Visual Feedback Processes - Why feedback is changing

Knowing whether your website or product is serving the needs of your customers is a challenge that every product manager faces. Hours, weeks and months can go into building out features. Often this effort is based on extensive research into customer needs and expectations. However, sometimes even the best-laid plans can miss the mark.

This is where user acceptance testing and product beta versions come in. Thorough testing of a product prior to full launch ensures that bugs and issues are ironed out. It also provides a great opportunity for testers to recommend additional features or adjustments that will greatly improve the user experience and possibly add value to the product.

Why you need visual feedback on your product or website

Visual feedback drives the process of change and improvement. By providing the means for users to provide you with visual feedback, or employing testers directly to do so, you can gain a rapid understanding of which specific aspects of your site are causing issues for users or could have improvements.

Visual feedback collection can often be a more powerful driver of improvement than other data collation tools, such as hotspot trackers or analysing user flow. When users use a visual feedback tool to directly call out website content or functions, that is direct, actionable feedback that can be implemented immediately or at least investigated.

Why visual feedback is increasing in popularity

Visual feedback tools are becoming more widespread on websites and SaaS products. Tools for visual feedback on websites are seeing increased uptake as more businesses with an online presence recognise the importance of collecting it.

The reasons for this rapid increase in popularity are quite straightforward. Visual feedback is easily digestible and quickly communicates on-page issues to those who can action them (such as front-end developers or designers). Provided you’re using the right visual feedback tool, it also can be very easy for website visitors to provide feedback. In many cases, you may see an increase in the amount of feedback you’re receiving over more traditional text or rating-only feedback tools.

How to collect visual feedback

Collecting visual feedback is an extremely straightforward process with the right tool. Using Userback, website visitors can simply take a quick screenshot of the area of the website that they’d like to provide feedback on and write a quick comment explaining their feedback. From there, it’s a simple matter of submitting it. The feedback will immediately be lodged with the task management software used by the website or product owner. Whether it’s Asana, Slack, Trello, Basecamp or GitLab, visual feedback can be quickly added to a workflow for actioning later.

Collecting a good quantity of user feedback is critical to ensuring you’re prioritising the changes that customers really want. Provided that you gather enough feedback from a broad variety of customers, it can quickly become apparent which changes are critical to ensuring a higher rate of conversion or a more fluid user experience across your product or website.

Reporting on feedback

Effectively collating, implementing and reporting on the feedback submitted through your website or product is essential in order to assess changes over a long period and determine whether the feedback you’ve chosen to action provides real value or whether some types of feedback may be discarded in future.

Some platforms, such as Userback, have a “project” feature that can allow you to silo feedback. Additionally, while feedback may be collated inside a single section in your project management or task tracking software, you can easily distribute it according to urgency or area of need from there.

How Userback can help

Userback provides extensive capabilities for visual feedback directly out of the box. Our entire product revolves around making the process of providing website feedback simple and easy for users, while also ensuring that feedback is delivered to the relevant parties in a way in which it can be quickly actioned.

The benefits of collecting visual feedback on your product or website are endless, whether you’re implementing a feedback collection process at the earliest stages of beta testing or in a final product. Using a product like Userback to collate and action that feedback can have an immense impact on administrative efficiency and ultimately the user experience on your website.

Sometimes just a simple change can mean the difference between a poorly converting product or landing page and one that provides great value to both the customer and the business. Userback ensures that you don’t miss these simple changes — it provides users with every opportunity to tell you exactly what they think of your product and how it could better serve their needs.

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