How To Use Customer Feedback To Improve Your WordPress Site

If you’re using WordPress to power your site, the good news is there’s a number of clever techniques and tools you can use to generate customer feedback.

Collecting customer feedback on your website is one of the most effective means of quickly identifying areas of your site which need improvement, with the goal of increasing traffic levels, sales and repeat visitation across your site.

Setting up a customer feedback campaign on your website is easy and can often highlight not only issues that affect your entire site but key pages which may be causing frustration for your users.

So, if you’re looking to decrease your bounce rates, sell more products online and boost your visitation levels, an effective customer feedback campaign is the way to go.

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From configuring contextual customer feedback campaigns, to working with your web designer to setup event tracking to identify bottlenecks in your users’ journey, by following the below tips and tricks you’ll soon start to see your overall customer engagement skyrocket!

1. Start by using a customer feedback tool on your site

If you haven’t used Feedback Lite before, you’re definitely missing out.

Feedback Lite allows you to setup customer feedback campaigns using any one of their 8 feedback widgets. Whether you’re looking to run surveys, gather detailed response data or implement a selection-based questionnaire, this service is an awesome option and has plans starting from as low as $9/month.

What’s great about Feedback Lite is that it allows you to generate detailed reporting data and can be configured to run as a popup or slider campaign combined with a number of automation options in whatever colors you want, meaning you can truly customize the user experience to match your site.

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2. Track your user’s journey with ‘Event Tracking’

Anyone can add Google Analytics (GA) tracking to their website and report on how many page visits they receive each month, but what’s really valuable is tracking the path your visitors take through your website (i.e. how they made it to your shopping cart).

If you’re a WooCommerce user you’ll find GA Event Tracking particularly useful, however the service is super-handy for any scenario where you want to drive boost conversions or are not sure why your customers aren’t undertaking the actions you want them to.

Setup is easy. Just add a basic JavaScript click event to any link you want to track in your funnel and look for bottlenecks where your customers fail to progress past.

3. Spend time analyzing your contact submissions

If you’re like most small business owners, contact page submissions come in, get actioned and are quickly forgotten about. What a missed opportunity.

Your contact form is one of the best ways to collect customer feedback you can use to learn more about your customers and what they want from you.

For example, don’t just collect the email addresses of the people contacting you, ask them for a few more details. This may include:

  • How they found your website?
  • What service they’re interested in?
  • What their budget is?
  • Which company they work for?
  • What’s their phone number?

Details such as this can be really useful when preparing to respond to potential customers. They can also come in handy when reviewing enquiry details over time as you can begin to see which market sectors are asking similar questions and what their overall expectation of you is shaping up to look like?

4. Track your enquiry channels

Most business owners could probably tell you off the top of their head which of their enquiry channels are driving the most enquiry (i.e. Web, Phone, Email, Search or Social). However, what’s more important to understand is why those channels are working for you and how you can improve at least a couple of the other channels.

For example, if you’re investing a lot of time and money in SEO and seeing strong enquiry via your website that’s great, but which areas of your site are generating enquiry?

  • Are your customers clicking on your phone number on their mobile devices?
  • Are they emailing you from your website?
  • Are they completing your contact form?
  • Could you benefit from an Exit Intent popup enquiry form?

All of this information can be gathered using GA Event Tracking mentioned in point (2) of this article but is incredibly valuable customer feedback you can use to growth-hack your site performance.

By tracking your enquiry channels, you can not only pin-point areas of your site which work well in general, but also across individual channels. This information, although not directly provided to you by your customers, is another great way to gather feedback concerning your website performance so you can implement the necessary changes to boost your on-site offering.

5. Review your social mentions

If you haven’t used a service like Buffer or Hootsuite to monitor your social mentions, you may be surprised to see who’s out there talking about you and your business.

Services such as this are great at searching for social mentions across platforms such as Facebook, Twitter and Instagram and can assist you to uncover customer feedback you can action on your site.

The unfortunate reality of social networks is there is a great deal of negativity online, especially when it comes to companies, so ensuring you check who’s saying what about your website or product is a must if you’re looking to enhance your site with customer feedback and reduce negativity around your product offering.

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Conclusion

We’ve mentioned five easy ways you can begin improving your WordPress site using customer feedback. These are only a handful of ways you can begin optimizing your site but should form part of your daily routine as a good website is never finished.

Ongoing website development is a constant for those looking to compete in today’s online driven markets and is something you need to budget for to get the most out of your brand, sell more products and services, and drive more of the right kinds of traffic to your site.

As you continue to grow your business online, you’ll soon discover the importance of refining your site using customer feedback. Sometimes the smallest of changes can result in huge performance gains. After all, the more traffic you have, the more customers you can survey, the more impact a change for the better can have.

About the Author

Paul Dunstone is a web designer, content marketer and founder of digital agency OSE. With over a decade’s experience developing conversion strategies for SME’s all the way through to large-scale enterprise, Paul loves helping entrepreneurs realize their business goals.

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