Ever notice how often you open an app? Turns out, nearly half of users do it 11+ times a day—that’s a lot of opportunities to figure out what’s working and what’s not. But here’s the thing: most people won’t go out of their way to leave feedback unless you make it super easy for them.
Improvement is a big part of app development, and the best upgrades happen when businesses listen to their users at the right place and time. Ignore user feedback, and you risk delivering a frustrating experience that drives people away.
That’s where in-app feedback comes in. You can ask users for their thoughts while they’re actively using your app. A quick rating, a one-tap survey, or a simple comment box can give you the insights you need to refine the experience.
In this guide, I’ll walk you through how to collect in-app feedback effectively, the in-app feedback questions to ask, and, more importantly, how to use it to improve your app.
What Is In-App Feedback?
In-app feedback is like having a direct line to your users while they’re using your app. Instead of hoping they remember an issue later or leave a review (which usually happens when they’re frustrated), you can capture their thoughts in real-time. That means more accurate insights, fewer blind spots, and a better chance to fix what’s broken before it becomes a bigger problem.
But in-app feedback isn’t just about catching bugs—it’s a goldmine for understanding user behavior, spotting friction points, and finding ways to improve. From a quick rating and a survey to an open-text response, these real-time insights help businesses make smarter decisions and build experiences users enjoy.
General vs. Contextual In-App Feedback: What’s the Difference?
In-app feedback isn’t a one-size-fits-all approach.
Some surveys collect broad insights at any time, while others focus on specific interactions. Understanding the difference helps you ask the right questions at the right moment.
General in-app feedback is all about gathering overall impressions. It includes NPS, CSAT, UX, or open-ended surveys unrelated to user action. These surveys can run continuously and help track trends in customer satisfaction, product experience, or general sentiment.
On the other hand, contextual in-app feedback is triggered by specific user interactions—like testing a new feature, completing a purchase, or upgrading a plan. These surveys help businesses understand users’ feelings about recent updates, fixes, or major product changes.
Here’s a quick breakdown:
| Aspect | General In-App Feedback | Contextual In-App Feedback |
|---|---|---|
| When It’s Used | Anytime, independent of user actions | After specific interactions or events |
| Purpose | Gather overall sentiment, satisfaction, or general feedback | Understand reactions to new features, pricing changes, or support interactions |
| Examples | NPS, CSAT, and UX surveys | Post-update feedback, feature adoption surveys, support experience ratings |
| Best For | Tracking trends and long-term user sentiment | Spotting immediate issues and refining specific parts of the user journey |
7 In-App Feedback Examples & When to Use Them
Collecting in-app feedback isn’t just about the how—it’s also about the when. Timing plays a huge role in getting useful insights. Here’s a breakdown of the most effective in-app feedback methods and when to use them:
1. Embedded Surveys: Quick, targeted surveys that appear inside the app at the right moment.
Best for:
- Understanding user satisfaction with specific features.
- Collecting UX feedback after an interaction.
- Gauging customer sentiment in real-time.
When to use:
- After a user completes an action (e.g., finishing a tutorial using a new feature).
- When a user has been active for a certain period (e.g., after 10 logins).
- Before a major update to see what users want improved.
| 💡 Tip: Qualaroo’s contextual surveys ensure that users only see relevant questions, leading to higher response rates. |
2. Feedback Forms: A structured way for users to share detailed feedback.
Best for:
- Allowing users to report bugs or suggest features at their convenience.
- Collecting detailed insights on complex issues.
- Understanding frustrations users face that might not be covered in surveys.
When to use:
- Always available via a “Give Feedback” button.
- After users experience a major update and need a place to voice concerns.
- When you receive multiple reports of an issue and need more details.
3. Feedback Buttons & Triggers: Always-on feedback collection for real-time user insights.
Best for:
- Capturing spontaneous feedback when users experience issues or frustrations.
- Gathering feedback from users who might not engage with structured surveys.
When to use:
- During a beta test when you need feedback from early users.
- For ongoing monitoring of app performance and user experience.
- If users repeatedly visit a certain page or struggle with a feature.
| 💡 Tip: Some apps use shake-to-send feedback, which lets users report bugs in real-time by shaking their device—great for troubleshooting technical issues. |
4. User Ratings & Reviews: Encouraging app store or in-app feedback for public perception and internal insights.
Best for:
- Boosting app store rankings and visibility.
- Understanding how users feel about your app at a high level.
- Identifying recurring themes in user feedback.
