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How App Reviews Have Become the North Star Metric for Any Big Player on Mobile Market

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App rating is one of those rare metrics that influence both CAC (CPI) and LTV. User reviews can help you grow your rating relatively fast and easy. Let’s get into details and understand how to build a proper ratings & reviews strategy to cut your user acquisition costs and increase LTV.

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How App Reviews Have Become the North Star Metric for Any Big Player on Mobile Market

  1. 1. HOW APP REVIEWS HAVE BECOME THE NORTH STAR METRIC FOR ANY BIG PLAYER ON MOBILE MARKET Vera Rabkina Head of Reviews / Product Manager
  2. 2. ABOUT APPFOLLOW • Apps from App Store, Google Play, Amazon, MS Store • 9+ mln keywords tracked • 150 mln reviews processed monthly
  3. 3. 01 WHY APP REVIEWS ARE IMPORTANT?
  4. 4. PRODUCT SUCCESS Successful product is a PROFITABLE product What is a successful product?
  5. 5. WHAT DEFINES PROFIT? LTVCAC
  6. 6. WHAT DEFINES PROFIT? LTV CAC LTV CAC
  7. 7. WHAT DEFINES PROFIT? CAC UA Creative CTR cost CVR to install on Store Page MARKETING EFFICIENCY
  8. 8. WHAT DEFINES PROFIT? Avg Revenue per User Retention Rate CUSTOMER EXPERIENCE SALES EFFICIENCY PRODUCT DESIGN LTV
  9. 9. WHAT DEFINES PROFIT? Avg Revenue per User Retention Rate LTVCAC UA Creative CTR cost CVR to install on Store Page 3 OUT OF 4 KEY METRICS ARE AFFECTED BY REVIEWS
  10. 10. 02 HOW REVIEWS ARE AFFECTING THE METRICS
  11. 11. ASK FOR RATINGS AND RESPOND TO REVIEWS TO IMPROVE YOUR APP’S DISCOVERABILITY, ENCOURAGE DOWNLOADS, AND BUILD RAPPORT WITH PEOPLE WHO USE YOUR APP. ‘‘ Apple Developer Guide ‘‘
  12. 12. POSITIVE RATINGS AND REVIEWS CAN MEAN MORE DOWNLOADS OF YOUR APP, AND CUSTOMER FEEDBACK GIVES YOU INSIGHT INTO REAL WORLD USAGE THAT HELPS DIRECT FUTURE DEVELOPMENT EFFORTS. ‘‘ Apple Developer Guide ‘‘
  13. 13. 1. CR TO INSTALL Scaling Organic Growth Team Report by Dor Alaluf, PlayHka, 2019 RESULT: Increased organic CVR to install by 15% within 10 weeks +15% ORGANIC CVR ACTION: Replied up to 70% of 1-4 star reviews WHO: PlayHka
  14. 14. 1. CR TO INSTALL AppFollow Store Top Charts Research 2019 18% 45% 37% 7% 41% 52% App Store Google Play Avg Rating for Apps in Top Charts <4.0 stars 4-4.5 stars >4.5 starsTOP CHARTS RATING POLICY MAKE APPS WITH <4 STARS RATING LOSE UP TO HALF OF THEIR POTENTIAL ORGANIC DOWNLOADS
  15. 15. 1. CVR TO INSTALL REPLYING TO REVIEWS WILL MAKE MARKETING BUDGET UP TO 20% MORE EFFICIENT
  16. 16. 2. ARPU REVIEWS ARE A PERFECT FEEDBACK SOURCE TO IMPROVE PRODUCT QUALITY AND ARPU
  17. 17. 2. ARPU - 3 & 4 star reviews - Updated reviews - Long text reviews BEST INSIGHTS COME FROM:
  18. 18. 2. ARPU BEST INSIGHTS COME FROM: - ML processed reviews with specific tags like ‘Feature Request’ or ‘App Update’ ML tagged App Reviews 
 based on feedback type
  19. 19. WHO: AppFollow ACTION: Compared retenHon of Users who received a CS reply and who didn’t 3. RETENTION RATE AppFollow Customer Support Research 2020 Retention rate & Customer Support with Customer Support without Customer Support RESULT: Users who have been helped have 30% higher retenHon rate 30% HIGHER RETENTION
  20. 20. 03 HOW TO BUILD REVIEW STRATEGY
  21. 21. ACTION: Started replying to reviews systemaHcally WHO: Tinkoff iOS AppFollow Customer Success Case 2020 RESULT: Increased app raHng to 4.82 Reduced cost per Hcket by 3 6mes 4.82 AVG RATING 1. HAVE A REPLY STRATEGY
  22. 22. 1. HAVE A REPLY STRATEGY METRICS TO TRACK: - Reply Rate - Total - Featured reviews - Updated reviews - Avg raHng change
  23. 23. Humans & auto-replies excel at different tasks 2. USE AUTOMATION Where auto-replies win 1. International support 2. Common issues 3. Positive reviews 4. Routing to the right place Where humans win 1. Complex situations 2. Dealing with emotions 3. Non-standard cases 4. Support strategy analysis
  24. 24. ACTION: Introduced auto-replies for reviews WHO: BitMango AppFollow Customer Success Case 2020 RESULT: Increased reply rate 2.3 Hmes Increased avg raHng X2.3 REPLY RATE 2. USE AUTOMATION
  25. 25. 2. USE AUTOMATION METRICS TO TRACK: - Total Reply Rate - Cost per Hcket - Avg reply Hme - Avg 1st reply Hme
  26. 26. ACTION: Moved to reply plaorm from console WHO: InnovaHve ConnecHng AppFollow Customer Success Case 2020 RESULT: Avg reply Hme 50% faster Saved 1,320h/mo for Support Team 50% FASTER REPLY 3. REPLY QUICKLY
  27. 27. 3. REPLY QUICKLY METRICS TO TRACK: - Avg reply Hme - Avg 1st reply Hme - Cost per Hcket
  28. 28. REVIEWS ARE THE ONLY ASPECT TO AFFECT BOTH CAC & LTV, SO IGNORING THEM IS IGNORING A GREAT GROWTH OPPORTUNITY
  29. 29. LINKS TO THE CASES MENTIONED -Tinkoff Case -BitMango Case -InnovaHve ConnecHng Case -PlayHka Case
  30. 30. Vera Rabkina Head of Reviews / Product Manager AppFollow DROP ME A LINE vera.rabkina@appfollow.io WE’RE HIRING! hr@appfollow.io t.me/rabkina

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