Post Purchase Survey and Review: Best Practices and Examples

Shopify merchants are jumping on the chance to enhance their post-purchase experience and gather more customer data with perfectly timed survey and review requests via order tracking pages.

Post Purchase Thank You Email Hero

What are post-purchase surveys and reviews?

We'll dive into the specifics of post-purchase surveys and reviews (along with examples) below, but first we have to understand what timeframe in the ecommerce customer experience we're talking about.

We're talking about the post-purchase experience.

What is the post-purchase experience?

The post-purchase experience describes the time frame after a customer buys from an online store. It takes customer communication and customer satisfaction into account.

Post-purchase customer communication includes transactional email and SMS that send customers to a tracking page. Once your customer clicks the purchase button, it's essential to promptly send branded and personalized transactional notifications. This ensures they stay informed about the status of their order every step of the way and helps alleviate your customer's concerns.

Shopify post-purchase

Shopify, a leading ecommerce platform, offers some functionality when it comes to the post-purchase experience but Shopify's out-of-the-box offerings cannot be customized greatly. For this reason, many merchants choose to add on another email service provider (ESP) and integrate it with other apps in the post-purchase space like Malomo that can enhance and segment transactional emails/SMS to make a better Shopify post-purchase experience.

There are many reasons why a Shopify brand would want their customers to have a good post-purchase experience. Here are some advantages to having great communication with your customers after they buy from you:

  • Increase CSAT: Your customers will be more excited to receive their package if they're told how close their package is to them
  • Decrease your team's support tickets around order tracking: By proactively sending notifications to your customers, they won't have to inbound to your team to ask where their package is. These types of tickets are known as WISMO ('where is my order') tickets.
  • Increase brand awareness and customer loyalty: By designing your tracking page to be on brand and match your brand voice, your customers will be more familiar with what your brand stands for. In turn, your customers will be more loyal to the brands they know well and love.
  • Generate more revenue from order tracking: Branded tracking pages allow Shopify brands to cross and upsell to their customers during the post-purchase experience. Let's chat more about that below.

Shopify post-purchase upsells

Because transactional emails and SMS notifications can only include limited marketing collaterally, a lot of Shopify brands turn to the order tracking page as a place to market to their customers. This is where Shopify post-purchase upsells come to shine.

Post-purchase upselling and cross-selling is meant to encourage customers to add complementary or upgraded items to their shopping carts.

An upsell occurs when a customer supplements their initial order with additional items. This could involve selecting a pricier option (such as a premium version of their original purchase), increasing the quantity of an item already in their cart, or opting for a smaller variant (like a travel-size version of their original item).

Similarly, a cross-sell involves a customer adding another product to their cart that complements their original purchase.

For instance, if a customer buys shampoo, an upsell might entail them also purchasing the same shampoo in bulk or travel size, or signing up for a subscription for monthly deliveries. On the other hand, a cross-sell could involve the customer adding conditioner to their purchase. There are a ton of ways to get creative with cross-selling and upselling, but here are some examples of the best post-purchase upsells for Shopify.

What is a post-purchase survey

A post-purchase survey in ecommerce is a tool used by online retailers to gather feedback from customers after they have completed a purchase. These surveys typically ask customers about their shopping experience, satisfaction with the product, delivery process, and overall level of service. The aim is to collect valuable insights that can help businesses improve their offerings, customer service, and overall shopping experience. Post-purchase surveys may be sent via email, displayed on the website after checkout, integrated into the order confirmation page, or during the order tracking process.

Customers tend to provide feedback more readily after completing their checkout or after providing some sort of incentive, such as a discount code for their next purchase, loyalty points, or a free sample gift.

Post-purchase surveys offer valuable insights into your customers' experiences, shopping behaviors, preferences, and dislikes. They are particularly crucial because customers who have had a negative experience are less inclined to return and shop, so understanding what customers don't like about shopping with your brand is crucial for enhancing conversions. Alternatively, you can utilize post-purchase surveys to gauge the effectiveness of your advertising efforts by inquiring about where customers discovered your brand.

Post-purchase survey best practices

Every eCommerce brand should leverage surveys for data collection. Here are some fundamental tips, examples, and best practices for implementing your post-purchase survey:

  1. Prompt feedback at the right moment: Timing matters—ask for feedback immediately after the purchase or delivery. Integrate a survey widget on your tracking page or website to capture shoppers' thoughts while the experience is fresh.
  2. Keep surveys concise: Strike a balance—while customers may be inclined to give feedback post-purchase, keep the survey brief. A concise survey, typically one or two questions, increases the likelihood of completion.
  3. Define clear objectives: Align survey questions with your marketing objectives. For instance,
    1. Evaluating marketing budget? Inquire about how customers discovered your brand.
    2. Facing checkout abandonment? Solicit feedback on the checkout process.
    3. Observing declines in traffic? Gather insights on other brands shoppers are interested in to stay competitive.
  4. Optimal page placement: For minimal disruption, consider a discreet sidebar slider on the order confirmation page following checkout or a timed popup on your order tracking page. Intentional placement ensures visibility without intruding on the shopping or tracking experience.
  5. Regular reviews: Continuously surveying your customers provides valuable data. You and your team will want to set a review schedule to analyze results to enhance your website, checkout process, marketing strategies, order tracking, and more.
  6. Introduce fresh queries: Prevent monotony by rotating survey questions every few months. Tailor questions for repeat buyers to gather new insights about these users and adapt your approach accordingly.

