In-App Surveys: Top Strategies to Boost User Engagement

What Is An In-App Survey?

An in-app survey is a real-time feedback tool embedded directly within a mobile or web application, enabling companies to gather actionable insights from users while they're actively engaged.

It enables companies to gather insights from users while they are actively engaged with the app. 

Unlike traditional methods, such as email surveys, in-app surveys leverage users' immediate context, delivering insights that are both accurate and relevant at the exact time that they are needed.

With the rise of AI-driven insights and micro-surveys, in-app surveys are evolving. They’re now smarter, faster, and more tailored to user preferences, offering a dynamic way to connect with your audience.

Therefore, they’re not just tools; they’re the bridge to better decision-making. 

Whether it’s uncovering what works, identifying areas for improvement, or gathering valuable opinions, in-app surveys offer a direct line to your audience’s thoughts.

These surveys offer several unique advantages, including:

🎯We now already know that in-app surveys average a 30% response rate or higher, leaving traditional email surveys far behind, which typically hover around 2–4%. 

🎯Tools like Refiner and Screeb report response rates reaching up to 60% under optimal conditions. 

Why such success? Timing is key—reaching users while they’re engaged with your app makes feedback feel natural, not intrusive.

🎯According to Refiner, short and concise in-app surveys (1–2 questions) can reach response rates of 40–60%, provided they’re contextually relevant. So, yes, they actually do work like charm.✨

🎯Meanwhile, personalization—like addressing the user by name or referencing recent activity—boosts participation significantly.

🎯Unlike general post-purchase or email surveys, in-app surveys capture users’ thoughts in the moment, leading to more accurate and actionable insights.

Check out this one from Facebook. 

By presenting the question while users are actively engaged with the platform, Facebook ensures that responses are based on their immediate experience, not influenced by memory bias or external factors.

For instance, if a user just had a positive interaction—like reconnecting with a friend or discovering engaging content—they’re more likely to rate Facebook as “fun.” 

Conversely, if they’ve encountered frustration, such as irrelevant posts or technical glitches, that momentary dissatisfaction will likely reflect in their response.

This "in-the-moment" approach offers more accurate and actionable data, as it eliminates the delay between the user’s experience and their feedback.

🎯Since responses are immediate, you can act on trends or issues before they escalate, improving user satisfaction proactively.

🚀Take Udemy’s use of in-app surveys as a benchmark. 

By prompting users to rate a course immediately after or during their experience, Udemy captures fresh and genuine reactions. 

The straightforward star-rating system, coupled with a brief descriptor like “Good, what I expected,” allows users to express their satisfaction quickly and effortlessly. 

This simplicity encourages participation and enables Udemy to identify trends—such as a course consistently receiving 4 stars—early enough to take corrective or promotional action.

If a course regularly receives lower ratings, Udemy can intervene by improving content, offering supplementary materials, or seeking direct input from learners.

Why In-App Surveys Matter for Engagement and Retention

Check this out:

Marc Thomas, from Podia, shared how they’ve been using in-app surveys not only to get quick insights but to actually fuel impactful strategies. 

For instance, they ran a survey and found that the response rate was much higher than expected, with users providing thoughtful, actionable feedback. 

What’s more, they used those responses to create segmented outreach campaigns. 

Imagine being able to reach out to potential customers with messaging so tailored it feels like a one-on-one conversation. 

That’s what Podia achieved, and the results were clear: more revenue, better engagement, and a deeper connection with their audience.

Another unexpected takeaway? 

They used surveys as a gateway for research. 

By analyzing responses, they identified potential participants for qualitative interviews, which helped them bridge the gap between the numbers and the real stories behind them. 

This blend of quantitative and qualitative data gave them a much clearer picture of their users and their needs.

Finding this out totally shifted Marc’s view on in-app surveys from "just another pop-up" to a goldmine of user insights — if done right. It’s a great reminder that when you respect your users’ time and ask the right questions, they’ll reward you with answers that can transform your strategy.

✍🏼This is why in-app surveys are not just feedback tools; they are essential for better user engagement and enhanced retention. 

When integrated into the user experience, they provide real-time insights that help you build stronger relationships with your audience. 

Here's how:

Real-Time Feedback Enhances Trust

When users share feedback through in-app surveys, the immediacy of the platform allows businesses to respond quickly, creating a user-first brand image. 

This real-time approach builds trust, as users see their input taken seriously and often acted upon.

For instance, imagine users reporting a minor bug through a quick in-app survey. 

If the next app update resolves the issue and highlights their contribution—“Thanks to your feedback, we fixed this!”—it reinforces the notion that the brand genuinely cares. 

This kind of interaction brings nothing but ✨loyalty✨ and encourages users to engage further.

Pinpoint Pain Points to Reduce Churn

Understanding why users leave is a key to stopping it from happening. 

In-app surveys can be deployed strategically at moments of potential churn, such as when users show exit intent (e.g., trying to cancel a subscription). 

These surveys can reveal actionable insights, like dissatisfaction with pricing, lack of features, or unmet expectations.

👇🏻Join me while I come up with a possible scenario: 

A subscription-based app could use an exit-intent survey to ask users why they’re canceling. 

Here’s one from Monday.com. 

If most responses indicate pricing concerns, the app could implement flexible subscription plans or limited-time discounts to retain those users. 

And, here is a great one from Zoom. 

Long story short, friends…

According to Bain & Company, even a 5% increase in customer retention can result in a 25% or greater boost in profits, demonstrating the financial impact of ✨proactive measures.✨

Improve Satisfaction by Closing the Loop

One of the most powerful ways to increase user satisfaction is by showing that feedback leads to action. 

I mean, I don’t know about you but I could forgive a mistake or two… Only if I see changed behavior & certain actions taken.😉

And this is just about that.

When users see their suggestions driving updates or feature changes, it creates a cycle of trust and engagement.

For example, if users consistently highlight a need for better onboarding within the app, an update introducing a guided onboarding flow could be accompanied by a message like:
“You asked, and we delivered! Our new onboarding process was designed with your feedback in mind.”

Just try this first, and come back and thank me if you need to.🚀

Why This Matters

By enhancing trust, addressing churn triggers, and showing users the impact of their feedback, in-app surveys help businesses create a user experience that resonates. 

They’re not just about asking questions—they’re about listening, acting, and ultimately building a community of engaged, loyal users.

Types of In-App Surveys

In-app surveys come in various formats, each tailored to different purposes. 

Whether you're looking to gather user feedback on a feature, measure overall satisfaction, or identify pain points, choosing the right type of survey ensures you get everything done right on the first go.

1- Welcome Surveys

A simple yet great example from Monday.com, again. I just love how they make it all about ✨you✨ from the very beginning. 

Welcome surveys are the perfect introduction to understanding your users. 

Triggered right after onboarding or during a user’s first interaction with your app, these surveys are designed to gather crucial information about user expectations, interests, and demographics. 

This initial feedback helps you create a more relevant experience from the outset.

Use Case

Welcome surveys serve as a gateway to understanding our audience. We already know that.

But, by collecting essential details like user roles, goals, or company size, you can tailor their offerings and communication to better meet personal needs. 

For example, knowing a user's role—such as developer, marketer, or manager—can guide the way suggest features or highlight aspects that are most beneficial to them. 

Ideal Timing

Timing is everything for welcome surveys. 

Deploying them immediately after onboarding or during the first app interaction ensures users are still engaged and curious about what the app offers. It is naturally the optimal moment where you can shoot the survey their way and get the best results.😉

At this stage, they are more likely to share details that will enhance their experience.

Benefits

1. Personalization: Understanding preferences and goals early on helps you come up with a more relevant user journey. For instance, a SaaS app might suggest specific tools or features aligned with the user’s role or company size.
2. Better Onboarding: By identifying a user’s purpose for signing up, you can adapt onboarding flows to emphasize features they’ll find most valuable.
3. Insights: Welcome surveys set the foundation for ongoing user engagement by highlighting what users expect and value from the start.

