Freshly prepared: My McDonald’s app store optimisation
McDonald’s appointed Bolser to help increase awareness and utilisation of the My McDonald’s app in the UK, through app store optimisation.
review response turnaround
iOS rating (up from 3 stars)
increase in downloads
Fast delivery of app store improvements for My McDonald’s app
McDonald’s UK challenged Bolser’s app store optimisation experts to improve the awareness and utilisation of the My McDonald’s click and collect app within a three month timescale.
Prioritised approach focused on delivering rapid results
Our first step was to conduct a comprehensive app performance audit. This revealed several issues that were artificially deflating the My McDonald's app store rating and therefore impacting on the app’s visibility and conversion rates.
With over 70,000 reviews in the app stores, McDonald's needed a way of fast-tracking developer responses to customer queries and prioritising improvements required to the app.
To address this our expert team designed and implemented a robust app review management system, using our own AI driven software, that could quickly and efficiently:
- Analyse and categorise the customer reviews
Identify key issues raised by customers in the reviews
Request the removal of invalid reviews
Prioritise app improvements to maximise performance
Validate new feature development based on customer feedback
Enable a 24-hour turnround of review responses
Produce monthly performance reports.
During the initial 3 month trial we categorised and responded to all the 70,000 review backlog, prioritised the improvements required and removed 100’s of invalid reviews. This resulted in the star rating jumping from 3 to 4.8 stars and gave McDonald's invaluable insight into the changes required to both their systems and the app.
Following the trial, the Bolser app store team ran this program for 6 months, moderating hundreds of reviews every month, before successfully transitioning it to a fully trained internal team at McDonald's.
The app is now going from strength to strength and to date McDonald's is still the only fast food retailer that systematically responds to customer app reviews.
App ratings up from 3 to 4.8 stars
Over an initial three month period we were able to have a significant impact on the visibility and utilisation of the app.
- iOS ratings for the app increased from 3★ to 4.8★
- 24 hour turnround on review responses
- Daily download rates increased by 19%.