23 Feedback Form Templates and Best Practices for 2024

Did you know that 52% of customers will pay more for a great customer experience? One of the most effective ways to understand exactly what your customers want is by using well-crafted feedback forms to regularly collect their insights and opinions.

Whether you‘re looking to improve your products, enhance your customer service, or optimize your website, feedback forms are an invaluable tool. By asking your customers the right questions at the right time, you can uncover actionable insights to continuously improve the customer experience.

But creating an effective feedback form is both an art and a science. From the types of questions you ask to the overall form design, there are many factors that impact response rates and the quality of the feedback you collect.

In this comprehensive guide, we‘ll share everything you need to know about creating feedback forms, including:

• The different types of feedback forms
• Key elements of an effective feedback form
• Where to find customizable feedback form templates
• Real-world examples of feedback forms from top brands

By the end, you‘ll have all the knowledge and resources you need to start collecting valuable customer insights that drive meaningful improvements. Let‘s dive in!

The Different Types of Feedback Forms

There are several types of feedback forms you can use depending on the specific insights you‘re looking to collect:

1. Open-ended feedback forms

These forms use open-ended questions that allow customers to provide detailed feedback in their own words. This is useful when you want to do a deep dive into customer pain points, desires, and suggestions.

2. Survey-based feedback forms

Survey forms use a combination of multiple choice, rating scale, and short answer questions to collect both quantitative and qualitative feedback. These are helpful for gathering feedback on specific aspects of the customer experience.

3. Website feedback forms

Often presented as pop-ups or slide-ins, these forms are embedded on specific pages of your website to get feedback on the user experience. For example, an ecommerce store might trigger a feedback form after a customer completes the checkout process.

4. Mobile app feedback forms

Similar to website feedback forms, these are used within mobile apps to collect insights on the app user experience and features. Many apps trigger feedback forms after key actions like completing a level in a game.

5. Email feedback forms

Feedback forms can also be sent out via email to collect customer insights. These are often used for post-purchase or post-service feedback when you already have the customer‘s email address.

Key Elements of an Effective Feedback Form

No matter which type of feedback form you use, there are certain best practices to keep in mind:

1. Ask clear, specific questions

Each question on your feedback form should be focused and easy to understand. Avoid broad, general questions that are hard for customers to answer. For example, instead of "How was your experience?", ask "How easy was it to navigate our website today?"

2. Include open-ended questions

While multiple choice and rating scale questions provide useful quantitative data, it‘s also important to give customers opportunities to express their thoughts in their own words. Open-ended questions like "How can we improve your experience?" can yield valuable insights you may not have thought to ask about.

3. Keep it short and focused

In general, aim to keep your feedback form as concise as possible, focusing only on the most important questions. More questions lead to lower response rates. As a general rule of thumb, try to keep your form under 5-10 questions if possible.

4. Make it mobile-friendly

With more and more customers accessing the web on mobile devices, it‘s critical that your feedback form is optimized for small screens. Make sure the form layout is responsive and the questions are easy to read and answer on a smartphone.

5. Deliver it at the right stage of the customer journey

To get the most relevant insights, time your feedback form to go out at key moments in the customer journey. For an ecommerce store, this might be right after a purchase is completed. For a SaaS product, it might be after the customer has been using the platform for a certain period of time.

6. Set expectations on time to complete

Let customers know up front approximately how long the feedback form will take to complete. This helps increase response rates by allowing them to set aside the necessary time. Avoid surprising them with a 20 minute survey when they were expecting a quick 2 minute questionnaire.

7. Thank respondents and share how their feedback will be used

Always close out your feedback form with a genuine thank you message to show customers you value their time and inputs. It‘s also a good idea to briefly mention how their feedback will be used to enhance their experience. This helps them feel heard and incentivizes them to continue providing feedback in the future.

Where to Find Feedback Form Templates

Now that you know the key elements of an effective feedback form, you may be wondering where to start with actually creating your form. Luckily, there are many online resources offering customizable templates:

• HubSpot Form Builder – HubSpot offers a free online form builder with an intuitive drag-and-drop interface. They have a variety of ready-made templates you can customize.

• Typeform – Typeform is known for its attractive form designs that incorporate images and interactive elements. Their template gallery has a dedicated section just for feedback and survey forms.

• JotForm – With over 10,000 form templates, JotForm has one of the biggest selections available. You can browse through their feedback form category to find a template that fits your needs.

• Google Forms – Google‘s free form builder, part of Google Drive, has a selection of pre-made templates including ones for customer and event feedback. The major benefit is that responses are automatically collected in a Google Sheet.

• Microsoft Forms – Similar to Google Forms, Microsoft‘s form builder integrates with other Microsoft 365 products. They offer several feedback form templates that can be edited to fit your branding.

Examples of Effective Feedback Forms

To spark inspiration for your own feedback forms, let‘s look at some examples from well-known brands:

Uber

Uber‘s feedback form is triggered after each ride is completed. What makes it effective is the short, targeted questions focused on key aspects of the service like driver quality, safety, and cleanliness. They also provide an open-ended comment box to share additional details.

Airbnb

After each stay, Airbnb sends guests a feedback form on their experience with that specific host and listing. In addition to rating scale questions, they ask what the host did well and what they could do to improve. This provides hosts with actionable insights.

Netflix

Netflix‘s feedback form pops up when users hover over the thumbs down icon on a show or movie. It‘s well-timed to get insights on why that particular content didn‘t resonate with the user. The questions are also very specific, focusing on elements like the plot, characters and actors.

Amazon

On each product page, Amazon has a question "How would you rate your experience shopping for this item?" with a link to provide feedback. Clicking it opens a focused form to rate and comment on different aspects of the product discovery process.

Slack

Within the Slack app, there‘s a quick feedback form that can be accessed under the help menu. It allows users to select the general topic of their feedback and then provide open-ended comments. The form is kept very short and to-the-point to encourage submissions.

Key takeaways:

• Focus on specific aspects of the experience, not broad questions
• Incorporate rating scales and open-ended questions
• Trigger feedback at relevant points in the customer journey
• Keep the form short and quick to complete
• Allow customers to provide feedback in their own words

Start Collecting Valuable Customer Insights

Feedback forms are one of the most effective tools for understanding your customers and identifying opportunities to enhance their experience with your brand. By putting the best practices from this guide into action and drawing inspiration from the examples, you‘ll be well equipped to create high-converting forms that deliver valuable insights.

Remember, a great feedback form should be:

• Short and focused
• Specific in its questions
• Delivered at the right stage of the customer journey
• Designed for easy mobile completion
• Appreciative of the customer‘s time and input

With compelling, well-timed feedback forms as part of your customer experience program, you can uncover the insights you need to continuously make your customers happier and more successful. So start experimenting with feedback forms today to experience their benefits firsthand!