Optimizing Your Website’s Customer Feedback

Optimizing Your Website’s Customer Feedback

No matter what industry you’re in, customers’ comments and criticisms are invaluable to your business.

If you’re like most companies, your customer service or support team will know more about your customers’ needs and concerns than your sales team. Gathering, organizing, and sharing customer feedback is crucial for any business.


It provides actionable insight into creating a better product or a better shopping experience for your customers and will result in better business decisions.

Types of customer feedback methods:

– Direct Email
– Customer feedback surveys
– Comment boxes
– Customer contact forms
– On-site activity (e.g. reviewing website analytics)


Your business is not the only one curious about your customers’ feedback. Your potential future customers want to hear what your customers have to say. Some will solely base their final decision on whether or not to buy your product, simply based on customer reviews. The number of online consumers who read and trust online reviews is increasing. According to a survey by BrightLocal, 88 percent of consumers trust online reviews as much as personal recommendations — which is incredible, considering most online reviews are posted by total strangers.

Enabling comment boxes for customer reviews on your website will not only provide you with insightful information, but it will also help with the SEO (search engine optimization) side of things. Comment boxes, and even forums, have a positive effect on your company’s organic search rankings on search engines. They ultimately increase the amount of unique content your site offers. As a result of this, over time, you’ll be seen as having higher authority on the search engines, with more relevance, and a higher chance of getting those pages ranked.

Things to remember:

It’s not always easy to know who to ask or even the best way to phrase your questions, so don’t rush through it. Create smart, open-ended questions and avoid “leading” and “loaded” questions.  Think of what you want to ask, and when you want to ask it.

The following diagram is an example of what you should be considering:

Lastly, make sure to follow up. Email them back, reply to that post, call them on the phone (if that’s an option).  Let the user feel like their comment has been read, and it’s not just sitting there being ignored. No customer will continue to express their feelings and experiences if they feel no one is listening.

Rob Pacinelli

Roberto Pacinelli is the VP of The Best Media and Senior Digital Marketing Strategist with a career in digital marketing spanning over 19 years. Roberto and The Best Media have helped thousands of small, medium and large businesses succeed online across Canada, USA and the world with many business owners recognizing Roberto and his team as their Key to Success in helping their businesses earn millions of dollars as a result. Call Roberto Pacinelli at 416 253 0934 or email him at