Shopify · 12 October 2020

Everything You Need to Know About Getting Customer Feedback for Your Shopify Store

Trust us, customer feedback on your Shopify store is not the same as product reviews and ratings. You need to read this! 



Think about the last time you decided to make a purchase online. No matter what you were looking for, you had at least ten brands to choose from. That’s how spoilt today’s consumers are for choice and that’s where the importance of customer feedback for Shopify stores comes in.

The way to a customer’s heart is not offering an endless number of products on your Shopify store. It definitely isn’t just about discounts and deals. It takes offering a customer experience that leaves them with an ‘aha’ moment and that only happens when you know what they’re expecting or how they currently feel about your brand.

In this article, we’re introducing your Shopify store to customer feedback. Something that goes beyond the reviews and ratings we’ve all been used to, to give you a deeper insight into how you can actually improve your Shopify store to build a loyal customer base.

What is customer feedback for Shopify stores?

Customer feedback is information provided by your customers about their experience with your product or service. This includes the experience on your Shopify store, with your customer support as well as the quality of your products.

This feedback is usually collected by polling and surveying customers, from emails received from customers, or even via customer supports. There are different ways to measure customer satisfaction.

Think of it as a digitized feedback form of how you get asked about the food you ordered at a restaurant on your way out by the head chef.

Get the smartest customer feedback app for your Shopify store today

How is customer feedback different from product reviews, ratings and testimonials?

Customer feedback helps you understand the weak points in your Shopify store, what went wrong, and where you can improve. This includes how customers rate their onsite experience, from finding a product to speaking to customer support to purchase, time taken to deliver, and product quality. This is unlike a review left on your product page which serves to help other customers understand that specific product better.

Feedback from your customer is like a report card on their buying experience. As a merchant, you can use this feedback to improve the experience on your Shopify store and fix any issues that customers faced.

Unlike reviews, customer feedback is not shared with other customers on your Shopify store. Instead, it’s kept between the customer and the brand.

Let’s take, for instance, a customer who landed on your Shopify store through a promotion they saw in your marketing email. One product in your catalog catches their eye and they begin purchasing the item.

While checking out, they notice that their preferred payment method is not available and that your store takes time to process payment. This would be feedback that the customer would relay back to you to help you improve your Shopify store.

Here’s an example:

customer feedback shopify

Once the shopper receives the item, they would leave a review of the product. This review is viewed by other customers to learn about the product and get an honest opinion about it before they consider purchasing it.

Here’s an example of a product review:

example of product review

So here’s an overview of the difference between customer feedback and product reviews/ ratings:

reviews vs ratings vs feedback on shopify

Get early access to Qrite and set up a feedback system that helps you improve your Shopify store. Be one of the first Shopify stores to sign up and get 25% off lifetime on all Qrite plans.

Why is customer feedback important for your Shopify store?

“When customers share their story, they’re not just sharing pain points. They’re actually teaching you how to make your product, service, and business better.”

96% of shoppers say customer service plays a role in their choice to be loyal to a brand. Contrary to popular beliefs, great customer service focuses on not just helping the customer make their purchase but it also prioritizes post-purchase feedback.

52% of people around the globe believe that companies need to take action on feedback given by their customers.

Brands that take note of a customer’s complaints and needs and make proactive changes to accommodate their customer’s (valid) needs will surely see a pay-off, bringing back past customers quickly and building a better rapport with them. In fact, 77% of consumers view a brand favourably if they proactively invite and accept customer feedback.

For every complaint you ignore, you are bound to lose 26 customers. As a customer-centric business, complaints should be of utmost priority. By responding to customer issues and resolving them quickly, you’ll see higher customer satisfaction and better retention rates.

Collecting feedback is easy with Qrite. Our smart customer feedback system helps you collect feedback and tap into these insights to make changes on your Shopify store easily. Get started with Qrite now!

How can customer feedback help your Shopify store grow?

By collecting and using customer feedback to make improvements on your Shopify store, you can show customers that you care. You can win their trust and make them want to choose you. Due to this, customers will continuously choose you over your competitors, helping you boost loyalty and bring in repeat purchases.

One of the biggest issues that many stores have is bringing back past customers. Having prioritized your customers and their needs, you’ll see lower return rates and higher conversions, decreasing your customer acquisition costs drastically and increasing your repeat customer rate without having to set up large ad budgets. In fact, your past customers would even refer your brand to others.

Customer feedback often highlights problems and pain points on your Shopify store. So, by listening to this feedback, you can find issues with your on-site experience, ensure new shoppers have a positive experience on your Shopify store and remove any friction when shopping on your store.

increase sales with customer feedback shopify

Here are a few more statistics to convince you how important customer feedback is for your Shopify store growth:

  • Every point you increase on the respondent score, your conversion rate goes up by 3.9%
  • Promoters have the highest conversion rates
  • RTO% and cancellations go down as customer feedback improves
  • Promoter scores saw a 6% reduction in order cancellation rates compared to detractors
  • Knowing your best-experience delivering products helps with better inventory management and range planning
  • The relationship between a brand and a consumer has a positive impact on conversions

Boost customer loyalty and increase repeat purchases by prioritizing customer feedback. Tap into customer feedback by getting early access to Qrite now!

