An online feedback form is a dynamic tool which is used to capture customer feedback on websites and apps. Feedback forms can be triggered on your website in various ways with the goal of attaining specific feedback from your customers and determining whether or not they have reached their online goals, e.g. ordering a product or getting online support.
In the world of online customer feedback, feedback forms can come in many different shapes and sizes. Applying these forms to your website can help you gauge which issues your customers are running into, why they are aren’t converting, and much more.
To fully comprehend the value of an online feedback form, it is important to understand the differences between a feedback form and a traditional survey. We can do this by looking at a few different features, including launch location, questions adjusted to website location, data collection method and the form of collection.
Online feedback forms versus traditional surveys
1. Launch location
- Feedback forms: These are triggered on multiple or all pages of a website. This helps us to identify all the different pain points for customers.
- Surveys: Surveys are launched from a landing page or a home page.
2. Questions adjusted to website location
- Feedback forms: Each location of the website can have a different feedback form. This way your customers are prompted to answer relevant questions based on where they are on your website, e.g. your homepage, shopping cart, etc.
- Surveys: Surveys are placed on one page of the website.
3. Data collection method
- Feedback forms: Feedback forms are displayed in an overlay, meaning the customer does not have to leave the website to fill in the form. How this is set up varies between organisations. Feedback can be collected passively, whereby the customer initiates the action him/herself by clicking on a feedback button or it can be more event-based, meaning the feedback form appears automatically based on pre-defined rules (e.g. a particular click path or the customer existing the website).
- Surveys: Typically, the customer is redirected to a new page, or landing page and prompted to fill in the survey there.
4. Form of collection
- Feedback forms: Using feedback forms, you are provided with open text responses and different categories of feedback. Open text responses can be monitored with text analytics and enables your customers to explain why something isn’t working or why they are not purchasing an item. Additionally, because you can place these forms on different pages with different questions, you can categorise the different forms of feedback you receive.
- Surveys: With surveys, a customer is typically faced with a list of nearly 10 to 20 questions These questions often pertain to the overall experience, rather than honing on in different parts of the website.
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