User feedback is one of the most intuitive and effective ways to collect user needs. SaaS companies, in particular, often need to collect user feedback, and then extract real needs from it for product or service iteration and upgrading. However, after working with several SaaS companies, we found that the inability to collect enough high-quality feedback in a short period of time was a common difficulty in the industry.
Either user feedback is too small and too general, and it is difficult to translate into demand landing;Either user feedback is untrue, not only informative, but also misleading, which may lead to wasted time and resources, as well as increased costs and risks.
So, how can SaaS companies overcome difficulties, quickly improve their user feedback collection capabilities, and achieve accurate insights into user needs?
The answer is:In-app feedback
In-app feedback refers to user feedback collected in apps, web pages, and mini programs. Surveys are usually embedded in apps, web pages, and mini programs in the form of pop-ups, buttons, and built-ins, and then combined with a custom questionnaire trigger mechanism, to select the "best" location, timing, and target audience for user feedback.
In the experience home.
Compared with SMS, email, WeChat***, etc[In-app feedback] is a more suitable way to collect user feedback for SaaS enterprises, and it has the following advantages:
Reach your target audience more broadlyHelp us quickly locate potential customers, free users, paid users and other groups that visit **;
It is more suitable for the user's usage scenarioYou can conduct research when users interact with the product, such as popping up a questionnaire pop-up after a user has tried a new feature to understand the user's experience
Shorten the user feedback cycle and reduce the cost of user recallWhile effectively improving the response rate, it can also enhance the accuracy of user feedback.
In the experience home.
Based on the service experience and long-term practice of thousands of enterprise customers, the experiencer found that the average response rate of [in-app feedback] is:, the average completion rate is, as shown below:
In-app feedback] average response rate and average completion rate.
Generally speaking, In-App Feedback can be divided into two types: general purpose and contextual.
General in-app feedback
"Universal" measures the user's overall satisfaction, loyalty, and perception of the experience. For example, the well-known NPS (Net Promoter Score), CSAT (Customer Satisfaction), CES (Customer Effort), as well as the PMF (Product Market Fit) and user preference surveys that need to be paid attention to in SaaS are often used to collect general [in-app feedback], as you can refer to the following examples:
Embed the NPS directly below the product in the form of a pop-up window to measure the customer's willingness to recommend the product
Embed CSAT into the system as a pop-up window to measure the overall customer satisfaction with the product
Embed CES into a page in the form of a window to measure how laborious it is for customers to interact with products or workers
The PMF survey is embedded in the user dashboard in the form of pop-up windows to evaluate the degree of matching between the product and the market demand
Embed user preference research into the system in the form of pop-up windows to understand users' expectations for the product's features
02 Contextual in-app feedback
When collecting user feedback, we need to fully consider the user's identity and the scenario they are in, let's use the following case to illustrate:
For newly registered users, when they try out a feature, a questionnaire pops up in the product to learn about their first experience with the feature
Feedback is embedded in the lower right of the system in the form of a button, which is convenient for users to report bugs and provide optimization suggestions
When a new feature is available, you can push a questionnaire to users who have just experienced the new feature in the product to understand their satisfaction with the new feature
After a user cancels their subscription or stops renewing, a pop-up questionnaire will be displayed in the product to understand the specific reasons for the churn
According to the statistics of experiencer research, there are two factors that will affect the actual performance of [in-app feedback], which are: the length of the questionnaire and the location of the questionnaire.
01 Questionnaire length
The data shows that there is a negative correlation between the length of the questionnaire and the average completion rate of [In-App Feedback], that is, the longer the questionnaire, the lower the average completion rate, as shown in the figure below
The longer the questionnaire, the lower the average completion rate.
02 Where the questionnaire appears
Experiencers also found that the location of the questionnaire on the webpage and app** has an important impact on the response rate of [in-app feedback]. Among them, the "c-position" in the middle is unsurprisingly the best performer, with 39A 9% response rate is in the first place;The not-so-eye-catching upper right corner is at the bottom, with an answer rate of only 194%, details as shown below:
Depending on where the questionnaire appears, the response rate will vary.
In all respects, In-App Feedback is a more suitable way to collect user feedback for SaaS companies. Then, the next most important thing is to choose a tool that can be used to achieve efficient collection of [in-app feedback].Experience home XMPLUS, providing a one-stop experience management solution for SaaS enterprises:Support to embed the questionnaire in the applet, APP and web page in the form of pop-ups, buttons, and built-ins, customize the appearance, trigger method and frequency of the questionnaire, update the questionnaire content flexibly, and easily help SaaS enterprise users to collect feedback at the same time, it also provides modules such as customer journey, AI+BI data analysis and presentation, churn warning and customer center, etc., to help SaaS companies create a closed loop of customer experience management, improve satisfaction, reduce churn rate, and drive steady and sustainable growth.