How to turn Website Feedback into Sales Funnel Profits

Mar 28, 2011 11 Comments by

How do you know what your website visitors think of your website?   And how can you convert feedback into profit?  Think about these stats from Kampyle:

  • 60% of visitors who leave feedback include their contact details.
  • 45% of these visitors convert into sales.

That means about 27% of visitors who complete the feedback form result in sales.  (Hmmm, looks  like it might be a good idea to ask more people for more feedback, don’t you think?)

Asking for feedback is good even if only a very small number of visitors bother to give it to you.

It’s easy enough to get a form created for your website to ask for feedback on the site, but  processing high volumes of data and easily producing meaningful reports can be a challenge.  There are also lots of different online survey tools you could use, but most are not specifically designed for getting feedback on your website.

One of the Big Trends of the digital age is the increasing creation, supply and availability of More 100% Fit Products in Global Niches. (For more on this, you can see Trend 16 here.) Here are three online website feedback tools that have been produced to be 100% niche solutions.

Flash Feedback

website feedback form flashfeedback survey form

I came across this new tool the other day. I  like it and have started to use and recommend this system  – which is partly what prompted me to write this post.

Info from their site: Flash Feedback™ is a powerful, yet simple, tool that allows customers and prospects to provide website feedback 24/7. Direct website feedback from visitors enables you to improve the user experience, increase conversions and generate more online business.

My thoughts: The questions are presented in a single form that looks easy to use and is easy to use.  The link to the form is located on the bottom right of the screen.  The Flash Feedback people suggest that 2% of your website visitors will complete the form.

Pricing starts from $25 per month which includes 25 feedback forms being submitted each month.  Pricing is on a sliding scale – for $100 per month you can get 250 submissions, and for $500 a month you can get  up to 2,500 feedback forms submitted to you each month.

The reports that are available with this service are great, with extra information that is not just about your site but also your benchmark sites and industry comparisons.

You can get a 45 day free trial – which is worth doing before you take it on.  The trial will also give you an indication of the  likely quantity and quality of responses you can expect.  I’m trialling it at the moment – so if you want to be part of my 2% of feedback providers, please complete the Flash Feedback form at the bottom right of your page.  Or you can click here and see the form.  Go on, give it a go…  :)  It will open in a new window.

And you can click here to get a trial of  Flash Feedback yourself.  (aff link)

4Q from iPerceptions

A different tool is 4Q provided as an entry level solution from the web analytics firm iPerceptions.   4Q is free and it  may  suit you.

Info from their site: The 4Q Online Survey is a free online survey solution that allows you to find out why visitors are at your website, and whether or not they are completing their tasks (and if they aren’t, what’s getting in the way?).   The 4Q online survey provides answers to the following 4 essential questions:

• What are my visitors at my website to do?
• Are they completing what they set out to do?
• If not, why not?
• How satisfied are my visitors?

My thoughts: 4Q is a free service,  but the 4Q survey process is made cumbersome by a survey process that asks a single separate question on each page of the form.  The questions are easy enough to fill in but the process can look  like it will be hard. This will result in some people abandoning the survey form.

The reporting provided by 4Q is simple, but effective -  and it may be adequate for many businesses.  4Q uses a simple dashboard graphic, and then you can drill down for more detail you require. You can upgrade from the free service to get even more detailed comparison reports as well.

Customer surveys (and website surveys) can be critical  ‘moments of truth’,  and you want to make sure the experience  of using them is positive.  The 4Q experience does not work well for me – partly because of the survey process, but also because of the Lightbox process used by 4Q.

Here’s how it works…  The 4Q system uses an invitation form and a survey form.   With 4Q, the invitation pops up instantly you arrive on the website in what is called a Lightbox form.  The Lightbox makes a new smaller window pop-up on the visitor’s screen. It’s technically not a pop-up and so pop-up blockers won’t block it.  As it appears, the rest of the screen behind it grows dark, forcing the website visitor to focus on the form in the new ‘lightbox’ window.  (Greybox forms are similar, making the background go grey.)

Lightbox forms are used a lot in online marketing and can work well, but they can also be a bloody annoying intrusion, especially if the form  pops up in your face before you have even seen anything about the website you are visiting.

Here’s how 4Q explains the invitation process:

The 4Q survey employs a two-stage invitation process. When visitors arrive at your site, we look at your invitation rate setting and trigger the invitation accordingly (ie. if your invitation rate is set to 50%, only 1 out of 2 visitors will receive the invitation). When the invitation is triggered, your visitors will be presented with an invitation to participate in a survey after their session. If they accept, a second, minimized window, which contains the survey itself, will be launched and will wait in the background for the visitor to complete their session. All visitors, whether they accept or decline the invitation to participate, will be cookied for 30 days, during which point they will not be invited at all. The 4Q website survey is designed to be a collaborative brand building exercise, not an annoying browsing interruption.

To me,  the  instant 4Q lightbox pop-up invitation IS  an annoying interruption.


kampyle feedback form uses smileysAnother feedback system I’ve come across recently is from Kampyle.  It also uses a two stage invitation process and a lightbox form pop-up, but the pop-up is not instant in your face. It is delayed and more discrete.

Info from their site: The smart, integrated system based on user feedback helps you reduce customer attrition, increase conversion rates and improve customer satisfaction and loyalty.

My thoughts: As with the 4Q system, the Kampyle process  works with an invitation form and then opens up the feedback in a small browser window.

The feedback form uses smileys for the ratings, which looks kinda fun but may be a bit simplistic for some people to take seriously.

The pricing starts at $99 for 200 feedback items and  $499 for 1,000 feedback items.

Turn Feedback Expense into Sales Funnel Profits

Both Flash Feedback and Kampyle have a second page to the survey form in which users have the option of providing their name and contact information.  (The 4Q free service does not offer this.)

According to Kampyle,

  • Sixty percent of visitors who leave feedback include their contact details
  • Forty-five percent convert into sales
These are interesting statistics.  These can allow you to turn the expense of using a 3rd party  website feedback service into a valuable and cost-effective part of your sales funnel.
  • Could these stats hold true for your business?
  • What do you need to do so that your sales systems allow you to effectively follow up those people who give you the feedback?
If you can get these stats and systems working for your business, then you will want to  ask more and more people who come to your site for feedback.


If you really want to use a free service, then the 4Q is probably worth a go,  as long as you don’t mind instant pop-ups annoying some of your site visitors.

When you’re looking at paid services, either Flash Feedback or Kampyle may suit you. At the moment, my preference is the more subtle process used by Flash Feedback. With a bit of extra coding, you could get Flash Feedback to open in a delayed lightbox as well – but it’s not provided in the tool at the moment.

You may prefer the two-stage process with its invitation to participate first.  If you do, then the Kampyle system may suit you better than Flash Feedback.

And of course, if you’re looking to turn feedback into profits, then the more quality feedback with names and contact information you get the better.  Don’t limit the feedback you get. Encourage more and more of it.

Please let me know of other website feedback tools you come across – and what you like and don’t like about them.  I”ll add them to the list.

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