Top 15 website feedback tools to capture customer insights

So you’ve spent time and money building a modern website with all the bells and whistles. You believe it should be a lean, mean, converting machine. But it’s been six months, and other than a few spam emails, you’ve only received a few leads from the site’s contact form.

Chances are you’ve missed the mark somewhere, and the only people who can tell you where are your site visitors. Enter website feedback — insights about the browsing experience from end users themselves. These insights can help you not only identify areas that need improvement on your website, but they’ll also tell you more about your visitors and what they’re looking for.

Website feedback tools help you request and collect end user insights in an organized manner, primarily via long- and short-form surveys. Surveys are an excellent and easy way to gain an understanding of where your site might be falling short, but here’s a useful piece of advice from Sam Cooper, digital marketing consultant at DM Wilbury: “Keep them short.”

While longer surveys can provide more insights, Cooper has found they tend to have lower completion rates. “Experience has taught me that these types of surveys need to have as few steps as possible for the user,” he says. “With every new text box or field of information, you are increasing the likelihood that the user will abandon the form and not provide any feedback.”

Whether you need to do a one-off survey or intend to implement a more comprehensive feedback program, one of the website feedback tools below is likely to be a good fit for your needs.

15 website feedback tools to try

Note: All pricing is accurate as of May 2023 and is based on the least expensive billing cycle on each solution’s website or other publicly available source.

1. Jotform

Jotform is a powerful form builder and survey maker you can use to collect website feedback. No coding knowledge is necessary to build forms — it has an easy-to-use, drag-and-drop interface that simplifies the building process. Plus, you can get your survey up and running quickly using one of its 400-plus feedback form templates.

Notable features:

  • Conditional logic and answer piping
  • Embeddable forms and popup forms
  • Conversational question display
  • Custom CSS functionality

What customers are saying:

“Creating forms is super easy. We are able to use custom CSS to style elements based on our branding. It is really nice to have conditional/customized logic and it is easy to post on our website.” — Michelle S. via G2

“It can be over simplified at times. Depending on the use, it may not be able to support all of your form needs.” — An events services user via G2


  • Starter: Free
  • Bronze: $34/month
  • Silver: $39/month
  • Gold: $99/month
  • Enterprise: Contact sales

2. SurveySparrow

surveysparrow landing page

SurveySparrow is a conversational survey platform that offers survey creation and chatbot features for the healthcare, education, hospitality, and market research industries, among others. If you have specialized feedback needs, you can customize your surveys with custom CSS.

Notable features:

  • Custom domain, CSS, and emails
  • Skip logic
  • Cross tabulation
  • SPSS export format

What customers are saying:

“There’s a huge feature list that covers surveys, NPS and customer journey mapping. The different options for survey types are incredibly helpful too, whether you’re looking to embed them into your product or website, send them via chatbots or just schedule regularly recurring surveys.” — Jamie M. via G2

“The email notification system seems not to work every time (at least in the free plan), even though I have it activated in my settings. There have been a few instances where I did not even notice I had forms awaiting my feedback.” — Sergio G. via G2


  • Forever Free 
  • Basic: $19/month
  • Essentials: $49/month
  • Business: $99/month
  • Enterprise: Contact sales

3. Feedbackly

feedbackly landing page

Feedbackly is a customer experience management solution designed to help you understand and measure customer behavior and sentiment. It allows you to collect customer feedback through online and offline methods, including SMS, email, QR codes, and website popups.

Notable features:

  • Emotional Value Index (EVI) metric
  • Multichannel feedback collection
  • Behavioral targeting
  • Customer journey analytics

What customers are saying:

“Having the option to capture customer emotions through various parameters is pretty good. EVI score helped us greatly upsell premium plans to our existing client base. I also liked the option of collecting feedback from various channels using one single product.” — Sushant K. via G2

“Currently, integrating Feedbackly with desktop and mobile applications takes a bit of learning. And it is quite a process. I wish it [came] out of the box with many one-click integration processes with many other platforms.” — Daniel L. via G2


  • Single: $159/month
  • Pro: $399/month
  • Custom: Contact sales

4. Simplesat

simplesat landing page

Simplesat is a complete customer satisfaction solution for small- to medium-sized managed service providers and technology companies. Its focus is on helping you ask your customers the right questions at the right time — for example, asking them a single question after they make a purchase.

