Understanding what your customers are actually thinking is one of the biggest competitive advantages an ecommerce brand can have. But collecting feedback is only half the battle, knowing how to turn that data into better marketing, higher conversions, and smarter business decisions is where the real opportunity begins.

In this episode of Shopify Happy Hour, Dan sits down with Jason Zigelbaum, founder and CEO of Zigpoll, one of Shopify's leading zero-party data platforms. After collecting more than 100 million survey responses across thousands of brands, Jason shares how ecommerce businesses can use customer feedback, AI, and survey technology to uncover insights that directly improve their websites, marketing, and customer experience.

You'll hear how Jason:

• Built Zigpoll by listening to how customers naturally used the product and evolving the platform around real demand.
• Helps brands collect actionable customer feedback through post-purchase, on-site, and email surveys.
• Recommends the three survey questions every ecommerce brand should be asking customers.
• Uses AI to analyze thousands of customer responses and uncover trends in minutes instead of days.
• Built and scaled multiple Shopify apps as a solo founder by focusing on distribution and customer feedback.
• Thinks about continuous product improvement by letting customers, not assumptions, guide business decisions.

We also get into the bigger picture:

• Why post-purchase surveys are one of the most valuable tools for improving marketing attribution and customer segmentation.
• How open-ended survey responses uncover customer insights brands never expected.
• Practical ways AI can connect survey data, product reviews, and customer behavior to improve website performance.
• How brands can use customer language to create more effective product pages and advertising.
• Why the best-performing ecommerce brands don't just collect customer feedback—they consistently act on it.
• The importance of choosing the right distribution channel when building a SaaS business from the ground up.
  📊 Whether you're an ecommerce founder, marketer, agency owner, or SaaS builder, Jason shares practical frameworks for turning customer feedback into better decisions, stronger marketing, and faster business growth.

Brands & Mentions:

• Zigpoll
• Shopify
• Klaviyo
• Revio
• Seguno
• Salesforce
• Baremetrics
• Atlassian
• Asics

Chapters

00:00 Introduction to Jason Zigelbaum & Zigpoll
02:28 Coffee preferences & founder routines
04:23 The problem Zigpoll set out to solve
07:56 Building as a solo founder & landing early customers
10:55 The three survey questions every ecommerce brand should ask
15:30 Real-world examples of survey-driven marketing improvements
17:10 Using surveys to increase website conversion rates
21:05 How AI is transforming customer feedback analysis
25:17 Creative ways brands use surveys beyond post-purchase
29:06 What separates brands that succeed with customer data
33:30 Speed Round
36:30 Where to connect with Jason Zigelbaum