How to Capture Useful Feedback on Your Website

Nearly all businesses monitor their online reputation on a consistent basis. 

Social media, online tools, and PR firms are popular methods of gathering feedback, but your website can also provide valuable feedback about how to improve your business’s reputation, conversions, win loyal customers, and boost your ROI. 

This article lists three ways businesses can collect website feedback:

  • Add a feedback form
  • Use Google Analytics
  • Conduct A/B tests

You can use the information in this article to craft a strategy that helps your business collect vital information from your website.

Add a Feedback Form

Direct customer feedback can guide your design, development, and marketing teams about which products to consider developing, how they look and feel, and how you can promote them to potential customers. 

There are several ways to incorporate feedback forms on your website, including:

  • Popup forms
  • Feedback buttons that lead to forms
  • Navigation menu options
  • Promotions that offer incentives for completing feedback forms

For example, a feedback form from Nordstrom is promoted in its navigation menu with a “Give Us Feedback” option.

Live chat, dedicated feedback, email addresses, and onsite product reviews are also excellent ways to gather customer feedback on your website.

Also Read: 12 Pieces Of Conversion Optimization Advice You Should Ignore

Customers may require some nudging to fill out your feedback forms, and there are several ways you can encourage them.

  1. Publish customer feedback on your website
  2. Publicly thank visitors for leaving feedback
  3. Resolve negative reviews publicly
  4. Provide incentives such as discount codes for people who complete feedback forms

Incorporating feedback forms onto your website helps your business collect valuable information that you can use to eliminate problems and shape the development of your company.

Use Google Analytics to Measure the Success Of Your Website

Google Analytics provides valuable information that you can use to improve the content you publish on your website and social media.

A few metrics in particular to review include: 

  • Bounce rate
  • Time on page

Bounce Rate helps you measure the quality of traffic your website receives.

The goal is that visitors dive deeper into your site and engage with your content.

When your bounce rates are high, it’s a good indication that you’re attracting the wrong type of visitor. When this happens, you should consider adjusting your ads and headlines to attract a more niche audience.

Time on page helps you understand what content best engages users. 

While time on page  metric provides some insights on where your visitors spend time, it’s essential to know that the metric can also be misleading. For example, how many tabs do you have open in your browser right now? All of your open tabs are counting as “time spent on page” in Google Analytics. 

Taking your metrics one level deeper can help you gain valuable insights that show you what pages genuinely compel your visitors to stay awhile.

Data research company Quietly recommends using metrics such as average read percentage or completion rate to get a better insight of reader behavior.

Finally, you should measure the conversion rate of your inbound site traffic. Low conversion rates often indicate the need to adjust your product offerings or copywriting for better engagement and conversions.

Conduct A/B Testing To Gauge Customer Feelings About Site Content 

A/B testing is exceptionally valuable for landing pages that rely on effective copywriting or incentives to prompt conversions.

Source: Optimizely

In A/B testing, visitors are randomly shown one of 2 versions of a landing page. Later, marketers compare the actions resulting from each variant to determine what phrases, offers, or user experiences are more likely to convert visitors to buyers.

A/B testing helps businesses craft sales copy, design, and incentives that can boost your sales and increase your ROI.

Websites Provide Brands with Valuable Information

Your business’s website contains data about your audience, your content, and your sales funnel. Adding feedback forms, taking advantage of Google Analytics, and conducting A/B tests can help you connect with your target audience and increase your sales.

Author Details

Grayson Kerper


Grayson Kemper is a Content Manager for Clutch, a B2B research, ratings, and reviews platform. Clutch helps businesses navigate the B2B buying journey through data and content-driven insights.

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