“Bolser's knowledge and expertise combined with their commitment meant our Jet2.com app went from a 1 star to a 4 star rating in the app store, and our Jet2holidays app jumped from 3 to 4 stars. This massive shift has made the apps more visible and increased the number of downloads.”
Karen Fielding, Senior Ecommerce Optimisation Manager, Jet2.com and Jet2holidays
The challenge
App store optimisation to boost overall ratings and improve brand reputation
To support Jet2, one of Leeds’ premier travel brands, in strengthening their app store presence, we focused on app store optimisation to increase ratings and improve brand reputation. A high volume of invalid reviews was negatively impacting both the Jet2.com and Jet2holidays apps.
We also identified an opportunity to boost user loyalty and app engagement by improving the speed and quality of responses to app store reviews, ensuring a user-first experience that aligns with Jet2’s values.
What we did
Implemented a review management system
We used our proprietary App Review Optimisation software to analyse, categorise and action Jet2’s backlog of app reviews dating back several years. This included:
- Removal of invalid reviews - which are those that do not meet the minimum standards set by Google and Apple. Reviews are prohibited if they include profanities, do not relate to the app, or promote a competitor and can be submitted for removal.
- Implementing a systematic app review moderation process - filtering and categorising reviews and coordinating group and 1:1 responses with the Jet2 customer services team.
- Utilisation of user feedback to shape the app development road map.
The results
A massive leap in app ratings - and downloads
By implementing these review management strategies, we drove significant improvements in both Jet2.com and Jet2holidays app ratings, boosting visibility and downloads.
- For the Jet2.com app: Over 80% of invalid reviews were removed, resulting in an improved app rating from 1 to 4 stars.
- For the Jet2holidays app: 75% of invalid reviews were removed, and the app rating rose from 3 to 4 stars.
- Increased downloads: The improved ratings led to higher app store rankings, driving a 38% increase in iOS downloads and a 53% increase on Android, demonstrating the strong correlation between ratings, ranking, and downloads.
Following this success, we continue to support Jet2 with monthly review management, ensuring long-term optimisation of their app store presence and user satisfaction.