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Similaire à Reviews & Ratings - Thomasbcn 2016 @ Applause.io (20)
Reviews & Ratings - Thomasbcn 2016 @ Applause.io
- 4. Reviews & Ratings - applause.io © TP 2016
Impacts all sides of ASO
Algorithm (SEO)
User (CRO)
Featuring
- 5. 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
- 6. 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
- 9. Reviews & Ratings - applause.io © TP 2016
59% check reviews before downloads
37% check reviews before IAP
33% check reviews before updating
Little/no influence for only 8%
- 16. Reviews & Ratings - applause.io © TP 2016
Users are radical
52% only write positive reviews
5% only negative
- 18. 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”
- 22. Reviews & Ratings - applause.io © TP 2016
Do nothing
Bury the option in settings
Hope for the best!
- 23. Reviews & Ratings - applause.io © TP 2016
Asking the right way
= at the right time
- 24. Reviews & Ratings - applause.io © TP 2016
No sex on first date
Wait for a “aha moment”
- 25. Reviews & Ratings - applause.io © TP 2016
Nobody likes pop-ups
Integrate to limite intrusion
- 26. Reviews & Ratings - applause.io © TP 2016
Ask elsewhere
Settings
Emailing
Release notes
Support
…
- 27. 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
- 28. 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
- 31. Reviews & Ratings - applause.io © TP 2016
Instagram new logo
1.New update
2.Hate
3.Ugly
4.Logo
5.Horrible
6.Please change
7.New icon
8.Awful
All time (2m)
86% positive
v8.0 (50k)
70% negative
- 32. Reviews & Ratings - applause.io © TP 2016
What were the goals?
- Rankings up
- Clone wars
- Engagement?
The loud minority
“Only 6% of digital engagement mentioning
Instagram 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 friction
fades quickly over time
- 36. Reviews & Ratings - applause.io © TP 2016
Reply publicly
The support differentiator
Turn bad reviews into good reviews
97% of reviews go unanswered
95% of negative reviews go unanswered
- 39. Reviews & Ratings - applause.io © TP 2016
New at Google I/O
Sentiment
Reply API: the rise of the bots
- 41. Reviews & Ratings - applause.io © TP 2016
https://www.simform.com/blog/top-ways-to-request-app-rating-and-review
- 42. Reviews & Ratings - applause.io © TP 2016
“Hard-working App Store ranking manipulation employee.”
- 44. Reviews & Ratings - applause.io © TP 2016
Flappy bird: 700k US reviews in 30 days
Candy Crush: 400k US reviews in 18 months
Flappy bird: 45k CA reviews
Top CA Apps 5K
- 49. 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!