15 Best Customer Feedback Tools for Websites

Are you struggling to find the best customer feedback tool for your website? We got you.

Let’s be honest; every business owner sees their service/product perfect. But that’s a biased point of view. You’re too close to your product to see the places begging for improvements.

You need to see the bigger picture, and to do that, you’ll need customer feedback.

Customer feedback gives you a glimpse into your users’ minds. Think about it. Customers are the centerpiece of your product/service. Their opinions are vital to have an edge on the competition.

Even the world’s leading platforms are now what they are because they are shaped around customer experience.

“We really listened to what our users wanted, both qualitatively listening to the words they say and quantitatively looking at the behavior they take.” - Mark Zuckerberg

To make sure you stay on the winning side, collecting customer feedback is a must. Therefore, we’ve put together a list of the best customer feedback tools for websites.

best customer feedback tools for websites

Here's a quick list of the top 10 customer feedback software:

  1. Hotjar
  2. Popupsmart
  3. Typeform
  4. SurveyMonkey
  5. SurveySparrow
  6. HubSpot
  7. AskNicely
  8. VideoAsk
  9. Birdeye
  10. Podium

Feel free to jump through the reviews from the table below.

What is Customer Feedback Software?

A customer feedback software is a tool designed to help you create and collect customer surveys from attaining valuable insights and reviews from your customers as to how you can improve your product/service. Essentially, these tools let you identify unhappy customers and reduce churns.

Top Customer Feedback Tools for Your Website

Feedback Survey Form Makers

1. Hotjar

Hotjar website feedback tools

This software might ring a bell, especially to SaaS businesses. Hotjar, an analysis and feedback tool, is designed to reveal the online behavior and voice of users on your website.

Overall, it provides an insight into the bigger picture of how you can improve user experience. Hotjar comes with several website feedback tools:

  • Polls: You can use these to measure customer satisfaction or how easy/difficult to complete an action on your site
  • Surveys: Ask several questions at once, both quantitative and qualitative, i.e., NPS (Net Promoter Score surveys)
  • Incoming Feedback: A feedback widget that’s always ready to collect user feedback.

Additional Features:

  • Feedback dashboard
  • Customize to match your brand
  • Track your campaigns on the Hotjar dashboard

Hotjar’s price plans cover more than just customer feedback tools. Based on your plan, you’ll also get heatmaps and screen recordings to understand user pain points.


  • Lack of the ability for the customer to access support directly inside the feedback widget
  • Inability to modify the popup window


Free plan: Create and store 3 surveys and Incoming Feedback widgets Paid plans start at $39/mo.

G2 Rating: 4.4/5

2. Popupsmart

Popupsmart popup builder screen

Popupsmart, a no code popup builder is one of the top lead generation tools on the market. It streamlines the process of creating modern popup forms for your website.

Considering the 3.09% conversion rate of popups, it’s a logical choice to ask for your customers’ feedback with a popup form. Unlike traditional survey forms embedded on a landing page or an email, popup surveys catch your site visitors’ eye instantly on any page.

Popupsmart’s survey forms bring you more feedback than regular surveys:

  • Prefill Feature: With this feature, a visitor’s information automatically shows up on the form fields, which is time-saving for the customer. Consequently, the only thing left to do is to hit the send button.
  • Visually appealing and UX-friendly design: The less is better when it comes to the usability and UX of survey forms. With Popupsmart, you can ensure that your popup form always looks modern and easy to fill out. (Wide customization options and premade templates)
  • Various form inputs: Radio, dropbox, and checkbox input fields
  • Company data enrichment: This feature allows you to collect additional data, such as company name, size, and location, without showing them on the form on the customers’ end.

customer survey feedback popup

More features:

  • Privacy policy checkbox
  • Exit-intent detector and audience targeting features
  • Smart AI targeting
  • See all lead data in a single table
  • Autorespond email notifications
  • An on-click button that opens the feedback popup
  • Dynamic text, smart tags
  • Popup quiz for customer engagement

The best thing about Popupsmart is that you can use it for different business goals other than collecting feedback. You can collect email and SMS leads, promote new products or services, increase blog post engagements, boost sales, and more.

It’s free to create one popup with the free plan.

Pricing: Free plan available for 1 popup and 5,000 pageviews. Paid plans start at $29 per month.

G2 Rating: 4.4/5

Create a Free Survey with Popupsmart

3. Typeform

Typeform website customer feedback tool

Another survey maker tool designed to capture customer feedback is Typeform. This software is focused on creating online forms that make answering fun.

It highlights the user-friendly design and surveys made for “humans.” That is to say, you can create multistep surveys that ask one question at a time.


  • Quiz maker
  • Survey maker
  • Form builder
  • Poll maker
  • Test maker


  • Share or embed forms anywhere (email, social media, website)
  • Integrations with a wide range of platforms including Slack, Mailchimp, and HubSpot
  • Ready-made templates


  • Inability to reset your survey results
  • No mobile app
  • Requires a premium account to access many features
  • Works only in English

Pricing: Price plans start at $99/mo with a monthly plan while it’s $83/mo yearly.

