Website Customer Feedback Tools review

5 types of tools for a more customer-centred website and brand

Web analytics tools such as Google Analytics are used by nearly every company since they provide valuable quantitative data on site visitor behaviour. No surprise there.

But web analytics systems don’t give direct qualitative feedback from site visitors and customers and the surprise to me, is that relatively few companies use these, although their popularity is increasing rapidly.

We believe that qualitative website feedback tools are also essential to take the pulse of your website, but surprisingly they are less widely used despite paid services such as Opinion Labs being available for many years and some incredible free tools such as the much lauded 4Q Survey.

5th March 2012 update

Thanks for your suggestions in the comments – I have included UserSnap and GetResponse as more cost-effective alternatives to existing tools and also recommend taking a look at Vaninas social comparison feedback tool on feedback tools. Other comments of what you’ve used and recommend/don’t recommend always appreciated.

So, this is our recommendation on the different types of online customer feedback tools and web services:

These tools are based on our review over the last year or so. If there are more feedback tools which you think would be helpful or you have positive opinions on these – please let us know.

Thanks, Dave Chaffey.

1. Voice of Customer Website Feedback Tools and Software

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

They are run continuously to enable continuous feedback including ratings on page content, products and services:

  • Kampyle A tool popular with bloggers and smaller sites for which it’s free (single form and 50 comments). Paid service for higher volumes. Integrates with Google Analytics well for Feedback Analytics.
  • UserSnap – a simple feedback tool for visual feedback – thanks for the comment Noah
  • OpinionLab Higher-level tool which tends to be used on large-scale, corporate sites.
  • CS Site Manager CS stands for customer satisfaction and this is one of the main benefits of this tool – the capability to continuously research customer satisfaction and benchmark against others using the ACSI methodology.
  • PollDaddy Enables surveys to be added as widgets, so good for blogs and custom surveys – includes API
  • Bugmuncher – a feedback tab for websites that allows users to easily send highlighted screenshots of webpages along with their feedback. Useful immediately post launch or for testing, but can be deployed continuously
  •  KissInsights Asks specific questions about a site or individual page types – e.g. product pages or checkout – this is an interesting case study of how it’s used to set pricing in a software service product.

2. Crowdsourcing feedback tools and Software

  • Uservoice A different form of feedback tool from the others since it focuses on innovation, for example product and site suggestions. It positions itself as a crowdsourcing tool. The free version allows for simple votes on ideas and sharing ideas within a forum.
  • IdeaScale Offers structured feedback within customer communities also.
  • Google Moderator Google Moderator can be used for a similar purpose and can be embedded within a site or intranet. Here is a simple crowdsourcing example for practical tips.

Some customers will also feedback on the website experience or customer experience offsite in a forum of which GetSatisfaction is the best known. So feedback on relevant third-party sites should also be monitored. Thanks for your suggestions in the comments – have added UseResponse – which seems to be a lower cost version of GetSatisfaction.

3. Simple page or concept feedback tools

  • Five second test Email or Tweet link to get instant feedback on a page
  • Ask500People Gain feedback from 500 people targeted on their demographics within less than 12 hours.
  • Userlytics Target a particular profile of customer to get mystery shopper / focus group type feedback on a web site or prototype
  • WhatUsersDo – Recruit a small panel of testers to complete a task and they feedback through video (UK-based). is a US-based version.

4. Site Exit Survey Tools – Visit Intent vs Satisfaction Tools

  • 4Q Survey survey from iPerceptions – Free exit survey tool rating intent (reason to visit site) and satisfaction. Some companies use for redesign, others as permanent tracking
  • Foreseeresults – A similar service to iPerceptions. Again a US business but used often in UK too.
  • eDigitalResearch – A UK-based business with a range of customer benchmarking and research services

5. General Online Survey Tools

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

The three most popular are:

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  • Jeroen Bouserie

    I would suggest to add QuestionPro to category 5 General Online Survey Tools, it is IMHO a very good survey tool. I used to work with SurveyMonkey but I now prefer QuestionPro mostly.

    • Dave Chaffey

      Thanks for your suggestion Jeroen – good to hear about tools which readers think are better than the “usual suspects”!

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  • Vanina

    Hello Dave,
    I have started a collaborative comparison table of these feedbacks tools, if you want to participate, you are welcomed:

  • Oleg Maximoff

    SaaS services, so popular, and so expensive.

    Consider including UseResponse ( in this list.
    It’s self-hosted (yeah, you won’t depend on user agreements and lots of limitations of SaaS services) PHP/MySQL solution with full sourcecode available on purchase.

