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In the world of e-commerce, where trends change rapidly and the consumer expects an immediate response, every second of delay can cost lost orders and customer satisfaction. When the conversion rate suddenly drops by 20%, the number of abandoned shopping carts increases, or a new feature generates unforeseen customer reactions, e-commerce stores need answers - and they need them immediately. In these situations, traditional interim surveys that take months are simply too slow and too inflexible.
This is where ad hoc surveys become an invaluable tool. These flexible, one-time research projects, executed with lightning-fast precision through the YourCX platform, allow you to quickly diagnose problems, test new solutions and take action based on real data - often within days, not months. With YourCX, instant feedback is at your fingertips, giving you a competitive advantage in optimizing the customer experience.
Ad hoc surveys are flexible, one-time research projects undertaken in response to specific, current business challenges of an online store. The term "ad hoc" derives from Latin and means "for this purpose." - meaning a study dedicated to identifying a specific problem.
The key distinguishing feature of this marketing research is its temporariness and focus on providing operational knowledge quickly. Unlike continuous research, which is conducted in set cycles, ad hoc research is created "on demand," responding to single needs or random events.
| Aspect | Ad hoc research | Continuous research |
|---|---|---|
| Frequency | One-time, "on demand" | Regular, cyclical |
| Duration of the study | 1-6 weeks | Long-term monitoring |
| Purpose | To solve a specific problem | Track trends over time |
| Flexibility | Very high | Limited by established procedures |
E-commerce as a research environment offers unique opportunities. Online stores generate huge amounts of behavioral data in real time - from navigation paths to moments of shopping cart abandonment. This rich database of information makes it possible to instantly conduct quantitative research using computer assisted web interviewing or analysis of foundational data.
The digital environment also allows respondents to be reached instantly through surveys displayed on the site, email or SMS notifications. As a result, survey time can be reduced to a minimum, and respondent responses can be collected while the purchase experience is still fresh in the mind.
The main advantage of ad hoc surveys is the possibility of instant implementation. The methodology is each time "tailored" to the specific problem - elements of qualitative and quantitative research can be combined, research tools can be adapted to the specific situation, and even the interview scenario can be modified during the survey.
In practice, this means that after observing an anomaly (e.g., a drop in conversions after a UX update), a store can launch a study the very next day and receive the first conclusions within a week.
Identifying the problem and responding quickly are key elements of e-commerce success. Ad hoc surveys are particularly valuable in specific situations that require immediate attention and action.
When conversion rates suddenly drop, every day of delay means lost revenue. Ad hoc surveys allow you to quickly identify the causes - whether the problem lies in new functionality, changes in the payment process, or perhaps in product presentation.
Typical approaches include short surveys displayed to users at the checkout stage, analysis of session recordings, or quick A/B tests of different site variants. This allows you to determine which elements of the sales funnel need to be optimized in the shortest amount of time.
The introduction of new solutions - chatbots, payment methods like BLIK or Apple Pay, product recommendation systems - always carries risks. Ad hoc testing allows you to test these innovations on a limited group of users before full implementation.
This can include a focus group with customers about the new interface, in-depth interviews about payment preferences or testing the usability of new features.
After any major modification to the shopping process - a redesign of the checkout, a change in the ordering sequence of steps, new delivery options - it is crucial to study customer reactions. Ad hoc surveys allow you to immediately detect potential hot spots and make adjustments.
The introduction of a new product line or an entire category is a moment when you need to learn as soon as possible about customers' needs and preferences. Exploratory research can reveal how audiences perceive the new offering, what their price expectations are, and how to position products relative to the competition.
Especially during busy promotional periods like Black Friday or Cyber Monday, stores need quick feedback on the effectiveness of their efforts. Ad hoc research allows you to assess which messages resonate with customers, which channels yield the best results and how to optimize advertising spending.
A sudden increase in returns is a wake-up call that requires an immediate response. Ad hoc research can quickly identify whether the problem lies in inaccurate product descriptions, delivery issues, or a discrepancy between expectations and reality.