Notable features:

  • Email-embeddable surveys
  • Feedback aggregation
  • Customizable notifications
  • Real-time analysis

What customers are saying:

“[Simplesat] makes it super easy to collect feedback from my customers and then publish it directly [to] my website at the click of a button. It’s a great way to show my website visitors the latest positive feedback I’ve received from my existing customers.” — Timothy K. via G2

“[Simplesat] has a scale that does not have enough scale ratings. I feel if the scale would include more ways to rate then it would be way better and effective.” — Purity O. via G2


  • Standard: $99/month
  • Pro: $199/month

5. Hotjar

hotjar landing page

Hotjar is a website feedback tool that offers a range of features to help you understand how users interact with your website.  It offers heatmaps, user session recordings, and surveys that can help you identify areas of your website that need improvement.

Notable features:

  • Heat maps
  • Webpage element analysis
  • Click tracking
  • Contextual feedback (users select screen areas to provide feedback on)

What customers are saying:

“I like having the ability to see where our website users go through both screen recordings as well as button/link clicks. The ability to see where our users are clicking has been immensely helpful in making informed decision[s] about what can or cannot go below the fold.” — Tim M. via G2

“It does take a toll on the website’s performance. I have noticed that the website loading speed is affected after we installed the tracking code…a bit heavy compared to other tools.” — Vishnu N. via G2


  • Basic: Free
  • Plus: $39/month
  • Business: $99/month
  • Scale: $213/month

6. UserTesting

user testing landing page

UserTesting allows you to get feedback from real users through remote usability testing, which involves creating tasks for users to complete on your website and gathering feedback on their experience. You can take advantage of the platform’s network of users or conduct tests with your own target audience.

Notable features:

  • Video recordings of tests
  • Live interviews
  • Usability testing
  • Clickstream tracking

What customers are saying:

“It’s a very flexible product. We don’t have to do only usability tests, if there is a problem we cannot solve using other methods, chances are UserTesting probably suggests a solution. Recently we used it to replicate a bug we could not replicate on our end. UserTesting can be a powerful tool if you are creative.” — Demet E. via G2

“More users who are clearly not fitting the demographics they set on their profiles are slipping through into studies regardless of the amount or quality of screener requirements set.” — Kevin B. via G2


  • Contact sales

7. SurveyMonkey

survey monkey landing page

SurveyMonkey is a popular survey tool you can use to gather feedback from website visitors. You can create custom surveys to ask specific questions and get feedback on various aspects of your website, such as design, content, and user experience.

Notable features:

  • Survey builder
  • Branching/skip logic
  • Video and image questions
  • Multilingual surveys

What customers are saying:

“The fundamental standout features for me [were] the data analysis and reporting tools. The platform automatically analyzed the data I collected and presented it in easy-to-read charts and graphs, which made it simple to draw meaningful insights and conclusions from the results.” — Elma A. via G2

“Firstly, it has no offline survey-taking capabilities. This feature is highly required for rooms with low internet connectivity. Also, there is no real-time reporting of survey results…[We] sometimes experience slow loading times and technical issues, particularly with more extensive surveys.” — Pulkit M. via G2

Pricing (for individual plans):

  • Basic: Free
  • Standard Monthly: $99/month
  • Advantage Annual: $39/month
  • Premier Annual: $119/month

8. Qualaroo

qualaroo landing page

Qualaroo is an automated research platform that allows you to gather feedback through targeted surveys. You can target users based on their behavior or demographics and ask them questions about their experience on your website. This tool provides context around customer feedback because it allows you to survey specific users while they’re looking at your product or service.

