When you launch an app and start marketing it, user feedback can be as much a source of pride and inspiration as it can be a great disappointment. In today’s world, almost every Internet user shares their opinion about a product. Analyzing this feedback is an important part of any marketing strategy. Tech giants such as Google or Amazon hire hundreds of people who monitor feedback about their services and respond to criticism and customer questions. You may not have the same resources as these corporations, of course, but you can respond to feedback and use it in your strategy without them.

How you build your customer feedback work depends on your attitude toward the product. The best approach is to view the app as a collaborative project with users and take feedback from them as an opportunity to build a trusted relationship and improve the offer.

A structured approach in analyzing user feedback consists of three key steps. First – you need to make sure you’re aware of all the feedback your users are generating. Second – this information should be used to build an understanding of how people interact with your products. And third, that knowledge should be used to increase conversions.

Reading reviews.
The first step is being aware of which locations are leaving feedback for you. Some resources may be more visible than others. For new apps, perhaps the most critical platform will be the stor where they are presented and where negative reviews will have the biggest impact on your download rate. But you also need to be aware of what users are saying about your app on social media and on specialized resources where potential customers can look for recommendations.

Responses to feedback should be of equal quality regardless of the platform where the publication is going. Responding positively to negative feedback is an opportunity to reduce potential damage to your brand and show customers that you are the kind of company that will listen to what they want. Responding to positive feedback is also important, although it’s often forgotten. A simple “thank you” to users who praise your app is surprisingly effective at building brand awareness, especially in those all-important few months after launch.

Funnel analytics and finding weak points
Once a meaningful number of app reviews accumulate, this information can be used for marketing strategy and conversion analysis. There are quite a few guides and approaches to working with user feedback, but all of them use the same basic principle – funnel analytics. Working with this method, you investigate how many users are attracted at each stage: from the first touch to the sale. And here, it’s worth looking not only at the number of users you attract, but also at the user feedback you receive at each stage.

In this way, you can identify any weak points in your marketing and product strategy. For example, you produce awesome content that people read and share, but they struggle to find your app in the store. The goal, ultimately, is to provide a seamless experience for the potential customer from the very beginning – from first getting to know the benefits of your app – to everyday use. And just by analyzing feedback step-by-step, you can uncover product flaws that users find annoying or discouraging.

Conversion tracking.
Analyzing user interactions with every part of the offer your app carries is important, but most companies focus on a single metric – conversion rate. Convincing interested customers to install your app and make a purchase in it is the hardest part of any marketing strategy. Therefore, conversion becomes the most focused aspect of the entire funnel.

What is important to pay attention to? You need to make sure that the app is easy to buy from and that the benefits are clearly outlined. Pricing is also an important conversion enhancing factor. If you find during user feedback analysis that customers complain that the app is too expensive, it’s actually a sign that your marketing strategy is working well. Users have found the app, noted its merits, and want to use it.

And that’s where starter offers, limited-time free downloads, free subscription tiers – tools that show the user what they’re paying for – come into play.

Building relationships
Research says millennials are increasingly treating brands like people and are looking for a personal relationship with the companies whose services they purchase. Consequently, analyzing user feedback and responding positively to it is an incredibly important part of the job to win over this group.