There is a deluge of website feedback tools. Because of the diversity of feedback applications, you quickly loose the overview and it is not always clear where exactly the difference lies. What can be accomplished with which tool?
I recently saw an overview of the “digital marketing landscape”. There were so many software tools listed in the infographic that it was practically impossible to read, even on a large screen. Given the diversity of marketing software and the position of the customer feedback therein, I understand you sometimes don’t see the wood for the trees anymore.
Website feedback landscape
The landscape of website feedback tools has significantly increased in the past five years. Especially on the side of data-collection, so the collection of customer feedback, the apps pop up like daisies. This is not surprising, because ‘customer experience’ is a hot item: RnRMarketResearch.com forecasts the Customer Experience Management (CEM) industry to grow from $3.77 billion in 2014 to $8.39 billion in 2019.
It is sometimes difficult to grasp which feedback tools serve as real alternatives and which tools actually complement one another.
Why are the feedback tools so popular?
Many website feedback tools are offered as free-mium and provide an easy accessible step for marketers to start listening to the online customer.
The interesting thing is that feedback tools often address issues you will not be able to find in regular web analytics packages, such as Google Analytics and Adobe Analytics.
Web analytics are a good starting point to figure out which elements of the website can be improved, usually measured by means of mouse and click-behaviour. You will get an answer to questions such as: How many visitors do I have, where and from where do they enter, where do they leave, where do they linger for a long time and what do they click?
However, feedback tools will tell you why a visitor does what he does. They provide insight in the reasons as the visitors themselves are able to indicate what they believe is good or bad about their experiences on the website, with the product, or with the company.
5 types of feedback tools
As provider of analysis and reporting software for feedback from websites and apps we are dealing on a daily basis with feedback data originating from external feedback tools. At Mopinion, we also often have to guide new employees through the complex landscape of feedback collection tools. To create some order, I use the following subdivision:
I have delimited the above to feedback you can gather yourself through the website (called on-site feedback collection).
Obviously there are many other ways to collect online customer feedback through other channels, such as social media, chat, screen sharing, (online) usability panels and comparison websites. This has been deliberately left outside the scope of this blog.
What the tools in this overview all have in common – and why people often confuse them – is that all the feedback is requested from the customer or the visitor of the site by means of a short (and unfortunately sometimes a somewhat too long) feedback form. The tools can often be recognised by the feedback button on a page, but it also happens that you receive an invitation by email to provide your feedback, as often done in case of webshop reviews after a purchase.
Dynamics in the selection
I am also aware of the fact that the list is not complete (and never will be). The assortment of feedback tools is very extensive and grows almost weekly. This blog mainly mentions the tools I often run into and which have, in my opinion, significant traction in the market. We will of course try to update the overview regularly.
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Website VoC surveying
Website Voice-of-the-Customer surveying tools are aiming at the collection of feedback on the website, and particularly focus on the experience the visitors have with the website.
This type of tools makes it easy for visitors of your website to communicate directly about their experience without the online journey of the customer being interrupted. This way, the feedback request is not invasive when the customer is trying to purchase something or to reach a page within the website.
The visitor provides feedback “in-the-moment”, which means directly on the page someone is encountering a problem. The feedback ends up in an enclosed environment where the user – usually a digital marketer – can view or download the data. The enclosed environment is a big difference compared to, for example, review or community feedback tools, whereby the feedback is disclosed publically.
Characterising for many of the tools in this category is – besides the fact they can be called upon through a feedback button – that the feedback requests can be triggered on the basis of visiting behaviour. Think about: x-number of seconds on the page, certain click paths, exit behaviour such as leaving the shopping cart or the order funnel.
Structure of the form
The feedback forms often consist of elements such as the popular “customer metrics” (Csat, smileys, star ratings, NPS, Customer Effort Score), some multi- or single-choice categories (suggestion, idea, error message), and an open comment.
These tools can be used, among other things:
- To easily keep a record of the issues online customers regularly complain about
- To learn which aspects of your product and service they believe is important or not
- To quickly signal online bottlenecks in features and functions within the website
- To use ideas and suggestions of customers to improve your price and product range
Now, let’s start with the overview…
Feedbackify is an easy to install feedback form for your website.
