As an e-commerce brand, you can’t expect to grow if you aren’t constantly checking in with your customers to see what’s working and what isn’t.
Most brands do this through NPS (Net Promoter Score) surveys that question customers about all aspects of the purchasing process—from ordering, to shipping, to the product itself, to the return process. This allows you to quickly solve any problems that pop up, especially before they impact your brand reputation.
But because customers’ survey responses are usually quite varied, you’ll need enough data to confidently draw insights. That’s where a high response rate on your NPS surveys becomes essential.
Convincing a high number of people to answer your NPS survey is easier said than done. 15% is considered a good average survey response rate for external surveys, and most surveys will see far lower response rates, closer to 5%.
Boosting your survey response rate isn’t just about creating incentives—although incentives do help. It’s also about sending tailored survey invitations to your customers, that allow them to respond across multiple channels, and that feel worth their time.
Here are some survey design tips to increase your total number of responses:
The fastest way a customer will opt out of your survey research effort is if they see a long list of questions that they don’t have the time to answer.
Selecting just a few core questions—preferably under five—that feel directly relevant to the product or experience is the best way to make the survey feel worthy of their time.
To show potential respondents their time won't be wasted, show them your survey's length and its approximate completion time. Customers are more likely to click on a survey that promises it will only take two minutes than one whose length is unknown.
If you’re sending out your survey to email addresses, add a hyperlinked star rating option at the bottom of the message to drive clicks. When people click to select their star rating, you can take them to a brief external survey that cycles through your questions.
Timing an NPS survey correctly can be tricky. You want to give your customer enough time to engage with your product and have thoughts they can share. Sending the survey as a follow-up the day the product arrives will almost guarantee a low response rate.
On the flip side, it shouldn’t be so long after the purchase that the product is no longer fresh in their minds. 7-10 days after purchase is usually a good range for when to send a survey.
Customer satisfaction surveys should feel personalized to some degree. If your questions resonate with any specific customer experience, they will see more value in completing the survey.
You should segment your customer lists, and use different survey templates depending on the demographic:
You can also create questions that send customers on an off-ramp if their feedback won’t be as useful to you:
One study found that, for mailed surveys, offering monetary incentives can double your response rates. It doesn’t take much money either.
You can increase your online survey response rate with a raffle, where people who take your survey are entered to win a gift card or a free product. Pizza Pizza, for instance, enters survey respondents to win a free order of pizza.
Email is no longer the only channel to survey your customer, social media is another channel to engage customers too. A higher number of survey respondents gives you a truly representative sample size from your target audience.
If you had to pick one social media channel to start - we recommend Instagram. The platform has a host of built-in tools that let you share survey questions with your followers, including Question Stickers, Poll Stickers, and Quiz Stickers that you can add to your Stories.
The paint brand Clare, for instance, uses Instagram Poll Stickers to gather customer feedback on which new paint colors are liked best.
If NPS surveys are taking time, there are quicker ways to get in touch with customer sentiment.
Sign up for a free 2-week trial with Chatdesk and get a consolidated view of customer feedback across your email and social media channels. We also automatically tag and categorize all the feedback so you can draw insights faster.
And if you're getting good completion rates, you can access valuable market research metrics since Chatdesk even analyzes your NPS survey data.