is part of creating a mobile application. And the creator who does not think about the reputation of the brainchild even before the appearance of users on devices is bad.
Reputation management is a part of ASO marketing and influence very much on hole promotion of application and brand of your company.
What to manage? First of all, by ratings and comments in application stores.
Ratings and comments
Ratings and comments on the mobile app in the app stores are visible. Users decide to install the application based on the opinions of other users. These factors affect the conversion from page views of the application to the installation.
Ratings and comments affect the mood of investors and developers. No one will like it when they evaluate work at three points.
Ratings affect the position of the application in the TOPs. Although this is not the main criterion for ranking, it directly and indirectly (through conversion to downloads) affects the position in the TOPs.
1. You can respond to user reviews. About how important this will be discussed later;
2. Rating and reviews are shown for all versions of the application;
3. New ratings and reviews appear with a delay of a couple of hours;
4. Users see the number of application installations.
This factor affects the conversion from views to installations;
5. The application is tested automatically and reaches users in a couple of hours after sending a new version of Google Play;
6. Google uses the G+ button to promote applications. This metric is involved in ranking in search results and in TOPs;
7. Google Play indexes the description and name of the application for searching by keywords;
8. Allows you to add a link to a promotional video on YouTube.
1. You cannot respond to user reviews;
2. By default, ratings and reviews are only visible in the current version. This is logical. If there were problems in the previous version of the application, but they were resolved in the new version, then why should users read comments about already existing problems?
One trick is connected with this - if you received a lot of negative reviews on the current version of the application, you can release a new version to hide old reviews;
3. New ratings and reviews appear with a delay of a day;
4. Users do not see the number of installations;
5. Applications are tested manually by Apple employees. Before the application reaches users, it will take from several days to several weeks;
6. The app store uses Facebook likes to promote on social networks. This metric affects the ranking of the application in the search results and in the TOPs;
7. The app store can only search by keywords that need to be filled when placing the application. The field length for keywords is limited to one hundred characters;
8. Allows you to add a video clip of the application, but severely limits this video in format, length and content.
1. You can respond to user reviews;
Rating and reviews are shown for all versions of the application;
2. Download statistics, reviews, ratings are updated every 2-3 days;
3. Users do not see the number of installations;
4. The application is tested automatically and reaches users within 12 hours after the release of the new version;
5. Microsoft Store can search by application name and keywords (7 words with 30 characters each).
Responses to user comments
At the time of writing, comments could be answered on Google Play and the Microsoft Store. It is important to respond to user comments, as this is a great feedback channel and it is always in sight. Users read and evaluate the answers of the developers.
1. Comments are left by people who are attuned to you either extremely negatively or extremely positively.
2. Negative comments are written by unbalanced people or people whom the application failed at an important point.
3. Positive comments are written by people for whom the application caused a wow effect.
4. People who are okay do not write comments.
As a result, the average rating of a popular application is gradually slipping to 3.
What to do?
1. Solve the user's problem and write about it in the comment;
2. Remain emotionally neutral even if the user is aggressive;
3. Prevent or filter out negative reviews at the application level. We will talk about this later.
If everything is done correctly, then two outcomes are possible.
1. Initially, an aggressive-minded user, having seen your help, and perhaps you are the only one who has not turned his back on him, will become the defender of the brand;
The user will continue aggressive behavior, despite your efforts. Then, in the eyes of other users, it will not look adequate, and other users will not take its opinion into account when deciding whether or not to install the application.
Leave comments yourself and make colleagues do it
Project participants should be interested in the success of the project. And they should not be limited to fulfilling their formal duties. In this context, this means that all participants in the project to create a mobile application should be its users as much as possible. There is nobody worse than a project participant who does not use the results of his own labor.
Everyone should give a rating and leave a comment, and even better - ask friends and relatives about it.
Catch users in problem areas of the application and send to support
Remember: loyal - to the application store, problematic - to the support service. Design your application in such a way as to catch users in problem areas and send them to the support service. In our practice, developing a search, we added a button - "Did not find what you were looking for?", Which was shown on the screen if the search did not return results.
When I clicked such a button, an automatic request flew to the support service with a request to add the desired content, and the user saw a message with gratitude and a promise that we would do everything. Prior to implementing this feature, users wrote inquiries to the app store, accompanied by poor ratings.
Please rate the application
If you simply add an alert asking you to rate the application, the rating of the application will deteriorate. You do not know how the user is configured in relation to you to whom you are displaying an alert, and even alerts are enrageous.
Ask to rate the application when you are sure that the user is loyal to you. For example, if you see that he has been using the application for a long time and often.
Add the ability to rate the app to the About app screen.
Separate negative and positive reviews. Make two buttons - "Like" and "Enrages" buttons. If the user clicks "Enrages", ask to describe what infuriates, and send this information to the support team, thank the user for help in developing the application. If the user clicks "Like", send to the application store, let others see a positive opinion.
Create brand advocates
A negative user who has received unexpected help in a larger volume than expected can become a defender of the brand. How important it is to have brand advocates in marketing books.
Evaluate the KPI app for manager, developers, QA, helpdesk, and marketers
The material remuneration of the creators of a mobile application should depend on the assessment and other indicators of this application.
Amended score is an important indicator. If the user changed the rating, it means that you did something well or, on the contrary, disappointed the user. In other words, a modified rating is not a relation to a product, but a relation to your interaction with a user.
When developing KPI, refer to the original source - Norton and Kaplan.
1. Improvement comes through learning and development;
2. KPIs affecting employee remuneration should depend on them;
3. Failure to comply with KPI should not lead to fines. By penalizing employees, you run the risk of continuing to work in a society of pachyderm degenerates.
I will not touch on the moral side of the problem, but I will cite the facts known to me:
1. Reviews and installations are cheap;
2. Reviews and installations are bought through job exchanges;
3. Application stores can identify and delete purchased reviews, but not all;
4. Competitors can buy you negative reviews.
1. He who does not manage a reputation does not have a reputation;
Satisfied users are silent;
2. An angry user can become a brand advocate;
3. App rating is an assessment of you and your team.