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Combining Website Feedback with Google Analytics



Google Analytics is a powerful tool for tracking and analyzing website traffic, one thing it lacks is the capability to provide insights into the subjective "why" behind user behavior. It can tell you what actions users take on your website, but it doesn't explain the motivations or sentiments driving those actions. This is where a feedback button with a pop-up website feedback survey can play a crucial role in uncovering the qualitative aspects of user experiences. At IC Customer Experience Platform we provide an affordable solution with our custom website feedback survey software. Here's why when combined with Google Analytics it can be a powerful tool:


Subjective Insights:

  • Google Analytics provides quantitative data, such as page views and click-through rates, but it doesn't capture the subjective experiences and opinions of users. A feedback button allows users to express their thoughts, feelings, and preferences in their own words.

User Intent and Motivations:

  • Understanding why users engage with specific content or take certain actions is vital for refining your website. A feedback survey can ask open-ended questions that delve into user motivations, helping you grasp the reasons behind their behaviors.

Identifying Pain Points:

  • Google Analytics can highlight areas of high or low engagement, but it may not pinpoint the specific issues causing frustration or satisfaction. A feedback survey enables users to articulate their challenges and provide suggestions, helping you identify and address pain points.

User Satisfaction and Dissatisfaction:

  • Metrics like bounce rate and time on page in Google Analytics can indicate user engagement levels, but they don't reveal whether users are satisfied or dissatisfied. Feedback surveys allow users to express their satisfaction or dissatisfaction directly, offering valuable insights into their overall experience.

Gathering Feature Requests:

  • Users may have specific features or functionalities in mind that could enhance their experience on your website. A feedback survey can act as a suggestion box, providing a platform for users to propose ideas and improvements.

User Sentiments and Emotions:

  • Google Analytics doesn't capture the emotional aspects of user interactions. A feedback survey can include questions that probe into user sentiments, helping you understand the emotional journey users undergo while navigating your website.

Iterative Improvement:

  • Feedback surveys enable an iterative approach to website improvement. By consistently collecting user feedback, you can implement changes based on user suggestions, continually enhancing the user experience.

Contextual Feedback:

  • Google Analytics lacks the context behind user actions. A feedback survey can be triggered at specific touchpoints or events on your website, allowing you to gather feedback in context and understand user perceptions during critical moments.


While Google Analytics provides valuable quantitative data for understanding user behavior and optimizing website performance, it falls short in explaining the qualitative aspects and motivations behind that behavior. A feedback button with a pop-up website feedback survey serves as a complementary tool, offering a direct line of communication with users and uncovering the "why" behind their actions, sentiments, and preferences. This combination of quantitative and qualitative insights can inform a more holistic and effective website optimization strategy. With IC Customer Experience Platform you can also set notifications on the pop-up survey so that when a rating below a certain designated rank can cause a trigger so that all senior staff members can see what feedback was given.


If you would like to find out how IC Customer Experience Platform can help you please feel free to contact us.

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