It goes without saying in-app analytics is a must for your mobile strategy. It helps you understand how well your app is performing and which are the best and the worst features in the app. However, that’s only the tip of the iceberg. How do we know exactly how users feel about our app? Are they willing to take the app to their friends or for which reason they left our app to use a similar one? Apparently, in-app usage data can’t give you the answers in this situation unless you talk directly to the users.
Feedback can give you more details about the app and where to direct your development efforts. At the end of the day, adding it into your marketing strategy is a no-brainer, but there comes a challenge. Quite often, communicating with app users is at hands of the two giants, Apple and Google. Many people nowadays don’t need an account to use the app, which means you can’t just contact them via email. Even if they do have one, they probably won’t read your ‘spam’ email. Chances are you should forget about conventional ways, it’s time to be creative with the 3 following methods:
First, ask your users for in-app reviews/feedbacks. You must have come across this kind of in-app review many times when using mobile app. There is nothing ground-breaking here, but it works like a charm. This method is very simple as iOS/Android developers can set up a request for users to rate the app and leave a review. However, choosing the right moment to show your request is what matters here. Imagine you need lots of reviews for your new game, would you like to send the request when your user just lost the boss fight? Do you want to ask the first-time player for feedbacks or wait until he passes a specific level in the game?
Second, use Net Promoter Score (NPS) surveys. It has been proven that NPS is a powerful method to measure how general customers feel about your product and service. The reason is that satisfied customers are more likely to recommend your app to their friends and families, but how often will they do it is a not-so-easy question to answer. That’s when NPS comes into play. Though NPS was revolutionized in 2000s mostly for corporations, many start-ups have recently seen phenomenal growth by incorporating this metric as a part of their marketing strategy. The best NPS surveys don’t need to look complicated to annoy users. They usually include one question. For example:
“How likely is it that you would recommend my brand/product/service to a friend or colleague? (Answers are based on a 0-10 scale)”.
It’s simple, straightforward, and wouldn’t take your users more than 30 seconds to make a response. Similar to asking for reviews, you can send NPS survey to them via in-app messages, push notifications, or traditional emails. Again, pick the right time to show the message or you may end up losing a customer.
Third, get help from support communities. To many mobile start-ups, reaching out to users for feedback by using in-app messages is considered too late. They don’t want to wait until the app is officially released on store. Hence, a better source for customer feedbacks is support communities. It’s not uncommon that many off-app communities have been created so that users can voice their opinions and engage with the development team. For instance, many game studios ask their loyal fans to help with Beta-testing. They love the previous games and the studio, thus, they are more likely to support the team by writing supportive feedbacks. It’s actually a win-win as the team gets great feedbacks for their new game and those loyal users will have better game to play with later on.
In short, these 3 simple methods will put you in touch with your users and get valuable feedbacks for the team. They may sound difficult at first, but the preference insights from users will definitely outweigh their cost. In case you still find it somewhat challenging, feel free to leave us a comment or even better have a chat with our data science team.