In this webinar, AppFollow and CleverTap explore how brands should optimize experience right from being discovered, converting visitors into customers, retaining these customers and turning them into brand advocates.

1. APPFOLLOW
The Journey from User Acquisition
to Advocacy
Siddharth Sharma
Head of Digital Marketing,
CleverTap
Evgeny Kruglov
Chief Operating Officer,
AppFollow

2. APPFOLLOW
Customer Lifecycle

3. Reviews and Ratings in
App Store and Google Play
Co-founder in AppFollow
Evgeny Kruglov
Helsinki, October 2019

4. !2
About me
• In mobile since 2003!
- Accenture!
- Beeline (mobile telco)
• Entrepreneur since 2008!
- Media Express (mobile services)!
- MobiGear (mobile apps)
• Co-founded AppFollow in 2015!
- Sales & Customers Support!
- Fundraising

5. !3
User feedback is important
Intro
1. Communities (via forum, social media, etc)
2. Support Email (email, helpdesk)
3. In-app Feedback (SDKs)
4. Ratings & Reviews (App Store and Google Play)

6. !4
Intro
Ratings & Reviews !
are under-rated!
Appstore reviews generate
~30% of all the feedback

7. !5
What ratings & reviews influence on?
1. Customer Support — work load
2. User Acquisition — vs.
3. Game Development — users sentiment
Intro

8. Much more reviews in Google Play than in App Store
11k
94k
8.5x
70k
316k
4.5x
0.5k
5k
10x
247k
317k
1.3x
!"#$% 2.1 Ratings & Reviews: Customer Support
!6

9. Reviews — daily
52
31
28
7
1121
821
437
40
!"#$% 2.1 Ratings & Reviews: Customer Support
!7

10. Customer Support

11. !9
What Customer Support can achieve working with reviews?
Users loyalty
- Quick reply — user is heard!
- Turn negative review into positive!
- Offer problem solving!
- Get user back in the game — Retention
Customer support: ratings & reviews

12. !10
Every day, developers respond to more than 100,000
reviews in the Play Console, and when they do, we’ve seen
that users update their rating by +0.7 stars on average
Google, May 2019
Not only «read» reviews, but reply to them
Customer support: ratings & reviews

13. !11
Aftermath: users ratings grows
Game publishers reply from 2% to 30% of all the reviews. AppFollow data
Customer support: ratings & reviews

14. !12
Reviews spike with each update
Customer support: ratings & reviews

15. !13
Number of reviews and average rating for War Robots
Customer support: ratings & reviews

16. !14
There are too many of them.
Which reviews pick up
to reply first?!
Customer support: ratings & reviews

17. !15
Customer support: ratings & reviews
1. Featured/Helpful reviews

18. !16
2. Rating gets worse, e.g. 4 " 1
Customer support: ratings & reviews

19. !17
Up to 15%
of reviews are changed with rating
Depends on you: for better or for worse
Customer support: ratings & reviews

20. !18
3. Long reviews
(from 1% to 5%, all pain is there)
Customer support: ratings & reviews

21. !19
Those with 2 stars are the most disappointed
Customer support: ratings & reviews

22. !20
Few comments on average rating
Customer support: ratings & reviews

23. !21
Which one is real?
vs.
Overall
rating
Reviews
rating
Customer support: ratings & reviews

24. !22
>
<
=
Customer support: ratings & reviews

25. !23
>
>
Customer support: ratings & reviews

26. !24
Customer support: ratings & reviews

27. !25
Average rating country/language vs. Overall
Customer support: ratings & reviews

28. User Acquisition

29. !27
Average rating & featured reviews
influence on CR in install
User Acquisition

30. !28
User Acquisition

31. !29
User Acquisition

32. !30
User Acquisition

33. !31
Average rating of a featured game — 4.5
User Acquisition

34. !32
Average rating US Game top charts in Google Play
AppFollow data
User Acquisition

35. !33
!
!!
!!!
!!!!
!!!!!
!"# $%"# %!"# &%"# '!!"#
Apptentive data
Low average rating «kills» conversions
User Acquisition

36. Game Development

37. !35
Reviews analysis helps with:
1. Quickly find bugs & reasons for crashes
2. Learn if you have too many ads
3. Optimise your prices
4. Localisation issues
5. Navigation clusters
6. Overcomplicated levels
7. Feature requests
Game Dev: insights and CTA

38. !36
Identifying issues
Game Dev: insights and CTA

39. !37
Game Dev: insights and CTA
Identifying issues

40. !38
Making happy users. Or not.
Game Dev: insights and CTA

41. !39
If your game is unexpectedly featured or
there was unlucky updated:
Game Dev: insights and CTA

42. !40
Game Dev: insights and CTA
But something went wrong

43. !41
Game Dev: insights and CTA
Not that good update:

44. Resume

45. !43
1. Ratings & Reviews are very important
2. They influence on CR, Retention and provide valuable feedback
3. Ok, work at least with «crucial» reviews!
(Featured / Popular, negative, long ones)
4. Your average rating should be not less than 4.0 (ideally —&4.5+)
5. You will be rewarded with Featuring & loyal players
Resume

46. !44
Tools to work with reviews:
1. Default: App Store Connect / Google Play Console
2. Track rating: App Annie, Appbot, Appfigures, AppFollow
3. Focus on featured reviews: AppFollow
4. Reviews semantic analysis: Appbot, AppFollow
5. Reply to reviews from helpdesks: AppFollow
Resume

47. 15
Manage reviews as
any other feedback in
your helpdesk system
Resume

48. !46 More details in AppFollow Blog
Resume

49. !47
Recommended to read:
1. How to get featuread?
2. How to improve average rating?
3. How quickly identify issues in your app?
4. How to increase users loyalty?
5. Why reply to reviews in App Store and Google Play?
Resume

50. Thanks!
Evgeny Kruglov
@tahorg
zk@appfollow.io