Gone are the days of traditional phone or face-to-face opinion polls. Now you can conduct online customer feedback polls or surveys to obtain value-loaded information from your customers. But there is an art to using customer polls and we’re prepared to share our expertise to help you master the trade.
Gather Information from Users
Polls provide a haven for data and metrics relating to any manner of topic. For example, you can quiz your customers or site visitors on product offerings to work out gaps. Polls can also give you insight into market trends to keep your company ahead of competitors.
Many e-commerce companies will poll their site visitors about product offerings. For example, product comparison site comparison.com.au often analyses the shopping preferences of its users to find out what site visitors are shopping for. The answers assist the company with its product and category selection. A recent poll found a high percentage of site visitors were searching for energy efficient products, which led to the company implementing an Energy Efficiency category that highlights relevant products and features buying guides to aid customers with their buying decisions.
Power Retail will often conduct polls in an effort to gauge opinions, trends or insight on online and multichannel retail best practices. We run daily polls which can be seen in the screenshot below, asking questions about e-commerce offerings. The responses help to determine upcoming editorial content.
Repeat polls can spot trends and patterns. For example, Power Retail recently ran on Online Retail Benchmarking Study to provide best practice data and benchmarking so that retailers can compare their own performance with others in the industry. This poll will now become an annual occurrence to help establish a reference point that retailers can refer to each year, indicating trends in the industry, and highlighting strengths, weaknesses and opportunities in their own businesses.
Configuring and Using Polls
There are many ways you can poll your customers and site visitors. You can conduct surveys directly through your website using your Content Management System (CMS), or through your blog, newsletter, emails and social media channels. You can use tools like Polldaddy, Easypolls and SurveyMonkey among many others to generate customer polls.
You must actually listen to the customer feedback and use it effectively to improve your service or product offering. Online customers are extremely forthcoming with their opinions and you should listen to what they offer you. It’ll help your business in the long run.
Social media has the power to make content go viral. When an individual likes something they’ll often share it with their networks, which in turn puts the content in front of a larger audience. If you’re active on social media you should be utilising your community of followers to spread your polls further. This will generate increased traffic to your sites, while also getting your brand name in front of more people.
Polls and surveys get people talking and sharing. The further you can get visitors to spread your poll around the more your site, blog and company will benefit. Test out new product ideas on your Facebook fans or quiz your Twitter followers as to what they’re interested in seeing on your site, products and content.
Retailer Target Australia uses its Facebook page to engage and converse with followers. The status below shows how viral social commentary can be with over 300 shares of the status poll and nearly 10,000 comments.
Polling: Valuable Online Strategy
Polls are a powerful marketing tool. If you’re curious about your customers’ opinions about products, content, trends or anything relating to your business, just create a poll and ask them.
Polling is a powerful way to engage with your customers, current and prospective. It’s also an effective way to increase traffic to your site. If you listen to what the poll participants offer, you may see an uplift in business conversions too.