Notable features:

  • Question/decision branching
  • AI-powered reporting
  • Bookmark specific responses 
  • In-app messages

What customers are saying:

“We host both [a] website and app, so Qualaroo is a great addition to our toolkit to get a complete view of users’ experience. We can use surveys on both fronts and collect feedback under one screen. We also run in-app rating prompts to improve our app store ratings.” — User in marketing via G2

“The ’logic’ to survey questions is nonexistent, which can make creating surveys cumbersome. To add to it, it’s impossible to visually re-order questions, which makes [it] EXTREMELY difficult to follow your survey questions if you missed [one] in the original creation.” — Meredith W. via G2


  • Essentials: $69/month
  • Premium: $149/month
  • Business: $299-plus/month

9. AskNicely

ask nicely landing page

AskNicely is a customer experience platform built for service-based businesses, such as financial services, home services, property management, and specialty healthcare. Its aim is to measure every customer experience to help businesses understand where they are — and aren’t — meeting their service standards. The main selling point of this platform is its focus on getting real-time customer feedback via email, SMS, or web surveys.

Notable features:

  • Customer experience score tracking (NPS, CSAT, CES)
  • Integration with CRM tools like Salesforce
  • Rule-based automation
  • Real-time reporting

What customers are saying:

“It is easy for clients to rate us because all it takes is a click within the email browser. Then if they want to leave additional feedback they can.” — Deanna W. via G2

“I wish we could make edits to a survey when we send it out via a link. We are capturing more customers via social media by sending a link to our survey, but we are unable to document their name/email when we send it that way.” — Lauren W. via G2


  • Contact sales

10. Delighted

delighted landing page

Delighted is a self-serve experience management platform that helps you collect and analyze survey feedback. It aims to be extremely easy to use. Because Delighted is a Qualtrics product, users can also easily migrate to the more robust Qualtrics platform for more advanced customer experience capabilities.

Notable features:

  • Multiple question types (emojis, thumbs up/down, star ratings)
  • Automated surveying
  • Kiosk option for in-person surveys
  • In-email surveys

What customers are saying:

“Easy to use, and allows you to segment your follow-ups based on a user’s NPS response. Slack integration makes it easy to share feedback with the team.” — User in computer software via G2

“I wish that customizing where web surveys displayed was easier to manage inside the app. Dev resources are needed to set it up but it would be really cool if this could be managed inside the [platform] without needing additional code.” — User in marketing via G2


  • Free 
  • Premium: $224/month
  • Premium Plus: $449/month 
  • Enterprise: Contact sales

11. GetFeedback

getfeedback landing page

GetFeedback is a customer experience solution you can use to capture in-the-moment feedback from various channels — email, SMS, website, mobile apps — and analyze it for trends. It also allows you to receive real-time alerts of customer feedback, interact with customers immediately, and send notifications to the right internal teams to resolve issues.

Notable features:

  • Salesforce integration
  • Consolidated feedback and custom dashboards
  • Advanced text analytics
  • Task automation

What customers are saying:

“I really like the UI. It’s methodical to use and you can have a working and engaging survey within minutes. The built in analytics are also really good and the ability to share with non-account users makes it highly useful.” — Anthony S. via G2

“They have minimal integration options stemming from the fact that this started as a purpose-built addon for Salesforce. I’d love to see an open API that allows it to write back to any data platform or even popular middleware integrations.” — Alex B. via G2


  • Contact sales

12. Alchemer Survey

alchemer landing page

Alchemer Survey is a feedback and data collection platform that works as well for individuals and small teams as it does for enterprises. It offers 43 question types so you can get the exact answers you need, as well as a Custom Question Developer Kit to build your own question types. The platform also focuses on security, meeting the requirements for ISO 27001, SOC 2 Type 2, and GDPR.

