off Individual Membership
every year you're a member with us
Hurry our offer ends in
New Individual Annual and Monthly members only. Valid until 30th April 2017. This offer is available for the lifespan of your membership, if you choose to cancel your membership this offer will end.
Web analytics can provide the what, the when and the how, but struggle to deliver the why and the rationale which explains the numbers from your analytics tool. 'Voice of the Customer' tools can run continuously in the background, be focused on specific pages or be time-based, gathering detailed feedback on barriers to conversion, design issues, user confusion – all useful and actionable insight for marketers.
These tools allow you to go beyond the quantitative insight of analytics tools and provide a deeper layer of site visitor feedback. Tools in this category are growing in popularity and include general website feedback, crowd sourced product opinions and exit survey functionality.
Survey money is a great option for traditional customer or site visitor research prompted by email or on a website. It’s the best-known survey service, popular thanks to its free option and the paid versions are a modest price. Its simplicity (along with the free option) goes a long way to explaining why it is so popular.
Polldaddy is a great tool for quickly creating stylish customer or site visitor surveys. We love this tool for quickly creating stylish surveys with a range of questions types. The free version isn’t restricted, apart from the presence of branding. We believe it’s easier to use, is better for more advanced survey options and provides better reports than Typeform. It's ease of use and style of templates make it stand out from the competition.
Typeform lets you produce simple, interactive looking surveys. In terms of aesthetics of the finished survey, it's the best option out there. It's simplicity of the finished design and quality of its interactions, particularly for mobile devices make it stand out. Typeform is a highly rated new entrant suitable for user-friendly consumer surveys on mobile. It is less suited to research or more complex surveys than the two preceding options in this category.
Hotjar is an all-in-one analytics and feedback tool helping you to truly understand your web and mobile site visitors. This is a relatively new tool, but we prefer it to some of the existing services since it also enables questions to be asked on some pages for qualitative feedback. Other tools in the category don’t all provide insights from prompting visitors with polls.
Confirmit is an enterprise VoC option for large-scale surveys deployed across multiple segments, product categories, business units or countries. Confirmit covers the range of the Voice of the Customer process, from program definition and design to analysis, reporting, and action management. It is a powerful tool, but expect to pay an enterprise level price for it.
By Robert Allen
I am the Editor of Smart Insights. I manage the Smart Insights blog and write on a range of subjects- Marketing Technology trends and latest tech developments are a regular focus, as well as exploring key marketing concepts. You can get in touch with me on Twitter and connect with me on LinkedIn.
Start the discussion on our community and social networks
Recommended Blog Posts
The best tools for understanding your online marketplace? I find that on training courses, the tools I recommend to help marketers are always popular, especially the free tools… At a course I was asked for a list of “essential tools” …..
Flybe and Honda are fined £83,000 for breaking data rules The EU’s General Data Protection Regulation (GDPR) is coming into effect in May 2018 and businesses have to prepare for this new rigorous regulation. Because of this, companies are beginning to …..
Popular Blog Posts
Statistics on consumer mobile usage and adoption to inform your mobile marketing strategy mobile site design and app development “Mobile to overtake fixed Internet access by 2014” was the huge headline summarising the bold prediction from 2008 by Mary Meeker, an …..
Landing page examples and best practice advice Discussion of web design in companies who don’t know the power of landing pages still often focuses on the home page. But savvy companies know that custom landing pages are essential to maximise conversion …..
Amazon’s business strategy and revenue model: A history and 2014 update I’ve used Amazon as a case study in my books for over 10 years now since I think all types of businesses can learn from their digital business strategy. From startups …..