Ever wish you could read your users’ minds? You can get pretty close with in-app feedback. It's when you get feedback from users while they're using the app, and that is as close as you can get. 

In-app feedback lets you know what’s working, what’s not, and what needs to change while users are actively engaging with your product. This is a goldmine of data to improve the user experience, boost retention, and ultimately drive revenue.

By embedding feedback directly into your application, you eliminate the delays and gaps associated with traditional feedback mechanisms like email surveys or customer support interactions. Instead of playing a guessing game about what users want, you get concrete and actionable insights.

So today, let’s break down everything you need to know about in-app feedback, how to collect it effectively, and how to turn it into action.

What Is In-App Feedback?

In-app feedback is any kind of feedback collected inside your app while users are actively using it. Instead of sending long email surveys or relying on customer support interactions, you get user insights when they matter most: in real-time, while they’re experiencing your product.

How It Differs From Traditional Feedback

Traditional feedback collection methods, like long-form email surveys, require users to recall their experience from memory, leading to lower accuracy and response rates. On the other hand, in-app feedback captures users' behavior and thoughts as they happen inside the app, ensuring higher-quality insights that are much closer to the actual user perception. 

Here's a summary of what differentiates in-app feedback:

• Immediate – Users don’t have to wait to be asked how they feel.
  
  
• Contextual – Feedback is given while users are in the app, making it more relevant.
  
  
• Higher Response Rates – Users are more likely to answer quick in-app prompts than long surveys.
  
  

Common Examples of In-App Feedback

So what exactly does in-app feedback look like in action? Here are a few kinds:

• Pop-ups & Micro-Surveys – Short and sweet feedback prompts that allow users to provide quick responses without disrupting their experience.
  
  
• Feature Requests – Let users tell you what they need, helping to shape your product roadmap with real customer insights.
  
  
• Bug Reports – Instant issue reporting allows your team to identify and resolve bugs faster, improving overall user satisfaction.
  
  
• Usability Feedback – Identify friction points in real-time to enhance user experience.
  
  
• Net Promoter Score (NPS) – Measure customer loyalty and sentiment to track overall satisfaction and brand advocacy.
  
  

Why In-App Feedback Is a Must-Have

If you're still waiting for customers to email feedback, you're missing out big time. Here’s why in-app feedback is a game-changer:

It’s Instant

Waiting for quarterly surveys is like trying to fix a leaky pipe by checking for water damage once a year. In-app feedback gives you immediate insights, so you can address problems before they drive users away.

By allowing users to share their thoughts in the moment, you remove unnecessary friction and increase the likelihood of receiving high-quality feedback right away. Users don't have to remember issues later or navigate away from your product to provide their input.

It’s Contextual

Users give feedback in the moment, when the experience is fresh. This makes their insights more accurate and actionable.

For example, if a user encounters a usability issue while completing a task, they can immediately provide feedback about what went wrong. This context allows product teams to address issues faster and improve the user experience with real-world insights.

It’s Actionable

Unlike vague online reviews or long-winded complaints, in-app feedback provides clear, specific insights that can be addressed quickly.

With structured in-app surveys and feature requests, product teams can categorize feedback, prioritize updates, and develop data-driven improvements. You can then leverage this user input to build better features and experiences.

It Builds Trust

Customers feel valued when their feedback is heard. Acting on their suggestions makes them more likely to stick around.

In-app feedback creates a direct line of communication between your company and your users. When users see that their feedback leads to real improvements, they feel more engaged and invested in your product. This builds loyalty and reduces churn.

Types of In-App Feedback and How to Use Them

Now, let's get into the details of how to create in-app feedback. We'll go over several different types, and what they're most useful for. 

Microsurveys

Microsurveys are quick, one- or two-question app surveys designed to capture immediate impressions from users. These are highly effective in gauging sentiment on new features, customer satisfaction (CSAT), customer effort (CES), or overall usability without disrupting the user experience. Since they are short and to the point, micro-surveys often achieve higher response rates compared to lengthy survey questions.

Microsurveys come in various forms, but the most common are Net Promoter Score (NPS), Customer Satisfaction Score (CSAT), and Customer Effort Score (CES), each serving a unique purpose in measuring user experience.

• Net Promoter Score (NPS) measures customer loyalty by asking users how likely they are to recommend your product on a scale from 0-10. Users who respond with 9 or 10 are considered "Promoters," those giving a 7 or 8 are "Passives," and those scoring between 0-6 are "Detractors." Deploy NPS surveys at periodic intervals, such as every 90 days, to track changes in customer sentiment over time. Trigger NPS surveys after meaningful interactions, such as completing a transaction or reaching a milestone. Use follow-up survey questions to gain deeper insights from detractors and promoters alike. Analyzing trends in NPS scores helps determine which product areas need improvement.
  
