It has never been easier, quicker, or more effective to find out what your customers think about you. For that we have mobile to thank. Unfortunately this doesn’t mean that asking for that feedback is always done well, and it is easy to annoy your customers and lose out on their participation. That matters, because for feedback to be valid it is essential to gather a truly representative sample of responses, and if participation rates are low, that’s unlikely to happen.
Although there is no such thing as a ‘silver bullet’ when it comes to this area, fortunately there are a number of techniques that you can implement and adhere to that will increase your success. Getting app feedback right is a profoundly powerful way to improve your customer satisfaction strategy - particularly if you make sure to act on it. So it is important to learn how to do it. Here’s how:
Target the Right People
First of all think about who you want to get feedback from. It doesn’t make much sense to target brand new users who have barely used your app, or users that haven’t used your app for a long time - they will distort results. Instead target active users who have, for example, used your app at least twenty times. It may sound obvious, but it is these users who will give most insight. Of course in some instances, when you want feedback on specific features, your target audience may change. If you are looking for feedback on your onboarding process, for example, ask users who have had 3-5 sessions. They’re less likely to have forgotten!
Talk To Users In The Right Way
Next, think about what kind of language to use. Smartphones are very personal devices and this is reflected in messages from apps. We find that conversational tones which are simple, personal and contextual work very well. However, if you’re not sure what your mobile ‘voice’ should be, A/B test in small, random groups to find out works best for you. From a visual perspective, Swrve lets you create surveys that perfectly match your brand style guide, including custom fonts and emojis. Oh, and include an image too - this has a major impact on engagement!
Ask Users At The Right Time
It is vitally important to understand when to deploy your app feedback survey. The last thing you want is to distract users from making a purchase or an important transaction. Think about the points at which they’ll be most likely to provide feedback, and focus on delivering app feedback campaigns in a way that feels natural. This usually means triggering a campaign after a user completes a significant event, like booking a flight, being accepted for an overdraft, renewing a subscription etc. Chances are they’ll be far more likely to agree to provide feedback - and make your results more representative as a result.
Support Dynamic Branching Campaigns
The real power of using a tool like Swrve is being able to take users on separate journeys depending on how they answer feedback questions. If they are happy with your app, that’s great, it’s the perfect time to ask them to rate your app in the app store. If they are undecided, perhaps they weren’t onboarded properly - so take them to a tutorial. Most importantly, if they leave negative feedback, take them to a survey where they can tell you why. The ability to learn where you’re going wrong so that you can fix it is often the difference between success and failure for your app.
Track Responses Carefully
Every marketer knows that tracking the performance of your campaigns is vital. Swrve analytics lets you track and compile user responses and see results in real-time, so that within minutes your product and marketing teams can view findings from the campaign, and identify issues as they emerge - rather than days later. That matters. For example, if there is a problem with the app that has become apparent due to negative feedback from the survey, acquisition spend can be shut off until the problem is fixed.