Effective ad hoc research in an e-commerce environment requires the right choice of methodology for the nature of the information being collected and the specifics of the problem being studied. Online stores can use both quantitative and qualitative approaches, often combining them into hybrid research projects.
Quantitative research in e-commerce focuses on analyzing numerical data and behavioral trends. Their main advantage is the ability to quickly reach a large group of respondents and obtain statistically significant results.
The online survey remains one of the most popular tools in ad hoc research. Surveys can be sent to specific customer segments - for example, to people who have abandoned a shopping cart in the last 24 hours, or to customers who have made a purchase in a specific product category.
The key is the proper wording of the questions - each question should be clear and lead to specific business conclusions. A survey questionnaire for e-commerce often includes both closed-ended questions (to create statistics) and open-ended questions (to gain a deeper understanding of motivations).
Analyzing foundational data from analytics tools can identify user behavior patterns at a glance. Ad hoc research can analyze navigation paths, exit points from the site, the effectiveness of different traffic sources or behavior by device.
Particularly valuable is the segmentation of users according to various criteria - geographic, demographic, behavioral - which makes it possible to identify which group faces the greatest problems.
Quantitative testing in the form of A/B testing makes it possible to compare the results of different variants of a page under controlled conditions. In e-commerce, you can test everything from the colors of "Add to Cart" buttons to product descriptions to entire checkout flows.
The key is to properly define the metrics of success and the duration of the test so that the results are statistically significant.
Automated follow-up surveys allow you to collect feedback from customers while the purchase experience is still fresh. Short surveys (3-5 questions) sent 24-48 hours after product delivery can provide valuable information about the entire customer journey.
Qualitative research provides a deeper understanding of the motivations, emotions and decision-making processes of e-commerce customers. Although they involve a smaller number of respondents, they provide richer and more contextual information.
Individual in-depth interviews are one of the most important tools in qualitative research. In the context of e-commerce, they allow to understand how customers perceive the shopping process, what barriers they face and what influences their decisions.
The interview scenario should be flexible, allowing exploration of unexpected threads. Interviews can be conducted remotely via video platforms, which is particularly convenient for online store customers from different regions.
UX testing allows you to observe how users actually navigate the site, where they encounter problems and how they interpret the various interface elements. They can be conducted both in the lab and remotely.
In usability testing, participants perform typical tasks - searching for a product, adding to a shopping cart, finalizing an order - while the researcher observes their behavior and asks questions about their thoughts and feelings.
Hotjar-type tools allow you to analyze actual user sessions on the site. Ad hoc research can focus on specific segments - for example, users who abandoned a shopping cart at a certain stage or people using a new feature.
This method is particularly valuable because it shows actual behavior without the influence of the researcher's presence effect.
Focus group interviews conducted online allow for a moderated discussion with a group of 6-8 customers about new products, categories or functionality. In an e-commerce environment, they are particularly useful for testing concepts before implementation.
A mystery shopper in e-commerce is a person who goes through the entire shopping process, evaluating each stage of it. This method allows for a holistic evaluation of the customer experience from the perspective of a real user.
The mystery shopper can test different purchase paths, customer service contact methods, the returns process or delivery quality, providing a comprehensive assessment of the entire customer journey.
Successfully conducting ad hoc marketing research in an e-commerce environment requires a well-thought-out methodology that takes into account the nature of e-commerce and the need to act quickly. Clearly defined objectives, appropriate research sampling and the right tools are key.
Any ad hoc research should begin with a precise definition of the business problem and hypotheses to be tested. In e-commerce, the objectives often relate to specific metrics - conversion rate, average order value (AOV), cart abandonment rate or Net Promoter Score (NPS).
For example, if a store has seen a drop in conversions after introducing a new checkout, the hypothesis might be: "The new payment interface is less intuitive for users 50 years old." A hypothesis formulated in this way indicates a specific group to study and an aspect to test.
In ad hoc research for e-commerce, the sample is often selected in a purposive manner, focusing on specific customer segments. This could be a group of users who aborted a purchase at a certain stage, new vs. returning customers, or people using a particular device or browser.
