6 Best Online Survey Tools for Customer Feedback

Here’s one thing some business owners don’t realize when it comes to marketing.

You need to forget what you THINK your customers want and work with reliable feedback from them.

As such, the best possible way to get the most accurate glance at your audience’s tastes is by conducting online surveys. 

More often than not, you will discover a cavity between your opinions on their needs and the actual nature of what they want.

This is why I’ve curated a valuable selection of the 5 most suitable online survey tools for customer feedback.

Quick Summary

In a rush? 

Would you like a quick rundown of the best online survey tools for receiving customer feedback?

Well, here’s the gist of it!

• Typeform (Best overall)
• Kartra (Best for marketing or lead generation)
• Google Forms (Best free option)
• SurveyMonkey (Best for short surveys)
• HubSpot (Best reporting system)
• Jotform (Best for customization)

Regardless of the number of features each of these tools offers, you need to determine the best option for your business goals and strategy. 

So, how do you choose the right online survey tool for your business? 

There are a few factors to consider, including the tool’s extensibility, flexibility, convenience, and of course, your budget.

You can watch my free 5-Step Masterclass training to gain more insight on the best approach to choosing and effecting online survey tools to boost your business. 

What Are the 5 Best Online Survey Tools for Customer Feedback? 

1. Typeform

Best overall

Typeform is the leading online survey tool for collating customer feedback, and for good reason.

First things first…

It has a perfect blend of user interface design and tool functionality.

The approach Typeform uses is refreshing and practical. This online survey tool focuses on user interaction and engagement.

Have you ever responded to a Typeform survey?

If you haven’t, trust me, you physically cannot get bored.

This web-based customer feedback software is designed with quirky and engaging interactive tools which give surveys a conversational feel. 

What does this mean for your business?

Customers are motivated to complete surveys quickly without abandoning them mid-way, and you can derive the benefit you sought to obtain from the feedback.

If you don’t know how to apply customer feedback to your business strategy for the best results, you should take a peek at my free Masterclass training for more understanding.

Even with this, Typeform has some other attractive features. 

• Logic jumps create question paths specific to individual customers based on their responses.
• Questions can be paired with video and media interactions to help retrieve feedback faster. 
• You can send collated data to other apps with integrations such as Slack, Automate.io, and Zapier.
• It has a free plan and a trial period for the paid subscription.  

Considering paying for an upgraded version?

Here’s what to expect.

• The Essentials plan costs $35 per month and comes with features like a maximum of 1000 responses monthly and three logic jumps per platform, among some essential perks.
• The Professional plan costs $50 per month and includes 5000 responses monthly and unlimited logic jumps, among other perks.
• The Premium plan costs $70 per month and features 10,000 responses monthly and unlimited logic jumps, among more advanced perks.
• The Enterprise plan is also available for a full custom service.

So, use Typeform to emulate a one-on-one conversation with your customers with engaging surveys and quizzes. 

Pros

• It has an appealing, easy-to-use, minimal user interface design.

• It allows you to input unlimited questions into your survey.

• It provides an extensive range of captivating template designs and options.

• Surveys have a conversational touch.

Cons

• It has no dashboard with data analysis features.

• Conducting advanced surveys with this software could be complicated.

• It has a very rudimentary and basic reporting feature.

• Paid plans are a bit pricey.

Click here to get a Typeform trial

2. Kartra

Best all-in-one solution

Imagine everything, everywhere, all at once. That’s Kartra.

And while that is an exaggeration, truly, Kartra offers an all-in-one solution to your customer feedback issues.

You see, Kartra’s surveys and quizzes help to fulfill customer needs and improve product and service quality. 

Conveniently build a survey or quiz for your audience with targeted automation and auto-tag lead analytics. 

And you can allocate appropriate membership levels to your customers based on the results.

What’s more? 

Kartra has two approaches to creating a survey. 

You can either opt for the traditional, sophisticated single-step survey design or the more conversational and fluid multi-step design.

You decide, Kartra provides.

Furthermore, this online survey software has more all-inclusive features to support your customer feedback mechanism.

These include

• Unrestricted question generation from 8 available variations, including the multi-option text, single-option text, binary answers, and rating score, among others
• Allowance for the addition of high-resolution media without coding
• An overview of survey responses across all leads and individual lead-by-lead reporting, which can be downloaded and shared easily

Finally, it has a logic jump feature that branches survey paths based on respondents’ answers. 

These answers can be tracked and comprehensively analyzed to understand your audience better.

But be careful, though! 

Your customers might begin to think you’re either spying on them or reading their minds. 

Pros

• It offers endless questions with multiple variations and ready-made templates.