G2 Rating: 4.5/5

4. SurveyMonkey

SurveyMonkey customer feedback software

SurveyMonkey is also one of the most popular customer feedback tools for websites. You can assess your Net Promoter Score, customer experience, identify customer loyalty trends, and capture live feedback.

It comes with different survey types such as:

  • Customer satisfaction
  • Customer loyalty
  • Event surveys
  • Opinion polls

Overview of SurveyMonkey Features:

  • Skip logic
  • NPS
  • Real-time results
  • SPSS integration
  • Text analysis
  • Answer validation
  • Custom branding


  • Formatting a survey can be challenging for some users
  • When you share a survey via email, it often ends up in the junk email folder
  • Sometimes it doesn’t show until you've built the survey a certain way that you have to pay/upgrade to use those features.

Pricing: The Basic Plan is free. Paid plans start at $37/mo.

G2 Rating: 4.4/5

5. SurveySparrow

SurveySparrow website feedback tool

SurveySparrow is an Omnichannel Experience Management platform built to assess customer experience, employee experience, and product experience. This software claims to “do more than just surveys.”

Here are some of SurveySparrow’s capabilities:

  • Surveys: Classic forms, chat surveys, offline kiosks, NPS, 360° Assessments, CES (Customer Effort Score), Customer Satisfaction Score (CSAT)
  • Customer Exit surveys
  • Insights: custom reports, text analysis, sentiment analysis
  • Deliver omnichannel experience: Email share, QR, weblink, embedded share, SMS share, social share, and offline mode


  • Its user interface can feel a bit clunky at times
  • Costly for small businesses or teams
  • There’s a lack of email marketing features; no way to send reminders easily or even segment audiences.
  • As reported by some users, webhooks have trouble connecting to AWS public gateway.

Pricing: 14-day free trial is available. Price plans divide into four categories; Personal, Business, NPS, 360 Assessment. The Business Plan starts at $99/mo.

G2 Rating: 4.5/5

6. HubSpot

Hubspot customer feedback service

The popular CRM platform HubSpot offers customer feedback software as a part of its Service Hub product.


  • Send surveys that you can deliver via email or your website
  • NPS surveys to gauge customer loyalty
  • Customer Effort Score (CES) surveys
  • Customer Satisfaction (CSAT) surveys

When you subscribe to the Service Hub, based on your subscription plan, you’ll also have access to additional features, such as Tickets, Live Chat, Conversational Bots, Automation & Routing, and Reporting.


  • Tricky to set up for some users
  • The inability for customers to view all of their outstanding tickets
  • The ticketing functionality is extremely limited
  • No mobile app

Pricing: Free plan available. Paid plans start at $45/mo.

G2 Rating: 4.4./5

7. AskNicely

Asknicely feedback solution

With AskNicely, you’ll be able to send customer feedback surveys via email, SMS, or on your website at the right moment, using triggers.


  • NPS (Net Promoter Score)
  • Gamification
  • CSAT and CES
  • Drive referrals and reviews
  • Use push notifications
  • Feedback analytics tools
  • Multiple branding and multi-language support


  • By default, the data is added to a single dashboard where it needs to be filtered.
  • Inability to customize the steps of a workflow like sending an email before an NPS survey
  • Inability to close conversations manually
  • The initial setup can be complex for some users.

Pricing: Contact for pricing.

G2 Rating: 4.7/5

Video Feedback Tools

8. VideoAsk

Videask video feedback tool

VideoAsk by Typeform helps businesses easily collect video testimonials, increase audience engagement, train users, and generate new leads.


  • Transcribe your video responses
  • Set up a chain of questions in a single VideoAsk
  • Allow non-video answers
  • Use it for testimonials and feedback


  • Limited feature set
  • Costly plans, especially if you’re already a Typeform user.

Pricing: Free plan available for 20 mins of video or audio processing. Paid plans start at $30/mo.

G2 Rating: 4.3/5

Feedback Tools for Customer Loyalty

9. Birdeye

birdeye feedback software

Birdeye is an all-in-one customer experience and reviews software designed for multi-location businesses. What you can do with Birdeye ranges from collecting and managing reviews, converting leads, and running surveys to getting referrals.

In our case, we’ll mention how you can use this service to capture customer feedback. With Birdeye, you can:

  • Get customer reviews and promote them across the web
  • Send custom automated surveys
  • Transform survey responses into reviews and referrals
  • Capture VoC and measure customer experience
  • Send text message surveys
  • End your surveys with a review request


  • Since Birdeye is a more comprehensive tool, it’s a bit expensive.
  • No tool for payment processing
  • The $399 Professional Plan doesn’t cover surveys, insights, benchmarking, and ticketing applications.

Pricing: Price plans start at $299/mo.

G2 Rating: 4.8/5

10. Podium

Podium review and feedback tool

While it’s not directly a feedback tool, Podium is a collection of messaging tools for local businesses, including feedback and review solutions.

With this software, you can get more reviews, collect more payments, and send SMS campaigns to customers.

