App Ratings & Reviews: How to improve them and why it matters


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A presentation from Apptentive about the role that App Ratings & Reviews play in app downloads, conversions and the app funnel. Advice on how to proactively improve your app's ratings and reviews is included, along with data on results.

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App Ratings & Reviews: How to improve them and why it matters

  1. 1. App Ratings & Reviews:How to Improve your App’s Ratings and Why ItMatters@apptentive RobiGanguly
  2. 2. App Stores: Amazing for Distribution >500,000 >500mm Developers People
  3. 3. BUT: App Stores Are Horrible for Communication WELL, YOU RUINED THIS ONE! …fun factor is gone. So is this app and developer!
  4. 4. APP stores are very NOISY >75 Apps Per Person1,000,000 500,000 0 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 Q1 Q2 Q3 Q4 2008 2008 2008 2009 2009 2009 2009 2010 2010 2010 2010 2011 2011 2011 2011 Android apps iOS apps
  5. 5. App retention is abysmal Retention - Months after Acquisition 100% 38% 29% 24% 20% 16% 14% 11% 9% 0% 7% 6% 5% 4% 0 1 2 3 4 5 6 7 8 9 10 11 12Credit: Flurry Analytics
  6. 6. The App Funnel Is Simple Download Retain $$
  7. 7. So how do downloads happen? Search /Referral Navigation Discovery (~20%) (>75%) App Store Page Views InstallationsThe vast majority of downloads are theresult of surfing activity, lacking explicitintent or authority-driven referrals.
  8. 8. How do app store page views convert? View Details View Details Page Page Install Install (<33%) (<5%) FREE PAID
  9. 9. How do consumers decide?15 seconds 5 seconds 2 seconds 5 seconds 10 seconds 5 seconds
  10. 10. What drives rankings? Absolute volume, Past 72 hours, Trends Downloads (increasing/decreasing) Absolute volume, Average Ratings Rating, Trends How often is the app updated? Is the Freshness app regularly maintained? While the app stores are opaque about the inputs and weights, these 3 components are crucial.
  11. 11. What is the landscape for app ratings?Category Average Rating The average bar is…Book 3.36 averageBusiness 3.14Catalogs 3.85 For most categories, the average rating is between 3Newsstand 2.91 and 4 stars.Photo & video 3.59 Achieving an average ratingProductivity 3.29 of 4+ for the most recentSports 3.22 version of an app should be the goal, in order toTravel 3.36 maximize opportunity.Utilities 3.01Games – Action 3.24Games - Sports 3.12
  12. 12. So, how can ratings be influenced? Invest in creating a great app, continue App Quality to test, update, learn and refine Reach out to customers, in your app, inProactive Prompting order to qualify sentiment and prompt ratings by enthusiastic customers If an app customer isn’t happy, provideIntercept & Resolve an outlet for their complaints that ISN’T the app store Ratings & reviews are often left to chance. Being proactive is the exception, rather than the rule
  13. 13. In-App Prompt to Increase Ratings Prompt & Qualify the people using your App Only those who answer yes are taken to the app store to rate
  14. 14. Consumer Catharsis & Interception Apptentive solicits feedback Those who click “No” immediately give you feedback. Are there app problems? Is the service you provide not working? All feedback goes directly to you, instead of being broadcast in the app store.
  15. 15. How many people love your app?Our instrumentation provides insightsinto the results of your prompts. Howmany times is it seen? What happens?
  16. 16. Manage & Optimize Ratings ActivityChange Ratings Prompts On the FlyModify all ratings prompt activities on the server, ensuring that apps can beoptimized in real-time Our administrative capabilities make it easy to change ratings prompts WITHOUT updating the app.
  17. 17. Result: MORE RATINGS “So how well does it work? I have seen an improvement in ratings, with about twice as many written reviews per day as there were a year ago.”Increased review volume (50%+)
  18. 18. Result: BETTER RATINGS "We saw a huge boost in the number of reviews, overall rating, and sales when we started to solicit users (went from 3.5 to 4.5 stars)."Ratings improvements of 1 full starDownload gain from 1 star increase: ~30%
  19. 19. Result: INTERCEPT NEGATIVE FEEDBACKInterception Rate: ~20%