An improved user experience is the soul of a website design to run in its niche. In other words, a relaxing eCommerce user experience is a major contributor to get good conversion rates. UX encompasses all the related aspects of an end-user’s interaction with a company and its related service offerings.

This interaction might differ as users use different device type. Therefore, to grab increasing traffic for your mobile devices, ensure that your website looks good on varied screen types.

Multiple aspects contribute to a wonderful eCommerce user experience. Probably, your website does not possess a good navigation or you might not be getting positive feedback.

Customer feedback plays a big role in drilling out the lacking areas of the user experience of your website. As a business owner, you should implement the customer’s feedback to your eCommerce website development process.

Before moving into detail, first check the different types of customer feedback.

Types Of Customer Feedback

Customer feedback comes from multiple sources. We can categorize it into 3 major types, namely: given, requested, and observed.


This is a basic kind of feedback. Customers proactively send feedback without being encouraged to do so. Adding to this, it includes different aspects such as support tickets which they open. Next in this list are live chat conversations, phone calls and social media messages.


You receive this feedback during scrutiny of different scenarios. Further, it includes the way customers interact with your products. The path they follow and the documentation they read might fall under this category.


Requested feedback generates when you take the initiative to contact customers. And, you contact them to get the suggestions about improving the product. You can ask them about the improvement in your method of communication. This includes;

  • requests for customer satisfaction (CSAT) ratings,
  • responses for email newsletters or in-app messages and,
  • NPS (Net Promoter Score) surveys.

What Reviews Do For eCommerce User Experience

The reviews stated by a customer matter a lot. They influence the purchase choices of potential customers. And, they allow businesses to add information that do not exist in product data sheets.

They can answer your questions and reassure with the past experience of people regarding the similar product use. It is a first step to encourage a user to leave a review. You can adopt other methods to attain desired results.

Plenty of websites provide an option to insert and highlight relevant details about the customers who wrote the review. It might include their age, gender and product evaluation criteria (like size, quality, etc.). This additional information helps other users to know about the product’s features and benefits.

You can encourage customers to provide feedback by offering them incentives.
A discount code or a free gift on the next purchase plays a good role to allure consumers to take action.

Getting Feedback From Different Sources

Taking benefit from customer reviews is a strong approach to follow. But, a feasible tactic here is to get the quality customer reviews. Remember that each dissatisfied consumer shares his bad experience with around 8-10 people in general.

To resolve this, one can implement some effective ways to get positive feedback. Read out some of them-

1. Live chat session:

One can seek feedback once a live chat session closes. It owns similarity with email surveys that we get after closing of a ticket in customer support portal.

This feedback includes simple questions about your chat experience.

Your chat experience becomes a tool to rate chat support personnel. For a negative response, prompt response can be taken.

Live chat session

2. Frequent calling:

Customer calling is a personalized method to seek customer feedback. As being proactive in nature, it generates quality responses.

An obvious advantage is, you will get a firsthand feedback from the customer’s end. Moreover, customer’s tone of communication gives you a little knowledge about his sense of satisfaction. If executed well, it enhances your relationship with the customer.

On the other hand, a poor process might present you as a mere sales call to promote yourself.

Frequent calling

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3. Social channel monitoring:

Social media channels including Twitter, Facebook or LinkedIn are superb resources to get fair customer feedback.

Different tools exist in the digital market to help in social listening about a brand. They assist to monitor the web presence of your competitors over different social media channels.

This is sure to improve your customer experience and resolve any issue, if persists.

4. Polls:

Polls work right to identify those trends that can help you take productive business decisions.

For instance, it is obvious that people will buy in bulk in holiday season. And, a poll can reveal what customers are likely to purchase.

You can conduct polls on your website through mails and newsletters for which you can use varied available tools.

Social media sites have an excellent role to play for above purpose.

5. Feedback in case of cart abandonment:

It is a general tendency that users are more willing for cart abandonment from your eCommerce site. They have numerous reasons to do it.

The customers might have seen a higher cost at the time of checkout. They found a better deal from any of your competitor.

In such case, you can create a text box where customers can explain the actual reason of bouncing back. It is a thoughtful idea to provide a link from where they can redirect to your customer service panel.

Collecting Feedback

Collection of customer feedback depends on your goals. One must ask few questions before opting a refined methodology:

  • How much disruption is there for eCommerce user experience?
  • How long it takes to gather actionable insights?
  • What is nature of process: active or passive?
  • Will this method produce actionable insights?
  • Does this research is in sync with our goals or create a distraction?

Once you collect feedback, it is time to showcase it below specific products or different parts of your eCommerce store. This results in building trust of new visitors. If you receive a bad feedback, make sure to follow up with the customer to reassure them for its solution.

Using In-App And Negative Feedback

Being a smart tech-savvy, you can make even a worst feedback beneficial for you. It is obvious for every business to have some disgruntled customers. It proves you authentic as mistakes are genuine in every domain. You should try to resolve them in the best possible manner.

You can start by showing apology and responding to handle a bad review. Further, this will showcase a positive image of you by imparting that you prioritize customer service. This further leads to improved eCommerce user experience.

A fair apology can be,

“We’re sorry for the discomfort you faced. If you’re open to it, you can contact us make the things as per you.”

In-app customer feedback renders a deep insight into how the customers use your product. You can consequently reach out to the right users for a genuine feedback. For this, you need to identify certain segments of users and push messages to engage in a loyal conversation with them.

It becomes a trend in this era to treat customers like humans. As a business, you no longer need to rely on robotic auto-responders. You can contact customers on a first name basis or as per his specific actions on your website or app.

In Conclusion

Entrepreneurs follow different tactics to stand ahead in the competition with a pretty website for their brand. Therefore, you must not limit yourself to implementing accurate web analytics. But, you should try other methods to ensure good eCommerce user experience.

A large part of it is to analyze customer feedback, which sometimes remains unnoticed. You can notice the visible difference in industries like SaaS. They keep themselves engaged in customer feedback and qualitative interviews. Hence, if you also want to go along with these tactics, then CSSChopper is the right name to rely on.

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