Analytics tells you that 60% of people leave the shipping page. It does not tell you that they left because there was no delivery estimate for Canada. A website feedback tool closes that gap: it gives visitors a way to tell you what went wrong while they are still on the page, and it tells you which page they were on.
The trouble is that "website feedback tool" covers four quite different products. A tool built for a designer collecting client comments on a staging site is a poor fit for a shop owner who wants to know why checkout feels slow. This guide explains the four types, what to check before you install anything, and then compares ten tools we checked on their own pricing pages on September 23, 2026.
The four kinds of website feedback tool
A feedback button for visitors. A small tab or button sits in a corner of the site. A visitor clicks it, picks a rating, writes a line and sends it. It suits sites that want a steady trickle of opinions from ordinary visitors.
On-page micro surveys. One to three questions that appear on a chosen page, after a chosen trigger: time on page, scroll depth, exit intent, a completed purchase. They ask everyone who matches the rule, so you get more answers than a passive button, at the cost of interrupting people. NPS and CSAT questions usually run this way.
Visual bug reporting. The person reporting draws on a screenshot, or records their screen, and the tool attaches the browser, the operating system, the screen size and often the console log. The report goes straight into Jira, Trello, Asana or a similar tracker. These tools are built for QA teams, agencies and clients reviewing a site before launch, not for the general public.
Heatmaps and session recordings. These do not ask anyone anything. They show where people clicked, how far they scrolled and where they gave up. Some vendors bundle a survey or feedback widget with them. Others, like Microsoft Clarity, only watch.
Plenty of teams end up with two: a free heatmap tool to see where people struggle and a feedback button or survey to hear why. That pairing is often cheaper than one tool that does both.
What to check before you choose
The free plan's real limit. Free plans are capped in different ways, and the cap decides whether the plan is useful. Some limit responses per month, some limit how many surveys can run at once, some let you collect freely but hide older feedback after a few days, and some have no free plan at all, only a trial. Read the limit against your traffic before you install.
Whether the page and device come with each answer. "The button does nothing" is useless without the URL. For bug reports you also want the browser and screen size. Every tool below records the page in some form, but the bug-reporting tools go much further on technical detail.
Targeting rules. Can you show the survey only on the checkout page, only to returning visitors, only after 30 seconds? Several vendors keep advanced targeting and even the always-visible feedback button for a higher plan, so check which plan the feature you need sits on.
How you read and export responses. Look for filtering by page and rating, some form of sentiment or topic grouping, and an export or integration that puts the data where your team already works.
Script weight and consent. Everything here loads JavaScript on your pages. A feedback button that does nothing until clicked is light. A session recorder that captures every visit does far more work, and Microsoft's own Clarity FAQ notes that in regions that require consent, full recording needs valid visitor consent. Open your browser's developer tools, reload the page with the tool installed and look at what it adds on the Network tab.
The ten tools at a glance
| Tool | Best for | Free plan | Paid from |
|---|---|---|---|
| Contentsquare Voice of Customer | Surveys and a feedback widget next to heatmaps | 100 responses a month | $99 a month |
| Userback | Visual feedback from users and testers | 2 seats, feedback viewable for 7 days | $29 a month, billed yearly |
| Usersnap | Product teams mixing screen capture and surveys | Trial only | $49 a month, billed yearly |
| Shapo | Small businesses that also show testimonials | 1 survey, first 10 responses readable | $29 a month |
| Qualaroo | Targeted on-page questions | 50 responses, 10,000 pageviews | $49.99 a month, billed yearly, for the feedback button |
| Survicate | Surveys across web, app and email | 10-day trial, 25 responses | $114 a month, billed yearly |
| Marker.io | Bug reports into an issue tracker | 15-day trial | $39 a month, billed yearly |
| Feedbucket | Agencies collecting client feedback | 14-day trial | $39 a month, billed yearly |
| Mopinion | Larger companies with several sites and apps | 14-day trial | EUR 279 a month |
| Microsoft Clarity | Free heatmaps and recordings, no surveys | Free, no traffic limit | No paid plan |
Prices and limits checked on September 23, 2026 on each vendor's pricing page: Contentsquare, Userback, Usersnap, Shapo, Qualaroo, Survicate, Marker.io, Feedbucket, Mopinion and the Clarity FAQ. Vendors change plans often, so check before you buy.
