Customers are the driving force to your website. You can hire the most sophisticated designer and sell the best product, but without customers, your site will simply gather dust on the Internet’s shelf. With that in mind, it’s important to gain feedback from your customers. What customers like about your site/products, what they DON’T like about your site/products, or even suggestions about ways you could expand your business’s reach are all great bits of information for you to keep your site fresh and up to your customer’s standards. Embracing this feedback is a critical factor to your site’s success.
Although it can be hard to accept sometimes, negative feedback can provide the most positive of changes. For example, if I had a site that got a comment on it saying, “This site is horrible! I can’t even view my shopping cart, let alone get back to the home page!” While that makes my site seem like it can’t do anything right, it offers me a relatively simple point of improvement: adding a navigation pane to the top of the site. If the customer that left that comment ever came back to my site, it would create a positive impression on them to know that I fixed what their problem with my site was.
It’s important to realize that what you think is best for the customer is usually not what they think is best for themselves. While you may think your site is the easiest site to navigate, a customer could feel like they’re trying to find the Holy Grail. Bo Bennett, author of the book Year to Success, said it best in his blog about Customer Feedback:
“Not being in tune with your customers is like living in an alternate reality…too many people would rather live in ignorant bliss than accept the true reality about their product or business.”
There are many easy ways to accept customer feedback: you can make your email address widely available on your site, you can create a simple form that allows people to post anonymous comments about your page, or you can create a survey that is emailed out to your customers. The ability to remain anonymous will allow you to receive the most honest and direct feedback, and there are many ways to set up anonymous feedback options on your site.
The easiest way I have found to create a feedback form is to use Google Docs Form builder. If you have a Google account linked to your business, then this is probably the best way to go. All you will need to do is create a separate feedback page on your site, and paste the provided code to embed the form on your page. Apart from anonymous feedback, it’s important to let customers know you’re listening. If they provide you with their email, follow up with them. A customer is more likely to tell a friend about your company if you let them know their feedback is important (which can ultimately lead to more sales).