How to increase mobile user loyalty with review responses

Most mobile apps and games have few reviews. They remain unanswered because the developers do not see a direct connection between the feedback and the number of app installs and user retention. But that is not the case. The consequences of unanswered mobile app reviews can be different: fewer installs or low app rating, which does not let the app to get featured, or users delete the app, which affects the revenue.

Responses to reviews do not bring instant results; their contribution to the app development will be noticeable over the months. As a result, communication with users through reviews will pay off by increasing the average rating, mobile app conversion rate, and user retention rate.

How to set up this communication in order to get the maximum benefit?

1. Pre-launch (beta-testing)

Even before the official launch of the game or app, developers can get the first feedback from users. For that purpose there are beta reviews on Google Play (for example, in the Beta feedback section in Google Play Console). Of these, a developer learns what users do not like in the app or the new version, which functions are difficult to find, or what is still missing.

Number of reviews: it depends on the number of testers; on average 10-15 per week

Response time: it is not critical, but it is important to fix problems before new release

Response rate: 100%

Although these reviews are not publicly visible, it is important to answer them all: communication with real users allows you to make a product that meets their needs. If beta testers cannot understand the functions and capabilities of the app, their feedback will help improve it and release a quality product.

2. Early Stage

So, you have released a new app or version of the product. What do the first users think of it? How to gain their trust and support? No worries, they will tell you about it in their reviews. Inconvenient filter, incomprehensible icons, or problems with registration — unlike beta reviews, this negative feedback is visible to everyone and affects the average rating and app install conversion rates.

Number of reviews: up to 15 per week

Response time: for several releases until you fix the bug

Response rate: 100%

New or unknown apps have few reviews, so it will not be so expensive to respond to each review. This will create a good impression of the product and increase the conversion from the page views to installs. In addition, users change their rating if a developer reacts to their opinion and helps solve their problems.

Tip: If a user does not understand the functionality, do not tell them to describe the problem through email. Most will not, and you will not know what exactly is wrong. Therefore, ask questions right in the reviews.

3. Growth Stage

At this stage the surest way to increase conversion rate and increase app downloads. Attracted by advertising, ASO, or featured apps lists, users look primarily at the opinions of others. The same way we buy products on Amazon.is it is important to attract as many users as possible, and app reviews

During this stag, no one has the time to answer. The team begins to ignore users feedback, trying to quickly fix bugs that users are complaining about. This is a.mistake since sometimes a simple excuse is enough for a user to change their rating. No fixes will help if you have not told users that you have solved their problems

Tip: Make it a rule: when you have fixed a bug, write about it in the “What's New” section and update the responses to users who complained. To quickly find the right reviews, tag them in AppFollow. Then you can update the response to the desired review in 3 clicks.

Number of reviews: up to 200 per week

Response time: 1-2 days

Response rate: 70-80%

If there is already a support team at this stage — try to answer everything. If there are no allocated specialists, sort the reviews to answer by importance:

1. Negative reviews;
2. Feature requests. It is the easiest way to encourage a user to improve their previous rating if you take their ideas into backlog;
3. Featured (popular/useful) reviews and reviews with likes/dislikes. The latter often become featured, so the better their grades are, the better your conversion rate.

4. Expansion Stage

Millions of users and hundreds of reviews per day — you need a full-fledged support service. Users do not write reviews about how an app works, but to ask about discounts, points, delivery, or subscription. The lack of an answer will directly affect sales — the user will not be able to order or buy a subscription. In addition, reviews still affect conversion and app install rates. If a decent budget is invested in advertising, poor support work will negate these investments.

Number of reviews: 300 and higher per week

Response time: 1 day for critical reviews

Response rate: 100% of reviews about bugs and at least 70% of questions

Here you just do not have the time to handle all app reviews. In addition to plainly negative reviews and spam, pay attention to feedback after releases. At this stage, users update the previous reviews, changing the essence of the review and the number of stars. Updated reviews will help to learn about users' problems just in time.

5. Market leaders

There are so many users who leave reviews that some negative reviews do not clearly affect the average rating and conversion rate. The name, texts, and screenshots at this stage are not so important because users are looking for a product directly by name, like Facebook or Snapchat.

Number of reviews: it does not matter, there may be thousands per week

Response time: 1-2 days for critical reviews

Response rate: 7-10%

Here, the answers and non-responses depend on the capabilities and policies of companies. Some do not answer at all and some answer questions about payment and functionality. Users often update reviews to gain attention to their problem.

This post originally appeared on the AppFollow blog. Check it out for the full version