In-App Surveys: Benefits, Tips and Tricks

No one knows the users of your application better than the users themselves. So why not ask them any questions or desired features? No matter which category your application belongs to, user surveys will provide you with valuable feedback. In the future, you can use this feedback to improve the user experience and increase the conversion rate.

An app survey is a research method that allows you to take a closer look at the users of your product. A users survey will give you fairly accurate information about them, including:

  • what they are like;
  • what their needs are;
  • what they think is important about your app;
  • whether they like it or not;
  • whether it is easy for them to use the app or not.

The data that you receive as a result of such a survey will help you identify bottlenecks in your product that hinder its development. Or, on the contrary, it will identify potential product growth areas that will provide new opportunities, engage new users, and/or increase the loyalty of existing ones.


Table of Contents


Benefits of In-App Surveys

So why collect app feedback? In-app surveys will help you to:

  • Know your users betterю
  • Save costs on advertising your app to everyone, not just to the target audience.
  • Prioritize your product roadmap.
  • Spot unhappy users, boost user retention and prevent churn.
  • Correctly and clearly get the message across to potential customers.
  • Meet the expectations and needs of your target audience.
  • Identify your product’s strengths and weaknesses so you can constantly improve it.
  • Have new features approved by users.
  • Optimize your conversion rates.
  • Conduct market research.
  • Let your users know that their feedback is valuable to you.

The better and more accurately you do this, the more likely your users will stand by your side and refer many more friends to you.

How to Collect App Feedback

Companies and brands often use third-party services, such as LinkedIn polls, to collect feedback from app users. However, it is also possible to collect feedback right inside the app with the built-in polls, a feature that GetSocial offers its users. Besides collecting user feedback, polls also enable users to create their own interesting images or text-based polls.

Before you start collecting feedback, decide on your goals. Need to understand why people leave the app? Increase conversion? Catch bugs before they catch you? Questions are raised depending on the goals. Take note of the fundamentals that will work for any business and help you get useful feedback.

Speaking of the way to collect feedback, user research methods are divided into quantitative and qualitative.

  • Quantitative methods will accordingly give you numbers that you can then compare with each other. For example, age, gender, number of cars in the family, etc.
  • Qualitative methods give you an idea of, say, the professional activities of those people who are your target audience.

You can ask questions in different forms, such as:

  • An interview – you are talking with the user one on one.
  • A focus group – you are talking with several users.

These forms of communication will give you an idea of ​​what users think about your product:

  • Statistical analysis of your app traffic. The analysis will only give you behavioral indicators, but they are quite objective: how many people open your app, when they do it, on what days of the week, how often, at what time of day, etc.
  • High-quality usability testing is testing that reveals the problems of the app’s interface: which UI elements interfere with people, how they are placed, etc.


When to Conduct an App Survey

The best time to conduct a users survey is when you know the following:

  • that you can obtain the needed information precisely through a survey;
  • that this information is quantitative and mainly aimed at studying the opinions of users;
  • why exactly do you need the results of this survey, i.e., how you will use them in your work.

That is, you do not just need something, but you should clearly know how the survey results will help you improve your app. Before you start a serious survey with the expectation of significant results, we recommend that you practice, otherwise the results that you get maybe invalid, unused, or simply unnecessary.


What to Ask in an App Survey?

Now we are going to present some sample questions that will give you an idea of what you can ask your app users.

Why have you decided to install our app?

An answer to this question will help you to find out why users install your app and also if you pay attention to their “wishes”. Sometimes the answers to this question can be very surprising. Or you will understand that you did not even know about some of the desires of your users. Maybe you have misidentified the target audience? Are your users getting the information that they need? Analytics shows how many people open the app, and feedback will tell you why they open it.

Was it easy for you to use the app?

This is a convenient question if you want to know if it is easy for your app user to find what they have downloaded the app for. And after getting an answer to this question, you often have to “reverse-engineer” the app’s interface and navigation. If the user cannot find something in your app, it is easier for them to go to your competitors and not waste their precious time on you.

Do you have any questions that remain unanswered?

This is a perfect option to instantly improve something in your app. Potential customers and even regular customers want to know more about the company, products, or services before making a new purchase. If they do not get this information from you, then they will get it from someone else who can do it better.

You interact with your own app every day, so sometimes you cannot notice obvious things. Therefore, the answers to this question can be like a cold shower for you. Get ready to learn a lot about the app, and be prepared that this information will not always be pleasant. Asking users to talk about negative experiences with your app is a frustrating idea, but sometimes this is the most valuable information that you can get from them. Basically, you are asking them to talk about the barriers to conversion. That is, about something that prevented the desired action from being performed.

