How to Improve Customer Satisfaction in eCommerce [Ideas & Mistakes]

Asking yourself how to improve customer service and customer satisfaction for your eCommerce business is one of the critical questions to pose when you want to grow your business.

After all, customer satisfaction drives growth by keeping customers happy, loyal, and potentially encouraging them to become evangelists for your business. Therefore, it makes sense to track your customer satisfaction score(s) and continuously work on improving your customer service too. 

At the same time, knowing how to improve customer experiences can be a bit of an enigma, especially when you run your business online. How do you even figure out what people think of your product or service when you can’t even see them? 

You can’t just assault your online customers with live questions about your services and how satisfied they feel about them. You can’t break into their homes to see if they use the blender they bought from you every day. Also, you most definitely can’t read their minds via the power of optic fiber either. 

What you can do, however, is run a client satisfaction survey or questionnaire, as well as apply a series of tactics meant to bring customers back — again, and again, and again. Done right, this type of endeavor can provide you with precious answers and action points on how to make your business better for your customers. 

Read on and find out more. 

Essential Customer Service Improvement Ideas for eCommerce

OK, surveys can help you understand your customers’ pain points and dissatisfactions. 

What about other ideas you can use to improve customer service and satisfaction, particularly if you are an eCommerce business owner? 

Well, keep tips to improve customer service in mind: 

Aim for Good Design

Make your site appealing to the eye and super-easy to use. You don’t have to be a coding guru to do this, a site builder like Wix can help you create a beautiful website by just dragging and dropping elements into the page. Kind of like 123 Form Builder, but for a website (and, by the way, you can find 123 Form Builder in Wix’s Marketplace too, so you can definitely keep on building great forms in a painless & timely way). 

Set the Right Expectations 

…Especially when it comes to delivery times. If people know when they are likely to get their parcel, they will expect it. But if you are not honest with them and give them a delivery timeline that’s much shorter than what will actually happen, they will get mad. And you might see a flood of bad reviews on social media and on various websites. 

Measure Your Customer Satisfaction

Some of the numbers to look for include:

  • Conversion Rate 
  • Bounce Rate
  • Cart Abandonment Rate 
  • Repeat Customer Rate 

Improve Your Customer Service Response Times

Better customer service starts with better timing. People tend to get really anxious when their questions are not answered, and even more so when they are either looking to buy something or already waiting for their package to be delivered. The quicker you can give them reassurance and information, the more likely it is that they will be satisfied with your service. 

Be Empathic with Your Customers

You are here to build a bridge of communication with them, not take their money and never see them in your eCommerce store ever again. Empathy helps you connect, and thus, it helps you create happier customers. 

Simplify Your Checkout Process

 There’s an entire debate on whether or not you should use a guest checkout, but regardless of what you choose, make sure it’s simple. You don’t want customers to collect frustration and leave your store right before they were about to make a purchase. Remember, one of the main reasons people buy online is precisely because it’s easier — don’t make it more complicated for them by asking for their maiden names, shoe size, and every office address they’ve worked at during the pandemic. 

Make Sure Your Customer Service Can Be Contacted in Multiple Ways

That includes phone, email, contact forms, chats, and even social media channels. Make it very easy for customers to open a conversation with you by enabling them to pick from a multitude of channels. 

Run a Customer Satisfaction Survey

As we have established in the intro, an excellent way to determine a customer’s satisfaction is to run a customer satisfaction survey or questionnaire. 

Basically, instead of guesswork and magic, you can use your customers’ opinions and see what they like, what they don’t, and what you can do to be better. 

Sounds easy, and it isn’t rocket science of any kind. 

However, you have to do it right.

To do that, you must first understand the main difference between a customer survey and a customer questionnaire

Both of them are used interchangeably (most times), but there’s a slight difference in meaning. Namely, the “survey” refers to the entirety of the process: from collecting the data to analyzing it. “Questionnaire,” on the other hand, refers to the entirety of the client survey questions included in your surveying campaign. 

When it comes to making sure your surveying efforts pay off, both the process and the customer satisfaction survey questions are necessary – you cannot put one above the other. 

Mistakes to Avoid in Your Customer Satisfaction Surveys

We could write entire books on improving customer satisfaction. Unfortunately, even if we make this into an entire volume on ways to improve customer service (and satisfaction). Unfortunately, there is no given recipe. 

Yes, you might be able to take a bunch of customer service survey questions and apply them to your business. However, do keep in mind that there has to be an appropriate level of adaptation involved in the process!

No two businesses are 100% alike, even when they have similar products and target similar buyer personas. In consequence, we wouldn’t recommend taking a survey or questionnaire blueprint and apply it to your business as such. 

Additionally, keep in mind some of the most common customer satisfaction surveys mistakes: 

Mistake #1: Not Knowing What You Want

Determine if you want to run a qualitative research or a quantitative one. The first one is usually connected to open questions (meaning that customers can answer how they want and are not limited by a given set of answers, like in the case of quantitative research). 

It is also worth mentioning that qualitative research is conventional after quantitative analysis, as it will provide businesses with more insight into questions for which you have received broad or inconclusive answers during the quantitative research. 

Mistake #2: Making Your Surveys too Long

People don’t want too much of their time to be taken by surveys of any kind – so try to be succinct and avoid complex questions. Keeping it short also means that you should probably limit your open-end questions as much as you can (unless there is no other way to find your answers). 

Mistake #3: Getting too Personal

Yes, you probably need demographic data for your research. However, it is essential to mark all personal questions as optional. Otherwise, many might be deterred by these parts of the questionnaire and leave it behind altogether. 

Mistake #4: Being Inconsistent

Pick a scale and stick to it. For instance, if you plan on using the NPS score, stick to it throughout the survey. Consistency will help you make your data statistically relevant.

Mistake #5: Not Giving Anything in Return

Offer rewards. While it is possible to run a customer satisfaction survey without offering anything in return, rewards can be a pretty good incentive when it comes to pulling those customer satisfaction questionnaire answers from those who are using your products. 

Mistake #6: Being Statistically Irrelevant

Make sure you have the numbers. Depending on what type of product you sell and depending on what kind of survey you’re running, numerical significance can be quite important when it comes to drawing actual, reliable conclusions. 

Mistake #7: Being Intrusive

Don’t make your customers answer your questions. Chances are they’ll click the X button and leave if they feel too pressured. 

Mistake #8: Being Ungrateful 

Regardless of how exactly you attracted users to your survey, remember to thank them for their participation. It can make a world of difference! 


Improving Customer Satisfaction might sometimes feel like a daunting task — but it doesn’t have to be. With the right know-how, the right tools, and consistency, it can absolutely be done, even when you don’t interact with your customers face-to-face on a regular basis.