CSAT Survey Uncovers Hidden Headaches

The team at Enlightened Equipment had already done a lot to make their site easier to use — watched session recordings, dug into heatmaps, you name it.

A ton of improvements made the site feel better, but they still wanted a way to spot issues without the endless research.

So we did something simple: added a CSAT survey asking, “How was your shopping experience?”

The feedback showed us stuff we would never catch otherwise.

One big one: customers were running into a promo code issue we hadn’t spotted. The welcome discount wasn’t working — but only on sale items. The real problem? Nowhere on the site explained that.

Easy fix: we added a quick explanation in the right spot.Big picture: analytics show what is happening. Surveys show how it feels.

And while surveys like CSAT, NPS, or product feedback often get bumped down the to-do list (since they don’t drive immediate revenue)… here’s the twist:

Fixing those hidden friction points is exactly what makes people come back — and that’s where the real revenue starts stacking up.