DOT Report: Gathering user feedback for your website


We are always making changes to our websites to ensure that they are setup in the most optimal way to convert the visitors we receive into sales, this process of Conversion Rate Optimization (CRO) is a never ending setup as there are always things with your website that you can keep working on.

With a steady influx of visitors and products making sales, we often assume we understand what parts of the website work and what parts are just not tuned to make the right sales and conversions. The best way to ensure that we are changing the correct parts of our website is to get directly with your end users and ask THEM what they feel is wrong and get THEIR feedback on how to fix it.

To ensure that you are doing your CRO process correctly we have looked up a list of relevant tools for gathering user feedback, please feel free to add your tools in the comments below.


Survey Monkey

The easiest method of getting surveys filled up from your userbase is to use SurveyMonkey. They have a free version which will allow you up to ten questions per survey and get in a hundred responses. SurveyMonkey is the first choice you should look at for survey questions, they have a list of customizations for questions, easily modifiable themes and of course they have years of experience in the arena which has helped them anticipate a large part of your problems with ready answers. The surveys generated via their website are easily integrated into your website, shared on social media or simply via email. The collated results of your surveys are then available in convenient report formats. Their website remains  a favourite for our surveys.



Kampyle allows you to easily receive feedback for your web pages with relevant comments for the page and also a rating of the content.

The convenience with Kampyle is that it allows you to receive feedback which is broken up into categories for review, there’s also an option for users to leave an email address so that they can be easily contacted in case you wish to do so.

When users leave feedback, they are automatically driven to categories of feedback, once a category has been selected, the user is then provided a list of relevant and existing set of questions which the user may be facing. This helps the user get an idea of what problems they may be currently experiencing or guides them in a direction about the feedback they wish to leave.

On the whole, Kampyle is a convenient form of receiving user feedback, while their interface is not the cleanest, they do provide you with the basics and have a well aimed service.



iPerceptions provides a surveying service which asks four basic and relevant questions to your visitors. In case you are unsure what basic questions you want to ask, just go ahead with the theme that iPerceptions have set for you by default.

Q 1: Based on today’s visit, how would you rate your site experience overall?

Q 2: Which of the following best describes the primary purpose of your visit?

Q 3: Were you able to complete the purpose of your visit today?

If users answer yes to Question 3, then ask this:

Q 4a: What do you value most about the website?

If users answer no to Question 3, ask this:

Q 4b: Would you please tell us why you were not able to complete the purpose of your visit today?

There are no limits to the amount of data you can collect with iPerceptions, so feel free to send the survey to as many people as you would like to and keep collecting your data points.



Ethnio is a tool which allows you to filter your visitors before getting their opinions, they work alongside Amazon to get full featured usability tests. Right of the top of it, you can screen users based on the demographic you require to ensure that the tests you are conducting are only conducted on users that strictly match your desired demographic. For example, if you are looking for users who are married and living in California, user response will be measured, and only when they pass the criterial will they be allowed to proceed.

If you are looking to screen users for criteria and then pass them on to other user testing applications such as Loop11 or User Testing, Ethnio has processes in place to ensure that the task is smoothly handled at their end. Ethnio also maintains user contact details, along with user details and their user test reports, follow up calls are a lot smoother with all the relevant details on screen during calls.

To conclude there are a wide variety of tools available for surveys and user feedback, the tools listed above have been quite helpful for our regular tasks and updates and should be helpful for your general work as well. Using the tools will help you to improve your conversion rates and also help you understand what problems and situations your web users are facing when they visit your website.

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