Case Study Online Survey Facilitates Customer Feedback
So far, the survey has both validated the site redesign and given Robeez a strong direction for the future. Some of the take-away lessons it has learned so far include:
1. Even though it currently offers a zoom tool and virtual product rotation, customers want even more details, so Burton plans to incorporate more views and photos of children wearing the product.
2. Visitors are not aware of the Store Locator tool, which is a very important retail driver, so that will be made more prominent.
3. With a 50/50 split between repeat and first-time buyers, Robeez needs to be cognizant that it serves very different customer bases. To this end, Burton plans to provide more explanatory content for new customers, while keeping the content fresh so that repeat visitors get an original experience every time they come back.
Looking forward, Burton intends to continue using these post-purchase surveys, changing the questions on a quarterly basis so that Robeez can gather different kinds of information from its customers. The surveys also will be regionalized for international customers to gather more specific information.
At just eight questions, Robeez's surveys may be short in length, but they speak volumes. As Burton states, "I highly recommend using surveys. Any chance you have to interact with a customer is a great opportunity to get really valuable information."