When to use:
- After a positive user interaction (e.g., completing a task successfully).
- When a user has spent a significant amount of time in the app.
- After resolving a support ticket to gauge customer satisfaction.
| 💡 Tip: Tools like Qualaroo allow in-app NPS surveys, helping you measure customer loyalty before asking for public reviews. |
5. Direct Communication Channels: Personalized, real-time conversations with users.
Best for:
- Providing instant help when users run into issues.
- Gathering qualitative insights from engaged users.
- Addressing concerns before they turn into negative reviews.
When to use:
- When users interact with customer support.
- If a user visits the help section multiple times.
- For high-value users or paying customers who expect personalized service.
6. Beta Testing Feedback: Engaging early users before a full release.
Best for:
- Identifying bugs, usability issues, and feature improvements before launch.
- Testing new features with real users in a controlled environment.
- Reducing post-launch complaints by fixing issues early.
When to use:
- Before rolling out a major update.
- For new feature launches that could impact user experience.
- When testing new UI/UX designs or navigation flows.
7. Analytics & Usage Data: Understanding user behavior without asking questions directly.
Best for:
- Identifying issues users may not report themselves.
- Finding out which features users engage with the most (or ignore).
- Detecting trends and patterns in app usage.
When to use:
- Continuously in the background to track user behavior.
- After launching a new feature to see how users interact with it.
- When drop-off rates increase to investigate potential issues.
Choosing the Right Method for Your App
Not every method works in every scenario, but knowing when and how to collect feedback for the most valuable insights is key. Combining these methods ensures you capture input from different user segments, improve engagement, and make data-driven decisions.
With Qualaroo, you can trigger the right survey at the right moment—whether it’s a simple satisfaction poll or a deep dive into user pain points. The more seamlessly feedback fits into the user’s journey, the more valuable the insights.
25+ In-App Feedback Questions to Ask Your Customers
The right questions can make or break your feedback strategy. If you ask too broadly, you’ll get vague answers. If you’re too specific, you might miss bigger trends. The key is to ask clear, relevant questions that encourage users to share honest, useful insights.
Here are some great in-app feedback questions based on different goals:
General User Experience
- How would you rate your overall experience with this app?
- What do you like most about using our app?
- What’s one thing we could improve to make this app better for you?
- Have you encountered any frustrating moments while using the app?
Feature-Specific Feedback
- How useful do you find [specific feature]?
- Is there a feature you expected but didn’t find?
- What additional functionality would make [feature] more helpful for you?
- Did [feature] work as expected? If not, what issues did you face?
Bug & Issue Reporting
- Did you experience any technical issues while using the app?
- If you had any problems, what were they, and when did they occur?
- Can you describe what happened just before the issue occurred?
User Engagement & Retention
- What keeps you coming back to our app?
- Have you ever considered uninstalling the app? If so, why?
- What would encourage you to use the app more often?
Onboarding & First Impressions
- How easy was it to get started with the app?
- Was anything confusing or unclear during the onboarding process?
- What could have made the sign-up process smoother for you?
Pricing & Monetization Feedback
- Does our pricing match the value you get from the app?
- What would make you more likely to upgrade to a paid plan?
- Are there any features you’d be willing to pay extra for?
Net Promoter Score (NPS) & Loyalty
- On a scale of 0-10, how likely are you to recommend this app to a friend or colleague?
- What’s the main reason for your rating?
- What could we do to improve your experience and increase your score?
Exit Surveys (For Uninstalling Users)
- What’s the main reason you’re leaving the app?
- Is there something we could do to bring you back?
- What would have made you stay longer?
Additional Questions for Better Insights
- Would you like more customization options in the app? If so, what kind?
- Did you find the help/support section helpful? If not, what was missing?
- Have you used a similar app before? If so, how does ours compare?
10 Best Survey Types to Collect In-App Customer Feedback
Choosing the right survey at the right time makes all the difference. Here’s a rundown of the most useful in-app surveys and when to use them:
1. User Satisfaction (USAT) Surveys
User satisfaction surveys help you gauge how happy users are with your app. They usually include rating scales (e.g., 1-5 stars, Likert scales) or open-ended questions. These surveys capture general impressions rather than focusing on a single feature or experience.
Example Question: “How satisfied are you with this app overall?”
Best Time to Use: Periodically or after users have spent significant time in the app.
