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Valentin Sauts designs user interfaces for over 12 years. He’s an experienced art director and a design guru TaxiStartup is extremely happy to have in-house. Years of experience haven’t made his heart tough though, and he’s still eager to share some no-bullshit insights on how to design a good website.
Learn and enjoy.
To begin with, there’s too much of everything nowadays. Posts on social media, news, fake news, pictures, videos, products, thoughts… We can get anything we want. Nothing sticks, nothing lasts, nobody seems to remember what was hype a year ago. The result is simple: to be memorable, you have to catch the eye.
Because of this need to be eye-catching, contemporary design is often aggressive, very bold, wild. The main purpose of being bold is being different, grasping attention. Because, well, if your audience won’t be able to tell the difference between you and all the other companies, your business is virtually dead.
At Stanford University, they’ve recently found out that about 50% of all people shape their opinion about the services based on how the website looks. When users don’t like the design, they are much more inclined to perceive all the information as unreliable.
This is why thorough client research is crucial for designing a good website. To know what kind of design you should create, you need to know what’s appealing to your target audience. A simple example: if you target young people, don’t hesitate to splash bright colors generously all over the website. Even without particularly liking the realization, people remember bright things.
In terms of design, the company logo is the most important thing, ever. The logo is something you use on the website repeatedly, and many app owners initially create a logo with their eyes fixed on this aim. Somehow, they fail to foresee that a logo is used for branding on all sorts of things: vehicles, leaflets, T-shirts… This is why there are so many unreadable, messy logos out there.
The fact is, a logo is something people should recognize you by. Most humans have bad eyes and very little attention to perceive all the great details you put in your logo. What’s even worse, people cannot remember something they did not recognize.
Conclusion? Design a logo for your company (and your website, respectively) to be as simple as possible. Cut out all the coat-of-arms-like nonsense, don’t even start playing with an idea of giving it some additional or hidden meaning.
Here are some general recommendations to make a well-perceptible logo.
The layout is basically the way your webpage looks, the way you place the information on it, how the things are arranged. There are several rules for creating a perfect layout for your app’s website.
First of all, never be afraid to be bold and noticeable. In fact, it’s better to set a trend than to follow one. Experiment with your layout, fight for attention — and you will win.
Another rule is understanding why people actually visit the website. After you’ve won the user’s attention, you have to retain it. The only way to keep users engaged is to give them exactly the information they’re looking for. Are they looking for a link to download the app? Put it in a prominent place!
The next point is that everything should be as easy as possible. People don’t like spending time reading huge promotional texts and watching long ads. Be straightforward and up-to-the-point. Make the website layout and the navigation clear. Is there a need to say the information should be structured? Just don’t talk about everything at the same time. In the world flooded with information, people are thankful for that.
“Less is more” is actually the best rule for creating a good website design. Less text, fewer pages, shorter pages length should be the priorities.
Probably the last advice — and the most important at the same time! — is that mobile website design should go first when you’re planning a layout. This approach is called “mobile first”. If you start with a desktop version, you have a feeling there’s a space to fit all the information in. On mobile, you don’t have this space. Scaling from mobile to desktop is therefore easy and painless while working another way around is labor-intensive and often more expensive. So why invest more if you can invest less?
The drama of my life as a designer is that people don’t realize how important the fonts are. How a font can influence our perception. Every font has its own temper, and you need the one matching your brand appearance. Know “Harry Potter”? A good font is like a magic wand: it chooses you and makes you stronger.
So choose a good font. The right font is literally a half of the work one needs to do for a good website for a mobile app. It’s simply about creating a joyful experience for the people reading your texts.
Do not use more than two fonts on the website. Ideally, stick to just one. Select two or three text styles for headings, one for buttons, one for the basic text — this is right enough to make the webpage look good. Want to highlight something? Be careful: don’t highlight too many things at a time. Leave the text some space to breathe.
