User-generated content is one of the best ways to gain customer insight into your business. In this case, we’re not talking about a tweet or a blog, but rather the information that customers input into Magento. There are several ways to use customer feedback and Magento features to create an optimized shopping experience.
User-generated tags
In addition to the product tags you create on the back end, users can submit tags for products as well. This tag can be added to the product page and become searchable, which helps other customers looking for that product. User generated tags can also help national companies appeal to regional dialect. For example, some people here in Lancaster refer to a faucet as a “spicket” or “spigot.” A business that sells household items could benefit from a customer who tags a faucet as a “spicket” or “spigot” because it will help others from that area to find that product over a competitor’s. Not to mention, it always helps when a user feels like their thoughts are taken into account by a company. These tags are monitored and approved in admin, so no worries about changes without permission.
Saved search criteria
Magento comes with several features that can improve the search experience for your customers. The Enterprise Edition comes with Elasticsearch, which displays suggested search terms when a customer misspells a word. Magento Enterprise also has an admin dashboard where you can monitor data about user searches. This data can inform the way search results are structured. For example, you can use the Search Terms report to determine the most commonly searched keywords on your site. If users are searching for a product but not finding it, you can redirect that search result to a relevant landing page. Knowing the most popular search terms can also help inform your marketing and advertising efforts.
Polls
Asking customers for feedback is always helpful to your business. Magento has made it easy with the polls feature. The poll displays as a small box in the sidebar. Polls include several nifty features such as allowing only one vote per IP address, ability to open, edit, or close a poll at any time, and ability to run multiple polls at the same time. Results can be monitored in the admin dashboard. Polls can be used for a variety of purposes such as building buyer personas, informing future trends, evaluating customer service, overall customer satisfaction, and many more.
User reviews
For many customers, product reviews are a large part of the decision to buy. Reviews can be moderated and approved or rejected from the admin menu. Magento reviews are a standard star rating and can be done for any and all products. You can determine if any user can write a review, or if they need to create an account first. Rewards can be given to users who provide reviews, a helpful customer loyalty element. There is also a product reviews report available in admin. This report lists the average rating for a product, the number of times it was reviewed, and the number of reviews submitted by each customer.
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