Today, I would like to present some empirical data concerning the generation of positive reviews with the help of push messages and InApp messages.
You probably know the classic system messages of iOS and Android (see image), that typically appear when the user has no time or desire to interact with them (think, for example, about the messages appearing after the first or second session). We at 360dialog use of CRM data as well as implement individual overlay designs in order to generate positive reviews in various projects.
For several customers we have analyzed their user data and defined together who their Heavy users are in order to address them with tailored push messages, push2overlay and inAppOverlays.
The heavy users were defined based on the number of sessions in x days. Other metrics, such as the number of products viewed or the repeated views of a specific product can be additionally used.
By targeting specific users who have opened the app regularly over the last few weeks, we can generate surprisingly positive click-through rates as well as positive reviews both with the push notifications and the pop-InAppOverlays. With push notifications, we were able to achieve peak values of up to 50% and with InAppOverlays we could push CTR up to 70%. In particular, the combination of push notifications and InAppOverlays has proven time and again to drive strong conversions. The reason? Users who have undergone both conversion steps have shown a greater willingness to write a good review in the AppStore.
A possible disadvantage of push notifications and Push2Overlay is the reach, since the willingness of users to click on a review Notification is on average significantly lower than that of heavy users clicking on a review overlay displayed at App open (see image).
In selected projects, we were able to generate a double-digit number of 5-star reviews per day, a result that positively influences the overall assessment of the App.