Common Questions to Ask

• What is your role?
  Helps categorize users (e.g., marketer, developer, product manager) and come up with relevant content or features.
• What is your company size?
  Identifies whether the user is part of a startup, SME, or enterprise, allowing for customized suggestions.
• What is your primary purpose for using the app?
  Clarifies user goals, such as increasing efficiency, learning new skills, or managing workflows, which helps prioritize features.
• How did you find us?
  Provides a look into marketing effectiveness and identifies the channels driving the most valuable traffic.

Here’s a great example from Canva. 

Upon signing up or starting to use Canva, users are asked, "What will you be using Canva for?" The options include categories such as:

• Personal: For creating general designs for personal use.
• Small business: To design branding materials for a growing business.
• Teacher: To create materials aimed at educating students.
• Student: For academic-related design needs.
• Large company: To focus on consistent branding at scale.
• Non-profit or charity: For designs serving a greater cause.

Key Aspects of This Welcome Survey

1- Simplicity:

The interface is clean and user-friendly, presenting clear options with concise descriptions and visuals. 

Each category is visually distinguishable, making the selection process intuitive.

2- Purposeful Questions:

The categories reflect Canva's diverse audience. 

By capturing this information, Canva can:

💥Recommend specific templates tailored to each group (e.g., a small business owner might see logo designs and business cards, while a student may get academic project templates).

Like this one:

💥Personalize the user journey, making the app immediately relevant and increasing engagement.

3- Timing:

Asking this question during the initial interaction ensures that Canva gathers valuable insights when user interest is at its peak, which boosts response rates and improves onboarding effectiveness.

4- Actionable Data:

Canva can use this data to:

💥Work on marketing efforts by segmenting users based on roles.

💥Offer personalized tips and tutorials which users will love.

💥Prioritize feature visibility based on needs.

2-Customer Satisfaction (CSAT) Surveys

Customer Satisfaction (CSAT) surveys are essential tools for measuring how happy users are with their experience after engaging with a product, feature, or service. 

Check out this one from Facebook.

See how it keeps checking on its users? What is greater than that?🤩🚀

💡This kind of feedback mechanism plays a crucial role in understanding customer sentiment and addressing pain points right away.

Use Case

CSAT surveys are best suited for collecting feedback on specific interactions or experiences. These include scenarios like:

• Completing a purchase on an e-commerce platform.
• Using a new feature in an app.
• Receiving customer support or resolving an issue.

Ideal Timing

Timing is critical for CSAT surveys to capture immediate and honest reactions. Ideal moments include:

• Post-task completion: After users accomplish an important action, like booking a service, downloading a file, or completing an onboarding flow.
• After support interactions: Promptly following a conversation with customer support to assess their satisfaction with the assistance received.

Benefits

1. Direct Insights: CSAT surveys provide real-time feedback about whether users are satisfied with their experience.
2. Feedback: Negative feedback can signal dissatisfaction, enabling you to take immediate corrective measures.
3. Customer Retention: By addressing dissatisfaction early, you can prevent churn and improve user loyalty.
4. Performance Tracking: Regular CSAT surveys help your teams measure progress over time and identify trends.

Question Formats in CSAT Surveys

CSAT surveys are often short and to the point, typically using a rating scale. Common formats include:

• Numeric Scale: "How satisfied are you with your experience?" (1–5 or 1–10).
• Emoji/Star Ratings: Users select an icon to express their satisfaction visually.
• Yes/No: "Were you satisfied with your experience?"

Here’s an example from UserGuiding.

You can start creating something similar in minutes thanks to UserGuiding's survey templates.

Without requiring any coding, you can quickly create surveys from a variety of templates—whether you want to measure satisfaction levels or go beyond that.⭐️

3-Net Promoter Score (NPS) Surveys

Have you ever dreamt of effortless marketing? It’s nothing more than word of mouth.

🚀A study shows that 83% of people are more likely to trust a recommendation from someone they know over other forms of advertising.

This is where NPS surveys come in handy.

Net Promoter Score (NPS) surveys are a trusted method for measuring user loyalty and gauging how likely users are to recommend your product or service to others. 

They offer a simple yet powerful metric for understanding overall customer sentiment and identifying opportunities for sustainable growth.

Use Case

NPS surveys are best used to:

• Gauge loyalty by asking the iconic question: "How likely are you to recommend [product] to a friend or colleague?"
• Segment users based on their scores to identify promoters, passives, and detractors.
• Drive referrals by engaging with promoters (users who score 9–10) and encouraging them to share positive reviews or testimonials.

Ideal Timing

Timing NPS surveys strategically ensures the feedback reflects meaningful user experiences:

• After key milestones: For example, after 30, 60, or 90 days of consistent usage when users have had ample time to evaluate the product.
• Post-significant achievements: Such as completing a trial, hitting an adoption milestone, or receiving exceptional support.
• Periodically: Quarterly or semi-annually to monitor trends in user loyalty over time.

Benefits

1. Measuring Loyalty: NPS directly reflects how much users value your product by their willingness to recommend it.
2. Strategic Insights: Identifies loyal users (promoters) and at-risk users (detractors), helping to refine marketing, product development, and retention strategies.
3. Boosting Reviews: Engaging with promoters (those scoring 9–10) helps drive positive reviews on various platforms, which enhances brand credibility and attracts new users.
4. Tracking Progress: Regular NPS tracking highlights changes in user sentiment and the impact of improvements on overall satisfaction.

Leveraging NPS for Reviews

Promoters (users scoring 9–10) are prime candidates for leaving positive reviews. 

By reaching out to them with a personalized message, you can:

• Request a review on platforms like G2 or Capterra.
• Showcase their testimonials in marketing campaigns.
• Highlight their feedback during webinars or case studies, as UserGuiding did in its G2 webinar recently.👇🏻

We have emphasized the importance of proactively reaching out to promoters to collect reviews. 

⭐️This strategy not only strengthens brand reputation but also boosts visibility in SaaS marketplaces, creating a competitive edge.

This was how our Customer Success Manager Kemal added to the concept:

‘’What we did differently was changing our customer success approach. We started engaging with every single customer, we responded quickly to their needs. We made sure they know they had a dedicated customer success team, ready to help them right away.’’ 

4-Feature Request Surveys

Feature Request Surveys are designed to capture users' thoughts on what they want and expect from your product. 

They touch on topics like enhancing current features, introducing new ones, and refining services. 

Here is an example from Dropbox. 

If you aim to keep your customers happy and loyal, tuning in to their needs and making improvements based on their feedback is crucial. 

Otherwise, dissatisfaction and churn could quickly become familiar to you.😔

Use Case

Feature request surveys are perfect for:

• Identifying gaps in your current product or service.
• Crowdsourcing ideas for future features or enhancements.
• Validating concepts before development by gauging user demand.

Ideal Timing

1. After a Feature Release: To understand user feedback, pain points, and suggestions for improvement.
2. Periodically: Regular surveys ensure you capture fresh ideas and stay updated with changing user needs.
3. Post-Onboarding: Ask new users about missing features after their initial experience with the product.

Here is one from Atlassian Jira. 

What makes this one stand out are the multiple options like "Suggest an improvement," "Report a bug," or "Ask a question,". This demonstrates an excellent understanding of user needs as far as we are concerned.

It doesn’t just stop at gathering insights—it opens the door for users to actively participate in shaping the product.✨

Benefits

1. User-Centered Development: Feature request surveys enable product teams to prioritize development efforts based on what matters most to users.
2. Increased Engagement: Inviting users to contribute ideas fosters a sense of ownership and loyalty toward the product.
3. Efficient Roadmap Planning: Surveys provide data-driven insights to prioritize features with the highest potential impact.
4. Alignment with Expectations: Reduces the risk of building features that don't resonate with your user base.

Example Survey Questions

• Which features do you find most valuable in our product?
• What challenges do you face that our product currently doesn’t address?
• If you could add one feature, what would it be?
• How would this feature improve your experience with our product?
• On a scale of 1–10, how important is [Feature X] to you?

These are just so spot-on and great, don’t you think? You could use your imagination some more, if you like.🤩

Using Feature Request Data

So, how about actually using the data we have gathered?

Don’t worry, I’ve got you covered:

1. Segment Requests: Group them into categories such as “must-have,” “nice-to-have,” and “future considerations.”
2. Analyze Trends: Spot recurring themes or common requests to identify high-priority areas.
3. Engage Users: Keep respondents updated on progress, such as informing them when their requested feature is under development or launched.

