AppTentive: Guide On App Marketing, App Store Ratings And The Future Of App Publishing
Recently, AppTentive published a new guide: The Mobile Marketers Guide To App Store Ratings And Reviews. I had the honor of writing a guest column for them, and would like to give you a brief summary of the points presented in the guide.
Ratings And Reviews Are Biased
The biggest determining factor of a high ranking in the App Store is based on the reviews and ratings of a particular app. This XKCD comic points out an inconvenient result of averaging out ratings: they’re inevitably biased. An app’s rating can be highly influenced by “haters” because an app publisher doesn’t have proper customer service (but does have a great app).
In the guide, several reasons for this bias are given:
- Negativity. People are 33% more likely to leave a rating when they’ve had a bad experience with the app, than for a positive one.
- Prompts. An app can ask for a rating any time. What the guide shows, is that there’s a way to ask for a review and a way to intelligently ask for a review.
- Self Selection. Self Selection simply means that those reviewers rating your app aren’t representing the majority of your customers in a good way. They’re usually skewed to an absolute, either raving reviews or death-by-review.
It’s All About Customer Care
According to the guide, all feedback is an indication of care from your customers. You should act accordingly, by supporting a customer when he or she needs it. Negative reviews and feedback is inevitable, but it can be channeled in such a way that it doesn’t hurt app reviews and an apps overal rating.
In-App Messaging Centers are one option, where you give a user the ability to contact you within the app. You can respond right back to them, answering to the issue in the right context.
In-App Deeplinking And App Store Optimization
With over 300 new apps launching every day, it’s getting a bit crowded in the app stores. By the end of 2015, Google Play and the iOS App Store will together contain more than 3 million apps, all begging for the attention and time of smartphone users. How do app publishers keep their users engaged in this rapidly expanding market?
App Store Optimization, the highly competitive practice of trying to rank apps higher in the App Store lists is one way to gather more attention for your apps. Another tactic is app deeplinking: creating contextual links from the web to your apps. It’ll allow users, or fans, to share native content from within the app with a new potential customer.
Conclusion: Good Stuff
AppTentives guide is full of good stuff for the app developer, marketer and publisher. It’s been a great experience to contribute to the guide, and I hope many aspiring and seasoned publishers benefit from the awesome insights gained from the guide.
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