What is an In-app Survey Anyway?
Let me help you understand this with an example!
If you have used a food-delivery app, you might know that a question pops up as soon as your order arrives.
I use Swiggy to order food, and every time the order gets delivered, the app pops up a feedback page to rate the delivery.
The image below shows the screen.
Here, you can add your rating and even add comments about what you liked and what you didn’t.
This is what in-app feedback looks like.
Hence, in-app feedback is the process of capturing user feedback while the user is using the app.
This is done to ensure that the users speak about the good and bad things they are currently experiencing.
The chances of misunderstanding and forgetting in the case of in-app user feedback are less. Therefore, you can capture organic feedback.
When it comes to the categorization of user feedback, there are primarily two types of in-app customer feedback: general feedback and contextual feedback.
- General feedback
General in-app user feedback is about the overall experience of the user with the app.
In this, a user can elaborate on any issue or pro that the app has. There is no specific thing that the user has to answer.
There are several ways to do this, such as a feedback box that the user can use anytime to report anything that is wrong with the app.
Besides, mobile app surveys, where users can rate the app, and NPS surveys, where the user can rate their overall experience, also count under general feedback.
Let’s take the example of WhatsApp here!
The app provides the following feedback box to the users!
- Contextual feedback
Just like the name suggests, contextual feedback is related to a particular context of the app.
For example, unlike general feedback, contextual feedback is focused on capturing insights related to a particular feature or update.
It can be captured with the help of a pop-up question immediately after the user has completed an action. You can also use a feedback form in place of a pop-up question.
There are several apps and games that have this feature.
Uber has the feature of providing the rider and the driver feedback after the ride is complete. Another example of this is Swiggy, as already highlighted above.
Benefits and Downsides of In-app Customer Feedback!
Well, everything has its pros and cons, and so does in-app customer feedback. While there are two types of in-app user feedback, the pros and cons of both of them are integrated in the following sections.
Benefits of In-app Feedback
- Increased response rate
The best thing about the in-app customer feedback is the response rate. As per stats, the average response rate of in-app surveys is 13%.
Therefore, there is no better way to boost the response rate of your survey than posing the feedback question when the customer is active on the app.
Here are some strategies to improve the response rate!
- Enhanced performance monitoring
As real-time monitoring is possible with the help of modern-day feedback tools, businesses can monitor the activity of their customers to pinpoint any performance issues.
For example, if a person is clicking on a button that is not working. By analyzing rage clicks, the issue can be spotted and fixed.
Moreover, you can use AI survey tools like Converse AI in real-time monitoring of user reviews and comments to sense any negative feedback.
Based on that, in-app feedback methods can be activated.
- Context-sensitive
in-app feedbacks are context-sensitive. For example, as soon as the user completes a step, like making a purchase, exiting the app for the first time, or posting a review, these tools can immediately push in the feedback form or question.
At this time, the experience of the user is fresh and organic in their mind. Therefore, you are bound to get the exact feedback.
Based on the targeting settings in the in-app feedback tools, you can pop up the feedback survey only on certain screens of your app.
You can target it to first-time users, first-time purchases, etc.
- Better product optimization
With an in-app feedback feature, you provide users with the ability to choose their liked and unliked features.
While some features of your apps will be liked a lot, there will be some that may not garner respect.
This will allow you to pinpoint and improve those features for product optimization.
Drawbacks of In-app Feedback!
- Introduces intrusion
Imagine you are playing your favorite game, and after you complete every level, the feedback survey pops up.
While this is used for feedback collection, it may seem intrusive to the user.
Therefore, instead of providing feedback, the user may skip it altogether or may uninstall the game in frustration.
This may be similar to those apps that are full of ads. In some scenarios, in-app feedback can be intrusive.
- Unclear context
So, think about this. You asked your users about their liking for a particular feature in an app, let’s say, the community feature in WhatsApp.
Let’s say most people will say it is not required. Now, you know that features are not liked by people, you don’t know why.
This is where context comes into the picture. Till the time you don’t know the why behind it, you cannot plan on removing the feature or improving it. This issue is primarily seen in the case of contextual in-app feedback.
What are the Different Ways to Collect In-app Feedback?
There are several diverse ways to collect in-app feedback from users. Here are some of the most employed methods!
- In-app notifications
This is a type of notification where the feedback form pops up when a user completes a step in the app.
For example, if a user adds the product to the cart and makes the payment, the pop-up can say, how would you rate the buying process?
Another example of in-app feedback is when the user gets their food delivered, and the app pops the question to rate the delivery of the product. An example of this can be Zomato.
