David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional
5 min read

6 forms of user experience and online audience surveying tools to greatly help develop a more customer-centred website and brand

Web analytics tools such as for example Google Analytics are employed by just about any company given that they provide valuable quantitative data on site visitor behaviour. No real surprise there.

But web analytics systems don’t give direct qualitative feedback from website visitors and customers and the surprise if you ask me, is that relatively few companies use these, although their popularity is increasing rapidly. They may be used to aid UX improvement projects both on the live site so when getting structured feedback during website redesign.

We think that qualitative website feedback tools may also be necessary to take the pulse of one’s website and enhance your UX, but surprisingly they’re less trusted despite paid services such as for example Opinion Labs being designed for many years plus some incredible free tools.

April 2018 update to tools

Thanks for the suggestions in previous comments and via Twitter – I’ve included UserSnap, Usabilla and GetResponse as more cost-effective alternatives to existing tools. Other comments of the most recent tools you purchased and the ones you recommend/don’t recommend are always appreciated to update this post further!

So, that is our recommendation on the various kinds of online comments from customers tools and web services:

These tools derive from our review during the last 12 months. If you can find more feedback tools that you think will be helpful or you have positive opinions on these – please why don’t we know.

Thanks, Dave Chaffey.

1. Voice of Customer Website Feedback Tools and Software

These give a permanent facility for customers to feedback by prompts on every page.

They are run continuously make it possible for continuous feedback including ratings on page content, services and products:

  • Kampyle An instrument favored by bloggers and smaller sites that it’s free (single form and 50 comments). Paid service for higher volumes. Integrates with Google Analytics well for Feedback Analytics.
  • OpinionLab Higher-level tool which is commonly applied to large-scale, corporate sites.
  • CS Site Manager CS means customer satisfaction which is among the main great things about this tool – the ability to continuously research client satisfaction and benchmark against others utilizing the ACSI methodology.
  • PollDaddy Enables surveys to be added as widgets, so excellent for blogs and custom surveys – includes API
  • Qualaroo (originally KissInsights from Kissmetrics) Asks specific questions in regards to a site or individual page types – e.g. product pages or checkout – that is an interesting case study of how it’s used to create pricing in a software service product.

2. Crowdsourcing feedback tools and Software

These services give ideas on improving something predicated on shared opinions of visitors – they’re like the Dell Ideastorm approach used to get ideas on improving Dell’s services and products.

  • Hotjar. We use Hotjar inside our members’ area to obtain feedback on new features like our benchmarking and toolkits. We utilize the free version which may be tailored like Qualaroo.
  • Uservoice. Another type of feedback tool from others since it targets innovation, for instance product and site suggestions. It positions itself as a crowdsourcing tool. The free version permits simple votes on ideas and sharing ideas inside a forum.
  • IdeaScale. Offers structured feedback within customer communities also.
  • Google Moderator. Google Moderator may be used for an identical purpose and will be embedded inside a site or intranet. Here’s a simple crowdsourcing example for practical tips.
  • Usabilla – A variety of website feedback tools

Some customers may also feedback on the site experience or customer experience offsite in a forum of which GetSatisfaction is the greatest known. So feedback on relevant third-party sites also needs to be monitored. Thanks for the suggestions in the comments – have added UseResponse – which appears to be a lesser cost version of GetSatisfaction.

3. Individual comments from customers tools

Getting direct feedback on an individual experience of a fresh or existing site is among the most effective methods for getting insight concerning the perceptions of website visitors that seriously isn’t available from analytics. These services request a panel of representative visitors to give direct feedback on a niche site by recording a voiceover of these experiences and views predicated on their completing an activity such as getting a particular kind of product on a retail site. Their views are recorded and could be played back on video.

  • WhatUsersDo – Recruit a little panel of testers to perform a task plus they feedback through video (UK-based).
  • is really a trusted US-based version.
  • Userlytics Target a specific profile of customer to obtain mystery shopper / focus group type feedback on an internet site or prototype
  • Five second test an easier tool where one can Email or Tweet connect to get instant feedback on a page

4. Collaborative feedback tools (for development and live sites)

  • Bugmuncher – a feedback tab for websites which allows users to easily send highlighted screenshots of webpages with their feedback. Useful immediately post-launch or for testing, but could be deployed continuously
  • Zipboard –  annotate webpages to provide contextual feedback and create trackable issues, which are neatly organized in an activity manager for the whole team to examine. This can help increase productivity.
  • UserSnap – a straightforward feedback tool for visual feedback
  • Startup Stash – Includes additional feedback tools

5. Site Exit Survey Tools – Visitor Intent vs Satisfaction Tools

These services rate intent (known reasons for visiting a niche site) and against satisfaction. Not many people are interested in investing in a service immediately or ever, so these Voice of the client (VoC) surveys give invaluable insight on the gap between desired and actual experiences on an internet site or in a mobile app.

  • 4Q Survey survey from iPerceptions – Free exit survey tool rating intent (reason to go to site) and satisfaction – now area of the paid iPerceptions toolset – but nonetheless absolve to trial. Some companies utilize this for redesign, others as permanent tracking
  • Foreseeresults – An identical service to iPerceptions. Again a US business but used often in UK too.
  • eDigitalResearch – A UK-based business with a variety of customer benchmarking and research services – they are not off the shelf, but give a service using other tools and mystery shopping

6. General PAID SURVEY Tools

Of course many companies use more generic low-cost or free survey tools to analyze audience opinions.

The four hottest services we recommend to compare are:

  • Survey Monkey – most likely the most widely known online audience survey tool – with a free of charge option
  • Polldaddy – less well-known but we just like the design of the questions that people use for the online polls and longer surveys on Smart Insights – we pay a subscription to the.
  • Zoomerang – another popular freemium survey tool option
  • Survey Gizmo – our final recommendation – another well-established survey service with free and enterprise options

Other options more designed for Enterprise use are Fluid Surveys and Confirmit more fitted to regular VoC surveys.

Increasingly, we have been seeing tools developed across these categories. For the own audience feedback on Smart Insights we have now use Hotjar since this supplies a selection of survey tools over the categories in this article.

David Linder

David Linder

MSc in Marketing from the University of Salford. Facebook Certified Planning Professional Facebook Certified Buying Professional

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