In-app surveys help you gather real-time, actionable feedback during key user interactions. Here’s how to create surveys that improve products without disrupting the user experience:
- Set Clear Goals: Define the purpose (e.g., feature feedback, user satisfaction) and measurable objectives (e.g., increase NPS by 10% in 3 months).
- Timing and Placement: Trigger surveys at natural points in the user journey, like post-onboarding or after feature use, without overwhelming users.
- Craft Simple Questions: Use short, clear, unbiased questions (e.g., rating scales, open text) focused on one topic at a time.
- Use Tools: Platforms like Screeb simplify survey deployment and analysis while integrating with product management tools.
- Act on Feedback: Categorize responses (e.g., bugs, feature requests), prioritize based on impact, and communicate updates to users.
How to Create In-Context Surveys
Set Clear Goals for Your Survey
Having clear goals is key to running effective in-app surveys.
Pinpoint the Survey's Purpose
First, figure out exactly what feedback you’re looking for. Your survey should address your business needs and user experience objectives. Here are some common focus areas:
- Feature performance: Assess how well a feature works and identify any barriers to adoption.
- User satisfaction: Gauge users' overall experience and feelings about your product.
- Pain points: Identify challenges users face during their journey.
According to Screeb, surveys with a clear purpose are up to three times more likely to be completed compared to generic ones.
Define Specific and Measurable Objectives
Turn your survey's purpose into clear, measurable goals. This ensures the data you collect is actionable and aligns with your product strategy. Here's how to structure your objectives:
| Objective Component | Description | Example |
|---|---|---|
| Quantifiable | Use numbers | Increase NPS by 10% |
| Time-bound | Set a deadline | Within the next quarter |
| Action-oriented | Link to product goals | Reduce user drop-offs |
| Trackable | Monitor with analytics | Measure completion rates |
Think about both short-term and long-term impacts when setting goals. For instance, you might aim to gather feedback from 50% of active users in the first week, reach 40% adoption within 30 days, and maintain a satisfaction score of 8+/10 over three months.
With your goals in place, the next step is to carefully time and position your surveys for the best results.
Pick the Right Time and Place for Your Survey
Choosing the right moment and location for your survey can increase response rates and ensure minimal disruption to users.
Identify Key Points in the User Journey
The best surveys are timed to align with natural transitions in the user journey, allowing you to collect feedback without interrupting their experience.
| Journey Stage | Best Survey Timing | Purpose |
|---|---|---|
| Post-Onboarding | After 3-5 sessions | Understand initial impressions and setup experience |
| Feature Usage | Immediately after first use | Get feedback on specific features |
| Task Completion | Within 2 minutes of success | Gauge satisfaction while the experience is fresh |
| Account Milestone | After 30/60/90 days | Evaluate long-term satisfaction and loyalty |
When deciding when to trigger a survey, think about the user's mindset. For example, someone who just completed a task successfully is more likely to share helpful feedback than someone in the middle of an activity.
Match Surveys to User Context
Surveys that fit the user's current situation lead to higher-quality responses and better completion rates. Tailor your questions to what the user is doing or has just finished.
Good moments for contextual surveys include:
- After completing a tutorial, achieving a goal (like sending a first message), or reaching a milestone
- Upon returning to the app after a break
To keep users engaged, follow these best practices:
- Limit surveys to no more than 2 per month for each user, with at least 2 weeks between them
- Wait until the user has had at least 3 successful interactions before showing a survey
- Let users dismiss or snooze surveys to respond at a more convenient time
Data shows that targeting specific user groups based on their interactions can significantly improve both response rates and the quality of feedback [2].
Tools like Screeb can help you set smart triggers, ensuring surveys appear at the right moments for actionable insights.
Once you've nailed the timing and placement, the next step is crafting clear, effective survey questions.
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Write Clear and Effective Survey Questions
After pinpointing the best times to send out your surveys, the next step is crafting questions that collect useful, actionable feedback.
Keep Surveys Short and Simple
Shorter surveys tend to get more responses and better-quality feedback [3]. Stick to the goals you set earlier and ensure your questions are both clear and neutral [1].
Common Question Types:
| Type | Purpose | Example |
|---|---|---|
| Single Choice | Quick feedback | "How satisfied are you with this feature?" |
| Rating Scale | Quantitative data | "On a scale of 1-5, how likely are you to recommend us?" |
| Open Text | Detailed insights | "What would make this feature more useful?" |
Tips for better surveys:
- Keep it to 1-3 questions when possible.
- Begin with simple questions and move to more complex ones.
- Focus on one topic per question.
- Add "Not Applicable" options for flexibility.
Use Clear and Neutral Language
The way you phrase your questions matters. Clear, unbiased wording leads to more accurate responses [1][5].