For quantitative research, the minimum sample is 100-200 respondents to get statistically significant results. For qualitative research, 8-12 respondents are sufficient, as above this number there is often thematic saturation - subsequent participants do not bring new information.
A typical ad hoc e-commerce project takes 1-6 weeks, although the simplest surveys or tests can be implemented in just a few hours. The schedule typically includes:
In emergency situations (e.g., a serious technical problem affecting conversion), the process can be shortened to a few days.
Ad hoc research in e-commerce is applicable to a wide range of business situations. Below are specific scenarios in which these flexible research projects can bring tangible benefits to online stores.
On average, 70% of e-commerce shopping carts are abandoned before the purchase is finalized. Ad hoc research can quickly identify the causes of this phenomenon and make adjustments. Typical approaches include:
Exit-intent surveys: Short questions displayed to users leaving the site at the payment stage. They can reveal specific barriers - excessively high delivery costs, lack of a preferred payment method, or technical problems.
Conversion funnel analysis: Using analytics tools to identify the points at which users are most likely to abandon the process. Surveys with users who abandoned a shopping cart at a specific point can provide deeper insights into the reasons.
A/B testing of different checkout options: comparing the results of different versions of the payment process - single page vs. multi-step process, different payment options, alternative ways of presenting delivery costs.
The introduction of new payment methods like BLIK, Apple Pay, or Buy Now Pay Later (BNPL) solutions is an important business decision. Ad hoc research allows you to see how customers perceive the new options and whether they actually increase conversions.
Focus group interviews with different age segments can reveal preferences for security, convenience and speed of payment. Computer assisted personal interviews can test the interfaces of various payment methods and identify potential usability issues.
The effectiveness of e-commerce loyalty programs depends on how well they meet the actual needs of customers. Ad hoc surveys can find out which benefits are most attractive, what mechanisms for earning points are most intuitive, and how to simplify the rewards redemption process.
Exploratory research with active program participants can reveal unexpected uses of the loyalty system, while exploratory research with non-participating customers will help understand barriers to entry.
In an era of increasing customer expectations for fast and efficient service, the quality of live chat can significantly affect satisfaction and loyalty. Ad hoc surveys can assess various aspects of service - response time, competence of consultants, efficiency of problem solving.
Mystery shopper can test service in various scenarios - questions about products, problems with an order, return process. Post-chat surveys allow you to collect feedback immediately after the conversation, when the experience is still fresh in the customer's mind.
Product recommendation systems are one of the key elements for increasing the value of the average order. Ad hoc studies can test which recommendation algorithms are most effective for different product categories and customer segments.
A/B testing of different types of recommendations ("frequently bought together," "similar products," "based on purchase history") can optimize algorithms. Interviews with customers reveal how they interpret recommendations and whether they find them helpful in the buying process.
Successfully conducting ad hoc marketing research in e-commerce requires the right set of technological tools. Choosing the right platforms can significantly affect the quality of the data collected, the speed of the project and the cost of the survey.
YourCX stands out as a tool designed specifically for customer experience research in online channels. The platform offers instant survey deployment, advanced customer journey analysis and real-time feedback management.
Key functionalities include:
In practice, this means that after observing a problem (e.g., an increase in returns in a specific category), a store can run a targeted study within hours, not days.
The effectiveness of ad hoc surveys depends not only on the quality of the data collected, but more importantly on the ability to analyze it and translate it into specific business actions. In a dynamic e-commerce environment, the speed of implementation of conclusions is often as important as their accuracy.
Data visualization tools such as the YourCX platform allow you to create interactive dashboards and reports that present key insights in an accessible way. In the context of e-commerce, visualizations showing:
Conversion Funnels: A graphical representation of the points at which users are most likely to leave the purchasing process, with comparisons of results before and after changes are made.
Customer segmentation: Graphs showing the behavior of different demographic, geographic or behavioral groups to identify the most problematic segments.
Journey mapping: A visual representation of customer paths through the online store, marking points of frustration and moments of positive experience.
