For every customer who complains, 20 remain silent. You know the expression, no news is good news. The problem is that when you don’t get positive feedback, you won’t have a clear picture of how to continue delivering value to your customers.

Pssst. I’ll let you in on a little secret — start using order confirmation forms to get that sweet, sweet, (and usually positive) customer feedback

Why should I use order confirmation forms to mine for customer feedback gold?

Knowing what your customer is thinking when they hit that buy button is probably something you want to know. So, ask them. Make it easy for your customer to give feedback right at the point of purchase. 

Their reasons for why they bought your product are fresh in their mind. Also, they don’t have to navigate to a different page to leave feedback. So, it’s quick and easy for them and incredibly beneficial for you to ask for feedback via the order confirmation form.   

How do I add questions to my order confirmation page?

You can make this as simple or as complex as you want. The easiest way to do it is to place a text field that asks your question on the order confirmation page. Shopify offers a plugin that allows you to do just that. 

A few tips for getting feedback on the order confirmation page:

  • Keep your questions short and sweet 
  • Ask open-ended questions 

You want to reserve order confirmation form questions to things that most concern you about the customer’s shopping experience. When brainstorming your customer feedback questions, try to avoid asking questions whose answers you can find through other data points. 

For example, don’t ask on the customer feedback form, “How did you find us?” Your website analytics should tell you that. 

Instead, ask open-ended, qualitative questions whose answers are best gotten straight from the horse’s customer’s mouth. Or fingertips in this case.

Here are some examples to get you started:

  • What did you enjoy most about shopping with us?
  • Why did you ultimately decide to purchase from us instead of that evil troll king Jeff Bezos?
  • Would you recommend us to a friend?
  • Which features do you love about our products?
  • Is there anything you’d like to see us improve?
  • Did you shop with us on your desktop or mobile device?
  • Was our website easy to use?
  • Did you have any trouble finding what you needed on our website?

The answers to open-ended questions will give you a great deal of insight into why customers buy from you and how they find your products. These insights can further help you improve your website UX/UI. 

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Using customer feedback forms to improve UX/UI

Look, you know as well as I do that eCommerce is a competitive and crowded industry. Standing out from the competition is critical. Failure to offer a great shopping experience won’t do your customer base any favors. 

Gleaning customer feedback through order confirmation forms is ideal for getting inside info on how your customers experience your website. 

Use this opportunity to ask questions that address website navigation issues and if it was easy for customers to find their desired product. The information you get can play a pivotal role in improving your website’s usability. Or prevent you from fixing what isn’t broken if certain aspects of your website UX/UI already meets customer expectations. 

But if not, here’s how you can use customer feedback to improve UX/UI: 

  • Use the feedback to protect your bottom line  You won’t risk investing in the wrong thing. You’ll know precisely what improvements to make to your online store because you’ll know what your customers will value most. 
  • Reduce support calls — Use the feedback to determine if a new design isn’t as helpful as you’d hoped. Or if a particular feature isn’t working correctly. 
  • Make improvements specific to desktop or mobile — Maybe certain website features are only available on desktop, but your customers would like them available on mobile. Or vice versa. 

Using customer feedback on order confirmation forms: The bottom line

As the owner of an eCommerce store, one of your many jobs is to see your offerings through the customer’s eyes. With customer feedback, you get precise answers and valuable insight into improving your product quality and the overall shopping experience. 

So, how is your customer’s shopping experience? 

If your customers are getting lost on your site or otherwise annoyed with functionality flubs, then you probably don’t need me to tell you why that’s an issue. 

But good news, friend — it’s an issue that can be fixed. 

Reach out to us today. We’ll turn your customer’s online shopping experience into an enjoyable process that’ll keep them coming back for more. Let’s rehab your store.