{"id":2316,"date":"2019-07-02T11:09:57","date_gmt":"2019-07-02T11:09:57","guid":{"rendered":"https:\/\/customlytics.com\/effects-of-google-play-app-rating-change-on-aso\/"},"modified":"2021-11-26T14:18:46","modified_gmt":"2021-11-26T14:18:46","slug":"effects-of-google-play-app-rating-change-on-aso","status":"publish","type":"post","link":"https:\/\/customlytics.com\/de\/effects-of-google-play-app-rating-change-on-aso\/","title":{"rendered":"Effects of Google Play App Rating Change on ASO"},"content":{"rendered":"\n
\"\"<\/figure>
\n

\u201cThe work of improving user sentiment will become more demanding as developers need to keep an eye out and be ready to adapt all the time.\u201d<\/p>\n\n\n\n

Author: Linda Harnisch<\/strong>– Communications Lead<\/em><\/h3>\n<\/div><\/div>\n\n

As announced in May during the\u00a0Google I\/O Developer Conference<\/a>, Google had been rethinking\u00a0how app ratings work<\/a>\u00a0on the Play Store.\u00a0As of August Google changes how the average app rating is calculated to favor the most recent user reviews. Developers have been able to preview in the beta how the new average star rating of their app will look like since May.\u00a0The new ratings will roll out to users in August<\/strong>. So, if this is news to you or you haven\u2019t acted on this important change yet, August is here and now is the time.<\/p>\n\n

\"\"<\/figure>\n\n
<\/div>\n\n

1.\u00a0Developers want it, now they have it<\/h2>\n\n

Previously, the average star ratings for apps in the Google Play Store were calculated on the basis that all ratings are taken into account equally, regardless of time or app version. And it certainly had its pros and cons. Google\u00a0explains<\/a>, the update to the rating mechanism is a response to developers who demanded a figure that reflects a more current state of the app.\u00a0The new approach recalculates the average star rating, focusing \u201cmore\u201d on the recent input from users instead of a lifetime cumulative score<\/strong>. Thus, this provides a more accurate reflection of mobile apps. It hasn\u2019t been disclosed what exactly Google\u2019s new formula for the rating calculation looks like.<\/p>\n\n

2.\u00a0Quality control by Google<\/h2>\n\n

With the new rating calculation, Google will not only\u00a0increase the focus on quality control<\/a>, it will also shift the competitive landscape.\u00a0The new calculation will expose apps that have been abandoned, neglected, outdated, or simply slow to react<\/strong>. This means all apps that want to stay alive in the CRO, ASO or app marketing game at large will need to ramp up their strategies on the ratings front. This will breed more activities, whether they are defensive or offensive.<\/p>\n\n

Quality control issues have been\u00a0plaguing<\/a>\u00a0the Google Play Store for some time now. And for Google, seeking a new approach for app ratings might make a step into a positive direction.\u00a0At this point it is too early to point out exactly what desired effects of quality this may bring<\/strong>. However, what we do already notice is Google\u2019s increased aggression towards control, e.g.\u00a0cracking down on fake Play Store reviews<\/a>. If the rumored\u00a0native in-app rating prompt<\/a>\u00a0becomes a reality, Google will show yet another face of their aggressive quality control. The moral of the story:\u00a0Though we are not sure about the \u201cquality\u201d in quality control yet, we are sure this is another way of Google to enforce more control.<\/strong><\/p>\n\n

3.\u00a0Google is changing the game<\/h2>\n\n

For end users, nothing has changed though. They continue to rating your app with 1-5 stars.\u00a0For app marketers, product managers and developers, this means that becoming proactive is more important than ever<\/strong>. Ratings are known to be a major factor impacting keyword ranking, app featuring chances, and conversion rate \u2013 some of the most vital pillars of App Store Optimization.<\/p>\n\n

Evidence from many Android apps show that\u00a0the difference between the results of the new and old calculations could be drastic<\/strong>. With enough efforts, from a bad place (3.8*) apps could jump to a rather safe zone (>4*) over a short time. The other direction is also equally likely: React slowly and neglect your ratings will escalate quickly to a bad place. Once highly rated apps that have missed to fix bugs and release new updates will have a rating that reflects their current state of decline.<\/p>\n\n

With the new ratings calculation, things could improve as quickly as they turn ugly when the new ratings will replace the existing ones<\/strong>. We don\u2019t know on which exact date this will happen, and we haven\u2019t noticed any drastic changes in ratings yet.\u00a0 Nevertheless, the work of improving user sentiment will become more demanding as developers need to keep an eye out and be ready to adapt all the time.<\/p>\n\n

Remember:\u00a0For every 1-star rating an app gets, it has to obtain seven 5-star ratings from other users to maintain the \u201chealthy\u201d ASO benchmark of 4.5-star average<\/strong>. Getting one negative rating is easy and quick, getting one 5-star rating is tough, getting seven of them could take forever. With the new calculation, any poor ratings that come in in the future will have an amplified negative impact (they weigh more than all the good things that have happened in the past), so you wouldn\u2019t want to \u201ctake forever\u201d to salvage them. So, don\u2019t wait till it happens, and plan ahead.<\/p>\n\n

\"\"<\/figure>\n\n
<\/div>\n\n

4.\u00a0Adjust your ASO Strategy<\/h2>\n\n

We don\u2019t want to paint a black picture for you and there are ways to tackle the new app rating calculation. App developers have to become even more proactive concerning continuous improvement, proper planning and preparation.<\/p>\n\n

As an ASO practitioner for a mobile app you should plan ahead, have a proper strategy in place and come up with a predictive model against negative reviews<\/strong>. You\u2019d want to integrate\u00a0MMPs<\/a>\u00a0(Mobile Measurement Partner) and a\u00a0CRM<\/a>\u00a0(Customer Relationship Management) tool into your mobile\u00a0Marketing Tech Stack<\/a>. This will become definitely necessary if you make user sentiment and management a priority.\u00a0Mobile CRM tools will help you build great in-app rating prompts and focus on the right way to ask happy users to review your app<\/strong>. Optimizing mobile app\u2019s customer feedback flow is something we concern ourselves with here at\u00a0Customlytics<\/a>\u00a0(almost) on a daily basis, so we\u2019re happy to talk you through this technique and choosing a CRM tool for you that fits the bill.<\/p>\n\n

Furthermore you want to look into creating a template for your team to streamline customer support and reply to user reviews in time<\/strong>. Google is now offering a new\u00a0suggested reply feature<\/a>\u00a0making it easier for developers to reply to user questions and comments. Though this feature initially bears some good intentions, we want you to be aware of its rather standard kind of nature (as you can see in the screenshot)<\/p>\n\n

\"\"
Source: Digitaltrends.com<\/a><\/figcaption><\/figure>\n\n

Using rather bland and neutral replies is to our mind against any ASO best practice for user sentiment improvement. There are better ways to automate user sentiment management & replies, with the help of more sophisticated tools available in the market such as\u00a0AppFollow<\/a>\u00a0and\u00a0AppBot<\/a>.<\/p>\n\n

We know this takes time and resources. Sounds like a lot? Our ASO experts at\u00a0Customlytics<\/a>\u00a0are happy to discuss with you how we can improve your ASO strategy and take your iOS or Android app\u2019s organic growth up a notch. Drop us a message at\u00a0info@customlytics.com<\/a>\u00a0and let\u2019s chat!<\/p>\n","protected":false},"excerpt":{"rendered":"

As announced in May during the Google I\/O Developer Conference, Google had been rethinking how app ratings work on the Play 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