The form asks about the delivery partner’s service and food quality.
- Feedback via AI chatbots
As 34% of customers find chatbots to be helpful in customer service, several businesses have integrated them into their business apps.
Apart from serving customers regarding their issues, AI chatbots can also be used to capture in-app feedback from users.
The best thing about integrating a chatbot for in-app feedback is that while users can submit their feedback and opinions, the chatbot can learn and be more personalized with the users.
Furthermore, the feedback can be effective in improving the products.
- In-app NPS
If you want to know about the degree of satisfaction or dissatisfaction of the users, NPS feedback is the best way.
You can probe your users with an NPS survey to see how much they like or dislike the app. Based on the NPS score, which is considered good if it is over 50, you can understand the urgency of improving the app.
- Exit surveys
I have seen that most of the business tools that I had used for mine have this exit survey where there are questions regarding your overall app experience.
Well, I have rated a lot of them as not good, but I have realized that they take these forms very seriously as a lot has changed in those tools since I last used them.
These exit surveys help brands improve their products further while keeping user feedback in mind.
Asana is a great example of this. Here is a reference image of its exit survey.
Top In-app Feedback Tools
While there are several UX research tools that have the in-app feedback feature, it can be tough to filter the most relevant ones. It took me a lot of time to do it. But here are the tools that I think are worth using for in-app user feedback.
Qwary
Qwary is an ingenious tool that has this feature of in-product feedback.
The feature allows you to add contextual feedback questions into your customer feedback app for insightful information. Here are some primary features of it.
- Seamless installation and integration with the help of JavaScript SDK, Google Tag Manager, Flutter, React Native, and Android SDK.
- Faster and effortless survey creation.
- Targeted and timed feedback questions based on user data.
- Real-time and interactive user feedback analysis and insights.
Pro-Tip: You can leverage the power of AI survey tools like Converse AI to further transform the in-app feedback process.
GetFeedback
GetFeedback is another great tool for in-app feedback.
The tool has several innovative features that help you track user feedback across their entire journey.
Here are some of the best features of GetFeedback.
- Support for different integration tools for data storage, analysis, feedback alerts, and more.
- Powerful analytics panel to see all the data from different channels in one place.
- Easy to create customized dashboards out of provided templates.
- Send out surveys across multiple channels.
Hotjar
Hotjar is one of the prime tools in the market that is widely famous for its heatmap features.
The feature allows marketers and product managers to visualize user behavior on the website and app.
- Targeted in-app surveys based on user action within the app.
- Seamless and dynamic content analysis based on the heatmaps in the app.
- Narrow down the session recordings based on u-turns, rage clicks, and errors.
- Interactive dashboards for clear and concise insights.
Survicate
Survicate is somehow the master of the in-app surveys with its customer feedback automation features.
The tool encapsulates a mobile SDK that is easy to launch to use in-app feedback features.
Here are its features!
- Run any of the recurring surveys or one-off quick surveys to collect relevant user feedback.
- Advanced targeting and triggering systems to target users with pop-up micro surveys at the right time in the app.
- Faster web app survey creation with the help of over 125 templates.
- Get a whole bunch of utilitarian integrations for data collection, feedback alerts, product management, etc.
Conclusion
I think that, by all means, in-app customer feedback is an awesome way to know about the customer experience. First of all, as the customer uses the app and the feedback question pops in front of them, you are sure to get unbiased and exact feedback in maximum cases. Furthermore, with real-time feedback analysis, the respective changes in the app can be done quickly.
However, when it comes to creating in-app feedback feedback, you need to rely on the best tool. Among all the tools described above, I would definitely recommend in-product surveys by Qwary.
FAQs
- Why is customer feedback important for product development?
Customer feedback empowers informed decisions, competitor analysis, and insight into user preferences, leading to better products.
- How to ask for in-app feedback?
There is a proper strategy to convince the user to share their feedback in the app, which includes keeping the survey short and targeted, having a goal for the feedback, and pitching at the right time.
- Is rating in-app related to in-app feedback?
Yes, in-app rating is linked to in-app feedback. It helps understand current user experience and future expectations.
- How frequently should you get in-app feedback?
Though there should be a way to seek feedback from the users at all times, it is best to seek feedback every time a new update is pushed.
- How can I add the in-app feedback widget?
There are certain tools that allow you to create a feedback widget. It can be done within the tool by using an SDK. Qwary provides you with a JavaScript, Android, React Native, IOS and flutter SDK to create and add a widget within seconds.
