Website feedback

Website feedback is answers, opinions and views collected from people via a website. The feedback does not have to be about the website itself – it can also be about products, services, customer experiences, needs, ideas, content, brand or other questions you want to explore. The website therefore works as a channel for reaching people who are already there.

You can collect feedback about almost any topic, as long as the question is relevant to the target group. Common areas are products and services, customer experience, needs and expectations, ideas and concepts, digital services, content and information, buying and decision processes, brand and communication, user experience and the website itself. What matters is therefore not what the page is about, but which target group you reach and what you want answers to.

There are several different methods. With esMaker you can, among other things, use Feedback Widget for quick feedback directly on the page, pop-up to invite people to a more extensive survey, Webpoll for quick polls, or embedded surveys and forms directly in the web page. Which method is the best fit depends on how much you want to ask and how the visitor should interact.

They differ mainly in how the feedback is collected. With Feedback Widget the visitor leaves quick feedback directly on the page. With a pop-up the visitor gets a survey invitation and can continue to a longer survey. With Webpoll the visitor quickly votes for one or more options directly on the page. With an embedded survey the questions are shown directly as part of the web page's content. The methods can be used separately or together.

A Feedback Widget is a button or panel on the website where the visitor can leave feedback directly, for example through open comments, ratings, smileys, scales or short questions. It is the best fit when you need a quick answer directly in the context where the visitor is, for example to ask whether the visitor found the information they were looking for, how satisfied they are with the service, what they are missing, how useful the page was, or what you can improve. That makes the format suitable for ongoing feedback without sending the visitor onwards.

Pop-up survey can mean different things, but in esMaker the pop-up is used as a survey invitation: the visitor sees a short message and chooses whether they want to take part, and those who say yes continue to the survey itself. The setup can also be called a survey invitation, pop-up invitation, survey invitation, website intercept or survey intercept. A pop-up is the best fit when you need several questions or a more in-depth survey, for example a customer survey, visitor survey, product survey, market survey, evaluation of a service, research, or a survey of needs or the customer journey. The pop-up is then used to recruit the respondent to the survey itself.

Yes. In esMaker you can take a sample of the website's visitors and, for example, show the pop-up to every tenth visitor. That makes it possible to collect responses continuously without everyone who visits the website needing to get the same survey invitation. It is particularly useful with larger traffic volumes or ongoing surveys.

A Webpoll is a short poll shown directly on a website or an intranet. The visitor votes for one or more options and can then see the result. Webpoll is a good fit when you quickly want to capture an opinion, preference or a choice, for example Which option do you prefer?, What do you think is most important?, Which topic would you like to read more about?, Which proposal should be prioritised? or What do you think of this idea? It can be used for feedback, engagement and simpler surveys.

An embedded survey is a survey or a form shown directly in the web page itself, without the visitor needing to open a widget or click onwards from a pop-up. The survey can, for example, be placed in an article, on a landing page, in a customer portal, on a support page or on an intranet. It is a good fit when the questions should be visible as a natural part of the page, for example when you want a permanent question on a page, collect sign-ups or answers directly, run a short survey, capture feedback in a clear context, or avoid extra clicks.

Website feedback describes how and where feedback is collected, while a web survey is the survey itself. A web survey can be distributed via, for example, email, link, QR code, pop-up, embedding on a website or other digital channels. Website feedback is therefore a broader term for feedback collected via the website.

Choose the method based on how much you need to ask and which type of interaction is the best fit. Choose Feedback Widget when you need quick feedback directly on the page, pop-up when you need a longer or more in-depth survey, Webpoll when you want a quick stance between options, and embedded survey when the questions should be visible directly in the web page's content. In many cases a combination is best.

Yes. Different methods can meet different needs on the same website, for example Feedback Widget for ongoing views, Webpoll for quick polls, pop-up to recruit people to larger surveys, and embedded survey on particular pages. That means each question can use the format that is the best fit.

Yes. The website can be used as a channel to collect customer feedback in different parts of the customer journey, for example about satisfaction, purchases, support, products, services, needs or suggestions for improvement. Both short feedback and longer customer surveys can be collected via the website.

