Presentation by Anatoly Sharifulin, CEO at AppFollow for the webinar Mobile UA for Gaming Apps

1. Reputation Management
for Apps & Games
CEO & Co-Founder, AppFollow
Anatoly Sharifulin
Specially for UA Webinar

2. Part 1.
Intro

3. Part 1 Intro
3
What is Reputation Management?

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. Part 2.
Reputation
Management

6. 6
1. Average rating is important
for User Acquisition and ASO
Part 2 Reputation Management

7. 40
Part 2 Reputation Management

8. 41
Part 2 Reputation Management

9. ✭
✭✭
✭✭✭
✭✭✭✭
✭✭✭✭✭
0 % 25 % 50 % 75 % 100 %
Source: Apptentive45
Low average rating "kills" conversion rate
Part 2 Reputation Management

10. 43
Average rating of featured apps & games is 4.5
Part 2 Reputation Management
Source: AppFollow

11. 11
Benchmark for average rating:
min: 4.0, target: 4.5+
Part 2 Reputation Management

12. 12
Part 2 Reputation Management
Average rating: Overall vs. Country

13. vs.
Avg. rating
by stars
Avg. rating
by reviews
35
Part 2 Reputation Management
Which is a true rating?

14. 14
Part 2 Reputation Management
>
<
=
True rating (= app quality) is an average rating by reviews

15. 15
2. Working on reviews is important
for UA, Game Dev & Customer Support
Part 2 Reputation Management

16. 26
Part 2 Reputation Management
Featured/Helpful reviews

17. 17
Part 2 Reputation Management
Average rating by Featured Reviews

18. 2. Reputation Management
18
Dig into reviews to find insights

19. 2. Reputation Management
19
Dig into reviews to find insights

20. 2. Reputation Management
20
Sentiment score is a new key metric (based on reviews)

21. 21
3. Replying to reviews is important
for UA & Customer Support
Part 2 Reputation Management

22. 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
18
Part 2 Reputation Management

23. 2. Reputation Management
Source: AppFollow23
Average rating changes with every developer’s reply

24. The best result:
2. Reputation Management
24 Source: AppFollow

25. If you reply quickly, users can change rating
2. Reputation Management
25
Reply time is another important metric

26. 2. Reputation Management
26
User reviews is a new channel of getting feedback

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
34
5 types of reviews to watch out for:
2. Reputation Management

28. 29
2. Reputation Management

29. 32
2. Reputation Management

30. Word count:33
Longer reviews have 2* rating
2. Reputation Management

31. Part 3.
Summary

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
Read more:
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
Part 3 Summary

34. Thanks!
Questions?
Anatoly Sharifulin, CEO
anatoly@appfollow.io