In the competitive world of home decoration and e-commerce, the digital experience (DX) can make or break a business. For Veneta, one of the Netherlands’ largest online retailers of window treatments, the website sits at the heart of the customer journey.
The products Veneta sells require a higher level of engagement; it’s not something you just buy on a whim. This means that Veneta’s typical customer has a longer decision-making process than in other parts of the retail industry. Understanding what customers want, and why, is therefore essential. By leveraging consumer insights, Veneta strengthens relationships and drives conversion.
To support their customer feedback programme, the Veneta team has chosen Mopinion.
Creating a frictionless online journey is key when it comes to customer retention within e-commerce. After all, according to PWC, 32% of consumers say that they would abandon a brand they love after just one bad experience. To create a good interaction, however, it is vital to identify what your customers want and any friction points in their online journey.
Chantal Sanders, Conversion Rate Optimisation (CRO) Specialist at Veneta, explains that this is the very reason they collect feedback from their website. To understand their customers better and to remove obstacles in the digital journey.
Varied personas require precision
So, what does Veneta’s typical online customer look like? The short answer is: it varies.
As mentioned, Veneta specialises in window treatments, and its website has multiple purposes:
- It allows customers to purchase custom window decorations themselves…
- … or with the help of a personal advisor
- Customers can also order free colour samples to weigh their options at home, in their own time
Because of these various routes, Veneta sees a wide variety of customers who come to their website for a range of facilities. From family homes and villas to offices and campers.
To understand these customer types, it’s important for Veneta to be able to collect insights throughout the journey.
They all have separate wants and needs, which means that they visit different pages and take different steps on them. Customer feedback helps explain the ‘why’ behind their behaviour, which unlocks concrete improvement action points.
“Ultimately, customer feedback enables us to make better optimisation proposals and to structurally improve the digital experience,” Chantal explains.
From quantitative data to the full picture
Veneta has had a solid customer experience optimisation strategy in place for a long time. Previously, however, the team had a strong focus on purely quantitative data.
While they gained valuable insights, they were still missing the ‘why’ behind the numbers: the reasons customers behaved as they did. This gap led Veneta to realise they needed a digital feedback solution.
Customer feedback combines both quantitative and qualitative data, offering a clearer picture of user behaviour. It reveals insights such as why someone abandons their basket, leaves a signup page before entering their details or visits an FAQ page.
This kind of information helps identify friction points and shows what needs to change to improve the overall online experience.
That said, Chantal explains that before the choice fell on Mopinion, they were actually using another software for gathering consumer insights.
“However, this tool had limitations in collecting feedback through the entire customer journey, as well as analysing it once it had been collected.
The fact that Mopinion let us do this seamlessly is how the choice fell on them back in 2024.”
A non-disruptive feedback experience
Nevertheless, being able to collect feedback at different places of the customer journey isn’t enough to ensure relevant comments and a high response rate.
You also need to keep the user experience (UX) in mind when designing and placing the forms. Where and when feedback forms appear on the website is crucial to the success of the campaign you are running.
Chantal elaborates further:
“We want to collect feedback across different touchpoints without disturbing the customer during their online journey or creating obstacles for them.
One example of how we did this using Mopinion is a test we ran on our product listing pages (PLP). We recreated a filter attribute and placed a feedback form at the bottom of it.
For users, this is a logical place to give feedback on missing filters. Additionally, from a UX perspective, it aligns with the design system.”
Image: On Veneta’s product listing page, a form asks “Are you missing a filter?” with the options “Yes/No”. The follow up question asks “What would you like to filter on?”
Optimisations based on Customer Effort Score (CES)
Currently, Veneta is conducting a Customer Effort Score (CES) campaign at several conversion points on its website. This is done to find out how easy or hard it is for customers to go through certain actions. When these flows are optimised for usability, it enhances the experience of gathering inspiration and gaining knowledge of the products.
One of the ways Veneta facilitates this is with its online measuring tool. This is a free service, giving customers advice and consultations based on pictures that are uploaded to the website.
Measuring your CES is a tried and true way to suss out friction points and remove them to boost conversions.
Image: This CES form asks “How much effort did it take you to complete your goal on our website?”
“We measure the CES for all three of our conversion types: online orders, consultation requests and colour sample requests,” Chantal explains and continues.
“To avoid disrupting the user journey, we do this on the thank-you page, immediately after the customer has converted. This way, we can still collect relevant feedback in the moment.”
On their CES feedback form regarding colour samples, Veneta received a great amount of feedback that led them to improve this specific customer journey.
Image: This form asks “What would make it easier for you to request colour samples?” followed by a list of options.
“Based on the feedback we received, we ran an analysis based on device and page type, which led us to see concrete improvement points that we included when designing our new website.”
Collecting feedback within A/B tests
Aside from this, Chantal’s team is also measuring the impact of their online content.
They do this by placing feedback forms on their FAQ page and in their guides. This helps them understand if their customers are finding the information that they need. If not, the team updates the content to include what’s missing.
That being said, Veneta also does a lot of A/B testing on its website and uses feedback as an important data point for any optimisations.
A recent example of this is a test Veneta did for their blinds product category. Chantal explains:
“Through this test, we identified a need for more specific settings. This led us to expand our filters and add labels, which have shown a positive impact on the customer experience.
It’s very valuable for us to be able to show feedback forms within an A/B test, allowing us to combine statistical results with qualitative feedback.”
Image: The form asks “What do you think about our assortment?” with the follow up question “What do you like about our assortment?”, followed by a list of options.
Easy to use and highly scalable
To conclude, Chantal says that they have seen the positive impact collecting feedback has had on their business by a steadily rising customer satisfaction score. Using Mopinion has played a big part in realising their feedback strategy.
“Mopinion is easy to use. You can quickly set up a form, and it’s highly scalable, which makes it suitable for different team members.
Because of its usability and the insights we gain, Mopinion has become a core part of our Conversion Rate Optimisation (CRO) toolkit. We learn a lot from our customers through the use of Mopinion and would absolutely recommend it to other companies looking for a digital feedback solution.”
Thank you to Chantal Sanders and the Veneta team for helping us tell their story.
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