Reviews & Ratings - Thomasbcn 2016 @ Applause.io
Transcript of Reviews & Ratings - Thomasbcn 2016 @ Applause.io
Reviews & Ratings - applause.io © TP 2016
The secret is in the stars
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
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
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
A few issues with reviews…
Reviews & Ratings - applause.io © TP 2016
Users are radical
52% only write positive reviews5% only negative
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”
Reviews & Ratings - applause.io © TP 2016
One way communication (iOS)
Reviews & Ratings - applause.io © TP 2016
Do nothing
Bury the option in settings
Hope for the best!
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 right…
Listen, learn
React 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
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
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
Contact privately
Reviews & Ratings - applause.io © TP 2016
New at Google I/OSentiment
Reply API: the rise of the bots
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
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
… 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