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At first, all website survey tools seem to be similar. Some are more minimalistic; some offer other methods of collecting audience feedback, like email surveys or in-app surveys; some include features like website analytics. 

After installing a piece of JavaScript code, you're able to put a small widget on your website and instantly start collecting feedback from visitors. Nothing complicated. 

But when you get more serious about surveying your users, you start to observe differences between website survey tools. For example, they offer different targeting options and integrations. Those features may seem dispensable at first but become crucial when you get more familiar with the tool and want to take full advantage of it.

Switching to another tool is always a headache, especially when you have lots of survey data and use sophisticated targeting options that are difficult to copy. 

To avoid problems, make sure you choose the best survey tool from the start. 

This short guide will show you what to look for while choosing a website survey tool. It'll help you filter out all marketing gibberish of feedback collection services providers and choose the tool most suitable for you. 

What features To Look For in a Website Survey Tool

Let's start with a list of features that are important for you or another person who will be using the website survey tool. They ensure that you can configure the tool to meet your needs and make the most of it:

1. Skip logic

Skip logic (or: question branching or survey logic) is a must-have feature of website survey tools. It allows you to show different questions based on answers to previous questions. While it's one of the basic functionalities of website survey tools, still not all vendors offer it.

To learn more here about skip logic, see our help article under the link.

2. Multiple question types

Some website survey tools limit you to asking only multiple-choice and open-ended questions

But there are also other useful types of surveys, like:

  • Linkert scale
  • NPS
  • Smiley scale
  • Checkboxes
  • Forms (helpful in collecting contact emails and in lead generation)


Look for tools that offer Calls to Action to engage visitors and guide them to desired actions or tailored content.

NPS is the survey most popular with Survicate users. Give it a go with the NPS Survey Template below:

4. Advanced targeting options

Website surveys provide the best results when they give you the possibility to precisely choose who sees surveys and when. That allows you to adjust the message to the context so the user experience is better and response rates are higher. 

Target surveys based on:

  • traffic sources (direct, UTMs, referrals, search traffic, etc.)
  • behavior on the website (browsed pages, time spent on the page, % of a scroll, new v returning visitors, etc.)
  • characteristics of users (geography, languages, devices, cookies)

Important note: 

If you want to use a website survey tool on a Single Page App (SPA), look closely at the targeting options of the tools you are considering. The support of SPA is still not a standard.

5. Library of survey templates

Why to waste time creating all surveys from scratch when you can choose a website survey tool that offers a library of pre-defined templates

Adding a survey from a library requires just a few clicks so you save time and effort (a good library comes with pre-defined settings as well).

Survicate's Marketing Surveys Templates Library
Survicate's marketing surveys templates library

6. Reporting

Analyzing the results of your surveys can be time-consuming and is likely to discourage you from doing so. But that's the key to a successful survey. Without analysis, all answers mean nothing. 

So choose a tool that offers reports with a summary of results delivered to email to give you a glimpse of what users are saying and of the most prominent trends. 

A useful feature: 

The choice of how often you want to receive reports.

7. Integrations with tools you already use

Website survey tools themselves provide you with useful and valuable feedback that you can use to improve your website or services. 

But they can provide even more value if you integrate them with CRM or marketing automation software

The website survey tool can bring new leads and enrich their profiles with collected data. Look for direct integrations. They usually provide more options and are easier to set up than integrations through third-party apps like Zapier.


If you're a data geek, you might be interested in a Google Analytics integration. Analyze the results of surveys in the analytics tool and build custom segments of users. You can later use them to create personalized retargeting campaigns

If you use surveys to find more about your customers or leads, then integrations with tools like IntercomHubSpot, or ActiveCampaign should be interesting for you.

8. Exit intent surveys

Collecting feedback from visitors who are about to leave the website can be a great source of insights so make sure the tool you choose offers exit-intent surveys.

Feel free to use this Exit Intent Survey Template by Survicate:

9. Responsive support and knowledge base materials

Like with all other SaaS tools, you sometimes might need some help to get started or set up a new feature of your website survey tool. 

My recommendation: 

Choose a tool that offers support via chat (the fastest way to answer questions). What is also important is the quality of support materials so that you can find answers on your own if you don't like talking to support.

10. Export of data to a preferred format

You have two options for analyzing data gathered with your website survey tool: 

Within its dashboard

In spreadsheets after downloading the data

For most of the purposes, analytical dashboards will work fine. But if you want to perform the advanced analysis, you will need to do it in a program like Excel. (Download in .csv format is a standard, .xls is less popular but easier to work with if you're not a spreadsheet maestro.)

11. User and domain management

Sometimes you might want to add another user to a domain or a new domain to an existing account (agencies, raise your hands). Make sure the tool you choose offers such possibilities to avoid sharing one access within a team or creating multiple accounts to manage a few domains. Also, consider elements that affect the experience of your website visitors who will be answering the surveys. 

To cut a long story short: Users don't like interacting with any elements on the website if they don't look good or trustworthy.  

So look for the following options:

  • The responsive design of survey widgets so that they look good on all devices
  • Modern design of survey popups
  • The possibility of customizing widgets to match the design of your website, including adding graphics to widgets and removing a provider's branding. (A tip for more advanced users: Look for the possibility of adding custom CSS of survey widgets to make them look exactly as you want to.)
  • The ability to show surveys in languages that your visitors speak (The geographical or browser language targeting will make it possible.)

Lastly, keep in mind that the main factor contributing to your visitors' satisfaction and willingness to participate in a survey is good targeting and utilizing advanced options well. 

READ ASLO: How to Target Surveys Based on Survey Tags

Other Crucial Aspects a Survey Tool

Now you know what features of website survey tools to look for. What else is important to make the right choice?

Value for money

Check what exactly is included in the plan you're interested in. Usually, the main factor distinguishing pricing plans is the number of answers you can collect in a month. But it can also be a monthly traffic limit. 

Also, the plans often offer access to different features. Take a closer look at billing periods - some tools offer only quarterly or annual billing while others allow you to pay monthly. If you're not sure how long you will need the tool, better choose monthly billing.

Reviews of users

Don't forget to read reviews of website survey tools on platforms like G2Crowd. An opinion of an actual user can help you make the right decision.


What you can also take into account is the scalability of infrastructure. It's essential especially for websites with millions of monthly visits that not all vendors can handle. Not to mention the security - SSL certificates and daily backups of databases are a must-have.

Key Takeaways

Let's briefly sum up the key points of this article: 

Some of the crucial features of website survey tools you should look for are: 

  1. Skip logic
  2. Multiple question types
  3. Integrations with tools you already use
  4. Targeting options that will allow you precisely choose who and when sees surveys, including URLs, time delay, exit intent, and cookie-based targeting

Also, make sure that survey widgets are responsive, and you can customize them to match the design of your website. When you shortlist available tools that match those criteria, take a look at reviews of customers to choose a reliable tool that won't ruin your budget with a big upfront payment.

This way you'll choose the right tool for your needs and won't need to look for a more suitable one when you dive into more advanced settings.

But still, there is nothing more valuable than trying shortlisted tools on free trials or free packages to see how they work to check for yourself the features and the quality of support. 

If you are ready, let Survicate be your first survey tool. 

SEE ALSO: How to Get Started With Survicate.

to learn all about the Smartlook integration