Kampyle can be used to quickly create a feedback form. You can then trace the things visitors experience at different locations on the website. The tool also offers some more reporting options than Feedbackify. In addition, it is also possible to set triggers so the form pops up in a proactive manner for an x-percentage of the visitors or if a visitor is likely to leave a page.
Qualaroo (formerly known as KISSinsights and part of KISSmetrics) is a tool you can use to create short easy accessible surveys that usually appear at the bottom of your screen in a widget. You can easily conduct polls amongst your visitors and ask simple questions such as “What is your profession?”. Also this tool includes a feature to set rules on where and which questions should be triggered. The feedback form will in that case be displayed subtly, popping up from the bottom of your screen.
In terms of structure and design, Survicate looks a lot like Qualaroo. You can call upon the feedback widgets at different locations on your website and have them appear. This tool allows you to quite specifically target the visitor who will get to see the form.
5. Pulse insights
Source: Pulse insights
Pulse insights, just like Qualaroo and Survicate, is a micro survey platform in order to obtain feedback from your visitors in an easy accessible manner.
WebEngage offers a feedback form and survey builder. This tool can also be used to trigger the feedback forms on the basis of the visitor’s click behaviour. In addition to the survey widgets, WebEngage also offers possibilities to send out notifications on the website or in a mobile app, for example to highlight a promotion instead of a feedback request.
Hotjar is a tool that combines applications of several usability tools. The collection of feedback is virtually identical to tools such as Qualaroo and Survicate. It is also possible to create some extensive surveys which you can serve through a larger form. In addition, the tool offers some features like creating heatmaps and user recordings (the tracking of sessions on the page).
Opinionlab is a popular Voice of the Customer (VoC) platform. Once started with a focus on website feedback but now positioned a lot broader. In other words, they also gather feedback from other channels such as contact centres and shops. In addition, the tool allows you to collect page-specific website feedback, just like most of the abovementioned tools.
Community feedback tools
In terms of application, these tools are somewhat closer related to customer service. The tools are also known as feedback forums. The feedback is collected through your website and is immediately published as a subject in a public forum, or the community. In the community, other people are able to vote for the idea, the suggestion or indicate that they have also encountered a certain problem on the website or the app.
Therefore, it is also possible to use the tools for crowdsourcing. Due to the social and transparent effect, these tools are extremely popular. Of course there may also be disadvantages to the fact that everything is out-in-the-open.
Besides the important role the public plays in responding to the feedback, these tools usually also offer features in the form of customer support ticketing and knowledge bases. As a result, it is easy for the managers or moderators of the company to respond to issues that have arisen or questions that are being asked in the forum. Customer support teams also often play an active role in this process.
So, let’s have a look at some Community feedback tools…
GetSatisfaction can be used if you want to give your visitors a somewhat more social experience on your website. You can use the platform to collect feedback from every page of the site, such as compliments, problems, questions and suggestions. The feedback eventually ends up in a public forum. Other visitors can also have a look at the feedback and respond to it or indicate, for example, that they also experience a certain problem.
The feedback you collect can eventually be used to determine which issues are most common amongst customers and reduce the burden for the contact centre. GetSatisfaction offers several options for forum moderation and management.
UserVoice offers more or less the same solution as GetSatisfaction. Marketers use this tool more often for the generation of and voting on ideas for new features of the website or app. Visitors can provide feedback without them being obliged to register.
With applications such as “search-as-you-type”, you can immediately see whether another visitor has also experienced the same problem the moment you give feedback. This makes it easier to vote for it or to respond to it, so double discussions in your forum are avoided. Also UserVoice offers several options for forum moderation and management.
UseResponse is a slightly more inexpensive variant of UserVoice and GetSatisfaction. In addition, this provider offers a version you can host yourself with open sourced code. You only pay a one-time fee. Besides feedback and a forum, the package also includes a live chat client. UseResponse charges a licence price per agent.
UserEcho offers a support solution including feedback, forum, knowledge base, helpdesk and live chat. Voting for ideas works in a similar way as GetSatisfaction and UserVoice. UserEcho charges a licence price per agent.
UserReport largely offers the same features as previously mentioned feedback community tools. In addition to these functionalities, UserReport also offers features to create surveys.
In terms of features, Helprace is similar to previously mentioned community feedback tools. Helprace also offers a free variant for a limited number of agent logins.
