Best Customer Experience Websites Use a Website Feedback Tool

Website Feedback Tools to Improve Customer Experience

Client feedback is important at every stage of the website development lifecycle as it’s the clients who know the market the best. They are the ones who are actually facing the problems for which we are building solutions. 

Then who can give us feedback better than our clients?

Asking for website feedback is an important task, necessary to improve customer experience, but getting actionable feedback at the right time is not an easy nut to crack.

Asking for meaningful contextual feedback from your clients, right from the brainstorming phase; gives you early access to the problems that might deteriorate user experience. 

Great user experience equals successful website development. And you can only nail UX right, with more and more quality feedback.

You can ask for feedback in multiple ways but what is important is that:

  • You provide multiple options to share feedback.
  • You ask for feedback at the right time.
  • You analyze the feedback to understand the basic problem and then look for solutions.
  • You take actions based on the feedback in time.
  • You keep a track of all the feedback coming in, to rollout any possibility to miss some important comments.

Luckily, there are many website feedback tools on the market that enable you to learn about customer experience. Using feedback tools you can get answers to questions like why visitors do what they do. 

In this article, we’ve collected the best tools to assist you.

Feedback tool: zipBoard

Share your web project as a link with your clients; where clients can annotate and add comments. You can track and manage all these inputs from different clients at the same place easily and effectively.

How it works: Using the shared link the clients/users/stakeholders/SMEs can review the content easily. As each review session is launched in the browser itself so the look and feel are exactly what it is for end-users.

Wherever the reviewer spots any issues s/he can take a screenshot and pinpoint the issue using the annotation tools. Once clients have submitted the feedback, it can be analyzed. It captures all imp info like browser, OS, screen resolution, etc. to help you understand the actual problem. Tagging, prioritizing, and status update options make it easy to manage feedback effectively.

The purpose you can use it for: Practical use cases you can use zipBoard for…

  • To gather all your project resources in one place.
  • Track different versions of files in one place.
  • Get, analyze and manage (prioritize, assign…) client feedback.

Content format supported: Clients can use zipBoard to annotate webpages, web apps, images, pdf, SCORM, or any other web/cloud-hosted content to share their feedback.

Price: Starts from $0.

Feedback tool: Usability Hub

It’s a platform for web dev teams to get usability suggestions from random users around the world. It allows you to get feedback in different respects from end-users who generally don’t know anything about your product. You can ask for feedback in terms of what they remember, where would they click for doing a certain job, etc.

How it works: You can create a test for your web page/design where you need to choose the type of test you need to conduct. There are 5 types of tests available: Click test, Five-second test, Preference test, navigation test, and question test.

Real users share their opinion according to the test type you conducted and you get valuable insights. All responses are reviewed by the usability hub for quality check. So only high-quality meaningful feedback reaches you.

The purpose you can use it for:

  • Get usability feedback from real users.
  • Conduct A/B variation test for web design.

Content formats supported: You can use UsabilityHub to get feedback on webpages, Web apps, web design elements (logo design, template design, etc.)

Price: Starts from $0.

Feedback tool: User testing

Random end users are given tasks and their actions and voice is recorded as their response. By analyzing these responses we can get to know where the customers are getting confused.

How it works: Here you are not supposed to choose one test type from predefined values but you can create your own task that you wish your users to accomplish. It provides you with user behavior insights by recording the user responses and actions to complete the task assigned to the real users testing your content.

You can also narrow down the funnel (income, age, profession, experience, etc.) for who would take the test to replicate the exact expected target audience.

The purpose you can use it for: Practical use cases you can use Usertesting for…

  • Identify usability problems at any web development stage (wireframe, prototype, or live content).
  • Get usability feedback and user response recordings.

Content formats supported: You can use Usertesting to gain insights into user behavior for your webpages, web apps, wireframes, or prototypes.

Price: Custom pricing.

Using onsite messages for email list building or recovering abandoning visitors is a common practice. But with OptiMonk you can also get feedback from your customers and build responsive surveys that display on a popoup or on a nanobar. You can ask specific questions with the custom form fields.

How it works: OptiMonk offers onsite retargeting by monitoring the behavior of visitors on your website. When their behavior indicates they are ready for some additional information, content is displayed to them, usually in a popup overlay. You can convert some of these visitors into sales in real-time by using an incentive to purchase immediately.

