Mopinion: Mopinion adds new feature to append ‘website data’ to feedback - Cover Image

Mopinion adds new feature to append ‘website data’ to feedback

Mopinion has added a new feature to couple website data, such as customer profiles and other visitor data, with user feedback. This new feature equips Mopinion users with deeper insights into how certain online visitors or customers (based on demographics, interests, location, etc.) experience their website or mobile app. With these insights, users can personalise and optimise the online customer journey for their customers, while simultaneously increasing customer satisfaction and loyalty.

The website data feature was added in response to the high demand from our clients to incorporate additional website metadata into feedback forms. But why is the feature itself so important? Combining a cookie ID or data stored in the Google Data Layer (e.g. client or segmentation data, product information, etc.) with feedback can provide a lot of insight into how a particular persona or customer segment experiences your website or the online journey.

Mopinion: Mopinion adds new feature to append ‘website data’ to feedback - segmentation

And from an analysis point of view, using intuitive dashboards during feedback analysis will bring immediate attention to important trends as well as help to compare individual journeys. With personalisation, users can even cross-tab user feedback with customer profiles. For example, users can compare low scores from a particular visitor group to gauge why they’re scoring so low. Alternatively, users can investigate the differences in bugs reported by both regular visitors or customers and new visitors.

If you want to learn more about personalisation and enriching user feedback with customer data, check out this blog post.

How to add website data to your feedback forms

This new feature is entirely interfaced in the form builder, meaning no custom javascripts are required for extracting the data stored in cookies, HTML, javascript variables, etc. Below are the steps for both Mopinion Classic and Mopinion Raspberry.

In Mopinion Classic:
Adding website data to your feedback form(s) is just as simple as adding any other elements to the feedback form(s). Listed under the Question Elements in the form builder as ‘website data’, users can easily drag and drop this new feature into the feedback form. Once it has been placed in the feedback form, the user can select various data values to be collected, including data from a cookie or javascript variable as well as data from an HTML object (e.g. hidden input types).

Mopinion: Mopinion adds new feature to append ‘website data’ to feedback - Choose data variable
Image: Here you can select a data variable for your website data

Mopinion: Mopinion adds new feature to append ‘website data’ to feedback - Website data added
Image: Feedback form with Net Promoter Score and website data combined.

In Mopinion Raspberry:
To add website data to your form in Raspberry, go to the form editor (BUILD) and to the right, click on ‘Add’. Here you’ll see a list of options for the form. Go to the section ‘Questions’ and click on ‘Website Data’. Select which page of the form you’d like to collect website data on.

Mopinion: Mopinion adds new feature to append ‘website data’ to feedback - Add-website-data

Then select the type of data you’d like to collect by clicking on the item in the form, i.e. CSS Selector, JS Variable, Data attribute and more.


The data is then automatically picked up or registered from the page and sent to your Mopinion dashboard together with the feedback the visitor has submitted.

Note: this metadata is available in real-time, meaning it can be visualised in your dashboards immediately

A deeper understanding of your customer base

Digital marketers and analysts are becoming more and more tactical in how they engage and interact with their online customers so why shouldn’t you? After all, the more personalised the experience, the happier the customer!

Ready to see Mopinion in action?

Want to learn more about Mopinion’s all-in-1 user feedback platform? Don’t be shy and take our software for a spin! Do you prefer it a bit more personal? Just book a demo. One of our feedback pro’s will guide you through the software and answer any questions you may have.

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