Have you ever stared in futility at your analytics platform, wondering why traffic is declining or a particular page is just failing to convert? Despite our best efforts, sometimes it can simply be impossible to identify on-page issues using data or split testing. This is where direct website feedback from your users comes in. Hear the problem, straight from the horse’s mouth.
Website feedback is generated by users. Whether direct (such as a survey) or indirect (observing user data), website feedback provides product managers and other stakeholders within an organisation with important feedback about how people use their website.
Website feedback drives improvement processes on your digital property. Understanding how people are using your website or product provides you with insight into where improvements can be made. Collecting the right user feedback and combining it with other data allows product managers to drill down into potential issues in the flow of users through the site and how that stacks up against any conversion points.
Without adequate levels of website feedback (or even bare minimum levels), it can be very difficult to make good decisions around design and marketing spend. Website feedback is absolutely critical in order to provide the kind of data that decision-makers need in order to assess the direction the product or website is going to take. Essentially, without good website feedback, you’re flying blind.
There are plenty of methods to gather feedback for your website, some more effective than others. The key to gathering feedback effectively is ensuring you choose the right method for your particular digital property. Generally speaking, the most common means of obtaining direct feedback from users include:
Scores and surveys are exceedingly common. A straightforward score system of 1–5 stars for a web page or different features can provide very basic feedback on the user experience. More complicated surveys that cover a variety of topics can provide more in-depth information but often suffer from a lack of participation.
Scores and surveys are most often delivered via a website popup and can in themselves impact the user experience on the site and distract from the customer journey.
Straightforward text is a common method of obtaining website feedback from users. This is usually achieved during a basic form that allows users to identify issues with the website. It is often accompanied by some means of scoring the user experience.
Providing users with the ability to take a screenshot while providing website feedback allows you to immediately see the suggestion or issue they’re pointing out. Most screenshot tools have associated text to allow the user to explain exactly why they are submitting feedback.
There are countless other methods of obtaining website feedback that don’t require direct participation by website users. You can gain indirect feedback by looking at heatmaps, user flows through the website, forum discussions (particularly relevant for those with a digital product), and other means of gathering and analysing data that are generally not considered in the realm of website feedback.
However, nothing beats direct, explicitly-stated user feedback.
When you’re choosing a tool to gather website feedback from your users, you need to make sure that it can address three separate requirements:
Ensuring that users can easily submit feedback is crucial. You don’t want them to have to go out of their way to help you improve your site. Make it simple and straightforward and they will happily provide website feedback. However, you don’t want to shove it in their face. There’s nothing worse than a deluge of popups asking for feedback when you’re trying to research or purchase a product or service. Don’t throw users off their journey, and don’t get in their way, just give them the option, clear and easy to use, if they would like to provide feedback.
Using a website feedback tool that slides straight into your existing work processes has a slew of benefits. For one, there’s minimal interruption to ongoing work. Further, you don’t need to adopt new software, have all new notification emails and yet another platform to check every day.
Userback does all of this. It’s exceedingly simple for users — just a quick screengrab and some text. It can be configured to be unobtrusive, but just obvious enough that someone looking for it will find it. It can also push website feedback through into whatever project management tool you’re using, whether that’s Asana, GitLab, Jira, Microsoft Teams, Trello, Basecamp or more — it’s all compatible with Userback.