In many applications, you probably met such functionality as requesting a rating for a store.
Without it, it would be quite problematic to get positive ratings at all — you would only get negative ratings if the user has problems.
Why is this even necessary from a marketing point of view?
The fact is that users decide to install the app using stars and reviews as social signals. Once the company Aptentive, even considered what the impact of these signals is:
|There were stars||More stars||Conversion rate increase|
|*||* * *||340%|
|*||* * * *||730%|
|*||* * * * *||770%|
|* *||* * *||280%|
|* *||* * * *||540%|
|* *||* * * * *||570%|
|* * *||* * * *||89%|
|* * *||* * * * *||97%|
|* * * *||* * * * *||4%|
In other words, even the success and cost of your CPI campaign strongly depends on the app’s rating.
So, the task is clear, there is a tool for getting grades — it remains to learn how to use it.
Relative honesty in this process is the ability to build it so that you get more good reviews than bad ones, without motivating the user, and without deceiving anyone.
I once saw the solution at Medusa, and they, in turn, dug it up somewhere on the English-language Internet.
It is built on the preliminary “sorting” of users according to their mood for the application.
- You need to define “Aha! moment”
- Literally immediately, after the user realizes / receives the value, ask them the question “Did you like our app?”
- Depending on the response — you can either get a rating from the user in the form of a rating in the system, or collect feedback in the next step
In general, the scheme looks like this:
This can be a block embedded in the screen after the main functionality (for example, on the “thank you for ordering” page), or a lower “curtain”, or a pop-up. Choose the least annoying option for your users.
The flow is designed so that we will turn the dissatisfied ones away from the assessment, and find out what they are dissatisfied with. Perhaps this will help the app become better. And those who are satisfied will go to improve the rating and publicly write praises of praise.
I participated in the organization of this process in several applications and in different cases its application gave an increase of ~0.5-1 point of the average rating. It is clear that not only by “juggling” ratings, but also by taking into account the negative user experience in development, without harming the reputation.