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8 Best Ways to Collect Customer Feedback on Your Website

Are you wondering why you don’t get more repeat customers? Have you looked at your website’s bounce rate confused because you’ve optimized the site for conversions?

The answers to these questions are not that hard to get to. But you’ll need to start collecting customer feedback on your website to learn from your customers’ experience.

You might have errors within your website that make ordering difficult. Or your customer service options are lacking compared to your competitors. Your customers might struggle to find what they’re looking for on your website.

So while you might think you’ve done all that you can to make your website and customer experience excellent, you’ll never be able to see it as clearly as your customers do.

According to Reputation Refinery, 96 percent of unhappy customers won’t tell you that they’re unhappy. However, they will tell 15 friends about their disgruntled feelings, which doesn’t bode well for expanding your network and reaching new customers.

Giving Customers a Sounding Board

customer feedback

Not only is your business suffering through losing a repeat customer due to a poor experience, but you risk reputation problems since that disgruntled customer is telling their friends.

To prevent this from happening, angry customers need a sounding board. They need to feel heard and like their feelings are justified.

Offering customers a chance to provide feedback on your website can mean that they get those feelings off their chests. And, your company can try and make things right and prevent future customers from having a similar situation. It’s a win-win scenario for both you and the customer.

By fixing your relationships with these upset customers, you can also turn them into brand advocates. This means that not only will they not be complaining about your business to their friends, they’ll be singing your praises and recommending that their friends try your products and services as well.

The benefits of setting up website feedback are many:

  1. Improve relationships with your customers
  2. Decrease public negative reviews
  3. Get the opportunity to fix errors on your website, poor customer service and operations issues
  4. Increase the number of referrals from delighted customers
  5. Improve online conversion rates
  6. Earn more repeat customers
  7. Beat your competitors with outstanding customer experience and customer service ratings

Those seven benefits should be motivating for you to get started with getting feedback on your website.

We’ll now offer eight ways to collect feedback on your website to delight your customers and learn gaps within your business.

Each format for collecting customer feedback has its benefits and you might find that using a combination of several options helps reduce your bounce rate and increase your overall customer satisfaction rating.

It might take some tests to see what format for getting user feedback on your website works best so don’t feel locked into any one of these options.

1. Add a Feedback Widget to Your Website

widget form feedback

A feedback widget sits in the lower corner of your website or along the right side of the page. It’s a passive way of allowing your website visitors to share their thoughts with you the moment they encounter an issue or enjoy their experience.

In addition to allowing customers to share their thoughts, it also shows that you care. By always being there, these widgets show the customer your dedication and care for them and their needs.

Plus, they require the customer to take the first step in initiating the feedback survey. And because they initiated it, they’re more likely to complete the survey and share their thoughts with you.

Appzi offers free website feedback widgets with up to 50,000 page views per month. And you’ll be astounded at how quickly you can set up your widget. Create a free account, choose your widget style, input your feedback questions, and copy and paste the code into your site.

You’ll then get to see all of your feedback in an easy-to-use dashboard so that you can act on these insights quickly. Allow your customers to share their feedback no matter what page they’re on so that you’re the first to hear about a poor experience.

Benefits of a Website Feedback Widget

Website feedback widgets have numerous benefits for both you and your customers.

  1. It sets a low barrier for inviting feedback. Since the widget is everywhere on your site and only takes one click, the barrier for entry is minimal for the customer.
  2. Gather feedback at the moment the customer experiences an issue or has a thought about their experience. Since the widget is always present, it’s a constant invitation to share even the simplest feedback with your business.
  3. Gather feedback about various areas of your business to send it to the appropriate parties. The Appzi feedback dashboard makes it simple to view topics within your feedback to see trends and what the feedback covers. This way, your company can act on feedback quickly to improve operations and avoid future issues.
  4. Reassures your customers that you care about their thoughts and experience. An always-on feedback strategy makes it clear that you want to hear about both the good and the bad experiences your customers have with your company. This can reassure your customers that you’re there for them and willing to make things right.
  5. Autosuggest helpful information. At the end of the feedback survey, you can suggest helpful information for further reading based on the topics the user shares. This way, you can get them to the right information within your knowledge base to solve their problems before you even review the feedback they left for you. This is a more advanced function of a feedback widget and you’ll need to have a robust knowledge base for this to work.
  6. Improve your sales: every company has a webpage or step within their sales process where customers tend to drop off or abandon the process. Thanks to a feedback widget, you can learn about why these customers are leaving so that you can fix the problem and improve your overall sales income.
  7. Guides you in addressing the most urgent errors. Because Appzi has such an easy-to-use dashboard for reading feedback, you can see trending topics to close gaps in your business quickly and efficiently. That way, you don’t keep losing business because a website customer experience issue is buried deep within a reporting dashboard somewhere.

You might want to test different feedback placements on your website. While some companies prefer that the feedback widget be on the right side of the page, others find that a small icon in the corner is more effective for them.

Appzi makes it simple to test different feedback widget options so that you can learn what garners the most customer feedback to optimize your widget for results.

2. Popup Customer Survey

popup feedback form

One of the simplest ways to enable feedback on a webpage is to use a popup customer survey. These surveys are tough to miss. And the simpler you make them, the more likely your customers will be to complete the survey.

Because it’s a popup, it’s an attention-grabbing way to alert your customers that you’d like to know how you’re doing in creating a great online experience.

The great news is, thanks to technology developments, you don’t even need to hire a developer to create these popup customer surveys. You won’t need to write any custom code at all.

Check out our article on 29 Website Feedback Tools that can help you set up feedback on your website with as little as a few clicks.

Creating a feedback form with Appzi is simple. Sign up for a free account, select the type of feedback widget you’d like to create, draft your questions, and copy and paste the prepopulated code into your website.

Benefits of a Popup Customer Survey

Here are the benefits of using a popup customer survey:

  1. Simple and fast to set up. You select the question format and wording, and many website feedback software options generate the code for you.
  2. Easy to customize to meet your feedback needs. Place the survey on one or all of your pages within your website and decide what action triggers the survey
  3. Avoids cluttering your webpages when customers are browsing. Instead of having on-page, linked text inviting customers to share their feedback, which could interrupt their website browsing, a popup appears and then disappears to allow the user to return to their regular business on the site.
  4. Avoids redirecting customers to a different page so that their browsing experience is not interrupted by the customer feedback. The experience is all housed right over top of the browsing experience that your customers are engaging in.
  5. When using a popup survey, consider how long you want the user to be on the page before the survey appears. Or make the survey be part of the checkout process where the user sees it once they’ve reached the confirmation page for their order.

Be strategic with how you use the popup survey though because you want to make sure that the visitor has spent enough time on your website to be able to offer valuable feedback instead of seeing the popup as an annoyance that they just want to close out of.

3. Incentive-based Website Feedback

customer feedback

Some users need a little nudge to offer their feedback to your company. Depending on your business, you might consider offering a percentage or dollar-off discount for completing a survey.

A good use case for an incentive-based website feedback survey is at the end of a purchasing process. For completing a survey about their experience, you can offer $5 off their next purchase of $25 or more or 10 percent off their total purchase during their next visit.

Using promotions like these, you can also increase your rate of repeat customers because it’s an excuse for the customer to come back and use their promotion.

