How do you get feedback from mobile app users?

Feedback is crucial for any mobile app developer who wants to improve their product, user experience, and retention rate. However, getting feedback from mobile app users can be challenging, as they may not be motivated, reachable, or honest enough to share their opinions. In this article, you will learn how to use different methods and tools to collect and analyze feedback from your mobile app users effectively and efficiently.

1 Define your feedback goals

Before you start asking for feedback, you need to have a clear idea of what you want to learn from your users and how you will use the information to improve your app. For example, do you want to measure user satisfaction, identify pain points, test new features, or gather suggestions? Depending on your feedback goals, you will need to choose different types of questions, channels, and timing to reach your target audience and get relevant responses.

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Gioni Gennai
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In every Voice of the customer program is pivotal to plan carefully what are the objectives, asking the wrong answers to the wrong persons is a waste of time, money and most of all customers' trust. Brand should be aware that their customers judge their experiences with a company along three dimensions: Success: were they able to achieve their goals? Effort: how easy or difficult was it to achieve those goals? Emotion: how did the interaction make them feel? Although all three of these dimensions are important, it’s been shown the emotion component has the biggest impact on customer loyalty behaviors, including their likelihood to repurchase from, recommend, or trust the company. The measurement of this KPI's should be always present.

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2 Choose the right feedback methods

Getting feedback from mobile app users can be done in several ways, yet not all are suitable for every situation. In-app surveys, app store reviews, email surveys, and user interviews are some of the most common methods. In-app surveys can provide instant feedback on specific aspects of your app, but may be intrusive and annoying if used too often. App store reviews can offer an overview of your app's performance and reputation, but may be biased or outdated. Email surveys are effective for getting in-depth feedback on your app's value proposition and user satisfaction, but may have low response rates. Finally, user interviews are powerful for getting qualitative feedback on your app's user journey and emotions; however, they are time-consuming and costly to scale.

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Apart from timing and channel selection, directing feedback requests to the right audience is pivotal. Just like in email or content marketing, targeting holds immense importance for feedback. In mobile apps, brands often possess insights into user behavior, interests, and preferences. It's crucial to refrain from seeking feedback on features or products that your customers aren't interested in. Brands should utilize tools that seamlessly integrate with internal systems, using offline and online data to enhance contact profiles. This approach ensures that feedback requests are directed accurately, avoiding unnecessary inquiries to the wrong individuals and streamlining the feedback collection process.

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3 Use the right feedback tools

To make your feedback collection process easier and more efficient, you can use various tools and platforms. SurveyMonkey is an online survey platform that allows you to create and customize your own surveys, as well as access ready-made templates and question banks. AppFollow is an app store optimization and review management platform that helps you monitor and respond to reviews, as well as analyze ratings, rankings, and keywords. UserTesting is a user research platform that helps you recruit and interview users, as well as watch and listen to their feedback. Additionally, Hotjar is a user behavior analytics platform that helps you understand how users interact with your app, using features such as heatmaps, session recordings, and feedback polls. All of these tools can help you identify usability issues, optimize conversion rates, and improve the user experience.

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For an XM program brands should contemplate investing in solutions that enable them to gather feedback across multiple channels. Employing a single solution for surveys, another for in-app feedback, and yet another for panel management and interviews can result in data silos. This fragmented approach could lead to a limited understanding of the overall picture and pose a potential risk of making incorrect decisions.

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4 Analyze and act on your feedback

Collecting feedback is not enough; you must analyze and act on it to make meaningful improvements to your app. To do this, you should organize your feedback by sorting and categorizing it according to your feedback goals, methods, and tools. You can also identify patterns and insights in your feedback by looking for common themes, trends, or gaps that reveal user needs, preferences, or problems. Additionally, prioritize and implement changes by deciding which feedback items are the most important, urgent, or feasible to address. Use a matrix, roadmap, or backlog to prioritize and track your feedback actions.

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5 Test and iterate your feedback loop

Getting feedback from mobile app users is an ongoing process that requires testing and iteration, and to ensure that your feedback loop is effective and efficient, you need to measure your feedback results, solicit more feedback, and repeat the feedback cycle. You can use analytics, metrics, or KPIs to measure your feedback results. To validate your changes and discover new opportunities for improvement, you can use A/B testing, beta testing, or user testing to solicit more feedback. And you can use a feedback calendar, a feedback cycle, or a feedback system to repeat the cycle and adjust your goals, methods, and tools accordingly.

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6 Here’s what else to consider

This is a space to share examples, stories, or insights that don’t fit into any of the previous sections. What else would you like to add?

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How do you get feedback from mobile app users?

1

2

3

4

5

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1 Define your feedback goals

2 Choose the right feedback methods

3 Use the right feedback tools

4 Analyze and act on your feedback

5 Test and iterate your feedback loop

6 Here’s what else to consider

Mobile Applications

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How do you get feedback from mobile app users?

1

2

3

4

5

6

1 Define your feedback goals

2 Choose the right feedback methods

3 Use the right feedback tools

4 Analyze and act on your feedback

5 Test and iterate your feedback loop

6 Here’s what else to consider

Mobile Applications

Rate this article

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