User Experience

Ecommerce Solutions: Leveraging Customer Feedback to Improve User Experience

A customer interacts with a website with or without making a purchase. It is called User Experience. It is a broad term and covers a variety of interactions between the customer and the ecommerce website right from the first awareness about it to purchase and advocacy.

The ecommerce customer experience (CX) is often misunderstood for customer service. Note this; customer service is a part of customer experience. Click To Tweet Customer experience affects the perception of the customer before talking to anyone. Take, for instance, a customer’s experience. He spends a lot of time on a site but does not find an item he needs on the store’s site; he has a poor user experience. Though he doesn’t complain about the form of a call, chat or email the time and difficulty faced by him about his experience.

Going by this, it is essential to leverage customer feedback. It should be considered the most exciting business opportunity. In a survey by Bloomberg Businessweek, it was found that “delivering the best customer experience” is the priority for most of the CEOs.

Customer feedback

Image: SAP

Customer experience is supreme. Read below to know why:

  • 73% of the buyers complain of the customer experience as a vital factor in the final decision
  • 86% of buyers are glad to pay more for the sake of excellent customer experience
  • 65% of customers look for a positive experience with a brand for more effect than advertising.

Also Read- 6 Perfect Ways to Create A Path For Your Customers

Also, a Walker Study found that customer experience will take over the product and the price as the key brand differentiator by 2020.

Customer experience

Image: Superoffice

Regardless of the importance of the customer experience, a lot of companies falter in delivering excellent customer service. 80 % of companies fail to provide excellent customer service. Only 8 percent do.

Customer expectations are increasing.

  • 61% of customers are willing to buy from companies offering custom content. 70% of app users prefer added functionality over the look of the app. (McKinsey)
  • 79% of customers want the brands to be more considerate. (Wunderman)

It is the chief responsibility of the owner to devise a user experience where the interaction is positive, simple, stress-free and pleasurable.

It can be done by leveraging customer feedback and make changes to improve the user experience of the ecommerce store.

Customer feedback provides an insight needed to improve the business, products, services and above all, the user experience. Why improve customer experience?

Image: Answerdash

What should one do with the customer feedback?

Read below to discover how to use the customer feedback to improve the overall user experience:

Get Hands-on Valuable Customer Feedback

Unfortunately, only a handful of customers will offer direct feedback. Four percent of customers complain about the matter. It leaves a significant chunk of the customers, i.e., 96%. They won’t say anything, and in fact, 91% do not return to the store.

How to resolve the problem?

The only resolution to this issue is to make the customers tell their experience. This information is vital to improve the customer experience. Here are the four manners to gather impactful feedback from the customers:

Four Manners to Gather Impactful User Experience


Study the behavior with the analytics tool. Recognize the most engaging pages and also ones abandoning the sites. This assists in knowing how customers respond to languages, offers, images, etc.

Track the manner in which the shoppers move on the site. What do they like to browse?  Is it the big category pages or they make subsequent micro decisions. Where are they beginning from – the “deals” page or are they going through the various categories before finding what they were looking for? Find out.


Roll out a study. It is the best way to receive the data from the customers for the following reasons:

  • Get it from the source
  • Customize the questions for accuracy
  • Ask the question: “Why”?

The best time to send the survey is: (a) just after the purchase, and (b) only after they receive the products. There would be moments when they won’t have useful answers to the questions.

Ask what they liked and what they didn’t directly. A question such as why would or wouldn’t purchase again and what should the owner do to improve the user experience. The customers can also be invited to talk on phones later on for more information. Talk to them regularly.

Use tools like Typeform, Survey Monkey or Zoho Survey.


It is vital to read all the reviews left by the customers about the products and the business. These can unravel significant problems which must be investigated immediately.

Take an example. By reading a single review, one cannot get the kind of information needed, yet it can direct the ecommerce store owner in the right direction. If the complaint is about an ineffective search feature, look into the analytics. It will say about the people who have used it successfully to the people who could not find the thing they wanted.

Read the reviews on other sites as well. If one finds any deficiencies that are also present on the ecommerce site, start working on them immediately. One will kill the root of the problems before they come up.

People may avenge out their thoughts especially when they are aware someone is listening to them. It helps in learning what everyone is saying about the products and the brand on social networking sites, discussion boards, forums and review sites. These are useful for some genuine and unbiased information.

Use social media monitoring tools such as Tweetreach, Mention, or Klout to monitor the brand mentions online. Google Alerts can also be set up to email when some fixed keywords are to be used such as product names or the brand.


An email is a robust tool. To make it more effective, one must ensure that responses are added quickly:

  • 43% of customers do not provide feedback. They think businesses don’t care about it.
  • 81% might leave feedback if they were aware they would get a quick resolution.