    P.S. … and you’ll have to pay for it only once and use what you bought forever (however upgrades past 1 year after purchase isn’t free).

  • Noah Meyer

    I’d like to point you towards which basically provides the functionality of the Google+ Feedback Button plus a neat sticky note feature. Very handy if you want feedback on you page itself since it’s visual.

  • Jim Kinloch

    I can vouch for Kampyle. We used it for a few months. We didn’t learn anything new about our visitors BUT it did confirm something we weren’t asking regarding the cost of delivery, which we addressed. Kamplye works on a wizard for the set up of the forms it’s a mite convoluted but worth the effort.

  • Jason Brinson

    We use – complete free tool to capture video feedback. Has an API too.

    • Jim Kinloch

      Thank you very much for this Jason. I’ve checked it out and will be using this service for a couple of projects. Brilliant!

  • Trevor1975

    We tried kampyle, Getsatisfaction, and Webreep. They all have their advantages and disadvantages. kampyle is great for small websites when you want a free tool that works like a contact form. Getsatisfaction I liked because it organized website suggestions that other users could vote on. Webreep had the dissatisfaction detector and multi-language which was useful for our asian sub-domains. I also heard snap-engage is pretty good, but we haven’t tried it yet.

  • Dennis

    I am a proud user of SoGoSurvey and have been for the past 1 year. recently they changed their Static Site look and it is amazingly beautiful with a lot of information.

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  • Michael Sendersky

    We’re currently using Webreep which has been awesome, but we have to change because their data is hosted on US servers (we have a policy about the Patriot Act). Any idea which of these tools hosts outside of the US? Preferably something with the same feature set as Webreep?

    • Dave Chaffey

      Sorry, I can’t think of alternatives with the same feature set who would be non-US.

  • Tim

    There are way too many feedback tools nowadays. I think it comes down to personal choice really – we found to be very effective for our company. It’s simple, intuitive, and very much affordable.

    • Dave Chaffey

      Thanks for sharing that Tim – good to have the recommendation – $12/month is certainly more affordable than some of the other options.


  • Alex Wallis

    Great roundup, I personally use works great for me.

    • Sunirmal


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  • dekorte

    What about integrating your feedback with your CRM so you can act on your customer insights across the customer journey. See

  • David N. Bull
  • Carol Berrigan

    Great overview!

    Since this article was written, mobile websites and apps have become more and more popular. As for normal websites, it’s important to collect feedback from the visitors of your mobile website or app. Since the screen size is smaller on mobile , the traditional voice of the customer feedback tools (section 1 of the article) are typically complemented with made-for-mobile surveys that are easy to take on smartphones and tablets. Example tools are:




    An imporatant point is that the branding of the survey should be be in line with your mobile site or app. In that way, people do not feel like they are navigating to another application. Therefore, most of these tools provide white label surveys allowing to change logo and colors according to your house style (e.g.

    • Dave Chaffey

      and this is a great point Carol – thanks for adding to the list of tools – I should pull these up into the article if that’s OK with you? Quite a few comments here now!

      • Carol Berrigan

        Yes of course! thanks

  • Andreas

    I would like to suggest , cheaper then the alternative and u can send a screenshot.

  • SamDaniel

    Well this can be useful as well for customer satisfaction survey. I have tried this .

  • Amit Kapoor

    Nice List. I have also Customer Engagement free tools likes Notification, Feedback, Coupons, Push Messages please visit my site and Give your feedback Thanks

  • TrackDuck visual feedback tool would make a great addition to this list. It’s simple to use, could be integrated with Basecamp and JIRA, provides option for anonymous feedback and has many more useful features.

  • Rebecca

    If you are looking for a customer onsite feedback app- check
    out echobravo: It is solving the social media challenge
    of poor reviews. Great app-real-time and simple to use feedback system!

  • Damien

    Cool list. You should add to the list. Works for us.

  • David Hachez

    You also might want to consider GetSmily starting with the emotions of the users

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  • Five Tailors

    Nice collection. We use for gathering design feedback at our agency.

  • Manas Chakraborty

    Feedback is good

  • complaints

    HP world uttam nager, new delhi
    Very very bad service. Non techinacal and non educated staff. Very poor repairing services. So any one c don’t go their and waste mony and time.

  • Jarred

    If you’re looking for a really easy to managefeedback tab, try out This is one I cam across recently, and it’s been awesome value for money. Definitely worth checking out…

  • Ahsaan Ali Jutt

    Check This Game It’s Awesome….

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