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App reviews

What are app reviews

App reviews are feedback an app user posts on a mobile app store - Google Play Store or Apple App Store. These reviews are given in the form of comments or star ratings.

The more satisfied a user is with an app, the better the ratings are. These reviews are the first point of contact for a potential app user. Comments and star ratings are the first information an app user looks for before installing an app.

How will app reviews help in user acquisition

App reviews can make or break an app's credibility. It decides whether an app browser becomes a user or not. Some of how positive app reviews will impact an app’s user acquisition process (UA) are as follows.

App Store ranking
Positive ranking impacts an app’s visibility on the app store. Both Google Play Store and Apple App Store factor in an app’s ranking, engagement, and review before ranking it high or low in the search results. So, an app that ranks high will be easy to discoverable.
Better conversion rates
The job of an app developer does not end when a user lands on an app in the app store. The challenge is to convince users to hit the “Install Button” button when they happen upon an app. Users who find positive app reviews are likely to download an app. If a competitor’s app has more positive reviews, their app will be given precedence over yours. Many positive app reviews are important to optimize one’s user acquisition strategy.
Positive branding
Numerous positive app reviews mean a credible brand identity. If app users were to weigh their options between an app with multiple positive reviews and an app with moderately positive to negative reviews, they would place their bets on the latter. This will cause users to download the app since it is more reliable.
User engagement
Encouraging users to leave positive app reviews will help in user engagement. Users are more likely to engage with the app if their opinion is valued. They are also likely to increase users through word-of-mouth referrals and additional user acquisition.
Cultivation of trust
App review channels are open communication networks where prospective and current users interact. A prospective user will gain more trust by learning how a current user feels about an app’s quality. By cultivating more trust, positive app reviews will, in turn, help in the user acquisition process of the app.

Best ways to increase mobile app reviews

There are multiple ways to gain more app reviews to optimize an app’s user acquisition process. They are as follows.

Run review campaigns
It is important to nudge users to leave reviews for apps because they are less likely to review the apps independently if not asked to. So ensure that you prompt users to show their appreciation on the app store pages.
It is also crucial to prompt the users at the right time. Asking for feedback when a user just enters or exits an app, between two app pages, or when a user passes a level in a game are optimal periods. A user is likely to leave a positive review when heavily engaged with an app.
ASO compliance
App Store Optimization (ASO) is a crucial part of acquiring users for an app. By making your app ASO compliant, an app owner makes it easily discoverable for the users. In doing so, an app stands out among its competitors and impresses prospective users into installing it.
Simple review process
Users often wish to finish their review process quickly and easily. By giving them instructions on where and how to leave reviews, app owners can simplify the app reviewing process for users. If there are multiple steps or pages that users must visit before leaving their review, they will likely lose interest mid-way and not complete the review process.
Run contests/ giveaways
Running contests or hosting giveaways are effective ways to keep users engaged and, most importantly, entice them into giving positive app reviews. By presenting ways to win a prize, apps can play into users' competitive nature and get them to leave good app reviews. This will increase both user engagement and user acquisition.
Avoid duplication
For an app to stand out, it must be unique and present users with features they do not typically witness. Doing so will keep a user hooked to the app for longer and also cause them to leave positive app reviews.
Transparent policies
To retain and gain more users, it is crucial to be straightforward and transparent with one’s users. So, it is crucial to notify users of all the new and existing policies to gain their trust. The more a user finds an app credible, the more likely they are to leave positive reviews.