Another way to use incentive-based feedback is to enter users into a drawing for a gift card to your business. It doesn’t take large amounts of money to motivate people. Consider doing a $50 gift card drawing per 100 submitted surveys or something along those lines to give the user a reasonable expectation of winning the gift card.

You might find that a sweepstake or drawing costs your business less per survey submission and is, therefore, easier to manage on an ongoing basis.

Additionally, you could choose to only send incentive-based feedback surveys to first-time customers. This allows you to limit the incentives you pay out and get an idea of first impressions about your company.

It also might provide more insights into how you compare with your competitors since repeat customers are less likely to have experienced a purchasing process with your competitors.

Benefits of Incentive-based Feedback

Incentive-based feedback offers your customers something in return for their thoughts and feelings about your business. Here’s a look at the benefits of using this type of feedback on your website.

  1. Builds rapport with customers. When you give customers something in return for their feedback, you can build a deeper, more meaningful relationship with them. It shows the value of their feedback and that you’re investing in them just like they’re investing in you.
  2. Higher feedback survey completion rates. You’ll see fewer survey abandonments when you dangle a carrot in front of the customer for providing their feedback. This way you don’t end up with partial feedback or a low survey submission rate. Good completion rates can help improve your ability to act on the feedback because you’ll have a larger pool of data to look at.
  3. Increases rate of repeat customers: by offering an incentive to customers at the end of a purchasing process, you send a clear message that you’re inviting them back to purchase again. Plus, a discount or special offer can entice them to return instead of testing out your competitors’ options.
  4. You’re more likely to hear about the mediocre or average experiences. According to research,customers who have a negative experience with your company are the most likely ones to share their experience. But you might find the most constructive criticism within the group who find your experience just mediocre. Because they aren’t super passionate about loving or hating your products or services, they can give a level-headed analysis of their experience. But because these users aren’t especially passionate, they’re less likely to share their thoughts. Incentivizing them can help you get at this constructive criticism to grow and improve your business.

4. Offer Customers Live Chat or Bot Chat

bot chat feedback

While you might not think of live chat or bot chat options as website feedback, it actually can be. If you record and categorize your chat sessions, you can see trending topics and themes to act upon for your business.

Bot chat can use artificial intelligence to point customers toward the information you want them to see. This is especially helpful for organizations with large knowledge bases. It serves as a sort of advanced search function to guide users to where they need to go.

You can combine bot chat with live chat to ensure you solve your customers’ problems for them. For example, use the bot to collect initial information. Present knowledge base topics based on keywords or phrases that the customer uses within their chatbot inquiries.

Once the user has reviewed the knowledge base, ask them if that resolves their inquiry. If not, put them in touch with a live representative who can work through the issue with them.

By recording even your live chat exchanges, you can see trends in topics and keywords. Use this data to update your knowledge base or improve your online experience.

You’ll find that the information you get from chat is quite in-depth since it’s a conversation with your customers. While it might be time-consuming to offer live chat, it’s also the most personalized way of allowing your customers to interact with you online and offer their detailed website feedback.

Not only will you gather feedback about your customer experience, but you’ll also improve your relationships with your customers and open another line of communication with them to make them brand advocates.

Benefits of Live Chat or Bot Chat

Live chat is one of the most personalized ways to get user feedback on your website. While it takes one of the largest investments because it requires staff time, it can also pay off well through repeat customers and referrals.

Here’s a look at the benefits of adding live chat or bot chat to your website feedback strategy.

  1. Highly personalized feedback option. In short, you can’t beat human-to-human interaction. While you put time and insights into designing your website surveys and feedback options, you won’t be able to ask every question you could possibly get feedback for. But an open forum between the customer and your live chat representatives offers that open dialogue to cover any topic at any point.
  2. Allow visitors to have a true sounding board for their feedback. Opening up online feedback surveys, widgets and buttons on your website allows a customer to share their thoughts with your organization. But nothing will make them feel as heard and catered to as live chat. With live chat, they know that their feedback is going to a living, breathing human being who is more likely to do something with that feedback than an algorithm or survey dashboard. This can further calm negative emotions with customers who had a sub-par experience with your organization and encourage them to try your business again.
  3. Make feedback more human with true interaction. Some people want to offer their customer feedback and move on. Others prefer to feel like their message is being heard, loud and clear. By opening live chat as a feedback option, you make your customer feedback more human. You also humanize your brand and add a personal touch that your competitors might not be offering their customers.
  4. Ensure customers feel heard and cared for. Some of the most disgruntled customers can actually become your greatest advocates. That’s because they’ll see you in a whole new light when you put forward your best effort to fix the problems they faced when working with your organization. Live chat shows you’re willing to put in the time and effort to make things right and have a true relationship with the customer.

Live chat and bot chat are options you should use in conjunction with other website feedback options. That’s because collecting customer feedback means meeting the customer where they are at.

Some customers want to answer a few questions, share their thoughts and be done. They might not have the time to engage in chat and their issue might not require that much attention and care.

Combining this option with a feedback widget can help you offer constant feedback options that meet the needs of your customers.

5. Page-specific Feedback Forms

specific form feedback

While a website feedback widget is an always-on way of collecting feedback, it’s also generic across your site. To get deeper into your user experience, create page-specific feedback forms with unique questions based on the customer buying journey.

More than likely, your business has audience subsets. Some customers might purchase from you once a week while others purchase once a year. Understanding their buying habits through feedback forms can guide you in attracting similar customers with those buying behaviors.

Map out your customer types. Your customer types might be based on total spend with your organization per year, the persona that a customer matches or simply the webpages that the customer views.

Using this data, you can create page-specific website feedback forms that ask the right questions at the right time to engage and delight these customers. With specific questions based on what you know about these customers, you can get to deeper insights and showcase that you truly understand their needs and desires.

Before you get started with this form of website feedback, know that this is quite advanced. You don’t want to start your first website feedback campaign with page-specific forms.

Instead, start gathering more general feedback first. This can help inform page-specific forms. You’ll also need to build a customer database to better understand your customer buying habits and build out detailed personas before engaging in this advanced feedback.

And another consideration when using page-specific, customer-buying-journey feedback is to avoid looking creepy. When questions are too specific and show that you know in-depth details about a customer, they might feel like you’re collecting too much of their private data as part of their online experience.

So while you want to be as specific as possible in your feedback forms, you also don’t want to look like a liability when it comes to online security and data usage.

Benefits of Page-specific Feedback Forms

Page-specific feedback forms can offer some of the deepest knowledge about a customer, without employing staff time and resources like live chat does. Here are the benefits of this way of collecting customer feedback on your website.

  1. Highly targeted and specific. Because you’re using what you know about the customer and their buying habits, this type of website feedback is extremely targeted and insightful. It can help you categorize your customers and learn more about what drives them to purchase from you. This allows you to attract and retain more customers like them.
  2. Easy to categorize. Since you’ll know what webpage your website feedback came from, you can more easily log and categorize that content. That allows you to funnel it to the right teams and departments to make the information more actionable.
  3. In-depth and detailed. Thanks to your insights about your customers, you can ask more in-depth questions to get to details that help you develop new products and services, offer new website functions and turn more customers into advocates to earn referrals and repeat customers.
  4. Actionable. The more specific your survey questions are, the easier you’ll find that it is to act on the feedback. With page-specific feedback, you’ll know more about the customers taking the survey and what motivates them. This way, you can replicate that experience for future customers through swift, clear actions.

