“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 ratings and downloads

The Jet2 apps were receiving by a high number of invalid customer reviews about travel issues rather than app issues. This was effecting the performance of the apps, with poor ratings and low visibility in the app stores leading to a low level of downloads.

Our challenge was to improve the overall ratings and increase the number of downloads through a combination of app store optimisation and app review management.

 

What we did

Implemented a review management system powered by AI

Our proprietary AI-powered App Review Optimisation software analyses user reviews at scale identifying sentiment and common themes. We used the 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 to customer reviews with the Jet2 customer services team.
  • Utilisation of customer feedback to make ongoing improvements to the apps.

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 continued to support Jet2 with monthly review management, ensuring long-term optimisation of their app store presence and user satisfaction.