App Ratings 101

It’s a relatively simple attribute of the app store, and digital marketing skeptics may question the value it offers, but app ratings have been identified as one of the most significant aspects of app store optimization, and one of the most influential factors on reaching your broader KPIs.

Better Ratings, Better Conversion Rates

Research by Apptentive has revealed that moving an app’s rating by one star higher can have a tremendous impact on the app’s conversion rate. A jump from 2 stars to 3 stars can increase app store conversion by 306%, and a 3 stars app rating upgraded to 4 stars can increase app store conversion by 92%. If you’re looking to boost your app’s overall organic installs and rank positioning, increasing your app’s rating is an essential action to take.

A jump from 2 stars to 3 stars

2/5
3/5
Increase app store conversion by 306%

A 3 stars app rating upgraded to 4 stars

3/5
4/5
Increase app store conversion by 92%

90% of customers consider star ratings to be an essential part of their evaluation of a new app.

Data suggests that the majority of consumers’ overall brand perception can be negatively (or positively altered) based on the rating of the brand’s app.

50%

of consumers won’t even consider installing an app rated 3 stars or below.

Less than 20%

of consumers will not bother downloading an app if it falls at 2 stars or below.

Ratings are a Decision Making Factor for Installing an App

Low app store ratings don’t just affect the perception of your app and brand. It effectively dictates whether a consumer will or won’t download your app. According to research conducted by Apptentive, 50% of consumers won’t even consider installing an app rated 3 stars or below. Additionally, less than 20% of consumers will not bother downloading an app if it falls at 2 stars or below. This highlights the need for a highly rated app, especially in an app-saturated ecosystem where consumers are spoilt for choice.

An App Rating Affects its “Featurebility”

A high app store rating will eventually lead to an increase in organic installs and an overall positive perception of your app, positively increasing your App’s chances of becoming a featured app on an app store. However, any apps at 3 stars or lower will not be featured at all.