6. Site Abandonment Surveys

abandonment feedback form

Another advanced way to collect customer feedback is through a site abandonment survey. The reason this is an advanced option is because you need a way of detecting when a customer is about to leave your site to initiate the survey.

Obviously, you can’t survey your customers after they’ve closed the web browser or tab they were using to browse your website. Instead, you’ll need to look for long pauses in scrolling, spending too long on a page or switching browser windows.

That way, you can see when a user is about to abandon your site or when they’ve opened additional content in another tab that might indicate their cross-comparing your offering to that of your competitors’.

Another way to use a site abandonment survey is to have a link or question on your product pages that allows the customer to indicate that they have questions before making a purchase. Sometimes, a simple question is the only thing that stands between a sale and site abandonment.

Offering this option to your customers allows them to get in touch with you before abandoning the purchasing process entirely. This can help you learn more about what details you need to add to your product pages or how you need to adapt your checkout process.

Benefits of Site Abandonment Surveys

Although site abandonment surveys are an advanced website feedback technique, they offer many benefits directly toward your bottom line and your customer satisfaction rates. Here’s a look at the benefits of site abandonment surveys.

  1. Learn how to reduce the rate of abandonment on your site. Site abandonment is a real problem when it comes to online revenue. And without insights into why this is happening, you can’t close the gaps on your website to increase that revenue. Learn how to stop site abandonment before it happens through website feedback forms.
  2. Improve your website conversion rate. Site abandonment means you cannot get a conversion from that website visitor. But you might not know why they came to your website and simply left. Was it your prices? Shipping fees? Missing information? Poor display on a mobile device? By asking the customer before they abandon what went wrong, you can close these gaps and improve your website conversion rates.
  3. Adapt product and service pages accordingly. The reason for site abandonment might be due to scarce product information. While your product or service might meet the needs of that website visitor, if those features aren’t listed on your website, you might lose the visitor. Features and benefits that seem clear to you might not be so clear to your website visitors. Ask visitors about what made them abandon your site before doing so to learn more.
  4. Encourage more customers to follow-through with making a purchase. By asking customers why they’re about to abandon your website, you can learn what’s wrong with your online experience and answer the visitors’ questions. By using artificial intelligence, you can present the user with the necessary information to make a purchasing decision. This might be information they felt was missing on your webpages or that they struggled to find.
  5. Collect information for lead nurturing on customers not yet ready to buy. An important aspect of a site abandonment feedback form is collecting user information for lead nurturing. Ask for an email address when the user completes a site abandonment form. That way, you can nurture that lead to hopefully provide enough information and convince them to come back to your site and make a purchase.

7. Select Interests to Create a Custom Experience

interests feedback form

A simple form of website feedback is allowing your customer to self-select their interests. If you use progressive profiling on your site, this can help you learn more about your customers.

For example, many car websites start by asking customers what type of vehicle interests them – a sedan, SUV, minivan, truck, etc. Knowing this information can help the car website deliver content that’s relevant to the user.

But that car website can also filter results based on whether the user is searching for a new or used vehicle. With all this in mind, the moment that you have a new vehicle matching the customer’s specifications, you can notify them to close the sale.

And when you learn more about your customers’ interests, you get insights into where to put your time and effort as a business. Product development decisions are easier when you understand interests at a deeper level.

Benefits of Collecting Feedback on Interests

Self-selecting interests is something website visitors are probably already doing on your website in some way or another. But if you aren’t using that data to learn more about them, you’re missing out on a customer feedback opportunity.

  1. Learn more about your customers. Information about customer interests is always helpful in guiding next steps for your organization. While the clicks on your menu items on your website can offer these details as well, syncing up that data with other information you know about the customer makes the information more valuable.
  2. Get insights into product development. The more you know about your customers’ interests, the easier it is to develop new products and services that appeal to your customers, solve their problems and delights them in new ways that your competitors aren’t doing.
  3. Build out website content related to interests. When you know and understand your customers’ interests, you can develop your website content further to provide the right information that leads to conversions.

8. User Reviews as Public Customer Feedback

review feedback form

User reviews are a public form of customer feedback. When a user leaves a review on your website about a product or service, it offers social proof for future visitors to learn about your products and services.

Plus, user reviews still provide trending topics and themes for your team to use to update your product and service offering.

Choose a user review system that provides a dashboard with topic tracking to ensure you get this twofold benefit of both showcasing these reviews to future customers and getting insights for updating your offering.

Benefits of User Reviews

Some companies are hesitant to allow public feedback on their website via user reviews. However, these public reviews can help nudge a website visitor toward making a purchase.

According to research, 93 percent of consumers say that user reviews influence their purchasing decisions.

Here’s a look at the benefits of user reviews as a website feedback option.

  1. Provide social proof of your products’ benefits and use cases. You can talk about how great your products and services are, but nothing is as impactful as another user explaining the true benefits they earned from your products. Customer reviews are viewed as unbiased because they come from someone who has direct experience with your products and services.
  2. Build purchasing confidence in potential customers. Taking the leap to try new products and services can be challenging for some consumers. But online reviews can build these consumers’ confidence to know that they are making the best decision based on their needs and the problem they are trying to solve.
  3. Learn about recurring issues or shortcomings of a product or service. By following trends, you’ll get the opportunity to respond to these recurring themes and adapt accordingly before they frustrate other customers.
  4. Increase customer loyalty. Online transactions can feel one way. The customer inputs their information and gets a product but there isn’t much relationship to a transaction like this. Reviews open two-way communication between your organization and the customer. Take time to respond to customer reviews that warrant a response and show how much your organization cares.
  5. Build credibility. When a product has hundreds or even thousands of reviews, it can help build that product’s credibility in the marketplace. Plus, customers want to know that when they place an order, they’ll get their product without an issue. There are too many scam websites on the internet these days so customers need reassurance that your site is trustworthy.

How to Use Website Feedback Data

feedback data

Collecting feedback solely for the sake of feedback won’t help you transform your business. You need to have a plan before starting a website feedback campaign of what you’re going to do with the feedback.

Website feedback serves many purposes within a business:

  • Use it to develop new products and services. When you know the areas that your customers see as lacking in your current offering, you can use that data to develop new products and services to fill those gaps within your current offering.
  • Identify missing features in your current product offering. Sometimes, we’re so close to our own products and services that we fail to see the missing features or the ones that are difficult to use. Customer feedback can inform and enlighten your product team to further develop its existing products and services.
  • Deepen relationships with customers who provide excellent feedback. Reach out to customers who left outstanding feedback on your website. This can help you deepen the relationship with them and turn these customers into advocates for your product.
  • Showcase feedback to encourage future visitors to purchase with your organization. Use quotes and reviews from your customer feedback to provide social proof of how great your offering really is. This public feedback will help inform future website visitors in making a purchasing decision.

How to Add Feedback to Your Website

Appzi makes it simple and fast for you to add feedback to your website for free! Allow users to share their thoughts with you on any webpage, at any time using a website feedback widget.