Channels you can use to collect customer feedback for your Shopify store

1. At the point of sale – POS (in-store)

If you have a brick and mortar store, the very first place you should implement customer feedback is at POS (point of sale). This is right when your customer walks up to your billing counter to complete the purchase. Displaying a QR code that can be easily scanned will make it easier for the shopper to share customer feedback while you’re making the bill.

From our experience so far, this easy way of submitting feedback increased feedback by 37% at POS.

POS shopify customer feedback

2. On the thank you page (online)

Just as a shopper completes the purchase, present an NPS module to get them to share how they felt about the purchase.

Or you could use this space to include a quick feedback survey form, asking either about the product range they made a purchase from or the overall experience of shopping at your store.  Including a simple NPS module that nudges the shopper to share their experience so far, will get you at least 13% more conversions.

Alternatively, you can also include a quick feedback form on the thank you page to get customers to share more.

Remember, in both scenarios, it’s important to let them know it’s optional. But write your copy in such a way that they feel the need to share feedback.

3. Through the delivered package (offline)

Most of your customers receive their packages in-hand and scan through the bill or receipt attached to it or handed over to them. This is the right time to nudge them to share customer feedback for your Shopify store.

Offer them a scannable QR code so that they can be done sharing feedback by the time they sit down to open the package too!

PS. Since order delivery is the one moment we all look forward to, you’re more likely to get positive feedback from your customers.

customer feedback shopify

4. On email (online)

You’ve probably automated your order status emails. Now it’s time to do more with these emails than just share order details.

For example, add a customer feedback module in your order confirmation email. Here you can ask for feedback around your product ranges or the specific product the customer bought.

Similarly, on order delivery, you can ask for feedback on the delivery experience.

And if you want to take it a notch higher, include either a customer feedback form or an NPS module in your follow-up email post-delivery.

5. On Facebook Messenger (online)

A lot of Shopify stores are now using Facebook Messenger to proactively communicate with their customers. Be it order status updates, recommending your products or simply recovering abandoned carts.

Now you can also use this channel to collect customer feedback. Either share a link to the feedback page on your Shopify store, bring them back to their order tracking page that has an NPS module or automate a chat that simply walks the customer through a few questions that gets you an insight into how they feel about the purchase.

6. On SMS/ text (offline)

Similar to email marketing, another channel that can get you up, close and personal to the customer, is SMS.

Use your order status SMS campaigns, to also send across a link that brings the shopper back to the order tracking page. You can then request for customer feedback there.

Or you could set up an automation wherein you can ask the customer to respond with a number from 0-9 to capture feedback. Based on their response, you can also tailor their journey forward to improve how they feel about your Shopify store.

7. Via web push notifications (online)

You can use web push notifications as well to capture customer feedback. Here, you can time and automate your push messages requesting feedback at different instances of the purchase – order confirmation, order in-transit, order out of delivery and order delivered.

Or you can get Qrite and activate each of the channels to capture as much customer feedback as possible!

Here’s how Qrite for customer feedback on Shopify stores works:

how customer feedback shopify works qrite

Best practices to get actionable customer feedback for your Shopify store

Smart feedback apps for Shopify like Qrite can make it really easy for your Shopify store to capture how your customers feel about purchases. But unless you’re following a few customer feedback best practices, you’re going to lose out on the main goal of activity – understanding what your customers expect of you and how you can improve the shopping experience for them.

After working with hundreds of eCommerce businesses hosted on Shopify and other platforms, here are some of the best practices we collated:

1. Ask the right questions

You might be seeking answers to a lot of questions throughout the shopping journey you offer. But not asking the right questions or being too generic, will either get you open-ended answers that don’t add value to your data or no responses at all. Either way, it’s a lost opportunity.

Here are some questions you should be asking your Shopify store customers:

  • How was your overall shopping experience in-store/ online?
  • What do you think of product X?
  • Did you run into any trouble while purchasing X?
  • What would you like us to improve about X?

2. Make it really easy

If given two forms – one with 3 fields and the other with 10, which one are you more likely to complete? The former because it’s easier to do and it would take you only about a minute to complete it. The same holds true when collecting customer feedback – the easier it is, the more likely is the customer to share their experience.

In case you’re collecting feedback at POS, instead of a form or a feedback notebook, present them a QR code that they can scan to get a form. They can then fill in the form online as they leave your store.

Similarly, on order delivery, instead of asking them to visit your site, locate the feedback form and fill it, share a QR code on the packaging. This way they can simply scan it and get the feedback form to fill.

3. Set only one goal for your feedback

Just like asking the right questions, setting the right goals for your customer feedback is important. While there is no hard and fast rule here, the idea is to be able to get actionables from the data you collect.

For example, if you’re a new Shopify store with a limited range of products, you can build your customer feedback goal around getting to know what the shopper felt about the range. You could add another layer on top of it with questions around how easy it was to make the purchase from this range. This will get you data into how the actual market feels about these new products you launched.

