I’ve included this stat in another article but I’m going to drop the bomb on you one more time: 96% of unhappy customers won’t complain to you. Instead, they’ll take the business elsewhere AND complain to not only family and friends, but broadcast it on social media for the rest of the world to see. They’ll pretty much tell everyone except you. So how do you fix this? Give them the opportunity to tell you about a complaint so it doesn’t happen in the future with another customer or member. Knowledge = power.
Feedback methods continue to grow more popular because it’s an easy step for marketers to listening to the online customer. These tools often address issues you won’t catch in Google Analytics or Adobe Analytics. While web analytics are a good starting point to measure how many visitors you have, where they enter, where they leave, where they linger for a long period of time, and what they click. However, feedback provides insight from the visitors as they share their good and/or bad experiences on the website. In this article I’m going to share, compare and review the best of the best for you to ultimately decide which method will best suit your website. (Note: *Almost all* of these tools provide a free trial or a demo.)
Every method I review includes a short feedback form customers are requested to complete. These methods appear in a feedback button on a page or the customer may receive an invitation by email after purchasing a product. Each provides you with instant feedback.
VoC is exactly as it sounds. It focuses on the visitor’s experience with the website and makes it easier for them to communicate directly about their journey, whether it’s good or bad. The best part of VoC is it never interrupts the visitor’s journey when they’re trying to make a purchase, explore, join a membership, or whatever it may be.
Community feedback tools are also known as a feedback forum which is collected through your website and published as a subject in a public forum. In this forum, others are able to vote for ideas, make suggestions or share if they’ve encountered a problem on the website. These tools are extremely popular but also may hurt you for the fact that everything is out in the open.
Usability feedback allows visitors to provide feedback on certain elements of the page, such as an image, form, button or text. This can be done in a mock-up or live online environment. The feedback appears as a screenshot through email in which you can comment on individually. What a great way to build relationships and show your customers you care! 16-19
Selling stuff online can be tough stuff and a lot of your sales rely on how well the customers trust you. This tool invites the customer in their confirmation email to evaluate their experience after buying a product. They can rate the experience from 1 to 5 and leave a comment for other potential customers to see. I’m a real sucker for a 5 star product and I’m not alone in this! 20-24
Traditional surveys can be used for a wide variety of purposes. Some of these tools have a bad reputation of imposing a long list of questions which, as you already know, not many customers are super excited to waste time playing 20 questions about your site. 25-31
Here we go!
Survicate offers feedback on many different platforms such as targeted surveys, in-message surveys, questionnaires, and a feedback widget. Many of these methods allow one-click answers that don’t take up more than a second of a customer’s time. (10 seconds if you’re a slow reader.)
WebEngage helps reduce response time remarkably by creating custom response categories and conditions to route responses to the concerned people. There are many features provided that cater to your site such as custom forms, automatic screenshots of the page customers are submitting feedback on, custom styling, multi-admin support, feedback inbox, and advance reports.
This tool’s feedback form appears subtly at the bottom of the screen to ensure it doesn’t disrupt the customer. You can conduct polls, prompt exit surveys, and ask questions that are triggered based on the time they’ve spent on the page, number of visits and even the number of items in their shopping cart.
Hotjar is awesome because the tool offers heatmaps and user recordings so you can track the user’s session on your page to locate where they appear to run into difficulty. These features help you visualize behavior such as a user’s clicks, taps and scrolling behavior which are arguably the strongest indicators of a visitor’s motivation. Wouldn’t seeing what your users see solve a lot of problems?
Pulse insights is similar to both Qualaroo and Survicate in that it’s easy and accessible. You have the option to customize an action bar, utilize 360 micro survey insights and collect user preferences and information at every customer touchpoint.
This is an easy to install form that allows visitors to leave a rating and comment in the form of compliments and suggestions. Feedbackify offers a 15-day free trial without a credit card and it’s only $19 a month if you decide to subscribe!
Opinionlab is one of the most popular VoC feedback methods out there. It gathers feedback in real time and combines it with the context needed to respond and take action on what the customer tells you. Opinionlab also enables you to explore all aspects of your customers’ interactions and delivers insight on how to optimize customer experience (CX) either on your website, via mobile or in your actual stores.
Using Kampyle, you can track user experience at different locations of the website. This method features advanced capabilities that trigger a feedback invitation for every x percentage of visitors or when someone is about to leave your site.
UserVoice is a tool that allows visitors to vote on ideas for new features of the website or app without having to register. Additionally, it offers options for forum moderation and management to easily organize and identify what your customer want. By using UserVoice, you’ll be able to evaluate trends and gain insights for roadmaps in order to show customers you’re listening.
UserEcho provides feedback in the form of an ideas forum, helpdesk, knowledge base, and live chat. With these support systems you can share solutions with your team member and customers, discuss private topics visible only to your company members, and most importantly, listen, respond and gratify your users.
