Background info: Summary meeting December 2nd

Usabilla: Acquired by GetFeedback

Goal: build a unified platform, offering both post-purchase feedback and real-time feedback

GetFeedback: focus on post-purchase vs. Usabilla: real-time

  • Improving feedback reports

Apart from using Workspaces, we can also opt for integrations with other tools. Under ‘Account settings’ you can find an overview of all live integrations currently possible.

  • Contentsquare
  • Google Analytics
    Allows us to gather analytical data about buttons and campaigns.
    (For example: number of times people clicked on it)
  • Customer service/ticketing: desk.com, Zendesk etc.
    Through these integrations: tickets can automatically be created when a new feedback item comes in.
  • Slack 
  • Public API (Application Programming Interface)

To set up a link with Google Spreadsheets, we will most likely need to implement GetFeedback’s API. As of now, they haven’t tried this out yet but we should receive updates soon on whether this will be possible or not. This way, we can access the feedback forms in Google Spreadsheets, automatically updated whenever a new item comes in.

Intro to GetFeedback

GetFeedback (former Usabilla) is a tool that allows Alpro to gather consumer feedback left on the website. Firstly, it is important to give a general overview of all different elements that enable us to do so.

In the tool, four main elements can be identified: buttons, forms, campaigns and workspaces. 

1. Buttons and forms

A button can be found on every page of the Alpro website. When a visitor clicks on it, a feedback form opens. Through this form, they can leave either general or specific feedback related to the website. Apart from that, there is also a link to the contact form, in case they wish to share random Alpro feedback.

2. Campaigns

To attract more feedback, campaigns were launched on the website. They catch the eye of the web visitor, which makes it more likely that they will send in feedback. 

This is an example of a slide-out campaign:

3. Workspaces

This new feature allows us to build reports for each market, based on their buttons and campaigns. 


Preparing to capture feedback: setting up a button, form and campaigns

When deciding to start gathering feedback, the first thing that needs to be done is creating a button and question form. This way, web visitors can opt to send in feedback whenever they want. The button is visible on the screen + you can choose to make install a trigger to catch the visitor’s attention.  

1. Creating a button

Go to ‘Setup’ and click on ‘Create a new button’. 

Give the button a name (and make sure to mention desktop or mobile).

Choose the correct theme. 

  • Blue --> Alpro vs. Black --> Provamel
  • The bigger button is for the desktop version, the smaller one for mobile. 

By choosing an attention grabber, you can set up a trigger for the button. Select ‘shake effect once after 20 seconds’.

Click on ‘generate and install’.

2. Building a form

Click on ‘edit form’ after you clicked on ‘generate and install’ or go to ‘Setup’, choose the right button and click on ‘edit feedback form’. 

Now, you’ll see a default form. You can alter this form, according to your preferences. When setting up a form for a new market, have a look at one of the other forms created for the existing markets. For example: UK. 

On the left, select the language + click on ‘specific or generic’ feedback.

To ensure creating a form with the correct tone of voice, you should contact the Digital Brand Manager of that specific market. He/she can then give you a suitable translation of the questions and answer options needed in this form. Again, it is probably best to look at the UK example because it’s the most common used language within the digital team. 

When asking for translations for a new form, you need to include the following elements: 

  • The questions in the form
  • The intro screen: general, specific or other feedback + corresponding sub texts
  • The exit screen
After you’ve collected all the translations, it is time to build the form. On the left, you can see an overview of different types of questions you can use. Have a look at the other market’s forms to select the correct question type. We’re currently using mood (default) and comment.

! Note: Always check whether a specific question has to be ‘required’ or not. This way, you push the web visitor to answer certain questions.

Lastly, make sure you add Alpro’s theme to the form. On the left, click on the ‘advanced’ button and select ‘Alpro Global Theme’

In this screen, you can also copy content from other forms to the form you’re currently editing. For example, if you’ve already built the desktop version, you can copy this to the mobile form. This allows you to save time. 

3. Starting a campaign

As mentioned before, campaigns can be launched to draw more attention to the feedback forms and button. 

Campaign set-up 

To create a new campaign, you go to ‘Overview’ and click on ‘New campaign’ (top right of the screen).

Note: In ‘Overview’, GetFeedback automatically makes a division between the desktop and mobile version, even though you’ve created both types of campaigns at the same time. 

First of all, you need to select a type of campaign. We currently use the slide-out format.

