How to collect website feedback

Collecting website feedback and developing a voice of the customer program has many benefits: From improving user experience and customer loyalty to boosting your conversion rate. However, there isn’t a clear-cut way to give your website visitors a voice the best approach isn’t one-size-fits-all. It all depends on your goals.

TL;DR – Article summary

Collecting website feedback is essential for improving user experience, increasing customer loyalty and boosting conversions, but it requires a clear goal and thoughtful setup. Decide what you want to learn first, then choose where and when to show your feedback forms, whether through permanent buttons for general input or targeted triggers based on user behaviour. Use a mix of quantitative and qualitative questions to gather both measurable insights and detailed opinions. Finally, select a feedback tool that suits your needs and scale, ensuring you can effectively collect, analyse and act on the data to continuously optimise your website.

Considering websites are often the communication channels that get the most visitors, it’s no surprise that they are also the most popular place for collecting user or customer feedback.

However, there are many things to consider before setting a website feedback form live or sending out a survey:

• Which tool should you use?
• Which survey questions give the best results?
• Where on the website should you place the form?
• Where on the website should you place the form?

In this article, we will discuss the steps you need to take to start collecting website feedback. Are you ready?

What you can find in this article:

• What is website feedback?
• What should I think about when collecting website feedback?
• Where should I place my feedback form?
• Which questions should I ask in my website feedback form?
• What is the best website feedback tool?

What is website feedback?

Website feedback is inherently data collected from people who visit your website.

It can be both quantitative and qualitative data, depending on which questions you ask. The best results usually come from combining the two, but more on that later. Let’s start at the beginning.

What should I think about when collecting website feedback?

Start by determining why you are collecting website feedback data; what is your main goal? This will help you figure out:

• Where you should place your website feedback form
• When your feedback form should be triggered
• What you should ask in your form

Some common goals in collecting website feedback are:

• Identifying bugs or issues by seeing your website through your visitors’ eyes
• Optimising different parts in the customer journey (for example, payment methods, delivery options, product selection, etc.)
• Adjusting online content to your customers’ needs
• Measuring customer satisfaction and loyalty

These goals can help you reach insights that reduce drop-offs from your website, boost conversion rate and improve your overall website user experience.

Imagine that you have a webshop where you sell clothes. You’re offering three different delivery options, but you are wondering if adding a fourth might help your conversion rates. Especially since the percentage of abandoned baskets and the drop-off rate on the payment and delivery page is higher than you would like.

Of course, you can’t be sure that the delivery options are the reason people leave your site during this stage of the customer journey. Therefore you decide to deploy a website feedback form that is triggered when people leave the shopping cart without finishing a purchase.

This is a good example of when website feedback can be helpful and how setting a goal in advance helps you design your form. This particular example will not only help detirmine if another delivery option should be added or not. It can also give further insights into customers’ preferences, like payment methods or return policies.

Where should I place my feedback form?

The placement of your feedback form is an important, strategic choice that should be based on your goals.

A Net Promoter Score (NPS) survey, for example most effective after a conversion, while feedback forms for bug reporting should be accessible at all times, on all pages. With the right website feedback tool, you can collect data from your visitors anywhere on your site. The sky’s the limit!

Below, you can find a rundown on how to think strategically about how to place your feedback forms and who you show them to.

When to use a permanently featured feedback button

Sometimes you might want to collect general feedback from your visitors. This is done most effectively by having an easily accessible feedback form on all pages of your website. This is typically done with a feedback button.

Usually, a feedback form of this nature includes a few elements:

• A Customer Satisfaction Score (CSAT) survey, asking how satisfied the visitors are with their experience
• A category question that allows the visitor to tell you what their feedback is regarding – i.e. a bug, a compliment, a broken journey, etc.
• An open question element where the website visitor can go into detail and describe in their own words what their feedback is regarding
• It is also getting more and more popular to include the option of giving visual feedback in the form of a screenshot

This kind of feedback should be easy to leave for anyone at all stages of the digital journey. That is why it’s important to have the feedback form accessible at all times.

Below you can see an example of this kind of feedback form from the retail brand Calvin Klein.

A feedback form like this helps you gauge your customer/user satisfaction, find out how to optimise it and ultimately raise your customer loyalty.

When to use visitor behaviour to trigger a website feedback form

Using visitor behaviour to trigger your feedback forms is, logically, useful when trying to determine what this behaviour means. Some examples include:

• Exit-intent: Why is your visitor abandoning the page? Are they dissatisfied with your product/service?
• Scroll-depth or time spent on page: Is your visitor having trouble finding what they are looking for?
• After having visited a specific page: Was this page useful in the way you intended it to be?

These are often used when trying to optimise a specific part of the digital journey, like a checkout process or information-heavy pages, like an FAQ.

Certain feedback forms are simply more effective when shown to a specific audience. Like in our earlier example of the webshop and the delivery options. In that scenario, the goal was to research why customers were abandoning their baskets, which essentially boils down to exit intent.

If this form had been shown to everyone on the site, the insights would have been watered down with feedback from irrelevant customers who are already happy with the available options. By using a trigger based on exit-intent specifically on the checkout page, you can target your exact audience and reach the insights you need.

Which page should you place your feedback form on?

