The Best Website Survey and NPS Software
One question, asked on the right page at the right moment, tells you more than a long email survey. This guide compares the tools that ask it — on-site surveys, NPS and exit questions — and what each lets you do with the answer.
Two questions most websites should ask
Most on-site survey tools are built around these two, and the difference between them is who is asked and what the answer is for.
How likely are you to recommend us to a colleague?
What stopped you from checking out today?
Net Promoter Score
Bain’s question is “How likely are you to recommend us to a friend or colleague?” on a zero-to-ten scale: 9–10 are promoters, 7–8 passives, 0–6 detractors. SurveyMonkey gives the formula: NPS = % of promoters − % of detractors. Ask it of customers, inside the product or the customer area.
Exit and on-page questions
Asked of visitors on the page that matters: why they are leaving the pricing page, whether an article helped. With Personyze’s surveys, the answer is saved on the visitor’s profile, so a shopper the shipping cost stopped can be offered free shipping on their next visit.
How to choose website survey software
Most tools can show a pop-up with a question. These are the things that differ:
Who is asked
Pages, exit intent, scroll and time, plus visitor traits, events and earlier answers.
Where it appears
A pop-up, a slide-in, a bar, a block in the page, a feedback button, or a link.
Other channels
The same survey in email, in your app, on its own page or by QR code.
Where answers go
Reports and AI summaries, your CRM and Slack, and the visitor’s profile.
What happens next
A thank-you for promoters, help for detractors, a different offer for the next visit.
Limits and pricing
Response caps per plan, per-user or per-MAU pricing, and what stops when you hit a cap.
The best website survey and NPS software
Grouped by what they are built for, and ordered within each group by fit for a team surveying visitors on its own website. Facts are from each vendor’s own pages in November 2026; prices change, so the tiers here are coarse.
On-site survey tools
Pop-ups, exit surveys and NPS on your website, with rules for who is asked.
Contentsquare Surveys (formerly Hotjar)
Hotjar is now part of Contentsquare, and new users sign up on Contentsquare. Its surveys include popover surveys, a feedback button, exit-intent surveys and NPS, and each response links to session replay, so you can see what the respondent did before and after.
Strengths
- Answers tied to session replay and heatmaps
- Exit-intent and event triggers
- 40+ templates, AI summaries and sentiment
- A free plan
Limitations
- The free plan is 100 responses a month, with one month of access
- At the response limit, surveys stop being sent
Survicate
Survicate runs pop-up, embedded and feedback-button surveys on your website, including exit surveys, plus in-product, email, link and mobile surveys from one tool. CSAT and NPS are charted automatically, and AI sorts the feedback by topic and sentiment.
Strengths
- Every channel on every tier
- Exit-intent and URL targeting on all tiers
- AI topic and sentiment analysis
- 10-day trial, no card
Limitations
- No free plan described; Growth is 250 responses a month
- Attribute and event targeting only on higher tiers
Qualaroo
Qualaroo, a ProProfs product, calls its surveys Nudges. They run on websites and inside apps, targeted by domain and regex, identity, segment and location, timed by time on page, exit intent and scroll depth, with frequency controls.
Strengths
- Exit, scroll and time-on-page triggers
- Regex URL matching
- Frequency controls
- A free tier
Limitations
- The free plan is 50 responses in total
- Richer targeting is on higher plans
Personyze puts an NPS question, stars, faces, “Was this helpful?” or a short survey anywhere on your site, with follow-up questions that depend on earlier answers and on the visitor — industry, country, device, source. Every answer is saved on the visitor’s profile for targeting: thank promoters, help detractors. The score can be shown on your site once enough people have answered, and the same survey has its own page, a QR code and email.
Strengths
- Every answer usable in any targeting rule
- Questions that follow earlier answers
- Answers to Slack, HubSpot, Klaviyo, Salesforce or a webhook
- AI summary of written answers
Limitations
- Eight ready designs: fewer templates than a general survey builder
- Asks your own visitors and recipients; no research panel
Zonka Feedback
Zonka Feedback’s website surveys come as pop-ups, slide-ups, bars, embeds, a feedback button, exit-intent and article feedback, with targeting by time, scroll, clicks, device, visitor type, location and source. Email, SMS, WhatsApp, offline and kiosk sit alongside, with AI that routes issues.
Strengths
- Broad on-site targeting
- Email, SMS, WhatsApp and offline
- NPS, CSAT and CES
- 14-day free trial
Limitations
- No published prices
- No free plan listed
Form and survey builders
General survey tools that you can also put on a website.
