trbo Insights – Karyna’s Favorite Feature

In October, Jan gave us some interesting information about testing in our favorite feature blog series. In November, our Client Success Manager Karyna Gornishevska shows us what you can achieve by using a poll.

Which customer inquiries give you the most pleasure on a typical working day?

I love talking to our customers in person, where I can share my experience and expertise. These conversations often lead to great brainstorming sessions where we come up with new campaigns and testings. And when these projects go live and have a positive impact on the store, it feels like you’ve just won the e-commerce Oscar. 

Is there a trbo function that you particularly enjoy using? If so, why?

Yes, there is one actually. I’m always happy to set up a poll. For me, the survey is like the superhero among the trbo functionalities. Not only does it bring a breath of fresh air, it also reveals what users think, feel and really want. 

Can you give us an example and explain the function in more detail?

Imagine you are about to complete your online purchase and suddenly a well-designed survey pops up. You are asked how the process was for you – did you find everything? Were there any payment options missing? Any suggestions for improvement? Open-ended questions or predefined options provide a wide range of valuable feedback. Some of our customers implement regular surveys with fixed time intervals, which can be evaluated as a Net Promoter Score®*. The result? A solid basis for targeted improvement actions without time-consuming evaluations.

At which point in the user journey is the implementation of the feature best suited and why?

I think the check-out page is the ideal place for a survey. Why the check-out page in particular? Quite simple – this is where users have gone through the entire user journey and can share their experiences directly. Various user groups can also receive different questions, tailored to their individual shopping experiences. However, there is another good way to place a survey. If a buyer has placed their product in the shopping cart but does not want to complete this purchase, you can use a poll to find out the reason for abandoning the purchase. Perhaps payment methods were missing, the shipping costs were too expensive or the desired product was no longer available? It is consequently important to understand the reasons for shopping cart abandonments and to continuously optimize the check-out process.

An online retailer wants to implement the feature on their website. What advice would you give them?

If an online retailer wants to implement this feature, my advice is: understand the goals of your survey. The placement, the wording of the questions and the expectations of the answers are crucial. Short questions and the integration of choices increase the chances of completion. And as the icing on the cake, you can offer vouchers or discounts as an incentive for participation.

What are the advantages and opportunities of this feature?

The benefits are clear: quick and easy feedback on new designs, products or services.

With this knowledge, you can then specifically address the needs of your customers and improve the points of criticism mentioned. This ensures higher customer satisfaction.

For which sectors is it particularly worthwhile?

There is no industry for which it is not worth communicating with customers. The key is to ask the right questions.

Conclusion: The survey – an underestimated all-time classic!

In a world that is constantly evolving, the survey remains a timeless classic. It makes it possible to identify user behavior patterns and continuously optimize products and services based on them. The impact? Perhaps often underestimated, but undeniably huge. If you want to know what your customers think, just ask them! A survey can be set up at trbo speed and have a significant impact on the performance of your store.

*Net Promoter®, NPS®, NPS Prism®, and the NPS-related emoticons are registered trademarks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld. Net Promoter Score℠ and Net PromoterSystem℠ are service marks of Bain & Company, Inc., Satmetrix Systems, Inc., and Fred Reichheld.