Alpha This is a new service – your feedback will help us to improve it.


Royal National Institute for Deaf People (RNID) makes life inclusive for deaf people and those with hearing loss or tinnitus. RNID wanted to understand how their new website was performing and to prioritise what to work on. They added a form to the bottom of the website that asked users if a page is useful and how to improve it.

Inspired by Citizens Advice, they combined this data with data from pageviews to decide what to focus on in the future. RNID uses the Government’s design system, which has a similar pattern.

Recipe status

This recipe has been in use since April 2020.

We are not sharing this recipe as the perfect solution to a problem, but we believe Royal National Institute for Deaf People’s learnings could be very useful to other organisations.

Users and needs served

  • As a member of staff, I need to know how my service is performing so I can improve
  • As a user, I need a website that works well for me

Software and tools used

Gravity Forms

Gravity Forms is a plugin that can be used to create forms on WordPress


$59 (£43 approx) per year per site. You can try Gravity Forms for free by signing up to a demo.


Gravity Forms captures data in an exportable format and uses existing capability.

Google Analytics

Google Analytics is software that measures website traffic and performance. Google Tag Manager is an add-on that helps gather more customised data through tags that can be added to a website and managed centrally without editing any code.

RNID uses the tools to create ‘events’ to track if a user says a page is or is not useful. This can then be easily compared to how popular a page is, as things such as pageviews are already tracked.


Google Analytics is free to use. There is a paid version available which has more features.

Google for Nonprofits is available at discounted charity rates through the Charity Digital Exchange.


Google Analytics can automate analytics tasks, in order to make reporting less time-consuming and more accurate. It requires technical knowledge to add tracking or tags, and some parts of analysis is still manual.

Google Data Studio

Google Data Studio is a tool that creates visual dashboards and reports from different sources.

RNID used it to create a chart, which automatically plots how ‘useful’ their pages are against how popular they are based on data from Google Analytics, and updates daily.


Google Data Studio is free to use.

Google for Nonprofits is available at discounted charity rates through the Charity Digital Exchange.


Google Data Studio uses existing capability or software, automates analysis, and shows results in an easy-to-understand and visual way.

It may require some technical knowledge to create the report.

Recipe steps

1. Decide what you are measuring

By thinking about what exactly you are measuring and what results you need, brainstorm the best way of achieving this. A form at the bottom of your website might not be suitable, or perhaps could work best in conjunction with another method.

2. Construct the content

Based on what you want to find out, draft up questions that are the most important for gathering information on this topic. Decide on whether you want these answers to be an easy ‘Yes’ or ‘No’, or whether you will let users provide longer answers. This should be informed by how you’ll gather and reflect on the data. You’ll also want to be aware of where you want to put the form. Will it go on all pages of your site or just a few?

3. Build and track the form

Use software that may already exist in your charity or the website you use. If you don’t have this available, work with something that’s easy to use. Set up with a tool that can capture the data easily, such as Google Tag Manager.

4. Share and review the data

You can build automated dashboards and charts that link to form responses. Review the data as a team and agree what you’re going to focus on. Use the data as a starting point for designing project sprints. Ideate changes and measure the impact these changes have had on user engagement and satisfaction.


The process will not give you all the answers, as it’s a very small sample of your users who will interact with the form. However, you can combine this with another tool or piece of research to get a fuller picture.

It won’t tell you exactly what the problem is with your website, but it will draw your attention to a general issue that is occurring.

Remember that this is not the same as a survey, so keep it short, brief, and to the point of what you want to get out of it.


Manage user expectations of what the form is. If you’re enabling them to leave personal information, someone might think it’s a contact form if they’re in a crisis. You should make clear that someone from the team may not respond to the form.

Some feedback will not be long enough to act on.

Points of contact

For further information about this recipe, you can contact:

Alex Bates, Design Lead


Many thanks to Royal National Institute for Deaf People for contributing this recipe.


This recipe is licensed under a Attribution-NonCommercial-ShareAlike 4.0 International Licence.

That means you are free to copy, redistribute, and build on the text of this recipe, but only for non-commercial purposes (if you want to use it for commercial purposes, get in touch with us at [email protected]). You must give credit to both Catalyst and Royal National Institute for Deaf People and link back to this page. If you build on this recipe then you must share your version under this same licence.

Recipe published on April 20th, 2021. Last updated August 6th, 2021