Similarly, if you’ve changed something about order delivery or your courier partners, you can also ask for feedback around the same.

You can change your Shopify store’s customer feedback goals as you make changes in inventory, on-site experience and more.

4. Get all your feedback data in one place

Another important best practice is to not lose all the data you collect across different campaigns – be it online or offline.

This is where having a customer feedback tool for Shopify stores, like Qrite, can come handy. Whether customers are submitting feedback via QR code scan at POS, on order delivery or online, the tool captures it all and brings it onto one dashboard.

The comprehensive view of all your customer feedback gives you insights into:

  • the overall customer experience you’ve been able to offer
  • what customers feel about your product ranges
  • the actionables you need to take to improve your customer experience
  • what you need to improve about your inventory (both online and offline)
  • which sales channel is able to offer customers a more immersive shopping experience (online or offline)

Ready to collect customer feedback on your Shopify store? Get started with Qrite today!

When should you request customer feedback for your Shopify store?

You could be asking the right questions, using the right framework, tapping into the right channels. But unless you get the timing right, you can’t get shoppers to share feedback on the purchases they make on your Shopify store.

This is where we at Qrite, believe in moment-driven customer feedback.

Here’s a glimpse into the 3 moments that are sure to get you customer feedback, on a subtle nudge:

  • Sales in the physical store. If you are operating an ‘offline’ brick and mortar store, then at the moment of sale, you are able to determine the experience and corresponding emotion of your customer. Everything from the quality of your product, the effort you put into the sales process to get the customer in the store and buying a product as well as the service you gave all add up to the overall shopping experience. Capture that moment to ask feedback. Do it simply with a QR-code on your receipt.
  • If you have an online store. The moment of truth is when the customer intends to go to the checkout. At that moment, all the effort you put into the sales process in your Shopify retail store is crucial. You are able to capture that moment and should gather emotional feedback. Right after the payment you can create a popup, you can add a survey in the thank you screen or you can add a survey link to the confirmation email.
  • At the point of delivery. There is another crucial moment in e-commerce business to determine satisfaction and that is the moment of the delivery. Here is the moment when your customers can start using their new product. At that moment, your (online) service, delivery, packaging and product all come together. So, there is no better time to ask for feedback. Use that moment, print a QR-code on the packaging, the receipt or add your card in the box to prompt buyers to provide you with their valuable feedback.

You can read all about our advice on getting customer feedback for your Shopify store and when here.

Different customer feedback frameworks that your Shopify store should know of

Dreadfully long questionnaires aren’t working. If you take your customers and their time seriously, make sure that you ask very specific questions about their experience. It’s recommended to start by asking about overall satisfaction, before asking anything else. There are two types of questions that yield good results for you: a Customer Satisfaction score (CSAT) question and the Net Promoter Score (NPS) question.

Customer Satisfaction Score (CSAT)

CSAT is measured by asking: “How would you rate your overall satisfaction with the [product/service] you received?” Or “Overall, how satisfied were you with [company]?”.

Your customers can give feedback on a scale from 1 to 5. We usually recommend to opt for easy one-word answer options:

1 = Poor
2 = Fair
3 = Average
4 = Good
5 = Excellent

To make it even easier to answer you can use a rating between 1-5 stars. At qrite we use this so-called CSAT score question, which looks like this:

CSAT customer feedback shopify

Net Promoter Score (NPS)

NPS is an industry-trusted method, which uses a scoring mechanism that ranges from -100 to 100. A question measures the willingness of customers to recommend your company or its product/service to others. The usual question is: “How likely are you to recommend [company/product/service] to a friend or a colleague?”

Answers are given on a numeric scale of 0-10. Based on their answer, the respondent’s area is either considered: ‘detractors’, ‘passives’ or ‘promoters’.

Detractors are customers on the scale between 0 and 6. They are not satisfied enough to recommend your business. They won’t purchase again and could potentially damage the company’s reputation through negative word of mouth.

Passives gave a score of 7 or 8. They are satisfied. But are not directly a repeat-purchase customer. They probably wouldn’t spread any negative or positive recommendation for your company.

Promoters gave a score of 9 or 10. They love your company, product and services. The promoters will most probably recommend your company to others. These are your potential repeat-purchase customers.

Qrite automatically calculates your NPS score for you, but you can also use the following formula:

(Percentage of promoters – the percentage of detractors) x 100 = Net Promoter Score

nps shopify customer feedback app qrite
NPS in report section Qrite feedback tool

Think these customer feedback frameworks are too complex for you to implement? Well, with Qrite you can activate these across online and offline channels in no time. Let us show you how!

Equipping your Shopify store with the smartest customer feedback app

Getting your customers to share feedback on their purchases and experiences can be tricky. You don’t just need to time it right, but also make it easy for them to submit their feedback without being too pushy about it.

That’s where Qrite comes in. The customer feedback Shopify app enables you to tap into the moments where the customer is feeling positive about the purchase they’ve just made. For instance, at the point of sale when they have the product in hand or when their order gets delivered and they’re walking in with the package.

Ready to capture customer feedback?
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