How to Optimize Ratings and Reviews in the App Stores

In this article, we explain why ratings and reviews matter in the app stores and how to optimize them.

Ratings and reviews are a critically important factor: data suggests that about 79% of users who visit a store check ratings and reviews before downloading. Let’s take a closer look.

Characteristics of Ratings

On both operating systems, the rating is shown in a prominent place on the search results screen and on the app’s product page. Because users see it before they even enter the product page, it has an especially strong influence on the first step of their decision-making.

On Android, Google has also suggested that apps with an average rating of 3.0 or lower will not appear in the top charts, so this calls for attention and action.

Characteristics of Reviews

On both operating systems, reviews are not shown unless the user visits the app detail page and scrolls down.

That does not mean you can let your guard down. A user who has taken an interest in your app may still give up on downloading after seeing a negative review, so reviews also need careful attention.

How to Optimize Ratings and Reviews

There are two directions to pursue for ratings and reviews. The first is to increase the number of ratings and reviews; the second is to raise your average rating.

Why You Need More Ratings and Reviews

On iOS in particular, the number of ratings is displayed on the search screen and on the app’s product page. The rating count is very important because it signals how many people use the app.

On top of that, the number of ratings and reviews also affects keyword search rankings. The more ratings and reviews an app has, the more likely it is to appear near the top of search results.

How to Get More Ratings and Reviews

The answer is simple: ask users for reviews inside the app. It is important to keep the review-request pop-up as short and clear as possible. It is also effective to ask for a review right after the user has had a positive experience in the app.

Duolingo, a popular language-learning app with about 320,000 ratings in the App Store (as of June 2024), shows its review pop-up at moments when users feel good, such as when they level up or extend their learning streak. The pop-up is also simple and clear, designed so that a review can be written in just a few taps.

How to Raise Your Average Rating

In short, the most important thing for raising your app’s rating is to reply to user reviews frequently.

For low ratings in particular, a polite reply from the app team makes users see that you are handling the feedback sincerely. This helps minimize the damage reviews do to your image.

You should also work on improving the app’s UX/UI. In particular, annoying in-app ads tend to irritate users and are often cited as a reason for low ratings, so be careful.

Differences Between iOS and Android in How Ratings and Reviews Are Displayed

The iOS rating is the app’s overall average rating, whereas the Android rating display puts more weight on the most recent rating data.

As for reviews, on iOS you can long-press a review and tap a “Helpful” button. iOS reviews are displayed in descending order of “Helpful” votes, so those reviews are seen by more users, and it is a good idea to prioritize replying to them.

Android works similarly: reviews are displayed in descending order of the number of “Yes” answers to the question “Was this review helpful?” attached to each review, which makes those reviews important.

Our Track Record of Increasing Downloads Through ASO Support

We support ASO (App Store Optimization) for a wide range of app publishers. Through ASO, we have supported results such as moving from outside the keyword search rankings to 2nd place within a year, and a 50% reduction in CPI.

We offer a free ASO diagnosis for app publishers. You can also consult us about ASO and other app marketing measures (such as Apple Ads), so please feel free to apply.