Building a successful mobile app requires constant feedback from users to refine and improve its performance. However, collecting valuable insights is not an easy feat.
In-app surveys are one of the most effective ways to gather user feedback, increase engagement and retention, and eliminate guesswork in growing your app. In this article, we'll explore best practices for creating a mobile app feedback form, provide examples of app feedback, and offer advice on what to do with the collected user feedback.
Why In-App Surveys Are Ideal for Collecting User Feedback
One of the biggest challenges in collecting app user feedback is getting users to respond. Mobile web surveys often have response rates as low as 1-3%. In-app surveys, on the other hand, see an average 13% response rate.* Capturing feedback without asking users to leave the app limits friction and has the added benefit of increasing time spent in the app.
Targeting specific users based on factors like app version, completing (or not completing) certain in-app actions, average order value or subscription level, or other custom attributes allows you to zero in on specific user experience issues. This approach enables you to gather more candid, direct, and concrete feedback.
With clear insights into specific aspects of the user experience, you'll be able to prioritize your product roadmap and make smarter decisions about where to devote your time and resources. By targeting specific users and identifying user pain points, you'll be able to improve the user experience in ways that matter most to your audience — and boost retention rates.
Mobile App Survey Best Practices & Examples
Ready to implement some in-app surveys and UX polls? For best results, follow these essential dos and don'ts:
DO: Get the Timing Right
Don't interrupt the user experience with annoying pop-ups. Remember, users are doing you a favor by sharing feedback. So don't ask too much too soon and don't interrupt them in the middle of a task.
The best possible time to ask? When they've completed an action and are feeling happy and excited. Think right after a shipment has been delivered, they've beat a new game level, crossed an item off their to-do list, completed a workout, or finished streaming a movie. They'll be much more motivated to share their feedback.
DO: Keep it Short
Mobile is not the ideal format for a comprehensive 10-question mobile application survey. Ask 1-2 questions max to boost response rates, and aim for answers users can select with a single tap. Whenever possible replace text answers with visuals or emojis.
Check out the in-app feedback survey used by the popular Human Activity Tracker app. The first question is simple and straightforward and lets users respond with a single tap on an emoji. It doesn't take over the whole screen, and it's easy to dismiss for users who aren't interested in responding.
DON'T: Be Pushy
It bears repeating: users are doing you a favor by sharing their feedback. They don't owe you anything.
So don't spam them with pop-up surveys every session, and make overlays easy to dismiss. Users who aren't ready to share their feedback need a quick and easy way to get back to what they were doing without frustration.
DON'T: Just Rely on Pop-Ups
Collecting user input doesn't have to be a formal survey or poll. Look for ways to incorporate simple feedback loops into your UI.
Take Spotify, for example. One of the app's key value propositions is helping users discover new music. The Spotify app includes heart and cross buttons for suggested songs in the user's daily mix. It's a quick and easy way for Spotify to get feedback on how well their suggestions match to what users like. And it's a useful way for users to directly and immediately improve their suggested songs and discover new favorites.
DON'T: Limit Users to Yes/No Questions
Sometimes a simple yes or no will give you the information you need — but not always.* Open-ended questions will give you more information and better insights into a user's thoughts.
With that said, don't expect users to submit paragraph-long answers. Typing on mobile isn't ideal.
Save questions that require a longer written answer for email surveys or personal follow-ups. You can also consider offering small incentives to complete longer surveys that span more than a question or two: 10% off, free shipping, or a free trial extension, for example.
Restaurant search and discovery app Zomato does this brilliantly with a simple, one-line text field that encourages users to share whatever quick thoughts they have — with an invitation to send more detailed feedback to a dedicated email address.
DO: Make Surveys Easily Discoverable
Now it's your turn to start collecting valuable user insights. Remember to keep your surveys short, targeted, and easy to use. By following these best practices and incorporating simple feedback loops into your UI, you'll be able to gather actionable feedback that will help you improve the overall app user experience.