Due to a recent app redesign involving an inevitable server migration, many existing users who were affected by the migration, complained and posted negative reviews in the App Store. As a result of the low ratings received post migration, ZINIO’s overall rating in the App Store decreased from 4.2 to 2.1.
According to Zinio App data, the rating and reviews effect on the consideration when users install, upgrade or make a purchase. It also effect on the installation conversion rate.
Setting up an automated in-app campaign, prompting users to rate ZINIO at the Right Time & Right Moment.
Integrating an App Store ranking mechanism inside the app, allowed tapping into the Silent Majority (satisfied users who rarely leave ratings or reviews), and encourage them to express their love for the brand by rating us in the App Store, plus gather feedback from less satisfied customers for future improvements.
USER JOURNEY: Promoter (users who click “Rate Now”)
We identified the Perfect Reviewer – users most likely to rate us 5 Stars – by running several tests targeting different segments of our user base. For each segment, the test campaigns ran on only 10% of the qualifying audience.
The 3 most engaged segments out of the 15 segments on which we ran the tests, delivered between 36 – 41% NPS Promoters (users highly likely to rate us with 5 Stars), so for those segments we ramped up the campaigns, targeting 100% of the audience.
By: Mirela Cialai
Global Digital Marketing Specialist at Zinio