However, for those customers who aren’t quite ready to buy, you can retarget them with a secondary message, e.g. you can ask them to give feedback. Unlike traditional popups which can annoy your visitors, a well-timed onsite retargeting popup can give your visitors an opportunity to voice their opinion.

The purpose you can use it for: Practical use cases you can use OptiMonk for…

  • to ask your abandoning visitors why they’re leaving the website
  • to get long-form text feedback from cart abandoners
  • to conduct a short survey by selecting predefined answers

Get feedback from your customers

Content formats supported: It works on any website and integrates with any ecommerce platform. Visitors can give text feedback.

Price: Starts from $0.

Note: If you don’t have an OptiMonk account yet, create a free account now and start getting feedback from your customers.

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By using FullSession, you can build a seamless digital experience for your visitors. It allows you to tweak and optimize your website by keeping the long-term growth factor in consideration. The primary features that come with this tool are session recording, interactive heatmap, and customer feedback.

How it works: With the help of this tool, companies can create a very collaborative environment where you collect data from customer behavior and real-time feedback. The session recording feature allows companies to monitor how customers engage with their websites.

Other than screen recording, there are two more features- interactive heatmap and customer feedback. The former gives better insights by regular website heatmaps which also helps you strengthen your predictive analytics.

The latter, on the other hand, allows you to quantify customer sentiment and directly know from them what they like about your website, and what gives them a hard time there. You can completely eliminate guesswork from your analysis and find out the net promoter score (NPS) with instant visual feedback.

The purpose you can use it for:

  • Get usability feedback from the users
  • Spot pain points, issues, bugs that users are facing, and spot solutions instantly.
  • Advanced analytics to learn why users truly don’t convert.
  • To find out why users are unhappy by viewing session recordings for low feedback scores.

Content format supported: It can work efficiently on all sorts of websites and can be integrated with any eCommerce platform. Visitors can give text feedback.

Price: Free

Feedback tool: Typeform

Great tool for setting up client surveys. You can also set up forms, quizzes, and polls. The conversational tone adds up to the user experience and helps you collect data easily.

How it works: With Typeform you can create, integrate and share text forms. While creating forms you can define questions and set the type of questions (Multiple choice, short text, or descriptive).

All major 3rd party integrations are supported to import/export data. To get the responses you can share typeforms directly or can embed them as well.

The purpose you can use it for: Practical use cases you can use Typeform for…

  • Submitting tickets/issues directly from the website.
  • Understanding customers/visitors better.
  • Onboarding users.

Content formats supported: You can use Typeform to get any type of text responses from users be it a quiz, a short questionnaire, feedback form, etc.

Pricing: Starts with $0.

ProProfs survey Maker

Having an active base of 100,000+ users, ProProfs Survey Maker is the most versatile tool that helps you with retaining and converting website visitors via a wide range of on-page surveys, pop-up surveys, NPS, live chat, feedback widgets, and polls.

It offers 100s of pre-built survey templates that you can completely customize with your brand’s themes and images.

How it works: Proprofs Survey maker makes it easy to collect real-time feedback from your website visitors. You can simply use one of the survey templates or can start from scratch.

Once you are done with creating surveys, make use of the rich dashboard that encompasses proficient data analysis and reporting capabilities – this makes it seamless to track who took your survey, when they took it, how they answered, and more.

Moreover, easy integration with third-party apps such as Microsoft Power BI, Salesforce, and Zendesk helps convert all your survey data into actionable insights.

The purpose you can use it for: Practical use cases you can use ProProfs Survey Maker for…

  • Acquiring new customers.
  • To offer a competitive edge.
  • Elevate customer retention.
  • Improve upon negative reviews.

Content formats supported: You can use the ProProfs survey Maker to collect feedback from any platform. Respondents can share text feedback, images, selfies, videos, and screenshots. 

Pricing: Starts from $0.


Collecting website feedback in order to improve user experience has to be an important part of your process. We’ve listed 7 of the best website feedback tools. We know there are more feedback resources and will keep on adding.

You can choose the right one depending upon your product lifecycle needs. Whatever be the medium to gather feedback at the end it should provide you insights about the customer behavior and customer experience.

About the Author

Ruchi Goel is a digital marketer with an interest in user-focused web development and design. To read more of her articles, find her on Medium.