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Home Blog App Marketing How Do App Reviews and Ratings Affect Users’ decisions?

How Do App Reviews and Ratings Affect Users’ decisions?

Aug 17 2021



The App Store rating and reviews play a major role in the success of your app. In fact, as social beings, users will readily download and use an app if they see it has high ratings and positive reviews.

You see, one of the strongest triggers that could cause a person to buy something is social proofs. It is no wonder then that marketers use testimonials, ratings and reviews to convince people in choosing them. 

Why do the ratings and reviews matters?

App ratings and reviews have a significant impact on a consumer’s decision to download or not download an app. Research shows that 50% of mobile users won’t consider an app with a 3-star rating. That number drops to 85% for a 2-star rating. 

In addition, 77% of people read at least 1 review before downloading a free app. That number jumps to 80% for a paid app. So as an app developer or marketer, you don’t have the luxury of ignoring ratings and reviews. They matter quite a lot.

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Users prefer highly rated apps

The reason mobile users prefer to download apps with higher ratings is the same reason people prefer to dine in restaurants with positive reviews. People have a natural tendency to trust the opinion of those around them. In the digital world, this word of mouth marketing extends from the close circle of friends and family to strangers on the internet. Like dining at a restaurant, downloading an app comes with expectations. Just as diners expect their meal to be delicious as advertised, mobile users expect their apps to function as promised.

When app store visitors want to know if an app does what it’s supposed to do and works well, they’ll check the ratings and reviews. Other users’ positive testimonies about the app strengthen the decision to download, whereas negative testimonies weaken it. As stated above, a rating of 3 stars signals a not so great app. On the other hand, a rating of 4 stars indicates a pretty good app. And no one wants to have an app that’s not so great.

People are also wary of apps with no ratings. They begin to think, does no one use this app? Why does no one use this app? Those are not impressions you want circling your app. So it’s as essential to get ratings as it is to keep them positive.

Ratings and reviews affect your google play and App Store ranking

Ratings and reviews largely impact your app store optimization (ASO) and thus, app store ranking. Google and Apple both show a tendency to rank apps with more positive ratings and reviews higher than those with negative ones. In addition, the number of ratings and reviews your app receives also matters. The more your app has, the higher your app will rank.

When looking for an app, users will browse through the first few apps that show up in the search results. If you’re not ranking in the top 10 positions for relevant keywords, your app won’t be found by app store visitors.

App Store reviews & ratings

Ratings & Reviews are one of the important factors in ASO (App Store Optimization), yet many developers keep neglecting it.

On this blog post, we are going to highlight the main points on how useful reviews and ratings are and in what ways they do affect ASO.

The rating allows users to rate between 1 and 5 stars according to the level of satisfaction by the app and its features.
An app review is a written response that users leave with feedback.

App reviews

An app review is generally an independent, objective way of describing the dichotomy of views through the user’s eyes.

Basically, it is a form of marketing that is trusted by people. It shows what to expect from the app as a future buyer. App reviews can be either positive or negative.

App reviews are a good source for improvement, meaning that not only positive reviews have an impact on your app, and its category but also the negative reviews do have a contribution to your app.

App reviews that have an average below 3, are considered to be the negative ones. These ones can signal that your app has serious issues or should be stayed away from, resulting in scared users who won’t download your app or won’t even try it.


Ratings and reviews in App Stores

Make sure to have a look at Apple’s Review Guideline and Google Play Store support to get in-depth details on the importance of app reviews and ratings for mobile apps.

App reviews are important for new users, developers, and current users.

New users: Will have an insight into the app, as what to expect from it.

Developers: Will find out the pros and cons of the app, the general overview of customer satisfaction, the bugs that need fixing.

Current Users: Will have an opportunity to direct access to the developer and give their independent point of view that plays a significant role in this marketing.

Having reviews is also crucial for new businesses as it is the only source of credibility. The keywords in app reviews contribute to the ranking of your app in Google Play Store.

Google Play Search is key for ensuring users meet the relevant and popular apps they’re looking for. Make sure your app makes it in the store listing. This is important to get discovered by Google Play’s users.
A combination of factors is important for this, including; your apps name, description, keywords, reviews and ratings, and previous downloads.

Fixes and updates made to an app especially become important for Google Play Store as recent users’ ratings are used to decide an app’s average rating.

App ratings

App ratings are very related to the reviews, of course. Some users don’t want to spend their time to put a review, but they do rate the app in order to show their feelings. So for the app’s visibility and credibility both the reviews and ratings count

Rating Count: A number that shows how many times the app was rated.

When you search for a keyword in Google Play Store what you get as the search result is your App Icon, App Name, and Ratings. So, this means that ratings in Google Play Store directly contribute to the conversion rate.

The key of conversion rates

App reviews are the most credible way for current users to express their first impressions of your app. When thousands of people love your app and show it, even more, people will be convinced to install it.

Of course, this also works the other way around. Getting flooded with negative reviews could kill your conversion rate, resulting in new users ignoring your app or present users deleting it out of fear or anger.

Sometimes, reviews can be related to something outside of the app. We’ll talk about that in the negative reviews section of this article.

People tend to ignore apps with little to no reviews, considering them a waste of time.

Conversion rate by app ratings



App store optimization revolves around data. Without proper research, it’s close to impossible to understand how reviews and ratings affect an app’s conversion rate.

As the research showed above, we can tell that going from a 3.9 average app rating to a 4.2 rating will increase your conversion rate from 36.56% to 47.85%, resulting in a 30% improvement in conversion rate.

Besides conversion rates, app reviews will also increase or decrease your:

  • App ranking
  • App store downloads
  • Number of visits to the app page


Manage your app’s reviews and ratings

As we’ve previously mentioned, working on improving your app store reviews and rating will also boost your app store ranking.

Gathering more ratings and reviews is all about timing. Think about the last time you had a bad day. Were you annoyed by everyone who asked you something? Probably. Now think about the last time you had a great day. You were most likely happy to help someone out with a task and pleasant to people around you.

When you ask your app users to leave a rating or review, you want to catch them at the right moment, one where they’re feeling great. There are several plugins as well as native script you can use to trigger a pop up that asks the user to leave a rating or review. The critical part is the timing of the pop-up.

Time these pop-ups to show up when the user achieves something awesome in your app. For example, they just beat five levels of your game, or they have just finished editing a photo in your app. After an accomplishment or receiving a prize, your users are feeling good and happy. As a result, they’ll be more likely to leave a positive rating and review.

Furthermore, make leaving a rating and review easy for the user. Keep the clicks between you asking for a rating and them leaving one as little as possible. By removing this friction, users are more likely to leave a rating.


ASO Topic App Store Optimization,


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