Website Customer Feedback Tools review

5 types of online audience surveying tools to help create 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.

January 2016 update to tools

Thanks for your suggestions in the comments - I have included UserSnap and GetResponse as more cost-effective alternatives to existing tools. Other comments of the latest tools you have used and those you recommend/don't recommend are always appreciated to update this post further!

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
  • Qualaroo (originally KissInsights from Kissmetrics) 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

These services give ideas on improving a service based on shared opinions of visitors - they are similar to the Dell Ideastorm approach used to gain ideas on improving Dell's products and services.

  • Hotjar. We use Hotjar in our members area to get feedback on new features like our benchmarking and toolkits. We use the free version which can be tailored like Qualaroo.
  • 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

Getting direct feedback on the user experience of a site is one of the most effective ways to get insight about the perceptions of site visitors that just isn't available from analytics. These services arrange for  a panel of representative people to give direct feedback on a site by recording a voice over of their experiences and views based on their completing a task such as finding a particular type of product on a retail site. Their views are recorded and then can be played back on video.

  • WhatUsersDo - Recruit a small panel of testers to complete a task and they feedback through video (UK-based). is a widely used US-based version.
  • Userlytics Target a particular profile of customer to get mystery shopper / focus group type feedback on a web site or prototype
  • Five second test a simpler tool where you can Email or Tweet link to get instant feedback on a page

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

These services rate intent (reasons for visiting a site) and against satisfaction. Not everyone is interested in buying a service immediately or ever, so these Voice of the Customer (VoC) surveys give invaluable insight on the gap between desired and actual experiences on a website or in a mobile app.

  • 4Q Survey survey from iPerceptions - Free exit survey tool rating intent (reason to visit site) and satisfaction - now part of the paid iPerceptions toolset - but still free to trial. Some companies use this 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 - these are not off the shelf, but provide a service using other tools and mystery shopping

5. General Online Survey Tools

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

The four most popular services we recommend to compare are:

  • Survey Monkey - probably the best known online audience survey tool - with a free option
  • Polldaddy - less well-known but we like the style of the questions that we use for our online polls and longer surveys on Smart Insights - we pay to subscribe to this.
  • Zoomerang - another well known freemium survey tool option
  • Survey Gizmo - our final recommendation - another well-established survey service with free and enterprise options

Other options more intended for Enterprise use are Fluid Surveys and Confirmit more suited for regular VoC surveys.

Increasingly, we are seeing tools developed across these categories. For our own audience feedback on Smart Insights we now use Hotjar since this offers a range of survey tools across the categories in this post.

Share your thoughts

  • John commented on December 21, 2016

    Great collection! Especially Survey Monkey, it’s my favorite tool.

    I have another tool; I would like to share it with you as well. Sentimeter (, this provides the automated solution to listen your customer experiences and point out the alarming situations/sections that you can easily fix accordingly.

    Hope you people will find it useful too.

  • Alvin commented on September 6, 2016

    One of the most important things when you look at website feedback platform is what i call “Time To Feedback” – this measures the time it takes any platform to supply significant feedback which leads to website improvement, conversion optimization, increase in satisfied customers and sales.

    another thing to look into, is how any platform helps you ask the right questions, the right users, at the right time, without employing a team of data scientists.

    one of the platforms i was looking at which does this great is called “”. They automate the entire feedback process and give powerful insights on what is needed to grow any business. find it at

  • Arain commented on July 24, 2016

    Thanks for the list of survey tools – I found Survey monkey the best one when it comes to collecting survey. Gonna give it a try 😉

  • I use WP Polls plugin. It’s a great alternative to Polls Daddy plugin. Anyone tried it?

  • good Dhashrat advised to celebrate ka Dehen. Viplav got his collar and claimed him Ishq Ka Rang Safed not to say her characterless and was going to hit on glass against him when her prevents using a guarantee. nice.

  • In general all the online survey tools are limited in various ways. is the only one really free. Allows you to create an unlimited number of surveys with unlimited number of questions and collect an unlimited number of responses.

  • Robert commented on January 6, 2016

    You should definitely check out Usabilla. We are the fastest growing VOC solution in the market and its thanks to our unique approach to gathering rich visual feedback in passive and active ways. Take a look at the Skyscanner, or Oxfam websites to get and idea of how it works 🙂

  • Hey thanks for sharing the list of feedback tools. It indeed helped me in getting reviews for my website. While searching on internet, I came across another website ( which provides website owners a platform to get free feedback for their website. If you want then you can add the above website in your list. anyways thanks for this wonderful article. You made my day. Cheers

  • Great article! We have a cool customer feedback tool with integrated CRM and Mass Email called feedb. Check it out @

  • I want to recommend . With punchnote, you can track feedback at a micro level and identify which of your assets are working for you and which are not. Furthermore, If you have a use case where you want to gather feedback for a non-digital asset, then punchnote provides a really good qr code based integration

  • Harrison commented on July 2, 2015

    We use to get feedback from clients and automatically sync up emails with ConstantContact for our marketing campaigns. It is simple to setup and the pricing is competitive. Thanks for the article, Ive spent a lot of time researching this market…

  • Srikanth commented on May 2, 2015

    usefull article..

  • Sezgin commented on April 28, 2015

    Really insightful article. I can recommend checking Voice of Customer for gathering real-time feedback on website.

  • Useful article, thanks Dave! Even though it’s been a while since you wrote it, it seems very relevant stil! Customer feedback still has a long way to go. I know you covered the basics but can I suggest another category? It’s Customer Feedback and Helpdesk Software. Helprace (see includes a helpdesk with its crowdsourced community platforum which also acts as a knowledge base.

    • Yes Jan,

      Certainly Helpdesk software and the staff using it are a great source of insight – although less directly for feedback than the ones above.

      We use which is good for service, but no sure it helps us categorise types of problems/new product ideas. We use Kampyle more for that.


  • Ahsaan Ali Jutt commented on January 5, 2015

    Check This Game It’s Awesome….

  • Jarred commented on November 17, 2014

    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…

  • complaints commented on November 1, 2014

    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.

  • Manas Chakraborty commented on October 9, 2014

    Feedback is good

  • Five Tailors commented on October 6, 2014

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

  • David Hachez commented on August 7, 2014

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

  • Damien commented on July 27, 2014

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

  • Rebecca commented on June 16, 2014

    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!

  • TrackDuck commented on June 5, 2014 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.

  • Amit Kapoor commented on May 23, 2014

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

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

  • Andreas commented on March 22, 2014

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

  • Carol Berrigan commented on February 3, 2014

    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.

    • 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 commented on February 3, 2014

        Yes of course! thanks

        • Nigel Lindemann commented on July 6, 2016

          Hi, Carol made a great point indeed, but I don’t think you’ve added it into the article yet. You should! Keeping your content relevant can only increase this site’s value

  • David N. Bull commented on December 22, 2013
  • dekorte commented on December 2, 2013

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

  • Alex Wallis commented on June 8, 2013

    Great roundup, I personally use works great for me.

  • Tim commented on June 4, 2013

    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.

  • 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?

  • Dennis commented on September 25, 2012

    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.

  • Trevor1975 commented on June 5, 2012

    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.

  • Jason Brinson commented on April 12, 2012

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

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

  • 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.

  • Noah Meyer commented on January 29, 2012

    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.

  • Oleg Maximoff commented on December 28, 2011

    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).

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

  • 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 commented on April 8, 2010

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

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