A customer feedback tool for your product and site
Ask your customers what they think — feedback, polls, NPS, or a form — right where they are, and turn every answer into something you can act on.
What a customer feedback tool actually does
A customer feedback tool is how you find out what people think about your product without guessing from analytics — you ask them directly and keep the answers somewhere you can act on. The point isn't to collect opinions for their own sake. It's to close the loop: collect what customers tell you, watch the trend in one place, and change something because of it. Most "voice of customer" platforms make that loop heavy — surveys to design, panels to recruit, dashboards to learn. widgetful keeps it light. You ask in context with a small embedded widget, the response streams into a dashboard, and you watch how it moves over time.
This page takes the broad, customer-centric view: feedback across your whole relationship with someone, from their first visit through onboarding, support, and renewal. If what you actually want is on-page reactions to specific marketing pages — "is this landing page working?" — that's the more site-focused job covered by our website feedback tool. The two overlap, but the framing here is the customer over time, not a single page in isolation.
Feedback follows the customer lifecycle
A customer isn't one moment; they move through stages, and each stage answers a different question. Firing one generic survey at everyone flattens all of that into noise. Map the question to where the person actually is:
- First visit. Before anyone signs up, a single yes/no or a quick poll tells you whether the promise landed — "Did this page answer your question?" or "What almost stopped you from signing up?" You catch the objection while the visitor is still on the fence, not after they've bounced.
- Onboarding. Drop a feedback widget at the end of your setup flow — "Did you get set up okay?" — so you catch friction while a new user is still in the building, not three churned weeks later. Onboarding is where most of the silent drop-off happens, and where a one-question prompt earns its keep.
- Active use & support. A "Was this helpful?" prompt at the bottom of every doc and help article, plus a hosted contact form anywhere you'd otherwise write "email us," turns scattered grumbling into stored, sortable signal. The per-page breakdown then ranks which articles are failing readers.
- Loyalty & renewal. A standing NPS widget in the account or settings area gives you a steady loyalty trendline from the people who stuck around — the early-warning system for renewals. A slipping score weeks before a contract date is a save you can still make.
Because install is a single tag, you place the right question at each stage instead of asking one survey to cover a whole relationship it can't see. For more end-to-end patterns, see our use cases.
Match the question type to the stage
widgetful gives you four question shapes, each pointed at a different kind of answer. The skill is picking the one that fits the lifecycle moment:
- Satisfaction → feedback. A quick yes/no like "Was this helpful?" with an optional free-text comment. Best for a fast read on whether one specific thing worked — a doc, an onboarding step, a fix. See the feedback widget.
- Loyalty → NPS. The 0–10 "how likely are you to recommend us?" question, scored as % promoters minus % detractors and tracked over time, with a 0–10 histogram and an optional follow-up you can limit to detractors. Best for the overall relationship, not a single moment. See the NPS survey tool.
- Preference → poll. A multiple-choice question (2–10 options) with a live breakdown, for when you need customers to choose rather than comment — which feature next, which plan name, which renewal incentive. See the poll widget.
- Direct contact → contact form. A hosted form for open-ended messages, bug reports, or "talk to us" requests. Every submission is durably stored, emailed to your workspace, and exportable. See the contact form widget.
Every plan includes the full catalog, so you mix these freely — an NPS widget in the app, a feedback prompt in your docs, a poll on the roadmap page — without paying per widget type.
How it works
You create a widget in the dashboard, then paste one script tag just before </body>. That's the whole install — no build step, no server, no plugin:
<script src="https://cdn.widgetful.com/w.js" data-key="pub_yourkey" defer></script>
The embed is tiny vanilla JavaScript, loaded with defer and served from the edge at cdn.widgetful.com, so it doesn't slow your pages down. It works on anything — plain HTML, Rails, Next.js, WordPress, Shopify, static sites — because it's just one tag. A non-developer can usually do it: open your site's footer template or theme settings, paste, save. If you'd rather not touch code at all, a coding agent (Claude Code, Codex, and friends) can do the entire setup through our API and verify the install for you, using the machine-readable docs at /install.md and /llms.txt. The full walkthrough lives in the docs.
In-context beats the email blast
The biggest lever on feedback quality is when you ask. An email survey reaches people after they've left, when the experience is cold and the reply rate is low. An in-context widget asks at the moment that matters — right after someone finishes onboarding, reads a doc, or completes a renewal — so the answer is specific and fresh. widgetful is built for that model: the widget lives on the exact page where the experience happened, and the dashboard records which page each response came from, so a vague "it was confusing" becomes "it was confusing on the billing setup step."
That doesn't mean email is useless — a periodic relationship NPS over email has its place. But for the day-to-day signal that actually changes your product, asking in the flow wins, and that's where a one-snippet tool has the edge.
