Whether on Facebook or mobile, when a potential user first comes across your app, they typically see name, logo and rating. There is only so much you can do to change name and logo. But rating is definitely something that you can affect. Your user rating is too important to leave up to users!
- The first and most important thing to do is of course to build a terrific app, one that users love. Lets assume that you’ve done that, but can’t understand why your users love your app but your ratings are mediocre. What can you do next?
- Ask happy users. One way to bring your average rating up is to focus on asking happy users. How do you identify which of your users are happy? Well, you can ask them via a messaging box with two choices. If they are not happy, drop them into a customer service section, perhaps composing an email to give you feedback on what they don’t like. But if they are happy, drop them into the ratings process
- Ask users when they are happy. You probably have a good idea of when a user is getting high utility out of your app. Wait until then to ask for a rating. Did they just obliterate an opponent? They’re probably happy. Did they just receive their 20th message? They’re probably happy. Did they just solve a hard level that they have been working on for a while? They’re probably happy. That’s a good time to ask for a rating
- Frame their perspective. I was at a talk by Dan Ariely recently, where he recounted an experiment. A group of people were asked to list 3 reasons why they loved their partner, then asked to rate how good their relationship was with their partner. A second group was asked to list 10 reasons why they loved their partner, then asked to rate their relationship. The first group rated their relationship significantly stronger than the second group. Why? Because it’s hard to think of 10 reasons to love ANYONE! But when people struggle to think of ten reasons, it causes them to question their relationship. Is he really all that special if I can’t think of 10 reasons to love him? Ariely takes advantage of the same dynamic in the opposite direction; before his students write their course evaluations, he asks for 15 ways that he can improve his course. If you can’t think of just 15 improvements, it must be a pretty good course. You can do the same thing with your app.