There are many survey tools out there, but selecting one that works for you can be quite a time-consuming challenge. Some tools specialize in specific channels, like email surveys or feedback button pop-ups, when others combine these with other channels as website surveys, link surveys, SMS and surveys for use in native iOS and Android apps.
For many companies their website is the main or only channel for receiving user feedback. That's why in this article we focus on website survey tools that provide targeted website surveys as part of their offering. We have collected the best website survey tools of 2026 and highlight the pros and cons of each.
A website survey tool allows you to survey your website visitors in your own website. It allows you to configure in detail at what time and to whom a survey is shown, for example at exit intent, the click of a feedback button, or when any other set of conditions is met. This is what we mean by “targeting”. A website survey can be shown as a slide-in or pop-up widget, inline embedded and shown when scrolled into view, of even full screen over the web page.
Often a website survey provides a quick in-the-moment in-app interaction with the visitor, asking only a few questions (a so-called microsurvey). For example to retrieve and analyze-in-time aggregated customer satisfaction scores like Net Promoter Score, CSAT and Customer Effort Score. But a good website survey tool won’t limit you to only these question types and allows you to create surveys of any complexity and for any usage.
Some main uses of website surveys are:
It must be simple to create a website survey and publish it on your website. Any changes should be applied without reinstalling code on your website.
For generic use you want at least to ask closed questions in the form of (radio) buttons, checkboxes, Net Promoter Score, smiley scale, stars and number ratings, and open questions in the form of freeform text.
A trigger determines at what time a survey must be shown. Common triggers are time after page load, scroll percentage, session time, button click and exit intent, which should also work on mobile devices. Besides the main trigger you need advanced targeting options to further configure to whom and at what time a survey can be shown, like on which page, how often, and to which users. For custom targeting you should be able to target your surveys on custom properties and cookies.
Of course you want the survey widget to match your website, so there need to be ample options for configuring colors, fonts, text sizes and other UI parts.
For most non-trivial surveys it is essential to have the ability to show questions or survey pages only when certain conditions are, like a certain answer to one or more previous questions.
Collecting survey responses is one thing, but of course you’ll need powerful reporting dashboards to provide you with aggregated results and graphs that will lead to actionable insights.
You’ll want to make sure that the website survey tool that you choose integrates well with other tools that you use,
like Google Analytics,
Google Sheets, Intercom,
Slack,
FullStory, and any others. If there isn’t a direct integration, check if there is an integration possible
through an intermediate tool like Zapier.
And of course the tool should have a good reporting API
and - if you need it - a webhooks integration.
There are tools that boast their many integrations, but it is important to keep in mind that you don’t want to pay for all kinds of features and integrations that you don’t need and are never going to use.
While most of your surveys will probably be shown in your own website, for some use cases you may want to send out a survey by email or other means. It would be nice if your website survey tool also offers these kinds of link surveys and email surveys.
Most survey tools base their plans partly on the number of survey responses that you receive per month. Some tools allow ‘unlimited’ responses, but limit the number of monthly active users or survey views. Mostly these latter solutions turn out to be more expensive, because such metrics of course also limit the number of responses, which will be dependent on the response rates of your surveys.
So let’s dive in!
One important note before we start: survey software changes quickly. Features, packaging and pricing are updated regularly, especially for enterprise tools. The summaries below reflect how these products are generally positioned in 2026 for website and in-app survey use cases, but you should always verify the latest details on each vendor’s site.
Informizely remains the best all-around website survey tool in 2026 for companies that want powerful targeting without giving up ease of use.
What stands out is its ease of use, while not limiting more experienced users.
The advanced survey builder provides sensible defaults so that you can have a survey running on your website in minutes,
while also allowing to use advanced configuration and customization options.
Different from most of comparable solutions, an Informizely survey can show multiple (possibly dynamically hidden) questions on one survey page,
and also allows you to add extra UI components like links, buttons, images and extra text.
It offers the broad feature set that most teams need in 2026: website surveys, microsurveys, feedback buttons, embedded surveys, link surveys and email surveys. Informizely also stands out for advanced targeting, including page rules, user attributes, cookies, JavaScript and API-based targeting, plus triggers such as scroll depth, time on page, button click and mobile exit intent.
Informizely’s reporting is one of the best in the industry. It supports easy click-filtering to quickly drill down to related answers, text analyzing with interactive word clouds and provides advanced charts for analyzing scores, counts, percentages and rolling averages. There are statistical reports with historical daily data about survey views, responses, abandoned surveys and response rates, per survey, site or account-wide. Custom live reports can be distributed by public link.
