Website Micro-interactions to Collect Customer Feedback

Your website can do so much more to grow your business than just acting as the online hub for generating leads and sales. Understanding and serving your customers well is key to all aspects of business—reputation, retention, referrals, return on investment and so much more (that may or may not also begin with “R.”)

On-site customer feedback micro-interactions provide a veritable mine of information for improving your customer experiences, online and off.

What is CX?

Short for “customer experience,” CX simply refers to the perception a person has of their interactions with your organization. The impression you leave with a customer influences how they think of your brand and how they talk about you with others.

CX is all-encompassing, from your interactions on social media to the ease-of-use on your website, to the cleanliness and friendliness of your brick-and-mortar stores, to how you treat your employees and give back to your community. Seed a positive experience with you in every place and way customers could possibly interact. You’ll reap their loyalty, trust and willingness to refer their friends and advocate on your behalf.

What are Website Micro-interactions?

Website micro-interactions are individual, targeted events offered within your site. A single action accomplishes a specific purpose.

In contrast, a macro-interaction represents more significant and layered actions such as completing an ecommerce purchase or lead generation form.

Swipe, animations, loading status icons and “Like” buttons are all examples of micro-interactions.

How to Use Micro-Interactions to Get CX Feedback

Successful businesses constantly evaluate and improve themselves by asking customers what they think.

You can utilize your website as a key player in your feedback pipeline for improving customer experience. Micro-interactions such as “Like” or thumbs-up buttons, for example, may be used to collect useful feedback on your content, products, offers, navigation and more. This data can then be analyzed and used to continuously improve your marketing, and even your business.

For example, you can use a simple thumbs up, thumbs down, rating, or emoji event to get users to answer questions like:

• Does this product have the features you were looking for?
• Does this offer appeal to you?
• Would you share this with your friends?
• Did this page answer your questions?

Start with the questions you want to answer and then find the best tools to easily collect a swift response from your users.

Features and Tools for CX Micro-Interactions

There are a wide variety of ways you can implement feedback actions within your website. Here are just a few of the options you could consider:

• Ratings (think 5 stars) for in-the-moment feedback
• Thumbs up/down on pages
• Exit pop-ups
• Chatbots

Many online services offer tools for easily creating and implementing feedback interactions on your website. A few options we find attractive include:

• Usersnap
• Feedbackify!
• Qualaroo

Need to Improve Your Website Customer Experience?

A website that serves your business well requires more than just a pretty face (although we love to do great web design, too). There’s a lot of strategy involved for how an effective website is organized and structured, the features, functionality and content it includes, how it’s built, and the experience it provides.

We’d love to talk with you about how Sanctuary can help improve your website and digital marketing, including your customer feedback pipelines. Tell us how you’d like to improve your website.

Sources: Microinteractions, Usersnap, UX Collective, Hubspot