With the possibility of running surveys within your mobile application, you can take your product or its development process to a new level, building on a stable foundation of user insights. As a smart product manager or developer, you should cherish a chance to delve deep into the user feedback. But what should you ask for? Here are some of the questions you can use, as well as benefits you can gain from running mobile app surveys.
Let users participate in your app’s growth
In the early days of your app’s life, a series of well-targeted mobile surveys asking users questions can be extremely beneficial to your time and resources put into your app development. Knowing what features and elements need improvement or do not work correctly, or understanding if a feature is obsolete to your users is an obvious benefit. We can divide these questions into three groups. Let’s tackle the first one:
Early development technical questions:
How does the app run after the update?
You may have tested extensively before rolling a new update, but the user might just have a unique issue you were not able to test for. Or they run a system you didn’t have time to test. Use additional tools to filter responses based on the device used to locate why the update might not work as expected.
How do you like the app design?
Your users’ esthetic preferences might be a subjective matter… Unless they form the majority. Your company’s style and design might not exactly fit your user base. If you have doubts about the design then you should better find out early and avoid chasing those esthetic-savvy users away.
Early development feature scouting:
Can you describe a situation in which our app is most useful?
Get an idea for that perfect scenario between your app and your users. It might differ from your initial projections but it is the ideal situation you should strive for. This question will give you insights into both where you should focus your resources but also what functions you should be communicating more clearly.
Is our app helping you achieve your goals?
If your app is a tool that is getting a job done for your user than it is definitely on the right path. If your app is helping your user solve a problem than you are a step closer to building a lasting relationship with them. Identifying your users’ goals is crucial so follow-up the positive answer with the question below:
What goals are we helping you achieve?
This follow-up will help you identify the job and the user who is aiming to perform it. You may be surprised what goals your users actually have, and what they use your app for. Knowing this will give you a chance to target new user groups you didn’t think to target before.
Are there any functions you would like us to add?
If your user has an idea of a function that would help them achieve their tasks, all they need is a chance to voice it. Don’t be afraid to ask your users what function they see as a perfect fit for your app.
How would you rate this new feature?
Once you implement what your users are asking for, make sure it is indeed working as intended and meeting your users’ expectations. Use this question in the early days after releasing a new feature. Should you get negative responses – act quickly.
Prioritizing Features questions:
How often do you use the following features?
This will give you an idea of what feature is the most popular or most often used. Identifying the most useful feature for your users can be extremely beneficial. Always make sure this feature works properly and is readily accessible. To get a wider overview of how your users feel about the feature of your app, follow up with the question below:
Which of the following features do you use least?
You might be spending your resources on a feature that is not in fact significant. Once you get an idea of your least popular features, you will be able to decide if they are indeed necessary for your app, or if your resources would better be spent on a different one entirely.
Should this feature be above (on top)?
The users might want the access to a feature to be quicker, even if it is not the most popular function. Compare your answers to this question and design your menus and UIX according to the user input.
Keep your app-store ratings high with user feedback
App-store ratings are tricky. For starters, they are not entirely reliable as a review platform as people rate apps for non-obvious reasons. Negative experiences with an app tend to attract more ratings than positive ones. On the other hand, positive ratings are often not very objective. Nonetheless, ratings play an essential part in the decision-making process for a potential user. To encourage your users to give positive reviews, and to protect your ratings from negative feedback, we advise you to use the following set of questions in the order specified below. Start from the first one:
How would you rate our app?
If you released your app recently and you don’t have an estimation on how well it will be rated, run this survey and target users who have spent at least a couple of hours in your app. The answers can give you a general idea about the app store rating you can expect from users. In order to keep your ratings protected, wait for some more time and survey the user with the question below:
Would you recommend this app to your friends?
Yes, it is crucial for it to be an NPS. This type of survey gives you a rating from 1 to 10. Everything up to 6 is a detractor, 7 and 8 is neutral but still worth querying for more feedback. People who answer 9 and 10 are your promoters. So, to those promoters follow up with a question and call to action:
Great! Would you like to give us a Review?
A positive answer to this question leads the user to the app store to give you a rating. Note that you should only show this question to promoters. To keep your ratings high you want to avoid detractors and neutrals giving the rating. But just avoiding them is a terrible and dishonest practice. Show the following question to the neutrals instead:
What is the reason for your score?
This one should be asked to the neutrals, the ones that answered 7 or 8. This should give you an idea on how to convert those neutrals to promoters in the future. As for the detractors, phrase the follow-up question like this:
What can we do to improve?
Never be scared to collect that negative feedback. This question not only shows your users that you care about them, but it will also give you the most actionable feedback possible – a direct instruction on how you can keep your users satisfied.
Enhance your app’s functionality
A good mobile SDK for surveying will provide you with a range of tools that you can actually use as additional functionality for your mobile application. A survey tool is, in essence, a channel of communication and you can use it for more than just statistics. Here are some examples.
If your tool has a contact form survey than you just got a free extension for lead hunting. You can also use contact forms to scout for beta testers or those loyal users who are willing to be of more assistance to you and your product.
How about using contact forms for sales or invoice billing? You can generally save some time and space in your app this way.
Be it a star rating, smiley scale or an X out of 10 surveys, you don’t have to limit yourself to NPS, Customer satisfaction or service ratings. You can use ratings as a function of your actual application’s job. If your app is a social hub of sorts the users can use these rating systems in relation to each other, processes between them, submissions, actions or services. This section is only limited by your imagination and ingenuity.
Open-ended questions can be used in an endless amount of ways limited only by your creativity. Maybe you are collecting love letters from users? Do so in an open-ended survey disguised as a message. Are you worried your help section might be missing something? Place an open-ended survey at the end asking the user needs any other assistance and if they found what they were looking for.
Maybe you didn’t create a commenting system in time for the launch. Just use open-ended surveys in the meantime.
Adapt and be creative
As a product manager, or working closely with your product team, establish exactly what role your app has and what goals it aims to achieve. Then compare how it is used currently and how well it reaches those goals. Surveys should be used to bridge the gap between one and the other.
Wherever your analytical and benchmarking tools cannot provide, surveys can – both qualitatively and quantitatively. So don’t stop at using ready-made mobile app survey questions, like the ones provided by our template library. Use your surveys targeting tools to the limit and creatively adapt your questions to your app. If you are still hungry for knowledge, have a look at our Guide to Mobile App Surveys.