29 Website Feedback Tools Overview, Comparison and Best Practices

Website feedback tools continue to grow in popularity as digital marketing grows and the internet becomes the backbone of a company’s identity. All digital marketing efforts lead back to the company website. Every dollar spent focuses on website conversions.

So if so much emphasis is placed on websites, shouldn’t you know what your customers think of your website? Getting customer insights is what website feedback tools do. From understanding how consumers’ perceptions change about you over time to learning about glitches or missing features from your website, feedback tools are invaluable in today’s marketplace.

But then comes the overwhelm. Upon researching feedback and survey tools, you likely get bombarded with hundreds of options. And figuring out which one fits your company’s needs can be a serious challenge. We’ll help answer your many questions, compare and contrast most of the website feedback tools on the market, and arm you with the information you need to make a purchasing decision.

Here are the main categories of apps we’ll be evaluating and the products within each category.

Website Functionality and Feedback Tools

  • Appzi
  • DebugMe
  • Mopinion
  • Usabilla
  • Usersnap

Voice of the Customer Survey Tools

  • Feedbackify
  • Hotjar
  • OpinionLab
  • Pulse Insights
  • Qualaroo
  • Survicate

Community Feedback Tools

  • GetSatisfaction
  • Helprace
  • IdeaScale
  • UserEcho
  • UseResponse
  • UserVoice

Reviews and Star Rating Tools

  • eKomi
  • Feefo
  • Kiyoh
  • TrustPilot
  • TrustSpot

Traditional Online Survey Tools

  • CrowdSignal
  • Formsite
  • GetFeedback
  • SurveyGizmo
  • SurveyMonkey
  • TypeForm

What Is a Website Feedback Tool?

survey tool

A website feedback tool is a software that helps you create surveys to learn more about the customer experience on your website and your customers’ perceptions of you. From 3-question surveys about a shopping experience to a net-promoter score campaign, website feedback tools make it simple to collect and read data.

Without a tool, you’ll need to do all the coding yourself and find a way to house that data. Even once you house it, you then need to get it to the right teams to act on it.

A website feedback tool isn’t just about creating the code that you add to your website to collect consumers’ thoughts and opinions, but about presenting the data to your team.

Dashboards make it easier to see how you’re doing over time as it relates to a topic, product or service. You could also sort based on a specific keyword or topic without worrying you’ll mess up the only Excel file that houses your data.

Choose from a variety of question and answer types to build out your survey or feedback questionnaire when using a tool. This can help your business be more agile in collecting feedback as your customer service team can set up surveys from chat conversations and the marketing team can create its annual net promoter score. Each party can view the data from its surveys within the dashboard for ease of use.

How Do Website Feedback Tools Add Feedback to Your Website?

Website feedback tools can add feedback to your website in a variety of ways, including:

  • Feedback site widget
  • Product feedback
  • Net promoter score
  • Simple feedback
  • “Was this helpful?” feedback

A feedback widget is in a discreet, yet convenient location throughout your website, such as in the bottom right corner. It invites users to share their thoughts with your company at any given point in their online journey.

Product feedback allows users to share their thoughts on a product after purchasing. This way, you can display reviews on your website using a 1-5 star scale.

Net promoter scores allow you to learn what customers think about you overall and compare that with the same timeframe the previous year. This way, you can see if your company is improving in its service to customers.

Simple feedback is often an open-ended question that asks the user to rate their experience on a webpage. You can add this type of feedback to your website using a pop-up window or button on the page.

FAQ pages can help customers answer their own questions before reaching out to your organization. The process is faster for all parties involved and allows customers to find information the way that works best for them.

The best way to learn whether or not your FAQs are answering your customers’ question is to use a simple “Was this helpful” feedback box next to your FAQs. Another great use for the “Was this helpful” feedback option is when displaying forums or user-generated content that helps answer your customers’ queries.

What Do Website Feedback Tools Do?

customer survey

Simply put, website feedback tools open the lines of communication between you and your customers. It’s a constant invitation for your customers to share their thoughts with you.

One of the largest advantages of offering feedback options on your website is that disgruntled or unhappy customers might be less likely to share that feedback publicly on social media or review sites. This enables you to handle issues with customers privately so that it doesn’t harm future relationships.

These tools give you insights and help you start meaningful conversations with your customers. Your company can only get better if you fix the aspects of your business that irritate or upset your customers. But the only way to discover what you aren’t doing well is to start asking your customers through feedback forums and tools.

What Are the Elements of an Effective Website Feedback Campaign?

Before you launch into choosing a website feedback tool, you need to have a plan for how you’ll handle customer feedback. Ideally, you should centralize all feedback under one team so that your customers don’t suddenly get flooded with surveys from every department in your business.

It often makes sense for the marketing team to own customer feedback. They’re already handling your online presence and reputation management. And, these professionals are skilled at writing questions and content that resonates with your target audience.

So now that you have an owner for customer feedback, here’s what makes for a good feedback campaign.

  1. It’s targeted and defined. Before opening up a survey or sending one out, you need to have a goal for why you’re doing it. Choosing campaign targeting will help you limit the questions on the feedback so that it’s quick and easy for customers. And the better targeted your campaign is from the start, the easier it will be to read the results and create an action plan from the data you gather.
  2. Is quantitative but lets the customer speak their mind. Quantitative answers are those that have a specific answer set. For example, “on a scale of 1 to 10, how was your shopping experience today?” That’s a qualitative question because you’ll know how well you did creating an enjoyable experience for your customers. Qualitative is open-ended. These questions allow you to learn more about what you should be considering for your business moving forward and can help disgruntled customers get their frustrations out. Feedback campaigns that allow for both qualitative and quantitative are the best route to take for a successful campaign.
  3. Allows you to manage feedback on a rolling basis. Reading and handling some feedback cannot wait. This is especially true when the feedback is negative because you need to address those weaknesses right away. A strong campaign allows you to respond to feedback continuously instead of waiting until the end of a set timeframe.
  4. Offers insights about your customers. You need to know just enough information about your customers to be able to categorize and react to the feedback appropriately. Often, this customer information can come from behind the scenes. For example, when a customer fills out a website feedback form on your site, it’s helpful for the tool to log what type of device the user was on and the page they took the survey from. This way, you have more details about why they might be having an issue with your website and what webpage needs attention. But you don’t need to make your survey longer by asking these questions directly.

As you evaluate website feedback tools, keep in mind these aspects of a good feedback campaign. Some tools will make it easier than others to execute on these campaign success factors.

What Are the Various Types of User Feedback Tools on the Market?

customer survey experience

The feedback market has many tools available for your use. Some you might have heard about, such as SurveyMonkey. Others might be new to you, such as Appzi.

Each tool has a specific niche that it serves and has different features based on the outcomes its customers are seeking. Here’s a look at the five broad categories of the various types of user feedback tools on the market.

  1. Website Functionality
  2. Voice of the Customer Surveys
  3. Community Feedback
  4. Reviews and Star Ratings
  5. Traditional Online Surveys

Website Functionality and Feedback Tools

If you’re looking to learn more about what your website visitors think of your content and its usefulness, website functionality and feedback tools might be right for you. Companies just starting out with gathering data and insights into website functionality might want to start with a free feedback widget.

A free widget lets you place a feedback button on the lower corner of your website or a small button along the right. There are many ways to format this button, but you can learn about issues your customers or website visitors encounter when navigating your website.