Whatever font you use, avoid long lines. The optimal length is between 5 and 7 words, like in newspapers and magazines. The optimal font size is 16 pt.
The top-priority of making a website for an app is monetizing the app, right? Getting more downloads, attracting new clients, re-engaging the existing customer base. In other words, the design should work hard for your business.
This is why choosing the right content is essential for good design. First of all, figure out what kind of images can show the spirit of your product, photos or illustrations. If you go for photos, skip out on stock images, even if “real pictures” have poorer quality. Real shots are always more attractive to people — because humans basically love seeing other humans
Call-to-action buttons are a vital element of website design. They should be placed on the main page, in the middle of the site, at the end. Yet take care to not overdo it. It works the same way as in the real life: while networking, you tell people how cool you are and then give them a possibility to contact you — but you don’t force them to write down your cell number, huh?
Wanna know one universal rule on picking good website content? When in doubt if it’s interesting, don’t share it. Works perfectly for every element.
Good luck with being the brightest out there!
One simple everyday thing becoming a huge challenge due to traffic, mobility issues, and the whole rollercoaster of big-city life. Do you recognize it? Probably everyone who’ve ever faced such things was confronted with a question “How come there’s still no Uber for this?”
Willing to have “an Uber” for everything, from transportation to laundry services, is the driving power of the on-demand economy. On-demand is still increasingly popular — because people are really eager to get rid of routine concerns making their lives a quest.
Then again, there’s this notion of making the world perfectly and equally accessible for everyone. On-demand tech seems to be the ultimate way to achieve this goal.
But how to come up with a great on-demand business idea? How to make a cool idea a great business? How to survive in the competitive market?
On-demand is a technology helping to get rid of a middleman. Not because managers are useless — just because their services cost time and money. On-demand technologies are time- and money-saving. And here the cool stuff begins: almost anything, from an ambulance to any peer-to-peer service, can function as an on-demand app. Yet this is also where troubles begin…
Have a look at the chart below. You can see the most successful on-demand companies work with really common services, the ones not requiring too much proficiency. Like instant mobility (Uber, Lyft) or goods delivery (Deliveroo, Postmates).
Why is that?
The true meaning of on-demand is being able to get any service right at the moment you need it. What kind of services do people order spontaneously? In fact, there are rather few of those. Think of taxi, emergency roadside assistance, deliveries. An interesting fact: when we need instant services, we do not need very high-level qualified professionals. We just need somebody to give us a lift following GPS navigation advise.
Here’s how it works.
Why is that important? Because the more complicated a task is, the more proficiency a contractor will need to show. The longer the work session becomes. Think of babysitting, therapy, coaching. And these require a whole load of complicated logistics — which should be possible on an on-demand platform if it’s the business idea you have. The “done-just-like-that” approach gets out of the picture.
Accordingly, here’s the rule of thumb when it comes to finding a perfect on-demand startup idea:
Here are some ideas for on-demand transportation businesses. They are all perfectly possible with TaxiStartup platform. The cool thing about it is that they comply with the rule of thumb we discussed above. This means, finding employees will be rather simple, and a lot of people would be happy to use such services.
One more tip for you to develop a really great business idea. Make sure the idea solves the problems real people have. Here’s the truth about business: you don’t create it for yourself, you create it for the customers who need it. Do your research — this is the only way to come up with a stunning solution and conquer the market.
There are some insights we’ve gained from working with our international and diverse clients over all these years.
Just as we’ve once seen in the dot-coms era, only the strongest can survive in a saturated market. So here are the main reasons beautiful on-demand startup ideas end up bankrupting — and the ways to address them.
Technically, there’s often no reason for customers to prefer a taxi app X to a taxi app Y. People just look for better deals and betray businesses quite easily. Unless there’s more to a company than merely attractive fares.
What clever companies do is creating a sustainable brand identity. They nourish awareness and are constantly busy raising brand loyalty. Creating an appealing brand that stands for something meaningful is often the most straightforward way to make sure clients and employees will stay with you.
