Gathering user feedback directly from your website, using a feedback button or similar, leads to powerful insights about how you can improve your product.
You can ask users for actionable feedback on bugs, content mistakes and poor UX. You can help users when they are frustrated and fix problems they’ve encountered. You can measure customer satisfaction over time. You can even ask for suggestions and feature requests to help shape your product roadmap.
But what should your feedback form look like? It depends on what feedback you need.
What are the key outcomes you want your user feedback strategy to support?
Do you want to:
All these would be useful outcomes, but which will be the most helpful for your company?
Usability addresses whether or not you’re able to achieve a task or goals with a product or service.
Do you have a new website? Or an old site that you want to redesign? Or even an established website that you know, from your analytics data, is underperforming? In all these situations, usability information from real users will be invaluable. So ask for it.
If you suspect you have usability issues for certain website pages only, you can include the feedback button solely on these pages. If you think you have a wider usability problem then put the feedback button on all pages.
The advantage of a feedback button is that it’s fairly discreet, so doesn’t get in the way of users successfully completing useful tasks. Don’t tackle usability issues by asking for feedback in a way that is disruptive and annoying for your users!
From a business perspective, the content is the critical information the website, application, intranet or any other delivery vehicle was created to contain or communicate
— Content Strategy for the Web
If your content is not useful and usable then your users will abandon your website for a competitor. This is the case in all circumstance. However, it is particularly important if your product is content (so a course, for example).
Dr Edward Banham-Hall runs online courses designed to help doctors earn their membership of the Royal College of Physicians. He says:
We have to feel completely confident in the quality of our course and depend on high student satisfaction to remain in business. Without that, we really couldn’t exist. That can be really challenging because medical guidelines change all the time, science moves forwards, and it is really easy for our content to become stale.
Asking for student feedback on online courses decreases your workload, increases student satisfaction and helps you stay ahead of competitors.
In this example, users are asked to identify the type of mistake they’ve spotted. This way, you’ll have all typos helpfully collected together, for example, making them easier to deal with.
You might also want to ask users to take screenshots of the problem. This will save your users time describing the problem and remove confusion. Most website feedback tools should automatically include user URL, as well as other helpful technical information.
If you have just launched a new feature or beta product, your priority might be tackling bugs.
Fixing bugs is unglamorous. However, it will improve your user experience, help you convert and retain customers, and possibly save you maintenance costs down the line. This article lists 10 reasons why you should fix bugs as soon as you find them.
You might choose to include a feedback button on certain pages only. For example, if a customer is reading a help document to try and perform a certain action and comes across a bug, then you want your feedback button to be on that page.
On the other hand, if you want to use a feedback tool for internal bug tracking before releases, install the feedback button on your entire internal testing site.
You can change the text on the feedback button to clarify what feedback you want.
Your form will depend on the knowledge level of your users. This form is designed for less technical users:
Satisfied customers are most likely to buy from you again or continue to use your services. However, how you do you know if your customers are satisfied or not? One option is to measure customer satisfaction.
You have a few choices about what measure to use:
Ask customers to rate their satisfaction. Your customer satisfaction score can be calculated by adding up the sum of all scores and dividing the sum by the number of respondents. This question is most suited to customers who have just tried to do something.
Ask customers how easy or hard it was for them to complete an action or accomplish their goal. Lower effort usually equates to happier customers. This question is most suited to customers who have just tried to do something.
NPS asks the question, “How likely is it that you would recommend this company to a friend or colleague?”. This question can work well as a general gauge of brand loyalty and general satisfaction with your company.
For more information about how to measure customer satisfaction read this article by Hubspot.
Your users are some of the best people to suggest how you can improve your product. They probably use your product more than you do and know what it does well and where it struggles. Their insights can directly help you build a better product.
If you’re going full steam ahead with product development, then user suggestions could be your main priority. In this case, make sure you ask specifically for suggestions and feature requests.
You’ll particularly want to ask for this kind of feedback on website pages browsed by your existing customers (or trial customers). These might include help documents, community pages, and on contact pages.
Gathering user feedback should lead to better outcomes for your product or company. This means that processing feedback is as important as gathering it in the first place.
What collection process will be easiest for you? Feedback that is collected in one dashboard? Feedback that is sent to one email address? Or feedback that is sent directly to your favourite project management or issue tracking tools?
Choose a feedback collection method that supports your existing working processes rather than disrupts them. This way, you’ll be more likely to act on the feedback your receive, leading to measurable and positive returns for your company.
Get the feedback you need with our customisable forms.