Analysis of ad hoc survey results should focus on gaining operationally useful insights. In e-commerce, this means a focus on data that can translate into specific changes for the online store.
Prioritization of issues: Identify issues with the greatest impact on revenue - for example, a problem with 5% of users generating 20% of sales deserves a higher priority than a problem with 50% of users generating 5% of revenue.
Quick wins vs. strategic changes: Distinguish between actions that can be implemented in days (e.g., changing text on a button, adding delivery cost information) and those requiring longer development work.
Hypothesis testing: Each recommendation should be formulated as a testable hypothesis with specific metrics for success and evaluation time.
Systematic ad hoc research for e-commerce stores brings tangible business benefits that can be measured by specific metrics. The investment in fast, flexible marketing research usually pays for itself many times over by optimizing key business processes.
Industry data shows that properly implemented ad hoc research can increase conversion rates by an average of 15-30%. This increase comes from systematically identifying and eliminating barriers to the customer journey.
For example, investigating the reasons for shopping cart abandonment can reveal that 40% of users abandon a purchase due to unexpected delivery costs. Introducing a transparent delivery cost calculator already on the product page can significantly reduce this problem.
Similarly, an analysis of the checkout process can show that users have problems with the registration form. Introducing a guest checkout option often leads to an immediate 10-20% improvement in conversion.
Ad hoc research can identify the most effective customer acquisition channels and optimize ad spend. Analysis of user behavior from different traffic sources can reveal that customers from organic search results have 3x higher LTV than those acquired from paid social ads.
Such knowledge allows you to reallocate your marketing budget and focus on channels with the best ROI. In practice, this can mean reducing CAC by 20-40% while maintaining or increasing the volume of new customers.
Regular ad hoc customer satisfaction surveys make it possible to quickly identify and address issues affecting customer loyalty. Stores that systematically conduct such surveys see an increase in NPS of 15-25 points per year.
Follow-up surveys with customers who have given low ratings are particularly valuable. Quickly responding to their feedback and resolving reported issues often turns detractors into promoters, which has a positive impact on word-of-mouth marketing.
Ad hoc surveys of purchase preferences allow optimization of cross-selling and up-selling strategies. Analysis of correlations between products can reveal unexpected relationships that can be used in recommendation algorithms.
For example, a study may show that customers who buy electronic products often also look for premium accessories, but current recommendations focus on low-cost accessories. Changing the algorithm to show more expensive but better-fitting accessories could increase AOV by 20-30%.
Ad hoc research provides a deep understanding of how customers actually navigate the online store, what motivations they have at different stages of purchase and where they encounter the biggest problems.
This knowledge allows for holistic optimization of the customer experience that goes beyond individual touchpoints. Stores that systematically analyze the customer journey see a 25-35% increase in customer retention and a 20-40% increase in purchase frequency.
In a dynamic e-commerce environment, speed of response to change can be crucial to maintaining a competitive advantage. Ad hoc research allows informed decisions to be made in days rather than months.
This speed is particularly valuable during:
Ad-hoc research allows you to test new solutions on a small scale before full implementation. This fail-fast methodology significantly reduces the risk of costly mistakes.
For example, testing a new checkout interface on 10% of traffic can reveal usability issues before they affect the entire customer base. The cost of such a test is negligible compared to the potential losses from implementing a problematic solution across the entire store.
A typical investment in ad hoc testing (PLN 15,000-30,000 per year) pays for itself many times over by:
Ad hoc research in e-commerce is not a luxury, but a necessity in today's competitive e-commerce environment. They allow you to react quickly to changes, optimize key business processes and make decisions based on real data, not assumptions.
The key to success is choosing the right methodology, the right tools and systematically implementing the results. Stores that invest in ad hoc research gain a competitive advantage by better understanding customer needs and adapting their offerings faster to changing market expectations.
Today, when customer experience determines business success, ad hoc research is becoming a strategic tool for the development of any online store. The investment in these flexible, rapid research projects pays for itself many times over by increasing conversions, reducing customer acquisition costs and building long-term loyalty.
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