Reviews & Ratings - Thomasbcn 2016 @ Applause.io

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Transcript of Reviews & Ratings - Thomasbcn 2016 @ Applause.io

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Reviews & Ratings - applause.io TP 2016

The secret is in the stars

Reviews & Ratings - applause.io TP 2016

WHY ?

Reviews & Ratings - applause.io TP 2016

Impacts all sides of ASO

Algorithm (SEO)User (CRO)Featuring

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 2940% 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

Reviews & Ratings - applause.io TP 2016

iOS 0,20%Android 1%

Many factors: OS, paid/free, popup, positive/negative, categoryVolume: the review/install metric

Reviews & Ratings - applause.io TP 2016

Winner takes all

Volume

Reviews & Ratings - applause.io TP 2016

Average rating

Reviews & Ratings - applause.io TP 2016

59% check reviews before downloads37% check reviews before IAP33% check reviews before updatingLittle/no influence for only 8%

Reviews & Ratings - applause.io TP 2016

Reviews & Ratings - applause.io TP 2016

Reviews & Ratings - applause.io TP 2016

Reviews & Ratings - applause.io TP 2016

But

Reviews & Ratings - applause.io TP 2016

A few issues with reviews

Reviews & Ratings - applause.io TP 2016

Reviews & Ratings - applause.io TP 2016

Users are radical

52% only write positive reviews5% only negative

Reviews & Ratings - applause.io TP 2016

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 doesnt match their star rating

Reviews & Ratings - applause.io TP 2016

One way communication (iOS)

Reviews & Ratings - applause.io TP 2016

Reviews : How?

Reviews & Ratings - applause.io TP 2016

Interrupt & beg?

Reviews & Ratings - applause.io TP 2016

Do nothing

Bury the option in settings

Hope for the best!

Reviews & Ratings - applause.io TP 2016

Asking the right way

= at the right time

Reviews & Ratings - applause.io TP 2016

No sex on first date

Wait for a aha moment

Reviews & Ratings - applause.io TP 2016

Nobody likes pop-upsIntegrate to limite intrusion

Reviews & Ratings - applause.io TP 2016

Ask elsewhere

SettingsEmailingRelease notes Support

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

Reviews & Ratings - applause.io TP 2016

Sometimes, the user is rightListen, learnReact promptly

Negative reviews are the holy grail of customer feedback, Robi Ganguly

Reviews & Ratings - applause.io TP 2016

The Town hall 11 gate

Reviews & Ratings - applause.io TP 2016

Reviews & Ratings - applause.io TP 2016

Instagram new logo

New updateHateUglyLogoHorriblePlease changeNew iconAwful

All time (2m)86% positivev8.0 (50k)70% negative

Reviews & Ratings - applause.io TP 2016

What were the goals?

- Rankings up- Clone wars- Engagement?

The loud minorityOnly 6% of digital engagement mentioningInstagram was related to the new logo Its a very niche issue: a specific audience is driving a shift in the brands sentiment

Change frictionfades quickly over time

Reviews & Ratings - applause.io TP 2016

Reviews & Ratings - applause.io TP 2016

Basic filter

Reviews & Ratings - applause.io TP 2016

Advanced filter

Reviews & Ratings - applause.io TP 2016

Reply publiclyThe support differentiator

Turn bad reviews into good reviews97% of reviews go unanswered95% of negative reviews go unanswered

Reviews & Ratings - applause.io TP 2016

Contact privately

Reviews & Ratings - applause.io TP 2016

Review mining

Reviews & Ratings - applause.io TP 2016

New at Google I/OSentimentReply API: the rise of the bots

Reviews & Ratings - applause.io TP 2016

Black hat ASO

Reviews & Ratings - applause.io TP 2016

https://www.simform.com/blog/top-ways-to-request-app-rating-and-review

Reviews & Ratings - applause.io TP 2016

Hard-working App Store ranking manipulation employee.

Reviews & Ratings - applause.io TP 2016

Reviews & Ratings - applause.io TP 2016

Flappy bird: 700k US reviews in 30 daysCandy Crush: 400k US reviews in 18 monthsFlappy bird: 45k CA reviewsTop CA Apps 5K

Reviews & Ratings - applause.io TP 2016

Tools

Reviews & Ratings - applause.io TP 2016

Reviews & Ratings - applause.io TP 2016

Reviews & Ratings - applause.io TP 2016

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!

Reviews & Ratings - applause.io TP 2016

The secret is in the stars

Reviews & Ratings - applause.io TP 2016