2. Customer Effort Score (CES) Surveys
A smooth experience keeps users coming back. CES measures how easy (or challenging) it was for a customer to complete key actions in the app. A high effort score means frustration—something you’ll want to fix fast.
Example Question: “How easy was it to [complete a specific task]?”
Best Time to Use: Right after a user completes an important action, like signing up or purchasing.
3. Net Promoter Score (NPS) Surveys
NPS surveys help measure user loyalty and how likely someone is to recommend your app to others. Users who score 9-10 are promoters, while those below 6 are detractors—helping you gauge overall sentiment and brand advocacy.
Example Question: “On a scale of 0—10, how likely will you recommend this app to a friend or colleague?”
Best Time to Use: After users have had enough experience with the app to form an opinion.
4. Feature-Specific Surveys
Not every feature is a hit. These surveys collect feedback on specific features, helping identify whether they meet user expectations. If a feature isn’t being used as expected, feedback can reveal whether users find it confusing, unnecessary, or simply don’t know it exists.
Example Question: “How satisfied are you with the new search function?”
Best Time to Use: After a new feature is introduced or updated.
5. Bug Report Surveys
Bugs are one of the fastest ways to frustrate and drive users away. Bug report surveys let users flag issues in real-time, allowing developers to fix problems before they impact retention. These surveys often include fields for describing the issue and providing screenshots.
Example Question: “Did you experience any issues while using the app? If so, please describe them.”
Best Time to Use: Always available through a feedback button or triggered when an error is detected.
6. Exit Surveys
Losing users is inevitable, but understanding why they leave can help prevent future churn. Exit surveys provide insights into user frustrations, missing features, or deal-breakers that push them away.
Example Question: “What’s the main reason you’re leaving?”
Best Time to Use: When a user initiates account deletion, unsubscribes, or goes inactive for a set period.
7. Onboarding Feedback Surveys
One of the biggest reasons users abandon an app is a confusing onboarding experience. These surveys identify whether new users can easily understand the app’s functionality and start without friction. Feedback helps refine onboarding flows and improve first impressions.
Example Question: “How easy was it to get started with our app?”
Best Time to Use: After users complete the onboarding process.
8. User Persona Research Surveys
Understanding who your users are helps shape product development and marketing strategies. Persona surveys collect demographic and behavioral insights to refine user personas. These insights help businesses tailor messaging, prioritize features, and target the right audience.
Example Question: “What best describes your role and how you use this app?”
Best Time to Use: During onboarding or periodically for deeper market research.
9. A/B Testing Feedback Surveys
A/B testing lets businesses compare different versions of a feature, but numbers alone don’t tell the full story. Adding surveys to A/B tests helps understand why users prefer one version over another, making A/B test results more actionable.
Example Question: “Which version of this feature do you prefer, and why?”
Best Time to Use: When testing UI changes, feature rollouts, or pricing plans.
10. Post-Interaction Surveys
Sometimes, the best feedback comes immediately after a user completes an action. Post-interaction surveys capture real-time reactions, preventing memory bias from affecting responses. These surveys help optimize key app interactions and improve user experience.
Example Question: “How was your experience making a purchase today?”
Best Time to Use: Right after a transaction, booking, or sign-up.
Best Practices for In-App User Feedback Collection
I’ve seen plenty of apps ask for feedback in ways that feel intrusive or irrelevant, and let’s be honest, we’ve all dismissed a survey pop-up that appeared at the wrong moment. If you want real, actionable feedback, you need to be strategic about how and when you ask. Here are some of the best tips to help you get in-app feedback more effectively:
- Keep It Short and Relevant
No one wants to spend five minutes filling out a survey while using an app. Ask only essential questions and keep them concise. A single-question nudge like “How was your checkout experience?” is far more effective than a long-form survey that users will likely abandon.
- Time It Right
Timing is everything. Asking for feedback immediately after a key interaction—like completing a purchase, trying a new feature, or resolving a support request—ensures the experience is fresh in the user’s mind. Avoid interrupting users when they’re in the middle of completing a task.
- Use Contextual Triggers
Rather than displaying generic feedback requests, trigger surveys based on user behavior. For example, if a user spends a long time on a particular screen or repeatedly exits a feature, prompt them with a survey asking what’s confusing or what could be improved.
- Offer Multiple Feedback Channels
Not everyone engages in the same way. Some users prefer quick rating scales, while others might want to leave detailed comments. To cater to different preferences, use a mix of survey formats, feedback buttons, and support chat options.
