Tapping into user feedback to make apps users love
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The document discusses the importance of user feedback in creating successful applications, highlighting the significance of identifying 'wow' moments that delight users. It outlines techniques for aggregating feature requests, responding to user feedback, and leveraging social media to enhance marketing efforts. Key takeaways include monitoring reviews, initiating conversations through review workflows, and studying competitors to improve app development and user experience.
Tapping into user feedback to make apps users love
- 1. Making Apps People Love: How to tap into user feedback Claire McGregor Co-‐founder, Appbot.co
- 2. Making apps people love = listening to users. Key techniques are…
- 3. IdenGfying (or creaGng) a “Wow!” moment.
- 4. AggregaGng feature requests in app reviews.
- 5. Understanding the impact of listening to users (or not L).
- 6. StarGng conversaGons: Review workflows.
- 7. PuSng your inbox to work.
- 8. Using TwiVer to your advantage.
- 10. IdenGfying or creaGng your app’s “Wow” moment?
- 11. 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
- 12. 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….”
- 13. Really life-‐changing apps oZen have more than one.
- 14. A properly leveraged “Wow!” moment maximizes online & offline referrals to your app. Some examples…
- 15. The voice prompts in 7 Minute Workout
- 16. The accuracy, speed & simplicity of Shazam
- 17. The transparency & efficiency of Uber
- 18. Why “Wow” maVers so much…
- 19. Get your users to “Wow!” fast
- 20. Use it in MarkeGng
- 21. Make it easy to share Ask for reviews at the right =me
- 22. A properly leveraged “Wow!” moment maximizes online & offline referrals to your app.
- 23. Great “Wow!” moments don’t happen by accident…
- 24. 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
- 25. Finding feature requests in reviews, fast
- 26. 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
- 28. Clustering – Word Clouds
- 29. Clustering – rank words by count
- 31. Results of listening closely
- 33. What about when things don’t go to plan?
- 34. Iterate quickly based on data-‐driven prioriGes.
- 35. Make use of release notes in App Store.
- 36. NoGfy requestors of changes.
- 37. Monitor raGngs & reviews for reacGon.
- 38. Start conversaGons: Review workflows
- 41. Funnel happy users to review
- 42. Un-‐happy users to send feedback
- 43. More 5 star reviews Ability to iniGate a conversaGon – ask for more info etc Increased text feedback Less 1 star reviews The benefits:
- 44. If you’re lucky…
- 45. PuSng your inbox to work
- 46. Clustering… again • Manually – Trello – Gmail labels – Google Spreadsheet
- 47. Clustering… again • Manually – Trello – Gmail labels – Google Spreadsheet • Automate – CRMs like Zendesk – More basic version with Gmail filters (teams of one)
- 48. Using CRM’s for feature requests:
- 49. Build what is requested most oZen, not most recently.
- 50. Close the loop: NoGfy requestors when you’ve built the feature they asked for.
- 51. 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.
- 52. Use TwiVer to your advantage
- 53. 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”
- 54. Or if not:
- 57. 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”
- 58. Two good reasons to love your compeGtors.
- 59. CompeGtors do your research for you
- 60. You are probably faster than they are!
- 61. 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….
- 62. Look for • Pain points • Requests • Sugges=ons Then do it faster or becer (or both!).
- 63. 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
- 64. Tweet me, maybe? @clairesayshi @AppbotX Read more: blog.appbot.co