When done correctly, surveys (and polls) provide a way to quantify user opinion. Mobile app surveys can be used to gauge user satisfaction, get feedback on new functionality, understand why a feature isn't being used, or simply to collect feedback quickly.
Conduct surveys the right way comes down to aligning with these five best practices:
1. Segmenting the audience
To generate results that are useful and valuable, segment the users to survey. For example, if your survey is about feedback on a new feature, survey, only the users who use the new feature and initiate the survey immediately after the new feature is used. The most genuine responses will come at that moment: right after they try the feature the first time.
If you are surveying to gauge overall app satisfaction, segment the audience based on a minimum number of app sessions within a given timeframe.
Make sure your audience segment excludes these two types of users:
- Dormant users who activate should be omitted from the survey pool to minimize friction upon their re-activation. This will optimize for retention, which is likely a goal far more important than survey completions
- Users who never respond to your surveys must be respected. By understanding user preferences, you minimize the risk of annoying them or giving them reason to uninstall
2. Keeping it short and simple
Resist the urge to solicit epic-length feedback. Value your users’ time and cooperation, and understand that free-form answers are not easy on mobile. Asking open-ended questions (especially with required fields) is inconsiderate and will cause frustration with your survey and your app. Instead, offer pointed questions with few options. Keep it short and simple.
3. Ask one question at a time
Be concise in your request and aim for clarity and brevity. Avoid asking complex questions or having multiple goals for the survey. Make the experience a seamless one by using mobile native gestures to get quick answers, such as swipe right for "yes."
4. Personalize the responses
Don’t show all users the same “thank you” message regardless of their response. Show them that their opinion matters by either thanking them, giving them what they want, or soliciting more information.
5. Don’t abruptly end the conversation
When a user responds to a survey, many times, there is an opening for a conversation. Do not abruptly end the conversation. Instead, honor your users by showing them you use their feedback to improve. For example, if you survey users about why they are not using a certain feature and they choose a response like “I don’t know how to use it,” consider popping up a response thanking them for their time and suggesting a video tutorial of how to use the feature.
The differences between polls and surveys
While political polls and mobile app surveys may have certain things in common, there is one element that sets them apart. It has been argued that political polls are useless, while mobile app surveys can reveal insights that can help you optimize your app, improve the user experience, increase retention, and reduce churn. Mobile app surveys are anything but useless.
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