Web Site Feedback as Your Secret Online Marketing Tool

By Kim Krause Berg

(First published by Search Marketing Standard, Fall 2007 issue. Reprinted with permission.)

There's a small trick I do with my online order form that helps to identify one of the first problems a web site may have. I purposely don't ask for a business address or phone number right away. I don't want to know what these are. As a web site usability consultant, when I visit a client's web site for the first time, learning how to contact them is my first official task. If I can't locate this information, or it's a pain in the neck to find, I've discovered their first customer service issue.

I wouldn’t recommend that you do this with your online business, especially if you are selling products. Your responsibility is to gather accurate information for your transactions immediately so that you can conduct business in an efficient, courteous manner. I, too, have reasons to be more formal, depending on the project. Both you and I have a strong desire to conduct business or provide information in a positive, productive way.

If we do not, how do we know when we’ve failed? How do we know when we’ve succeeded? If we don’t make the effort to include customers ‘ needs and desires in our interaction with them, and our competitors do, what message does this send? Are you inviting user feedback?

Dear Google, Your Application is Groovy

Search marketers know that local searches are a new arena for promoting online businesses. One way to do this is by informing Google Maps that a business exists. When Google has this information, with data provided by a site owner or their Internet Marketing Consultant, it is more likely a search for your product or service, in your town, will display your business.

I decided to enter my business into the Google Maps application (http://maps.google.com/). There are several steps to the application, with helpful user instructions to guide you. When I reached the end, I had several options for how Google could verify that it was I submitting the data, rather than someone not associated with my business. This extra effort towards accuracy signals a desire to be customer service oriented.

Since I believe in positive reinforcement, I would have liked to have sent a “high five” to Google because I had a good experience using their application. However, on the last screen, there was no place to offer feedback of any kind. I couldn’t rate it. I couldn’t recommend it to someone. I couldn’t send an email. I couldn’t answer a one-question quick survey such as “Did you enjoy adding your business to Google Maps?” or “Did you have any problems entering your business and if so, please send us your experience.”

I know Google is user centric. This is a missed opportunity for user feedback. It’s a missed opportunity to get a pat on the back for a job well done. We all like to hear about when we’ve done something a site visitor appreciates.

Feedback as User Generated Content

Online customer feedback seems to be tucked somewhere on the last page of site requirements. Forcing visitors to navigate their way through a thick forest of page elements just to locate how to communicate with you creates frustration. Worse, it’s a lost opportunity to obtain user generated content for your web site.

User generated content can be a great marketing arm if you understand how to invite feedback and apply it.

I have a book addiction, so to help support it, I buy from Amazon’s used book dealers who sell at discounted prices. Shortly after a book arrives, inevitably Amazon follows up with an email invitation to answer a quick survey about the service provided by their third party vendor. The survey is simple, often one or two easy questions focused on a rating scale, and in less than a minute it’s completed. The only reason I even bother to respond to them is because I know Amazon issues very fast surveys.

They’ve earned my trust because I know what to expect from them.

Products are purchased from Amazon as well. I bought an herbal product through them that my doctor recommended after knee surgery. Amazon responded with an email containing a link to a product survey. This one permits user feedback in an interesting way.

“We invite you to submit a review for the product you purchased or share an image that would benefit other customers. Your input will help customers choose the best products on Amazon.com.”

The survey is two questions. The first asks if you are over 13. The second is a rating where you can assign 1 – 5 stars. This is followed by an opportunity to enter a title for your review, and a huge comment field to write your review. Alternatively, there is a radio button that allows you to submit a video review.

Consumers can link to the product page in their review. You can “tag” your review with keywords or a category label for the Amazon search engine. Accepted reviews appear on the site in 48 hours.

By getting customers involved, a web site opens the door to user generated content. This is also another outlet for creative online marketers looking to place content and promote products.

Reach Out in the Darkness

By appealing to feelings and emotions, you’ll increase a customer’s desire to contact you. One sure-fire way of grabbing their heart is to suggest you’ll take something away that they care about.

You can ask for feedback by presenting questions such as “Should we remove [insert beloved gadget or site pleaser here]?” One popular topic is asking readers if they mind if you include a few ads. The point is that you need not be afraid to take the initiative. Let your visitors know what you may be considering and offer them a chance to respond. If you strike a nerve, their feedback may be unwelcome if they blog about it, or if you’re lucky, they’ll send praise. Take into consideration whether you want feedback to be public or private.

Sometimes you won’t have a choice.

In the early stages of Danny Sullivan’s new Sphinn site for search marketers, I blogged publically about the lack of a place to post usability topics there. My blog post caught the attention of Sullivan and his loyal band of developers. He responded in my blog, and our dialog became a news story. They added a Usability category because the resulting user feedback justified the inclusion.

It didn’t stop there. Sphinn readers are encouraged to ask questions, submit ideas for new features and propose solutions to known problems, in the forum-like space. Danny or his staff responds publically.

By enabling most user feedback to be out front, they’re creating content. Behind this content is an enormous message from Third Door Media that customer service is a top priority.

Free Candy for Your Feedback

A food shopping chain in my area places customer service directly on the opposite side of the cash registers, where we get fast help. I once had a vegetable my cashier couldn’t identify and he yelled across to the customer service desk for help to verify what I told him it was. It used to be that retail stores stuck customer service in the farthest corner away from the action. Do you do this too?

You can turn feedback into a promotion device or funnel it into site enhancements.

1. Be there when they need you. Place your Contact page in your global navigation so that it appears on every page. Increase the font size of your toll-free phone number.

2. Provide a feedback form, but make it short. Be sure to clearly indicate your form is “quick”. Some visitors will balk at polls, surveys or forms that require a time investment. Make sure your drop-down menu has an “Other” category. Don’t require registration first. Be very clear with visitors about what you intend to do with the feedback.

3. Watch labels. Amazon calls their customer service page “Help”, but that word conjures up a FAQ page, not user feedback. If you provide a form, say so with “Feedback Form” or “Your Fast Feedback”.

4. Don’t make anyone feel insignificant. Amazon has an option to sign-in before offering feedback and in smaller text offers permission for non-members to contact them. However, another link for “Express” feedback is for members. Not all feedback is created equal? Get permission to use any user generated content on your site.

5. Invite product reviews, guest blog writers, paid product reviews, video, audio, snapshots. Turn your customers into your personal sales force by establishing trust. Let them edit or remove reviews later. Link back and pass “link juice”.

Lastly provide incentives such as coupons, free shipping, fee discounts and free samples to those who were unhappy with a product. Many companies truly loathe dissatisfied customers and will bend over backwards to please them. Show you want their feedback by encouraging creative opportunities for them to do so.


More Articles / Return to Cre8pc Blog

Bio and Copyright

Usability Consultant, Kimberly Krause Berg, is the owner of UsabilityEffect.com (www.usabilityeffect.com), Cre8pc.com (www.cre8pc.com), and Cre8asiteForums (www.cre8asiteforums.com/). Her background in organic search engine optimization, combined with web site usability consulting, offers unique insight into web site development.

Copyright 2007 - 2008 Cre8pc.com. All Rights Reserved. Reprint rights by Permission of the Author