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7 Points to consider before you collect In-App Feedback
CloudCherry | Featured | October 4, 2016
As an app publisher, ratings and comments on Play Store and iTunes give you an understanding of overall likeability of your app and the key reasons driving it. But in many cases, you do not get enough quantity of feedback from these ratings to take a call on whether something is a one-off problem or whether it is a recurring issue. Further, to delve deeper into any issue, additional feedback mechanism is required. This is where a formal feedback process becomes necessary. Broadly, there are two main objectives of such feedback.
– To make improvements in usability of the app. For example, a gaming app which uses feedback to improve gaming experience.
– To track and take action on offline experiences enabled by the app. For example, the driver and customer ratings in cab aggregators like Uber.
However, feedback collection for apps throws up some challenges.
1) People don’t like filling surveys.
2) They can be considered intrusive.
3) Mobile screens are already packed with information and there is no space left for feedback.
4) Over the years, users have tended to ignore feedback requests as an instinctive reaction.
To overcome these challenges, there are several aspects to be considered before choosing a mobile app feedback software. We highlight 7 key ones below.
The feedback plan follows directly from your objectives. These can vary based on the type of your app and your own business objectives. Do you want to improve app usability and in what ways? Do you want to get feedback on offline activities linked to the app (like drivers in cab aggregators)? Do you want to simply increase your app store rating? Do you want to take corrective action with each individual customer who gives a poor rating in your feedback system? We suggest listing down your objectives first. Ask all the stakeholders in your company. This will give clarity to the in-app feedback plan.
Put yourself in the shoes of your customer and detail every aspect that the user experiences with your app from beginning to end. If the app has offline elements, map those as well. This is the start point for any feedback plan. Always remember that the journey starts much before the app is downloaded (how did they come to know of your app) and includes uninstalling your app (yes, this should also be a breeze!). The devil is in the details; do not miss on any experience that they have with your app.
Every experience is a feedback opportunity. You are definitely not going to ask feedback at every opportunity but knowing the journey helps develop empathy. You may come across something that you never thought of before.
Once you have the app journey in place, you need to decide what to ask and when. This flows directly from your objectives. Some of the current approaches that work are: –
– A single or a few questions at crucial points in the experience. For example, a 5 star or a NPS question after using the app, on exit. This approach is best done within the app itself.
– A full survey to a select set of users based on criteria like usage. In this case, the permission for long survey may be taken in-app but the actual survey is best done outside the app. For example, an email survey link can be sent so that users can respond to it at leisure. High involvement should typically be acknowledged with an incentive. How about giving some goodies branded with your app logo? That’s a good way to reward your users!
You have higher chances of success if you engage the users across multiple channels. Give users the option of giving feedback on the channel that they are most comfortable with.
In-app feedback is great for quick feedback like a single question but for longer surveys, other channels need to be used; which allow users some time. You can use channels like email links, SMS links, QR codes and CEM Bots.
No one likes to see the same feedback requests daily! You need to strike a balance between achieving enough feedback data and avoiding irritating or overwhelming users. There are two broad ways of throttling feedback within an app. You can stop soliciting feedback based on survey initiation or receipt of feedback. In the former, the throttling is high, since anyone who has been requested for feedback will not receive another request for a certain chosen time period irrespective of whether they have answered or not. In the latter, throttling is low since those who don’t give feedback would receive additional requests within the chosen time period. Only those who respond will not receive additional requests in the same time period.
The time that you choose for not sending second request is the ‘Silent Period’. Typically this is 30 days but it can vary based on the situation. Factors which influence this period are number of users, feedback numbers targeted, speed with which you need new feedback etc.
Your users should experience a seamless user interface. The feedback section of the mobile app feedback software should not look out of place. This is also key to getting a good response rate.
You need to take a decision on how much development you would like to do on your own versus outsourcing. Doing it in-house takes time, you may not have all the resources. However, integration with your app is probably easier. Outsourcing works very well to do things faster, there are readymade solutions available. Just make sure you consider factors like integration of the mobile app feedback software with your app and user interface while deciding on the vendor.
Forced feedback can be considered intrusive. Generally, only established apps force users to give feedback. However, if the parameter is such that you must get feedback on it at any cost, this can be considered. Just remember the pitfalls.
In most cases, users have the choice to skip feedback. To get high rates of participation, you need to make sure that the feedback is asked at the appropriate place in the mobile app feedback software in an engaging manner. So, smileys will work better than plain radio buttons! The user needs to be assured that the feedback will be quick and the results will be used for improving the app. If a user gives a feedback, take action and inform them about what you did, they will feel good that you care and will surely give more constructive feedback in the future. Make sure you give multiple choices to the user; they are pressed for time. For example, have an option for emailing a feedback survey link if they are willing to spare time later.
Consider the points above while developing and executing your mobile app software feedback plan. After collecting data, you also need to take action on feedback, especially the negative ones. Collecting feedback is the only means to an end: an improved mobile app.