Capture feedback on mobile devices

1. Use tools like Usabilla and competitive benchmarking to better understand your users and their perceptions.

Competitive benchmarking gives deeper insights into what motivations and perceived benefits users have for choosing your site, as well as behavioral cues that may affect their purchasing decision. More importantly, it establishes a baseline you could use to measure subsequent changes in perception. Usabilla’s mood score offers a simpler method of benchmarking by asking users how they feel about your website and comparing the feedback across websites in the same industry.

2. Conduct user testing to identify and understand friction points in your UX and UI.

While it doesn’t explore user perceptions, motivations, or fears, user testing is useful for identifying friction in your UI or UX.

3. Use intercept surveys to understand you users’ fears, uncertainties, and doubts (FUDs).

The aim of an intercept pool is to get a detailed description of the user’s state of mind while going through the online experience. This feedback is usually given in the user’s natural language, making it valuable for both improving mobile UX and optimizing copy on your sales pages.

4. Ask users for their feedback right after they’ve taken action.

Mobile visitor attention spans are short. They’ll barely remember the cost of your product, let alone what they thought of your sales page if you ask them what they think about it a week after a purchase.

5. Use intercept surveys on your thank you page to learn which aspects users who just made a purchase pay attention to.

Only ask relevant, time-sensitive questions and don’t waste time with an explanation—jump straight to the questions.  Some questions you could ask users who just purchase include: What is the one thing that almost kept you from buying? This will give you answers about a variety of fears and potential friction points. What did you like about the checkout process? This gives you a better idea of what your customers like and what they paid attention to.  Positive feedback can also foster growth. For example, once a customer leaves positive feedback, your survey software can display a popup that prompts happy customers to rate your product on a site or app store.

6. Use multi-step exit surveys for feedback from users leaving a sales page without buying.

Users could drop off at any time during the survey, so ask questions in a multi-step form and save each answer as it’s entered.  Some questions you might want to ask: What were you looking to accomplish with this visit?  Did you have any intention to buy when you started browsing the sales page? Does the product/service meet your needs? What kept you from buying? You can also retarget non-purchasers on social media in the first 24 hours following a visit. Doing so can even bring in extra sales—every time users return to your site, you have another chance to sell to them.