How Quillform rebuilt its storefront integration to keep customers close
Quillform runs post-purchase surveys for ecommerce brands, asking the two questions merchants actually need answered: how did you hear about us, and why did you buy today. It handles more than 118,000 responses a day.
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Book a demoQuillform is a customer-survey platform built around what happens after checkout. Its founder, Elias Vantorre, set out to give merchants a straight answer on where their orders actually come from.
Seamless-looking integrations are rarely seamless underneath. To route survey data into the tools its customers already run, Quillform needed a connector layer it did not want to own.
The challenge: rebuilding the original storefront integration
Elias had written the first integration himself. It worked, but every new destination meant another sync job, another auth flow, and another field-mapping table to keep current.
Adding a script to the order-confirmation page and reading the storefront API was the easy half. Making sure a response landed against the right customer record, every time, was not.
“The more complicated the integration, the more room there is to get it wrong,” he says. “The nice thing is that now we have a standard process. Deploying more integrations doesn't scare us.”
The outcome: a better end-user experience
Quillform collects insights that help brands see how their customers found them. Two use cases came up again and again:
- Tagging in the interface — write survey answers back as tags so a merchant can see the source on the order itself.
- Tagging alongside analytics — pair those tags with the store's own reporting to get an attribution view that survives ad-blockers.
This is going to be one of our top integrations, for sure.
Elias VantorreFounder & CEO, Quillform
Offloading integrations lets a founder stay on the product
Quillform's strength is data collection, not plumbing. Elias reached out to Cindermill first because the data layer is what he wanted to concentrate on, not the ten systems around it.
Three factors decided it: speed — a partner ships integrations faster than a two-person team can; standards — merchants expect certain connectors to exist; satisfaction — a clean handoff keeps the support queue short.
