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When considering whether to download an app, consumers are conditioned to look at all the information on the app store page, such as the app store rating, how many stars the app has, how many people are rating the app, and the individual reviews. These factors can drastically impact whether a customer downloads and uses your app.
In this video, Brian Levine, VP of Strategy and Analytics at Mobiquity, discusses why this is so important and why businesses should pay close attention to their app’s overall score (hint: because it can help drive usage – or lack thereof – of your mobile app). Watch the video to learn more:
Hi. I'm Brian Levine, Vice President of Strategy and Analytics in Mobiquity. And I wanted to share a little bit about the importance of reviews in the app stores. Consumers are conditioned, when considering downloading an app, to look at all the information on the app store page. This most importantly would be the app store rating, how many stars did the app get, how many people are rating the app, and then to read the individual reviews. What's really critical that we've found through our own data analysis is that, if your app has between three and four stars in the app store, only about 50% of your customers or potential customers will even consider downloading it. And fewer than three stars, it drops to 20%, and then even below. So, without a four-star rate or review in the app store, you really won't have an opportunity to achieve all the business goals that you've considered. Moreover, the majority of customers say that the rating in the app store is an indication of the quality of the brand. So, if you have a very high four-star rating, they'll think highly of you. But if your app has two stars, they're wondering where quality is, where you put the effort in to help your customers. And in the time of COVID, it's more important than ever. Customers are moving away from that in-person interaction and finding so many different alternatives for downloading within the app store. So, if they are looking at your, let's say, banking app and see a low review, and see other banks that have a much higher score, they're going to consider using those other brands, those other apps, before they'll consider using yours. So, it's critically important that you manage what your review score is. And there are a number of ways that we can help do that. This might include figuring out how and when you can actually reset the reviews. But really, the most critical item is to be able to process thousands or hundreds of thousands of reviews to identify what are the key drivers that might be bringing your score down or could bring it up. And we've developed something called the Friction Report, a tool that uses AI and machine learning to read through every review that you might have, that your competitors might have, to identify those key points to focus on, those things that you can shift to really shift the balance in your app store review and achieve higher star rating. And we could really help you do that identification and make those changes so that you can really achieve your greatest potential for success. So, we'd be happy to talk to you further. Reach out, let us know. Thanks.
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