The world has swiftly embraced the mobile age and has moved towards making mobile phones the primary mode of communication. It is no surprise that every major service provider today, also provides a mobile app for their service. Not only service providers, even gaming console makers, and many other industries have started providing mobile apps that sync with their computer apps. Today, the Apple store and the Google Play store have a library of over 2 million apps each.
The sheer number of mobile apps available on these app stores have made the user’s mobile experience (UX) an important focal point of all changes and modifications made to apps. Developers are continually making changes to apps to not only provide more features, but also make the UX as smooth as possible. And this is why in-app feedback has become such a talking point among both developers and users.
Collecting in-app feedback is significantly different from collecting feedback from users on the web. This is because, for customers who use apps, you have no way of tracking exit intent, mouse movement, or other detectable factors. We’ll talk about how to collect in-app feedback later on in the article, but first, let’s discuss as to why there is a need to collect this feedback:
Collecting in-app feedback through online survey forms allows you to track the performance of your app over time. For example, if you’ve launched a new feature for your app, which though necessary for your users, is causing compatibility issues or contains some bugs that hamper performance. Creating a survey form for your users to share their opinions on the feature update can help you pinpoint the areas where you need to improve. Feedback forms can also be used before launching a new feature or app. Sending out short surveys during the development stages can help you identify features that customers need the most and curate the app specifically for your target audience.
Creating an app for users is an investment of time, money, and lots of effort. So if you were making an app just on what you think your customers expect from you, you could be in for a major disappointment. Especially among startups and small businesses, creating an app just on presumptions can be dangerous to their business. Creating a survey form for the beta testers of your app will keep you better equipped to make meaningful changes to your app.
In-app feedback can let you track your customer's journey and relationship with your app. You can collect information such as user demographics, the operating system being used by them, their browser and so on. This information can then help you optimize your app for a seamless experience across all devices and operating systems.
In-app feedback can be collected in three different ways. These are:
To put it into simple terms, a web view is a browser experience packed into a mobile app. Most survey makers provide easily implementable embed codes that make it extremely easy to add feedback forms on native apps. For the respondents, the process of opening the feedback form on their device is similar to opening a web page. The main advantage is that changes to feedback forms and methods can be implemented without having to release a new version of the app.
APIs or Application Programming Interface is a set of protocols and definitions that are used in developing apps. Most of the major developers have at some point, or the other create APIs for their own internal usage or for the benefit of the customers. APIs allow a more detailed collection of data as they get access to all mobile functionalities such as GPS, camera, etc. They also require no internet connection for their usage, making them very convenient for all mobile users. Its only disadvantage being that every time you update the feedback methodology, you will have to release an updated version of your app.
SDK or Software Development Kit is a collection of API tools necessary for app development. Multiple SDKs make up an app. What an SDK offers in terms of feedback collection is that it makes it extremely easy to integrate new features into your app without having to worry about authorization and validation. This means that you can easily make changes to the app without having to release updated versions of it.
You need to decide for yourself the right method of feedback collection based on your budget, workforce, development team and how you want to approach your app. It is important that you weigh in your goals and capabilities before settling on any particular option. The important thing to remember is that irrespective of the method of feedback collection you select, the feedback you get from your user and the experience you provide to them is what matters the most.
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