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Post-Purchase Survey: Must-include Questions to Make it Engaging

Sulabh Chauhan
Jun 12,2020

 

Unlike brick-and-mortar store owners, online retailers don’t have the ‘luxury’ to meet customers in person and collect their feedback. Generally, they have customer support, emails, online chats, etc. to collect their customers’ feedback.

Even if they use several remarketing strategies like a promotional discount to engage shoppers who have already purchased with them, they can’t get the full picture of customers’ post-shopping experience.
But if you are an online store owner, collecting post-purchase experience matters a lot! This is because it builds trust in customers towards your brand. As they realize that you are concerned not just about selling your products but also about how they are finding your products and their experience, your bond with your customers strengthens.
In general, sending a customer feedback survey in the first week of purchase is a good idea and a good-quality CRM survey module can help you create, monitor, and analyze the results too. However, unless you don’t have engaging and on-point questions, your post-purchase survey may fall flat.

Therefore, picking the right set of questions is of utmost importance. Let’s go through a few questions that you can include in your survey.

How did you find our store?

Here, your objective is to identify the primary referral source. You can either keep this question open-ended or use checkboxes against all options for customers to choose multiple option that apply all that apply.
Here are several possible options:

-

What made you consider our brand?

This question can help you gauge the reason why a customer chose to buy a product from your store. It also helps you find out the strong points and USPs that make your brand stand out. With these USPs in your knowledge, you can enhance them further and leverage them to create content and marketing strategies.

Here are a few suggested options that you can include for customers to choose from in response.

- I am a loyal customer

- Price

- Product Specifications

- Free Shipping

- Exclusive promotional coupons

- Same-Day Delivery

- Your brand came on top in search results

- Referral from friend

- Appealing Product Information and Good Product Reviews

- 30-Day No Question Asked Return Policy, etc.

Based on responses, you can get the full picture of the powerful reasons that drive sales on your store.

What did you like the most about our product(s)?

You can keep this question in two parts. The first part where you can let your customers choose one or more possible variables as responses. A few suggested ones are:

- Quality
- Products meeting expectations and matching descriptions
- Value for money

In the second part, keep a line blank for open-ended feedback where customers can write down what they felt about the shopping experience. Further, they can also write about something specific they didn’t ‘like’.

Based on the responses, you can determine the factors that are ‘actually’ making your products popular and sales-worthy. Besides, you can also work out to fix the things that customers didn’t like.

Did the overall shopping experience meet your expectations?

Though it is a relatively tough question, it could be one of the most crucial ones.
A few key questions could be:

- Did you easily find your product(s) once at our store?

- Did you find our store easily navigable?

- Could you find all the items you were looking for?

- How did you find the checkout process?

- Did you receive the product on time?

- Could you easily track your order and receive timely updates on it from our end?

Such questions will help you to analyze the end-to-end customers’ experience right from when they found your store to using the product.

Would you consider returning to our store in the future? If yes, what other items would you prefer to buy from our store?

This question onwards, things start getting personal. This is because you are asking your customers straight away whether they liked your store enough to return or not.
So, it is important to keep the tone light and not ‘over-imposing’. Customers shouldn’t feel like you are forcing them to consider your brand worthy. Rather, they should feel that their repeat purchases really matter to you and that you would like to improve your product(s) according to their responses.

You can also suggest a few items for them to buy:
- Similar items to those ones they bought.
- Complimentary items
- More variants of the same product (in size, color, etc.)
- More brands to select from
Others

Which method would you prefer to stay connected with us?

You can include a number of options like:

- Email

- Twitter

- Facebook

- Instagram

- Pinterest, etc.

to choose from.
Make sure that you include links in your survey for respondents to change their email preferences and follow your brand on various social media platforms.

Would you refer our brand to your friend(s)/relative(s)?

If they answer ‘Yes’, you can offer a promotional code for both the respondent and their friends. And leverage their satisfaction to expand your customer base.

However, if their answer is ‘No’, you can immediately accompany a question like - ‘What went wrong?’ or ‘Is there anything you would like to mention that we can improve upon?’ This question will engage your customers more and they’ll understand that they matter for you.

 

Are You Ready to Make Your Post-Purchase Survey Engaging?

Collecting post-purchase experience is the key to determining your customer satisfaction level. With well-thought questions as mentioned above, you can easily prepare a post-purchase survey using a CRM survey module and stay on top of your customers’ shopping experience.

Want to create a post-purchase survey right away?

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