Probably all of you allow customers and people just visiting your online shop to contact you. It’s not a big surprise – visitors of an ecommerce often face problems choosing the right size or finding the right product. That’s why you put contact forms on the website, build “contact us” pages or at least write an email address in the footer. How many opinions or questions do you receive every day?

I bet not much and I know what is the reason. People don’t like going the extra mile to contact you and share their thoughts. As a result, you don’t really know what people think of your website and offer.  This translates into lost business opportunities and making decisions without a solid base of information. To overcome this problem you can use active feedback. This article will quickly show you what active feedback is and how you can benefit from introducing it on you apparel ecommerce website.

Drawbacks of passive feedback

Before we consider advantages of active feedback, let’s start with making clear what passive feedback is. It’s a way of collecting feedback that requires users to take additional actions to share their opinions – they have to write an email or fill out a form on a “contact us” page. As I already mentioned, passive feedback results in low engagement.

What’s more, people usually contact you to share only extreme opinions – either positive or negative experience. They will send an email to say that your shop is either awful or the best on the planet. What are you missing? Everything in between. You don’t collect their thoughts about your website or services unless you really annoy or please them.

What is active feedback

Active feedback is based on a different attitude. You actively approach visitors and customers and encourage them to share their opinions and experience. Ask visitors questions and collect their answers in small boxes placed in a corner of a website (called widgets). They can be placed on every website so visitors don’t have to look for contact forms or email addresses anymore.

One more important difference – a contact form is static. Active feedback tools are dynamic and you can target widgets to reach specific groups of visitors. Thanks to that you can adjust messages to people based on their behavior. Example: you ask people who spend 5 minutes on your website if they can find what they are looking for or ask people viewing product pages how they assess the quality of photos.   

How apparel ecommerce can benefit from active feedback

Most of apparel ecommerce websites offer dozens of product in many different colors and sizes. But does it mean that you offer exactly what your visitors need and expect? Not necessarily. The first step into active feedback might be asking visitors if they can find a product in a color and size they need. This kind of feedback is difficult to collect through contact forms or emails and Google Analytics won’t tell you that either.

It’s not the only possible use of active feedback on apparel ecommerce website. You can ask visitors how they assess you in comparison to the competition, what are their characteristics or even what payment method they prefer. Collected answers will show you how you can improve your website and help you understand the behavior of your visitors.

Next steps

If you want to know more about active feedback download our free book that introduces you to best practices and presents over 50 questions that you can ask on your website. It’s a special edition presenting techniques and questions that address needs e-commerce business.