When you think of essential aspects of apps, feedback inevitably comes to mind. User feedback can serve many purposes in product-led growth, both on web and mobile versions. You could view it as a tool to improve your product, or as a channel through which you can build meaningful relationships with your clients. At the end of the day, it always comes back as the foundation of a successful business.
And, as a product-led company striving for success, one of the most important things you have to learn is timing. Whether you plan on coming out with a new feature, tweaking the UI design, or asking for feedback, timing is everything.
Timing Defines Feedback
While it might not seem like it at first, timing is not just a tool, but a fine skill as well. It can make or break a new feature launch, or the feedback given by users.
There are a variety of ways in which you can ask for user feedback. Be that through NPS, user surveys, or widgets, there’s no shortage of creativity when it comes to feedback-collecting mechanisms.
Yet, implementing the best ways to collect user feedback won’t get you far without correct timing. So, during the next session of your user journey mapping, make sure to focus on context-sensitive timing. ‘Why?’ you might ask. Let’s take a look at the impact timing has on user feedback.
When NOT to Ask for In-App Feedback
Timing is a fine line you have to balance on. When it comes to asking for user feedback, it can be easy to overlook this aspect. Especially for a startup, product-led company where feedback keeps everything running.
However, you should strive to get the best measure of the real sentiments your users are experiencing while using your app. So, jumping at those who have previously left a negative review, or didn’t yet complete the onboarding process can hijack your reviews.
Likewise, asking for feedback right when the app is opened can have a negative impact. In this case, the user is not yet engaged in a task and is less likely to offer feedback.
Asking the user for a rating (especially for a 5-star one) in the middle of a task has a similar effect. It could lead the user to frustration and negative reviews.
Another issue can be asking too many questions, especially on mobile. Mobile users are known to be less patient than web users. They can get bored when presented with a lengthy survey, so try to minimize the number of questions you ask them. You need quantity in terms of reviewers, but with great timing, you can get quality responses.
Learning about timing is a unique experience for each product-led company. Take advantage of user journey mapping sessions, as they can teach you a lot about the worst and the best times to ask for feedback.
The Best Time to Ask for Feedback
It can be intimidating seeing the list of what you shouldn’t do when asking for feedback. By now, you know the importance of good timing for optimal results. So, when is the right time to pop the question?
Asking for user feedback when product adoption is certain is a good starting point. You want to make sure your users have things they want to express their opinions on. By that time, they have enough experience with the onboarding process and other features of your app, and they can give an honest opinion about their user experience. This is a great tip for both web and mobile users.
You should always turn to active and loyal users for genuine feedback. They are the ones who use your app on a regular basis, so their user experience regarding ease of use and utility can be an asset in reviews.
Not compromising the user journey or JTBD is key in defining the best time to ask for reviews. After completing a happy task, a user is more likely to express an honest opinion about the process they went through.
You can also create a smooth feedback experience by taking advantage of milestones your app might have. Asking those achieving a goal to review their user journey or a specific feature you might be curious about, leads to a positive experience.
Timing defines the attitude of the user when giving feedback. By associating feedback with an achieved goal or a completed task, people are more likely to say their genuine opinions regarding their user journey, which will benefit your product and your company in the long run.
Do's and Don’ts of Feedback Timing
Timing is a precious skill you need to master when asking for feedback. We saw above that being context-sensitive has a positive impact on both the quality and the quantity of the feedback your app gets.
So, when is the right time to ask for in-app feedback?
✔ give your users time to form an opinion
✔ value the opinions of the most engaged and loyal users
✔ ask after a happy task is completed
✔ take advantage of those reaching milestones
✖ target those who didn’t complete the onboarding process yet
✖ ask when the user opens the app
✖ interrupt a task
✖ ask too many questions
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