5-In-App Rating Surveys

In-app rating surveys are a lightweight and effective way to capture user sentiment and feedback without disrupting the overall app experience. 

They typically ask a single question about usability, design, or functionality, allowing users to share quick impressions while still engaged.

Use Case

In-app rating surveys are best suited for:

• Gathering Instant Feedback: Ideal for measuring satisfaction immediately after a key interaction or milestone.
• Tracking Usability Trends: A quick way to identify issues or successes related to app performance and experience.
• Encouraging Positive Reviews: They can be leveraged to prompt satisfied users to leave reviews on app stores or other platforms.

Ideal Timing

1. After a Key Interaction: For example, after completing a task, making a purchase, or using a newly released feature.
2. Upon Reaching Milestones: Such as one week of app usage or achieving a specific goal within the app.
3. Following Resolved Support Requests: To gauge user satisfaction with customer service and issue resolution.

Benefits

1. Simplicity: A single question reduces survey fatigue and encourages higher participation rates.
2. Real-Time Insights: Captures feedback when experiences are fresh in the user's mind.
3. Actionable Metrics: Enables teams to monitor satisfaction levels over time and address problem areas promptly.
4. Improved App Store Ratings: By directing happy users (e.g., those rating 4-5 stars) to app stores, you can enhance your app’s visibility and reputation.

Example Rating Questions

• How would you rate your overall experience with the app?
• How easy was it to complete [specific action]?
• On a scale of 1–5, how satisfied are you with this feature?

Here’s something shiny from Spotify.✨

Spotify effectively uses in-app ratings to collect feedback. I’m sure you have seen it already, it asks me my opinion almost every month. I’m loving it.

Generally, it asks users to rate their satisfaction with playlists, specific songs or the overall experience, just to help itself come up with more relevant and likeable content for the user.

6-Usability Feedback Surveys

Usability feedback surveys are your go-to tool for figuring out how easy (or frustrating) your app is to navigate. 

Think of it as a way to sit next to your users and ask, “Hey, what’s working here—and what’s not?” 

These surveys shine a light on where users might be getting stuck, uncover those sneaky pain points, and help you spot areas where the experience could be smoother. 

Whether it’s fixing a confusing feature or fine-tuning the overall flow, this feedback is key to creating an app that users genuinely enjoy ✨using✨.

Use Case

Usability feedback surveys are perfect for:

• Evaluating New Features: Collecting insights after launching a new feature to gauge its intuitiveness.
• Assessing Complex Workflows: For instance, after users complete a multi-step task such as onboarding, setting up a profile, or processing a payment.
• Continuous UX Refinement: Regularly gathering feedback to keep the app optimized for ease of use.

Ideal Timing

1. Post-Interaction: Triggered immediately after users engage with a specific feature or complete a challenging task.
2. During Beta Testing: While new updates are still in development, to gather feedback from testers.
3. After Onboarding: To assess how easy or difficult it was for new users to navigate their way through the experience.

Benefits

1. Pinpoints Friction Areas: Reveals specific features or steps causing user confusion or frustration.
2. Enhances Engagement: By improving ease of use, you create a seamless experience that keeps users coming back.
3. Supports Iterative Design: Provides actionable data for refining UX designs to better meet user needs.
4. Increases Retention: Addressing usability issues reduces churn caused by frustration or confusion.

Example Feedback Questions

• How easy was it to navigate through [specific feature/task]?
• Were there any steps that felt unclear or overly complicated?
• On a scale of 1–10, how would you rate the overall ease of use?
• What, if anything, would you change to improve your experience with this feature?

Real-Life Example

Figma, a popular design tool, uses usability surveys to assess the intuitiveness of new collaboration features. 

For example, after releasing its "comments" feature, Figma collected feedback on whether users could easily navigate and use the tool as intended, identifying minor friction points to address in future updates.

7-Onboarding Feedback Surveys

Onboarding feedback surveys are an excellent way to get a feel for how new users are experiencing your onboarding process. 

They help uncover whether your walkthroughs and tutorials are hitting the mark, guiding users to the “aha!” moment, or leaving them scratching their heads. 

Plus, they’re perfect for spotting areas where things might feel clunky or confusing, so you can make tweaks that improve clarity and engagement.

Use Case

These type of surveys are designed to:

• Evaluate First Impressions: Assess whether users feel the onboarding process was smooth and informative.
• Identify Roadblocks: Discover steps that confuse or frustrate users, leading to disengagement.
• Optimize Onboarding Flows: Collect insights to improve how the onboarding process introduces key features or functionality.

Ideal Timing

1. Immediately After Onboarding Completion: When the experience is still fresh in the user’s mind.
2. After First Few Sessions: To capture feedback after users have started exploring the product independently.
3. Post-Activation Milestone: After users achieve a key milestone, such as completing setup or using a core feature for the first time.

Benefits

1. Reduces Early Churn: By addressing frustrations users face during onboarding, you can retain more users in the critical early stages.
2. Improves Product Adoption: Ensures new users understand the product’s value and how to navigate it effectively.
3. Personalizes Future Interactions: Feedback can inform tailored onboarding experiences based on user needs and roles.
4. Provides Clear User Sentiment: Offers insights into whether your onboarding flow aligns with user expectations.

Example Feedback Questions

• How easy was it to set up your account?
• Did the onboarding process help you understand how to use the product effectively?
• Were there any steps or features you found confusing or unnecessary?
• On a scale of 1–10, how satisfied are you with your onboarding experience?
• Is there anything you feel was missing in the onboarding process?

Here’s an example from Ledger, a platform known for its secure hardware wallets designed to safeguard cryptocurrency assets.

‍

Ledger's onboarding feedback survey keeps things simple and friendly with a clear question, “How was your onboarding?” It’s approachable, inviting users to share their thoughts in a no-pressure way. 

Plus, the design is warm and engaging, making feedback feel less like a chore and more like a conversation.

8- User Behavior or Journey Mapping Surveys

User behavior or journey mapping surveys dig into how people interact with your app—what they love, what trips them up, and how they move through it. 

They go beyond surface-level insights, helping you spot patterns like which features users rely on most or where they tend to get stuck. 

Here is a template I absolutely love from Form.Apps blog page.

With this information, you can streamline the whole experience, making it intuitive and enjoyable while keeping up with potential updates to meet their emerging needs. 

By asking for feedback on factors like this, you can better understand how much weight customers place on their brand's perception versus other elements, such as features or convenience.

Insights like these will help you prioritize marketing strategies and product enhancements to align with what matters most to your precious users.

Use Case

These surveys are particularly useful for:

• Mapping User Journeys: Identifying the typical pathways users take to achieve their goals.
• Highlighting Behavior Patterns: Understanding which features are most commonly used and which are neglected.
• Spotting Friction Points: Pinpointing where users experience confusion or abandon the app.
• Driving Design Decisions: Tailoring UX design, content layout, and feature prioritization based on real user data.

Ideal Timing

1. Periodically: To capture changes as your app’s user base grows or evolves.
2. After Major Updates: Following significant feature additions or UI/UX redesigns to gauge user reaction.
3. At Key Milestones: Such as after users complete their first week or month of activity within the app.

Benefits

1. Personalized User Experience: Insights enable you to customize the app to align with user preferences.
2. Improved Feature Adoption: By understanding which features users struggle to find or use, you can make them more accessible.
3. Optimized Navigation: Helps eliminate unnecessary steps or confusing pathways within the app.
4. Strategic Development: Guides your product roadmap by prioritizing features and enhancements that users value most.

Example Questions

• How often do you use [specific feature]?
• Which tasks do you find easiest or most difficult to complete in the app?
• On a scale of 1–10, how intuitive do you find the app’s navigation?
• Which feature or section of the app do you use the most?
• Are there any actions you wish were simpler or faster?

9- Product-Market Fit Surveys

Product-market fit surveys are a great way to see if your product is hitting the mark with your audience. 

They help you uncover whether your app is truly solving a problem or meeting a real need for users. 

