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One of the common misconceptions about on-arrival surveys is that it will negatively affect conversion. At iPerceptions, we have collaborated with many e-commerce clients to test if there is any impact on conversion while running an on-arrival survey. Our tests showed that there is no significant negative impact on conversion. In fact, in some cases it showed an increase in conversion.
The analysis of customer feedback through open-end questions is a crucial part of digital research. Closed-end questions provide focused, quantified data, but it is through open-end questions that organizations discover what customers really want to say to them. A common topic that respondents mention in open-ended feedback is the site’s usability. Reading through the textual responses provides researchers insights about the issues that site visitors are experiencing.
Last year I started a three part series on the key pillars of Active Research beginning with Frameworks, the foundational support of Active Research. This is the second installment focusing on the next pillar of Active Research, engagement. In terms of Active Research, engagement is the act of engaging customers in the ‘Moment of truth’ across digital touch points to better understand their intentions and environment. Timing, sampling, and usability/design are all factors that significantly affect the characteristics of information received from a solicitation for feedback.
All feedback is good feedback. It’s just one of the reasons comment cards matter.
In fact, comment cards can actually help protect your brand. By reaching customers at that critical moment before they share their opinions on twitter or facebook, you have the opportunity to rectify their points of concern and turn customers from brand wreckers to brand promoters.
Also you show customers that you care about their experience by soliciting feedback in their own words.
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Get feedback from your customers in their own words so you can understand their key frustrations and desires.
Comment cards identify tactical issues from spelling errors to broken links to navigation problems.
You show visitors that you care about their experience by soliciting feedback in their own words.
You don’t have to limit your research to a specific target. Separate Comment Cards projects
can run and collect feedback at the same time.
A basic website link take respondents to your Comment Card. One click and the survey is sent
via email, facebook, etc.
Embed your Comment Card within your website with a simple iFrame script. This way, you can
have a dedicated feedback section as part of the individual pages.
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