How to create delightful in-product surveys

October 20, 2023

In-product surveys are incredibly valuable because they provide real-time feedback from users who are actively engaging with your product. Moreover, in-product surveys drive much higher response conversions than regular surveys because they don’t redirect the users to a separate tab or window. As a reference, Hubble’s in-product surveys on average drive 30 to 40% higher response conversions than other well-known survey providers in the market.

The feedback collected through in-product surveys can be very valuable for product managers, UX researchers and UX designers, as it helps them identify areas for improvement and prioritize feature development.

All the benefits aside, when talking to some of our customers and prospects, we often times get questions on how to create well designed in-product intercepts and surveys. Given the Hubble team is spending a lot of time thinking about this topic, we wanted to share a quick blog post on what can help you create delightful feedback components in your web application. Below are some tips on how to create highly engaging and visually pleasing feedback intercepts:

How can I create beautiful and engaging in-product surveys?

1. Match your design systems:

Always make sure that your surveys match the rest of your product (i.e. color, border radius and background color at a minimum). When in doubt, involve your UX design team so that they can help you out 😃

Hubble’s builder lets you customize style inputs such as button color, background color and border radius

2. Use compact modals:

Hubble provides the option to insert micro banners instead of full modals. This allows product makers to create a much more visually pleasing experience while still enabling an intercept to engage with users.

Hubble’s compact cover option allows for a minimal banner that can help you collect feedback
3. Leverage links for more complex surveys:

Avoid adding more than four questions to in-product surveys. If you have a longer, more complex survey, link the users to a new page so that they can go through the questions separately. In-product surveys are meant to be quick and concise.

Hubble allows you to embed links into in-product widgets

How are Hubble customers using your in-product surveys?

1. Identifying areas for improvement

Well placed in-product surveys allow you to identify pain points in your product and understand what users want to see improved. By collecting and properly analyzing the feedback, you can identify patterns and trends that help you prioritize your product roadmap.

2. Improve customer satisfaction

By collecting feedback from your users, you can learn about their top concerns and improve their overall user experience. This can lead to increased customer satisfaction and loyalty, which in turn can drive customer retention and revenue growth.

3. Make user-centric decisions

In-product surveys provide valuable product related insights that can help you make feedback driven product decisions. By understanding what your customers are asking for, you can make informed decisions about what features to develop, what changes to make to your product, and where to focus your resources.

4. Recruit research participants

Hubble’s in-product surveys can be used to recruit users to form a research panel or a focus group. Our link builders allow you show your screener surveys or your calendly links so that you can build a panel of testers directly from your user base

5. Gather competitive intelligence

In-product surveys can also provide valuable competitive intelligence. By understanding what your customers like and dislike about your product compared to your competitors, you can identify opportunities for differentiation and competitive advantage.

In conclusion, in-product surveys can be powerful tools for gathering feedback and insights from your customers. By creating polished in-product components via Hubble, you will be able to listen effectively to your customers, understand their needs and preferences, you can make informed decisions that drive product development, improve customer satisfaction, and ultimately grow your company. If you have any questions, or if you would like to chat with our team, please contact us at or visit our page to book a quick intro call.

Frequently Asked Questions

How do in-product surveys differ from other survey methods?

In-product surveys are embedded directly within the product interface, allowing for real-time feedback. They capture user insights within the user's context, providing more contextually relevant responses.

How can I ensure high response rates for in-product surveys?

Minimize survey length, choose opportune moments for surveys, and clearly communicate the value of user feedback. Consider offering incentives, sweepstakes, or utilizing non-intrusive survey placements.

What types of questions are suitable for in-product surveys?

Short, targeted questions work best for in-product surveys. Focus on specific aspects of user experience, feature satisfaction, or potential improvements to gather actionable insights.

How can I address privacy concerns when using in-product surveys?

Clearly communicate the purpose of the survey and how data will be used. Anonymize responses where possible and adhere to privacy regulations. Provide opt-out options for users who prefer not to participate.

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Brian is the CEO and Founder of Hubble. Brian started Hubble to build a unified tool that allows product and UX teams to continuously discover their user's needs. Brian leads the sales and marketing efforts at the Company and he also works closely with the product team to deliver the best user experience possible for Hubble customers. In his free time, Brian likes to explore New York City and spend time with his family.

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