Website Feedback Widget: Definition, Examples, and Tools

Website Feedback Widget: Definition, Examples, and Tools

Knowing what your customers think about you is important.

Imagine developing a reputation for listening to your customers when so many companies don’t. You collect feedback, analyze it, and make changes to deliver an even better experience.

Think about the benefits of getting honest feedback from someone who had a poor experience, who might otherwise have told 9 to 15 people about it.

Now, envision no longer struggling to develop new features or products because your customers readily provide suggestions and ideas.

All of this is possible with a thoughtfully-placed website feedback widget that encourages your customers to share their thoughts.

Here’s everything you need to know about what a feedback widget is, why you should use one, and what your options are for implementing them on your site.

What is a website feedback widget?

A widget is an element inserted onto a website to help quickly display information in specific ways. Typically, it’s a small piece of code with a simple set of functions – kind of like a miniature piece of software.

What is a widget? Widgets are small snippets of code that add functionality to websites.

Widgets are extremely common. If you’ve ever browsed a site and been greeted by a popup inviting you to sign up for the newsletter or perused a list of the site’s most popular blog posts in the sidebar, then you’ve interacted with a widget.

Most websites string together many widgets to create deeper functionality for the end-user—you. They help enrich the overall user experience by making sure that users have everything they need to interact with the brand right at their fingertips.

Many widgets also serve to collect information on user interest or the quality of the user experience. A website feedback widget is one example. You can solicit feedback from your users in the form of:

  • Polls or surveys on experiences with the site, your products, or your services

  • Ratings for products, ideas, the customer support team, or more

  • Testimonials from repeat customers

  • Quizzes on customer interests or demographics

  • Sentiment ratings with a quick click of an emoji facial expression to show how users and customers feel about your website or application

There’s a lot you can do with them depending on what you’re trying to learn.

What can you learn with a website feedback widget?

Knowledge is power. It’s also the key to keeping your customers happy.

The more you know about them, the better you can anticipate their needs and deliver the experience they expect. That’s why 80 percent of growth companies solicit customer feedback (compared to just 58 percent of non-growth companies).

A website feedback widget is invaluable in this instance. With it, you can gather voice of the customer data to help identify gaps between your customers’ expectations and their actual experiences with you. That includes things like:

  • Where customers are in their journey when they find you

  • The most common pain points your customers are facing

  • What customers or clients think about the most recent interaction with you

  • Whether customers were dissatisfied but neglected to tell you about it directly

  • Why your customers need you

  • Who your customers even are

  • Bugs and quality issues on your website, mobile app, or web-based app

  • Whether or not users were able to satisfy their use case or complete their desired action on your site or app

  • How likely customers are to refer you to a friend or colleague

Your website feedback widget should flow seamlessly with the overall user experience. Otherwise, you may present a cluttered brand presence, or worse: annoy the customer.

Website feedback widget best practices

Soliciting customer feedback is important because it can help you improve retention rates and spot the early warning signs of a brand crisis. It can also help you identify market opportunities and improve your products or services further.

However, there’s a right way and a wrong way to go about it. Before you put a website feedback widget on your site, make sure that you:

1. Keep it short and sweet

There’s a fine line between easy and distracting. If you’ve ever gotten annoyed at a feedback request that seemed easy at first before it yanked you down a rabbit hole, you know what we’re talking about.

Research by Forrester also shows that overly long feedback forms have damaged customer willingness to participate. They’ve found that customers are likely to assume the worst when they see you asking for feedback.

Bottom line: Ask for what you need (a rating, testimonial, etc.) and let your users get back to browsing your products.

2. Don’t annoy your users

Widgets are a great way to add more functionality to your site, but it’s easy to overdo it. Your website feedback widget should flow seamlessly with the overall user experience. Otherwise, you may present a cluttered brand presence, or worse: annoy the customer. We recommend that you:

  • Include the widget on certain, high-traffic pages or in a non-intrusive location where it won’t disrupt your users’ flow.

  • Give each user the chance to opt-out and stop the widget from displaying for that user.

  • Hunt for bugs, confusion, broken links, or other problems to make sure you aren’t creating a frustrating experience.

3. Keep things sorted & prioritized

Collecting feedback is great, but knowing what to do with it is even better. As you decide what feedback tool to use, consider how the tool lets you organize information on your end. This will prove especially valuable when you run multiple website feedback widgets, surveys, or collections on social media.

The best website feedback widgets for your site

There are so many website feedback widgets out there, which can make choosing one a chore!

We’ve done the heavy lifting and taken away the guesswork for you. Here are the five best website feedback widgets for your site:

1. Frill

Frill > Homepage

Frill is a great choice because it’s a simple, intuitive way to collect product feedback, communicate with your customers, and announce ideas while maintaining a seamless customer experience on your site. With a sleek design, a lightning-quick interface, and a way to quickly organize feedback under Topics, you’ll spend less time managing responses and more time drawing insights.

Best fit for: SaaS companies.

2. Emojics


Emojics is a multi-purpose reaction button tool that lets people share their feelings about your content. We love it because you can customize the widget with your own text, a CTA, and over 300 emojis. After reacting, you can even prompt users to leave their name and address or ask additional questions. Finally, you can even use it in emails.

Best fit for: Small ecommerce businesses.

3. Hotjar


If you want an on-the-ground view of what your users are actually doing _with _your website, you need Hotjar. As a behavior analytics and website feedback widget, you’ll glean data on user behavior with heatmaps, surveys, and session recordings.

Best fit for: Large ecommerce companies.

4. Informizely


Informizely takes a more traditional approach to user feedback by empowering website owners with a number of survey widgets. Choose between slide-in and popup website feedback widgets that include surveys, ratings, multiple-choice questions, or more. Informizely also has powerful targeting features to ensure you get feedback from the right customers.

Best fit for: Enterprise software companies.

5. Wootric


Wootric also provides customer feedback forms, but with a twist. Choose between a website feedback widget, a mobile app, or a survey sent via email. Each survey is fully customizable to reflect your site’s branding. It also provides numerous types of surveys to help you get the most valuable feedback for your marketing efforts.

Best fit for: Enterprise software companies.

Understand the Customer Experience You’re Actually Creating With Website Feedback Widgets

A thoughtfully placed website feedback widget is a powerful tool to uncover the actual experience your customers have with your brand. We’ve covered what they are, how best to implement them, and provided the very best website feedback tools for your consideration.

With its free forever plan, Frill is a great option for startups or companies seeking a quick, elegant, lightweight solution. You’ll get unlimited storage and team members, plus full access to all of our features that make collecting and prioritizing customer feedback easy.

Go forth and discover what your customers really think. Frill can help.

Sign up now for a free account with Frill and start putting those insights into action.

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