This is not a story about how we built an app for a client \u2014 we do that a lot. It\u2019s the story of what happens when a business applies the focus of creating and deploying an app to its post-launch strategy once the app goes live.<\/p>\n\n\n\n
But first\u2026 statistics!<\/p>\n\n\n
According to a recent consumer survey conducted by\u00a0Apptentive:<\/p>\n\n\n
\n79% of consumers check ratings\/reviews before downloading an app<\/p>\n\n\n\n
55% check ratings\/reviews before making an in-app transaction<\/p>\n<\/blockquote>\n\n\n\n
So, it\u2019s obvious that app store ratings and reviews are important. But what\u2019s the best way to manage them? While we certainly have a love for all things digital, if you\u2019ve worked with us, our answer will not surprise you \u2014 the solution isn\u2019t technological; it\u2019s human. (It was right there in the headline, after all.)<\/p>\n\n\n\n
What we learned by responding to 250+ app store reviews<\/h3>\n\n\n\n
We spent a year working with a client to build a healthcare-related app that we launched in January 2021. Part of our role in the engagement was to monitor the iOS and Google Play app stores for the first quarter. In that time, we read and responded to more than 250 reviews. Here\u2019s what we learned:<\/p>\n\n\n\n
Interact and be helpful<\/em><\/h4>\n\n\n\n
Did you know that, following a positive interaction, people will go back and update their rating? This happened a number of times. One person\u2019s rating changed from two to five stars in 24 hours<\/strong> with just a quick troubleshooting session with one of our staff.<\/p>\n\n\n\n
Read and respond to every review<\/h4>\n\n\n\n
It\u2019s worth it to take the time to read and respond to every review. No one likes the experience of commenting into the void. Show that your customers have been seen, heard, and appreciated for taking the time to leave a comment. It has the added value of sending the message to potential users that they will be taken care of if they download the app and have issues.<\/p>\n\n\n\n
Make responding to app store reviews easy<\/h4>\n\n\n\n
Generally, your responses will end up in one of these categories:<\/p>\n\n\n\n
\n
- Thank you<\/li>\n\n\n\n
- Troubleshooting advice<\/li>\n\n\n\n
- A recommendation to contact customer service<\/li>\n<\/ul>\n\n\n\n
Create some standard language that will serve as the base for each; the person responding can personalize the message from there.<\/p>\n\n\n\n
Track app store reviews and watch for patterns<\/h4>\n\n\n\n
\n
- Consistent feature requests can be added to the development backlog<\/li>\n\n\n\n
- Consistent issues can be addressed with updates to code or processes<\/li>\n<\/ul>\n\n\n\n
Paying attention to common topics, behavior patterns, and trends can inform how you should prioritize updates. Tracking this data strengthens the case for funding, feature development, and experience updates.<\/p>\n\n\n\n
A great app experience is good for business<\/h3>\n\n\n\n
We advocate for a human-centered approach for many reasons, not least of which is that it\u2019s good for business.