Best practices when responding to App Store reviews

Responding to users who leave a rating on your mobile app in the Apple App Store or Google Play Store offers a valuable touchpoint directly with end-users and, if done well, can go a long way in building brand loyalty.

When responding to reviews, negative or positive, here are some best practices to keep in mind:

Respond as though you are speaking directly to the user, because you are. There is a real person behind the review.

With every review, you should think of the reviewer not as a distant user but as a close person. Imagine you have the person in front of you (or on the phone), how would you respond?

Responding to reviews should be a routine part of the ongoing management of your app. A review from a frustrated person or a person in need of assistance should be addressed within a day of being posted.

Avoid using canned responses that are repeated multiple times within your listing. People will pick up on the repetitiveness and it could increase the frustration a person is already feeling.

One of the goals of responding to reviews is to create a connection with the individual; using their name and addressing their feedback directly is key to making your responses work for your product.

If the person leaving the review details a problem they are having and there is a clear way for them to resolve or workaround an issue, respond with detailed instructions. This will not only help the individual that posted the original review but will help others that may be having the same issue. If they see the review with the steps to resolve it you may avoid a future negative rating or review or a call to the customer support team.

Thank them for taking the time to leave a review and acknowledge their feedback is valuable. Direct feedback from your userbase is invaluable when prioritizing the future of your app.

Empathize with their frustration. Phrases such as: “That sounds frustrating” or “We understand where you're coming from” will let them know you want to help and they will be more open to your response.

Avoid shifting the blame to an internal team. Saying things like “Our developers will look into it” or “I’ll send your feedback along to customer service” leaves them feeling as though their feedback landed in a black hole. Instead, when responding use “we” language to show a united front and give them confidence that they have been heard by people that care about their feedback.

• Jennifer Morgan

  Product Manager

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