The main idea of on-demand apps is giving people what they need at the very moment they need it. Now, if consumers only need your services once a year, how will your business develop?
This is why a “Christmas tree delivery” on-demand app is a poor idea. (Well, except for as a one-time promotion maybe.) The more often people need your services, the more predictable your revenue flow will be. Good advice: avoid getting involved with episodic and unstable customer behavior.
Very often, startupers do not even bother with basic customer research. Relying on your deep feeling in what the market needs can be successful when you’re at Jeff Bezos level. Ever before, there are good old market research and business model shaping.
Figuring out objective aims and measurable goals is yet another struggle. Concentrate on providing services that result in a real, objective outcome — this is a simple way to measure how well the things are going for you, the customers, and the employees. Measurable, practical outcomes will also help your further business planning.
As you see, coming up with a great on-demand startup idea is not exactly rocket science. Choosing a reliable technical solution able to sustain logistics around an on-demand is already half of the work. Creating a consistent brand and attracting loyal customers and employees brings you even closer to becoming a great business. Working with a well-grounded business model and developing measurable and objective development goals is the last step to picking a good on-demand startup idea. You’re all set now!
Here’s how to manage your seasonal activities, why it is important and how to get started with it.
Holidays being the busiest period of the year is a perfect time to reach your audience with the custom-made content. People are spending an increasing amount of time on mobile browsing for gifts, researching products, or buying last minute deals. There’s no better time for your audience to engage with your brand or try your product. All in all, holidays are a perfect time to remind the users about yourself to retain the existing audience.
The template we’ll talk about today is usable for any of your marketing activities, any holidays or occasion of your choice. Ready?
Define what you want to reach with this holiday promotion. Think business and the stage of your development.
Are people aware of your mobility app at all? Are they at the point of considering it to be the best product among others? If you already operate you want to drive more conversion like installs and therefore get more successful rides. Focus on the numbers increase you want reach.
Here are some examples of the goals you can set:
Wise people say: “You can’t manage what you can’t measure”.
Have your measurement plan ready beforehand to track your ads progress and change what works and what doesn’t on the go.
We provide a range of tools required for tracking your holidays (and not just these) campaigns.
Facebook SDK is integrated into every TaxiStartup/now Onde powered branded solution. You can request access to it from our support team. And the rest are custom requested analytics tools that are also integrated.
Facebook Analytics collects all data on how people are using your app in one dashboard.
App users do not have to sign in via Facebook or even to have a Facebook account at all! Facebook SDK provides you with insights on app users demographic characteristics, devices they use, the pages they like. It is a great source of ideas on partnering with other companies your target audience is already engaged with. And guess what? The holiday season is the perfect time to start!
Here’s the list of all post-install events tracked by Facebook SDK. “Post-install” means you can see how people attributed to a certain ads campaign behave after they’ve installed your app.
Keep track of the following events:
Firebase Analytics tracks your app usage and also paid acquisition channels. If you want to use Universal app campaigns powered by Google for your iOS apps, Firebase is the only way to track installs for each campaign.
Advanced analytics that will include all the post-install events tracked by Facebook mentioned in the previous slide!
Spreading your budget across different acquisition channels is highly recommended — this is a fact. If you do so and want to track all the campaigns in one place, AppsFlyer is your best friend. And we have it integrated!
Also for those using Snapchat as an acquisition channel and want to track conversions, AppsFlyer is a must.
These tools give you a great power to measure, target and optimize campaigns based on the real data from your app.
Tip: All the events that mean the most to your business are already integrated so you can start advertising and optimizing. Cool, huh?
Setting up your targeting is simply essential.
To understand your audiences, dive deeper into the demographics, location, interests and purchase patterns of your current and potential customers. The above mentioned Facebook analytics is a perfect tool for it.
Advertising tools like Facebook and Snapchat allow setting up Custom Audiences based on different matching.
