Improving App Store Ratings the Honest Way
By CodexierPublished 4 min read
An app's rating is often the deciding factor when someone chooses between two apps in the store. It also tends to be lower than the app deserves, because the people most motivated to leave a review are the ones who just had a problem. You cannot buy or trick your way to a better rating without risking removal from the store. You can ask the right users at the right moment and fix what the unhappy ones are telling you.
Why unhappy users review more
A satisfied user closes the app and moves on with their day. A frustrated user, whose login failed or whose payment did not go through, goes looking for somewhere to complain, and the store page is right there. Without a deliberate effort to hear from satisfied users, the rating reflects your worst moments rather than your typical ones.
Rating prompts at the right moment
Apple and Google both provide an official in-app review dialog: StoreKit's review request on iOS and the In-App Review API on Android. The user rates without leaving the app. Both platforms limit how often the dialog actually appears, Apple to a few times a year per user, so every request should count.
| Good moment | Bad moment |
|---|---|
| Right after completing a core task, such as a booking confirmed or a workout logged | On first launch, before the user has done anything |
| After several successful sessions over a few days | Right after an error, crash or failed payment |
| When the user returns to finish something they started | In the middle of a task, interrupting the flow |
| After a feature the user asked for has shipped | Every time the app opens |
Replying to reviews
App Store Connect and Google Play Console both let you reply publicly. A good reply thanks the user, acknowledges the specific problem, says what you are doing about it and offers a direct support channel. When you fix the issue, reply again; users are notified and many update their rating. Replies are also read by prospective users, who see that someone is listening. Write in the language the review was written in; Swedish reviews deserve Swedish answers.
Fixing the causes
Reviews are free user research. Export them regularly, tag each by theme and count. Patterns appear quickly: a login problem on a specific Android version, a confusing onboarding step, a missing feature everyone asks for.
- Tag reviews by theme: crashes, login, performance, missing feature, pricing, support.
- Cross-check with crash reporting to find the device and OS versions involved.
- Fix the biggest theme first, even if it is not the most interesting work.
- Mention the fix in the release notes, in plain language.
- Reply to the reviews that reported it.
Many rating problems are maintenance problems: an OS update breaks something, a dependency is outdated, performance degrades. Ongoing app maintenance catches these before users do; our guide to what app maintenance costs explains the budget.
What store rules forbid
Incentives
Offering rewards, discounts or in-app currency for a review or rating is forbidden on both stores.
Review gating
Asking "Do you like the app?" and sending only happy users to the store is not allowed; use the official prompt for everyone.
Fake reviews
Reviews from staff, friends paid to post, or review services break store rules and Swedish marketing law.
Custom prompts
Apple expects the system dialog for ratings; custom pop-ups that mimic it risk rejection in review.
Store guidelines change, so check the current rules; our app store review guide covers the approval process. When you do not need outside help: if your app has few reviews and no recurring theme, adding the official prompt at one good moment may be enough. If the same complaints keep coming back, book a free call and we will look at the causes.
Frequently asked questions
Can we reset our App Store rating?
On iOS you can choose to reset the summary rating when you release a new version. Reviews stay visible. Use it only after fixing the problems behind a bad rating; otherwise the new score will fall again.
How often can we show the rating prompt?
The platforms decide when the dialog actually appears and limit it per user, with Apple allowing a few times per year. Call it at good moments and let the system handle frequency.
Should we ask for reviews in push notifications or email?
You can link to the store from email to engaged users, but avoid pressure and never offer anything in return. The in-app prompt after a success moment usually works better.
Are fake reviews illegal in Sweden?
Yes. Presenting fake or bought reviews as genuine is misleading under the Marketing Practices Act, and EU rules require businesses to say how they check that reviews come from real users.
Ratings stuck despite a good app?
Share your store page. In fifteen minutes we will look at the review themes and what is likely behind them.
Book a free 15-minute call