Service recommendations, product suggestions, and online reviews – having verified confirmation of a product’s quality is generally a must for many consumers. Whether it’s searching for a new app or looking to change from an existing one, the digital word of mouth-esque approval that can be found in ratings and reviews can potentially make or break a user’s decision to download your app.
A critical component of App Store Optimization is managing these app reviews effectively, as they wield immense power in shaping user perceptions and influencing app store performance. In this article we’ll dive into the world of app ratings & reviews, exploring their impact on credibility, rankings, conversions, and user trust.
Positive app ratings & reviews are coveted by every developer and app marketer. So much so that depending on just the numerical value of your app rating, users will be quick to learn more about your app or disregard it entirely. Taking the time to understand how positive reviews can impact your app store performance is key to taking steps to nurture even more of them:
Credibility Boost: Think of positive reviews as testimonials from satisfied users. They serve as social proof, assuring potential users of your app’s quality and reliability. The higher your rating, the more likely a user is to trust your service.
Higher Conversions: Positive ratings and reviews act as powerful endorsements. When a prospective user sees others singing praises about your app, the likelihood of them hitting the ‘Download’ button significantly increases.
Enhanced Rankings: App stores are not just marketplaces; they are algorithms. Positive reviews play a role in boosting your app’s visibility. Higher ratings can often translate into higher rankings and feature opportunities, leading to more eyeballs on your app and more chances for conversions.
As positive reviews can impact your app store performance, negative ratings and reviews can have the same, inverse effect. An app whose rating is below 4 stars can expect to experience lower conversions. Couple this with negative reviews and you can see your overall app store performance drop due to the lack of trust and credibility users have.
However, negative ratings and reviews are also invaluable sources of feedback that can steer your app towards improvement. Below you can find some causes of negative reviews and how you can work to resolve each one:
Bugs & Glitches: Technical hiccups can frustrate users. Apps that crash, freeze, or exhibit errors prompt users to voice their disappointment. Ensure your app is running smoothly with proper and consistent maintenance to avoid potential issues.
Poor User Experience: Apps that are difficult to navigate, have confusing interfaces, or lack intuitiveness lead to unhappy users. By performing quality assurance tests or running your UI through focus groups you can enhance your chances of developing a positive user experience.
Expectation Mismatch: When an app fails to deliver what it promises, users feel let down, leading to negative reviews. This is why communicating app features and functionalities accurately is essential. Aim to keep your metadata in creatives in line with what your app actually does and the message you want to transmit.
Customer Service Issues: Users expect prompt and helpful customer support. Unresolved queries or unresponsive support teams can lead to negative feedback. It should be at the top of your priority list to communicate with each customer as early as possible to build trust between both parties.
You can also learn more on our blog about what happens when your app rating is low.
Responding to negative reviews is an art that requires empathy, patience, and dedication. A response that genuinely aims to help and improve the user’s experience can shift the direction of a user’s attitude towards your app from negative to positive. Potential users that come across your app listing will also see the effort on your part to resolve the issue and value that when deciding on whether to download or not.
Timely Responses: Acknowledge negative reviews promptly. A swift response shows that you value user feedback and are actively working towards solutions.
Problem Resolution: Dive deep into reported issues and work on resolving them. Keep users informed about the progress and update your app accordingly.
Seek Clarifications: If a negative review is vague, reach out privately to the user, seeking more details about their experience. Personalized interactions demonstrate your commitment to user satisfaction.
Showcase Improvements: After implementing changes based on feedback, circle back to the negative reviews and update users about the improvements made. Transparency fosters trust.
Positive reviews are not just tokens of appreciation; they can also be valuable marketing assets. As described in the introduction, positive feedback serves as verified confirmation from another user that your app is worth downloading. Not incoporating this feedback into your ASO strategy is a wasted opportunity to build trust and credibility.
Highlight Reviews in Your App Listing: Integrate snippets of positive reviews into your app metadata and creative assets. Quotes about preferred features, positive experiences, or personal preferences all lend credibility to your app experience.
Engage with Positive Reviewers: Thank users for positive reviews. Acknowledging their feedback creates a sense of interest and community, encouraging more users to share their positive experiences.
Encourage Ratings and Reviews: Within the app, gently prompt users to leave reviews. You can even incentivize the action by providing exclusive offers for those that do so.
By paying attention to your satisfied users and recognizing their positive feedback you’re directly nurturing your app community, potentially creating more word of mouth opportunities.
In the landscape of app marketing, it can seem like we have little control over how we mold app ratings and reviews to serve us. However, acknowledging both negative and positive reviews can provide valuable insight as to your current app experience and help devise your strategy on how to move forward. Addressing negative reviews with sincerity and leveraging positive ones strategically can transform dissatisfied users into loyal advocates.
By embracing the power of reviews, you not only improve your app store performance but also foster enduring relationships with your user base, ensuring your app’s longevity and prosperity in the competitive app store ecosystem, while making the most of the different resources available when figuring out how to market an app.