Visual feedback tools have revolutionized how teams collaborate on digital projects. But here's the catch: calling them all "visual feedback tools" is misleading.
A tool built for gathering customer sentiment on your SaaS product is fundamentally different from one designed for agency-client website reviews. Using the wrong tool for your use case leads to frustrated teams, missed feedback, and wasted budget.
This comprehensive guide reviews 15 visual feedback tools organized by three distinct use cases:
- Website and web app reviews – for agencies, designers, and development teams
- End-user feedback collection – for product managers and SaaS teams
- Creative asset reviews – for designers, marketers, and creative teams
Each section includes detailed tool reviews, comparison tables, and decision frameworks to help you choose the right solution.
Table of contents
- Understanding visual feedback tools
- Part 1: Website and web app review tools
- Part 2: End-user feedback tools
- Part 3: Creative asset review tools
- How to choose the right tool
- FAQs
Understanding visual feedback tools
Visual feedback tools let you comment on digital assets with context—screenshots, annotations, technical metadata, and threaded discussions—instead of vague text-only messages.
The critical distinction: Different tools solve different problems.
Three main categories
1. Website and web app review tools You're building or updating a website/app and need stakeholder feedback before launch.
Key needs:
- Commenting directly on live staging sites
- Cross-device/responsive testing
- Client-friendly interfaces (no technical barriers)
- Integration with project management tools
- Status tracking and resolution workflows
2. End-User Feedback Tools Your product is live, and you want to understand how real users experience it.
Key needs:
- Embedded feedback widgets on production sites
- Analytics and behavior tracking (heatmaps, session replay)
- Survey capabilities (NPS, CSAT, user satisfaction)
- Feature voting and roadmap input
- User segmentation and targeting
3. Creative Asset Review Tools You need feedback on designs, videos, PDFs, images, or other creative files.
Key needs:
- Support for multiple file formats
- Version comparison and history
- Approval workflows with sign-offs
- Timestamped video comments
- Proofing and annotation precision
Let's dive into each category.
Part 1: Website and web app review tools
These tools help teams review websites and web applications during development, QA, and pre-launch stages.
What to look for
Installation method matters:
- Browser extensions work anywhere but create friction for clients and miss mobile testing
- Proxy/embed solutions avoid installation but can't access password-protected staging sites
- Script tag installation enables mobile testing and requires no reviewer setup
Client-friendliness is crucial: Non-technical stakeholders must find the tool intuitive, or they'll default back to email feedback.
Integration ecosystem: The best tools sync feedback directly into your existing project management workflow (Jira, Linear, Asana, ClickUp, etc.).
1. Huddlekit
Best for: Agencies and design teams collaborating with clients across all devices
Huddlekit is a modern website review tool focused on making feedback simple for non-technical stakeholders while providing powerful features for teams.
Key Features:
- Pin comments directly on live websites with visual markers
- Review creative assets (images, videos, documents)
- Breakpoint switcher (mobile, tablet, desktop) without URL changes
- Built-in inspect mode for HTML/CSS review without dev tools
- Guest access with no login required
- Project workspaces with feedback status tracking
- Integrations: Linear, Slack, webhooks
Pricing:
- Free: 1 project, unlimited comments
- Starter: $19/mo – 5 projects
- Pro: $49/mo – 25 projects
- Team: $99/mo – Unlimited projects
Pros:
✅ True mobile device testing (not emulation)
✅ No client login required
✅ Intuitive interface for non-technical users
✅ Affordable for small teams
✅ Fast, modern UI
Cons:
❌ Smaller integration ecosystem than enterprise tools
❌ Newer to market with evolving features
Best For: Web agencies, freelancers, design teams doing responsive testing
2. BugHerd
Best for: Agencies managing multiple client projects with Kanban workflows
BugHerd is an established agency-focused tool with a task board interface and simple website annotation.
