How user ratings can make or break your mobile app's success

This dynamic isn’t much different from how we view digital products, where user ratings and reviews can strongly influence whether people give your app a chance. So, let's break all of this down and show you how ratings and reviews can truly change your mobile app's success.

The psychology behind ratings

American Psychologist Robert Cialdini is known for his work on Social Influence Theory, which examines how individuals adjust their behaviour to meet the demands of their social environment. He identified six fundamental principles of influence: reciprocity, scarcity, authority, commitment and consistency, liking, and social proof. In the context of mobile app ratings, we'll take a closer look at social proof.

Cialdini explains that:

Essentially, we instinctively seek cues from those around us to navigate our thoughts and behaviours.

User ratings and reviews are a great example of social proof in action. Positive feedback from current users reassures prospective ones that an app is worth their time and attention. The more positive reviews an app receives, the more trustworthy and reliable it appears. However, apps with thousands of reviews – even if not all are five-star – are generally viewed as more credible than those with only a handful of overly optimistic ratings. According to Trustpilot’s 2020 study, the majority of users have more faith in imperfect reviews simply because they appear more authentic.

Best practices

Your app's rating significantly influences its position in search results and category listings on the App Store and Google Play. In today’s highly competitive market, where many apps offer similar functionalities, a higher rating can give you a significant edge over your competitors.

So now, you might be wondering how to gather more reviews for your mobile app or how to encourage more positive feedback from existing users. Below, you'll find a list of best practices to help you do just that.

Let users get familiar with your app

Before requesting a rating, give users ample time to explore your application and experience its features. Allowing them to have a few successful interactions within the app is crucial. Pushing for a rating too early can lead to frustration and potentially result in negative reviews.

Find perfect timing

Timing is everything when it comes to prompting users for reviews. One common pitfall is asking for feedback when users open the app or log in. Most people access your app with a specific goal in mind, and interruptions can lead to annoyance, causing them to ignore the request or, worse, leave a negative review.

Instead, consider asking for a rating after the user has completed a certain number of interactions or after a successful action within the app. For example, in an e-commerce app, this could be after a successful purchase or delivery. In a banking app, it could be following a successful transfer. The ideal trigger will depend on your app's purpose, so make sure to analyse your core user flows and identify moments where users are most likely to feel satisfaction and a sense of accomplishment. That's when they'll be most receptive to leaving a positive review.

Segment users based on engagement

If possible, identify your more engaged or frequent users. They will likely have a well-formed opinion about your product and may be more inclined to leave detailed, positive reviews. For new users or those with low engagement, consider giving them more time before asking for feedback to increase the likelihood of them leaving higher-quality reviews later on.

Use the native rating APIs

Both iOS and Android platforms recommend using the native API. Doing so will ensure compliance with app store guidelines and make it easy for users to leave a review without manually navigating to the app's store page.

Don't incentivise users

Both Apple and Google Play stores have strict guidelines for asking for feedback and have been known to suspend or remove applications that try to incentivise users to leave better reviews or ask predictive questions to cheat the system. Although some applications manage to sneak such solutions in, following the stores' policies is better to ensure your app is positively reviewed.

Don't overdo it

Nagging users about rating your app can lead to frustration. If a user wants to leave a review, consider waiting some time before asking again.

Moreover, iOS and Android platforms limit the times you can show rating prompts. According to Apple's guidelines, review prompts can be displayed up to 3 times a year, whereas Google Play enforces a time-bound quota.

And before you ask for ratings…

You can do a lot to positively influence your users before prompting them to rate your app. Here are some key ways to enhance the user experience:

In-app guidance and support

Making users feel supported as they navigate your app, especially when encountering difficulties, can make a big difference. Offering easy access to FAQs, chatbots, and customer support reassures users that help is readily available when they need it.

Respond to negative feedback

One of the most valuable ways to enhance user satisfaction is to respond to negative feedback quickly and constructively. Timely responses to low ratings or complaints – whether in app stores, on social media, or within customer support channels – demonstrate that you care about your users' experience, which can significantly impact the reviews they leave and whether or not they’ll give your app a second chance.

Ensure app performance and stability

Excellent user experience is also tied to how well your app performs. Frequent crashes, slow load times, or bugs can frustrate users and lead to negative reviews, even if they find your app helpful or like its overall concept. Make performance optimisation one of your priorities, ensuring your app runs smoothly on all supported devices.

Summary

User ratings and reviews play a crucial role in shaping the perception and success of mobile applications. By understanding the psychological nuances and implementing best practices for gathering feedback, you can foster a more positive user experience and encourage higher-quality reviews. However, remember that building a trusted app starts long before you ask for reviews – it's about cultivating a positive relationship with your users and showing your commitment to their needs and satisfaction.

Sources

• Robert Cialdini, “Influence: Science and Practice” (1984).

• https://developer.apple.com/design/human-interface-guidelines/ratings-and-reviews
• https://developer.android.com/guide/playcore/in-app-review
• https://www.forbes.com/councils/forbesbusinessdevelopmentcouncil/2024/07/11/how-reviews-and-ratings-affect-clients-buying-decisions/
• https://uk.business.trustpilot.com/reviews/build-trusted-brand/4-things-every-business-owner-should-know-about-the-state-of-reviews