With IdeaScale you can also create a community and provide customers the possibility to leave feedback, to have a discussion and to vote for ideas. IdeaScale also offers a Facebook integration so you can show it to the community on your Facebook Company Page. In addition, you can also use it to conduct short polls, it includes a profanity filter, and there are possibilities to customise the design. IdeaScale offers both a free variant and packages for SMB and Enterprise.
Usability feedback tools
Usability feedback tools are also known as “visual feedback” tools. These tools enable the visitor to provide feedback on certain elements of the page. This can be done in both a mock-up and the live online environment.
By means of the tool, the visitor will be able to click a specific element – an image, form, button or text element – and leave feedback for that part of the page.
The feedback arrives as feedback text or in the form of a screenshot in a protected environment and mostly through email. The tools for which the feedback arrives in a protected environment allow you to determine with other colleagues for which issues you take action and provide the feedback with comments at an individual level.
Do it yourself?
Issue and bug trackers
A number of usability feedback tools also offer integrations with external project and issue management tools. This makes it possible to immediately pass on an issue from the feedback to the issue and bug tracking tools so a designer or developer in your team can get to work to solve the problem.
The tools below all run on live websites and web applications.
Mopin.io offers a free visual feedback tool that is great for user testing on new landing pages and web designs. Mopin.io does not require any installations on the web page or in the browser. It’s completely hassle free. All feedback is collected with a generated shortened url of the web page you want to collect feedback on. Feedback is emailed directly to your inbox. For premium users, the visual feedback plugin can also be integrated into the Mopinion Suite (paid software). NOTE: mopin.io is developed by feedback software specialist Mopinion.
Usabilla is a feedback tool comparable to visual feedback tools such as Usersnap and Bug Muncher. In addition to the possibility of gathering visual feedback by clicking the elements of the page and give feedback on it, you can also give feedback through a feedback form in the same way as for tools such as Kampyle and Feedbackify (see part Website VoC feedback tools).
TrackDuck is a visual feedback tool especially aimed at web designers and developers. This tool can be used to highlight elements of the page and to give comments on it. The feedback arrives real-time through email and in the dashboard. In the protected environment it is possible to chat with other users, assign tasks and check the progress of certain issues.
Webshop Review tools
An important difference this category has compared to VOC / website feedback tools is that these tools often concern assessments of webshops. Marketers often use the tools because of the well-known “google stars”: the star-ratings shown at Google Adwords.
Especially for internet sales it is essential to gain the trust of potential customers. The influence of these webshop reviews on the purchase behaviour of other consumers is getting increasingly bigger.
Research conducted by ReeVoo shows that no less than 80% of the holidaymakers are being led by customer reviews when it comes to choosing a holiday destination. This trend is rapidly spreading towards other branches.
In addition to the self-service tools in this overview, there are also more high-end applications such as ReeVoo and Bazaarvoice. Important difference is that these often also offer assessments at a product level, instead of just generic webshop reviews.
This software usually also runs on-site on product pages in order to show several reviews at a product level. Normally also with different forms of engagement, such as being able to place comments and likes, as well as the possibility to share the review on social media. In terms of pricing, these software platforms are in a higher segment.
The review tools below are all Google Partner. This means they have a partnership with Google as a result of which the reviews are being indexed for Google Shopping and will be shown as “star ratings” on Google ads.
TrustPilot is a popular provider of review software with a global reach. Through TrustPilot you can load an email list after which customers are invited to give a review of the webshop. You can also make connections so that people are invited by email immediately after they made a purchase in the webshop.
TrustPilot shows all reviews directly in their public review community. On this website it is possible to create a company profile. In a protected environment you can check the progress of, for example, the number of reviews you have collected and respond to the assessments. TrustPilot offers widgets to show the reviews on your own website and on your Facebook company page.
eKomi is comparable to the functionalities offered by TrustPilot. The eKomi reviews are directly integrated in a widget within your website. Just like for Trustpilot, Google indexes the ratings.
Also KiyOh claims to focus on ratings and reviews.
KiyOh is a favourable solution in terms of price and offers features that are comparable to the slightly more expensive alternatives such as eKomi and Trustpilot.
Feefo offers review software and has a reasonable market share in the UK. Also Feefo offers the possibility to show the reviews on-site.