Functionality and feedback tools allow you to prioritize updates to your website and improve the customer experience so you can close more deals by increasing your website conversion rate.

You could create your own website feedback buttons on your website via coding. However, this is labor-intensive, and you’ll still need to find a way to analyze this data through dashboards and other means.

It’s much simpler to look for a website feedback tool that offers the custom coding you need alongside a sleek and clean online dashboard. And, your whole team can access an online dashboard when they need to, whereas generally, only the IT team can access custom-coded information.

Here’s a look at some of the best website functionality and feedback tools on the market now.

1. Appzi

website feedback tools

Add a website feedback widget to your site to invite customer insights. This way, you learn about issues with your website before they become glaring errors that keep your website visitors from converting. And, allow users to share their feedback privately with you instead of publicly via review websites or social media.

Appzi offers a free subscription option with no limits to the feedback you can collect. You’ll find a wide array of free feedback widget options with Appzi so you can start collecting insights and data from your customers.

The software connects to Trello and Slack so you can keep your current workflows in place for responding to customer feedback.

Pricing starts at $0 a month for a free plan with no strings attached.

2. DebugMe

online feedback forms

Allow users to submit website feedback using screenshots and drawing annotations. That way, you can see the issue for yourself instead of just learning about it via a comment box.

DebugMe also captures a user’s operating system, browser, plugins, cookie usage, and screen and viewport resolution. Get the data you need at your fingertips to react to your customers’ needs on your website.

Manage two projects with two users for free or upgrade to a larger plan starting at $8 a month.


customer survey tool

Give your website development team advanced tools to showcase what they’re seeing and what needs to be updated on your website. Website development and quality analysis team members can download the plugin for Chrome to annotate and log screenshots. Now you can collaborate in a more in-depth manner.

Using, you can also allow your website visitors to share their insights and thoughts about your website with the browser extension. does not yet have a code snippet that you can add website feedback buttons to your site for the average user to submit their feedback to you. This tool currently is designed for internal use.

Pricing starts at $49 a month.

4. Mopinion

website feedback

Mopininion offers visual feedback and actionable insights into your website’s performance. You can analyze your website’s performance and customer experience through website feedback.

Free plans allow you to collect website feedback for one channel with limited analytics. Subscriptions start at $35 a month.

5. Usabilla

digital customer feedback

Collect user insights from apps, email, websites and on-page content. Usabilla is a website feedback tool from Survey Monkey, which has been a leader in online surveys for many years and has a wealth of experience in the space.

Users can share real-time data about their experience with your company so that you know what works and what needs improvement. Users can screenshot what they’re seeing and share that data directly with your company to offer deep insights and information.

Prices start at $10,000 a year.

6. Usersnap

online experience review

Allow your website users to rate their online experience, offer comments and questions, submit screenshots of their website view and more. Adapt your online presence to meet your customers’ needs through knowing exactly what they need.

Collect data about your users’ experience over time on your website and log and capture how your website performs after updates and redesign projects. Learn about your customers’ preferences so you can make strong marketing decisions.

Pricing starts at $8 a month after a 15-day trial.

Voice of the Customer Survey Tools

Voice of the customer (VOC) survey tools focus on collecting information about a customer’s experience while visiting your website. Using these types of tools, you can learn more about your customers without interrupting the purpose they came to your website to fulfill.

VOC surveys aim to collect feedback at the moment when a user is not able to achieve what they had hoped to on your website or when they get frustrated. It’s a sort of always-on survey that’s just waiting to capture your users’ thoughts.

The feedback then goes into a portal where your team can review it and make it actionable for next steps. These simple feedback forms often try to grasp how pleased the user is with their experience, asking for smiley faces or star ratings to gauge this metric.

Generally, there is only one question on a feedback survey like this to keep it simple and ensure that the user doesn’t abandon the survey from fatigue. Here are a few software tools that fall within this category and what they offer.

7. Feedbackify

feedback site

Featuring a drag-and-drop interface, Feedbackify allows you to create website feedback forms with ease.

Upload your company logo for improved branding. Choose from color options for your feedback button and add the code to your website’s HTML to get started.

After a 15-day trial period, subscriptions start at $19 a month.

8. Hotjar

website feedback tool

Learn more about what users do on your website using Hotjar. Traditional website analytics tell you what buttons users click, but Hotjar takes it a step further and shows you more data about where the user’s cursor was for an extended period via heatmaps. It also enables businesses to open feedback on their website and send out surveys.

Prices start at $99 a month.

9. OpinionLab

customer feedback site

OpinionLab offers customer experience insights that help businesses refine their online presence. The goal of the software is to offer businesses the information they need to act.

Pricing is custom based on each customer’s needs.

10. Pulse Insights

customer experience

Set up surveys within your web and mobile presence to learn more about your customers and their needs. Pulse Insights offers information that helps you guide your users to the next best action for them to take on your website and gives you more in-depth analytics than what you’ll find with tools like Google Analytics. Pricing starts at $4,000 and there is no free trial.

11. Qualaroo

customer experience

Qualaroo is a tool designed for website developers and UX designers looking to collect user research. It’s a cloud-based feedback software. Learn more about your customers thoughts and opinions on everything from pricing to why they are leaving your site without making a purchase. Take advantage of in-the-moment surveys and prompts so you can adjust your strategy to earn more business.

Get 25 free responses per month with each additional response costing about $.20 based on your subscription model.

12. Survicate

customer experience online

Collect customer feedback from a variety of channels using Survicate. It’s a newer company, having only been on the market since February 2014 but still a fairly robust feedback software option.

Get 100 responses per month free. After that, subscriptions start at $49 a month.

Community Feedback Tools

These types of tools allow your customers to rank and rate you online. They are designed more for customer service because they publish your customers’ thoughts directly to a website. This way, customers can vote for what they like about a company, offer ideas or suggestions, or share publicly what they would change about a company.

Community feedback tools are generally more for crowdsourcing feedback about a business. Just be aware that these tools are generally transparent and public, so be careful choosing them as you may or may not want your users’ thoughts out there for everyone to see.

You can also use customer feedback tools to offer ticketing and knowledge bases. That way you can respond to the masses when there’s an issue that many people are experiencing. Generally, your customer support team will monitor these forums and answer inquiries once there is a common thread or a recurring question.

13. GetSatisfaction

website tools

Open an online community for your customers to discuss their needs and engage with one another. GetSatisfaction allows you to open an online community to modernize your support and stay up-to-date on your customers’ wants and needs. Learn about issues with your products or service before they become larger problems.

And respond to many customers at once when you suffer an outage or other problem that more than one customer is experiencing. That way, you streamline your support flows and offer more transparency to what you do.

Subscription plans are customized to meet the needs of the customer so you have to reach out to get pricing.

14. Helprace

get feedback online

Build relationships with your customers by collecting feedback from them and offering them a voice into the future of your company. Users that feel more connected to an organization and like they can contribute are less likely to shop for services elsewhere.

Open up a knowledge base, allow users to rate the content within and track every support ticket in detail. You can learn a lot about your organization by looking at the challenges your users face. From the time a ticket is left open to common themes throughout your support requests, learn in-depth information that helps you adapt and grow according to your customers’ needs.

