SlideShare a Scribd company logo
Ratings & Reviews:
How to Gain and Retain Customers
Evgeny Kruglov
Co-founder
AppFollow.io
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
App Retention Strategies for 2020 by Evgeny Kruglov & Mike Barclay
Ratings & Reviews Basics
Average rating & …
influence on CR in install
✭
✭✭
✭✭✭
✭✭✭✭
✭✭✭✭✭
0 % 25 % 50 % 75 % 100 %
Apptentive data
Low rating «kills» conversions
Fun fact
Ratings & Reviews
vs.
Average
rating
? ?vs.
Which rating matters most of all?
Featured game average rating — 4.5
Ratings & Reviews
US Game top charts average ratings (Google Play)
AppFollow data
Ratings & Reviews
Ratings & Reviews
Ratings & Reviews
Ratings & Reviews
So, at least 4⭑
Ratings & Reviews
So, at least 4⭑
4.5⭑ — perfection
Average rating: Overall vs. Country
Avg. rating is specific to
each territory. You can
reset it when you release a
new version of your app.
Users see a unified
overall rating. Google
switched a lifetime rating
to a new rating system 

in August 2019.
Ratings & Reviews
Ratings & Reviews
vs.
Average
rating
Reviews
rating
?vs.
Which rating matters most of all?
>
<
=
Ratings & Reviews
Average reviews and rating
Ratings & Reviews
Daily reviews and rating
Ratings & Reviews
Ratings & Reviews
vs.
Average
rating
Reviews
rating
Featured
Reviews
rating
vs.
Which rating matters most of all?
>
>
Ratings & Reviews
Ratings & Reviews
… & Featured reviews
influence on CR in install
Ratings & Reviews
Ratings & Reviews
User Acquisition
&
Retention
User Acquisition
& Retention
=
Customer Suport
Up to 25%
of reviews are changed with rating
Depends on you: for better or for worse
Customer Support
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
Customer Support
Reply to reviews to improve rating
Game publishers reply from 2% to 30% of all the reviews. AppFollow data
Customer Support
Customer support
Identifying issues
Identifying issuesCustomer support
Customer support
Identifying issues
Google Play reviews > App Store reviews
11k
94k
8.5x
70k
316k
4.5x
0.5k
5k
10x
247k
317k
1.3x
Customer Support
Reviews spike with each update
Customer Support
Featured/Helpful reviews
Ratings & Reviews
Those with 2 stars are the most disappointedCustomer Support
Word count:
Long reviews
Customer Support
Rating gets worse, e.g. 4⭑ → 1⭑
Customer Support
Updated reviews
Source: AppFollow
Average rating changes with
every developer’s reply
Customer Support
If you reply quickly, users can change rating39
Reply time is another important metricCustomer Support
Customer support
Focus
• Featured reviews — everyone sees them
• Negative reviews — improve your rating
• Long or updated reviews — loyal players
Resume
1. Ratings & Reviews are very important
2. They influence on CR + Retention and provide valuable feedback
3. Work at least with «crucial» reviews (featured, negative, long)
4. Your average rating should at least 4.0 (ideally — 4.5+)
5. If so, be rewarded — featuring & loyal players
Resume
Key points
Resume
Tools to help you:
1. Default tools: App Store Connect & Google Play Console
2. Rating: App Annie, Appbot, Appfigures, AppFollow
3. Featured reviews: AppFollow
4. Semantic analysis: Appbot, AppFollow
5. Help-desk integrations: AppFollow
Resume
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
Thanks!
Evgeny Kruglov
Co-founder, AppFollow
@tahorg
zk@appfollow.io
App Retention
Strategies for 2020
WEBCAST
One-stop solution for engaging
your customers throughout their
lifecycle
Global Retention Rates
Dropping retention rates over
the last few years mean
retention strategies are all
the more important.
A slight increase in customer loyalty, even to the
tune of 5%, can generate lifetime profits
anywhere between 25% to 95% per customer.
Source- HBSWK-The economics of e-loyalty
Retention Strategies: What You Need To
Do In 2020
Find out why they uninstall Plug the leaks Build an engagement strategy
Find Out Why Users
Uninstall Your App
Poor
Engagement
In-app
Experience
On-boarding
Experience
Core
Capabilities
Plug the Leaks
App Onboarding Strategy
Successful User Retention
Tokopedia, founded
in 2009 is a unicorn
company and is
Indonesia's largest
online marketplace
with a user base of
over 75 million
active users.
Before After
App Retention Strategies for 2020 by Evgeny Kruglov & Mike Barclay
Platform-specific Optimisation
● Optimise for various platforms.
● Faster navigation to checkout.(Varies from device/OS)
● Open source software (Android) Vs unified OS (iOS)
● Experiment with different flows.
Improve Segmentation
Mistakes Can Be Expensive
Push Notifications Fails
Notification sent
after the offer date
Too many emojis Is this the best time for
your users?
Find Your App’s Retention Point
Cohort analysis helps break down user behaviour.
Retention Point For Popular Apps
Season 2-
Episode 2-3-4
User returns 1
day after sign up
2000 messages
sent in a team
10 friends in
7 days
Send Surveys and Questionnaires
Build YOUR Engagement
Strategy
Engage To Succeed
Track and
measure
Push users
towards
retention
point
Deliver what
you promise
Engage
users
Use all
channels
Your Actionable App Retention
Strategies Checklist
Thank You!
Any questions?

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