Blog :

Using consumer reviews to assist your ASO efforts

Using consumer reviews to assist your ASO efforts

Mobility and responsiveness – these are two critical skills needed for anyone who enters the arena of mobile application development. Your product must be nimble and quick, but these too, are critical skills your marketing team must employ in the release of that shiny new app. The art of App Store Optimization (ASO) is important during the entire release process.

In a marketplace that features over a million apps in each of the major app stores, developers must manipulate each variable in their media arsenal. One very powerful tool is the use of consumer reviews.

The power of reviews

Being able to harness the energy of raw consumer feedback is like riding a wave. Managing both good and bad press is at the core of your public image. For better or worse – the true measure of you and your product is formed by the users’ impressions. Once you release, the power is in the hands of the consumer.

Your team must be able to respond instantly and individually, in order to reap the value of feedback. Take the time to interact with consumers and let them know that their opinions matter to your team.

You already have a plan in place. You have from the beginning. But if the consumers go in another direction or simply don’t like your idea, you need to be able to really listen and appreciate the value of what you are being told.

The fickle winds of consumer opinion can easily blow in either direction. A stunning app with an established track-record can suddenly be dashed upon the rocks by a sour update, or by the development team not listening to consumers.

The transparency of reviews clearly matters. KISS Metrics conducted a study evaluating average reviews in connection to app store rankings and it found that the most positively rated apps ranked highest on a given keyword. Those reviews are being offered by users as their reaction to your new app. How you respond to those words will determine how the market views your product. In other words, reviews are vital. 

Increasing the volume of reviews

There are several ways in which you can increase your app’s reviews. One way to do it is through app reviews plugins. This is a pop-up screen that appears after a bit of usage, asking the consumer for their opinion. You should be sure to delay the activation of the plugin. Give the user the opportunity to get comfortable and really discover all of the features you’ve built into the app. If you ask users to review when they first open an app before they’ve actually had a chance to try it, they may be displeased and leave a negative review instead.

The best way to get a positive review is to build a high-quality application that makes a significant difference to your users by either helping or entertaining them. The more satisfied users you get, the more likely they are to leave a positive review, with little to no reminder or encouragement from the app.

Managing negative reviews is a metered skill. It takes time and patience to respond thoughtfully to whatever may be written. How and with which words you respond, will determine if you are able to yield a net favorable response.

Keep in mind that this is a difficult task. It often takes time, energy and patience. Be ready to have your greatest weaknesses publicly highlighted. At your moments of weakness, how you respond to your critics will determine if you earn their respect and future business.

Contact Colure today to establish a plan to help define you next mobile app.

Click-through rates

Click-through rates

Click-Through Rates (CTR) are one of the most important pieces of data for measuring the success of your advertisements, but it can be confusing to interpret the numbers and apply them appropriately to your mobile app marketing and advertising campaign. Here’s a breakdown of what a CTR is and how you can maximize its use:

What is a click-through rate?

A CTR is the number of clicks that a pay-per-click (PPC) advertisement gets for every number of impressions (views). In essence, it tells you how many times your advertisement is viewed before someone clicks on it.

Why do click-through rates matter?

A higher CTR ultimately leads to lower costs for advertising. Google and other search engine platforms commonly offer lower prices for ads that offer a higher relevance to search engine users. Google, for example, determines the cost based on your Quality Score. The higher your quality score, the less you have to pay for a PPC advertisement.

How do click-through rates work?

What makes a CTR “good” really depends on your industry and the ad’s position, but overall, Google AdWords has an average CTR of 1.91% for search network and 0.35% for display network. With this in mind, your CTR should be as high as possible while still maintaining relevance.

How can I increase my click-through rate?

  • Use targeted keywords. If a keyword isn’t relevant to your business, it could end up costing more money than it’s worth because your ad is leading to click-throughs but not conversions.
  • Use visual content. Images and video boost engagement. In fact, research shows that using the word “video” in an email subject line boosts click-through rates by 65%.
  • Offer freebies. Consumers love free stuff, so promoting an offer like a significant discount off the price of a product is likely to increase CTR.

Click-through rates are used as a Key Performance Indicator (KPI), used to evaluate performance against the market competition. It allows for an apples-to-apples comparison. Numbers can be tricky sometimes. To understand those numbers, it’s important to see your company’s marketplace performance from another angle.