Subscriptions start at $9 a month.

15. IdeaScale

customer feedback

Crowdsource ideas for your products so you can develop the hottest tools in your industry. IdeaScale offers the platform to make this possible.

Open up a forum for your users to share their thoughts. Then, allow other users to rate and comment on the usefulness of such ideas. From there, you can evaluate and set priority levels for each idea that your userbase puts forth.

Now, you can develop new features and functions that delight your customers like never before.

Subscriptions start at $12,99 a year.

16. UserEcho

website feedback tool

Communicate effectively with your customers how and when they want to be communicated with. Open an online forum for your customers to share their feedback so you can sort by topics and issues.

Track customer conversations with your support representatives to have more insights into your customers’ challenges and issues long-term. Open live chat to your customers so they can reach you in a convenient time and place for them.

As you evaluate Community Feedback Tools, watch out for how the software companies determine their pricing. UserEcho charges per support agent so this could get pricey for larger organizations.

Pricing starts at $19 a month.

17. UseResponse

digital feedback tools

This survey software is directly tied to support. It dubs itself an all-in-one communication platform, help center, customer service tool and social CRM. If you’re looking to get insights on your product to update and adapt it, this type of software might be right for you.

In addition to phone and email support, you can offer live chat with support representatives using UseResponse.

If you’re looking to adapt your website and customer experience, you might want to keep looking for a better-suited software to meet your needs.

Pricing starts at $49 a month.

18. UserVoice

user experience on website feedback tool

Open up online voting for ideas and features to guide your development team in what to work on next. Offer the features your customers really want with deeper insights into their challenges and needs.

The analytics dashboard offers deep customer insights so you can see what’s trending and filter by your customer types and more. Learn about the features that will deliver the highest ROI so your team can prioritize fixes and updates for your products and services.

Prices start at $499 a month.

Reviews and Star Rating Tools

Ecommerce companies can benefit from showcasing product reviews and star ratings. These ratings will often show within Google’s shopping ads and can offer some compelling insights to help customers choose your products over those of your competitors.

Information from past purchasers can offer your prospective customers an unbiased opinion. Consumers like hearing from their peers about their experience with a product to inform their next steps. Gaining trust from your potential customers can help you increase your sales and website conversion rate.

In evaluating this type of website feedback tool, consider your options carefully. Integration with Google shopping is important and will help increase the ROI of such tools. For this listing, we’ve only included some of the best options that have this integration so that you can get the most out of your investment.

19. eKomi

website feedback platform

Authentic your online reviews through eKomi. The software screens each user before allowing them to supply a review of your product or service. The reviews you get through eKomi get directly indexed into Google so that they are visible in your ad campaigns.

Customers on your website can rest easy knowing that the information you showcase about reviews is transparent and verified.

Reach out to eKomi to get your customer price quote.

20. Feefo

website feedback tool

Connect with your customers and get better insights into what your customers like and dislike about your products and services. Highlight certain reviews and invite your customers to share their experiences on your website using the software.

The software can help track themes throughout reviews so you can showcase relevant feedback that helps convert visitors to customers and reduce cart abandonment.

Start your free trial and contact sales to learn more about pricing.

21. Kiyoh

user feedback tools online

Allow your customers to share their thoughts and opinions about your products and services on your website. Integrate that data with your marketing software, such as Magento to be able to respond and track your reviews.

There are no setup fees. Your subscription level will dictate how many invitations for reviews you can send out per month.

Prices start at approximately $30 per month.

22. TrustPilot

online review tools

Collect, manage and promote customer reviews for your products or services using TrustPilot. Sign up for free to claim your company’s profile and have the ability to respond to customer reviews.

To be able to promote your reviews and invite product reviews on your website, you’ll need to register for a more robust account, which does require that you pay a monthly fee. TrustPilot is user friendly and allows you to copy and paste code into your website to start accepting reviews and integrating them with Google.

23. TrustSpot

feedback management tools

Display your customers’ reviews alongside videos, photos and other proof to help potential customers choose your products and services. TrustSpot allows you to ask customers specific questions and rate products and services based on custom criteria, such as product sizing, response times for support and much more.

Allow users to share their visual experience through photos and videos. You can even pull information from Instagram to showcase what your customers are saying about you there.

Prices start at $199 a month and can be customized with the tools and resources you need.

Traditional Online Survey Tools

Conducting online surveys is nothing new and actually dates back to the late 1990s. Even though online surveys are nothing new, companies continue to launch new tools and products to help companies conduct customer surveys.

As the needs of marketers, customer satisfaction representatives, website developers and others who gauge consumer interest change and develop, traditional online survey tools help businesses learn how their product is performing, complete market research for future products and learn about areas of improvement within their customer service.

There’s a wide variety of uses for traditional survey tools. Event planners might use them to adapt menus and traffic flows, companies might conduct a once-a-year net promoter score campaign or gauge interest in a new product idea.

Here’s a look at some of the leading traditional survey tools businesses can use to get information from their customers/prospects.

24. CrowdSignal

website feedback tools

Embed surveys on your websites or send out your survey via email using CrowdSignal. Create filters and analyze your data in a report. You can export a variety of file types from the portal.

CrowdSignal offers simple drag and drop functionality to make it easy to create and design your surveys.

Plans start at $15 a month and you can try the software for free.

25. Formsite

Website Feedback Tools

Choose from more than 100 templates to create forms and surveys through Formsite. Integrate the tool with Salesforce or Mailchimp to see even more productivity through the tool.

Pricing starts at $16.67 a month. You can get started with a 14-day trial with no obligations to purchase a subscription.

26. GetFeedback

website review tool

GetFeedback is a SurveyMonkey product. It integrates with Salesforce seamlessly and is a top product on the Salesforce AppExchange. Start out with a 14-day free trial or request a demo to learn more about custom pricing that meets your business’s needs.

You have to contact GetFeedback to receive pricing for your organization.

27. SurveyGizmo

customer opinion tool

You’ll find fast and accurate reporting when you conduct your surveys through SurveyGizmo. And with many integrations to services like Salesforce, Microsoft Dynamics and HubSpot, you can distribute and analyze your surveys with ease.

Plans start at $25 a month and have a free trial to get you started and see if it’s the right tool for you.

28. SurveyMonkey

user engagement

Most consumers are familiar with SurveyMonkey either from using it to conduct a survey or completing a survey. The platform offers free surveys with up to 10 questions and 100 responses. You just can’t export the data.

SurveyMonkey has options for you to adjust the branding to match your company’s branding and remove all SurveyMonkey logos. This can help make for a very clean and professional look to your surveys.

Prices start at $25 per month, per user.

29. TypeForm

customer form feedback

Enjoy custom layouts and integrations with the free image website Unsplash. Simplify your workflows with integrations to Google Drive, Mailchimp, Slack, HubSpot and more. Create quizzes, forms, surveys and start meaningful conversations with your audience using TypeForm.

Plans start at $35, though there is a free plan with limited resources.

How to Get Started with Website Feedback

Appzi offers an easy way to get started with collecting website feedback. We know that small businesses need to learn more about their website so they can grow and increase their conversion rate, which is why we have our free account designed specifically for up and coming organizations.

Sign up for a free account now or check out our affordable pricing plans to learn whether Appzi is right for you.

