Customers are the lifeblood of your organization, so it’s crucial that you ask them for feedback throughout the customer lifecycle. With customer feedback, you can assess the quality of different areas of your business: product/service offering, customer support, onboarding, and more. You can then report on and analyze the feedback to identify what is and isn’t working and find opportunities for improvement and expansion. You can also identify the customers that are showing signs of churning as well as those who are displaying brand advocacy. This will give you greater insight into, and control over, your business operations.

One of the easiest ways to collect feedback is through website popups. In this blog, we will provide three plug-and-play popup templates you can embed into your site today, and discuss how to make the most of the feedback they generate.

Why popups are a good way to capture customer feedback

Popups can be used for a multitude of things, such as subscribing to a newsletter, downloading content, registering for a webinar, and providing feedback. In fact, popups are a particularly effective customer feedback tool for collecting, measuring, analyzing, and quantifying customer feedback, because they enable businesses to quickly gauge customer satisfaction with a product and/or service.

The benefits of using customer feedback tools like popups are clear:

• Better product/service (and better ROI): Asking your customers what they like and don’t like means you can improve your offering and boost your sales.

• Increased retention: Measuring the pulse of customers is a great way to uncover and address any issues in your product offering or processes. With this insight, you can improve the overall customer experience and reduce customer churn.

• Increased customer satisfaction: Showing your customers that you value their feedback builds trust and respect.

• Higher engagement: Asking customers to provide feedback requires customers to be more engaged in your brand.

There are different ways to ask for customer feedback, but a popup is a quick win. Compared to emailing customers and asking them to fill out a form (which can be a hassle and requires the customer to be redirected to a separate browser or third-party site), a popup can be completed in seconds and doesn’t disrupt the customer’s browsing experience. It means that the likelihood you will receive feedback is higher.

Ortto’s popup templates are simple to use, and all of the responses are recorded in the CDP. This means you can easily visualize and report on feedback provided through popups at any given time.

3 popups templates for customer feedback

You can use popups in different ways to capture different types of feedback. Below are three Ortto popup templates you can use today.

1. Content rating

A content rating popup can be used on a variety of different website pages and asks the visitor to give a thumbs up or thumbs down to the content on that page.

The way you use this popup depends on your business and the content you want to measure. For example, a SaaS business might use a content rating popup on certain long-form blog pieces, help docs, company news, and so on. An ecommerce business, on the other hand, could place a content rating on certain product/category pages, collections, and launch announcements.

In Ortto, you can choose to display a popup to everyone, on every device, and determine when exactly you want the popup to appear (e.g. after two seconds). Get started with our template below.

2. Customer satisfaction (CSAT)

A customer satisfaction (CSAT) survey popup is a quick and easy way to check satisfaction levels. A CSAT survey will ask a customer to select one of five smiley faces representing different emotions. A sad face indicates the customer is very dissatisfied, and at the other end of the spectrum, a very happy face indicates the customer is very satisfied.

CSAT survey popups are easy to embed into the pages on your website, your store, or in your app. The template below is perfect for any SaaS business, as it asks, “How satisfied are you with our product”? Embed this popup so that it shows for existing customers, and you will gain valuable feedback.

3. Net Promoter Score (NPS)

A Net Promoter Score (NPS) survey popup can help businesses measure customer sentiment and identify opportunities for improvement. The NPS is a popular customer feedback mechanism. It asks: “On a scale of 0 to 10 (with 0 being ‘extremely unlikely’), how likely are you to recommend our company/product to a friend or colleague?” The scoring is split across three segments: promoters (scoring 9-10), passives (scoring 7-8), and detractors (scoring 0-6).

Businesses can embed an NPS popup on different pages of their website, in their store or on their app to present to customers who have purchased a product and/or service. It’s best to present NPS surveys to customers who have been with your business for at least 30 days, to ensure they have had time to get to know your product.

How to make the most out of feedback generated

In Ortto, tracking responses to popups is easy. Simply go into People and filter by whether a contact has clicked on or reacted to a popup widget. You can then create a report based on a popup. Ortto’s ‘Reactions by campaign’ template is a great place to start. Try it below.

You can also use popup reactions as entry criteria for journeys and playbooks. For example, a SaaS business may use an NPS survey popup throughout their site, and set up a journey to automatically tag users based on their score. Then, depending on whether the user is a promoter, passive, or detractor, they could be sent on a relevant customer journey based on their response. Below are three journeys a business could set up off the back of an NPS popup.

1. If a customer is tagged as a promoter and is showing advocacy, it could alert the customer success and marketing teams via Slack, who could then reach out to the customer about participating in a case study.

2. If a customer is tagged as a detractor, the customer success team could be prompted to reach out to the customer directly to minimize churn risk. Or, the customer could be sent an email in the days following their response to the popup, asking them what specifically the business could improve on.

3. If a customer is tagged as a detractor, they could be sent on a re-engagement journey that highlights new product features, asks for further feedback, and so on.

Final word

Customer feedback is the most valuable feedback a business can receive. Popups are a quick and easy way to gather feedback that will enhance and not harm the customer experience. Try Ortto’s templates for yourself by signing in or signing up today.