It all depends on your goal. Unless you are aiming to collect general feedback, our tip would be to place your website feedback form on the page it concerns.

In short: Make sure that the context of when you’re showing your feedback form makes sense.

In certain scenarios, it might be useful to target multiple pages, but not the entire website. In the example below , insurance company Allianz asks their Dutch visitors if they found the information they were looking for.

This form is triggered on several informational pages when the visitor is indicates that they are going to leave the website. The aim is to see if the information that Allianz are offering their customers is relevant and easy to find, and they are using a Goal Completion Rate (GCR) to do so.

Translation: Did you find what you were looking for on this page? Answer: Yes, No.

If you want to target one specific page, however, embedded feedback forms might be the way to go. These are pasted into the page design. Typical use cases for these forms are at the end of a blog post, asking whether the information was useful, or after a specific task is completed, as a Customer Effort Score survey.

The latter example is used to gauge how difficult it is for a user or customer to finish a part of the digital journey. Typically, they are placed after a conversion has been completed or after a sign-up page.

Which questions should I ask in my website feedback form?

Writing the perfect survey questions can be tricky. But the best way to start is by deciding what you want to know.

The next (quite logical) step is asking exactly that. Don’t make it harder than it needs to be! Good survey questions should be short, to the point and clear.

Quantitative or qualitative data?

Well-designed feedback forms use a mix of quantitative and qualitative questions. Typically, this is done by asking a yes/no question, a multiple-choice question or a kind of rating question, followed by an open-ended question.

The initial question gives you an idea of the general happiness among the respondents, while the open question dives deeper into what your visitors like and dislike about your website, product or service.

Tommy Hilfiger collects both quantitative and qualitative website feedback.
 
Examples of common website feedback questions are:

• How likely are you to recommend our product/service to friends and colleagues? (NPS)
• How can we improve your experience on our website?
• Do you have any additional comments or feedback for us?
• Did you find everything you were looking for?

Check out our deep dive on website feedback questions. to learn more.

What is the best website feedback tool?

Choosing the right feedback tool is important. There are a lot of well-known options out there, some free and some not. An important note to remember about free versions, is that they are usually limited in certain ways. Most commonly:

• A limited amount of forms are available
• A limited amount of responses are available
• Data analytics is not included
• No possibilities of integration with other business tools (like Salesforce, Google Analytics, Slack etc.)

Because websites usually attract a substantial amount of visitors, it’s a good idea to ensure that you invest in a tool that meets your company’s specific needs. Luckily, you don’t have to go far for some suggestions. Check out our top 3 picks for website feedback tools below.

Top 3 website feedback tools

1. Mopinion – Part of Netigate

This European digital feedback software for websites, email campaigns and apps allows you to create extensive voice of the customer programmes. This solution offers highly customisable feedback forms that blend into the look and feel of your website.

Additionally, Mopinion has an extensive library of targeting options, ensuring that you reach your visitors where it’s most logical in their digital journey. Combined with a unique testing feature for your display conditions, AI-powered analysis features and several feedback alert and reporting options, this platform is a sound choice for the entire feedback loop – from collection to taking action.

As of September 2025, Mopinion is also part of the European experience management platform Netigate. This offers the perfection option if you are looking to expand from your digital channels to include all customer experience touch points.

Standout features

• Easy-to-use interface with drag-and-drop functionality
• Highly customisable feedback forms
• Conversational, chat-like feedback forms
• The choice of automated charts and completely customisable data dashboards
• Forms and feedback data can easily be shared with your team
• Control who has access to your feedback reports and in what way (i.e. viewing, editing, etc.)
• Functionality for testing your website form targeting options
• Self-hosted surveys: No need for Javascript to set up your surveys
• Single Sign-On for Microsoft Azure
• Native SDK (Android and iOS): Fully native feedback on your app. No redirection is needed.
• AI-powered, automated categorisation for open questions to help you read your qualitative data.
• Integrates seamlessly with applications such as Slack, Google Analytics, Jira, Hubspot, Salesforce, etc.

Interested? Start your free trial today or request a demo.

2. HubSpot

Source: HubSpot

HubSpot’s feedback tools make it easy to capture qualitative and quantitative feedback. Track your collected feedback on a single dashboard, accessible to the whole team. Hubspot also offers a wide range of templates to use, like Net Promoter Score (NPS), Customer Effort Score (CES) and customer satisfaction (CSAT) forms.

Standout features

• Automated follow-up workflows
• Intuitive UI and feedback analytics
• Analytics available for both qualitative and quantitative data

3. Hotjar

Source: Hotjar

Hotjar is a user testing and behaviour analytics software that combines multiple UX tools in one. One of them is website feedback collection in the form of simple online surveys. Additionally, users can create heatmaps, user recordings (e.g. tracking sessions) and somewhat customisable feedback forms and polls with this software.

Standout features

• Allows you to see frustration and confusion signals
• Console tracking can spot errors and bugs in real-time

Do you want to browse around more? Read this article for 31 website feedback tools and comparisons.

Ready to start collecting website feedback?

You’ve now gotten all the tips and tricks: All that’s left is to get started. Sometimes doing teaches us even more than reading. That is why we offer a free 14-day trial at Mopinion. Check out our software and start putting some website feedback forms live today. Psst! We also offer feedback for email and mobile apps.