Best practices for designing effective website feedback forms and surveys

When it comes to designing an effective website feedback form or survey, there are certain best practices that you should keep in mind. These practices can help you collect more useful feedback from your customers and improve your overall user experience. In this article, we'll go over some of the most important best practices for designing feedback forms and surveys that will help you collect actionable customer feedback.
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Why Collect Customer Feedback?

Before we dive into the best practices for designing effective feedback forms and surveys, let's first go over why collecting customer feedback is so important. Feedback is critical because it allows you to better understand your customers and their needs. With feedback, you can gain insights into what your customers like and don't like about your website, what problems they're experiencing, and what you can do to improve their experience.
Moreover, collecting customer feedback can help you make data-driven decisions that can have a significant impact on your business. By listening to your customers and acting on their feedback, you can improve customer satisfaction, increase conversions, and ultimately drive more revenue for your business.
To find out more about the benefits of capturing customer feedback, read our complete guide to customer feedback

Best Practices for Designing Effective Feedback Forms and Surveys

  • Keep it Short and Simple: Your feedback form or survey should be short and simple. Long surveys can lead to lower response rates, and visitors may abandon the survey before completing it. Therefore, keep your questions concise, to the point, and avoid any unnecessary questions. Additionally, keep the design simple and uncluttered, so visitors can focus on answering the questions.
  • Use Clear and Specific Language: When designing your feedback form or survey, use clear and specific language. Avoid using jargon or technical terms that your visitors may not understand. Keep your questions simple, specific, and focused on one topic. This will make it easier for your visitors to answer your questions and provide you with valuable feedback.
  • Use Open-Ended Questions: Open-ended questions are an excellent way to get detailed feedback from your customers. Unlike close-ended questions, open-ended questions allow your visitors to share their opinions, experiences, and ideas in their words. You can use open-ended questions to ask for specific feedback, such as how to improve a product or service, what they like and dislike about your website, or their suggestions for new features.
  • Use Rating Scales: Rating scales are an effective way to collect quantitative data. They are easy to understand and provide you with a measurable score. You can use rating scales to ask visitors to rate their experience on your website, their satisfaction with a product, or their likelihood to recommend your website or product to others.
  • Avoid Leading Questions: Leading questions can bias your results and skew your data. Leading questions are questions that suggest a specific answer or response. Therefore, avoid asking questions that guide visitors to a specific answer or outcome. Your goal is to collect unbiased feedback that accurately reflects your visitors' opinions and experiences.
  • Test Your Feedback Form or Survey: Before publishing your feedback form or survey, test it to ensure it works correctly. Make sure all the questions are displayed correctly, the responses are captured, and the form or survey works on all devices. Additionally, ask someone outside of your team to test the form or survey and provide feedback on its clarity, ease of use, and effectiveness.
  • Brand Your Feedback Form or Survey: Branding your feedback form or survey is an excellent way to make it recognisable and memorable. You can use your brand colours, logo, and fonts to create a cohesive and branded experience. Additionally, including your brand in your feedback form or survey can help build trust with your visitors and increase their willingness to provide feedback.
  • Provide Incentives: Incentives can be an effective way to increase the response rate of your feedback form or survey. You can offer discounts, vouchers, or other incentives to encourage visitors to provide feedback. However, be careful not to offer incentives that may bias your results or skew your data. Additionally, clearly communicate the incentive and its terms and conditions to avoid confusion or disappointment.
  • Consider Timing: Timing is crucial when it comes to collecting feedback. You want to collect feedback when visitors are most engaged and likely to respond. For example, you can offer visitors the opportunity to provide feedback after making a purchase, completing
  • Offer Multiple Response Options: Not everyone will want to provide feedback in the same way. Some people may prefer to write a paragraph or two, while others may prefer to click on a simple multiple-choice option.

    Therefore, it’s essential to offer multiple response options in your feedback forms and surveys. This allows your users to provide feedback in the way that is most comfortable and convenient for them.

    Some common response options include:
    - Multiple choice questions
    - Rating scales
    - Text boxes for open-ended responses
    - Checkboxes for selecting multiple options


Feedback is an essential tool for any business that wants to improve its website and provide the best possible user experience. By collecting feedback through effective feedback forms and surveys, you can gain valuable insights into what your users are looking for and how you can improve your website to meet their needs.
When designing feedback forms and surveys, keep in mind the best practices outlined in this article. Keep your forms short and sweet, use clear and simple language, offer multiple response options, and consider offering incentives.
By following these best practices and continually refining your approach, you can maximise the quality and quantity of feedback you receive, and ultimately improve the success of your website.
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