The insights from these surveys can highlight what’s working, what’s not, and how closely your product aligns with market expectations, giving you a clear path for improvement and growth.

Use Case

• Assessing Product-Market Fit: Determines how indispensable users find the app and whether it meets their expectations and needs.
• Strategic Decision-Making: Identifies whether the product needs adjustments to better address user pain points.
• Prioritizing Enhancements: Guides the focus of product teams by uncovering areas where the app could be more valuable or relevant.

Ideal Timing

1. After Core Feature Usage: Conduct surveys once users have interacted with the app’s primary functionalities, usually after 60–90 days.
2. Before Major Updates: To understand user sentiments and validate the direction of planned changes.
3. Periodically for Growth-Stage Products: During scaling phases to ensure the product remains aligned with user needs.

Benefits

1. Understand Core Value: Determines if the product is essential or “nice-to-have” in users’ lives.
2. Identify Product Weaknesses: Highlights areas where the app might be falling short, such as usability or functionality.
3. Measure Loyalty: Offers a glimpse into user attachment and potential retention.
4. Optimize for Market Demand: Ensures the product evolves with user preferences and expectations, increasing its relevance.

Key Survey Question

• “How would you feel if you could no longer use this product?”
  • Very disappointed
  • Somewhat disappointed
  • Not disappointed (It’s not really useful to me)

What to Look For

• 40% Benchmark: If at least 40% of respondents say they would be “very disappointed,” the product is generally considered to have reached product-market fit.

Additional Feedback Questions

• What is the primary benefit you receive from using the product?
• How does this product compare to others you’ve tried?
• What could we do to make this product indispensable for you?
• What features would you miss the most if the product no longer existed?

Superhuman, an email productivity app, famously used product-market fit surveys to refine its offering. 

By asking users how disappointed they’d feel if the product no longer existed, they discovered which features users found most valuable. 

This feedback allowed the company to double down on its core functionalities, leading to widespread adoption and high retention rates.

10-In-App Polls and Quick Questions

In-app polls and quick questions are like mini check-ins with your users, designed to help you quickly gauge preferences and validate decisions on the fly. 

They're perfect for getting fast feedback on things like which features users want next, tweaks to the interface, or insights into how people are interacting with your app. 

These lightweight tools make it easy for users to weigh in without disrupting their experience, and they give you the data you need to make smarter, more user-friendly choices in real-time.

‍

LinkedIn used in-app polls as part of their professional community engagement efforts; they let users gauge opinions on industry-relevant topics directly within the app. 

For instance, they presented polls asking questions about career trends, skill preferences, or work habits. 

These quick, non-intrusive polls garnered significant engagement, as users could vote and view real-time results while feeling part of a larger conversation.

Use Case

• Feature Preferences: Ask users which feature they’d like to see next or prioritize updates based on majority needs.
• Minor UI Adjustments: Gauge user opinions on changes such as color schemes, button placement, or navigation flow.
• Behavior Insights: Learn how users interact with or perceive certain aspects of the app without conducting extensive surveys.

Ideal Timing

1. Before Minor Updates: To validate ideas or ensure changes align with user expectations.
2. During New Feature Introductions: To refine and improve features based on immediate user input.
3. Seasonal or Campaign-Based Usage: For gauging preferences during specific events, such as selecting themes or promotional offers.
4. Anytime Feedback Is Needed: These quick tools work well for gathering insights without disrupting the user experience.

Benefits

1. Quick Decision-Making: Offers immediate feedback that helps prioritize tasks and validate minor changes.
2. Enhanced Engagement: Makes users feel involved in the product's development, fostering loyalty and satisfaction.
3. Non-Intrusive: Collects data without overwhelming users, as polls typically take just seconds to complete.
4. Scalable and Repeatable: Easy to deploy and repeat across different user segments or use cases.
5. Cost-Effective Insights: Provides valuable input without the need for formal surveys or extensive research.

Example Poll Questions

• "Which feature would you like to see next?"
  • [Option A], [Option B], [Option C]
• "How do you feel about our new color scheme?"
  • Love it, Like it, Dislike it
• "Would you recommend this feature to others?"
  • Yes, No
• "Which navigation style do you prefer?"
  • [Option A], [Option B]

11-Micro-Surveys

Micro-surveys are like a quick pulse check for your users. 

They’re short—usually just a question or two—designed to grab feedback right when it matters most. 

The best part? They don’t get in the way. 

Instead, they seamlessly blend into the user experience, making it easy to capture insights on specific actions or touchpoints without disrupting the overall flow.

Use Case

Ever opened an app and been asked something like, "What are your interests?" or "How do you plan to use this product?" 

That’s what we call a welcome screen micro-survey, for example. It is a kind of micro-survey that I absolutely love. 

These simple surveys often fly under the radar because they don’t feel like traditional surveys—they’re embedded so naturally into the app experience that users barely notice them.

Here is one: 

Flipboard uses this approach to let users customize their news feed based on topics they care about most, creating a highly personalized experience while gathering data to refine their platform.

So, back to the use cases now, what are they? 

• Feature Utility: "Was this feature helpful?"
• Onboarding Success: "Did the onboarding process meet your expectations?"
• UI/UX Feedback: "How easy was it to find what you were looking for?"
• User Sentiment: Understand overall feelings about the app, such as satisfaction or likelihood to recommend.

Ideal Timing

• Post-Action Triggers: After users complete a key action, like submitting a form, activating a feature, or making a purchase.
• During Onboarding: To measure ease and satisfaction with the onboarding flow.
• After New Updates: Gather initial impressions on a design update, new feature, or process change.
• At Pause Points: Display surveys during natural breaks in the user journey to avoid interruptions, such as on the thank-you page or idle screens.

Benefits

1. Non-Intrusive: With minimal disruption, micro-surveys collect valuable feedback while maintaining the flow of user activity.
2. Higher Response Rates: Their brevity encourages participation, especially when users know it won’t take much time.
3. Targeted Insights: Provides precise feedback on specific features, processes, or experiences, enabling actionable improvements.
4. Real-Time Feedback: Immediate responses allow for rapid issue resolution and product adjustments.
5. User-Centric Development: Fosters a sense of involvement among users, strengthening loyalty and satisfaction.

Example Questions

1. "Was this feature helpful?"
   • Yes/No
2. "How would you rate your experience with [specific feature]?"
   • Scale of 1-5
3. "What can we improve about this page?"
   • Open-text response
4. "Did you find what you were looking for?"
   • Yes/No

A Little Recap

💥Understand User Journeys:

• Welcome Surveys kickstart personalization by capturing user expectations and preferences.
• Churn Surveys reveal why users leave, giving you actionable insights to improve retention.

💥Track Satisfaction and Loyalty:

• CSAT Surveys, NPS Surveys, and In-App Ratings measure user happiness and loyalty.
• Use NPS Surveys to identify advocates for reviews and referrals.

💥Shape Your Product Roadmap:

• Feature Request Surveys help prioritize development based on user needs.
• Usability Feedback Surveys identify pain points to refine design and functionality.

💥Prevent Churn and Validate Product Fit:

• Exit Surveys uncover disengagement triggers, enabling proactive solutions.
• Product-Market Fit Surveys confirm whether your app addresses a critical user need.

💥Gather Lightweight, Continuous Feedback:

• Quick Polls and Micro-Surveys are perfect for real-time, low-effort feedback.
• These ones capture user sentiment on specific features or updates without disrupting their experience.

Keep In Mind Before You Go…

Before ending this section, there is something else worth knowing. 

Are Exit-Intent Surveys Still Effective?

While exit-intent surveys have traditionally been a popular tool for understanding why users churn or abandon their subscriptions, their effectiveness today is up for debate. 

As browsing behaviors evolve, many users tend to close banners or pop-ups instantly without engaging, potentially rendering these surveys less impactful.

However, this doesn’t mean they’re entirely obsolete. 

They can still serve as a valuable feedback channel when paired with clear, concise messaging and an intuitive design. 

If you’re considering using exit-intent surveys, it might be worth experimenting to see if they resonate with your specific audience or exploring alternative methods like proactive in-app messaging to capture feedback earlier in the user journey.

Best Practices for In-App Surveys

In-app surveys are powerful tools, but their effectiveness depends on how well you design, target, and follow up on them. 