Key Features:
- Point-and-click feedback on websites
- Kanban board for task management
- Browser metadata capture
- Client guest mode
- Integrations: Asana, Trello, Jira, GitHub, Basecamp
Pricing:
- Standard: $39/mo – Unlimited projects, 5 users
- Premium: $99/mo – 15 users
- Deluxe: $199/mo – Unlimited users
Pros:
✅ Unlimited projects on all tiers
✅ Simple, proven interface
✅ Good for agency workflows
✅ Strong client collaboration
Cons:
❌ No mobile device testing
❌ User limits on lower tiers
❌ Interface feels dated
❌ Limited responsive testing features
Best For: Established agencies with multiple concurrent client projects
3. Marker.io
Best for: SaaS teams and developers doing internal QA and bug tracking
Marker.io is a developer-first tool with exceptional technical metadata capture and strong integration with development workflows.
Key Features:
- Browser extension for instant feedback
- Automatic console logs, network requests, local storage capture
- Screen recording
- Custom metadata fields and forms
- Integrations: Jira, GitHub, Linear, Asana, Slack, Trello
Pricing:
- Starter: Free – 100 reports/month
- Professional: $49/mo – Unlimited reports, 5 users
- Company: $99/mo – 15 users
- Enterprise: Custom
Pros:
✅ Best-in-class technical metadata
✅ Screen recording included
✅ Powerful developer integrations
✅ Customizable forms
Cons:
❌ Requires browser extension
❌ No mobile device testing
❌ Can feel complex for non-technical users
❌ Per-user pricing adds up
Best For: SaaS teams, developer QA, internal bug reporting
4. MarkUp.io
Best for: Annotating public websites without installation
MarkUp.io uses a proxy approach to let you annotate any public website instantly.
Key Features:
- Instant URL annotation (no installation)
- Drawing tools, arrows, highlights
- Collaboration and discussions
- Integrations: Slack, Trello, Asana, Jira
Pricing:
- Free: Limited projects
- Solo: $10/mo – Unlimited projects, 1 user
- Team: $25/mo per user
- Business: Custom
Pros:
✅ Zero installation
✅ Works on any public site
✅ Affordable solo plan
✅ Quick setup
Cons:
❌ Can't access password-protected staging sites
❌ No mobile device testing
❌ Proxy can break dynamic sites
❌ Workflow fragmentation
Best For: Competitive analysis, public site reviews, quick annotations
5. Pastel
Best for: Teams reviewing both websites and design files
Pastel bridges website annotation with design file reviews.
Key Features:
- Website annotation via proxy
- Design file reviews (images, PDFs)
- Version comparison
- Approval workflows
- Guest commenting
Pricing:
- Solo: $8/mo – 1 user
- Team: $15/mo per user
- Agency: $12/mo per user (annual)
Pros:
✅ Versatile (websites + files)
✅ Affordable
✅ Clean interface
✅ Good approval flows
Cons:
❌ Proxy limitations for staging
❌ No mobile testing
❌ Limited integrations
❌ Separate workflows for different content types
Best For: Design agencies reviewing sites and mockups
6. Zipboard
Best for: Global teams managing multilingual website reviews
Zipboard specializes in visual feedback with strong localization and translation features.
Key Features:
- Website and app annotation
- Localization workflow support
- Multi-language reviews
- Task management
- Integrations: Jira, Slack, Trello, Asana
Pricing:
- Freelancer: Free – 2 projects
- Startup: $49/mo – 10 projects, 10 users
- Business: $149/mo – Unlimited projects, 25 users
- Enterprise: Custom
Pros:
✅ Excellent localization features
✅ Multi-content support
✅ Good for international teams
✅ Comprehensive task management
Cons:
❌ Complex for simple needs
❌ Higher pricing
❌ Steeper learning curve
❌ Can feel overwhelming
Best For: Enterprise teams with multilingual sites, global agencies
Part 2: End-user feedback tools
These tools help you collect feedback from actual users on your live website or application.
What to look for
Widget-based collection: Embedded feedback buttons let users report issues or share opinions without leaving your site.
Analytics and behavior tracking: Understanding what users do (heatmaps, recordings) is often more valuable than what they say.
Survey capabilities: NPS, CSAT, and custom surveys help measure satisfaction and gather structured input.