- Ensure Feedback Feels Actionable
Users are more likely to engage if they feel their feedback leads to improvements. Let them know how their input is used—whether implementing a requested feature or fixing a reported issue. A simple confirmation message like “Thanks for your feedback! We’re working on improving this feature” can go a long way.
- Avoid Feedback Fatigue
Constant pop-ups can frustrate users and lead to survey avoidance. Set frequency rules to ensure users aren’t bombarded with feedback requests every time they open the app.
- Analyze and Act on Data
Collecting feedback is only half the battle—acting on it is what matters. Review responses regularly, look for recurring issues, and integrate feedback into your app updates. Close the loop by informing users about the improvements made based on their input.
Top 5 Tools to Gather In-App Feedback With Ease
I’ve seen firsthand how in-app feedback can shape an app’s success, but only if you use the right tools. With so many options out there, I know it can get overwhelming. So, to save you time, here are five top-rated tools that make in-app feedback collection effortless and actually give you insights you can use:
1. Qualaroo
Qualaroo excels at gathering targeted, real-time feedback directly within your app. Its “Nudges™” are contextually relevant surveys that appear at the best, most relevant moments in the user journey, ensuring higher engagement and more accurate responses. The IBM Watson integration allows you to automatically analyze open-ended feedback and understand the emotional tone behind user responses.
Best for: Targeted in-app surveys, real-time feedback collection, and sentiment analysis.
What You Will Like:
- Quick deployment, often without developer assistance.
- Professional survey templates (CSAT, NPS, CES, Exit-intent, etc.).
- Gathers qualitative, quantitative, and contextual feedback.
- Customizable templates.
- Advanced targeting and survey triggers.
- Branching and Skip Logic.
- Integrates with various tools (HubSpot, MailChimp, Salesforce, Google Analytics).
What You May Not Like:
- No downloadable or on-premise version.
- The free plan lacks a dedicated account manager (unlike paid plans).
Price: Starts at $19.99/month. Free version with premium features available.
2. Userlytics
Userlytics is a user testing and feedback platform that offers a range of tools, including in-app surveys, to gather user insights. It emphasizes understanding user behavior and improving the user experience through various methodologies like moderated and unmoderated user testing, card sorting, and more, in addition to in-app feedback collection.
Best for: User testing.
What You Will Like:
Comprehensive user research platform.
In-app surveys and feedback tools.
Diverse research methodologies beyond just surveys (user testing, card sorting, etc.).
Detailed reporting and analytics.
Strong support for mobile app research.
What You May Not Like:
- It can be more expensive than other tools, especially if you’re primarily focused on just in-app surveys.
- It may be overkill if you’re only looking for basic in-app feedback features and aren’t interested in broader user testing.
Price: Starts at $34/session.
3. Instabug
Instabug is primarily known for its bug reporting and crash reporting capabilities, but it also offers valuable in-app feedback tools. It simplifies the process for users to report bugs, provide feedback, and even start a chat with your support team directly within the app. Instabug’s focus on bug reporting makes it particularly useful for identifying and resolving technical issues.
Best for: Bug reporting, crash reporting, and user feedback.
What You Will Like:
- Easy bug reporting and feedback tools.
- Detailed crash reports.
- In-app chat support.
- Integrates with development tools.
What You May Not Like:
- Primarily bug-focused.
- Survey features may be less advanced than dedicated survey platforms.
Price: Starts at $249/month. Free trial available.
4. Hotjar
Hotjar is a popular website analytics and feedback platform that also offers in-app survey capabilities for mobile apps. It offers extensive features to understand user behavior, including heatmaps, user recordings, and in-app surveys. Hotjar’s focus on user behavior analysis makes it a helpful tool for understanding how users interact with your app.
Best for: Website and mobile app analytics.
What You Will Like:
- A suite of user behavior analytics tools.
- In-app surveys for mobile feedback.
- Heatmaps and user recordings.
- Relatively affordable.
What You May Not Like:
- In-app survey functionality might be less specialized than some dedicated mobile feedback platforms.
- It’s only a good option if you’re already using Hotjar for website analytics.
Price: Starts at $32/month. Free plan available.
5. SurveySparrow
SurveySparrow differentiates itself with its focus on interactive and conversational surveys. It aims to create more engaging survey experiences that encourage higher completion rates. SurveySparrow offers mobile-friendly in-app surveys that can be customized to match your branding.
Best for: Engaging and conversational in-app surveys.
What You Will Like:
- Interactive and conversational survey format.