To make the most of your in-app surveys, I’ll talk about the best practices under three key categories: Design, Targeting, and Follow-Up. 

By implementing these strategies, you’ll maximize engagement and response quality while driving actionable results.

Design 

I recently listened to Caroline Jarrett’s podcast episode on Creating Effective Surveys for Instructional Design, and let me tell you—it was packed with insights I wish I’d heard earlier. 

Caroline’s approach to survey design is all about empathy and clarity, which made it feel super relevant to anyone trying to make their in-app surveys more effective.

She mentioned something that really stuck with me:

It made me think about how the design of surveys is not just about aesthetics but about creating a seamless and respectful user experience.

If you’re trying to figure out how to ask the right questions in the right way, this podcast is worth checking out. You’ll walk away with practical tips on simplifying your questions, writing for your audience, and testing your surveys for maximum effectiveness. You can find the episode on The eLearning Coach.

Now, let’s add some more to Caroline’s points.

1. Emphasize Clarity and Brevity

• Tip: Keep survey questions simple, direct, and easy to comprehend. Use conversational language and avoid technical jargon.
• Example: Instead of asking, “Rate the UI/UX of this feature,” ask, “How easy was it to use this feature?”
• Impact: Clear and concise questions reduce user frustration, leading to higher completion rates and more reliable feedback.

2. Align With Branding

• Tip: Make your surveys visually cohesive with your app by incorporating your brand colors, fonts, and tone.
• Example: Airbnb’s in-app surveys mirror the minimalist design and warm tone of their platform, making users feel at ease when providing feedback.

• Impact: A branded survey enhances trust and makes the process feel like an integral part of the app experience rather than an intrusive pop-up.

3. Choose The Right Format And Style

• Tip: Select question types that align with your feedback goals. Use rating scales for satisfaction, multiple-choice for quick insights, and open-ended questions for detailed input.
• Example: A post-onboarding survey might ask, “What feature are you most excited about?” (multiple-choice) followed by “Is there anything that confused you?” (open-ended).
• Impact: Tailored question formats keep users engaged and ensure you gather actionable insights.

4. Use Visual Aids When Appropriate

• Tip: Add visual elements like icons, progress bars, or illustrations to enhance the user experience, especially for longer surveys.
• Example: Duolingo uses cheerful icons and a progress bar in its surveys to make the process feel light and encouraging.

• Impact: Visual aids reduce survey fatigue, maintain user interest, and improve the likelihood of survey completion.

Targeting

5. Segment By User Behavior And Demographics

Why?

Segmenting your surveys based on user behavior and demographics is one of the smartest ways to gain insights that truly matter. 

Different users interact with your product in unique ways, so sending the same generic survey to everyone simply doesn’t cut it. 

By tailoring your surveys to specific groups—like new users versus seasoned power users—you can zero in on what each group values, struggles with, or expects.

According to a report by Business Dasher, businesses that employ customer segmentation achieve a 14% higher conversion rate compared to those that don’t. This underscores how personalizing outreach can drive meaningful results. Thank me later.✨

How?

For instance, you could send onboarding surveys to new users to ensure they’re finding their way around and getting the most out of the product. 

Meanwhile, loyal power users are ideal for feedback on advanced features or upcoming updates. 

It’s about focusing on the right audience to extract actionable insights, not just casting a wide net.

Using data from in-app behavior (like login frequency or feature usage) and demographics (such as role, company size, or location), you can make surveys more relevant and impactful. 

🚀NotifyVisitors’ study highlights that 77% of customers are more likely to buy from brands that personalize their offerings, further reinforcing the need for segmentation to craft relevant experiences.

Tip: UserGuiding can help you take advantage of segmentation features by targeting surveys based on user behaviors and needs. 

UserGuiding makes smart use of behavioral data to send in-app surveys that feel personal and relevant. 

It’s like having a conversation that actually makes sense—no one wants to answer questions that don’t apply to them.

‍Impact: Think of it as shining a spotlight on specific pain points and opportunities, so you can make improvements that actually matter. 

And it’s not just theory—according to Salesmanago, a whopping 90% of marketers use hyper-segmentation, and more than 70% say it boosts customer satisfaction and engagement. When you get that specific, it’s no wonder users feel more heard and valued.😉

6. Trigger Surveys At Optimal Moments

Tip: Timing is everything when it comes to surveys. No one wants to be interrupted right in the middle of something important—imagine asking for feedback while someone’s about to complete a purchase or finish an onboarding flow. 

Instead, surveys work best during natural pauses, like right after a user completes a task, achieves a milestone, or finishes exploring a feature. It’s like catching them at the perfect moment to chat.

Impact: The type of survey you’re sending also plays a big role here. 

For example, a quick thumbs-up/thumbs-down survey like this,

might work well immediately after someone interacts with a feature, while a more in-depth feedback form is better suited after they've spent some time using your product. 

If you’re not sure which type fits when, check out the Survey Types section for a deeper dive. 👉🏼👈🏼

📣Finding that balance is a holistic task—it’s about understanding both the user’s journey and the type of insights you’re looking for.

7. Use A/B Testing For Survey Effectiveness

Tip: Continuously optimize your surveys by conducting A/B testing. 

It’s like giving your feedback game a little tune-up. 🤩Experiment with different survey questions, designs, and timing to discover what clicks best with your audience. 

Maybe one version has a question that feels more conversational, or another uses a design that’s easier on the eyes. 

⭐Testing helps you figure out which approach sparks the most responses and delivers the juiciest insights. Plus, it’s a great way to keep your surveys feeling fresh and relevant.

Impact: Think of it as a detective tool to uncover what makes your users actually want to share their thoughts. 

Maybe they respond more to surveys sent during their lunch break or prefer a slider scale over a long text box. By comparing the results of your tests, you’ll fine-tune your strategy and create surveys that don’t just get answered but actually provide useful, actionable feedback.

8. Set Frequency Limits To Avoid Survey Fatigue

Tip: Nobody enjoys being bombarded with surveys—it’s like that friend who texts “wyd?” five times a day. 😟

To keep users happy (and engaged), set clear limits on how often they see survey requests. 

For example, aim for one survey a week or even a month, depending on your product’s flow. 

This way, you’re not overwhelming them, and they’ll be more likely to give thoughtful feedback when you do pop up with a question.

Impact: Giving users a breather between surveys keeps their experience smooth and frustration-free. 

When users aren’t constantly interrupted, they’ll be more open to engaging with your surveys, boosting both response rates and the quality of the insights you gather. It’s all about showing you value their time, not just their feedback.

📈Research backs this up—InMoment found that 74% of customers are only willing to take a survey once a week or less. Push beyond this limit, and you risk causing “survey fatigue, where users either ignore your surveys entirely or rush through them without much thought. 

Keeping it light and infrequent makes all the difference.

Follow-Up

9. Show Appreciation And Share Outcomes

Tip: After someone takes the time to fill out your survey, don’t just leave them hanging—thank them! 

A simple "We really appreciate your feedback!" goes a long way. 

Want to sweeten the deal? 

Offer a small reward, like a discount, loyalty points, or early access to a new feature. 

And here’s the game-changer: let them know their voice matters. 

For example, send a follow-up saying, "You spoke, we listened! Based on your feedback, we’ve improved [insert feature or service here]." It’s not just polite; it’s powerful.🚀

Impact: When users feel valued and see their input making a real difference, it builds trust and strengthens your relationship with them. 

It’s like saying, "We’re in this together." 🖐🏻

Plus, sharing updates based on their feedback turns surveys into a conversation rather than a one-way request. 

10. Automate Feedback Loops For Urgent Responses

Tip: When users share critical feedback—like a bug report or a not-so-great experience—it’s your chance to turn things around. 

Set up automated systems to jump into action immediately. 

For instance, if someone leaves a low rating or flags a problem, send a follow-up message right away saying, "Thanks for letting us know! We’re already looking into it and will update you soon." 

It’s a small gesture that shows you’re on it and that their voice matters.

Impact: Quickly acknowledging concerns is vital.

It reassures users that their feedback isn’t vanishing into a black hole and builds confidence that you’re serious about resolving issues. 