Custom Audience is the way to address exactly the people who already know your business. Which is extremely profitable: these people are the most likely to take the targeted actions.
Lookalike Audiences are lists of people advertising platforms make after analysing who the existing users of your app are. The interests, behavior and demographic characteristics of a Lookalike Audience are resembling to those of your active users. Accordingly, these people are very likely to join the brand community.
Arranging a whole system of mobile user acquisition activities and splitting the budget among them is what you need for an impressive result.
We recommend using trustworthy traffic sources like
You can read about setting up campaigns with each of them in our blog.
Google Universal App campaigns (UAC) is based on machine learning algorithms. It means that they automatically advertise the app to the right users at the most relevant moments. Uber is using UACs extremely successfully in many locations.
Facebook and Instagram (you use the same Facebook ads manager) provide extremely precise targeting possibilities having demographic categories such as even “People who like soup and are likely to buy a Tesla car in the next few months”.
Snapchat is a live-video-streaming channel, especially popular among young folks looking for real, trustworthy content. The Snapchat’s specific format — short videos only available for watching for a rather short time span — engages enormous audiences all over the world. If you want to target a marketing campaign for young people and drive app installs specifically from them, Snapchat is the perfect fit.
The main rule is simple: look natural on the channel chosen. When in Rome, do as the Romans do.
*Image source: Snapchat. Ultimate Guide to Preparing Your App Store Page for Holidays
Try testing out different formats and approaches: you basically never know what works best. Backing on your audience profile, use video on Snapchat, make 5-7 seconds pre-roll video ads on Youtube, try creating appealing stories. After you define audience and channels, choosing the formats needed will get easier — promise.
You see, people don’t go to Facebook or Snapchat to look up the services they need. So there’s totally no use in advertising as if they were waiting to bump into your message.
Get contextual. Work with the contexts people know: create something resonating with their beliefs and aspirations. Be fun. It’s Holidays after all!
Play around with your users’ context. Holiday spirit is all around — you can become a part of it and add up to inspiring certain emotions. Remember not everybody is even happy with the holidays: some people feel stresses or lonely. You can try to create content to fit this mood. And make them smile.
Here’s the most contradictory design trick: icon and screenshots update.
*Image source: SplitMetrics
You can launch decorated creatives — but if you do so, you link your app with the topic. Make sure you have a special offer for it.
My suggestions is: create a new service type discounted for the holidays or just rename an existing one.
You need to test different approaches. Say, when everyone else is decorating their creatives with mistletoe and talks about the beauty of Christmas, you can joke around the topic, mock it and use creative that gets you to stand out in the crowd.
Brainstorm and be different. Humour and dare can be the best choice.
So, here a list of all decisions you need to make before starting a campaign.
Seems like a lot of work? Well, no sweet without sweat.
There’s also good news: you don’t have to do it alone!
We can run campaigns for you, and here’s an early-bird offer. We can make creative custom designs for your ads on Snapchat specifically in partnership with the Snapchat team. They share the insights and what really works with their audience to make your campaigns as successful as possible.
You can request your holiday campaign now from your Account manager :)
Just the way this cat is emerging, TaxiStartup new system features are emerging with MIRAGE, the new release.
MIRAGE brings you more possibilities to analyze data and several new magic ingredients added to Passenger and Driver applications.
Long story short, we’ve changed some things and now there’s no need to specify your country when adding credit cards in Driver application anymore. It’s not paramount, but handy for your employees.
In the Passenger app, there is no need to specify your country when adding credit cards, either.
But that’s not it. There’s also a new flow of leaving tips to drivers in the app: it’s now easier and the whole process is much clearer. Passengers can set the “Default tip” and change it over time.
In this release, we’ve added AppsFlyer integration for Passenger app analytics. What is it and how does it work?