The tools in detail
1.Contentsquare Voice of Customer (formerly Hotjar)
Best for surveys and feedback next to heatmaps- Free plan:
- 100 responses a month, 3 surveys or widgets at a time
- Paid from:
- $99 a month for 500 responses
Hotjar is now part of Contentsquare, and hotjar.com/pricing redirects to Contentsquare's pricing page. Voice of Customer covers surveys and feedback widgets: the free plan gives you up to 100 responses a month and three surveys or widgets live at a time. Growth starts at $99 a month for 500 responses, with 20% off if you pay yearly, and adds advanced targeting and automatic sentiment and topic tagging. Experience Analytics, the heatmap and replay side, has its own free plan of 200,000 sessions a month. If you want feedback and behaviour data from one vendor with one login, this is the obvious pick. If you only need the feedback part, the jump from free to $99 is steep. We compare the two directly on our Hotjar alternative page.
- Surveys and feedback widgets in one product
- Free heatmaps and replays in a separate product
- Advanced targeting and AI survey analysis on Growth
2.Userback
Best for visual feedback from users and testers- Free plan:
- 2 seats, 2 projects, feedback viewable for 7 days
- Paid from:
- $29 a month billed yearly, $39 monthly
Userback sits between a visitor feedback button and a bug tracker. People mark up a screenshot or record a video, and the report arrives with the browser, system and location. The free plan keeps unlimited feedback items, but Userback's pricing FAQ says you can only view feedback for 7 days before it locks until you upgrade. Team costs $29 a month billed yearly for 5 seats. Surveys, session replay and console logs come with Business at $79 a month billed yearly. Choose it when most of your feedback is "this looks wrong here" and you want a picture of it.
- Annotated screenshots and video on every plan
- Browser, system and location captured with each report
- Session replay, console logs and surveys from Business
3.Usersnap
Best for product teams mixing screen capture and surveys- Free plan:
- Trial with Premium features, ends after 20 feedback items
- Paid from:
- $49 a month billed yearly, $59 monthly
Usersnap puts a screen-capture feedback widget and micro surveys on one plan. The URL, location, browser and screen size come with each submission, and the Starter plan connects to Slack, Jira, Linear, Zendesk and more. There is no free plan. The trial gives you Premium features and ends once you have collected 20 feedback items. Starter is $49 a month billed yearly and allows 5 widgets or surveys live at once and 5 seats. Error console logs and behavioural targeting sit on Professional, at $189 a month billed yearly. It is a good fit for a software team that wants bug reports and product research in one inbox.
- Screenshots, screen and voice recording
- URL, browser and screen size captured automatically
- Micro surveys and feedback widgets on the same plan
4.Shapo
Best for small businesses that also show testimonials- Free plan:
- 1 survey, keeps collecting, first 10 responses readable
- Paid from:
- $29 a month, or $290 a year
Shapo is our product, so read this with that in mind. The feedback widget is a corner button that opens a short survey: an emoji or star scale from 1 to 5 and a comment. You can switch the same button to an NPS survey, or to an AI survey that holds a short conversation towards a goal you set. NPS and feedback surveys can add an AI follow-up question about the answer. Every response stores the page it came from, a sentiment and a summary. The survey can also sit inline on a page, at a plain link, or go out by email campaign. It runs on the same one-line snippet as Shapo's testimonial widgets, so a site already showing reviews has nothing new to install. The free plan has one survey that keeps collecting every response and shows you the first 10. Pro at $29 a month makes every response readable and adds AI insights and reports. Shapo does not capture screenshots, bug reports, heatmaps or session recordings. For those, pair it with Clarity or pick another tool here.
- Feedback button with an emoji or star scale and a comment
- NPS and AI surveys from the same button
- Same snippet as Shapo testimonial widgets
Responses
All sentiments- 🙁
No delivery estimate for Canada, so I left.
/checkout/shippingnegative4 min ago - 😍
Size guide was right where I needed it.
/products/trail-runnerpositive22 min ago - 😐
Took three tries to apply the discount code.
/cartneutral1 h ago
5.Qualaroo
Best for targeted on-page questions- Free plan:
- 50 responses, 500 email sends, 10,000 pageviews
- Paid from:
- $49.99 a month billed yearly (Business)
Qualaroo is built around what it calls Nudges: small surveys placed anywhere on screen and shown to the visitors your rules pick. The free plan includes 50 responses, 10,000 pageviews and advanced targeting, which is enough to test a question on one page. The always-visible feedback button and sidebar form are listed with Business, at $49.99 a month billed yearly ($599.88 a year), along with heatmaps, session replay and 100,000 pageviews a month. The cheaper Essentials plan, at $19.99 a month billed yearly, lists forms and email sends rather than on-site Nudges. Pick Qualaroo when the question matters more than the button, and you want tight control over who sees it.