Closing the loop: collect, see the trend, change something
Collecting answers is the easy half; the value is in what happens next. The loop only closes when feedback turns into a decision, and that takes three moves the dashboard is built around.
Collect in context, at the right stage. See the trend, not the last reply: widgetful rolls every response into totals, breakdowns, and trends over time, plus the source page for each one. NPS gets its score charted over time alongside the 0–10 histogram and the promoter/detractor comments. Polls show a breakdown across options, with server-minted, stable option ids — so renaming "Cheaper" to "Lower price" never corrupts your existing vote history. The live tally (poll results right after someone votes) updates instantly, while aggregates roll up behind the scenes. Change something, then route the evidence to wherever your team works: export any widget's responses to CSV at any time on every plan, and on paid plans send submissions onward in real time with webhooks & integrations — into a Slack channel, a warehouse, a help desk, or your own scripts. The loop is closed when a sliding onboarding score this month becomes a shipped fix next month — and, ideally, a note back to the customer who flagged it.
How to get feedback worth acting on
- Ask one question at a time. A single in-context prompt outperforms a ten-question form. Use the type that matches the stage and stop there.
- Ask at the moment, not later. Place the widget on the page where the experience happens so answers are specific and timely.
- Use the free-text comment. The yes/no or 0–10 tells you what; the optional comment tells you why. For NPS, consider asking detractors for the follow-up.
- Watch the trend, not the last reply. One angry comment isn't a signal; a score sliding for three weeks is. That's what the over-time charts are for.
- Segment by stage and page. Use the source-page breakdown to find where in the lifecycle satisfaction drops instead of treating the product as one blob.
- Actually close the loop. Route comments to the team via CSV or a webhook, fix something, and tell the customer you did.
What you get
- The full catalog on every plan — feedback, poll, NPS, contact form, and email capture — so no tier blocks you from asking a question at any stage.
- A dashboard with totals, breakdowns, trends over time, and the source page per response; CSV export everywhere; webhooks on paid plans.
- A cookieless embed that does no cross-site tracking — a real consent and privacy win, and one less banner to argue about.
- Edge ingestion on Cloudflare Workers that stays fast and cheap at any volume, with an origin allowlist, rate limiting, and a honeypot on forms instead of secret keys.
- An honest pricing model: you pay for scale, history, and polish, not for features. The free tier is $0 forever. See pricing.
FAQ
What's the difference between this and a website feedback tool?
Same widgets, different framing. This page is about understanding the customer across their whole journey — first visit, onboarding, support, loyalty, renewal — and watching how that relationship trends over time. The website feedback tool angle is narrower: reactions to specific pages on your marketing site. If you want relationship health you can act on across stages, you're in the right place.
Where in the customer journey should I put my first widget?
Start where you're losing people quietly. For most products that's onboarding — a "Did you get set up okay?" feedback widget at the end of setup catches friction before it becomes churn. Once that's running, add a "Was this helpful?" prompt in your docs and a standing NPS widget in the account area to cover support and loyalty. They're all included, so you can layer them as you go.
Which question type should I start with?
Start with the goal. Quick "did this work?" reads call for the feedback widget; measuring loyalty over time calls for NPS; making customers choose between options calls for a poll; open-ended messages call for the contact form. You can run more than one at once.
How does this actually help with renewals and churn?
A relationship NPS widget gives you a loyalty trendline from active customers, charted over time. When a segment's score starts sliding — or detractors leave a comment in the follow-up — you see it weeks before a renewal date instead of after a cancellation. That lead time is the difference between a save and a post-mortem. Route those comments to your team via webhook and you can intervene while it still matters.
Do I need a developer to install it?
Usually not. It's one script tag pasted before </body>, which most site builders and CMS themes let you add without code. And if you'd rather automate it, a coding agent can create the account, build the widget, and verify the install through our API.
Can I get the data out?
Yes. Every plan can export any widget's responses to CSV at any time, and paid plans add webhooks so submissions flow into Slack, a warehouse, a help desk, or your own tooling in real time.
Does it track or cookie my customers?
No. The embed is cookieless and does no cross-site tracking, which is a genuine consent and privacy advantage over heavier analytics-style tools. The public embed key is write-only; we rely on an origin allowlist and rate limiting rather than secrecy.
Is there really a free plan?
Yes — $0 forever, no card: 1,000 responses a month, 90 days of history, up to two widgets or forms, with a small "powered by widgetful" badge. Upgrading lifts the limits, unlocks unlimited history, removes the badge, and adds webhooks; the details are on pricing. The fastest way to see it is to start free and put one widget on a page today.
Try it on your site
Create a widget, paste one snippet, and watch responses roll in. The free plan is genuinely free — 1,000 responses a month, no card, live in about a minute.