Mobile app surveys can effectively collect consumer data that can be used for quantifying user opinion and developing user engagement strategy. Actively running surveys is an easy way to gain a pulse on user experience, get feedback on app features and understand why a feature isn’t being used.
While your app and website usually gather a wide range of data, the raw numerical data doesn’t offer much contextual information that contains more detailed subjective opinions that would inform sound business decisions. Surveys can reveal the “why” behind the consumer data. If you plan to create surveys, take a look at these 6 best practices
1. Segment the pool
If you want to find out the user experience of one new feature, then only target the ones that just used that new feature. Timing is critical here: you will get the most intuitive and genuine answers immediately after the users used the feature for the first time.
Don’t annoy the users who never responded during the previous surveys. If you keep pushing them to fill out your surveys, you will also give them a reason to delete your app.
2. Determine your questions
Think about one most critical question that you hope to get the answer with your survey results. In this way, you will ensure that you don’t ask too many unnecessary and irrelevant questions and keep your survey concise.
3. Be result-oriented
When formulating your questions, don’t be afraid of digging in as far as you could. Take a look at each question and imagine what potential answers will be. If you can come up with more follow-up questions based on the answers, it means that you might need to dive deeper.
4. Keep it simple
Keep it short. A common pitfall is letting your urge of gathering as much data within one survey.
Value your user’s time by presenting no more than15 questions. If a survey is considered as too long with too many open-ended questions, they will be answered in a haphazard manner. When users get frustrated by the length of a survey, the value of the answer they give will diminish.
5. One question at a time
Besides the length, keep the individual question simple and concise. Since you don’t want to make the length epically long, you might just want to focus on one goal for the survey. You can steal the “swipe right for yes” idea from dating app Tinder, making the most of the mobile-specific gestures.
6. Personalize it
Just like how you personalize your email campaigns, don’t simply display a “thank you” note when the survey is completed. Appreciate the respondents’ time and tell them that their opinion is valued. You can show your appreciation by offering a genuine thank you note or giving out incentives.
7. Have fun with it
Taking a survey is also considered as part of your users’ overall experience with your app. So why don’t you enhance the experience and add in more interactions with surveys?
If you’re using event-based targeting, seek out mobile moments in the customer journey when your users have stronger emotions. Focusing on these moments allows you to point-cut into a single part of the experience and can lead to more actionable results if the feedback directly associates with the point of engagement.