SurveyMonkey
A broad survey platform with an NPS template and calculator. Its website collector offers an embedded survey, an embedded button, a pop-up invitation and a pop-up survey, shown to a sample of visitors and timed by delay, scroll or exit.
Strengths
- A large template library
- Four website formats
- Sample-rate and timing controls
- A free Basic plan
Limitations
- Exit and scroll timing do not work on mobile devices
- Website collectors do not work on wordpress.com
Typeform
Typeform builds interactive forms, surveys and quizzes, embedded on a site and launched after a delay, a scroll or on exit, with an NPS template and hidden fields for personalization.
Strengths
- Strong form design and logic
- Delay, scroll and exit launch
- Lead-capture workflows
Limitations
- Form-first: no audience rules beyond timing are stated
- Responses capped per plan
Customer and product feedback programs
Surveys of known users and customers, by trait, event or journey moment.
Refiner
Refiner runs NPS, CSAT and CES as in-app web surveys, mobile SDK surveys, website pop-ups, email and link surveys, triggered by events, pages or user traits.
Strengths
- NPS, CSAT and CES trends
- Trait and event targeting
- Mobile SDKs
- 30-day trial; a small free plan after
Limitations
- Priced per monthly active user
- Event targeting needs the Growth plan
Retently
Retently sends NPS, CSAT and CES surveys by email, SMS and in-app, timed to moments in the customer journey, with Shopify, Gorgias and Klaviyo integrations and AI follow-ups.
Strengths
- Relationship NPS programs
- Email and SMS delivery
- Ecommerce integrations
- 14-day trial, no card
Limitations
- No visitor targeting rules published for the website
- Survey and campaign caps per plan
Sprig
Sprig calls itself enterprise surveys powered by agents: AI designs studies, runs adaptive chat-style surveys and writes reports, triggered by user attributes and events on web and mobile, with replay clips around each answer.
Strengths
- Event- and attribute-triggered studies
- Web and mobile SDKs
- Replay around each answer
- AI analysis and reports
Limitations
- Enterprise only; no self-serve plan or trial
- NPS not named on its pages
What you get inside Personyze
Surveys and NPS
One question or several, anywhere on your site, every answer on the visitor’s profile.
See surveys and NPS →Where answers go
Email, Slack, Zapier, HubSpot, Klaviyo, Salesforce or a webhook, after each answer.
Read the guide →Survey reports
NPS over time, every question’s answers, and an AI summary of what people wrote.
Read the guide →Behavioral targeting
Use an answer in any audience, beside behaviour, location and CRM data.
See behavioral targeting →Website survey and NPS tools compared
Where each one asks, whom it can target, and what it costs to start.
| Tool | On-site formats | NPS | Who is asked | Other channels | Pricing tier |
|---|---|---|---|---|---|
| Contentsquare | Pop-over, feedback button | Yes | Pages, segments, events, exit | Not stated | Free–$$ |
| Survicate | Pop-up, embed, button | Yes | URL and exit; traits on higher tiers | Email, app, mobile, link | $$–$$$ |
| Qualaroo | Pop-up, button, sidebar, embed | Yes | URL, identity, behaviour, frequency | App, email, link | Free–$ |
| Personyze | Bar, slide-in, pop-up, in-page | Yes | Any rule, plus earlier answers | Email, own page, QR | Free–$$ |
| Zonka Feedback | Pop-up, bar, embed, button | Yes | Behaviour, device, location, source | Email, SMS, WhatsApp, kiosk | Contact sales |
| SurveyMonkey | Pop-up, embed, button | Yes | Sample rate and timing | Link, email | Free–$$ |
| Typeform | Embed | Template | Launch timing | Link, email | Free–$$$ |
| Refiner | Pop-up, in-app widget | Yes | Traits; events on Growth | Email, link, mobile | Per MAU |
| Retently | Pop-up, embed, button | Yes | Journey moments | Email, SMS, link | $$–$$$ |
| Sprig | In web apps and sites | Not named | Attributes and events | Email, link, mobile | Contact sales |
Frequently asked questions
What is website survey software?
How is NPS calculated?
Should I use NPS or CSAT?
What happened to Hotjar and Delighted?
How do I choose who sees a survey?
Can survey answers personalize the website?
Ask one question. Use every answer.
Put an NPS or exit question on the page that matters, and let each answer decide what that visitor sees next.