How we improved our iOS app ratings by 10X in less than 30 days

Why getting more ratings is beneficial?

It is no secret that if an App has more ratings and if these are largely towards the positive end of spectrum, the App would have a higher rank, resulting in better discoverability and App installs. Research also proves that app store rating is one of the key drivers that influences the amount of downloads your app gets.

On the other hand, if an App has fewer ratings, the chances are that they are largely skewed towards one kind of customer feedback, in most cases tending towards average or negative feedback. This is because an unhappy customer is far more likely to take the efforts of submitting a negative feedback than a happy customer.

Also, with fewer ratings, you are deprived of quality feedback from your customers,

Why Capturing Rating after a milestone or accomplishment is likely to have high CTR?

Many apps often request for a rating immediately after App launch. This might not be the best experience for a lot of customers and can result in abandonment.

There are various thoughts around what would be a right point in user journey to ask for rating. From our experience one of the best touch point is after a milestone in user journey.

Customers at this point may have spare time to share the feedback — positive/negative because their journey is not interrupted.

AJIO’s Success Story — How we managed to increase our App ratings by 10X:

Historically, getting more customers to rate iOS App has been an uphill task. We have experimented with multiple styles of app rating prompts at various touch points but the uptick was negligible.

Earlier this year, Apple introduced a native app rating feature for iOS 10.3 and above which allows developers to ask for App ratings and review within the App. Unlike traditional app rating prompt, this method reduces friction, as it does not require users to navigate out of the App to rate and leave a feedback.

We decided to go ahead with the integration process and Instead of asking users to review us at multiple points, prompted users to leave a rating only at one touch point — ‘successful order placement’.

Implementation Pointers:

● Apple added SKStoreReviewController to the StoreKit Framework.

● SKStoreReviewController is an object that controls the process of requesting App Store ratings and reviews from users.

● It uses the requestReview() method to indicate when it makes sense within the logic of your app to ask the user for ratings and reviews within your app.

class func requestReview() — Tells StoreKit to ask the user to rate or review your app, if appropriate. Customers can call this method any number of times, however, the actual display of a rating/review request view is governed by App Store policy.

● You can prompt for ratings up to three times in a 365-day period.

● Users will submit a rating through the standardized prompt, and can authenticate with Touch ID to write and submit a review.

● For further reading on the integration process:

Through this implementation, we were able to reduce user journey from multiple steps to single step and this resulted in an increased user feedback.

Native App rating and review prompt


1. After our App release with native App rating prompt, the number of ratings increased significantly by 10X in less than 30 days.

2. Earlier, most of the reviews were largely average or tending towards negative feedback. But, after native prompt integration, a lot of our customers also started leaving positive feedback.

3. Good number of ratings also helped us in improving our daily organic install rate and App ranking.

Removing friction from the way users rate the app was always a problem statement and native prompt implementation is a welcome move towards solving for it.