We flew Jet2 to sky-high app store ratings

Jet2.com are the third largest airline in the UK, and Jet2holidays, the second largest UK tour operator.

Mobile apps are an important element of their strategy, and Bolser was appointed to improve the performance of both the Jet2.com and Jet2holiday apps.

4

Jet2.com app star rating (from 1 star)

4

Jet2holidays app star rating (from 3 stars)

53%

uplift in Android downloads

“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

We identified that one of the key factors impacting on the performance of both apps was a high volume of invalid reviews which had no basis in reality.

We also identified an opportunity to build loyalty and increase usage by improving the speed and quality of responses to app store reviews.

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.
  • We also identified that a lot of the app reviews were complaints that Jet2.com didn’t fly from their local airport - can’t please everyone!
The results

A massive leap in app ratings - and downloads

By managing the quality of reviews we significantly increased the average rating for both apps, and continue to improve them on an ongoing basis.

For the Jet2.com app over 80% of invalid reviews were removed following our submission to Apple. As a result the app rating improved from 1 to 4 stars.

For the Jet2holidays app, 75% of invalid reviews were removed and the star rating shot up from 3 to 4 stars.

This resulted in the apps being ranked higher in the stores and consequently an increase in downloads - 38% on IOS & 53% on Android. Proving a statistically significant correlation between ranking and downloads.

We now monitor and moderate Jet2 app reviews on a continuous basis, highlighting issues, actioning responses and removing invalid reviews.

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