Segmentation: Target specific user groups, pages, or behaviors for contextual feedback.
7. Userback
Best for: Product teams combining feedback collection with user research
Userback is a comprehensive platform combining visual feedback, session replay, surveys, and feature voting.
Key Features:
- In-app feedback widget
- Session replay and recordings
- User satisfaction surveys (NPS, CSAT)
- Feature voting boards
- Visual annotation and screenshots
- Integrations: Jira, GitHub, Slack, Trello, Azure DevOps
Pricing:
- Free: 2 seats, 7-day feedback availability
- Team: $9/seat/mo – unlimited feedback availability
- Business: $19/seat/mo – 25 projects, session replays
- Business Plus: $29/seat/mo – unlimited projects, SSO
Pros:
✅ Comprehensive feedback platform
✅ Session replay for user behavior
✅ Strong product management features
✅ Robust integrations
Cons:
❌ Expensive for small teams
❌ Overkill for simple annotation
❌ Steeper learning curve
❌ User limits on all tiers
Best For: SaaS products, product managers running user research
8. Usersnap
Best for: Bug reporting and customer feedback on web apps
Usersnap combines bug tracking with user feedback collection and microsurveys.
Key Features:
- Screenshot annotation with drawing tools
- Screen recording
- Microsurveys and NPS
- Console log and metadata capture
- Bug tracking workflows
- Integrations: Jira, GitHub, Slack, Azure DevOps
Pricing:
- Startup: €69/mo – 2 users
- Company: €129/mo – 5 users
- Premium: €249/mo – 10 users
- Enterprise: Custom
Pros:
✅ Powerful bug reporting
✅ Screen recording
✅ Good technical metadata
✅ Mature product
Cons:
❌ Expensive (EUR pricing)
❌ User limits
❌ Complex for simple needs
❌ Primarily bug-focused
Best For: Software teams tracking bugs and user-reported issues
9. Hotjar
Best for: Understanding user behavior with heatmaps and recordings
Hotjar focuses on behavior analytics with heatmaps, recordings, and feedback polls.
Key Features:
- Heatmaps (click, move, scroll)
- Session recordings
- Feedback polls and surveys
- Incoming feedback widget
- Funnel analysis
Pricing:
- Basic: Free – Limited features
- Plus: $39/mo – 100 daily sessions
- Business: $99/mo – 500 daily sessions
- Scale: Custom
Pros:
✅ Excellent heatmap features
✅ Affordable entry point
✅ Session replay
✅ Large user base and resources
Cons:
❌ Limited annotation features
❌ Session limits on lower tiers
❌ Not ideal for detailed feedback
❌ Focused on analytics over collaboration
Best For: Marketing teams optimizing conversions, UX researchers
10. Mopinion
Best for: Enterprise feedback management across web and mobile
Mopinion is an enterprise-grade feedback platform with advanced targeting and analytics.
Key Features:
- Customizable feedback forms
- Multi-channel collection (web, mobile, email)
- Advanced targeting and triggers
- Text analytics and sentiment analysis
- Custom dashboards
Pricing:
- Essential: Custom (starts ~€199/mo)
- Pro: Custom
- Enterprise: Custom
Pros:
✅ Enterprise-grade features
✅ Advanced analytics
✅ Multi-channel support
✅ White-label options
Cons:
❌ Expensive
❌ Requires custom pricing quote
❌ Overkill for small teams
❌ Complex setup
Best For: Large enterprises with complex feedback needs
11. Qualaroo
Best for: Targeted user surveys and sentiment analysis
Qualaroo specializes in contextual surveys that appear at strategic moments in the user journey.
Key Features:
- Contextual survey targeting
- NPS and sentiment tracking
- Behavioral targeting
- AI-powered insights
- Integration with analytics tools
Pricing:
- Essentials: $80/mo – 100 responses
- Premium: $160/mo – 500 responses
- Business: $300/mo – 2,500 responses
Pros:
✅ Smart targeting
✅ Good for user research
✅ AI-powered analysis
✅ Non-intrusive surveys
Cons:
❌ Response-based pricing
❌ Limited visual feedback
❌ Expensive per response
❌ Survey-focused only
Best For: UX researchers, product managers running targeted surveys
Part 3: Creative asset review tools
These tools help creative teams collaborate on designs, videos, documents, and other non-web assets.
