Blog Customer FeedbackProduct Feedback Forms: Best Examples and Top Tips

Product Feedback Forms: Best Examples and Top Tips

A product feedback form is an efficient way to gather your customers’ thoughts. But there are certain rules on how to get it right - we’ll show you today.

Customer Feedback
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Illustration image for blog post

There are many moving parts to a SaaS business and millions of decisions you have to make on your path to success.

Which features to build, which customers to focus on, where to improve customer service… And most of this can be fixed with a proper feedback system. More specifically, you can improve your product easily with a product feedback form.

This seemingly simple tool can help you engage existing customers, find issues with your product, and gain new customers while effectively increasing revenue.

Since we have your interest now, let’s get on to product feedback forms. 👇

What is a product feedback form?

A product feedback form is a tool that businesses use to collect opinions, suggestions, insights, and criticism about their product. Despite the name, this feedback format doesn’t necessarily have to be in the product. It can be shared through various channels, such as email forms, text, social media, live chat, and others.

Example of Featurebase's product feedback form that also shows existing requests.

Why should you use product feedback forms?

It’s a no-brainer that collecting feedback from customers helps your business and improves the customer experience. But there are also more practical benefits to creating product feedback forms.

  • Understanding customer needs and preferences
  • Improving customer loyalty
  • Identifying issues and pain points
  • Driving product development with actionable feedback
  • Reducing customer churn
  • Improving customer lifetime value
  • Benchmarking customer satisfaction and comparing performance over time
  • Building better customer relationships
  • Supporting marketing and sales efforts and providing a better buying experience
  • Empowering data-driven decisions through valuable feedback
  • Creating a competitive advantage for your product and brand in a crowded marketplace

There are practically no downsides to collecting feedback from users except the time and effort it may take to create different types of feedback forms.

What should a good product feedback form include?

To make the feedback form functional and successful, there are a few key items you don’t want to miss out on.

  1. Introduction - explain the purpose of the feedback form and how long it will take to complete it
  2. Customer information (optional) - name and email; leave this out if the feedback form is anonymous
  3. General questions - broad customer feedback questions about your topic of interest, such as product features, addons, pricing plan, customer support, customization options, etc.
  4. Specific questions - dial into the core of the feedback form, with questions targeting specific topics
  5. Additional comments - leave an open-ended space for customers to share their thoughts on topics (un)related to the feedback form
  6. Incentive (optional) - explain what the customer stands to gain for participating
  7. Closing - thank the customer for their precious time and insights

Whether you include all or some of these elements will depend on the medium you’re gathering feedback with.

For example, product surveys will require all of your target audience's information. On the other hand, an in-app feedback widget can capture the customer’s data since they are already logged into the product.

Featurebase's embeddable feedback widget.
In-app feedback widget (live demo)

Top tips for creating online feedback forms to get the best results

Want to create the kind of feedback form that provides meaningful insights from your customers? Here's how to get started, whether you’re creating a customer feedback survey or an in-app widget.

1. Define specific goals and purposes

The information you get depends on the questions you ask, and those questions are based on your feedback strategy goals. What kind of problems are you looking to solve as a business owner? Which customers do you want to get regular feedback from?

For example, your goal could be to improve your product onboarding process and remove bottlenecks for new customers. Or it could be to improve customer service by focusing on the most frequent pain points your customers run into.

Identify the areas where you need help with customer feedback and base your forms on that.

2. Make it short and sweet

Our attention span is not that great. In 2024, the average attention span for screen time is about 45 seconds. 😅

This means that your product feedback forms should be very short and to the point.

Speed up the feedback process with intuitive selectable fields.

Only include relevant questions (for your goal), and if possible, keep them closed-ended. Open-ended questions yield better, more qualitative feedback but take more time to answer.

One of your goals is also to have high completion rates. If many people start a feedback form but don’t complete it, it could mean that your customer survey questions are complicated. Or there could just be too many - this is called survey fatigue.

3. Use a mix of question types

It’s worth experimenting with different types of questions to see what your customers respond to the best and what gives the most insightful feedback.

For example, you can mix and match these for an effective feedback form:

  • Surveys and Likert scales (e.g. customer satisfaction survey, where you can create conditional logic and a flow of questions for your customers)
  • Multiple-choice questions
  • Open-ended questions

Choose the type of question that best suits your overall product feedback goals. Online surveys can easily adapt to many types of questions, and many tools come pre-built with effective customer feedback form templates you can explore.

Different surveys available in Featurebase

They also guarantee good response rates because they are based on many successful app feedback surveys and other form types. With the right tools, you’ll know how to organize customer feedback in different shapes and forms.

