We live in a world where we are surrounded by apps from the moment we wake up to the moment we close our eyes. Whether it be setting the alarm to wake up for work or staying in touch with friends, different apps play an integral part in it all.
As per Statista, over 190 billion apps were downloaded throughout the world in 2018. 38.3 billion of these downloads were accounted for by Google Play alone. So, it is safe to say that launching an app in today’s time is a profitable venture.
But, just because there is a demand for apps doesn’t mean yours would automatically be successful. There are various elements that come into play here. This includes quality of experience, the need it fulfills, and, most importantly, what other customers are saying about your app.
This is why positive app reviews play a significant role in the success of your app.
Here is why positive reviews matter.
There are two types of marketing tactics that brands use. This includes paid promotion and user-generated marketing. The former may come in handy in creating brand awareness. However, when it comes to ensuring downloads, user-generated content is much preferred.
This is because people tend to believe other users will be honest about their experience with a brand. For instance, every positive Airg review will help in increasing its user base. Hence, a plethora of positive reviews is often thought to be synonymous with high quality.
If your business features a proper website rather than just having an app reflected in Play Stores, having a high search engine ranking is essential. What a lot of people don’t realize is that positive reviews help get a high ranking as well!
Let’s say that Google wants its users to get the best experience on its platform. This is why it has significantly changed its algorithm to boost the ranking of sites that are genuinely credible and of quality. And positive reviews are a measure of quality for Google and other search engine platforms.
Therefore, getting positive reviews plays an essential role in getting your app to a respectable ranking. This, in turn, ensures that your app gets noticed by more people, and hence is downloaded more.
It doesn’t matter how much top-notch content you write in your marketing collateral. At the end of the day, consumers who are well-aware of the world of marketing will not believe what your brand has to say. After all, every app will tell you that it is the best one in the market, right?
Compared to collaterals and website content, positive reviews tend to be social proof. It is a stamp of approval from other customers, thereby establishing your brand as a credible and trustworthy entity.
It is not necessary that your positive app reviews should only be reflected in the app rating section of a platform. In a sea full of apps, your application also needs to be marketed well.
But, how do you leverage your positive reviews on the various online platforms that users are likely to come across?
Simple! You can use positive reviews as effective marketing content. Create a campaign featuring testimonials from your satisfied customers. Run it on social media and digital platforms. Moreover, add this content in a separate section on your website.
Many successful apps use this tactic to create awareness about their credibility. Again, compared to generic promotional content, such reviews are met with less skepticism.
Positive reviews, if they are well-articulated and thorough, tend to do more for a brand than showcase its credibility. They can honestly explain to potential customers what it feels to use an app.
Remember, an app is much more than the inherent function it delivers. For example, people will judge an alarm app for more than its function of waking them up in the allotted time. They will judge it on the basis of how much battery it drains, whether or not it lags, and whether its interface is easy to understand.
These concerns are something that usually, brand messages don’t tend to address. This can be either because the concerns are too basic or because business owners aren’t able to comprehend the significance of addressing such aspects.
A customer is more likely to focus on elements that are important to the target audience. By offering insights on the overall experience of using the app, rather than just the app features, positive app reviews help flesh out the offering to be more than what it is initially thought to be.
While we have established that positive reviews do play an integral role in the success of any app, the question remains whether they are sufficient for success or not.
Well, let’s just say that positive reviews are a necessary but not sufficient condition for a successful app. They are one of the many ingredients.
If we only focus on reviews, positive reviews surely build the trust and credibility of an app. But, you must remember that various other apps are also garnering appreciation from their users. How you respond to such reviews is what sets you apart.
While many brands tend to focus on addressing and resolving negative reviews solely, successful and user-favorite apps are those who appreciate their satisfied users as well. Make sure to thank customers for leaving positive reviews.
Furthermore, make them feel appreciated, offer them loyalty discounts, in case your app charges a subscription fee. If it doesn’t, try to compensate them in other ways. This will help you in converting satisfied customers into loyal clientele.
All in all, positive reviews matter in this world of cut-throat competition. Make sure your app doesn’t get lost in the sea of similar offerings. Deliver such quality experience that users are motivated to talk positively about your app.
Alycia Gordan is a freelance writer who loves to read and write articles on healthcare technology, fitness and lifestyle. She is a tech junkie and divides her time between travel and writing. You can find her on Twitter: @meetalycia