Website Feedback Form as The Main Tool for Effective Lead Generation

Oleksandr Kruglyak
Head of Dev Department at TRIARE
12 min read
Website Feedback Form As The Main Tool For Effective Lead Generation

Learn more about the impact of the website feedback form in lead generation.

What is a feedback form on the website?

Today’s shoppers rely on websites more than ever before before making choices. It’s no surprise because websites are the biggest source of contact with customers and a powerful tool for lead generation. 

The website plays a huge role in how customers perceive your brand and how deeply they connect with you. Of course, many elements go into making a good website, and one of the most vital ones for lead generation is the customer feedback form.

Customers typically have to look through websites to find ways to get in touch. The old way was for businesses to put their contact information at the bottom or on a different page. But it takes work to find you and get in touch with you by mail or phone. By putting in a feedback form, you can make this process run itself.

A feedback form makes it easier for businesses to talk to clients. This is where the user will put in the details. Once they click on the “send” or “submit” option, you get the message. No one wants to spend time writing emails by hand. There should be a faster and better way to get in touch with your help team. Having a feedback form on the site is the best option.

What are the main functions of business feedback forms?

Putting even a simple feedback form on your website is extremely helpful. This part will talk about how a proper feedback form can help your business in different areas, such as lead generation. Let’s get down to the details!

Security against spamming

Unprotected websites are easy targets for spam and hackers. If you have a feedback form on your site, it’s less likely that you’ll get spammed. In this way, you can be certain that your website is safe and sound. People can contact you through your website by emailing or calling you with zero hassle.

A better brand image

Your website will seem more credible to visitors if you have a feedback form for them to use. Phone and email addresses on a “contact us” tab don’t have the same impact. That’s why it’s a good idea to include some kind of feedback form on your site, even if it’s just a simple one. It shows site visitors that you care enough about their experience to have a simple and efficient way to contact you.

Easy connection with customers

Your social media accounts are a direct line of communication with your current and potential consumers. Not all consumers, however, are heavy social media users. So, how will this category of customers get in touch with you whenever they want? These scenarios are perfect for using feedback forms.

How convenient is your feedback form?

Business feedback forms

How can the feedback form influence the results of a marketing department?

There are other ways you can design feedback forms in a way to get the most out of your marketing campaigns. Here are four simple benefits of using feedback forms in marketing:

Boosting lead generation rates

You need an email list to stay in touch with your customers in an online or brick-and-mortar store. You can quickly collect this data by using feedback forms. When people contact you via your website, their email addresses will be collected and added to your mailing list immediately.

If you have an email list, you can send out a newsletter whenever you choose. You already have a list of people you can send emails to at any time. Depending on how you set up your feedback form, you may also be able to gather more data that can help you in sending targeted messages that will eventually boost leads and sales.

Monitor leads

One way to organize the questions and comments you get is via a feedback form. It lets you centralize your leads and their associated data. It is possible to monitor the success of your lead generation plan and make sure no leads are lost by consolidating and organizing all data in one place.

Boosting newsletter campaigns

One strategy for conversion is when a visitor decides to sign up for your website’s newsletter. You may use subscriber feedback forms for both free and paid subscribers. The layout and appearance of the form can encourage them to pay for the premium material.

Feedback form

What are the risks of a bad feedback form for a business website?

So, now, you understand how a proper feedback form can create a comfortable user experience while also helping you collect vital data about your target audience and use them to generate more leads. Of course, with a poor form design, you will not get any of these benefits and may run into some troubles, such as:

Poor brand reputation

You can’t imagine how difficult it is to polish a feedback form if you’ve never been on the developing side. If you ask any reputable marketer, they will tell you that your site’s aesthetics are crucial to keeping visitors.

The truth is that many forms are thrown on the page without much thought, making it hard for people to read them.

They typically do not fit well with the rest of the site’s design, making the brand seem amateur and scaring customers away.

Higher abandon rate

People in the modern digital world care most about two things. Value and simplicity. It’s crucial to keep feedback forms short and sweet since long ones can be a huge turn-off for website users who have come this far.

Zero urgency

Another big problem with bad feedback forms is that they don’t make you feel like you need to take some action right now. Once a visitor interacts with your form, the choice to convert is entirely up to them. A sloppy feedback form lacks any kind of engagement and creates no sense of urgency to make a purchase right away. In other words, people who visit your site can give up on the conversion journey very quickly.

bad feedback form

Why is it important to Optimize Feedback Forms?

Designing a user-friendly feedback form is a critical success factor for many websites looking to attract new customers. It’s easy to miss a poor feedback form. Having a well-designed feedback form helps increase traffic and leads. Besides avoiding the risks above, there are several fundamental reasons for optimizing your feedback form:

It’s a great way to screen leads 

You can choose which fields are essential and which ones are optional on a feedback form. This means that you already have filters that can separate qualified leads from the rest.

It’s more user-friendly.

