I need a good feedback tool. Help!

Following on from last time, here’s another website feedback tool for you to consider. It’s called Kampyle and it’s useful because people are able to rate your site and tell you what they really think… (Scary huh!)

Feedback web 2.0! (…except you don’t have to publish people’s feedback if don’t want to).

It’s not really a web 2.0 thing, but it does enable you to compile a list of feedback from visitors about their experience on your website. Of course not everyone will have the time or the inclination to comment, but sometimes you’ll get an “enthusiast” who will write a “War and Peace” essay on their experience.

Importantly, you can choose which pages you want to have the feedback feature – so I’d suggest you go for pages that are most important to your online success. People travelling through a shopping cart process are certainly candidates!

What we’ve found though is that while the information collected is fabulous, having Kampyle on a website can actually decrease conversions temporarily. It’s still worth it in the long run – this isn’t a sprint; your outlook should be long term. Stick to your knitting and hold your nerve (that’s two clichés in the one sentence by the way).

The other feature of Kampyle is the “pop up on exit” feature which is also quite nifty. This can be set to pop up every time someone exits your site, or say, 30% of the time (so you’re not annoying everybody!)

The key bit of advice with this tool is not to make knee jerk changes based on each bit of feedback that arrives. What one person hates, dozens of others may really like, so watch out for the “squeaky wheel” syndrome. Collect feedback over say a month, and then make changes based on your findings.

Of course the next thing to do is some A/B split testing. Create a “challenger page” based on the feedback from your feedback tools (remember Crazy Egg?) and split test against the original (using Google’s free website optimiser or similar).

Then run a book and lay some odds on whether the original can beat the challenger. You’ve got to make this stuff interesting somehow!

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Chris Thomas heads Reseo, a search engine optimisation company which specialises in creating and maintaining Google AdWords campaigns and Search Engine Optimisation campaigns for a range of corporate clients.

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