  
• Customer Satisfaction Score (CSAT) surveys measure how satisfied users are with a specific aspect of your product or service. These surveys typically ask users to rate their satisfaction on a scale, often from 1-5 or 1-7. Deploy CSAT surveys after key interactions, such as a support chat, purchase, or feature use. Keep questions direct, such as "How satisfied were you with this experience?" Using CSAT trends helps identify which parts of your product delight users and which need improvement.
  
  
• Customer Effort Score (CES) surveys evaluate how much effort a user had to put into completing a task, such as finding information, resolving an issue, or using a feature. A lower CES score typically indicates a smoother, more efficient experience. Place CES surveys at friction points, like after completing onboarding or contacting customer support. Ask simple questions, such as "How easy was it to complete this task?" Using CES scores helps identify areas where users experience difficulties, ultimately boosting retention and satisfaction.
  
  

By combining NPS, CSAT, and CES surveys, companies can gain a comprehensive understanding of customer sentiment, product usability, and loyalty. Each metric provides valuable insights into different aspects of the user journey, helping teams prioritize improvements effectively.

Feature Requests

Feature request mechanisms allow users to voice their opinions about what they want to see in your product. This type of feedback helps teams prioritize development efforts based on actual user needs rather than assumptions.

Here's how you can take advantage of this in-app survey type: 

• Create a dedicated feedback portal where users can submit and upvote feature ideas.
  
  
• Encourage users to leave short explanations for their requests to better understand their needs.
  
  
• Group similar requests together to identify common themes and prioritize effectively.
  
  
• Provide regular updates to users regarding which features are being considered, developed, or released.
  
  

Bug Reports

Bug reporting tools help users inform your team about issues they encounter while using the app. Capturing bug reports directly from users can significantly speed up issue resolution.

Here's how bug reports can be a part of your in-app survey toolkit. 

• Integrate an easy-to-access bug report button in your app’s UI.
  
  
• Allow users to attach screenshots, recordings, or logs to give developers more context.
  
  
• Automate bug categorization based on keywords and severity to streamline fixes.
  
  
• Regularly communicate back to users about resolved bugs to show responsiveness.
  
  

Usability Feedback

Usability feedback focuses on identifying pain points in the user experience, navigation difficulties, or areas where users struggle to accomplish tasks. Understanding these friction points can lead to more intuitive design improvements.

Here's how you can make the best out of this type of in-app surveys.

• Prompt users with usability surveys after they complete a new workflow or update.
  
  
• Ask open-ended questions such as, "What part of this process was most difficult for you?"
  
  
• Track where users drop off in key flows to identify problem areas.
  
  
• Compare usability feedback with behavior analytics to get a clearer picture of what needs fixing.
  
  

How to Act on In-App Feedback

Once you have the customer feedback you need, now it's time to turn it into an actionable insight. 

Sort & Prioritize

Not all feedback requires immediate action, so categorizing it properly ensures that the most pressing issues are addressed first.

• Critical Issues – Bugs and major problems that impact the core functionality of the app.
  
  
• Feature Requests – Suggestions for improvements and new functionalities that can enhance the user experience.
  
  
• General Feedback – Comments related to usability, design, or overall performance that may not require urgent changes.
  
  

Close the Loop

Users appreciate when their feedback leads to real changes. Keeping them informed about updates and improvements fosters trust and encourages future participation.

• Publish release notes or update logs summarizing recent changes based on user feedback.
  
  
• Send personalized follow-up messages to users who submitted feedback to thank them and inform them of actions taken.
  
  
• Maintain an open feedback cycle where users feel heard and encouraged to continue providing input.
  
  

Use Trends, Not Just One-Offs

Instead of reacting to isolated feedback, look for patterns to drive meaningful product improvements.

• Aggregate feedback data over time to identify recurring themes.
  
  
• Cross-reference different types of feedback (NPS, usability reports, feature requests) to pinpoint overlapping issues.
  
  
• Use analytics tools to visualize common user pain points and prioritize them effectively.
  
  

Automate Where Possible

Manually sorting through feedback can be time-consuming, so leveraging automation tools can streamline the process and ensure no valuable insights slip through the cracks.

• Use AI-powered tools to categorize and analyze feedback efficiently.
  
  
• Implement automatic tagging and routing of bug reports to the appropriate teams.
  
  
• Set up notifications for high-priority feedback so that urgent issues are addressed quickly.
  
  

Choosing the Right In-App Feedback Tool

Ready to get started with in-app survey customer feedback? The easiest way to get going is to get a tool that will deploy those in-app surveys for you. But first, here are some things to look out for when getting a feedback tool. 

