Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Reviews & Ratings - Thomasbcn 2016 @ Applause.io

1,629 views

Published on

App reviews & Ratings - "The secret is in the stars"

Published in: Mobile

Reviews & Ratings - Thomasbcn 2016 @ Applause.io

  1. 1. Reviews & Ratings - applause.io © TP 2016
  2. 2. Reviews & Ratings - applause.io © TP 2016 The secret is in the stars
  3. 3. Reviews & Ratings - applause.io © TP 2016 WHY ?
  4. 4. Reviews & Ratings - applause.io © TP 2016 Impacts all sides of ASO Algorithm (SEO) User (CRO) Featuring
  5. 5. Reviews & Ratings - applause.io © TP 2016 “Reviews and ratings are a very strong signal for us” Ankit Jain, Head of Search & Discovery, Google Play (2013!) “Rating volume is perhaps the best indicator of ranks, with a 29–40% correlation”, @AlexmWalz, Apptentive “The higher an app is rated, the less its rank it likely to move” “The effect of reviews is more important than global downloads to improve keyword ranking”, @francescgo “Ratings & reviews account for 40%”, @Yakiseo
  6. 6. Reviews & Ratings - applause.io © TP 2016 iOS 0,20% Android 1% Many factors: OS, paid/free, popup, positive/negative, category… Volume: the review/install metric
  7. 7. Reviews & Ratings - applause.io © TP 2016 Winner takes all Volume
  8. 8. Reviews & Ratings - applause.io © TP 2016 Average rating
  9. 9. Reviews & Ratings - applause.io © TP 2016 59% check reviews before downloads 37% check reviews before IAP 33% check reviews before updating Little/no influence for only 8%
  10. 10. Reviews & Ratings - applause.io © TP 2016
  11. 11. Reviews & Ratings - applause.io © TP 2016
  12. 12. Reviews & Ratings - applause.io © TP 2016
  13. 13. Reviews & Ratings - applause.io © TP 2016 But…
  14. 14. Reviews & Ratings - applause.io © TP 2016 A few issues with reviews…
  15. 15. Reviews & Ratings - applause.io © TP 2016
  16. 16. Reviews & Ratings - applause.io © TP 2016 Users are radical 52% only write positive reviews 5% only negative
  17. 17. Reviews & Ratings - applause.io © TP 2016
  18. 18. Reviews & Ratings - applause.io © TP 2016 … and irrational! I liked the concept behind it, but this app crashes every couple of minutes. Complete unusable. “70% of reviews have written content that doesn’t match their star rating”
  19. 19. Reviews & Ratings - applause.io © TP 2016 One way communication (iOS)
  20. 20. Reviews & Ratings - applause.io © TP 2016 Reviews : How?
  21. 21. Reviews & Ratings - applause.io © TP 2016 Interrupt & beg?
  22. 22. Reviews & Ratings - applause.io © TP 2016 Do nothing Bury the option in settings Hope for the best!
  23. 23. Reviews & Ratings - applause.io © TP 2016 Asking the right way = at the right time
  24. 24. Reviews & Ratings - applause.io © TP 2016 No sex on first date Wait for a “aha moment”
  25. 25. Reviews & Ratings - applause.io © TP 2016 Nobody likes pop-ups Integrate to limite intrusion
  26. 26. Reviews & Ratings - applause.io © TP 2016 Ask elsewhere Settings Emailing Release notes Support …
  27. 27. Reviews & Ratings - applause.io © TP 2016 Stop focusing on getting more & better reviews Maintain 4.5 average requires seven 5-stars to compensate each 1-star Secret sauce = avoid 1-star reviews
  28. 28. Reviews & Ratings - applause.io © TP 2016 Sometimes, the user is right… Listen, learn React promptly “Negative reviews are the holy grail of customer feedback”, Robi Ganguly
  29. 29. Reviews & Ratings - applause.io © TP 2016 The Town hall 11 gate
  30. 30. Reviews & Ratings - applause.io © TP 2016
  31. 31. Reviews & Ratings - applause.io © TP 2016 Instagram new logo 1.New update 2.Hate 3.Ugly 4.Logo 5.Horrible 6.Please change 7.New icon 8.Awful All time (2m) 86% positive v8.0 (50k) 70% negative
  32. 32. Reviews & Ratings - applause.io © TP 2016 What were the goals? - Rankings up - Clone wars - Engagement? The loud minority “Only 6% of digital engagement mentioning Instagram was related to the new logo … It’s a very niche issue: a specific audience is driving a shift in the brand’s sentiment” Change friction fades quickly over time
  33. 33. Reviews & Ratings - applause.io © TP 2016
  34. 34. Reviews & Ratings - applause.io © TP 2016 Basic filter
  35. 35. Reviews & Ratings - applause.io © TP 2016 Advanced filter
  36. 36. Reviews & Ratings - applause.io © TP 2016 Reply publicly The support differentiator Turn bad reviews into good reviews 97% of reviews go unanswered 95% of negative reviews go unanswered
  37. 37. Reviews & Ratings - applause.io © TP 2016 Contact privately
  38. 38. Reviews & Ratings - applause.io © TP 2016 Review mining
  39. 39. Reviews & Ratings - applause.io © TP 2016 New at Google I/O Sentiment Reply API: the rise of the bots
  40. 40. Reviews & Ratings - applause.io © TP 2016 Black hat ASO
  41. 41. Reviews & Ratings - applause.io © TP 2016 https://www.simform.com/blog/top-ways-to-request-app-rating-and-review
  42. 42. Reviews & Ratings - applause.io © TP 2016 “Hard-working App Store ranking manipulation employee.”
  43. 43. Reviews & Ratings - applause.io © TP 2016
  44. 44. Reviews & Ratings - applause.io © TP 2016 Flappy bird: 700k US reviews in 30 days Candy Crush: 400k US reviews in 18 months Flappy bird: 45k CA reviews Top CA Apps 5K
  45. 45. Reviews & Ratings - applause.io © TP 2016 Tools
  46. 46. Reviews & Ratings - applause.io © TP 2016
  47. 47. Reviews & Ratings - applause.io © TP 2016
  48. 48. Reviews & Ratings - applause.io © TP 2016
  49. 49. Reviews & Ratings - applause.io © TP 2016 … Neglect … Interrupt … Ask on first launch … Ask for 5 stars … Incentivize … Buy/fake … Ask … At the right time, to the right users … Monitor/listen … Filter … Answer … Mine … Update yourself Cheatsheet!
  50. 50. Reviews & Ratings - applause.io © TP 2016 The secret is in the stars

×