Yes. You can use the website to collect views on both existing and future products, for example how satisfied the visitor is with the product, what they are missing, which feature is most important, or which option they prefer. Depending on how much you want to ask, you can use a widget, Webpoll, pop-up or an embedded survey.

Yes. The website can be used as a channel to explore the market, needs, preferences and new ideas, for example which needs visitors have, how they see a new concept, what they value most, or which solution they prefer. For more extensive studies, a pop-up with a separate survey is a particularly good fit.

Yes. The website can be used to test ideas, concepts, messages and options before you go further. A Webpoll can be a good fit for a quick choice, while a longer survey is a better fit if you need to understand why someone prefers a particular option.

No. The feedback does not need to be about the specific page. The website can be used as a distribution channel to ask about, for example, a product, service, idea, customer experience or an entirely different topic. What matters is that the question is relevant to the target group that sees it.

Yes. The same types of feedback methods can be used on an intranet, for example employee feedback, internal polls, views on information, ideas, feedback about internal services or short internal surveys. Webpoll and embedded surveys are often a particularly good fit in intranet environments.

Yes. Feedback and surveys can in many cases be run anonymously. Which information is collected should be adapted to the purpose of the survey, and if you collect personal data the setup needs to follow the organisation's data protection routines and applicable requirements.

Yes. Responses collected via esMaker can be followed and analysed continuously, which makes it possible to see how the results develop, discover recurring patterns and work further with reports and dashboards.

Yes. esMaker offers AI-based analysis of free-text responses, particularly useful when you receive many open comments and need to process larger volumes of qualitative feedback. The AI analysis can be combined with filtering, selection and reporting in esMaker.

Yes. Feedback collected via the website can be handled together with the organisation's other surveys in esMaker, for example customer surveys, employee surveys, market surveys, NPS measurements, evaluations or visitor surveys. That means website feedback does not need to become a separate data source.

Web analytics mainly shows what people do on the website, while website feedback gives visitors the opportunity to explain themselves what they think, need or experience. Web analytics can, for example, show that many people leave a certain page, while feedback can help you understand why. The methods therefore complement each other.

Gör frågan kort, relevant och enkel att förstå. Det hjälper också att förklara varför ni frågar, välja rätt format, hålla antalet frågor på en rimlig nivå, låta besökaren avstå enkelt, visa popup för ett relevant urval och anpassa frågan till målgruppen – ju lägre tröskel, desto enklare blir det att delta. Använd rätt format för rätt situation och fråga inte mer än nödvändigt: en Feedback Widget kan ligga diskret tillgänglig, en Webbpoll kan vara en naturlig del av innehållet, en popup kan visas för ett urval istället för alla, och en inbäddad enkät kan placeras där frågan känns relevant. Feedbackinsamlingen ska kännas som en möjlighet att delta, inte som ett hinder.

Ja. esMakers webbplatsfunktioner kan anpassas för att passa organisationens visuella uttryck, till exempel färger, typografi, text, placering och övrig grafisk utformning. Målet är att feedbackfunktionen ska kännas som en naturlig del av webbplatsen.

esMaker är utvecklat för GDPR-anpassad hantering av undersökningar och feedback, med datalagring i Sverige. Hur en specifik feedbackinsamling bör utformas beror på vilka uppgifter ni väljer att samla in och om personuppgifter behandlas. Organisationens egna dataskyddsrutiner och rättsliga krav behöver alltid beaktas.

Boka ett möte med oss så guidar vi er och hjälper er hela vägen. Börja med att bestämma vad ni vill få svar på och vilken målgrupp ni vill nå. Sedan bollar vi metod tillsammans: Feedback Widget för snabb feedback, Webbpoll för snabb omröstning, popup för att bjuda in till en fördjupad enkät, eller inbäddad enkät för frågor direkt på sidan. Därefter skapar vi frågorna i esMaker, publicerar dem på webbplatsen och följer resultaten i plattformen.