The overall rating reflects the current state of the app. It accounts for all app reviews but prioritizes the most recent ones.
As yet i have seen no increase in traffic to my website after a month or so. Hopefully this will change soon.
The news letter from Eric is of great interest.
I think this app is great. We got Rich Snippets for our products within 3 weeks! So I'd like to give 5 stars but I think it is too early to give. The most important thing is to increase our sales. If our sales are increasing from now on, I will change the 4 stars to the 5 stars!