This kind of responsiveness can be the difference between retaining a frustrated user or losing them for good. 

Automated follow-ups also mean no feedback slips through the cracks, giving your team a head start on addressing problems and reducing churn. 

Additional Strategic Best Practices

11. Focus On Actionable Insights

Tip: When it comes to surveys, the secret sauce is asking questions that actually help you improve. 

Instead of going with something vague like, "Do you like this feature?" try being more specific: "How easy was it to navigate this feature?" or "What could make this feature more useful for you?" 

These kinds of questions give you feedback you can act on—not just a shrug or a "meh."

Impact: Clear questions lead to clear answers, and clear answers mean your team can make meaningful improvements. 

Ambiguous feedback? 

That’s a thing of the past. 👎🏻

When you focus on actionable insights, you’re not just gathering data—you’re turning it into smarter design, better product decisions, and sharper marketing strategies. 

Plus, users feel heard when their feedback leads to real change. It’s a win-win: they get a better experience, and you get a product that keeps getting better.

12. Incorporate Micro-Surveys For Quick Feedback

Tip: Sometimes, less is more—especially when it comes to surveys. 

Try one-question micro-surveys that pop up at just the right time, like right after a user finishes a task or explores a feature. 

Think along the lines of, "Did this feature help you?"or "How satisfied were you with this experience?" 

These bite-sized questions feel natural and effortless for users to answer.

Impact: Micro-surveys are a win because they’re so easy to engage with. Users don’t feel burdened by a long list of questions, and you get instant, focused feedback. 

These quick check-ins let you pinpoint what’s working and what needs a tweak, all without disrupting the flow.

13. Analyze and Iterate

Tip: Regularly dig into the data from your in-app surveys to spot patterns and trends. Are there questions that consistently get skipped? 

Maybe it’s time to rephrase them. Are users more responsive at certain times? 

Adjust your timing. Treat your survey strategy like a living, breathing thing that grows and evolves with your users.

Impact: When you tweak and refine your surveys based on real data, you’re not just improving the questions—you’re improving the entire feedback loop. 

Regular analysis helps you uncover what works, scrap what doesn’t, and stay aligned with your users’ needs.

A Little Recap

🚀For the Design:

• Be clear and brief: Simplify questions for higher completion rates.
• Match your branding: Keep surveys consistent with your app's look to build trust.
• Choose diverse formats: Use different question types to maintain interest and gather richer data.
• Add visuals: Use images or progress bars to reduce survey fatigue.

🚀For Targeting:

• Segment users: Tailor surveys to specific user groups based on behavior and demographics for better insights.
• Time surveys well: Trigger surveys at natural pauses to avoid interrupting users.
• A/B test: Experiment with different survey designs to optimize responses.
• Limit frequency: Avoid overwhelming users by limiting survey frequency, preventing survey fatigue.

🚀For the Follow-up:

• Show appreciation: Thank users and share outcomes to build trust and encourage future feedback.
• Automate responses: Quickly address urgent feedback with automated replies.

🚀Additional Best Practices:

• Focus on actionable insights: Design surveys to gather specific data that drives improvements.
• Use micro-surveys: Quick, single-question surveys improve response rates.
• Analyze and iterate: Regularly review data and refine surveys for continued improvement.

Optimizing User Feedback Through Analysis

Gathering feedback was just the first step—it’s what you do with it that counts. 🫣

Whether it’s spotting trends, pinpointing user pain points, or figuring out what’s working well, analyzing feedback can transform your product into something users genuinely love. 

Let’s see some approachable strategies to help you make sense of all that big, big, big data.

1. Track Trends Over Time

Why?

Noticing how user sentiment changes over time is like having a pulse on your product’s health. 

Did that last update hit the mark? Are users happier now than they were six months ago? 

These trends can tell you.

How?

Compare survey results before and after major updates or at regular intervals—say quarterly or after launching a new feature. It’s all about zooming out to see the bigger picture.

Impact:

Tracking trends lets you catch issues early and make informed decisions. Instead of reacting to individual complaints, you can proactively address patterns before they turn into bigger problems.

2. Identify Pain Points And High-Impact Areas

Why?

Let’s face it—no one likes recurring complaints.

But those patterns are your roadmap to what’s not working. 

Users aren’t shy about pointing out what’s frustrating them, and these pain points are the areas where fixes will have the biggest impact.

How?

Dive into negative feedback and look for common themes. 

Maybe it’s a clunky onboarding flow or a missing feature that keeps coming up. 

Spot those trends and prioritize them in your roadmap.

Impact:

When you tackle these high-impact areas, you’ll likely see improvements in both user satisfaction and retention. 

Users notice when their feedback turns into action—and that’s how you build trust and loyalty.

3. Use Data Visualization For Insightful Analysis

Why?

We can all agree on the fact that raw data can be overwhelming. 

Data visualization tools, like graphs or heatmaps, turn numbers into a clear story, helping you uncover trends that might be hiding in plain sight.

How?

Leverage tools that provide visual analytics, like UserGuiding’s reporting features. 

For instance, track sentiment shifts over time or rank feature requests by frequency to quickly pinpoint what matters most to your users.

Impact

These visuals simplify the decision-making process, ensuring that everyone on your team—from design to development—can understand and act on user feedback without any guesswork.

4. Perform Sentiment Analysis On Open-Ended Responses

Why?

Some of the richest insights come from those long, unfiltered responses users leave. They tell you how they feel, not just what they think.

How?

Use tools that can analyze the tone of written feedback. 

For example, text analysis can categorize responses as positive, neutral, or negative, helping you see the bigger emotional picture behind the feedback.

Impact: Sentiment analysis gives you a nuanced understanding of user perception, helping you identify issues or opportunities that numbers alone might not capture.

5. Benchmark Against Industry Standards

Why?

Knowing how you compare to others in your industry can be a game-changer. 

Are you ahead of the curve or lagging behind? Benchmarks like NPS or CSAT scores offer clarity.

How?

Look for reports or industry averages on these key metrics and evaluate how your product measures up. Are your scores better? Great! If not, you’ve got a clear starting point for improvement.

Impact: Benchmarking not only helps you set realistic goals but also provides a competitive edge by identifying where you need to improve to stay ahead.💡

6. Create And Share Actionable Reports

Why?

Raw feedback is valuable, but turning it into something your entire team can rally around is the real goal. 

Clear, concise reports make insights accessible and actionable for everyone—from product managers to customer success teams.

How?

Build reports that go beyond just presenting data. 

Include key takeaways, prioritized recommendations, and next steps. Visual aids like charts or infographics can make these reports even more engaging and digestible. 

Impact

Actionable reports foster collaboration across departments, ensuring everyone is aligned and ready to act on user feedback efficiently.

Recap: Turning Feedback Into Action

• Track trends over time: Monitor changes in user sentiment before and after product updates to stay ahead of emerging issues.
• Spot pain points: Identify recurring themes in negative feedback to prioritize fixes that improve user satisfaction.
• Visualize data insights: Leverage graphs and heatmaps to make survey results easy to interpret and actionable.
• Dive deep with sentiment analysis: Analyze open-ended responses for emotional tone to uncover nuanced user perceptions.
• Benchmark against competitors: Compare your NPS or CSAT scores with industry standards to gauge where you stand.
• Share actionable reports: Transform raw data into clear reports with visual aids and next steps to align teams and drive change.

In-App Survey Tools and Software

Depending on your specific needs—whether it's customer satisfaction surveys, quick micro-surveys, or in-depth user research—you'll find a wide range of options. 

Below, we’ll explore some popular tools to help you collect valuable feedback.

Keep in mind that there are also numerous survey plugins available for CMS platforms like WordPress, Shopify, and others. 

These plugins can be easily integrated into your website, enabling you to collect feedback directly from users. 

Similarly, many exit-intent survey tools are available for integration, which allows you to capture feedback when users are about to leave your site.

Customer Feedback Tools

1- UserGuiding

UserGuiding offers a comprehensive in-app survey tool that allows you to create personalized, interactive surveys. 

What makes us stand out is our segmentation feature, which allows you to target specific user groups based on their behavior. This means you can tailor your surveys to the right people at the right time, increasing the chances of getting valuable insights.

