Tapping into user feedback to make apps users love
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Transcript of Tapping into user feedback to make apps users love
Making Apps People Love:
How to tap into user feedback Claire McGregor
Co-‐founder, Appbot.co
Making apps people love = listening to users.
Key techniques are…
IdenGfying (or creaGng) a “Wow!” moment.
AggregaGng feature requests in app reviews.
Understanding the impact of listening to users (or not L).
StarGng conversaGons: Review workflows.
PuSng your inbox to work.
Using TwiVer to your advantage.
Loving your compeGtors.
IdenGfying or creaGng your app’s “Wow” moment?
Really successful apps have 3 things in common:
• They delight users • They understand exactly what in their app leaves users feeling delighted (the “wow”)
• And they use that informa=on effec=vely – Marke=ng – ASO
What is a “wow” moment”
It’s the moment(s) in your app that: • Makes users smile • Users show their friends and family • Is oGen shared on social media • Is repeatedly men=oned in 5 star reviews • If you talk to users (other than your mum), it’s probably the thing they say “I really love how it….”
Really life-‐changing apps oZen have more than one.
A properly leveraged “Wow!” moment maximizes online & offline referrals to your app. Some examples…
The voice prompts in 7 Minute Workout
The accuracy, speed & simplicity of Shazam
The transparency & efficiency of Uber
Why “Wow” maVers so much…
Get your users to “Wow!” fast
Use it in MarkeGng
Make it easy to share
Ask for reviews at the right =me
A properly leveraged “Wow!” moment maximizes online & offline referrals to your app.
Great “Wow!” moments don’t happen by accident…
How did these companies create and capitalize on these? Where to look What to do
5 star reviews Read and cluster by word and theme
Competitor reviews Read and cluster – look for feature requests
Social media channels Look for most favourited/retweeted/shared suggestions or existing features
Competitors’ social media channels Look for most favourited/retweeted/shared feature requests or pain points
Feedback channel – review workflow Organize & cluster feature requests and compliments in feedback from happy users
Support emails Organize & cluster feature requests and compliments in emails
Finding feature requests in reviews, fast
Low-‐tech opGons
• Search for clue phrases in app reviews – "Would be great if…" – "Could you please…" – "Please add…"
• Record results somewhere shareable: – Excel via Dropbox – Google Sheets – Trello
Clustering by topic
Clustering – Word Clouds
Clustering – rank words by count
Results of listening closely
What about when things don’t go to plan?
Iterate quickly based on data-‐driven prioriGes.
Make use of release notes in App Store.
NoGfy requestors of changes.
Monitor raGngs & reviews for reacGon.
Start conversaGons: Review workflows
Well-‐located prompt
Qualifying Ques=on
Funnel happy users to review
Un-‐happy users to send feedback
More 5 star reviews
Ability to iniGate a conversaGon – ask for more info etc
Increased text feedback
Less 1 star reviews
The benefits:
If you’re lucky…
PuSng your inbox to work
Clustering… again
• Manually – Trello – Gmail labels – Google Spreadsheet
Clustering… again
• Manually – Trello – Gmail labels – Google Spreadsheet
• Automate – CRMs like Zendesk – More basic version with Gmail filters (teams of one)
Using CRM’s for feature requests:
Build what is requested most oZen, not most recently.
Close the loop: NoGfy requestors when you’ve built the feature they asked for.
Hard lessons about support
• Start straight away • Make sure it’s shareable • Think long-‐term • Best if in-‐line with other channels like reviews and social media – run reports in one tool.
Use TwiVer to your advantage
If you have a large TwiVer presence: • Learn your customer’s response to your “wow” moment or UVP – Search “Your_handle wow_moment”
• Track down (and correct) known issues – Search “Your_handle known_issue”
Or if not:
You can do the same:
• If you’ve got hunches about compe=tor pain points, quan=fy them: – Search “compe=tor_handle/name pain_point”
– Then solve them!
• If you want to test your point of difference really macers to compe=tors users: – Search “compe=tor_handle/name point_of_difference/wow_moment”
Two good reasons to love your compeGtors.
CompeGtors do your research for you
You are probably faster than they are!
Watch them closely
• Google Alerts • Monitor them with a Twicer search • Follow their Facebook page • Follow them on Quora • Subscribe to their content • Monitor their reviews • And anywhere else that you can measure user interac=ons….
Look for
• Pain points • Requests • Sugges=ons Then do it faster or becer (or both!).
A quick recap
• Iden=fying your “wow” moment • Quick ways to aggregate feature requests • The impact of listening to users (or not L) • Star=ng conversa=ons with review workflows • Pueng your inbox to work • Using Twicer to your advantage • Two good reasons to love compe=tors
Tweet me, maybe? @clairesayshi @AppbotX
Read more: blog.appbot.co