• It integrates with a whole suite of other marketing features

• It provides lead-by-lead reporting to analyze individual results.

Cons

• More expensive than other survey tools if you don’t need the other marketing features it provides

Click here to get a 14-day Kartra trial

3. Google Forms

Best free option

Google Forms offers survey logic, data analysis, and collaboration with the entire G Suite ecosystem at zero cost.

I’ll repeat it for emphasis.

ZERO cost.

That is, COMPLETELY FREE.

With Google Forms, simplicity is the motto.

It provides a minimalistic user interface design with easy-to-use features and intuitive functions. 

Also, personal users have an unrestricted number of generated surveys and responses.

Did I mention that it is integrated with the G Suite business platform?

Because responses are automatically saved in Google Sheets, transferring them to a database such as Excel is super convenient. 

In line with this, its data analysis features are solid. You can view and analyze participants’ responses to make informed decisions for your business.

Furthermore, including images or videos in your survey for instructions and context will give it flair and motivate participants to complete your survey.

On the downside…

Its question types and customizable options are limited. Plus, it utilizes basic survey logic and cannot accommodate more advanced logic.

Here’s the thing!

This online survey tool is perfect for small businesses that do not have the financial capacity to invest funds into a paid survey subscription.

It is also great for business owners who do not care for flamboyance or complicated processes. 

Perhaps you need a straightforward form for quick feedback; then you’re in the right place.

However, if you have the money and need more complex survey functions, then Google Forms may not be your best bet.

Pros

• It is entirely free with little to no disadvantages.
• It is equipped with basic survey logic.
• It is integrated with the entire G Suite ecosystem, including Excel and Docs.
• It is effortless to use and requires no skill or expertise.

Cons

• It has limited collaboration features.

• It doesn’t have a vast array of question types, and users only have a few choices.

• Respondents without a Google account may have to fill out a form several times because the information does not automatically save.

• No special features set this software apart from its competition.

Click here to try Google Forms

4. SurveyMonkey

Best for data analysis

Like Typeform, SurveyMonkey is one of the most popular online survey tools.

With approximately 20 million questions answered daily, this software has risen to prominence in the business and marketing ecosystem.

A significant contributing factor to its popularity is its free Basic plan. This plan provides an unlimited number of surveys with a maximum of 10 questions per survey.

Bear in mind that you’re granted only 100 responses on each survey.

This free plan gives you admittance to a good number of SurveyMonkey’s metric analysis tools.

So, don’t worry; you won’t miss out on too much.

However, if you’re like me and are interested in getting access to more advanced features, I suggest you opt for a higher-tier subscription.

Their subscription plans are divided into personal and business plans with similar features and minimal price distinctions. 

These include

• The Standard tier, which costs $99 monthly and $372 annually.
• The Advantage tier, which costs an extra $12 annually
• The Premier tier, which costs $1188 annually
• The Team Advantage tier, in the business plan, which costs $25 monthly.
• The Team Premier tier, in the business plan, which costs $75 monthly.
• The Enterprise tier

Now, I’m sure you’re wondering…

“What’s the deal with SurveyMonkey?”

For starters, the 230+ survey templates on this software are designed to be user-friendly, with over 13 unique customizable question categories. 

You can go for the regular short answer and multiple choice questions or switch things up with rating scales, image-based questions, interactive sliders, and drop-down menus.

In addition, SurveyMonkey has a pre-populated question bank that uses artificial intelligence to determine the question type. 

You’re also furnished with the option of formatting individual answer choices as well as applying logic functions.

At the end of your survey, you can use these logic tools to redirect respondents to other pages based on their answers or grade. 

These features seem inconsequential, but they save time when constructing longer surveys.

Furthermore, SurveyMonkey’s data reporting function is monumental. 

You don’t need secondary software for data analysis; you can simply edit chart displays and tailor the mechanism to suit your needs. 

Moreover, exporting this data to Excel or a CSV is as uncomplicated as it can be. 

That’s not all!

It is worth mentioning that you get exceptional technical support with SurveyMonkey.

Email support is available to all users, while phone support and quicker responses are privileges higher-tier subscribers enjoy.

On the other hand…

The most significant disadvantage of this online survey software is that almost all of its subscriptions are billed annually. 

This could be inconvenient for users and business owners who would rather pay on a monthly basis.

In summary, SurveyMonkey is a detail-oriented software for conducting customer feedback surveys with a seamless design and distribution procedure.

If you’re willing to ignore the price tag, then this tool has all you need.

Pros

• It has a highly beginner-friendly user interface design.

• It furnishes you with over 230 survey templates.

• It has the bandwidth to accommodate advanced survey logic.

• It has a free Basic plan with perks that include an unlimited number of 10-question surveys with 100 responses allocated to each survey.