Plus, analyzing the feedback is a breeze with UserGuiding. 

You can easily visualize the responses and integrate the data with other tools to make sure the feedback is actionable. ✨

It’s an all-in-one solution that not only helps you collect feedback but also lets you dive deep into what’s working and what needs improvement.

If you’re looking for a tool that takes the guesswork out of surveys and helps you engage with users in a meaningful way, UserGuiding might be exactly what you need.

Click here to get started right away 👈

2- Delighted

Delighted specializes in sending simple, user-friendly surveys like NPS, CSAT, and CES. 

It’s a great choice for businesses that need an easy and quick way to capture customer satisfaction without overwhelming users. 

The integration with many platforms and its actionable reporting features make it an efficient choice.

3- Qualtrics

Qualtrics is known for its advanced survey capabilities, especially in enterprise-level solutions. 

It provides analytics, sentiment analysis, and benchmarking against industry standards. If you're looking for detailed, customizable surveys that can scale, Qualtrics is an excellent choice that I personally love.

4- AskNicely

AskNicely focuses on customer satisfaction and NPS surveys, offering automated feedback collection that helps you take immediate action on customer responses. 

It's especially beneficial for customer-focused teams looking for real-time insights into customer sentiment.

Other Tools to Collect Feedback

5- Jotform

Jotform is a flexible tool that allows you to create customizable forms and surveys for various needs, from feedback collection to market research. 

It's easy to integrate with other platforms and provides several options for automating responses and managing the collected data.

6- Typeform

Typeform is known for its interactive, conversational style surveys. 

With a sleek, user-friendly interface, Typeform can help your teams increase engagement and make the feedback process feel more like a conversation than a form. 

It’s ideal for you if you’re aiming to create a positive user experience while collecting valuable insights.

7- Tally

Tally is a free form builder that provides simple, no-frills survey solutions. It's great for collecting feedback without the complexity of other platforms. 

Tally’s clean interface and customization options make it a solid choice for users who prefer simplicity and quick results.

8- Google Forms

Google Forms remains one of the most widely used, free tools for creating surveys and feedback forms. 

While not as advanced as some specialized tools, it offers a straightforward way to gather data and integrate responses into Google Sheets for further analysis.

Writing Effective In-App Survey Questions

Creating effective in-app surveys isn't just about asking questions—it's about asking the ✨right✨ questions in the right way. 

Crafting surveys that are clear, concise, and engaging can significantly impact the quality and quantity of responses you get. 

Below are some key strategies to help you write better in-app survey questions.

1. Define the Goal of Your Survey

Before trying to wrap your head around question creation, clearly define the goal of your survey. 

Ask yourself: What problem are you trying to solve? 

Whether you're looking for feedback on a new feature, gauging overall satisfaction, or identifying pain points in the user experience, a clear goal will help you structure your questions in a way that drives actionable insights.

2. Effectively Word Your Questions

The way you phrase your questions can make a huge difference in response rates. Keep your language simple, neutral, and specific. 

Also, keep in mind that 87% of the survey-takers want to have a say when it comes to coming up with new feature ideas or deciding on something important. They want their voice. 

Avoid jargon or leading questions that may confuse respondents or bias their answers. 

For example, instead of asking, "Do you love our app?", try "How satisfied are you with the app?" or ‘’What would you want to see differently?’’ to gather more accurate, and open-minded feedback. 

3. Use a Mix of Question Types

To get well-rounded insights, consider using a combination of question types. 

Multiple-choice questions are great for quantifiable feedback, while open-ended questions allow for more detailed responses. 

Rating scales (such as Likert scales) are useful for estimating user sentiment, helping you measure satisfaction or intent more precisely.

4. Keep It Short and Sweet

It’s no surprise that shorter surveys tend to have higher response rates. According to research from Refiner, surveys with only 1-2 questions achieved the highest completion rate by far. 

Surprisingly, surveys with 4 questions were an exception, also showing a higher-than-average response rate. 

Keeping your survey brief respects the user's time and increases the likelihood of them completing it.

In-App Survey Question Examples

When considering the top in-app survey questions for boosting user engagement, it's important to focus on variety and clarity. 

Here are some commonly asked questions based on surveys:

1- Onboarding Feedback

 "What improvements would you like to see in this platform?" This open-ended question encourages users to express their thoughts and is especially useful during onboarding surveys.

2- Ease Of Use

"How easy was it to navigate the app?" This helps identify friction points and overall usability​.

3- Feature Usefulness

"Which feature do you find most valuable?" This question directly assesses which aspects of your app users appreciate most, guiding future enhancements​.

4- Satisfaction Level

"How satisfied are you with your experience so far?" A simple satisfaction rating, often using a 1-5 scale, provides immediate insights into user happiness.

5- Improvement Suggestions

"What additional features would make your experience better?" Open-ended responses here give users a chance to influence product direction​.

6- Likelihood To Recommend

 "How likely are you to recommend this app to a friend or colleague?" This question helps measure Net Promoter Score (NPS) and general satisfaction​.

7- General Feedback

"Is there anything else you'd like to share with us?" Another open-ended question that allows users to provide deeper insights without constraints.

Examples of Great In-App Surveys

We’ve already covered the essentials of crafting in-app surveys—why they matter, how they drive engagement, and what makes them effective. 

Now, let’s step up our game and look at some real-life examples that bring these ideas to life.

First up is Slack, a company that has truly mastered the art of in-app surveys. 

Let’s take a closer look at what makes their approach stand out.

1- Slack

The first thing you notice is how clear and to the point it is. 

The title, “How do you like lists?”, immediately sets the context. 

It’s not a vague question; it’s laser-focused on their new feature, which makes it clear that Slack genuinely cares about user opinions on something specific they’ve introduced.

Then there’s the simplicity of the options. 

Instead of overwhelming you with technical or overly complicated questions, they give you choices like “I love it” or “I don’t like it.” 

It’s straightforward and, honestly, kind of refreshing. 

🏆They even include an “I have a feature request” option, which opens the door for users to share ideas instead of just complaints. 

That shows Slack values creativity and input beyond the usual feedback.

What I particularly like is the open-ended “Details about your feedback” section. 

It’s such a nice touch because it doesn’t box you into categories. 

If you have something specific to say—whether it’s praise, critique, or just a random thought—you’ve got space to share it.

Oh, and the little checkbox at the end, “I’d like a response from the Slack support team”? 

That’s genius. 

It gives users control over whether they want to hear back, and it makes the whole interaction feel more personal. 

Plus, it keeps things efficient for both the user and Slack’s team.

Overall, this survey nails it by being user-centric, concise, and respectful of your time. 

It’s clear that Slack isn’t just collecting data—they’re building a relationship, one question at a time.

2- Evernote 

Evernote has taken a straightforward yet effective approach to in-app surveys. 

Their survey design is clean and visually appealing, with a focus on simplicity. 

Using a star-rating system, they ask users to evaluate various aspects of their experience, such as usability, responsiveness, and reliability.

What stands out here is how easy they make it for users to provide feedback. The questions are clear, and the interface is intuitive, making it almost effortless for users to engage. 

The simplicity of Evernote’s questions lowers the mental effort required from users, making it easier and faster to respond. 

3- Google Calendar’s MicroSurvey

Let’s chat about Google Calendar’s micro-survey. 

This nifty little feature pops up as a "Send Feedback" widget in the top menu bar, offering a quick, non-intrusive way for users to share their thoughts.

What makes it effective? 

First, the placement is genius—it’s visible but not pushy. 

You’re not being bombarded by a pop-up that takes over your screen; instead, it’s there when you need it, waiting quietly in the corner. 

Second, the option to include a screenshot is pure gold. If you’ve ever tried to explain a tech issue without visuals, you know how tricky that can be. 

Here, Google simplifies the process by letting you highlight or hide specific parts of the screenshot, which feels oddly empowering, doesn’t it?

Another win is the tone—it’s casual and helpful, making it easy for users to engage without overthinking. "Have feedback? We'd love to hear it." 

It’s like they’re inviting you to chat, not fill out a formal report. Plus, the reminder to avoid sensitive information?