Here’s how to go about it:

When a new individual joins the email list, add a single question to the Autoresponder. Request them to leave an answer and then take out some time to add a response. These kinds of responses are often personal and candid as the customers take the email channel to be more private as compared to the public nature of social media. Getting into an interesting conversation with the customers can help one amass a vast amount of information.

Listen to social media

Social media, undoubtedly, can help one gather feedback from the customers whether new, repeat or potential customers. Engage the customers on social media, listen to them carefully what they are saying and reply as instantly as possible.

Comment Boxes

Provide a comment box to the customers. It provides them with an opportunity to add their feedback, and this does not hinder the web experience. The staff need not track these instantly; they can collect the information and use it while making the decision.

Make priority based Changes

After scrutinizing all the feedback sources, gather a variety of ideas and problems. Look into all of them. It is not practical due to resources or time.

  • First, turn the feedback into the actionable changes.
  • Second, make the potential changes a priority. It will help in the beginning with the ones that create value store.

The ICE framework can be used to create value.

I – Impact

C – Confidence

E – Ease

ICE framework

Image: Buffer

Furnish a score of 1 to 10 to each component of the score for each possible change.

Impact: How big an impact will be made by the change if it works? A score of 10 means the most impact.

Confidence: Are you confident that the change made will resolve the issue? A score of 10 means most confident

Ease: How difficult is it to make a change? A score of 10 indicates most easy.

The answers are subjective, yet one needs to be objective.

Add the total of the value of each component to move to the total ICE score.

Example, award an actionable change a score of 7 for impact, a score of 9 for confidence and a score of 3 for ease. The total ICE score is 19.

Eventually, rank every change as per their score. The actionable changes with the highest score are the ones that need focus the foremost.

Also Read- 10 Killer Ways of Co-marketing to Acquire New Customers

Continue collecting the feedback. Calculate the score of each new potential change when it enters the list of to-dos. It is often seen that the ratings with the lowest ICE score remain at the bottom of the list for a long duration of time. Do not remove them just because the list is getting longer or there is some spare time. Divert the focus towards the changes with high ICE score as they will create the most value.

ICE score


Implement the Changes

Measure the change before and after implementing the change. Take an example: if a good return policy can enhance the customer experience, then it is recommended to survey the customers especially about the new system. Once changed, carry out a survey again to discover the unique experience. By measuring the feeling before and after the change, it gives a better idea of whether the change made any significant impact on the user experience or not. This information can be employed to re-score the other useful changes and impact the improvement in the future. The excellent return policy needed by the customers’ pinpoints towards the fact that the sizing information is not adequate. It will prompt customers to return continuingly.

The other changes made can be tested with A/B testing (also called split testing). This process is known for showcasing different types of variants of a website element to the portions of the traffic to finally calculating whether the change is useful or not.

A/B testing is a great way of testing everything that affects the user experience, like:

  1. Headings and subheadings
  2. Copy of the body
  3. Testimonials and reviews
  4. Call-to-action
  5. Images and colors
  6. Site structure and navigation

Use tools such as Google Analytics Experiments, Unbounce, Optimizely or VWO.


Customer service feedback is really simple and undemanding. It takes place after the service touchpoint such as:

  • Live Chat
  • Email follow up
  • Knowledge base articles

Customer service feedback

Image: A Better Lemonade Stand

  • Irrespective of the medium the survey is sent in, one must centralize it. One requires a reliable place for storing and analyzing customer feedback. After doing that, recognize the patterns and code the responses (if needed) to quantify the issues.
  • Find answers to the following questions in the survey
  • What did the most common questions ask?
  • Which base articles are not satisfying the users or are underperforming?
  • What trends are prevalent in phone calls or unsatisfactory live chats?
  • At what stage of the customer journey do people get stuck?
  • Read the primary process of leveraging customer feedback to improve the user experience
  • Recognize the opportunity
  • Examine the process
  • Create an Experiment
  • Execute the experiment
  • Scrutinize the results
  • Make the solution standard
  • Make a plan for the future
  • Repeat


User experience


The collective feedback is backed up with the owner’s cost. Buy a special tool and assign resources to analyze, interpreting and prioritizing the comments of the customers. Don’t get de-motivated by the value as only 55 percent of the consumers pay more than a better customer experience, according to the Defaqto research.

The customers are vital resources of knowledge. If one keeps imploring the feedback constantly, a bank of information can be gathered and empathize with the frustration or the issues faced by them. Click To Tweet The data amassed assists in understanding the needs of the customers and turn them into shoppers.

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