While many of the features match previous feedback tools mentioned above, IdeaScale also incorporates Facebook so you can show the community your Facebook Company Page. You can customize short polls with it and filter profanity because we know no one can help themselves on Facebook.
UserReport offers similar features as previous feedback methods. However, it also allows you to create surveys to have direct interaction with users to learn who they are and how they think you can improve.
GetSatisfaction is a great way to give your visitors a chance to socialize more through public forums. The platform can be used to collect feedback from every page including compliments, problems, questions, and suggestions which other visitors can respond to. You can use this feedback to determine what issues commonly occur among customers and find solutions for them in the future.
UseResponse is a variation of UserVoice and GetSatisfaction except less expensive. In addition to having a feedback and forum, the package also includes a live chat client.
Helprace blends multiple tools together such as email management, customer community, feedback, docs and knowledge base. Each tool provides a personalized support experience to collaborate with your customers, listen to their concerns and collect productive feedback on the spot.
Usabilla allows users to tell you what they think of your app through screenshots, reporting bugs and sharing their opinion overall through actionable feedback. If they chose to do so, customers can continue to give feedback offline. Use Usabilla to personalize a widget, create your own feedback form and ask targeted questions.
Usersnap is a nifty tool where users can make notes, add comments and circle certain elements. All of this feedback is presented to you in a screenshot so you can see exactly how the user annotated your page.
TrackDuck is especially designed for web designers and developers so users can highlight elements of the page and give comments on it. You can chat with other users protectively and assign tasks and check the progress of certain issues. Allowing colleagues or clients to give feedback right on your website makes tracking bugs much easier!
Much like Usersnap, Mopin.io offers a free visual feedback tool that’s perfect for testing new landing pages and web designs. This is a hassle free tool that doesn’t require any installations, so if you’re lazy and want to do it fast, Mopin.io is your man.
Using Trustspot.io, customers can leave reviews in an email customized to fit your company’s branding. The emails forms are mobile-friendly providing a simple and quick way for customers to provide feedback. On a trustworth 3rd party platform, visitors can take a look at your reviews on a profile page.
Similar to others tools, KiyOh focuses on ratings and reviews but is much favorable in terms of price and features. They offer a longer free trial of 6 weeks!! Definitely worth a shot.
eKomi gathers both customer and product reviews to be reviewed by eKomi’s Feedback Management team. Once reviewed, they are published online and syndicated to all search engines.
With TrustPilot, you can make connections so that people are invited by email to give a review or provide feedback. All reviews are shown in a public review community and can even be shown on your own website or Facebook company page. Everyone loves seeing positive feedback and displaying it on multiple platforms will give your 5-star company the attention it deserves.
When using Feefo, after making a purchase, the customer receives an email asking them to review the product which can then be shown on-site if you choose to do so. You can also use insight tags to see trends, themes and keywords in your feedback.
In addition to inviting respondents by email and the usual features to setting up a survey, you can also connect with SalesForce, making results visible in a SalesForce dashboard. Trigger surveys also appear based on customer activity.
Anything involving Google is obviously magnificent. With Google Forms, you can put together surveys, utilize a drag and drop interface to create surveys quickly, and collaborate on the survey with your team. Did I mention the design is totally customizable by you? The data is immediately available in Google Sheets and the surveys are free for those who have a Google account (which, duh, everyone does).
Typeform focuses on viewing their visitors as humans and not users. Their forms are visually stunning and extremely user friendly, which ultimately keeps the “humans” engaged in the surveys from start to finish. Using Typeform, you can also create registration forms, order forms and ultra creative typeforms for anything you can think of.
Everyone’s heard of SurveyMonkey and it’s probably the most famous traditional survey tool. SurveyMonkey is popular among companies and students because it offers 15 types of questions such as open ended and multiple choice quizzes that can automatically be scored. Not to mention, it’s free (for the basics) and easy to get started. You can also analyze the data by composing a chart.
Like SurveyMonkey, SurveyGizmo can be used to quickly design a survey with a free and paid option. One fun feature is that it supports multiple languages and can translate within the same survey. This is perfect if you have a global audience.
The possibilities are endless with Formsite who provides over 100 templates and 40 question types for composing surveys, registrations, order forms, lead forms and much more. The forms are easy to create with a drag and drop form builder feature. You can also integrate with SalesForce, Dropbox and Mailchimp.
Polldaddy enables you to embed the survey on a page or invite respondents by email. The results are made available to you in real-time. The options of small quizzes or ability to rate with stars only takes up seconds of the visitors time.
Customers are more demanding and less patient than they’ve ever been before. When providing feedback, they expect a listening ear and action to be taken in return almost immediately. You need to be ready to live up to their expectations in an honest and timely way. After all, customers are who make or break your business.