Do you know the different types of app reviews?

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We are living in the golden age of UX and, because of that, app reviews have increased their influence on the strategies for the App Store Optimization (ASO).

Brands are now introducing new ways of interaction, in a way never seen before.

Expectations are high. In terms of mobile marketing, we are not only competing with the best experiences overall in our own market segment.

The clash is currently set against the best experiences that users have had in their whole lives.

Every single time a company offers an app-related experience that is acknowledged as being valuable and unique, the consumer’s list of demands increases in size.

On the other hand, if the experience is deemed frustrating, that very same user may never give the company another shot.

App reviews mirror the user experience

The quality of the app itself is shown directly by app reviews and the ratings given by its users. Briefly put, they show the experience that other consumers had with your product – and your brand.

More than 75% of the traffic of the app’s page only happens to be converted if the majority of its reviews are positive or if the rating varies between four and five stars.

The different types of app reviews mirror the user experience.

Being acquainted with the benefits and values of each is helpful to have a better understanding of the ASO of your own app. Even if this is not a controllable metric, there are ways to prompt good feedback and foster engagement with your brand.

How do app reviews work?

The app’s rating is determined by the numbers received through ratings and reviews.

These are two different concepts. Do not confuse one with the other! Not every star received equals a brand new review. And vice versa.

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On the left, an example of a rating and, on the right, several examples of reviews

App reviews which happen to be accepted by stores and fostered within an ASO strategy are organic and the ones requested. First we are going to talk about those two.

Organic reviews

The organic ones are willingly given by the user and, even if they happen to be negative, they are the best type of reviews received and are counted as real feedback.

Requested reviews

As the name foretells, these are the ones requested during the user’s interaction with the application. They are as valuable as the organic ones, only with the difference that it’s important to set the timing. These are only interesting coming from users who are already acquainted with the app and who can also provide information along with their feedback.

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There is also a sub category which encompasses reviews requested to users: the filtered. These are app reviews that filter the response provided by requested users and only approve those with a rating above four stars.

Most of the times, they work indeed. But one should take into account that this practice is not very well regarded by the stores’ guidelines.

There are also those reviews made in exchange for something such as prizes or money. This kind actually exists, but it is deemed a deceitful method and the app may end up being banned for an unforeseeable period of time.

App reviews: The best feedback for your app

Review networking is yet another style: the one that you can ask your friends to do. This type may seem interesting at first.

However, your closest circle of friends does not always represent the best target audience for your app. You lose the chance of having real feedback, implement enhancements and add value to your product.

Keep in mind that feedback is one of the most important elements in app reviews. Give them the value that they deserve.

In addition to have a direct impact on your ranking and on the ASO process, a review is a great opportunity to improve and to stay ahead of your competition. So, when an active user adds a review to your page, pay attention to it. They were given directly to your product! So try to address them.

But don’t just read them, absorb what was said and also the most relevant points which should be used to enhance your app. If you cannot address all those reviews, try to prioritize those with the worst ratings.

That is the only way that will allow you to be aware of what you need to improve and know where the mishap is.

Now that you know the difference between app reviews, and of the value attached to them, you are already equipped to grow your app’s visibility more and more! What do you think about having our assistance?

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