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Why App Ratings Matter & the Winning Approach to Get 5-Star Ratings (Case Study)

Mobile Marketing | Dec 15, 2018

Zinio is an online newsstand, brings thousands upon thousands of magazines to the people who love them. By paying once for a magazine subscription or single issue, readers can view the content on whatever PC, Mac, tablet, or smartphone they prefer.

The Problem:

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.

Why App Ratings Matter & The Winning Approach to Get 5-Star Ratings: The Case Study of Zinio. The problem was that Zinio’s overall rating in the app store decreased from 4.2 to 2.1

The Marked Decrease in the Zinio App Rating 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 affects the installation conversion rate.

Some Stats Shows Why App Ratings Matter - Some Stats Shows Why Mobile App Reviews Matter

Some Stats Shows Why App Ratings Matter

 

Some Stats Shows Why App Ratings Matter - Some Stats Shows Why Mobile App Reviews Matter

Some Stats Shows Why Mobile App Reviews Matter

 

The Solution: 

Setting up an automated in-app campaign, prompting users to rate Zinio at the Right Time & Right Moment.

The Campaign Overview:

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.

Users Journey to Rate the App - Promoter: Users Who Click “Rate Now”

USER JOURNEY: Promoter (Users Who Click “Rate Now”)

The Objectives:

  • Increase the 5-Star App Ratings.
  • Prevent negative reviews from appearing in the App Store.
  • Get important feedback from disgruntled users, by redirecting low-rating users to a non-public feedback page.

The Target Audience:

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.  

The Key Results:

  • 150% increase in the total number of 5-Star ratings in 6 months.
Zinio App Case Study to Get 5-Star Ratings - The Marketing Campaign Results

Zinio App Case Study: The Campaign Results

  • Average Rating increased from 2.1 to 2.3
Zinio App Case Study to Get 5-Star Ratings - The Marketing Campaign Results

Zinio App Case Study: The Campaign Results

Article By: Mirela Cialai

Global Digital Marketing Specialist at Zinio

Mirela Cialai

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