Scalability

As your product grows, so will the volume of feedback. A good feedback tool should be able to handle an increasing number of responses without performance issues. Look for solutions that allow feedback collection across different user segments and adapt to increased demand seamlessly.

Ease of Integration

A tool that requires complex setup and coding might be more trouble than it's worth. Ideally, your feedback tool should integrate effortlessly with your existing systems, including CRM platforms, analytics dashboards, and communication tools. A seamless setup ensures teams can act on feedback efficiently without technical roadblocks.

Customization

Can you brand the feedback prompts to match your app? A good tool should allow you to customize survey designs, question types, and response flows to align with your brand identity. Customization ensures that the feedback process feels like a natural extension of the user experience rather than an intrusive add-on.

Analytics & Reporting

Data is useless if you can’t make sense of it. Choose a tool that provides clear, actionable insights. Look for features like sentiment analysis, automated categorization, and trend spotting to help teams make informed decisions. The ability to generate detailed reports can significantly enhance how feedback informs product development strategies.

List of In-App Feedback Tools

Choosing the right in-app feedback tool is essential for effectively collecting, analyzing, and acting on user feedback. Here are six top tools to help businesses enhance their user experience:

1. Userflow

Userflow is an excellent choice for SaaS companies looking for a seamless onboarding and feedback collection tool. It offers in-app surveys, user onboarding flows, analytics, and automation, making it easy to engage users and gather insights. With an intuitive, no-code setup, Userflow enables teams to create personalized user experiences without requiring technical expertise.

2. Survicate

Survicate is ideal for teams that need flexible and customizable survey tools. It supports NPS, CSAT, and CES surveys, as well as in-app feedback widgets and integrations with CRMs. By enabling you to collect and analyze user feedback with minimal disruption, Survicate helps teams make informed decisions based on real user sentiment.

3. Instabug

Instabug is a powerful tool for mobile app developers who need to track bugs and monitor user sentiment. It provides in-app bug reporting, crash analytics, and user surveys, making it a comprehensive solution for debugging and gathering user feedback. Instabug’s detailed reporting features help development teams identify and resolve issues quickly, improving app performance and user satisfaction.

4. UserVoice

UserVoice is designed for companies that want to centralize and manage feature requests efficiently. It includes feedback forums, product roadmap insights, and integration with development tools, making it easier for product teams to prioritize improvements based on actual customer input. By giving users a voice in product development, UserVoice strengthens customer engagement and fosters long-term loyalty.

5. Hotjar

Hotjar is a leading tool for visualizing user behavior and gathering real-time user behavior feedback. It provides heatmaps, session recordings, and on-site surveys, allowing teams to see where users struggle and how they interact with different elements of an app. By combining analytics with direct user input, Hotjar helps you identify friction points and improve the overall usability of their products.

Common Mistakes to Avoid

Before you start, let's go over some things you shouldn't do when creating in-app surveys. 

Bombarding Users with Too Many Prompts

Too many pop-ups frustrate users and decrease engagement. Instead of overwhelming users with multiple feedback requests, time them strategically. Use event-based triggers to collect insights without disrupting the user experience.

Ignoring Negative Feedback

Negative feedback is valuable—address it promptly to prevent churn. While positive feedback is reassuring, critical feedback provides opportunities for improvement. A well-handled negative response can turn a dissatisfied user into a loyal advocate.

Not Closing the Feedback Loop

Users should know their input matters. Keep them informed about product changes. Providing updates on how their feedback was used builds trust and encourages ongoing engagement. Consider publishing changelogs, sending update notifications, or creating a dedicated user feedback forum.

Asking for Feedback at the Wrong Time

Timing matters. Avoid interrupting key workflows with feedback requests. Instead, request input after a meaningful interaction, such as completing a purchase, using a new feature, or resolving an issue. Well-timed feedback requests increase response rates and improve data accuracy.

Leverage In-App Customer Feedback For Product Success

In-app feedback is one of the most powerful tools for improving your product. By capturing user insights when and where they matter most, right when your users are using your app, you can eliminate guesswork and make data-driven decisions that enhance the user experience. 

But collecting feedback is just the first step. The real value comes from acting on it. Prioritizing and analyzing trends, closing the feedback loop with users, and integrating automation tools will ensure that feedback leads to meaningful improvements. Companies that actively listen to their users and continuously refine their product based on real-time insights will not only build a better product but also foster deeper customer loyalty.

With Userflow, you can plan out and execute on the entire feedback loop. We have the tools for you to collect in-app feedback, as well as UX pattern builders that will allow you to implement the insights you gain from your customer feedback data. So give it a go for free!