What to look for
File format support: Does it handle your content? (Images, PDFs, videos, InDesign, After Effects, etc.)
Version control: Can you compare versions side-by-side and track revision history?
Approval workflows: Do you need multi-stage reviews with formal sign-offs?
Timestamp precision: For video reviews, frame-accurate comments are essential.
12. Filestage
Best for: Creative agencies managing client approval workflows
Filestage is a comprehensive review and approval platform for creative assets.
Key Features:
- Support for video, images, PDFs, websites, audio, documents
- Multi-stage approval workflows
- Version comparison
- Custom branding and white-labeling
- Auto-reminders for approvers
- Integrations: Slack, Microsoft Teams, Zapier
Pricing:
- Free: 2 active projects, unlimited team members
- Basic: €99/mo – 10 active projects
- Professional: €279/mo – 25 active projects
- Enterprise: Custom
Pros:
✅ Comprehensive file support
✅ Excellent approval workflows
✅ White-label options
✅ Good for creative teams
Cons:
❌ Expensive
❌ Review limits on lower tier
❌ EUR pricing (higher USD)
❌ Overkill for simple needs
Best For: Creative agencies, video production, marketing teams
13. GoVisually
Best for: Design proofing and creative collaboration
GoVisually focuses on design file reviews with precise annotation tools.
Key Features:
- Image, PDF, and video proofing
- Frame-accurate video comments
- Version comparison
- Approval workflows
- Guest reviewers (no login)
- Integrations: Slack, Zapier
Pricing:
- Solo: $15/mo – 1 user, 10 projects
- Team: $30/mo per user – Unlimited projects
- Agency: Custom
Pros:
✅ Precise annotation tools
✅ Good for design reviews
✅ Frame-accurate video comments
✅ Clean interface
Cons:
❌ Limited integrations
❌ Per-user pricing
❌ No website annotation
❌ Project limits on solo plan
Best For: Graphic designers, illustrators, video editors
14. PageProof
Best for: High-volume creative teams needing advanced proofing
PageProof is a professional proofing platform for agencies and in-house creative teams.
Key Features:
- Support for images, PDFs, videos, websites, audio
- Advanced comparison tools
- Workflow automation
- Custom approval processes
- Activity tracking and reporting
Pricing:
- Starter: $30/mo – 5 users, 100 proofs
- Professional: $60/mo – 10 users, 300 proofs
- Agency: $120/mo – 25 users, 1,000 proofs
Pros:
✅ Scalable for high volume
✅ Advanced automation
✅ Good reporting
✅ Proof-based pricing
Cons:
❌ Proof limits can be restrictive
❌ Complex setup
❌ Limited integrations
❌ Dated interface
Best For: High-volume creative teams, production companies
15. Notion (with comments)
Best for: Teams already using Notion who need basic visual feedback
Notion isn't a dedicated feedback tool, but its image embedding and commenting features work for simple reviews.
