Using Website Feedback as a Way to Increase Engagement

This channel is underwritten by QuestionPro, makers of online survey software that allows users to generate the insights they need to make better business decisions. The software includes polling, tablet and smartphone research, and data visualization for analysis.

Gathering website feedback on your business’s site is not only helpful because it provides you with useful insights, it also can be a way for you to engage visitors. That means potential customers are likely to stay on your site longer, interact with you, and maybe even feel more connected with your brand.

When you give website visitors specific outlets for interacting with your brand, it shows them that you really care about what they have to say. Here are a few different ways you can gather website feedback and engage visitors at the same time.

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Simple Polls

Whether you’re considering launching a new product, looking for information on one of your existing offerings, or just trying to gather information about customer habits, simple polls can be incredibly helpful. Often, these polls just include one question with just a few options located on a sidebar or footer. The format allows customers to provide feedback very quickly. And it also allows your company to gather quantitative data about a specific topic.

For example, if you’re considering launching a new product but are unsure about what features to focus on, you could ask visitors which feature is most important to them,then adjust your plan according to the responses.

Product Reviews

If you run an eCommerce site, providing a place for customers to leave product reviews can be beneficial for a number of reasons. It offers customers a way to engage with your website. It can help potential customers feel more comfortable buying your products.

It can also give you valuable information about products that might need improvements.

Site Comments

If your website includes a blog, you can and should gather website feedback from customers’ comments. It’s a qualitative method for gathering data, as opposed to traditional quantitative methods such as multiple choice polls or online surveys. But it can be a more natural forum for engaging with customers on a personal level.

To really make use of this method, you can’t just publish a post and wait for comments to pour in. To really engage blog readers, each post should include a question or call to action at the end. And ideally, that question would deal with an area of your business where you’re looking for some customer feedback.

Then, if you’d like to engage with customers even further, respond to their comments directly on the site. This is likely to get a conversation started that might garner even more helpful feedback as well as make customers feel more connected with your brand.

Special Promotions

Asking customers to sign up for a contest or special promotion can be another source of feedback and website engagement. This can mean having a pop-up window on your site that offers exclusive access to a new product trial. Or you could offer discounts in exchange for some quick feedback about your website.

Offering an incentive for website feedback can help you gather more of it and also keep customers coming back to your site.

Q&A Pages

No matter what, your website should include a way for customers to contact you. Commonly, this is in the form of an email address or contact form. But including a Q&A page can potentially increase engagement on your site and set you apart from other businesses. Such a page should include some frequently asked questions along with a simple form or way for users to submit their own questions.

Your goal should be to make it as easy as possible for customers to get in touch with you or find the answers they were looking for. That should make it more likely for people to get in touch with you, which means increased website feedback and engagement.

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Amanda Stillwagon


Amanda Stillwagon As Chief Marketer for Small Business Trends, Amanda oversees online marketing, email marketing and social media marketing for the Small Business Trends group of sites.

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