In 2019, when more people have a smartphone than a toothbrush, it’s impossible to underestimate the power of mobile business. The fact that users spend over 90% of the time dedicated to using personal devices using apps, and this time is on average 5 hours a day, gives great opportunities for owners of mobile applications. And if so – you can count on constant and beneficial interaction with people who have chosen our product or service themselves, deciding to download it. However, the rapidly growing mobile world, enormous competition on the market and the specific nature of the recipient mean that the quality of this interaction is extremely important and determines the success of the app, its financial results and affects the brand’s perception.
What impact on ASO have user reviews?
It’s no secret that high ratings and reviews lead to more downloads. Users derive knowledge from each other. The opinion of other customers has a much greater impact on the purchase decision for the average user than any marketing texts. It has been shown that the app name, app icon and user ratings are the most important factors affecting potential customers on your app’s page. But it is not everything. Ratings and reviews play a huge role in the blind algorithm. The more people like and willingly use your application, the higher your rankings will be. However, do we have an impact on what is happening in this field as part of our mobile app? And the answer is – yes, huge.
Time really is money
In case of a fast and susceptible to frequent changes in the environment as the mobile market, response time to users’ moods is crucial. App users act intuitively and quickly, but they also expect immediate interaction and excellent, but above all efficient, customer experience. Most users declare that they will not purchase or download the application if they encounter hostile consumer experience (Temkin, 2017), and as many as 89% decide to check the competition offer. (Oracle, 2011). For this reason, many effective tools have been created that are worth using to get information on comments and opinions in time and to react as soon as possible, when the user has not yet decided to uninstall the mobile app.
From 1 star to 5? It is possible.
The barrier of the smartphone’s glass screen between customers and app publishers makes it too easy to forget that there are real people at each end whose reactions are emotional. It is worth remembering, however, that receiving negative feedback is not the moment that ends, but really the one that can start a relationship. Such situation should be treated as an opportunity to show off the professional side, to present the brand as the one who knows how to talk to their recipients. Owners of mobile apps often turn a blind eye to already issued “ones” and do not return to them, focusing on future users. It is worth remembering that every lost user or one who negatively evaluates the application usually results in a larger group of uninterested – through direct opinions among friends and family or those posted in stores that may alienate our potential customers. Appropriate communication with the user, clarifying the situation, and possible redress in the event of real problems can cause him to perceive our brand in a different light, and in some cases – even change the rating. And this will result in a higher position in the rankings. Proactivity and crisis management cannot be overestimated here.
Let them speak
Interaction with users does not have to mean only crisis management and dealing with their problems. Did you know that customers expect a direct inquiry from you? 51% of consumers say they expect companies to ask for feedback in all channels (email, phone, in the store, online, in the application), and what is important for us, focused on the mobile market, this number is even higher for consumers who prefer to leave reviews in the application – up to 64% (Apptentive, 2018).
Why is it worth knowing? App customers are very eager to give feedback, and 98% said they would most likely do it if encouraged to do so. Once again – being proactive is the key. If you ask for opinions, you get the opportunity to keep your finger on the pulse of app customers, improve their satisfaction and increase financial results. Users will definitely feel appreciated if they notice that they have a real impact on the development of your application.
Now that we’re talking …
Obviously, in addition to the need for quick interaction, it’s important how we talk to users. The quality of communication and relationships in stores is influenced by many factors that are worth working on and which should be subjected to constant analysis and evaluation. I will mention only a few that are really crucial to consider.
Each user is different – treat them individually
The worst thing you can do is to respond to users using the well-known Copy-Paste method, i.e. serve everyone the same, threadbare formula that does not solve their real problems or does not answer their individual needs as a customer. In addition – new users who see that they are not a colorless group supplying their wallets to app developers, but separate entities finding value in a mobile product, whose experience and time are respected, treat the brand more seriously and get attached to it emotionally. Personalized responses require effort, but it pays off.
Answer with a consistent voice
It’s rare for only one person to respond to user reviews and there’s nothing wrong with that. However, each answer should sound consistent, authentic and professional, so it’s very important to develop your own language and communication method based on the BIG IDEA of the brand. By creating such a model, in case of any doubts as to the manner, tone or language of the answer, we will find in it tips that help us stick to what is important for our brand in conversation with users. Consistent communication on every channel of contact with the client is a basic element of the image of a professional company.
This is not a place for advertising!
Like all texts on the application page, each answer must comply with the terms of the pages, but also good practices. The answers should be concise and clearly refer to customer feedback. Importantly – you shouldn’t be tempted to put promotional content there – it’s one of the most discouraging practices.
Remember the label – thank the users for the opinions and contact them directly. Depending on the nature of the application, choose the polite form (or lack of it) that you use. Don’t overdo it with confidentiality, but don’t be overly formal. Take seriously the problems and doubts of your recipients, even if from your perspective they are not weighty, do not underestimate them. Remember that even bad feedback is good because you can learn from it, so try to respond to both positive and negative reviews. Treat the user as an equal partner in the discussion and learn lessons from each of them. Remember that it is the user who ends the conversation, so allow them to provide full feedback and clarify any doubts or problems. Always write a positive atmosphere when writing responses to users. Never attack, even if opinions are far from polite and correct. Your task is to defend the application and its functionality – but do it in a positive way. When users complain about a missing feature, indicate a possible solution or workaround or let you know that you are already working on new features.
There are many good practices that contribute to fruitful and profitable communication with mobile users. It is worth remembering that the mobile world is often governed by completely different laws, and issues that are not necessarily key in the world of traditional PR activities are gaining in value here. Effective communication, composure, a consistent language, the use of necessary tools, a thorough knowledge of your recipient and constant evaluation of relationships are just some of the elements that make up a coherent AppPR strategy, thanks to which your application can stand out from millions of others, and customer satisfaction will translate into number of downloads and in-app purchases. Thanks to it, you won’t have to spend time convincing that you are the best, because positive opinions will do it for you.