Other questions

  • App improvement: “Help us improve the app. Tell us what you like and what you don’t.” “How can we improve our app? If there is one thing you could improve on the app, what would you like to change?” “How can we make the app more convenient?”
  • Features: “How would you rate this feature?” “Did this feature help you?” “How can we improve this feature?” “Did we miss something important?”
  • Cart abandonment / Purchase: “Why did you give up making a purchase?” “What worried you the most at checkout?” “Do you have any questions before completing your purchase?” “Did you have any problems with your purchase?”


How to Improve Your Surveys? Tips and Tricks

We have collected some useful tips that may help you to improve the UX of your app feedback surveys and make the users interested in completing them.

Tip #1: Keep your questions short

Do not ask more than 5 questions in a single survey and use only one screen per question. In addition, do not mislead the user – show how much of the poll they still have left until the end. At the same time, if you have too many questions (which is almost impossible to avoid), try not to use a progress bar in order not to overwhelm the user.

Short polls have much better pass rates, and, most importantly, they are more objective. It is very difficult to endure 30 minutes of answering questions and still answer the last ones honestly and with involvement.

Here’s how the McDonald’s app uses percentage to indicate the progress of their customer satisfaction survey:

Tip #2: Use open-ended questions

Multiple choice and yes/no questions have their benefits. For example, they make it easier to understand which audience mainly uses the app, how often they make purchases, etc. In other words, multiple-choice questions will help you “calculate” feedback and statistics.

But often, surveys in which users can write their own answers are much more effective as they provide insights that speak the user’s language. Therefore, do not abuse multiple choice questions – it is better to start a survey with them, and then ask something open, depending on the answer.

Human, a fitness and activity tracker app, uses exactly such a scheme. First, they ask the user to rate the app by using smileys. After that, they ask a multiple choice question and finish the survey with an open-ended question.


Tip #3: Allow users to skip the survey

Not all users are ready to answer the survey right away. Therefore, your app should always give them an option to skip or postpone the survey. We have already mentioned the Human app. This app offers at least two ways to skip the survey – “Not now” and “Dismiss”:

Tip #4: Expect honest answers

Collecting user feedback should always be based on information that you can actually use. Write the questions and answer options in such a way that you will get the most honest feedback possible, not just what you want to hear. An example of a biased question: “Don’t you think that keeping a history of your orders can be more convenient?”

In the question itself, there is already a tip for a certain opinion – hmm, yes, perhaps it would be more convenient. And if you consistently ask: “What do you dislike about the purchase process?” and “Would keeping a history of your orders resolve your issue?” – you will receive the ready-made material for A/B testing.

Tip #5: Do not be afraid to experiment

Working with feedback is a never-ending experiment. Compare the efficiency of questions, come up with new ones, and try different formats for collecting feedback. This way you will get even more helpful insights. For example, a large number of users write their own survey responses and you see multiple matches. In this case, it is better to pause the collection of feedback and start a new one by adding the most frequent responses.

Tip #6: Do not replace analytics with surveys

Do not ask users questions that are easier to answer with other tools, such as analytics. When you need to know at what stages of the funnel the most leads fall off, do not try to figure it out with in-app surveys. Instead, try to combine the qualitative and quantitative data by using analytics.

Remember that analytics answers the “What?” question whereas user feedback answers the “Why?” question. If you want to come up with a user-friendly UX, increase conversions, and make your customers the happiest in the world, you should listen to them.

Tip #7: Extend the engagement process 

If the survey interests the user and engages them in an active interaction, try to extend this engagement as long as possible. To do this, ask the respondent to share the survey on social media so their friends can also answer. You can also invite a user to read your survey results on the app blog.

Tip #8: Do not ask about the future

As a rule, questions about what a person will do next do not lead to reliable answers – after all, everyone can speak, but not everyone can just do it. It makes much more sense to ask what people have already done, what decision they have made. And you will know whether to expect any action from the respondent.


Over to You

App surveys are a great way to find out what users think about your app, what features they like most, and what annoys them. App feedback surveys can help you to identify the pain points of your users and resolve issues. If used correctly, materials that you have collected during the survey will improve the conversion of your app, retain the existing users, and engage the new ones. Through polls, you get important information and show customers that you are interested in their opinion.

The most efficient way to get feedback from your users is to conduct polls inside the app instead of using any third-party resources. As a result, the users will not waste their time on the following links but have the survey questions right at their fingertips. We at GetSocial can help you implement this feature in your app.

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