Notable features:

  • Advanced logic and branching options
  • Flexible reporting
  • Auto-complete text responses
  • Open Text Analysis

What customers are saying:

“Alchemer has a ton of functionalities and actions that allow you to tailor the use of the application. They back up this highly developed product with an easy-to-access user interface and amazing customer service.” — Lisa W. via G2

“Alchemer is a good tool, but [I] feel like you need to have some good experience to use it. It [isn’t] super intuitive. I wish the reporting was a bit better. It would be nice to have a report dashboard that we can share without using licenses.” — Ali M. via G2


  • Collaborator: $55/user/month
  • Professional: $165/user/month
  • Full Access: $275/user/month
  • Enterprise platform: Contact sales

13. Paperform

paperform landing page

Paperform is an online form builder designed for small business owners. You can deliver questions one at a time using what the platform calls Guided Mode. It also includes more than 600 templates that you can tailor to match your brand.

Notable features:

  • Multipage forms
  • Response scoring
  • Conditional content
  • 2,000-plus integrations

What customers are saying:

“We love how easy it is to create forms — from using their pre-built templates to even creating them from scratch. The templates are easy to customize, albeit with some limits (such as only two columns for questions side-by-side), but it does everything else so well that those limits are a non-issue.” — Helen K. via G2

“When I need to ask questions that have a lot of multiple-choice answers, it would be nice to have more customization options, like a dropdown with a search bar and such. I would also like to have an option to keep partial submissions for responders in case they lose connection or can’t answer everything all at once.” — Dani Z. via G2


  • Essentials: $20/month
  • Pro: $40/month
  • Agency: $135/month

14. Fluent Forms

fluent forms landing page

Fluent Forms is a WordPress form plug-in that focuses on helping beginners create all types of forms — from website feedback forms to newsletter signup forms — that load quickly. It offers a drag-and-drop builder and doesn’t require any coding skills.

Notable features:

  • Conditional logic for automatic emails and notifications
  • Instant notifications via email and SMS
  • Spam protection through Akismet, reCAPTCHA, and Honeypot
  • CRM tool integration

What customers are saying:

“The software is very easy to work with and there are many prebuilt forms available that can be imported with just a single mouse click and customized. The tool also offers a conditional logic feature that can be used to trigger certain actions.” — Jason E. via G2

“The conditional logic can be tricky to set up. The calculation and e-commerce fields are limited. It’s sometimes hard to remember where a specific setting is. Sometimes the option is in the global settings, other times the setting is in the form settings or in a tab of the form.” — Jean-François L. via G2


  • Single site license: $41/year*
  • Agency license: $90/year*
  • Unlimited license: $139/year*

*Note: The price increases after the first year.

15. WPForms

wp forms landing page

If your business site was built with WordPress, you can use WordPress form plug-in WPForms to create forms for everything from event registrations to newsletter signups. It offers 600+ templates and a simple drag-and-drop form builder that makes it easy to get started.

Notable features:

  • Conditional logic
  • Instant notifications
  • CAPTCHA fields
  • Spam protection

What customers are saying:

“I love the development tools, they make it so easy to create and manage forms. We use their forms on our website for everything from contact us to user registration and login. So simple and easy…and the support and customer service has been really amazing.” — Lori G. via G2

“The paid plans should be much more flexible. I would like to see a plan where I pay for the options that I really use. A lot of the options are not necessary for smaller sites or portfolios.” — Artur S. via G2


  • Basic: $99/year*
  • Plus: $199/year*
  • Pro: $399/year*
  • Elite: $599/year*

*Note: The platform offers 50 percent off these amounts as introductory pricing; however, all plans renew at the full prices listed above.

Each of the above website feedback tools offers a unique combination of features and price points. Consider your business needs and available budget, and try out the solutions that fit those criteria.

Photo by Ilya Pavlov on Unsplash

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