In this blog post, we'll explore how to analyse and interpret website feedback data to inform your business decisions. We'll cover the different types of website feedback data, how to collect it, and how to use it to improve your website and your business.
Our complete guide to customer feedback tells you everything you need to know about how to capture, analyse and action customer feedback to help your business beat the competition.
Website feedback data includes any information that users provide about their experience on your website. This can include feedback on the design, usability, content, or any other aspect of your website. There are several ways to collect website feedback data, including surveys, feedback forms, and user testing.
One of the most valuable sources of website feedback data is customer feedback. Customer feedback is any information that customers provide about their experience with your brand, products, or services. This can include feedback on your website, but it can also include feedback on your customer service, product quality, and more.
This feedback can be explicit, such as through reviews, feedback surveys and interviews, or implicit, captured via analytics and screen recordings. The question.to feedback widget allows you to capture screen recordings with commentary from users, allowing you to understand both what users are doing and why.
Analysing website feedback
Once you’ve captured the feedback, there are several tools and techniques you can use to analyse it, including:
Sentiment Analysis
Sentiment analysis involves analysing the language used in customer feedback to determine the overall sentiment of the feedback. You can use tools like Lexalytics or Brandwatch to conduct sentiment analysis on your website feedback data.
For a low cost option, ChatGPT will perform sentiment analysis for you. If you are doing this at a large scale, consider automating the process. Airtable offers a cheap way to perform sentiment analysis at scale via their ChatGPT extension.
Heatmaps
Heatmaps show you where users are clicking, scrolling, and spending their time on your website. We recommend Microsoft Clarity, as it is both free and has one of the most advanced feature sets for a heatmap tool, and in our opinion has replaced incumbents like Crazy Egg and Hotjar as the best option for most websites.
Use a Feedback Management System
A feedback management system can help you organize and analyze customer feedback. You can use tools like Zendesk, Freshdesk, or Help Scout to manage feedback from multiple channels and categorize it based on pain points.
User Journey Analysis
User journeys show you the path that users take on your website. You can use tools like Google Analytics 4 or Mixpanel to track user journeys and analyse how users are interacting with your website. This feedback can be important in giving you a full feedback picture, as what users tell you might not always tell you the full picture.
Key metrics to look at include:
- Bounce rate: The proportion of users leaving your site after visiting only one page
- Dwell time/session time: How long users are spending on your site
- Exit rate: the proportion of users that leave your site on a given page
These tools also allow you to build and analyse funnels, allowing you to see the typical journeys users take and where they drop off, allowing you to identify opportunities for improvement.
Interpreting Website Feedback Data
These tools also allow you to build and analyse funnels, allowing you to see the typical journeys users take and where they drop off, allowing you to identify opportunities for improvement.
Look for Patterns
As you analyse your website feedback data, look for patterns and trends. Are users consistently having trouble with a particular feature on your website? Are they consistently providing positive feedback on a particular aspect of your website? Identifying these patterns can help you make informed decisions about how to improve your website.
Prioritize Actionable Feedback
Not all feedback is created equal. Some feedback may be more actionable than others. For example, feedback that identifies a technical issue on your website may be more actionable than feedback that simply expresses frustration. Focus on the feedback that can help you make tangible improvements to your website.
Use Feedback to Inform Website Changes
Finally, use your website feedback data to inform changes to your website. If users are consistently having trouble with a particular feature, consider redesigning or removing that feature. If users are consistently providing positive feedback on a particular aspect of your website, consider highlighting that aspect more prominently.
To improve the speed and efficiency with which feedback is actioned, consider automating workflows and processes based on the type of feedback given. The question.to Zapier integration allows you to automate hundreds of actions across the tools you use to run your website.
Conclusion
Analysing and interpreting website feedback data is an essential part of improving your website and your business. By collecting website feedback data, analysing it, and interpreting it, you can gain valuable insights into the needs and preferences of your target audience. Use these insights to inform your business decisions and make tangible improvements to your website.
Start collecting feedback