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Let’s say you’ve just finished developing your app and are extremely excited to release it to the world. You’ve put the app through the testing process, got it approved into the app store, and even started to see people download it.
Everything you’ve worked so hard for is finally becoming a reality.
After a couple of weeks or months, people have spent enough time on your app to form an opinion. Without further notice, they’re filling out their customer review — something they’ll be completely honest about and something you’ll get to read with your own eyes.
Some customer reviews will be positive while some customer reviews will be negative, but they will all be equally as important to the future success and growth of your mobile app.
If you don’t know how to respond to these reviews and utilize them to improve your app, you’ll never catch the audience’s attention. That’s what makes every single review just as important as the next.
Why are mobile app reviews important?
Did you know that nearly 3 of every 4 users trust online reviews as much as personal recommendations from people they know?
In addition to that, 70% of users use social media to read product reviews before purchasing (including mobile apps) and nearly 9 of every 10 users say customer reviews are essential to their purchase decision.
For those that didn’t think customer reviews mattered, these statistics paint a different picture. In fact, mobile app owners that have a response strategy when dealing with customer reviews are more likely to receive more views, better conversions, and an increase in customer loyalty.
To help you fully understand the importance of mobile app reviews, we’ll break it down into the five major benefits they provide your brand:
1. Customer Data
Customer reviews allow the user to express their feelings about your app, as well as ways they believe the app can be improved. Use this data wisely because it should be at the center of your future plans with the mobile app.
2. Customer Loyalty
Responding to customer reviews will increase customer loyalty and customer retention by letting the user know their voice is being heard.
3. Increased Revenue
With a user base that trusts your mobile app and brand, you will see an increase in revenue because users will be more willing to invest money in your mobile app.
4. Strong Community
Every mobile app needs a community in order to survive long-term. Customer reviews are the quickest and easiest way to build a strong community that supports one another.
5. Conversion Rates
When you answer frequently asked questions in customer reviews, it will help other users make a more informed decision when downloading your app. This helps speed up the lead management process.
As you can see, customer reviews are just as important for the mobile app owner as they are to the user. They work both ways because the owner will use the feedback to improve the app, while the users will use them to learn more about the app — including how responsive the owners are to the reviews.
Where do users go to read mobile app reviews?
When most mobile app owners think about customer reviews, they likely envision the reviews found in the app store itself. While this is the most obvious and prominent place for users to leave — or read — a review, it won’t be the only place.
Outside of the app store, users will likely leave their feedback, reviews, and opinions on social media, in online messaging boards or forums, through email or customer support, and even in person. Finding a way to not only make note of all these reviews but also make them public by responding to them in a professional manner will help your users feel heard.
For example, you might want to consider adding a frequently asked question (FAQ) section to your app’s description if you are constantly asked similar questions through message boards or emails. With the reviewer’s permission, you could even display the user’s exact comment as reference.
This shows your users that you’re willing to go the extra mile in order to ensure they receive the best customer support at all times. This is why being responsive on social media and with email is just as important as responding to reviews through the app store.
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How should you respond to positive reviews?
One of the biggest mistakes you can make as a mobile app owner is failing to respond to a positive review. Think about it, one of your users took the time out of their day to leave you a positive review, essentially giving you free marketing.
The least you could do is show your appreciation.
When responding to a positive customer review, there are several key components you won’t want to neglect — your tone, your choice of words, addressing the user properly, thanking them for their time, and giving them closing assurance.
First up is your tone, which needs to fall in line with your brand’s overall voice. Consistency across all platforms is essential when dealing with users because that’s how you build a brand in the first place.
At the same time, you’ll also want to be mindful of the words you use. Stay professional, refrain from using profanity, and remain cordial throughout the duration of your response. This will help you stay in line with the app store regulations.
When writing your response, make sure you address the user directly and thank them for taking the time to download your app — as well as leaving a review. This will turn the review into a conversation and make the user feel more comfortable. If you’re given a first name of the user or even a username, always use it in your response.
From there, you can start to address the specifics of their comment. Let them know of any updates you’re making to the app or any upcoming announcements you might have. Keep them excited and focus on the positives!
What should you do if you receive negative app reviews?
Responding to negative reviews will require a similar process. You’ll want to address the user directly and thank them for taking the time to leave a review. Since the review will include a negative comment from the user, you will want to apologize for not meeting their expectations and start to work towards a solution.
Sometimes the solution will be as easy as providing an update that fixes a bug, but other times the solution won’t be as simple. This is where you can not only save them from uninstalling the app for good, but possibly stop someone else from doing the same if another user has a similar experience.
Again, the key here is showing them they’re being heard and that you’re willing to resolve the issue — not because you have to, but because the user’s review means that much to you. Trust us, it won’t go unnoticed.
With that being said, the main piece of advice we can share with mobile app owners regarding customer reviews is to keep a constant eye on them. The quicker your response comes, the happier the user will be — even if it’s a negative review!
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Photo by Tero Vesalainen on Shutterstock