AppsFlyer is a service allowing to attribute where the users came from to your app. In fact, AppsFlyer solution is a really cutting-edge one. They basically create a unique “digital fingerprint” of every user tapping or clicking on your ads — and follow the user to the app stores to see what they are doing motivated by the ad. We’ve integrated the AppsFlyer analytics for your apps. Every app event is being tracked and attributed to clicking on a particular ad.
This is the ultimate — well, the only! — way to see which ads really work for your app, and how they work. It’s even more effective than Facebook SDK because Facebook only tracks the ads placed on Facebook platforms, while AppsFlyer tracks literally any ad on the web!
AppsFlyer is partners with a great many of paid user acquisition platforms — this makes tracking ads efficiency really productive.
You can enjoy AppsFlyer analytics only if you have paid acquisition campaigns powered by Taxistartup going on. This is the only way to make it work for your Passenger apps. Because AppsFlyer is a third-party resource, special fee applies for this service: $0.05 per paid app install (the fee doesn’t apply for organic installs though).
Good news for the companies in the South Africa. We’ve extended the payment gateways in your country. Now you can process credit and debit card payments via the Whoosh payment gateway. We know many of you have been waiting for it — so enjoy the reliability of Whoosh!
At Taxistartup, we’re proud to make everything possible: literally every on-demand service you can imagine can be realized on our platform. With Mirage release, we’re happy to announce new service types available:
Now our system supports Lithuanian and Finnish languages!
Go for it!
You definitely know there’s a lot of information stored in your Company panel. All the valuable business data about how clients interact with your services, how the dispatchers and drivers do their jobs, the orders and the payments done within the system.
Below, you can see the whole process of getting to the reports tab and downloading some reports to your computer to Google Disk. We advise to download the reports to Google Disk though, because it gives you an easy way to filter and analyse all this data.
After loading your reports to Google Disk, enjoy editing and filtering them in any way you need to analyse company business performance. On the sample below, you see how this can be done.
In fact, the information stored in Reports is a unique source of growth insights for your business: you can manage the clients flow, drivers and operators workloads and efficiency, use data for marketing activities and promotions, etc. Let’s see how you can use every specific report type.
Here you can find a detailed list of data gathered in Clients reports of your company. Long story short, Clients reports provide you with:
Being a massive database of passengers information, Clients reports contain everything you need to make the communication with clients more efficient.
The most obvious thing is targeting your marketing activities. Having passenger contact details is necessary for launching referral and engagement campaigns. For instance, one can pick out the passengers who’ve completed a certain number of trips to provide them with a special discount or promotional action — via email or SMS.
Clients reports are also a perfect source of information if you want to compare clients activity over several reporting periods. This can give you more insights into the busiest periods of company work, a potential number of drivers needed, and revenue flows.
Analysing the numbers of cancelled orders and cancellation reasons can help you adjust cancellation fees on one hand, and tackle problems with the clients who abuse the system in any way on the other hand.
You can check out the full list here.
Drivers reports are there for you to keep an eye on the drivers’ productivity and strategize fleet management.
First of all, it’s a perfect source of information for solving any complaints or concerns. You can always compare what a customer says with what the system actually registers. With Drivers reports, you’ve always got a clear picture of every driver’s performance.
The data on the number of offers accepted, rejected, ignored, cancelled, and the transaction fees totals can be used to make decisions on the further fleet policy. For instance, you can suspend drivers who reject or ignore orders, give bonuses to the hardworking drivers (via giving manual balance top-ups or providing subscription privileges).
(The full list of data types plus detailed description can be found here.)
Yeah, it’s a lot. To avoid pain, let’s see how to use this, exactly.
Okay, this type of reports is only useful for companies that work with a dispatch panel. But hold your horses scrolling to the next paragraph: it’s also a source of precious information for those who work with Partner access — and you know how profitable this feature is, right?
Of course, the main reason to download Operators reports is seeing how exactly productive the dispatchers are. You can also check up the reasons in case their productivity is not really stunning: maybe they simply cannot perform better because there are not enough vehicles?
