How to Analyze User Feedback: A Step-by-Step Guide
This article will answer how to conduct feedback analysis that effectively informs your product decisions and subsequently helps decrease churn rate.
This article will answer how to conduct feedback analysis that effectively informs your product decisions and subsequently helps decrease churn rate.
Product managers understand the importance of effective feedback analysis, which can be used for:
At UserVitals we also know just how difficult feedback analysis can be. You are often dealing with large volumes of feedback that isn’t immediately actionable and needs to be properly categorized. This article will answer how to conduct feedback analysis that effectively informs your product decisions and subsequently helps decrease churn rate.
Not having enough user feedback is rarely a problem for product managers. Most of you will have at least five customer touch bases:
Collecting and managing different feedbacks from these channels can be overwhelming. But with a good feedback system you can streamline and organize this feedback without missing important information.
You can use platforms like UserVitals to capture, organize and filter user feedback from any platform, making your life that much easier!
Analyzing your feedback through segmentation allows you to understand how customers are interacting with your product and how to improve upon your various efforts, including on marketing, sales and product development.
There’s a good chance that you have many types of users with different behaviors. Some might use your product daily, while others use it every now and then, some may be paying premium subscription rates, while others are on your free plan. Each type of user will have different needs.
Divide your users into groups with similarities. There are many ways that you can segment your user base:
You can take just one or a combination of these factors to create your user segments.
Once you have segmented your user base you can analyze your feedback accordingly. For example:
You can ask your user segments further questions to get insight into their feedback. UserVitals gives you the flexibility to collect private feedback simply by sending a link to selected users.
Remember that all the factors you use to segment your user base are subject to change over time. Both your users’ habits and your SaaS will evolve. You will find that users graduate from one segment to another. Analyze feedback through segmentation and adapt to your users’ changing behaviors.
Many product managers opt for top-level workarounds for feedback analysis such as word clouds or frequency tables. What this can fail to do is provide teams with insights that are actionable.
Common mistakes when analyzing feedback are:
Qualitative feedback gives you the tools to analyze the root causes of your user’s issues or concerns. Be careful, as this type of feedback can often be open-ended or unstructured. Categorizing your feedback into themes is a powerful tool for qualitative feedback analysis.
Pulling your feedback into categories empowers you to analyze results and create an action plan based on your key findings. It also ensures your analysis is more efficient because it captures all feedback received and what is being said between the lines.
Categories that you may find useful to consider are:
Themes are particularly useful when feedback insights require action from multiple teams. Set themes that are team or department wide, and make your subthemes more team specific. For example, if your theme is the product feature “user profile”, a possible sub-theme could be “user login not working”.
Remember to:
Once you have categorized your feedback, label it to inform your roadmap using the MoSCoW method touched on in our recent article.
Create a source of truth that future product managers can use to understand the types of feedback given in the past, the product decisions and actions taken to tackle them, and the results.
Create a report of products and services and their related feedback. This is invaluable to identify and track:
In order to keep your users engaged in the product experience you need to provide transparency into what your team is working on.
84% of people say that being treated like a human being rather than a number helps to secure them as a customer. If a user has informed you of their pain point(s) they want to know it is being dealt with.
Being transparent about your product roadmap will help your users’ appreciate your priorities.
The UserVitals public roadmap serves this purpose and subsequently encourages further feedback from your users and stakeholders.
Without effective analysis, key insights slip through the cracks and you miss out on creating solutions that will decrease churn rate and increase your average user’s lifetime value.
One solution is to build effective feedback loops into your product roadmap that capture and compile all your user feedback in one place. Then you can look for patterns and correlations that indicate your strengths and areas for improvement.
Make sure that you’re showing your users that you care about what they have to say and make changes accordingly.
With a good customer feedback CRM tool to automate analysis you'll free up time to tackle the issues presented, test and retest your solutions and secure user satisfaction.
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A feedback tool done differently. UserVitals helps teams collect, organize and prioritze customer feedback.