Feedback surveying tools

When making an important decision we are all trying not to smash it down right away. But to think it over, chew and process all the pros and cons to finally see the solution on the horizon (of success).  And when the central role in the decision is dedicated to your business – you have to have a card up in your sleeve. And that card is information – a full-scale insight into the business.

You don’t always need to have a big marketing research department to know what’s going on with your product on the market.  Not necessarily. That doesn’t mean that you get out on the streets with a notebook in your hands to conduct a poll as for a certain product/service/company/initiative/whatever.

The time has come when everything is so digitalized you can still enjoy your warm bed and analyze the feedback from the customers in a few clicks. So leave your bunny slippers on but get down to analyzing the feedback.

How? With online services aimed at surveying the visitors of your site.

Note that there is a whole bunch of them but mostly the functionality might be identical for several tools –they give an opportunity to ask one or several questions and provide an anti-cheat protection. The same is with the versions – mostly all of the feedback apps have trial, free and paid version. Some are built-in, some exist separately. Such a variety gives a nice range for businesses to choose from.

We do have our favorites so we’ll mention them first.

UserVoice is a service for businesses of all scales and sizes that interacts with customers on a regular basis as for the complaints, their needs and questions etc.

The data collected with UserVoice represents detailed user feedback and analytics that can surely help the company to fix what’s wrong and improve what’s right.

One more in our TOP chart is Intercom.

It is a communication platform to work with clients. Intercom mechanisms make it possible to set up targeted communication with customers on the website, on-line and through mobile applications, as well as by e-mail.

Some of the most useful features include receiving messages in chats with visitors, real-time conversations, collecting info, A / B email testing, sending trigger messages based on time or behavior, message scheduling, real-time performance monitoring etc.

With Drift it’s super easy to communicate to your website visitors, convert more leads, and keep the customers happy.
You can use Drift to send targeted in-app messages, surveys to get customer feedback, and more.

And now let’s proceed to a few more frequently used and widely known tools.

So, the first one which is probably the most known is SurveyMonkey.

It has all the listed features but stands out because of its optimization for mobile devices. A free version allows having 10 questions per survey and 100 collected answers.

In a basic version you’ll have unlimited number of polls; unlimited number of questions; 1000 collected responses.

As a bonus, there are various analysis tools (segmentation of survey results using cross tables and filters), export in various formats, survey routing.

Surveys are not integrated into the website, they lead users through external links.


This service can be directly integrated into a website. You can create surveys and questionnaires, revealing the level of customers’ or employees’ satisfaction, perfect for market research etc.


Cackle is slightly different but still quite convenient and useful.

The functional side differs completely because it’s not an ordinary survey but rather one surefire option to know what you want to know. Thus, it’s not that much suitable for a large-scale research, but you don’t always need one, do you?

Sometimes you just want to know one simple thing –why people leave your site or what makes them leave unsatisfied comments (or what is their favorite type of sandwich). The service is integrated into the site, optimized for mobile devices, has anti-cheat protection. There is a trial version, and if you like an appetizer, you’ll have to buy the whole lunch – there is no free version.


For those who hunt not only for specific answers from the customers but for subtle info – there is Hotjar. It’s something close both to an analytical solution (measures the user’s behavior) and to a testing tool with which you can collect a lot of high-quality feedback.

You have different options to choose from: heatmaps, screen recordings, funnels, forms, polls, surveys etc. Recording is surely one of the most efficient since you can easily check recorded time spent by a user on a website. And a heatmap is also great giving a chance to analyze user’s reaction and interaction with something newly launched.

Google Forms

We couldn’t but mention good old Google forms. The abundance of apps, programs, in-app widgets and feedback tools still can’t compete with the popularity of Google’s offspring. Yes, it’s easy and quick to get your survey done. Besides, you can do it either from scratch, or from templates which are numerous.

Generally, all the tools mentioned do not require any kind of professional skills. The data is extracted in an easy and fast way. (Maybe even in a funny one – it’s up to you to decide).

Choose one or a couple of them to test and to keep track of your business activities.