Mobile Apps: Work your way to better ratings

Written by on April 26, 2016

App store ratings & reviews are gaining importance

We all know users do look towards ratings/reviews (and download count for Android) before they make a commitment towards downloading and trying out an app.

According to recent research, appstore ratings have become even more important as a criteria for enhancing app discovery. Appstore search rankings now may have a higher weightage attached to rankings than before – it used to be largely download volumes and download velocity that drove the search algorithms.

So what are the measures an app developer/business can take to get better ratings and reviews for your apps?

Actively find ways to:

  1. Increase your base of happy users,
  2. get more of your happy users to rate/review you on the App Store,
  3. decrease the number of your unhappy users and
  4. give unhappy users a place to engage with you that isn’t the App Store.

Here is how you can do it:

1. Decide on metrics
– Firstly, figure out metrics that tell you who are your most engaged and happy users (maybe it is someone who has used your app for over 10 minutes/day for the last 4 days, maybe its someone who has made more than 3 transactions in your app in the last month).

2. Engage the happy ones
– Prompt your happy users to either rate you on the app store, or engage with you in conversation if they have ideas on how you can make the experience even better. Give them something they can enjoy for being loyal and engaged (maybe a promo code for an in-app purchase, or a premium feature).

3. Find what’s wrong with the not too happy
– Reach out to a set of users who aren’t too engaged with your app and try to find out what is wrong. Be genuine with them. If they had been mislead about your app’s purpose, make appropriate changes to your messaging, so you aren’t attracting users who wouldn’t find value in your app.

4. Bring in the right users – Make continual adjustments to your messaging on the Appstore and any ad campaigns you do to optimize for the kind of users you bring in, rather than for clicks.

5. Show intent to engage – Provide a low-friction way for your users to reach out to you for feedback, reporting bugs, making feature suggestions, and make sure they know they are heard and get a response in a reasonable time frame. Once you know they are happy with your response, don’t forget to ask them to rate you.

Take-away: Know your users and engage with them to build a superior experience for them – in doing this you will end up with better ratings and reviews from your users.

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