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Posted May 5, 2016 by Lina Vashurina, Ecwid Team

How To Use Feedback to Sell Even More

Want to be sure each and every customer for your eCommerce store is happy? Then you need to start collecting feedback. Unless you ask for your shoppers’ thoughts and feelings, you can easily miss out on this important customer data that can help drive sales and improve local SEO in the long run.

If you’re not sure how to use feedback to boost your conversions, you’re in luck. In this post, we’ll look at specific ways you can use it to transform your business into a sales-generating machine.

Use Testimonials As a Social Proof

Social proof is a psychological theory that suggests people conform to the actions of others based on the idea that their actions are correct. It’s the reason television shows use laugh tracks and why people will wait to be seated at a popular restaurant. The laugher cues what must be funny. The line indicates delicious, worth-the-wait food. When people see other people doing something, they mimic that behavior–because it must be true.

In an eCommerce setting, social proof often comes in the form of testimonials, customer ratings, and product reviews. These indicators help inform shoppers by allowing them to see and study the general consensus.

It’s important to have elements of social proof scattered throughout your store, such as:

  • Testimonials on your home page
  • Product reviews on product pages
  • Customer ratings (in shortened format, like a 5-star scale) on categorical pages

Emrok Tea has a great example of this tactic in action in their online store. When a shopper goes to browse through their tea selections, hovering over a specific tea brings up its star rating, as seen here:

The bottom line: Social proof allows shoppers see that other customers have had positive experiences with your brand and your products, and helps overcome their fears of uncertainty that keep them from making a purchase.

Spotting & Resolving Common Issues with Surveys

Another way feedback helps improve sales for your online store is to help you spot common product issues and to address customer concerns (before the relationship is ruined permanently.) The last thing you want is to be shipping out a defective product or to have an unhappy customer telling their network of connections how disappointed he or she is with their experience buying from you.

Plus, data tells us that it can cost 5x more to acquire a new customer over retaining a current customer–so maintaining a base of happy, satisfied buyers is important to the success of your online business.

Surveys sent out through email are a great way for you to follow up with customers who made a purchase and to gather feedback. A few days after your customer’s item has arrived, send out a quick, well-designed online survey to make sure the order arrived undamaged and that the quality was satisfactory. With an open-ended response question, you can let customers fill you in on any areas you need to improve–and you can also quickly get back to the buyers who had a poor experience to fix things.

GetFeedback Marketing and Product Survey Software Example

GetFeedback Marketing and Product Survey Software Example

A few tools for creating and distributing online surveys include:

The bottom line: Feedback from surveys help you provide a consistently amazing experience for customers, who can then turn into evangelists for your brand.

Integrate Product Reviews In Your Store

Using Stamped.io marketing tools, you can also help increase sales by easily integrating product reviews with your e-commerce store. In doing this, you let customers share their thoughts about the product as a form of social proof. Positive customer reviews help chip away at a buyer’s resistance to follow through and buy. Added bonus: Customers can indicate if the review was helpful, too.

Stampedio reviews
Stamped.io integration is also helpful for automating reviews. Customers send their reviews directly from their email.

The bottom line: Tools like Stamped.io let buyers share their feedback on-site are important both for prospective buyers and for the store owner.


Using the tips and tools we’ve discussed here, you can begin to let your online customers share that essential information you and other prospective customers need. Remember to give your shoppers a voice in the online shopping experience, as it can ultimately help drive sales.

About the author
Lina is a content creator at Ecwid. She writes to inspire and educate readers on all things commerce. She loves to travel and runs marathons.