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How to Collect Customer Feedback on a Shopify Store?

Shopify Plugin Feedback E-Commerce

Collecting feedback from customers is the best thing you can do to improve your Shopify store’s conversions and sales. Feedback lets you understand your customers, their likes, and dislikes. Statistics show that one out of 26 customers is likely to register a complaint with a company. The other 25 customers will switch without a word.

This means you have to have a clear understanding of the dislikes of your customers and what makes them churn. You need to collect feedback from customers before they churn so you can take necessary actions based on data.

There are several ways to collect customer feedback for your Shopify shop including:

  1. Reaction button
  2. Live chat
  3. Exit-intent popups
  4. Email

These 4 customer feedback techniques are covered in detail below:

1.Feedback Emoji for Shopify

Reaction buttons are used to collect user feedback via emojis. Users don’t have to read a questionnaire or choose an appropriate option from a list of choices rather all they have to do is click on the emoji that best describes their reaction.

Emojics is the tool that lets you collect user feedback from your Shopify store via inbound reaction feedback. It has a Shopify plugin that you can use to collect feedback from users and customers on your store.

You can add the plugin with each product and ask visitors if they liked the product. Visitors simply have to click an emoji.

emojics shopify plugin screenshot customer feedback shopify

Nothing fancy. It a simple feedback collection plugin that you can use with every product on your Shopify store. You can customize, change the question, and change emojis. You can see what products work well and how people respond to different products and their variations.

It is a simple yet effective approach to feedback collection for Shopify stores. Emojics provide you with a powerful analytics dashboard that helps you with data analysis. You can check user feedback in real-time so checking a product variation live is easier than ever.

The best thing about inbound reaction feedback is that it has a very high response rate. Research shows that emojis increase user engagement by 15% primarily because people are familiar with emojis and they love using them.

2. Live Chat

Offering live chat on your Shopify store doesn’t just help with providing customer support but it can be used as a powerful feedback collection tool.

Using a pre-chat survey is one of the best and the most effective approaches to collecting feedback. You can ask a simple question related to the product or anything else on your store.

You can also collect feedback after the chat. This is more common as people are more likely to respond to a survey after you have solved their issue. Here is an example:

customer feedback shopify

A post-chat survey should be used when you’re collecting feedback about customer support or the live chat service that you just offered. A pre-chat survey, on the other hand, should be used to ask product related questions.

If you’re already using live chat on your Shopify store, you just have to create a pre-chat and/or post-chat survey. You’re offering live chat anyway, why not use it for customer feedback?

Follow these guidelines to create a live chat survey:

  1. Ask a single question. Keep it simple and short.
  2. Use MCQs or a 5-point Likert scale. Let customers choose an option.
  3. The question needs to be relevant and highly personalized. For instance, if a visitor hasn’t seen the black jeans on your store, asking a question about black jeans might backfire.
  4. Create separate surveys for all the products instead of creating a single survey.

3. Exit Intent Popups

Now this is a bit controversial since Google doesn’t like popups. In fact, websites that use intrusive popups on mobile that block the entire screen aren’t appreciated at all by Google. But popups aren’t dead.

And they won’t be. If you know how to use popups without ruining UX, you’re good to go.

An exit-intent popup is triggered when a visitor is about to leave your website. Based on cursor movement, the popup is triggered when a visitor intends to leave your Shopify store.

It’s important what you ask visitors when they’re about to leave without buying. The right question can help you find why customers don’t convert to repeat customers and why visitors aren’t converting. You can ask a simple question and offer something in exchange for the visitors such as a discount or a free gift. Here is an example:

customer feedback shopify

It’s important to give something valuable to the visitors or customers if you want their honest feedback because they’re about to leave your Shopify store without buying and they’re least likely to respond to the feedback.

If you have created a simple feedback popup survey like this, the response rate will be quite low. Why someone should take the pain to tell you why they didn’t buy from your Shopify store?

customer feedback shopify

You need to make sure that customers participate in the survey and this is why it’s essential to offer a free gift, discount, free shipping, or anything valuable.

This feedback will help you identify issues that restrict potential buyers from placing an order. For instance, if a lot of people don’t buy due to a high shipping cost, you need to consider adjusting it.

4. Email

Nothing beats email for customer feedback collection for your Shopify store. You have the email addresses of your customers, all you have to do is create a feedback email campaign.

The best thing about email feedback is that you can conduct a complete survey like Airbnb.

airbnb survey email example customer feedback shopify

Customer feedback emails work best for large surveys. You have to compensate respondents for their time in the form of a discount, gift card, free gift, or anything valuable.

Here are a few actionable tips for collecting customer feedback via email:

  1. Send personalized emails.
  2. Keep the email short and simple.
  3. Ensure that your email copy and the survey are mobile-friendly.
  4. The subject should be clear. It should communicate the purpose of the email.
  5. Communicate the purpose of the survey and tell customers what’s in it for them (e.g. free gift, service improvement, product update, etc.).
  6. Test different subject lines and email copy and see what works best.

If you need to ask a single question via email, it is best to use the Emojics email widget. It lets you collect feedback via emojis.

emojics email widget

If you want to get feedback for a specific email campaign or email copy, using the Emojics email widget seems to be a perfect approach.


Collecting customer feedback is just the beginning. You can use any or all of the techniques discussed above to collect customer feedback for your Shopify store. I’d suggest using multiple feedback collection methods. Test them and figure out what works best for your store.

Once you start receiving responses from your customers, you need to see how you can use the data to boost conversions, sales, and to improve customer experience. The purpose of collecting feedback from customers is to better understand them and their preferences. So you need to incorporate the likes and dislikes of your ideal customers in buyer personas.

That’s how you can use customer feedback to power your marketing campaigns.

Shopify Plugin Feedback E-Commerce

Sabih Javed

Sabih Javed is a certified inbound marketer and an experienced digital marketing writer. His publications appeared on leading marketing blogs like JeffBullas, Yahoo News, TheNextWeb, Business2Community, and more. Connect with him @sabihjavedd