• It comes with built-in data analytics.

Cons

• Users on the free plan cannot export data to Excel.

• Its pricing is expensive, with successive price hikes.

• The payment plan is designed to coerce you into an annual subscription.
• The software forces you to select a template before beginning a new survey which can be annoying.

Click here to try SurveyMonkey for free!

5. HubSpot

Best result reporting system

HubSpot is a well-known software brand primarily for marketing and sales. 

But did you know they have super handy customer feedback software?

With this customer feedback tool, you can generate surveys, collate feedback and share insights with your team.

The software design is centered around usability and confers several benefits to users.

Here’s why you should opt for HubSpot.

You will discover the reality of your customers’ wants with diverse question types and tweakable templates.

It also provides live chat functions, chatbots, and customer ticketing features. 

In addition, HubSpot’s feedback surveys have an effective result reporting system and questionnaire archive featured on built-in dashboards that organize and analyze data to help your business gain valuable insights.

These insights can be shared across a team through email or web links to enhance customer retention and help identify customer service trends.

It is important to note that you can choose the type of survey that suits your needs from a few options.

These are:

• Net Promoter Score (NPS) surveys

• Customer Effort Score (CES) surveys 

• Customer Satisfaction Score (CSAT) surveys

Seeking to deepen your understanding of your customers?

With a starter package costing $50 monthly, the HubSpot customer feedback software is an excellent investment for your brand. 

Pros

• It has an efficient reporting system and questionnaire archive, enabling businesses to gain meaningful insight into their customers’ wants.
• It has many question types and customizable templates.
• Has free basic reporting features

Cons

• User subscriptions can get increasingly costly.

This customer feedback software is connected with other HubSpot tools. As such, it would be the most convenient for existing HubSpot customers.

Click here to try Hubspot for free!

Jotform Survey Maker

Best for customization

Jotform Survey Maker is a fully customizable free tool used by over 20 million users.

Use one of their 800+ ready-made templates to get a head start on creating your surveys.

Add conditional logic to your surveys so your users can navigate questions easily and get a sense of personalization while your completion rates get boosted.

Get more out of your responses by turning them into professional reports in a single click. See your data clearly on automatically generated spreadsheets directly inside Jotform.

Embed your surveys on your website or generate a QR code or link and share it with your users. Don’t worry about security, Jotform protects your data with a 256-bit SSL connection and an option to encrypt your surveys.

All of Jotform’s features are included in the forever free plan so you won’t miss out. Just create an account and start collecting data from your users. Their paid plans have higher form limits and more cloud storage options.

The plans include:

• The Free Plan, which comes with all creatures but with a 5 form creation limit.
• The Bronze Plan, which costs $34 monthly and comes with higher limits and the option to remove Jotform branding.
• The Silver Plan, which costs $39 monthly and comes with even higher limits.
• The Gold Plan, which costs $99 monthly and comes with even higher limits and HIPAA compliance features available.
• The Enterprise Plan, which gives you no restrictions and priority real-time support with many more exclusive features.

Pros

• It has unlimited customization features so you can match your surveys to your branding however you like.
• It has security features so your collected data can stay safe.
• It offers integrations with all of your productivity apps.
• It has a mobile-responsive design so you can create your surveys on the go.

Cons

• The free plan has a small form limit.
• The paid plans are more expensive when compared with competitors.

Click here to try Jotform Survey Maker for free!

The Bottom Line

Undoubtedly, customers are the most important pillar of growth for any business. 

As such, obtaining and analyzing customer feedback is imperative if stagnancy doesn’t appeal to you.

Hear me out.

Utilizing these online survey tools will do a lot more than improve your customer feedback mechanism. 

The thing is, you can use the derived feedback to

• Aid your market research.

• Measure customer satisfaction.

• Create lasting relationships with your customers.

• Attract more sales.

• Improve your products and services.

Ultimately, in my free Masterclass training, you can learn how to apply these online survey tools to your business strategy for overall development.

Aren’t you even a little curious?

Frequently Asked Questions (FAQs)  

How Do You Create a Customer Feedback Survey?

After selecting a tool to facilitate your online survey, you must set vivid objectives, then question your customers’ overall satisfaction before delving into more specific questions. Remember to keep your survey short and simple; you don’t want it to get tiring.

How Do I Create a Customer Feedback Link?

Choose an online customer feedback survey tool and customize any form template to suit your requirements. Finally, save and publish the form and then copy the link. It is that simple!

What Are the Methods of Obtaining Feedback from Customers?

Since the dawn of business till now, there have been several methods of obtaining customer feedback. Currently, the prevalent methods are emails, surveys, focus groups, digital channels, and UserTesting