- Mobile-friendly in-app surveys.
- Customizable branding.
- Integrations with other tools.
What You May Not Like:
- May be more focused on general surveys than mobile-specific feedback tools.
- The conversational format, while engaging, might be less efficient for quick, transactional in-app feedback.
Price: Starts at $19/month. Free trial available.
Benefits of Using In-App Feedback
At the heart of it all, in-app feedback isn’t just about collecting opinions—it’s about actively shaping the app into something users genuinely enjoy. Every comment, suggestion, or report is an opportunity to make improvements that keep users engaged and happy.
Here is what in-app feedback is run for:
- Understanding User Satisfaction
Every app has its strengths and weaknesses, but user feedback is the only way to truly know what’s working. In-app feedback helps measure satisfaction levels by capturing real-time opinions on specific features or the app as a whole. Instead of guessing what users like or dislike, you get direct insights into their experience, allowing you to refine and improve where needed.
- Improving User Experience (UX)
A smooth, frustration-free experience keeps users coming back. If navigation feels clunky or a feature is confusing, users might just abandon the app without saying a word. In-app feedback helps spot these usability issues early. From simplifying a multi-step process and adjusting button placements to fixing slow load times, small improvements based on real user feedback can make a huge difference in retention.
- Driving Product Development
Instead of brainstorming in a vacuum, in-app feedback clearly indicates what users actually need. Some features might be widely loved, while others might be completely ignored. Understanding user preferences helps prioritize the product roadmap, making sure that updates and new features align with real demand rather than guesswork.
- Catching and Fixing Bugs
Bugs and glitches can slip through even the most rigorous testing, but users are quick to notice when something doesn’t work. Be it a checkout glitch, a login issue, or a crashing screen–real-time in-app feedback allows users to report problems immediately. Quick identification means quicker fixes, reducing frustration and preventing negative reviews from piling up.
- Tracking App Performance Over Time
Rolling out updates is one thing—making sure they actually improve the app is another. In-app feedback helps track how new features or design changes impact the user experience. Are people loving the latest update, or is something throwing them off? Keeping an eye on feedback ensures that each change moves the app in the right direction.
- Boosting Engagement and Retention
Users appreciate being heard, and when they see their feedback leading to real changes, it strengthens their connection with the app. Engaging with feedback—either by implementing requested features or fixing pain points—builds trust. It’s a simple but effective way to keep users loyal and encourage long-term engagement.
- Making Data-Driven Decisions
Without solid data, decisions can feel like shots in the dark. In-app feedback provides concrete insights into user behavior, making it easier to refine pricing models, improve onboarding, or tweak marketing strategies. Rather than relying on assumptions, companies can make informed choices that directly improve user experience and business outcomes.
- Staying Ahead of the Competition
The best apps don’t just launch and sit still—they evolve. Regularly collecting and acting on in-app feedback keeps the app fresh, relevant, and aligned with user expectations. While competitors might be slow to adapt, businesses that continuously refine their apps based on user insights stay ahead in the game.
Why In-App Feedback Matters?
In-app feedback does more than just collect opinions—it eliminates the gap between user expectations and app functionality. It gives you direct, unfiltered insights into how users interact with your app, what keeps them engaged, and what pushes them away.
Instead of waiting for users to leave negative reviews or abandon the app silently, in-app feedback gives you the opportunity to pinpoint & fix issues before they escalate. It’s a chance to fine-tune features, eliminate roadblocks, and create a user experience that feels seamless and intuitive.
Beyond troubleshooting, in-app feedback is a powerful tool for strategic growth. It helps businesses align their product roadmap with real user needs rather than assumptions. When refining an existing feature, introducing something new, or optimizing onboarding, user-driven insights ensure that updates serve a real purpose.
Moreover, by actively responding to feedback and implementing changes, you strengthen user loyalty—when people see their input shaping the app, they’re more likely to stay engaged and advocate for it.
Make In-App Feedback Work for You
When you ask the right questions at the right time, you’re not just getting opinions—you’re getting real insights that can shape better features, fix frustrating issues, and keep users coming back.
But feedback only matters if you actually do something with it. Users want to know they’re being heard, so when you make improvements based on their input, it strengthens trust and engagement. A smoother, more intuitive app means happier users—and happier users stick around.
With the right approach and the right tools (like Qualaroo), in-app feedback becomes less of a task and more of a game-changer. So start listening, start improving, and watch your app grow.
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