Who to Target
When to Target
After a “happy moment” in the app. For example, after a purchase, after use of a popular feature, after a level up in a game or after a reward.
You should also plan to run this campaign at least once every time you release an app update as ratings are reset on the app store.
It’s also best practice to send this message to just a subset of your target users so you can keep some in reserve for next time you run this message. You don’t want each individual user to see it more than once every few months at the most.
What to Test and Optimize
You can optimize the effect the visual presentation of your message has on users by A/B testing the wording and imagery you use in the actual in-app message.
For more advanced testing, you can also run several versions of the campaign with different trigger points to see when the best moment is to engage users ask them to rate the app.
What to Measure
- Increase in app store rating
- Click-through rate on your in-app message
How to run this campaign in Swrve
- Engaged users: On the User Lifecycle dashboard, in the top right corner of the Engaged user lifecycle card, click the menu and select Create In-app Campaign.
- On the Set Target screen, create an audience filter and on the Device tab, target all users on a specific version of the app.
- Advanced configuration: Segment your audience so you are not asking every user with every release to rate the app. Keep some in reserve so each user is only asked at most every six months or so to avoid fatigue.
- Set the trigger for the message to be right after they use a specific feature or have a ‘happy moment’ in the app.
- Using an in-app message, ask them if they would be willing to rate your app five stars in the app store.
- Button Copy
A social networking app realized that their low app rating of 2.2 stars was severely cutting into the success of their user acquisition campaigns. Several app updates improved the app experience, and the App Store rating needed to be increased to reflect these positive changes.
The team put together a simple two-button survey asking users to tell them whether they would rate the app with five stars. Those who said yes were directed to the app store to provide a rating. Those who said no were routed to a feedback form where they could describe why they were not happy with the app.
Within two weeks, the App Store rating moved from 2.3 stars to 4.2 stars, fueling a whole new level of organic growth as it became more discoverable and attractive to potential new users. The team also used the feedback they received from the unsatisfied users to improve their product and marketing efforts. The program was so successful that the team decided to make the campaign perpetual—as a permanent campaign it would run after every product release to ensure consistently high App Store ratings.