Key Features:
- Embed images and PDFs
- Comment threads on embeds
- Version history (on paid plans)
- Collaboration in same workspace
- Unlimited integrations via API
Pricing:
- Free: Personal use
- Plus: $10/mo per user
- Business: $15/mo per user
- Enterprise: Custom
Pros:
✅ All-in-one workspace
✅ Familiar for Notion users
✅ Affordable
✅ Flexible structure
Cons:
❌ Not purpose-built for feedback
❌ Limited annotation tools
❌ No formal approval workflows
❌ Clunky for high-volume reviews
Best For: Small teams already using Notion, simple feedback needs
How to choose the right tool
Decision tree
Are you reviewing websites or web apps? → YES: Go to Website and web app tools → NO: Continue
Are you collecting feedback from end users on a live product? → YES: Go to End-user feedback tools → NO: Continue
Are you reviewing creative assets (designs, videos, documents)? → YES: Go to Creative asset tools
Quick recommendations
Best for agencies working with clients: Huddlekit (websites), Filestage (creative assets)
Best for internal development teams: Marker.io (web apps), Usersnap (bug tracking)
Best for product managers: Userback (comprehensive), Hotjar (behavior analytics)
Best for budget-conscious teams: MarkUp.io (websites), GoVisually (creative), Hotjar (analytics)
Best for mobile-first testing: Huddlekit (only tool with true mobile device annotation)
Best for WordPress agencies: Atarim (WordPress-specific), BugHerd (general agency)
Best for video production: Filestage, GoVisually (frame-accurate comments)
Key takeaways
Don't choose a tool by name alone. Understand your primary use case:
- Building/reviewing websites → Website annotation tools
- Understanding user behavior → Analytics and feedback widgets
- Approving creative work → Proofing and approval platforms
Installation method impacts adoption:
- Browser extensions work for internal teams
- Proxy solutions avoid setup but have limitations
- Script tags enable mobile testing with zero reviewer friction
Consider your stakeholders:
- Client-facing? Prioritize simplicity and no-login access
- Internal teams? Technical features and integrations matter more
- High volume? Look for automation and workflow tools
Budget realistically:
- Basic tools: $10-30/mo
- Professional tools: $50-100/mo
- Enterprise platforms: $150-500+/mo
Don't over-buy features you won't use. A simple tool that your team actually adopts beats a feature-rich platform that sits unused.
Frequently asked questions
What's the difference between visual feedback tools and screenshot tools?
Screenshot tools (Snagit, Markup Hero) capture static images. Visual feedback tools let you comment on live, interactive content with automatic context capture and collaboration features.
Can I use one tool for websites, user feedback, and creative files?
Some tools (Pastel, Filestage, Zipboard) support multiple content types, but specialized tools usually work better. Most teams use 2-3 tools for different purposes.
Do visual feedback tools work on mobile devices?
Most website annotation tools only support desktop browsers. Huddlekit is currently the only tool offering real mobile device annotation. For user feedback tools, most support mobile web and native apps.
Which tools don't require client logins?
Guest-friendly tools include: Huddlekit, BugHerd, MarkUp.io, Pastel, GoVisually, and Filestage. Others may require account creation or have limited guest features.
How much should I budget for visual feedback tools?
Solopreneur/freelancer: $10-30/mo
Small agency (5-10 people): $50-150/mo
Mid-size agency (10-25 people): $150-500/mo
Enterprise: $500+/mo
Per-user pricing scales quickly—consider per-project or unlimited-user models for larger teams.
Can these tools integrate with Figma or design tools?
Most annotation tools don't integrate directly with Figma. You typically export designs and upload them to proofing tools. Figma's built-in commenting works well for design-only feedback.
Which tool is best for responsive web design testing?
Huddlekit offers the most robust responsive testing with breakpoint switching and real mobile device annotation. Others require manual resizing or desktop emulation.
Do I need different tools for staging vs. production?
Staging reviews: Use website annotation tools (Huddlekit, BugHerd, Marker.io)
Production feedback: Use end-user feedback tools (Userback, Hotjar, Usersnap)
Many teams use both types for different stages.
Final thoughts
The "best" visual feedback tool depends entirely on what you're reviewing, who's giving feedback, and how you work.
For website reviews: Choose based on your stakeholders (clients vs. internal) and device needs (mobile testing vs. desktop-only).
For user feedback: Decide whether you need analytics (Hotjar), comprehensive features (Userback), or targeted surveys (Qualaroo).
For creative assets: Match the tool to your file types and approval complexity.
Don't default to the most popular or most expensive tool. Test with your actual workflow and real stakeholders before committing.
Most tools offer free trials—use them. The tool that works on paper might not work with your team's habits and preferences.
If you're building websites and need a client-friendly, mobile-compatible annotation tool, try Huddlekit free.
Related resources
- Best website annotation tools – deep dive on website-specific tools
- Visual feedback – what makes feedback "visual"
- Website annotation – complete guide to annotation
- How to give better website feedback – best practices
- Website review process that actually works – workflow optimization
