For a long time, a feedback form has been the most acceptable way of communication between the owner of the resource and the user. There are many reasons for this. In addition to the convenience of the user, it also saves time. This is because a person who wants to ask a question does not need to spend precious minutes launching an email client to send a message.

However, with the proper use of online feedback forms, you can significantly increase the website conversion. Clients already have answers to the most complex business issues. What innovations to introduce? Do clients need new products? What do they expect from the company? All these questions are crucial for your business.



5 Reasons to Collect Customers’ Opinions

If you are still not sure if it is worth collecting opinions from your clients, here are five reasons in favor of doing that:

  1. It increases customer lifetime value: studies show that when a client is asked for their opinion — the likelihood of new purchases dramatically increases;
  2. You may be able to improve your product: client reviews provide the clearest understanding of what works well and what needs to be improved;
  3.  It helps to make the right decisions;
  4.  It helps to keep track of customer satisfaction;
  5.  Reviews help to increase the interest and trustworthiness of the brand.


What to Ask: Examples of Questions

First of all, don’t annoy your clients with long forms — 1-3 questions are usually enough. Before collecting answers, set concrete goals — why  you are doing this:

  • to improve the quality of service;
  • to make sure that the employees work correctly;
  • to improve delivery conditions;
  • to increase sales, etc.

Then, you can ask them five types of questions:

  1. About the company (How did you hear about us?);
  2. About the product (Has our product met your expectations?);
  3. What to improve (What would you change in our product/service?);
  4. About the service (Have our employees answered your questions?);
  5. About the rivals (What product/service did you use before?).

Relevant Examples

Today, many successful brands collect feedback from their clients. For instance, Airbnb asks for customers’ opinion after checking out. The company collects answers about the conditions, cleanliness, location, price, and registration.

Uber has two types of users — drivers and passengers, and the company collects opinions and reviews from both of them. After each trip, the driver evaluates the passenger and vice versa. This rating affects the reputation of drivers and passengers. For example, if a passenger has a low rating, the driver may refuse the order and vice versa.

Feedback collection should occur constantly. Are you going to release a new product? Ask customers before, during, and after the launch. It is convenient to store the collected data in Google spreadsheets or Excel files. Analyze the collected data and don’t be afraid to reveal the problems of the company and solve them. Good luck!