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May 27 2022
In app market, customers pay a lot of attention to your app's ratings and reviews on your app page. Having positive reviews and high-quality ratings means that your app is trusted, which will naturally lead to more organic downloads for your app. In addition to this, user feedback will help you gain insight into the real usage that will help guide future development efforts.
How can you develop an appropriate rating and review strategy to reduce user acquisition costs and improve the LTV(Lifetime value) of your app?
Increase conversion rates for your app
Reduce the average revenue per user
Have a positive impact on retention rate
You create a well-made app and regular updates are not cheap, even if your app is beautiful and useful, but not enough users understand and use it, no ROI, then it is all in vain. It's important that you acquire and retain users, which means you need to extend the overall lifecycle of users and reduce user acquisition costs.
How do you tell if your app works well and why do users stay and pay? You can't easily come up with an answer unless your users tell you, and that's what reviews and ratings are all about. If you observe the entire process of your app's go-to-market, you'll see that each aspect of your promotion is more or less influenced by user reviews and app ratings.
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Let's understand the impact of rating & reviews on app conversion rates from a real-world case:
Mobile game developer Playtika didn't reply to comments at all – until they decided to run an experiment and answer each comment with a 1-4 star rating to see what happened.
And amazing things did happen. conversion rate grew by 15% in three months – it's just by considering a simple strategy to respond to comments. The app's rating went up 0.7 (which is a lot). What really happened was that this single move triggered a domino effect, increasing conversion rates, install rates, retention rates and increasing profits.
By looking at the app ratings & reviews of the top-ranking apps in the app store, we can also find that the fewer stars your app gets, the less chance you have of getting a recommendation. There are almost no featured apps with ratings below 4 stars. If you really want to be a real focal point in any app store, you have to achieve at least a 4-star rating.
The best thing about reviews is that they are public. Many users may have similar questions or concerns they want to express. If one of the users does this in a review where you give an exhaustive answer, it means that you have the answer for all users in a space that really matters.
Each review may contain useful information or questions worthy of your attention, but you don't necessarily have the energy to reply to every comment, so you need to categorize the comments effectively:
Average rating reviews (3 stars and 4 stars) usually contain the best information. Psychologically, users who leave such comments tend to rationalize their feedback based on both positive and negative details. To put it another way, it's a comment of "I like this app, but this little thing doesn't work" or "This app does what I really want, but the interface sucks". There is satisfaction, but not complete satisfaction.
However, the real gold mine is updated reviews. If a user takes the time not only to leave a comment, but also to continue to talk to you and modify the app rating in the process, it can only mean that the user is really invested in seeing your app better. You should always keep an eye on such advanced users. Keep in mind that the silent majority may have the same idea, but will not write a review at all.
Whenever you see a long review, this is another sign that users are invested in seeing your app get better. Even if it's a negative review, a long review will provide a lot of details that you should be researching. Don't forget to give users a detailed answer to their long comments – which is very important – you want to match the user's enthusiasm on the issue. If you win them, they won't be users – they'll be your fans.
These are a wide range of review categories that are worth searching and answering to improve your ARPU.
Focusing on user issues does increase the chances of them staying with you. From the chart above, we know that the retention rate of users who get responses has increased by 30%.
Of course, that doesn't mean that responding to comments means a 30% increase in retention for everyone. Your customer lifecycle, the type of app or game you're related to, and many other factors will have an impact on it. But one thing is indisputable, and that's when customers know that their concerns are at least being heard, their retention rates increase dramatically.
Success without a master key, thankfully, you can cut corners by understanding a very simple principle: communication is everything. Ratings and reviews are the best space for you to communicate effectively with your users. How can you get high-quality ratings and reviews to get favored by users? In addition to categorizing and answering reviews and summarizing the reply template, you can also choose the relevant services provided by ASOworld.
ASOworld can provide you with app reviews and ratings optimization service or guaranteed reviews service. It will help your app rapidly rank higher in the app market and get more organic installs. Hurry to connect our ASO experts to learn more about ASO service!
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