Most of the time, visitors’ browsers can automatically fill out feedback forms, which makes them even easier and faster to use. It’s easy, it’s direct, and it works better than switching to email, writing something, sending it, and then returning to your site.

Competitive advantage

There’s a lot of competition in the market, and all of them are using every tool at their disposal to capture a bigger share and turn more leads into customers. This means better marketing, better app design, and better website design (including a customer feedback form). So, if you don’t act fast, someone else will swoop in and steal your leads.

What should you think about before making changes to your website feedback form?

So, now you know that you need to optimize your customer feedback form to boost lead generation and conversion. But, you can’t dive head-first and design the feedback form elements without considering a few key factors. Here they are:

Target audience

Create separate forms for different users. Make sure your pre-sale form is separate from your support form This would let you add appropriate additional content to each one, which would work much better than general text that says nothing. Customers in the research phase are more likely to fill out a form tailored to their needs if the rest of the page’s design suggests that they are on the right track.

Form design

The form should be as easy to use as possible so that the person who fills it out can ask a clear question. People may get annoyed by feedback forms that are too hard to use, which could cause them to leave your website and never come back.


Many websites have a different page with contact details, which usually includes a feedback form. But if you do decide to put it on the homepage, make sure it stands out and can be easily spotted.

Optimize Feedback Forms

What are the methods for optimizing feedback forms?

Adding feedback forms to your website is a good idea. But not all forms boost conversion. Following these tips will help you make a feedback form that gets a lot of responses, turns visitors into leads, and makes customers happier.

Incorporating the brand

If you want people to fill out your forms, you need an excellent feedback form style. Using your brand’s colors, fonts, and images on your feedback form will make it look better and fit in better with other parts of your website. Incorporating your brand in the feedback form is a great way to gain trust. It shows that you care about making a good impression and that you pay attention to the little things.

Using multi-step forms

Divide the form into parts if you want to get more details. People find it easier to fill out feedback forms with more than one step, which means you’ll get more form submissions and leads for your company. Also, even if some people leave later, you still have the names and emails you need from the initial stage.

Using Auto-Fill

If you have any information about the user’s prior behavior on your site, you may utilize auto-fill to fill in some of the forms automatically. Email, phone, address, and name are all examples of fields that you can autofill. It makes communication much easier and it’ll encourage so many of your current customers to use the feedback form.

Website feedback form

TRIARE’s step-by-step guide on how to optimize the feedback form

Multi-step forms, autofill, and proper branding are three general strategies that you can apply to most if not all, feedback forms. But, if you want to go deep and revamp your feedback form into a powerful lead generator, there’s more to do.

Here’s a step-by-step roadmap:

Make it simple

For starters, your customer feedback form needs to be simple and clear. There shouldn’t be numerous open-ended questions or fields that are hard to understand. To make your feedback form better, all you have to do is drop any questions that aren’t needed. They are only making things harder, so focus only on gathering vital data. You can go online and look at some feedback form templates to get some ideas. 

Make it responsive

54% of all internet traffic in the world comes from mobile devices. This means your feedback form needs to work well on phones. This is easy to do; just follow these steps.

First, check to see whether the text is readable on both a computer and a mobile device. Also, make sure it’s dynamic, which means it can change to fit different screen sizes. This will make it easy for people to fill out the form on their phones.

Make it Noticeable 

You should make sure that people who visit your website can see and use the website feedback form. Putting your form somewhere that is easy for people to see will make it simpler for them to find it. You could also use a feedback form that floats above the page. By placing it in a visible place, people will know that they can get in touch, which increases chances of connecting with you.

Work on the CTA

It’s the call-to-action (CTA) button that makes your feedback form boost conversion. It’s a button that people click to send the form. It’s important that your call to action button stands out and is simple to find.

You don’t have to use a basic word such as “Submit” as CTA. You could use a catchy CTA, like “Get for Free” or “Subscribe for Free,” so they know that they’re getting something for free.

Don’t use intrusive Pop-ups

Users should have a simple, obvious way to remove the pop-up if they don’t want to interact with it. Avoid using pop-ups that are too aggressive or have a close button that is hard to find. People hate wrestling with the intrusive pop-up, and they may resent you as a result.

Test & Adjust

You want to optimize your feedback form, but you have no idea how to do it. A/B testing is a technique for determining which version is more successful. The objective is to figure out what triggers sales using data-driven analytics.

It is easy to design two distinct feedback forms and compare their lead generation rates. The next step is to evaluate the efficacy of various forms, content, designs, CTAs, and design elements.

What points should you definitely check on your feedback form?

Optimizing feedback forms


So, there you have it. Now, you realize the power of the customer feedback form in boosting lead generation. You also have an action plan to get the best out of your existing form. Of course, you may still run into many troubles along the way because optimizing any part of your website needs expertise, infrastructure, and resources. 

Instead of going through endless trial and error, you can simply hire a reliable team like TRIARE that knows how to design feedback forms for maximum conversion. Don’t hesitate and contact us right now. 

Oleksandr Kruglyak
Head of Dev Department at TRIARE