Peter Peter - Founder, UserActive

5 in-app messages to boost user engagement for your SaaS

In-app messages are key to helping boost user engagement for your SaaS. By avoiding the need to take users outside the app, users are more likely to take notice or complete the action presented in an in-app message. Whether this is a micro survey, a feature update or customer support, in-app messages drive user engagement and adoption and can help create a better customer experience overall. Here are 5 in-app messages that you can use to boost user engagement for your SaaS.

User Feedback

Collecting user feedback is crucial in understanding how users interact with and feel about your product. This information can help you make decisions on what improvements to make to provide the best user experience possible. The most common way user feedback is collected in-app is by using Net Promoter Score (NPS), micro surveys, asking questions, and short feedback and rating forms.

Source: ProProfs Survey Maker

The Net Promoter Score has been around since 2003 and was created by Fred Reichheld. He wanted a quick way to find out how satisfied customers were and how loyal they are to the product/company. Essentially, it’s a simple survey question that gauges customer satisfaction. Along various stages of the user’s journey, a company can send out an NPS. The question will look something like this, “On a scale of 0-10, how likely are you to recommend [our product or company]?”

Micro surveys are super quick surveys that users can complete in just a few clicks. This type of survey has a much higher response rate since less time and effort is required on the part of the user. Use micro surveys for:

  • Use case. Gather data on who is using your product and why
  • Competitor analysis
  • General information. Find out which features users enjoy most etc.

Product Updates

Product updates are an effective way of keeping users in the loop. Any time a change is made to solve an issue or release a new feature, it is important to communicate this to your users. Using customer feedback to make important updates or create new features shows your users that you are listening to their feedback and are using it to improve their user experience.

It’s key to bring these updates to the attention of your users at the right time and in the most effective way possible. This can be time-related, like when a user first enters the app after the update. It could also be contextual, appearing when the user moves to complete a related task. Product updates should be succinct and guide users through the update in an uncomplicated manner.

Educational Content & Training

Educational content and training massively impact product adoption. Implementing in-app tutorials and knowledge bases is a good idea to help educate your users. For example, an in-app tutorial helps users gain value from your product by showing new users how to use your product and highlighting key features.

A knowledge base is a great addition to have since users can access it at any time.

Customer Support & Success

Having strong customer support and success is key to any successful SaaS product. Apart from chat widgets, there are many ways you can support your users with other in-app messages. These messages aimed to help support users assist in creating a self-serve product, without the need for external support.

There are several benefits in-app support provides:

  • Reduces onboarding friction
  • Enhanced customer experience
  • Easy integration
  • Instant gratification

The more self-serve your product is, the better. By creating a knowledge base in-app, your users can head there directly and try to answer their questions at any time, without needing live personal assistance. Instant chats and FAQ/Help sections can help improve customer satisfaction by providing quick answers.

Slack does this well with its Help section. It has an easy-access search bar, categories to find answers easily, as well as an option for both Help requests and to contact them if you can’t find the help you need.

This example from Pendo is another great way to provide in-app support for your users. Users are greeted by someone with a photo, name and a direct email address to contact in case they need assistance. Apart from being great one-on-one support, this also aids in building trust between the user and the product.


In-app announcements are a great way to communicate upgrades, promotions, offers, and more. Using information collected from user feedback, you can target the promotions more effectively for each user.

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