May 28, 2024

12 Strategies to Gather User Feedback Aligned with Business Goals

Have you ever had an experience with a product or service that left you scratching your head, wondering, "Did anyone actually ask customers about this?" It's happened to all of us.

Whether it's a clunky website interface, a confusing checkout process, or a product feature that didn’t hit the mark, these moments highlight the importance of customer feedback.

Customer feedback is important for several reasons:

In a world where customer expectations are constantly evolving, businesses that prioritize and use the power of customer feedback are set to succeed. 

12 methods to gather user feedback

Where do you start when it comes to gathering user feedback? With so many channels and methods available, we’ve put together twelve strategies to gather user feedback, each offering unique insights and opportunities to connect with your customers.

1. Surveys:

Surveys are a structured method of gathering user feedback by presenting respondents with a series of questions. They can be conducted online using tools like SurveyMonkey, Typeform or Google Forms, by email, or through other channels, and are useful for collecting quantitative and qualitative data.

Survey tips:

2. Feedback forms:

Feedback forms can be embedded directly into websites or applications allowing users to provide input on their experiences. They typically include fields for both quantitative ratings and qualitative comments.

Feedback form tips:

Screenshot of the feedback pop-up that appears when you click the feedback button on Temu.com.
Example of a sticky feedback button on the bottom lefthand corner of the Temu website.

3. User interviews:

User interviews involve one-on-one discussions between researchers and participants to gather in-depth insights into user experiences, preferences, and behaviors.

User interview tips:

4. Focus groups:

Focus groups bring together a small group of participants to discuss specific topics or features in a collaborative discussion setting, facilitated by a moderator.

Focus group tips:

A group of people in a focus group, looking at sticky notes on the wall.

5. Usability testing:

Usability testing involves observing users as they interact with a product or service to identify usability issues and gather feedback on the user experience.

Usability testing tips:

Screenshot from a usability test participant recording from user testing tool Loop11.
Example of a usability test recording from Loop11.

6. Social media monitoring:

Social media monitoring involves tracking mentions, comments, and conversations about a brand or product on social media platforms.

Social media monitoring tips:

7. Online reviews and ratings:

Online reviews and ratings provide feedback from customers who have used a product or service, typically on platforms such as Amazon, Yelp, or app stores.

Online reviews and ratings tips:

Screenshot from a review on Google. The company has replied to every review to thank and acknowledge the reviewer.r
Example of a response to a review on Google My Business from Yuri & Neil.

8. Customer support interactions:

Customer support interactions, including emails, live chats, and phone calls, offer valuable feedback on user issues and concerns.

Customer support interactions tips:

9. In-app feedback tools:

In-app feedback tools allow users to provide feedback directly within an application, typically through pop-up surveys or feedback buttons.

In-app feedback tools tips:

10. Beta testing:

Beta testing involves releasing a product or feature to a select group of users for testing and feedback before a full launch.

Beta testing tips:

11. Email campaigns:

Email campaigns involve sending targeted feedback requests to users via email, typically using personalized messages and incentives to encourage responses.

Email campaign tips:

Example survey email campaign from Nuts.com.
Example of an email survey campaign from Nuts.com.

12. Website analytics:

Website analytics tools such as Google Analytics track user behavior on websites, providing insights into traffic, navigation, and engagement.

Website analytics tips:

Screenshot from Google Analytics 4, the Pages and screens dashboard which shows various graphs.
Screenshot from Reports in Google Analytics.

When to ask for user feedback

Customer feedback fits into various stages of the business funnel, contributing to the overall customer journey and influencing purchase decisions. Here's when to ask for user feedback and how to ask for them in each stage:

1. Awareness stage (TOFU)

At the top of the funnel (TOFU), businesses look to generate awareness and attract potential customers. Customer feedback can inform marketing strategies by providing insights into target audience preferences, pain points, and interests. Understanding customer perceptions and sentiment helps tailor messaging and content to resonate with the target market, increasing brand visibility and attracting more prospects.

2. Consideration Stage (MOFU):

As prospects move into the middle of the funnel (MOFU), they are actively evaluating their options and researching products or services. Customer feedback, in the form of reviews, testimonials, and social media conversations, plays a significant role here. Positive feedback from satisfied customers acts as social proof, building credibility and trust in the brand. Additionally, addressing concerns and objections raised in feedback can help alleviate doubts and facilitate the decision-making process.

3. Decision stage (BOFU):

In the bottom of the funnel (BOFU), customers are ready to make a purchase but may have lingering questions or reservations. Customer feedback channels such as live chat, email support, or phone calls provide opportunities for direct interaction with prospects. Addressing inquiries promptly and effectively, based on insights from previous feedback interactions, can help overcome final hurdles and close the sale.

4. Post-purchase stage:

The customer journey doesn't end with a purchase; it extends into the post-purchase stage, where customer feedback becomes even more critical. Soliciting feedback post-purchase through surveys, follow-up emails, or review requests helps gauge customer satisfaction, identify areas for improvement, and foster loyalty. Positive post-purchase experiences lead to repeat purchases, referrals, and brand advocacy, while addressing negative feedback promptly can mitigate churn and preserve customer relationships.

5. Continuous feedback loop:

Beyond the traditional sales funnel, customer feedback forms the backbone of a continuous feedback loop. By collecting and analyzing feedback at every touchpoint, businesses gain actionable insights to refine their products, enhance customer experience, and iterate on their marketing strategies. This ongoing process of listening, adapting, and improving is essential for staying competitive and maintaining long-term success in today's customer-centric landscape.

How to analyze user feedback and align them with business objectives

Once you've gathered user feedback, making sure that customer feedback aligns with your business goals ensures that your feedback efforts serve a purpose and make a meaningful impact on your business.

Tips to analyze user feedback:


Remember that user feedback is not just about gathering data - it's about putting users at the center of every decision and ensuring that their voices are heard and respected.

Users are the heart of businesses - the ones who interact with your product or service. When users feel understood, valued, and catered to, they're more likely to engage, convert, and become loyal advocates for your brand.

Looking to create experiences that truly resonate with your users? Schedule your free consultation with our CRO experts today and discover how we can elevate your business by putting your users first. Let's work together to turn feedback into meaningful action and create experiences that leave a lasting impression.

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Alex Courselle, CRO Director at KARL Mission.
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