Then you should title your campaign: have a look at the existing campaigns and apply that style to your campaign. This makes it easier to obtain a bit of structure in the campaign list. 

Afterwards, you need to assign your new campaign to a button. For example: if you make a UK campaign, assign it to both the desktop and mobile UK button. 

The editing screen for a campaign form is very similar as to when you’re editing a regular button form.  

Again, you can see different types of questions to add. And under ‘Advanced’, you can also add the corresponding Alpro theme. 

The difference is that campaigns allow you to build a specific order (with conditions) + add different pages to your form. 

Tip: If you need to create a new campaign, similar to an existing campaign from another market, you can duplicate this campaign, but don't forget to translate ALL the areas.

Making the campaign form and flow

To build the campaign form for a new market, you should again contact the Digital Brand Manager. Just like a button form, the DBM can provide you with suitable translations, in order to maintain the correct tone of voice. 

Once you have the translations, you can start making this new campaign form. Make sure to check the question types (based on other existing campaigns) and select ‘required’ when necessary

! Note: always fill in the labels (name) of your questions/answers! This can simply be a repetition of the question/answer itself.

Why is this so important? Well, these labels will be shown in the reports of these campaigns (in Workspaces). 

This image shows the result of not labelling your questions/answers. It can not be changed after!

Under ‘Control Visibility’, you can add conditions. This enables you to guide the visitor through your feedback form. Depending on the answer he/she gives, a specific following question will appear. 

Here’s an example of the campaign on the Barista Unfiltered website:  

This part of the editing screen allows you to add different pages to your campaign form: 

Under ‘User Targeting’ and ‘Scheduling’, you can make add extra settings. You can check the existing campaigns to see which settings are currently in place. In general, we keep the use of these filters to a minimum. 


As of now, we have two ways of reporting:

  • In Excel, for button feedback
  • In Workspaces, for feedback left on campaigns

It is also possible to simply export the feedback from the tool but this has proven to be a bit chaotic. Even though you can exclude specific cells from being shown in the feedback file, it still takes a lot of time to clean the document. That is why we’ve come up with these two ways of reporting, making a distinction between button and campaign feedback. 


We have put together a file that displays the feedback per country. So, feedback coming from the button has to be stored in this file manually. For example, you could say that every two weeks, you download the feedback report, for each country separately. 

Under ‘Feedback’, you can download reports from selected buttons, for a specific date range. 

Once you’ve exported this file, you can move this feedback to the main ‘Alpro Button Feedback’ file. 

Select the following cells:

  • Feedback type
  • Date
  • Comment
  • URL
  • Image

! Note: keep the feedback in order, according to the dates (from oldest to newest). You can add the feedback in the wrong order but always make sure to filter the dates at the end. Using ‘oldest to newest’ is the preferred way to go through the feedback. 


In Workspaces, you can build reports by using both campaign and button feedback. However, we currently don’t use button feedback in Workspaces as this feature doesn’t allow us to make a distinction between general and specific feedback. In addition to this, Workspaces also doesn’t integrate screenshots (left in specific button feedback) in the report dashboard. 

The cool thing about Workspaces is that this report is updated in real-time. So, we can simply go and check the latest feedback in these reports. We don’t have to put it in manually, to have a clear overview. 

Creating a new workspace (report)

Give the workspace a title and assign the correct campaigns (so two for each country: desktop and mobile). 

From now on, you can start adding tiles. A tile represents a specific question with a representation of the answers. In most cases, you can choose the display style of these answers. 

For open text answers

  • List view: shows all comments left on question
  • Top key words: displays the most mentioned key words

By clicking on a specific keyword, this keyword will be acting as a filter as well. From now on, only comments mentioning that keyword will be shown.

Custom Variable à allows to add more context, extra metadata 

We currently show: 

  • General feelings about our content (yes/no question)
  • Content suggestions for website (open answer)
  • Suggestions for website improvement (open answer)

Campaign projects

1. General survey

The general survey (called "Slide Out [Country]") relates to overall website experience and is set up as follows (e.g. UK):

Timeline: End of October/beginning of November 2020 - Mid March 2021

2. E-commerce survey

The e-commerce survey (called "E-commerce Campaign [Country]"), tries to understand whether the market is interested in e-commerce activities from Alpro's website and is set up as follows (e.g. UK): 

Timeline: Mid March 2021 - ... 

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