A subtle way of saying, “We’ve got your back.”

All in all, it feels like Google is actively listening to its users, which is why this micro-survey approach works so well. It’s practical, thoughtful, and very user-first.

4- PayPal’s NPS and CES Survey

Next up is PayPal’s NPS & CES Survey. 

This one is pretty strategic and well-timed—it pops up when you’ve interacted with PayPal’s help documentation, which is honestly the perfect moment to gather feedback. 

You’re already engaged with their support content, so it feels natural to ask, “How did we do?”

What stands out is how approachable it feels. 

The messaging is super clear—"Tell us what you think"—and it’s not demanding. It even tells you upfront it’ll take about a minute, which removes any hesitation. 

Who doesn’t love knowing exactly how much of their time will be needed?

Also, there’s a bit of freedom here. 

You get to choose whether to take the survey immediately or skip it altogether—no guilt trips. 

It respects your time and choice, making you more likely to engage if you have feedback to share. 

Overall, it’s a friendly nudge to improve while making the user feel heard. It’s simple, respectful, and effective.

5- MixPanel’s NPS Surveys

Mixpanel’s NPS survey is a great example of how to keep feedback simple and user-friendly. 

Placed subtly in the bottom-right corner, it’s easy to spot without being disruptive. 

The design focuses on one straightforward question: “How likely are you to recommend Mixpanel to a friend or colleague?” with a clear 0–10 rating scale.

What stands out is how seamlessly it’s integrated into the interface. It doesn’t feel intrusive or like it’s pulling the user away from their task. 

The minimalistic placement ensures users can engage with it when they’re ready. 

The simplicity also makes it more likely to capture honest, real-time feedback, avoiding the overwhelm of lengthy surveys.

This setup shows how effective an in-app survey can be when it respects the user's flow while still gathering valuable insights. 

It’s a subtle but thoughtful approach to user feedback.

Key Takeaways for Design, Timing, and User Engagement

1. Keep it Simple and Relevant

All of our examples highlight the power of simplicity. 

Whether it’s Slack’s focused question, “How do you like lists?” or Mixpanel’s direct NPS prompt, clear and concise surveys reduce cognitive load. 

They don’t overwhelm users with unnecessary details or overly broad questions. Instead, they ask something specific, making it easier for users to respond quickly and honestly.

Actionable Tip: Use straightforward language and focus on one feature or experience per survey. 

A single, well-timed question can often yield more actionable insights than a lengthy list.🚀

2. Timing is Everything

Surveys work best when triggered contextually. 

PayPal’s NPS survey is a perfect example—it appears after you interact with their help documentation, capturing feedback when the experience is fresh. 

Similarly, Google Calendar’s unobtrusive feedback widget is always accessible, giving users the freedom to respond when they’re ready.

Actionable Tip: Time your surveys based on user behavior. 

For example, trigger them after key interactions (like completing a task) or during a moment of downtime to avoid disrupting workflows.🚀

3. Offer Flexibility and Control

Surveys like Slack’s and Evernote’s respect users by keeping things optional and non-intrusive. 

Google Calendar’s approach also shines here, letting users share screenshots to clarify their feedback—a feature that empowers them to communicate more effectively. 

Meanwhile, Slack’s option to request a follow-up adds a personal touch and builds trust.

Actionable Tip: Allow users to engage on their own terms by offering optional fields (like Slack’s open-ended “Details” section) and easy opt-outs. Features like adding screenshots or requesting follow-ups make the experience feel user-focused.🚀

4. Respect Users’ Time

The best surveys are quick to complete. 

PayPal explicitly mentions its survey will only take a minute, while Evernote’s star-rating system is a no-brainer to fill out. 

This shows respect for users' busy schedules, increasing participation rates.

Actionable Tip: Highlight how long the survey will take, and keep the process brief. Use progress indicators or short response formats to further reduce time investment.

5. Make the Design Intuitive

All these examples prioritize clean, accessible design. 

Mixpanel’s survey blends seamlessly into its interface, and Evernote’s visually simple star ratings invite effortless interaction. 

Google Calendar’s feedback widget is small but functional, ensuring it doesn’t disrupt the user’s experience.

Actionable Tip: Design surveys to integrate naturally with your product interface. Use intuitive layouts and avoid overwhelming users with excessive colors or options.

Future of In-App Surveys and Trends

As we move into the future of in-app surveys, personalization, speed, and actionable insights are rapidly taking center stage, driven by both technological advancements and changing user expectations. 

Personalization is predicted to be a major trend in 2024, with companies leaning more on AI to offer hyper-personalized experiences. 

This shift is supported by new privacy-focused approaches, like behavioral fingerprinting, which allow brands to cater to user preferences without compromising privacy.

1- AI-Driven Personalization

Imagine a survey that feels like it was designed just for you. AI is making that possible by analyzing user behavior and tailoring questions to match individual preferences. 

AI-powered tools are playing a critical role in this transformation. They're helping brands scale personalized content creation, offering faster responses, and improving user interactions through contextual insights. 

This is expected to be a game-changer in customer experience management​. 

In fact, 65% of consumers say they want personalized experiences, and brands that can achieve this see measurable increases in engagement, loyalty, and sales.

2- Micro-Surveys for Instant Feedback

Micro-surveys are rapidly gaining popularity as an efficient way to gather feedback. 

These quick, single-question surveys often appear during key moments in the user journey, providing valuable insights without disrupting the experience. 

Studies suggest that micro-surveys significantly boost response rates due to their brevity—users are far more likely to respond when the survey takes seconds to complete.

For instance, simple actions like a thumbs-up or thumbs-down after a feature use or a rating scale about specific functionality can be highly effective. 

3- Real-Time Sentiment Analysis

One of the most exciting developments is the rise of real-time sentiment analysis. 

Tools are now capable of picking up on the tone of user feedback instantly, whether it’s through text or emojis. 

This technology offers a real-time advantage, as it enables you to address user concerns immediately. 

For example, when a user expresses dissatisfaction through a survey, the tool can automatically flag the feedback and notify the team for swift action, such as offering assistance or resolving an issue before it escalates.

What Does This Mean for You?

The takeaway here is clear: In-app surveys are no longer just about collecting feedback; they’re becoming a tool for creating richer, more personal user experiences. 

By tapping into these trends—whether it’s using AI, embracing micro-surveys, or leveraging real-time sentiment insights—you’re not just keeping up with the times. 

📈You’re actively strengthening the relationship between your product and its users.

Before You Go… Here’s Something Worth Considering

Why Interviews May Outshine In-App Surveys: Insights from Teresa Torres

This video features Teresa Torres, a renowned product management expert, discussing a key challenge in product development: relying too heavily on in-app surveys for understanding customer needs. 

She argues that while surveys are a common feedback tool, they often fall short in uncovering opportunities for improvement. 

Instead, she advocates for customer interviews as a more effective approach to gaining deeper, actionable insights.

Torres explains that surveys tend to limit the scope of user feedback by framing questions within predefined options or categories. 

While this makes data easy to analyze, it can miss the nuances of customer behavior and emotions. 

On the other hand, interviews allow for open-ended exploration, helping teams understand why users behave the way they do, not just what they do.

Key Takeaways:

Surveys vs. Interviews

Torres emphasizes that surveys are useful for validation and spotting trends but less effective at discovering unmet needs or innovative ideas. 

Interviews provide richer context and can lead to insights that surveys often overlook.

Practical Application

She encourages product teams to prioritize customer interviews as part of their discovery process. 

By asking thoughtful questions and truly listening, teams can identify opportunities for meaningful improvements or new features.

Actionable Advice

For teams accustomed to surveys, Torres suggests starting small with a few interviews to complement existing survey data. 

This blended approach combines the quantitative power of surveys with the qualitative depth of interviews. 

Conclusion

In-app surveys are such a great way to connect with your users and gather meaningful feedback. 

They help you understand what’s working, what’s not, and where you can make improvements—all while keeping users engaged in the process.

When you take a thoughtful approach—like keeping things short, personalizing the questions, and choosing the right moment to ask—you’ll create surveys that feel more like a friendly check-in than a task. 

And that’s how you build trust and strengthen your relationship with users.