4. Make your questions clear, easy to understand, and unbiased

Garbage in, garbage out. Remember that potentially hundreds or thousands of customers are going to answer your product feedback forms. Think of each word carefully if you want good, honest feedback.

Negative feedback is not the worst that you can get from a basic feedback form. The worst outcome is feedback you cannot use.

First, make the questions clear and specific. Instead of How do you feel about our latest feature release?, ask On a scale from 1 to 5, how useful do you find the feature X when using our tool?

Second, avoid jargon that only your team can understand. For example, don’t askHow do you find the user experience of the new dashboard?. Instead, ask The new dashboard feels intuitive and easy to use”, and provide answers ranging from I fully disagree to I fully agree.

Last but not least, avoid leading questions. These are questions that from the start, persuade the respondent to look at the situation from a certain perspective. For example, you shouldn't ask Do you think our onboarding flow is great?”, and instead ask On a scale from 1-10, how useful do you find our onboarding flow?. A biased question does the opposite of helping and skews your results.

5. Have a logical flow of questions

To help customers provide the best feedback possible, arrange your questions in logical order. Go from broad to specific, and if necessary, narrow down each answer to get comprehensive insights that help with your business goals.

For example, you can ask about a customer’s opinion about customer service in general and use the following questions to ask about individual channels like phone or live chat. This stream of questions also helps you with analyzing the feedback customers provide.

Prioritizing feedback in Featurebase.
Prioritizing feedback with Featurebase

6. Personalize where possible

Nowadays, personalizing feedback forms is a matter of writing a few lines of code. For example, if you’re emailing your feedback form, simply address the recipient by their name. A simple CRM integration with your feedback form system should do the trick.

Similarly, if the customer is in your product, use the product feedback form widget to address them by name instead of a generalized opening question.

Personalization goes beyond dropping names, though. For example, you can segment your audiences and give more important questions to the customers with the highest lifetime value.

Featurebase's user segementing feature.
Create user groups like 'paying customers' to prioritize feedback better in Featurebase.

7. Make it visually appealing

No matter the channel you’re using to send out your product feedback form, it should look and feel great. The best way to ensure this is to use form builders with existing templates, color schemes, and most importantly, mobile-friendly interfaces.

Don’t forget about branding either. The form should have your logo somewhere and ideally be in your brand colors. While this won’t contribute to a deeper understanding of your product lifecycle or product-market fit, it will let the customers know that the feedback form is made by you and personalized for them.

7. Ensure anonymity and inspire confidence

Some customers may feel uncomfortable leaving feedback, especially if their name is attached to a negative comment.

If you want customers to speak their minds freely, give them the option of filling out anonymous feedback forms.

Anonymous feedback in Featurebase.
Let your users submit anonymous feedback, comments, and votes.

Alternatively, you can have names and emails attached to feedback entries, but explain why you are collecting them and what happens once they click on “submit”. 

This will remove the barrier and, hopefully, unearth more actionable insights as customers are free to discuss more sensitive and complex topics. But there are some alternatives, such as…

8. Provide incentives for giving user feedback

If customers don’t really reply to your feedback forms, you can offer them something in return for their time. 😉

A discount, unlocking some new features, getting exclusive access to a private community - you name it.

Beware of offering too many incentives too often, though. If customers only provide feedback because of the rewards, your results will be skewed and you won’t get the most relevant entries.

9. Follow up (with some customers)

Ideally, each user feedback form should have an automated response, thanking customers for their time in giving you valuable insights. However, you may want to go one step further...

Featurebase automatically sends personalized emails to customers whose suggestions you've started to implement. As the feature is built, they and other upvoters will automatically be updated on the progress. 👇

Featurebase's automated product update email to users.
Featurebase's automated product update email to users.

Another super effective method is in-app announcements about new feature releases. This can be done intuitively with Featurebase's embeddable popups.

When users log into your app or visit your website, they'll be met with a neat popup showing your cool new updates.

Featurebase's in-app changelog popup.
Automatic in-app popup with new updates that you've made.

This closes the feedback loop and ensures that customers know just how valuable their opinions are. It’s an elegant way to streamline your user feedback process no matter the types of customer feedback you collect.

Wrapping up

Mastering the art of product feedback forms is beneficial not just for the growth of your business. It also gives your customers a chance to share their thoughts about your product in a way that is easy, quick and convenient for them.

There are many moving elements to making the right kind of form, but with modern feedback tools, testing is a breeze.

Featurebase helps you collect, manage, and act on product feedback with neat in-app feedback forms, surveys, and voting boards. You can also create roadmaps, prioritize ideas by customer revenue, and much more.

The onboarding is amazingly quick, and it comes with a Free plan, so there's no downside to trying it.

Start collecting feature requests with Featurebase today for free →