10 Feedback Form Examples for Websites You’ll Want to Copy Immediately!

Customer feedback enables brands to know how they’re doing and where they can improve. A brand’s reputation is crucial to its success and feedback forms offer insights into your customers’ thoughts. For a customer to feel compelled to spend the time to complete a form, it needs to be attractive, direct, and to the point. Let’s take a look at feedback form examples for websites from brands that execute this strategy well.

Streamlined feedback forms allow customers to identify their area of concern and share their thoughts directly with you. In some cases, this means the issue stays off of social media and review websites, giving you a chance to resolve it privately. Other feedback might help you close gaps in your online strategy that you didn’t know existed, such as glitches in the ordering process.

The best forms stand out on a brand’s website to invite that feedback, and once expanded, are simple and easy to complete. Here’s a look at website feedback form examples from some outstanding brands we know you’ll recognize.

1. Apple Website Feedback Form Example

site feedback

On the Contact Us page of the Apple website, you’ll find an open and inviting forum to share your feedback. Apple’s website feedback form example offers three categories for people to share their thoughts to ensure the feedback gets to the right department:

· Product feedback
· Website feedback
· Developer feedback

Once you make a selection, from there Apple guides you through some simple options to get your feedback to the right place. Even when you’re within the website feedback option, you can still leave product feedback. This is a nice feature to offer so users don’t have to navigate back and forth to other pages to get to the information they need.

One other aspect of the Apple website feedback form example that’s helpful to its customers is the menu along the right. These options allow users to find other relevant information on the website, such as customer support, to ensure that the company solves the user’s issue and leaves them satisfied.

2. Microsoft Website Feedback Form Examples

feedback example

Much like Apple, Microsoft offers three categories of customer feedback. These categories include:

· File a complaint
· Give a compliment
· Share product feedback

These website feedback form examples are formatted with attractive icons that make the menu easy to navigate and understand. Additionally, at the top of the page, there’s a link to reach product support so that Microsoft can resolve the challenges you’re facing.

The language on the page is friendly and inviting. It says: “We welcome feedback from our customers – it helps us to continually improve.”

Making it clear that your company not only accepts but welcomes feedback is a great way to invite customers to share their feelings with you personally instead of publicly.

3. Google Website Feedback Forms Automatically Includes a Screenshot

feedback form example

When it comes to making things simple for customers, Google is a leader in the marketplace. Their website feedback form auto fills a screenshot of the page you were on when you clicked the “Send Feedback” button at the bottom of the page.

And above the auto filled feedback form is a box for you to share your thoughts and feedback. You can check or uncheck the box for sharing the screenshot, putting you in total control of your feedback message to the company.

You’ll find the “Send Feedback” button at the bottom of every page within the search engine, making it simple to share your thoughts.

4. Amazon Feedback Form Guides Users Through Its Many Products and Services

feedback form example

Because Amazon provides so many services, its feedback forms need to reflect that. The form opens with some common needs, such as Kindle device support, payment changes or a recent order. But if your request doesn’t match one of these specific categories, you can pick the box for “Something Else.”

With the “Something Else” option, there’s a dropdown that enables you to share website feedback.

You’ll notice a trend among these feedback form examples for websites. There’s always a menu along the right with options to find support for devices and services the company offers. This is so important in making sure you’re giving the customer the tools they need to solve their issue.

5. Mailchimp Persistent Feedback Button Along Right Side of Screen

feedback form example

When a user is logged into Mailchimp, they’ll see a feedback button along the right side of the screen as they navigate through the site. This way, any product upgrades or improvements a user wants, they can share that with Mailchimp at any time.

Once the user clicks the button for feedback, there are three options for feedback:

· Specific feedback
· Overall feedback
· Contact us

Once again, the website feedback form makes it simple to get in touch with a company representative if the customer needs specific assistance.

6. Upwork Feedback Button After Recent Site Updates

feedback form

As a service that connects businesses to the gig economy, Upwork tends to deal in a fast-paced environment. While it wants to continuously improve its service, it also knows that such development can disrupt its client base.

The feedback button is always present in the footer of the site once a user is logged in. However, after large development projects or changes to the site, it surfaces that feedback button on the top of the page to invite users to share how changes to the site might be affecting them.

7. Kroger Anonymous Website Feedback Option

feedback form ideas

It’s probably the lengthiest feedback form we’ve looked at so far, but it’s still a good one. You’ll find the feedback option in the footer of Kroger’s website on every page, enabling users to submit their thoughts easily.

Customers can share how their recent in-store shopping trip was or information about how easy it is to navigate Kroger’s online shopping experience. And for customers who are a bit more shy and afraid of confrontation, the online form is completely anonymous. Customers can rest easy knowing they’ve had their voice heard without any chance of further inquiry.

8. Walmart Simple Star Ranking Feedback

feedback form best

Head to the Walmart website and you’ll see a feedback button along the right that follows you around. Once you click on it, this is one of the simplest website feedback form examples we’ve evaluated because it offers a ranking system with five stars. All this form wants to know is on a scale of 1-5 how your online shopping experience went.

Over time, Walmart can use this data to see how changes to its website affect its star rating with customers to spot trends and respond accordingly. And if customers have more to share, they can contact customer service from this website feedback form to share additional thoughts.

9. Zappos Customer Service Dropdown with Website Feedback Option

feedback form

Shoe shoppers will see a bar at the top of the Zappos website with a Customer Service dropdown from any page they navigate to. From there, they have three options to get in touch with Zappos: Customer Support, FAQ, Give Us Feedback.

If you select the feedback option, you get a form with ranking scales from 1 to 10 and a few other questions. It’s certainly not the simplest feedback form, but it is thorough. The form also gives users the chance to share information about their Amazon account since Amazon now owns Zappos.

10. eBay Two-question Website Feedback Form Example

feedback customers

eBay offers shoppers a small Help menu along the right side of the screen. One option leads the user to FAQs while the other option gives the user a two-question feedback survey. The first question asks the user to rate their experience from 1 to 5. The second allows the user to share specific feedback about the page they’re on using an open-ended question box.

This simple customer feedback option helps eBay measure its service over time as it adapts and changes. Plus, the online retailer can also spot issues and bugs through its users’ feedback that it might not have known about.

How to Get Started with a Website Feedback Form

Now that you’ve seen feedback form examples for websites, get started collecting valuable feedback on your website. Appzi offers a free service for brands looking to learn more about their customers and gain insights into opportunity areas. Sign up for your free account now.

3 Ways to Embed a Feedback Form on Your Website Faster Than Ever

You can’t fix a problem you aren’t aware of. The best way to capture insights and experiences from your customers is through a feedback form on your website. New technology makes it easier than ever to embed forms on your website to make customer feedback collection simple, fast and seamless.

According to Forbes, collecting customer feedback is important for knowing what customers like and dislike, making the customer feel important and improving your business.

The key to collecting customer feedback is making your company available to accept a customer’s thoughts.

In addition to knowing what your customers like and dislike, customer feedback can help you when you make changes to your website. And tools like a net promoter score offer insights on how your business performs over time. Whether it’s a temporary scenario where you’re collecting information for a set time or an ongoing tool for how your business is performing, feedback forms can help you manage your customer experience.

