Feedback Analytics

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As English feedback analytics (German feedback analysis ) the collection and analysis of visitor and customer feedback is referred to websites.

term

feedback analytics is used in English as a method for so-called Customer Feedback Management services (CFM) and has its origins in the USA. The term was largely coined by commercial providers of corresponding tools and is therefore often used in connection with these providers.

Although there are also increasing numbers of providers in German-speaking countries, the term feedback analytics is rarely used. The obvious German translation of feedback analysis is also rarely used.

aims

Modern tools for using feedback analytics make it possible to record the satisfaction of a visitor to a website and to provide useful information for the operator. Typical information relates to, for example:

  • Overall visitor satisfaction with the website
  • Assessment of the visitor to the content, design and operation of the website
  • Reporting of errors (e.g. due to incompatibilities with the web browser used )
  • Suggestions and ideas for improving the website
  • Visitor questions about the website

The aim now is to evaluate the feedback from visitors and, based on this information, to optimize the website accordingly. A typical optimization aims attention to the user-oriented design off to the site to be designed so that they have a high usability ( usability ) has.

Capture

A so-called feedback button is usually placed on the website to record the feedback. This button is usually located on the edge of a website and - after one click - opens a pop-up . The visitor to the website has the opportunity to submit feedback using the feedback form that is then visible.

evaluation

The evaluation and analysis of the feedback is usually carried out using web-based tools ( web applications ). Commercial providers in particular offer their tools as Software as a Service (SaaS for short).

Depending on the provider, there are many options for evaluating the feedback. In addition to basic statistics, some solutions offer in-depth analysis of the data.

use

Feedback analytics is often used by websites with a high level of user orientation. In particular, websites with economic interest (e.g. online shops ) use the feedback from visitors to optimize the user-friendliness of the website and to increase the satisfaction of visitors and customers.

privacy

In contrast to the use of tools for web analysis , there are no legal concerns when collecting and evaluating visitor and customer feedback. The Federal Data Protection Act only permits the collection and storage of personal data if this is explicitly permitted by a statutory provision or if the user has given clear and prior consent . By submitting the feedback, the visitor agrees to the collection and evaluation of the relevant data.