. 

Ecommerce businesses are drowning in data, but wise ones are harnessing that data for good use. What if we went beyond the machine-generated data, and got real feedback that no technology system could share?

Statistics show that not all the data is comprehensible by either man or machine, but what if that misunderstanding could be plugged with the help of a simple, but increasingly used tool like a survey?

The combined power of survey insights and e-commerce analytics is the key behind bridging the business-customer gap, and we show you how you should take advantage of it today.

Expanding dialogues with your customer

Businesses should not confine themselves to thinking that keeping the channels of communication open is an indication that customers will engage. The customer is the most important stakeholder in your business journey, so why not bring her onboard and start critical dialogues that matter?

Surveys are a great way to have your ear on the ground, and is not a means just to hear what your customers feel about you, but also get valuable information about new lifestyle interests, trends that competitors are latching onto, or which product category could accelerate your next growth curve. And survey analytics for ecommerce helps you capture the insights to derive insights you never knew about and to craft your next actions.

If we miss talking about how social media has been the biggest proponent of creating global dialogues, you might know the learnings from it. The process begins by asking the right questions. Now you can match insights from e-commerce analytics with survey analytics as well.

For example, you can check drop-offs at the funnel stages of purchase, and notice major customer groups responsible for it. You can also identify dissenting customers in your surveys, and send them custom surveys to inquire the reasons behind their displeasure with your brand.

Realizing the combined power of real feedback & analytical insights

The scenario is definitely improving, but the proposition of including a survey in strategic planning is still far-fetched. Surveys are still considered an afterthought, or something trivial to follow up on a purchase. Feedback is powerful, and some organizations are realizing it the hard way when they choose to ignore suggestions aimed directly at them. What we feel from our analysis, is the power of the comments box in the survey, more than the other multiple choice fields.

Think of it like the ‘Post’ or the ‘Tweet’ field on social media. What would you prefer? Them sharing their grievances through a survey, or through social media which would cause potentially irreversible damage to your brand equity? Survey analytics for ecommerce, combined with ecommerce analytics is the way to capitalize on both user feedback and behavioral data that the system captures.

Have service agents who can sift through individual feedback and tag them, in parallel to agents who are tagging insights derived from the takeaways that various analytics are serving up from your business operations. However, according to Nielsen, keep your survey messaging and interface simple because just 16% of web users go beyond scanning for keywords and understanding sophisticated messaging.

Correlating Results From Segmented Surveying & Analyzing

Integrating surveys into your web portfolio is not a costly proposition. Experts have talked about how small and medium businesses are not just using template surveys as a plugin, but are going beyond to customize it to their audience cadence.

For example, a shoe retailer can now target businessmen or party goers with specific forms and customized queries specific to that footwear category. And segmentation is no stranger to e-commerce analytics.

Category performance, product performance, and yes, even variant performance can all be tracked separately, including the customer demographics interacting with that product. The same case is with survey analytics for ecommerce. Think about it. It allows you to get even more accurate, since after or before a purchase, the customer interested in particular categories can talk about their happy moments, but also their concerns that are interfering with a seamless experience.

Comparing both the results, and matching the feedback can be enough ammunition to translate them into modifications that can eventually improve the experience of larger audience sets that will visit.

Survey analytics for ecommerce helps you hone your interaction strategies, like having a pop-up at the bottom right of your website. This is opposed to interrupting the reason why customers came to your website, by layering the feedback call to action banner that pops all over the screen.

Building Future Strategies From Social Listening

It’s time we amplify the connected era we are in. Customer surveys shouldn’t be considered an intermittent phenomenon that is dispensable. If businesses elevate their thinking and commit to their survey analytics similar to being another social channel, tying it to their FAQs or community sections and crowdsource responses or have dedicated survey experts that can respond to customer queries, the wheels of business and sales growth would have been set in motion.

Common questions from the Net Promoter Score category from survey analytics are great ways to identify pain points, but also get a sense of the positioning customers perceive of your business in the market. We like to see your business in a fluid, readily adaptable niche because you have got to find the space in your market, or open spaces that never existed before. This will happen if you have the culture to embrace social listening and adopt facilitative resources and tools like survey analytics for ecommerce to keep moving ahead.

In e-commerce, where better to look to, than Amazon or Jet that leverage the power of customized surveys to improve one sector or vertical at a time, and build an empire through incremental change? Today, Amazon is using that collaborative and synergic culture across its new verticals outside of e-commerce.

Ignite Feedback says 90% of consumers are still wary of feedback forms that are not user-friendly, lengthy, or irrelevant. There is limited leeway for you to falter on your communication strategies, albeit the path to begin is not easy.

In this age of predictive analytics and machine learning, you must begin small but advance to incorporate this new age tech in your mix of analytics for e-commerce. That’s because the central technology architecture that combines various data sources from IoT or smart speakers, web and affiliate analytics tracking, to survey analytics for ecommerce will all have to work in harmony, and not in silos.

Pixelter talks about practices to get actionable customer insights, while cautioning against inevitable biases or preconceived notions when getting into this effort. Analytics for e-commerce will be an important constituent of your e-commerce strategy, as you set a system in place for continuous feedback and constant change as your business moves in this rapidly evolving market.

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