Mobile apps have become an important tool for many businesses. They can open new channels of revenue, enable you to provide more modern social media campaigns, introduce you to new marketing strategies and so much more.
But with a great app comes great responsibility and it all starts with understanding what your users want. In such a highly competitive mobile market, providing a good user experience has become very important. Collecting in-app feedback will not only give you the insights you need to boost user experience and the usability of your app, but also to keep your users loyal to your brand.
There have been several recent innovations in the area of in-app feedback that are worth mentioning. For example, in-app feedback can now be collected in a variety of different ways, including Webviews, APIs and SDKs. Additionally, some feedback software offer a visual feedback feature, which gives mobile users the opportunity to submit screenshots along with their feedback. This is great for identifying bugs and usability issues right off the bat!
So, let’s see why you should be collecting in-app feedback :
Helps you provide in-app onboarding process
Studies reveal that 90% of all downloaded apps are used only once and then eventually deleted by users. This is obviously not something you want for your app.
To prevent users from deleting a mobile app, most designers create some sort of onboarding process. It is a way of getting your users ‘onboard’ – or better acquainted – with your app. This includes showing them how to complete tasks and engage with the app in the easiest and most efficient manner.
The most popular way to do this is to create an interactive tour that walks your users through how to use the app. Alternatively, you can add tips on empty screens (not yet filled with data) or try gamification. Aside from these examples, there are plenty of other ways to get your users up and running. For more tips, be sure to check out this article.
These onboarding methods not only inform users but also serve as ideal opportunities to learn more about your users, see which problems they’re facing or determine which steps are difficult for them to understand. Knowing that, you can start improving the process for future users.
One of the most effective ways of onboarding is by using activity-based feedback. This means that depending on how far your user has come in their onboarding, you can ask them why they’ve stopped moving forward or alternatively (if they completed the onboarding), what their overall experience was.
You can now prioritise your roadmap
Usually, while building a new app, teams have tons of exciting features on their roadmap. Responsive design, customization, social media login, offline capabilities, speed, etc. rolling out all features at once can be not only overwhelming for your app users, but it can also cause quite a bit of chaos in the UX department. Try starting off slow and test as you go.
Insights obtained from collecting in-app feedback will provide you with an indication of which features are highly valued by your users and which features could use a little TLC. For example, you can try using touch heatmaps to find out where your users are focusing their attention. This knowledge will also help you prioritise your entire mobile roadmap so that you are better equipped to meet or even exceed the expectations of your users. Note: this will vary from app to app depending on the context of the app!
Helps you (consistently) monitor in-app performance
Consistently monitoring your app’s performance is critical, especially when you are launching new features or plan to launch new features. After all, it’s technology… things can go wrong and not fixing them in a timely manner will put users off to your brand.
Are you familiar with the Lean Start-Up methodology? According to this method, applying short feedback cycles before building a product (e.g. a mobile app) is the key to creating a successful product. By collecting feedback in cycles, you can continuously test how your app is performing and later make the necessary changes to enhance the performance.
You can engage more with your app users
On top of providing you with deep insights into the customer journey and user experience, in-app feedback can also give you more detailed information about your users. For example, you can collect metadata from users such as demographics, browser type, OS and more. This data can then help you form personas.
Try cross analysing these personas with the other kinds of feedback results such as NPS or CSAT and you’ll be surprised to learn how powerful these insights can be. In fact, they will give you the chance to provide a more personalised experience for your users.
Not to mention, most feedback tools collect this feedback in real-time so you know exactly what’s going on in your mobile app all the time.
Great financial investment, that can also help you save money
That’s right. Last but not least is the financial benefit of having in-app feedback!
Adding new features and altering the existing ones can be costly if these decisions are based on presumptions. By collecting feedback from customers who have experienced your app first-hand, you will be much better equipped to make meaningful changes to your app.
After collecting the feedback, the next step is to summarise, classify and analyse the results. This understanding of where you’re going wrong (or right!) will put you on the right track to adjusting your app roadmap and achieving great success in future!