Tips for Writing Better Questions:
- Use words your audience understands.
- Offer balanced response options.
- Explain any necessary technical terms.
- Avoid leading questions that push users toward a specific answer.
For example, instead of asking, "Isn't our interface user-friendly?", rephrase it to: "How would you rate the interface's usability?"
Avoid These Pitfalls:
- Questions that ask about two things at once.
- Overly technical language your audience might not know.
- Words that carry emotional weight or bias.
- Assuming users know something they might not.
You can also try progressive profiling, where you collect detailed information over time through multiple surveys. This keeps response rates high while gradually building a full picture of your users [4].
Once your questions are ready, it’s time to choose the right tools to integrate these surveys into your product seamlessly.
Use Tools to Make Survey Integration Easier
The right tools can simplify the entire process of in-app surveys - from designing them to analyzing the results - while smoothly incorporating user feedback into your product management process.
Screeb: A Feedback Collection Platform
Screeb makes creating and managing in-app surveys straightforward with its all-in-one platform. Here are some of its key features:
| Feature | What It Does |
|---|---|
| Targeted Feedback and Journey Insights | Allows user segmentation and touchpoint analysis for more precise feedback |
| Integration Options | Links survey data directly with product management tools |
| Customizable Deployment | Adjust surveys for different user scenarios and platforms |
Screeb offers various pricing plans, ranging from options for small teams to enterprise-level solutions with dedicated support.
Link Surveys to Product Management Tools
Survey tools that integrate with your product management system can make feedback actionable. Here’s why integration matters:
- Automated Categorization: Feedback is sorted and routed automatically, saving time.
- Trend Analysis: Spot patterns and generate reports effortlessly.
- Feature Development: Connect user insights directly to product updates.
To make the most of these integrations:
- Set up clear processes for gathering and sharing feedback across your teams.
- Use automatic categorization features to simplify analysis.
- Build systems to evaluate and prioritize feedback effectively.
These integrations ensure your team can track trends, focus on high-impact feedback, and tie user insights to product updates. This way, survey data becomes a powerful tool for improving your product.
Review and Act on Survey Feedback
Once your surveys are live and responses start coming in, the next step is figuring out how to turn that feedback into meaningful actions.
Sort and Prioritize Feedback
Group feedback into categories to identify what needs attention and prioritize changes that matter most to users. This helps ensure your resources are used where they’ll make the biggest difference.
| Category | Description | Priority Level |
|---|---|---|
| Bug Reports | Technical problems affecting functionality | High |
| Feature Requests | Suggestions for new features | Medium |
| UX Improvements | Feedback on design and usability | Medium-High |
| Performance Issues | Concerns about speed and reliability | High |
When evaluating feedback, focus on these factors:
- Frequency: How often do users mention the same issue or request?
- Impact: How much will addressing it improve the user experience or meet business goals?
- Effort: What resources are needed to make the change?
- Urgency: Are there time-sensitive issues that need immediate action?
If you’re using a product management tool, take advantage of its categorization features to sort feedback automatically.
Make Changes and Inform Users
Once you’ve prioritized the feedback, act on it promptly and keep users in the loop. Here’s how to approach this process:
Create Action Plans:
- Set clear deadlines for changes.
- Assign tasks to specific team members.
- Test updates (like A/B tests or beta versions) before rolling them out fully.
- Start with quick, easy fixes while planning more complex updates.
Communicate Updates:
- Use in-app notifications to share updates.
- Send targeted emails to users who provided specific feedback.
- Maintain a changelog to keep everyone informed about what’s new.
After making changes, track their effectiveness by:
- Sending follow-up surveys to gauge user satisfaction.
- Reviewing usage analytics to confirm improvements.
- Monitoring engagement metrics to measure the overall impact.
Conclusion: Steps to Build Better In-App Surveys
Creating effective in-app surveys requires the right tools, thoughtful timing, and well-designed questions. When done right, these surveys can gather valuable feedback without disrupting the user experience.
Start by setting clear goals and carefully choosing when to present surveys. The way you frame your questions matters too - keep them straightforward, neutral, and easy to answer. Research highlights that well-placed surveys using smart engagement techniques lead to higher completion rates [1]. The key is to strike a balance between collecting useful data and ensuring a smooth user experience.
Survey tools like Screeb can make the process easier by streamlining deployment and analysis while keeping your brand’s look and feel consistent. Regularly review response rates and the quality of feedback to see what works best. This ongoing analysis helps refine your approach and ensures you're gathering insights that truly matter.
Consistent testing and fine-tuning are essential. Pay attention to feedback trends and act on them quickly to turn surveys into powerful tools for improving your product. When implemented strategically and improved over time, in-app surveys can become a crucial part of your product development process, helping you make decisions based on what your users actually need.
