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How to improve mobile reputation and increase average app rating

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How to respond to Google reviews
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How to improve mobile reputation and increase average app rating

  1. 1. Reputation Management for Apps & Games CEO & Co-Founder, AppFollow Anatoly Sharifulin Specially for Berlin Meetup
  2. 2. Part 1. Intro
  3. 3. Part 1 Intro 3 What is Reputation Management?
  4. 4. Part 1 Intro 1. Monitor average rating types of avg. ratings, overall vs. country, benchmarks 2. Analyze user reviews types of reviews, key metrics: sentiment score, avg. ratings 3. Reply to reviews all vs. important reviews, integrations with help desks 4 What is Reputation Management?
  5. 5. Part 2. Reputation Management
  6. 6. 6 1. Average rating is important for User Acquisition and ASO Part 2 Reputation Management
  7. 7. Part 2 Reputation Management 7
  8. 8. Part 2 Reputation Management 8
  9. 9. Source: Apptentive Low average rating "kills" conversion rate Part 2 Reputation Management 9 ✭ ✭✭ ✭✭✭ ✭✭✭✭ ✭✭✭✭✭ 0 % 25 % 50 % 75 % 100 % Lost installs Lost installs Lost installs
  10. 10. … but if you’re Facebook, you don’t care about avg. rating 😎 Part 2 Reputation Management 10
  11. 11. Average rating of featured apps & games is 4.5 Part 2 Reputation Management Source: AppFollow11
  12. 12. 12 Benchmark for average rating: min: 4.0, target: 4.5+ Part 2 Reputation Management
  13. 13. 13 Part 2 Reputation Management Average rating: Overall vs. Country Avg. rating is specific to each territory. You can reset it when you release a new version of your app. Users see a unified overall rating. Google switched a lifetime rating to a new rating system 
 in August 2019.
  14. 14. vs. Avg. rating by stars Avg. rating by reviews Part 2 Reputation Management What is a true rating? 14
  15. 15. 15 Part 2 Reputation Management > < = True rating (= app quality) is an average rating by reviews
  16. 16. 16 2. Working on reviews is important for UA, Game Dev & Customer Support Part 2 Reputation Management
  17. 17. Part 2 Reputation Management Featured/Helpful reviews 17
  18. 18. 18 Part 2 Reputation Management Average rating by Featured Reviews
  19. 19. 2. Reputation Management 19 Dig into reviews to find insights
  20. 20. 2. Reputation Management 20 Dig into reviews to find insights
  21. 21. 2. Reputation Management 21 Sentiment score is a new key metric (based on reviews)
  22. 22. 22 3. Replying to reviews is important for UA & Customer Support Part 2 Reputation Management
  23. 23. Every day, developers respond to more than 100,000 reviews in the Play Console, and when they do, we’ve seen that users update their rating by +0.7 stars on average Google, May 2019 Part 2 Reputation Management 23
  24. 24. 2. Reputation Management Source: AppFollow24 Average rating changes with every developer’s reply
  25. 25. If you reply quickly, users can change rating 2. Reputation Management 25 Reply time is another important metric
  26. 26. 2. Reputation Management 26 User reviews is a new channel of getting feedback
  27. 27. 1. Featured/Helpful reviews 2. Rating became worse, e. g. 4* → 1* 3. Rating became better, e. g. 1* → 5* 4. Long reviews 5. Updated reviews with the same rating 5 types of reviews to pay attention to: 2. Reputation Management 27
  28. 28. 2. Reputation Management 28
  29. 29. 2. Reputation Management 29
  30. 30. Word count: Long reviews have 2* rating 2. Reputation Management 30 Source: AppFollow
  31. 31. Part 3. Summary
  32. 32. 32 Recap: 1. Take care about app reputation 2. Track average rating, min: 4.0, target: 4.5 3. Reply quickly to important reviews 4. Dig into reviews to find insights 5. Constantly improve your product Part 3 Summary
  33. 33. 33 Read more: Part 3 Summary 1. How to get featured in App Store 2. How to deal with reviews to increase CR 3. Why and how to respond to app reviews 4. Challenges when working with reviews 5. How to increase user loyalty with review responses 6. How to level up your Zendesk support 7. How to report a concern in Google Play and App Store
  34. 34. Thanks! Questions? Anatoly Sharifulin, CEO anatoly@appfollow.io

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