A web site feedback tool is a way to get input from users about what they found useful about a site and feedback on how it can be improved. It provides insights from users about their customer journey to see what was effective and what prevented them from becoming paying customers. These tools include surveys on site pages, widgets that enable users to provide instant feedback and feedback forms which make it easy to gather data that is valuable because it comes directly from customers that have used the site.
Web site feedback tools are not the same as analytic tools; the latter provide quantitative data about where and how users interact with a site but not about their experience or opinions about what can be improved. Feedback tools, in contrast, offer qualitative (or subjective) data that helps to identify the reasons users behaved in a particular way based on their impressions of a site.