- Targeting by identity, behaviour, cookies and location
- Feedback button and sidebar form on Business
- Heatmaps and session replay on Business
6.Survicate
Best for surveys across web, app and email- Free plan:
- No free plan, 10-day trial with up to 25 responses
- Paid from:
- $114 a month billed yearly (Growth)
Survicate is a survey platform first. The same account runs website pop-ups, in-app surveys and email surveys, with URL conditions, time-on-page and exit-intent triggers. There is no permanent free plan, only a 10-day trial capped at 25 responses. Growth starts at $114 a month billed yearly with 250 responses a month and 2 active surveys, but Survicate's comparison table does not include the feedback button on Growth. That comes with Pro, from $349 a month, along with event and behaviour targeting. It suits a team running research across several channels. For a feedback button alone, it costs more than most.
- Website pop-ups, embedded and exit-intent surveys
- URL, time-on-page and exit-intent triggers
- Feedback button and event targeting from Pro
7.Marker.io
Best for bug reports into an issue tracker- Free plan:
- No free plan, 15-day trial
- Paid from:
- $39 a month billed yearly, $59 monthly
Marker.io is a reporting tool for the people building and testing a site, not its visitors. A reporter annotates a screenshot, and the issue lands in your tracker with environment details attached. Starter is $39 a month billed yearly for 3 users, 10 projects and 5,000 page views a month, with integrations such as Trello, Asana, ClickUp, GitHub and Linear. Jira, session replay, console logs and network requests come with Team at $149 a month billed yearly. If your developers live in Jira, it does that job well. It is not built for asking customers how their visit went.
- Screenshots, annotations and environment details
- Trello, Asana, GitHub, Linear and more on Starter
- Jira, session replay and console logs from Team
8.Feedbucket
Best for agencies collecting client feedback- Free plan:
- No free plan, 14-day trial
- Paid from:
- $39 a month billed yearly, $49 monthly
Feedbucket is made for web design agencies. You add it to a staging site, and clients click anywhere on the page to comment, annotate or record their screen, with no sign-up and no browser extension. Each report carries the browser, OS, URL and screen resolution, and goes to tools such as Asana, Jira, ClickUp, Trello, Basecamp or Monday. Pro is $39 a month billed yearly for 2 team members with unlimited projects. Console logs, custom branding and data export come with Business at $72 a month billed yearly. If your feedback comes from clients during a build, this is the most direct tool here.
- Clients comment with nothing to install and no account
- Browser, OS, URL and screen resolution on each report
- Unlimited projects and client reporters on every plan
9.Mopinion
Best for larger companies with several sites and apps- Free plan:
- No free plan, 14-day trial
- Paid from:
- From EUR 279 a month
Mopinion collects feedback across websites, mobile apps and email, and puts its effort into the analysis: AI summaries, automatic tagging and real-time alerts. Forms can appear on specific events or behaviour. Standard starts from EUR 279 a month and covers 1 domain with 500,000 monthly pageviews, with unlimited users on every plan. There is a 14-day trial and no free plan. It fits a CX team handling thousands of comments a month, and is more than a small site needs.
- Feedback forms for websites, apps and email
- Behavioural triggers for when forms appear
- AI text analytics and automatic tagging, unlimited users
10.Microsoft Clarity
Best for free heatmaps and session recordings- Free plan:
- Free forever, no traffic limits
- Paid from:
- No paid plan
Clarity is here because people often reach for it when they want feedback. It records sessions and draws heatmaps, with AI summaries of what it sees. Microsoft's FAQ says it is free forever, with no traffic limits and no sampling. It has no survey or feedback widget of its own, so it cannot ask anyone anything. Paired with a feedback button or a micro survey, it answers the question the button raises: once a visitor says checkout is confusing, a recording of that page shows you where.
- Session recordings and heatmaps
- No sampling and no traffic cap
- No built-in surveys or feedback button
Which one fits your site
If you run a shop, a service business or a content site and want to hear from ordinary visitors, start with a feedback button and a free heatmap tool. Contentsquare's two free plans cover both from one vendor. Shapo covers the button and on-page surveys, and makes sense if you already use it, or plan to, for testimonials. Qualaroo is the pick if you care most about targeting the question precisely.
If you build software and your feedback is mostly bugs, look at Userback, Usersnap and Marker.io. Userback has the most usable free plan of the three, Usersnap adds surveys to the same widget, and Marker.io fits teams that work in Jira.
If you are an agency collecting comments from clients before launch, Feedbucket is built for exactly that.
If you are a larger company running research across web, app and email, Survicate and Mopinion are made for that volume, and priced for it.
Whichever you choose, the tool is the easy part. Put the button where people get stuck, read what comes in every week, and fix whatever appears most often. If the question you want to ask is whether customers would recommend you, our guides to collecting NPS on your website and to the best NPS software go further.