Nudging your customers to offer feedback is as simple as embedding a form in your website and there are three easy ways to do that:

  • Popup feedback form
  • Inline website form
  • Sidebar feedback form

Each type of form has different use case scenarios as well as advantages and disadvantages. We’ll review all three options so you can make an informed decision about which option makes sense for you.

Popup Feedback Form

popup feedback form

Embedding a popup feedback form your website allows you to ensure that users are aware they can share their thoughts with you. Setting up a feedback form takes very little effort. The only ongoing effort is to review the data you collect regularly to adjust your business model and service appropriately.

The most common use of a popup form is after a user completes a specific action on your website. This might be an online purchase, contact us form, cart abandonment or at the end of a customer service chat session.

When using a popup form, you want it to be clear to the user why they are getting the popup and what you’re asking them to do. That’s why random popups are not as successful as those on carefully selected pages after specific events.


  • Website visitors will certainly know the form is available to them.
  • Can be triggered after a certain action on your website or time spent.
  • Might have a higher completion rate than some other passive feedback form options.


  • Customers could find the form annoying.
  • The popup form could make the customer abandon your site.
  • If employed at the wrong time, it could detract from the action you actually want the user to take on your website.

Inline Website Form

feedback form

An inline website form is what it sounds like: content that shows on your webpage. In these scenarios, the form questions or a button to the form sit right next to the content you want feedback on, in line with your website content.

Using this type of feedback form can be nice because it’s hard to miss. When executed well, an inline form fits into the overall design and feel of your website but stands out so that visitors feel compelled to take part.

If you’re looking for a less intrusive feedback collection option after purchase, you can integrate an inline form into your order confirmation page. Or within your FAQs, add an inline form asking if the information was helpful. This can help you adjust your FAQs appropriately.


  • Excellent for collecting feedback on a specific page.
  • Difficult to ignore and yet not as annoying as a popup form because there’s nothing to close.
  • Can be an attractive element in your website design.


  • Because an inline form is an element on a page of your website, it’s more difficult to target specific users and scenarios.
  • Could distract from the user engaging with your content or interrupt the flow and user experience. 
  • Is a persistent element on the page, meaning it’s still there if the user has recently completed the form.

Sidebar Form

site feedback

The least annoying or interruptive feedback form type is a sidebar form. It passively waits along the side of your website pages for your visitor to click and offer their insights from their experience.

Unlike a popup form, there’s nothing annoying to close out of. And compared to an inline form, a sidebar form does not interrupt a user from engaging with your content.

You can present sidebar forms in a variety of ways. One way is a slim colored bar that says “feedback.” Another is with an icon on the bottom corner of the page. It invites those who have thoughts they want feel like sharing to engage with your company without affecting their ability to do what they came to do on your website.


  • Inobtrusive to the website visitor’s experience.
  • Makes the feedback form seem more optional for the user.
  • Shows your business cares about the user’s experience and wants to make a difference.


  • Could go unnoticed and have a lower completion rate than the forms that interrupt a visitor’s experience.
  • Users must click to expand the feedback form to see the questions.

10 Essential Elements of a Successful Feedback Form

feedback form

No matter how you choose to present your website visitors with your feedback form, there are some overarching principles of a good form.

  1. Allow users to close and decline the survey.
  2. Keep the survey extremely short (1-2 questions at most).
  3. Make it clear how long the survey will take.
  4. Build trust with your customers by following up when you commit to following up.
  5. After a user completes the survey, delay showing the form again for a set time, such as a month, quarter or year.
  6. Avoid total screen takeovers that prevent the user from continuing to navigate your website. Remember, you don’t want to keep them from making a purchase or engaging with your content.
  7. Choose appropriate forms based on the page content and your goals. For example, you might use a popup form once a visitor completes a purchase and a sidebar form on content pages.
  8. Collect valuable data and be strategic about how often you collect information. Consider placing forms on recently redesigned webpages to learn about the user experience, collect net promoter numbers annually or learn about a specific area of your business you’re trying to grow.
  9. Integrate your data into one system. Be careful that you don’t have feedback data in many different places. Consider a tool that allows you to place a link for feedback at the bottom of emails, uses embed forms on your website and asks for feedback at the end of chat sessions. Seeing aggregate data can give you a better idea of next steps.
  10. Make contact information optional. Some visitors want to offer their feedback without the risk of you contacting them for more information or being placed on a marketing email list. Add an optional email field to reduce friction for customers completing your form.
feedback form

No matter what type of feedback form you choose, Appzi has you covered. We can help you collect feedback throughout your website seamlessly using popups, inline and sidebar forms. The setup is incredibly simple, and you don’t need to know how to code to create your forms. With many integration options, we make it simple to collect feedback and sort through it to make changes that delight your customers and drive more business to your website. Sign up for an account for free.

User Feedback: What It Really Is and Why It’s So Important to Any Business’ Success?

Feedback is on everybody’s lips these days.

There are surveys popping up on the news sites, on Social Media platforms, everywhere. It seems that somewhere, someone turned on a switch that illuminated a light bulb over the collective heads of the captains of industry, with the novel idea (at least new to them anyway) that actively listening to what the customer has to say is actually important.

This commercial renaissance, this new dialog with the buyer base, is a very good thing. Although the customer is not always right, the thing is, whether it’s about software, entertainment, dining, or whatever their purchasing focus is locked onto, the customer does know what they need, or what they would like to have regarding their user experiences.

Read further about what user feedback means, what role it plays in a business and what benefits it brings for both the business and the customers.

[click to continue] “User Feedback: What It Really Is and Why It’s So Important to Any Business’ Success?”

How to Effectively Get Valuable Customer Feedback From Your Website’s Users [Updated w/ 2018’s Best Practices]

Getting feedback from your users can make or break your business. However nothing valuable comes by easy these days, so collecting it can be a daunting task if you don’t know where to start or what you’re doing.

There are several methods to get your hands on this precious info depending on what situation you’re in. Since user feedback is what we do all day at Appzi, let’s discuss all the best practices and tools of the trade we know – all organized and broken down in one place, so you can evaluate what would work best for you.

Continue reading about how to collect user feedback, the best feedback tools out there, methods and let’s get to work!

[click to continue] “How to Effectively Get Valuable Customer Feedback From Your Website’s Users [Updated w/ 2018’s Best Practices]”

Slack And Trello Integration – What’s New with Appzi

Getting effective user feedback is definitely a way to maintain a sustainable growth rate for your product. There is no denying that. As importantly, your team collaboration contributes to the full life cycle of your product, its conception, all the way through to its execution and presentation in the marketplace. No steps taken during product development could have succeeded without effective team ups within your business infrastructure. To use a familiar analogy, the right hand must know what the left hand is doing or important things could get dropped and shattered to the floor.   [click to continue] “Slack And Trello Integration – What’s New with Appzi”

Not collecting user feedback? You’re flying blind!

Startups cannot become successful and viable without input from customers on a regular and consistent basis.  No matter how good your development, test, and design teams are, they’re going to miss things.  That’s just about as certain as death and taxes.  Customers almost always end up needing things you didn’t anticipate or coming across issues that your testing didn’t catch.  And unless you’re asking for feedback, customers tend not to complain about issues – more often than not, they get frustrated and leave without saying a word. [click to continue] “Not collecting user feedback? You’re flying blind!”