Products in Podium:

  • Inbox
  • Feedback
  • Reviews
  • Video chat
  • Webchat
  • Payments


  • The customer survey feature is very limited compared to its competitors.
  • Conversations that start with webchat must be handled via text message.

Pricing: Podium’s pricing starts at $99/mo for up to 75 reviews.

G2 Rating: 4.6/5

Voice of The Customer Tools

11. Qualaroo

Qualaroo user feedback software

Qualaroo lets you survey visitors on your website or app easily with different survey solutions.


  • Advanced targeting
  • Customizable survey popups (add your logo, design API, etc.)
  • Insights analysis
  • Ask iOS and Android users in-app
  • Use Qualaro on your website, mobile, web, and mobile app, on your prototypes, SaaS products, and digital products.
  • Lead generator, checkboxes, NPS, radio, dropdown, and binary questions
  • Email notifications
  • Integration options


  • No option to clone desktop nudges to mobile nudges
  • Somewhat limited reporting functionality
  • The visual appearance of their nudges needs improvement.

Pricing: Price plans start at $80 per month.

G2 Rating: 4.3/5

12. InMoment (formerly Wootric)

Inmoment tool for customer feedback

InMoment is essentially a cloud-hosted customer experience management software. However, it also compasses modern customer listening, feedback management, feedback analysis, and analytics.

This software helps users make informed decisions based on the data acquired by customers.


  • Analytics: Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), Customer Effort Score (CES)
  • Active listening
  • Voice of the Customer (VoC)
  • Fast video transcription
  • Feedback management: Tagging, segmentation, custom reports, and dashboards
  • Feedback analysis: NPS/CSAT Scoring, sentiment analysis, thematic analysis
  • Feedback sources: Online reviews, surveys, social media, customer service channels


  • The popup covers what you’re working on, and it can’t be removed, which repels users.
  • Inability to set a specific date to send surveys to users
  • Inability to categorize comments to the NPS survey

Pricing: Quote-based plan. Contact the vendor.

G2 Rating: 4.7/5

Visual Feedback Tools

13. Mopinion

Mopinion feeedback management software

Another all-in-one user feedback software we need to include in our list is Mopinion.

Mopinion claims that a great experience starts with feedback—and they are right!

You can use this software on your website, mobile apps, or emails to collect customer feedback everywhere.


  • Device responsiveness
  • Feedback aggregation
  • Feedback collection
  • Feedback sources: Surveys, reviews, social media, customer service channels
  • NPS/CSAT scoring
  • Sentiment analysis and thematic analysis
  • Feedback management with tagging and segmentation


  • Filtering options for feedback results need improvement.
  • It might be too complex and technical for some users.

Pricing: Starts at $289 per month.

G2 Rating: 4.3/5

14. Usersnap

Usersnap customer feedback tool

Usersnap is built for SaaS companies, e-commerce companies, and software development agencies to acquire user and customer feedback.


  • Customer feedback
  • Feedback button and menu
  • Qualitative and quantitative surveys
  • In-app forms
  • GDPR-compliance
  • Screen recordings
  • In-browser screenshots
  • Visual bug tracking
  • Javascript error recording


  • The reporting tools are lacking; not very intuitive.
  • Might be hard to navigate around the panel due to too many features
  • The options of use in mobile devices are very limited
  • A limited set of tools for feedback

Pricing: Usersnap’s price plans start at $19/mo for limited features.

G2 Rating: 4.4/5

15. BugHerd

BugHerd helps you collect, organize, and act on website feedback as a bug tracker and feedback tool for websites. This tool’s bug tracking feature is like sticky notes on a website.


  • Pins website feedback directly to page elements with a simple point and click.
  • Guest feedback
  • Capture screen recordings or screenshots
  • Public feedback to gather ongoing feedback from customers on your live site
  • Video feedback
  • Integration with other tools like Slack, Zapier, and GitHub


  • It has a steep learning curve for non-tech savvy users
  • The service isn’t updated often.
  • Lack of a two-way integration with JIRA

Pricing: Price plans start at $39/mo. A 14-day free trial is also available.

G2 Rating: 4.4/5

Frequently Asked Questions

What is a customer feedback tool?

A customer feedback tool is software designed to help you create and run surveys on your website or mobile app. These tools provide you valuable customer insight into how you can improve the user experience.

What are the types of customer feedback?

  • Surveys
  • Reviews
  • Comments
  • Sales or customer success feedback
  • Social media posts
  • Comments etc.

How is customer feedback used?

Businesses leverage customer feedback to identify bottlenecks, improve user experience, and retain customers.

Wrapping up

Customer feedback can make all the difference. Simply put, you can’t know what your customers want without asking them in the first place.

And without knowing that, you can’t expect to meet their expectations, improve your product/service and get ahead of your competitors.

However, you should mind that there’s a fine line between a follow-up feedback survey and annoying customers with an infinite number of spammy emails and surveys. At the end of the day, being a nuisance is the last thing you’ll want.

If you catch the right timing and frequency, the customer feedback tools we’ve listed get those valuable insights you seek.

Which of these 15 best customer feedback software is the perfect fit for your business? Is there one that we haven’t mentioned?

Share with us in the comments below! 🙂

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