It also has one of the most customizable widgets in this category, with extensive control over layout, styling and themes so the survey can match your brand instead of looking generic.
Many out-of-the-box integrations are provided, like Google Analytics, Google Sheets, Intercom, Slack and MailChimp, next to Zapier and webhooks integrations for general use.
Besides website surveys, Informizely also offers link surveys and email surveys, which is valuable if you want one platform for both on-site and off-site feedback collection.
Compared to its direct competitors, Informizely offers strong value for money. If you want the best balance of flexibility, targeting, reporting and cost, Informizely deserves the number 1 spot.
Delighted, part of Qualtrics, remains best known for simple customer feedback programs centered on NPS, CSAT, CES and smiley-style surveys. It supports website, email, link and kiosk use cases and is particularly attractive for teams that want to launch straightforward CX measurement quickly.
Its strengths are simplicity, polished workflows and strong focus on recurring customer experience measurement rather than deeply customized website surveys.
Compared with dedicated website survey tools, its onsite targeting, branching and form flexibility are more limited. If your main goal is ongoing NPS or CSAT tracking it is a solid option, but for advanced targeted website feedback it is less capable than Informizely.
Pricing and packaging have changed multiple times over the years, so check Delighted’s current plans directly if it is on your shortlist.
Qualaroo is one of the longest-running players in website feedback and is now part of the ProProfs product family. It is still mostly aimed at onsite nudges and microsurveys for gathering quick qualitative insights from website visitors.
The platform offers templates, common question types and segmentation options, but it feels more specialized for lightweight feedback flows than for building highly customized, multi-step website surveys.
Qualaroo can work well for simple on-page feedback, but in 2026 it is less compelling if you need rich design control, advanced targeting depth or broad multi-channel survey capabilities.
Usersnap is primarily a product feedback and bug-reporting platform for SaaS teams, combining screenshots, screen capture, feedback collection and request management. It also offers in-app surveys, making it a good fit for product and support teams that want contextual feedback inside web apps.
Its strength is not broad survey sophistication but tying feedback to visual context and product workflows. If your main requirement is a general-purpose website survey platform, there are stronger options, but for product-centric feedback collection Usersnap remains relevant.
Mopinion continues to focus on digital experience feedback for websites and apps, with strong support for feedback forms, targeting, visual feedback and enterprise dashboards. It is especially known for website feedback widgets and screenshot-based issue reporting.
It is a capable platform, particularly for larger teams that want structured digital feedback operations, but it is usually positioned and priced more like an enterprise product than an SMB tool. For many teams, Informizely offers a better price-to-capability ratio.
InMoment is a broad enterprise customer experience platform. Its former Wootric offering helped make it well known for NPS, CSAT and CES programs across in-app, email, link and other touchpoints.
In 2026, InMoment is best viewed as an enterprise CX ecosystem rather than a lightweight standalone website survey tool. It is strong if you need omnichannel feedback, analytics and experience management at scale, but it is often more platform than smaller teams need.
For pricing you’ll need to contact InMoment.
Survicate is an all-round survey tools for SMB and mid-market teams. It supports website, in-product, email and link surveys and has a large library of templates for common feedback workflows.
Its biggest strengths are ease of setup, integrations and breadth of channels. Compared with Informizely, though, it is generally less flexible for deeply customized onsite survey experiences and can become expensive as response volume grows.
Survicate offers many integrations with 3rd-party tools, but its packaging and limits are worth reviewing closely before committing.
Hotjar is still one of the best-known behavior analytics tools thanks to heatmaps, recordings and on-page feedback widgets. Its surveys are useful when you want simple feedback collection alongside behavioral insight in one stack.
That said, Hotjar’s survey capabilities remain more lightweight than those of dedicated survey platforms. If you need sophisticated targeting, complex survey flows or broad question-type support, it is usually not the strongest choice.
Refiner is purpose-built for SaaS companies that want to collect in-app feedback from logged-in users. It is especially relevant for product-led businesses running NPS, churn, onboarding and feature-feedback programs.
Its segmentation and in-app targeting are well aligned with authenticated product use cases. For anonymous public websites, however, its MAU-oriented pricing model is usually less attractive than tools built specifically for broad website traffic.
If you mainly want website surveys for marketing sites and content pages, Informizely is the more flexible option.
AskNicely focuses on customer experience management for service-oriented businesses and teams that want to operationalize NPS, CSAT and 5-star feedback.
Its strengths are frontline coaching, CRM integrations and sharing feedback with teams in real time. It is less a classic website survey builder and more a CX performance platform built around customer satisfaction workflows.
For pricing you’ll need to contact AskNicely.
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