What can you learn about customer engagement from analyzing 5,000 apps? We wanted to find out, so last month, we set off to gather a comprehensive view into how mobile communication and engagement strategies have shifted.
Using data from over 5,000 unique mobile apps of Apptentive’s customers, we packaged our findings in the 2017 Mobile Communication Benchmark Report, which provides a way for companies to understand how their apps’ engagement stacks up against the entire mobile ecosystem. The metrics provide brands with a way to measure the success of their ‘pull’ marketing strategies against industry standards and identify gaps in their customer experience.
Metrics covered in the report include in-app survey response rate, distribution of star ratings in the app stores, customer engagement and responsiveness, and more. It’s a lot to take in, so we recommend downloading your own copy to read and digest all the details. But for those who may need quicker insight into our findings, here are three big takeaways from our research.
1. Survey response rates vary by app category
In-app surveys serve many purposes. Brands use them to conduct mobile focus groups, understand customer satisfaction with their customer experience, and to gain deeper insight into how customers use their app. The value in mobile surveys is tied to the volume of responses, and a higher response rate equals a higher likelihood that the data can be applied more broadly.
When looking at the average response rate to Apptentive’s in-app surveys, the percentage of responses vary based on app category:
For context, the industry average mobile survey response rate is 1-3%. These percentages are markedly higher across every single app category, which proves that, when kept short and concise, shown at the right time and place in the app, and optimized for mobile, surveys allow you to gather thousands of responses in a short amount of time.The ability to quickly gather a large volume of feedback at scale allows you to make data-driven decisions faster than ever.
2. The opportunity cost of a rating and/or review is bigger than ever
Public app store ratings and reviews are the first impression your app makes on consumers and are crucial in understanding customer sentiment. Not only do they help peel a layer back of how customers feel, they impact your app’s discoverability and conversion rate. In a recent survey we conducted, 77% of respondents reported they read at least one review before downloading a free app, and 80% before downloading a paid app.
It’s important to note that reviews influence more than conversion—they also affect your brand’s overall reputation. In the same survey, 55% of respondents said a one-star or two-star app store rating of a well known brand’s app negatively impacts their view of the brand as a whole, while 71% of respondents said a four-star or five-star app store rating positively impacts their view.
The opportunity cost of a star is huge. How huge? Moving a three-star app to four-stars, for example, can lead to an 89% increase in conversion. For a look at Go to the full article.
Source:: Business 2 Community