OpinionLab’s real-time feedback/rating tool (and why I love it)
Last week we implemented the OpinionLab real-time feedback/rating tool on Levolor.com. I can’t tell you how helpful it’s been in just 1 week of usage.
OpinionLab hosts a real-time survey/feedback tool which most of us recognize as the little spinning icon in the lower right-hand corner of some websites:
When the above icon is clicked on our site, it spawns a new window with a comment card like this:
This is simply a generic comment card that we have running site-wide. The consumer can optionally fill out as much or as little information as possible and even provide open-ended feedback in the comments field. OpinionLabs then stores this data on their server, logs the consumer’s web browser, operating system, browser resolution, their responses, and the specific URL the comment was submitted on.
Keep your finger on the pulse of visitor satisfaction with your website
Over time, this information can be tabulated to gauge the satisfaction from a site-wide perspective, section perspective, or individual page perspective. At first, I was skeptical that consumers would actually use this feature, but they have been, and the feedback is outstanding. There is nothing quite like getting real-time feedback from consumers about all aspects of your website.
Accessibility and ease of use are critical
When feedback/comment cards are easily accessible, website visitors are much more inclined to use them. This is an important takeaway that I think web marketers often forget. Accessibility and ease-of-use are important factors for anything, not just comment cards: think e-mail marketing (being able to forward a newsletter to a friend), photos and videos (making it easy to send the photo/video to a friend), and sharing articles (again, being able to send a note to a friend quickly from the webpage, and not just copying and pasting the URL in an e-mail).
Real-time feedback is where it’s at.
I’m convinced that this is where all websites need to be at if they want to continue to improve and offer any value to their consumers. Instead of sending out a survey once or twice per year and making huge, sweeping changes, real-time feedback allows you to test incremental changes and get feedback instantly from site visitors. CNN.com has released a beta of their website which contains rather drastic changes, but they’ve also implemented the OpinionLab tool to be able to collect all feedback regarding the beta:
How much it cost you?