What are post-purchase reviews?

Post-purchase reviews are feedback or evaluations provided by customers after they have bought and used a product or service. These reviews typically reflect the customer's experience with the purchased item, including its quality, functionality, and overall satisfaction. Post-purchase reviews play a crucial role in informing potential buyers about the product's performance and aiding them in their purchasing decisions. They are commonly found on e-commerce platforms, review websites, and social media channels.

Some ecommerce brands decide to showcase reviews from their customers on their website, product descriptions, and social media as user generated content (UGC). When customers are shopping and see reviews or 5-star ratings from other customers, they're more inclined to purchase.

How to time post-purchase reviews

Perfectly timing of a post-purchase review is crucial for several reasons:

  1. Freshness of Experience: Feedback provided immediately after purchase is likely to be more accurate and detailed because the customer's experience with the product or service is still fresh in their mind. They can provide specific insights into their thoughts, feelings, and any issues encountered during the purchasing process or product usage.
  2. Relevance: Timely reviews are more relevant to potential customers who are considering purchasing the same product. When reviews are recent, they reflect the current state of the product and its performance, helping future buyers make informed decisions.
  3. Opportunity for Improvement: Prompt feedback allows businesses to quickly identify any issues or areas for improvement in their products or services. Addressing customer concerns promptly demonstrates a commitment to customer satisfaction and can lead to increased loyalty and positive word-of-mouth recommendations.
  4. Conversion Optimization: By soliciting reviews shortly after purchase, businesses can capitalize on the customer's positive experience and satisfaction, increasing the likelihood of receiving favorable reviews. Positive reviews can influence other potential customers and drive conversions.

Post-purchase review email examples

Here are some examples of post-purchase review email templates:

  1. Personalized Thank-You Email:
    1. Subject: Thank You for Your Purchase, We'd Love Your Feedback!
    2. Hi [Customer Name], Thank you for choosing [Your Brand]! We hope you're enjoying your recent purchase. We'd love to hear about your experience. Could you take a moment to share your thoughts with us? Your feedback helps us improve and serve you better.
    3. Click here to leave a review [Link to Review Platform].
    4. Thanks again for your support! Best regards, [Your Brand]
  2. Incentivized Review Request:
    1. Subject: Share Your Feedback and Get 10% Off Your Next Purchase!
    2. Hi [Customer Name], We hope you're loving your new [Product Name]! Your opinion matters to us, and we'd appreciate it if you could share your thoughts in a quick review. As a token of our appreciation, we're offering you a 10% discount on your next order when you leave a review.
    3. Share your feedback now [Link to Review Platform].
    4. Thank you for being a valued customer! Regards, [Your Brand]
  3. Product-Specific Review Request:
    1. Subject: How's Your [Product Name] Experience?
    2. Hi [Customer Name], We hope you're enjoying your [Product Name] from [Your Brand]! We're reaching out to hear about your experience with it. Your feedback helps us ensure we're meeting your expectations and those of our other customers. Would you mind taking a moment to share your thoughts by leaving a review? Your insights can guide others in their purchasing decisions and help us improve our products and services.
    3. Leave your review here: [Link to Review Platform].
    4. Thank you for being a valued customer, and we look forward to hearing from you! Best regards, [Your Brand

Enhance post-purchase surveys and reviews with Malomo

With an average of customers checking their tracking page 4.6 times per order, placing a post-purchase survey and/or review request on an order tracking page makes sense. Malomo simplifies this process, empowering you to elevate the ecommerce post-purchase experience via integrations with leading survey and review platforms like Junip, Justuno, and Okendo.

Examples of tracking pages showcasing reviews & ratings!

Shopify merchants love to showcase ratings (with a hyperlink to reviews) in their cross-sell and upsell section on their tracking page. View our full library of tracking page inspiration to see all the other marketing initiatives you can display on your branded tracking page!


DefineMe Fragrances won our Tracking Page Design Dash Challenge with their beautifully branded order tracking page. Their team utilized the Tracking Page Creator to showcase UGC videos, trending products, referral programs, and SMS capture.

Check out more about branded order tracking
Vessi tp

For their tracking page, Vessi uses Malomo.js to build a fully customized experience for their customers. They also use Klaviyo, Loop, Okendo, and Gorgias to enhance their post-purchase experience even further.

Epic gardening tracking page

Epic Gardening sends their customers to a personalized tracking page to keep them updated and to showcase relevant best sellers.

Wellspring repeat buyer

Wellspring segments their new and repeat customers for different post-purchase experiences. On this repeat customer tracking page, they lead with their full catalog of products.

Want to see your brand's order tracking page can increase survey and review replies?

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