Traditional survey tools
Most online survey tools have been on the market for quite some time and are dating from the end of the 1990’s. Yet, every year new survey tools are being introduced. Some of those tools are aiming at certain niches, while others mainly focus on a distinguishing user experience, or in other words, the ease of fabricating a survey.
Due to the emergence of website feedback, many traditional survey providers ride on the wave of the popularity of these tools.
Easy accessible interaction
Online survey tools are easy to use in order to get in contact with your audience and to trace feedback. You can use online surveys for all kinds of purposes, such as:
- Tracing product feedback
- Conducting market research
- Obtaining feedback on customer service
- Measuring customer and employee satisfaction
In addition to the possibilities mentioned above, you can obviously conduct a survey amongst your website visitors and trace feedback about the website. The surveys are usually easy to set up and in some cases also offer possibilities to analyse the quantitative data (no text analysis).
For many tools it is also possible to apply some more complex routing to the questionnaire (for example, if respondent answers “x“ to question 3, go to question 4, if respondent answers “y“, go to question 5).
Contrary to most Website VoC tools, the possibilities to target in a survey-oriented manner on certain click behaviour is limited, and the respondent is usually diverted to a separate landing page.
SurveyMonkey is probably the most famous survey tool in this category. In addition to companies, also popular amongst students. The tool offers more than 15 different types of questions (such as multiple choice, open comment, Likert scales). The free version contains some limitations such as the number of questions (10) and respondents (100). In the free version it is not possible to export the data.
With SurveyMonkey you can adjust the look & feel of the surveys and invite the respondents by email or through a button on your website. SurveyMonkey also offers possibilities to analyse the data, for instance, by composing a chart with filters and cross tabs.
SurveyGizmo can be used to quickly and easily configure a survey. The tool has a free and a paid variant. The tool offers similar options as SurveyMonkey to invite respondents and to adjust the design. In terms of design, the distinct is more the appealing looks of the survey itself.
Polldaddy makes it easy to create polls and surveys to run on your website. You can also invite respondents by email. You can embed the surveys on the page. It is also possible to host small quizzes on your page or to have the content rated with stars. The results are available real-time in a protected environment.
GetFeedback is a survey tool thought up by email marketing tool CampaignMonitor. It is therefore not surprising that you can also invite respondents by email. In addition to the usual features to set up a survey, you can also make a connection with SalesForce. This means the results of the surveys are also visible in a SalesForce dashboard.
The motto of Typeform is “Try to make forms awesome”. I think that is the most important point in which this tool distinguishes itself. They have an extremely user-friendly interface to put the surveys together. Also the flow at the front – to fill in the survey as respondent – runs very smooth.
The free version with the nickname “the CORE plan” includes a number of free features, such as:
- Unlimited questions
- Unlimited answers
- Data export
- Custom design themes or choose from templates
- Basic reporting
Formsite also is a tool to build forms and surveys. The tool has more than 100 templates that can be used to compose surveys. The tool offers integrations with, for example, SalesForce, Mailchimp and Dropbox.
31. Google Forms
Source: Google Forms
When even the biggest internet company in the world is starting to interfere with the collection of qualitative customer data, it is safe to assume that surveys are “big business”.
Also with Google Forms you can put together surveys to collect feedback from your customers. With a drop & drag interface you can create your survey quickly, and work on the same survey together with your team. Also the design can be entirely customised.
The responses are available in real-time in a protected environment. Here you can also perform further analysis on the data, for example by composing a chart.
It is obvious that connections have been made with other Google products. This way, all data are immediately available in Google Sheets. The surveys are free for those who already have a Google account and are directly available through Google Docs, docs.google.com.
Have you become interested in all the possibilities around website feedback? Also read this blog from my colleague Udesh in which he gives a number of practical tips for when you want to start with feedback.
Mopinion is a feedback analytics software that not only falls under a few of these feedback categories, it also takes feedback one step further and offers in-depth analysis opportunities for its users. With real-time data visualisation in customisable dashboards and charts, users are able to quickly and efficiently digest large sums of data. Our ‘one-stop shop’ offers:
- Slide-In Surveys
- Feedback in modal
- Visual Feedback
- More complex surveys that include question routing
- In-depth analysis, including text analytics, sentiment analysis, smart labeling, etc.
- Advanced data visualisation with in-chart filtering and customisable dashboards
- Action Management capabilities
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