Gathering feedback from your website visitors is crucial for improving your business. Feedback from your website visitors can help you improve your website, but also your products, services, and marketing efforts.

Although feedback is important, general feedback isn’t always useful. If feedback isn’t useful, you can’t use it to improve your business. For example, asking for a rating of 1-5 stars isn’t enough; you need specific, actionable feedback. Don’t be surprised if the best actionable feedback leans toward the side of complaints.

If you know you need feedback, but aren’t sure how to get feedback you can use, try these ideas.

  1. Install a professional feedback app on your site

Installing a professional feedback application on your website is the easiest way to get specific, actionable feedback from your website visitors. You may have noticed sites like entrepreneur.com already have a ‘feedback’ tab on the right side of each page that asks for a rating and details when clicked. This is exactly what you need, and you can get it from Delighted.

Delighted is an app that makes a website survey accessible to all of your visitors with the click of a button. The first part of the survey asks visitors to rate you from 0-10, and then you can program up to ten customized follow-up questions.

Ask any questions you like about your products and services, but don’t forget to ask questions about your website experience. For instance, ask your visitors if there was anything that made your website particularly easy or difficult to use. Your visitors are your biggest asset when it comes to improving the user experience on your site.

  1. Send surveys to your email list

Statistics show that 91% of unhappy customers won’t return after having a bad experience with a brand. You probably have some unhappy customers for one reason or another. If you don’t know what’s wrong, you can’t fix the problem. However, when you have a solid email list, you can find out pretty fast.

Emailing surveys to your contact list is a great way to get feedback—if you do it right. Email surveys need to be professionally hosted, smooth, short, and concise. Go through a reputable survey company so your contacts can take the survey online.

Some people perceive survey requests as an annoyance, so be sure to express gratitude for their willingness to take your survey. Last, offer an incentive to participants. For instance, offer a 10% off coupon, a free upgrade, or a branded freebie for anyone who completes the survey.

  1. Promote surveys directly on your website

You won’t get any survey responses if your visitors don’t know there’s a survey they can take.

Whether you offer a survey through an app like Delighted or you host your own customized application, promote it directly on your website. Tell your visitors the perks of completing your survey (if any) and use your closing blog content to encourage visitors to provide you with feedback.

  1. Ask for feedback shortly after a purchase

Post-purchase feedback is enormously helpful because you’re gathering information about a recent experience. Customers are more likely to accurately remember their experience when you send a follow-up survey one to two days after their purchase. 

Don’t wait too long to ask for feedback. If you wait too long, you’ll get less detailed feedback. As time goes on, customers forget the nuances of their customer experience and may leave out important details that would have helped you.

  1. Send a follow-up satisfaction survey after a short time

Once your customers have had a little bit of time to use your product or service, it’s time to ask for another round of feedback. This time, you’ll want to get feedback about their experience using your product or service (as opposed to the purchase process).

Ask questions like:

  • What do you like/dislike about the product you purchased?
  • Are you fully satisfied with your purchase? If not, why?
  • What can we do to make the product better?

Be specific with your questions when you want specific answers. Remember that specific feedback is actionable feedback.

Consider any feedback you get

Most feedback will prove valuable to some degree. Granted, vague comments like “I like it” or “I don’t like it” aren’t helpful, but you can always follow up with customers if you’d like to learn more about their experience.