OpinionLab
Largest users
OpinionLab is the global leader in Voice of Customer (VoC) feedback innovation, with real-time listening solutions for every brand touch point.
A small [+] feedback symbol on your website invites your visitors to share their opinion in their own words when they want it. You can customize your own comment card that allows them to leave ratings, open-text comments, and answer custom questions.
Reviews for OpinionLab
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 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.
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:
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 their website which contains rather drastic changes, but they've also implemented the OpinionLab tool to be able to collect all feedback.
