Reviews & Ratings - Thomasbcn 2016 @ Applause.io

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Reviews & Ratings - applause.io © TP 2016

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

Reviews & Ratings - applause.io © TP 2016

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 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

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iOS 0,20%Android 1%

Many factors: OS, paid/free, popup, positive/negative, category…

Volume: the review/install metric

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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

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 doesn’t match their star rating”

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One way communication (iOS)

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Reviews : How?

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Interrupt & beg?

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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

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No sex on first date

Wait for a “aha moment”

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Nobody likes pop-ups

Integrate to limite intrusion

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Ask elsewhere

Settings

Emailing

Release notes

Support

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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

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Sometimes, the user is right…

Listen, learn

React promptly

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

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The Town hall 11 gate

Reviews & Ratings - applause.io © TP 2016

Reviews & Ratings - applause.io © TP 2016

Instagram new logo

1.New update2.Hate3.Ugly4.Logo5.Horrible6.Please change7.New icon8.Awful

All time (2m)

86% positive

v8.0 (50k)

70% negative

Reviews & Ratings - applause.io © TP 2016

What were the goals?

- Rankings up- Clone wars- Engagement?

The loud minority“Only 6% of digital engagement mentioningInstagram 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 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 reviews

97% of reviews go unanswered95% of negative reviews go unanswered

Reviews & Ratings - applause.io © TP 2016

Review mining

Reviews & Ratings - applause.io © TP 2016

New at Google I/OSentiment

Reply 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

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