The same works for Partner access operators: you can see which partnerships turn out the best, and adjust your partnership offers and policy accordingly.
The first and the most obvious charming thing about Payment reports is that you can see how do people prefer to pay — and shape your pricing policy accordingly.
Another thing is that in case you accept credit cards, Payment reports are a goldmine of data needed if any problems occur with banks or payment gateways. You see, each payment is attributed to an order (that’s why a Reference ID is an Order ID). Any payment process can be tracked using this Reference ID. This is extremely useful in cases when something goes wrong with a payment and nobody has a clue why. Isn’t that great?
As you can see, Company reports is a perfect solution for gathering all kinds of precious data on your business performance. You can use the reports to get a plenty of valuable insights needed for planning and managing business goals.
There are 5 types of reports you can request for any period of current interest:
Facebook attracts more than 2 billion users per month. It is huge and still growing, it owns Instagram, people all over the world use it 8 times per day on the average… There’s more: Facebook stores a lot of information its users willingly share with the platform. And there’s even more than that: Facebook gives businesses a unique advertising tool, an extremely fine one.
Yes, it’s Facebook Ads. In fact, every entrepreneur has heard of it, and many are willing to invest in it since Facebook Ads are associated high ROI. Surprisingly enough, a lot of Facebook Ads investments go in vain — because using this tool can be tricky.
In this guide, you will learn to set and adjust Facebook Ad campaigns to maximize their effectiveness.
The very moment you submit your mobile apps to App Store and Google Play, we at Onde link them to Facebook analytics via “Facebook for developers”. This setting makes sure you can access Ads Manager and launch Facebook Ad campaigns for your app.
In fact, this is also the groundwork for analyzing the efficiency of your Facebook ad campaigns. Thanks to it, you can track link clicks, app installs and a plenty of other significant app events.
First, let’s see how Facebook Ads function in general.
Thanks to all the data people voluntarily share with the platform, Facebook is able to aggregate and analyze huge amounts of information about what people like/purchase and, consequently, are likely to like/purchase.
This is the wonder of Facebook precise targeting: basically, the platform provides marketers with extremely fine-defined social categories, including even “People who like soup and are likely to buy a Tesla car in the next few months”.
This is a goldmine of audiences to show your app to, segmented and all.
Another great thing about Facebook Ads: they do not interrupt the normal flow of user interaction with the platform. People can check it out, just keep scrolling, and even get back to it later again.
While setting an ad, you can choose among the placement options:
This is how Facebook Ads look in the three most common formats.
Audience network ads are placed inside the apps or on websites Facebook owns. Instagram ads are fitted naturally into the Instagram feed.
Ads Manager is the dashboard you get right at the moment of creating a business account on Facebook.
Let’s explore it.
A campaign is a very general advertising tool. Making a new campaign means, first of all, setting a goal for it. You see, people do not visit Facebook to look up services they need. So don’t advertise as if they were waiting to bump into your message.
Advertise the way it feels natural: set the appropriate goals depending on the stage of business development.
Before the app launch, choose for
Further on just stick to maximizing the effectiveness by launching campaign to
This is called advertising funnel: a series of promotions with the goals that elaborate each other. The first one will get people knowing your brand, the second one will make them ready to use the service, and the third will make them be your loyal customers. How cool is that?
Set up the ad basic information, such as currency, time zone, and your location.
Now it’s time to target! There is plenty of options to choose from:
Depending on your data input, Facebook will show you the estimated campaign results. You can save created target audiences to address these exact people with other campaigns.
The most complicated part is now done: you’ve set the goals and told Facebook Ads Manager everything known about the target audience. It’s time to figure out a reasonable budget for this campaign.
The cool thing about Facebook Ads is that it’s a very cost-effective tool. The cost-per-action is normally rather low, and there’s automated budget optimizing. For an absolute beginner, the best way to start evolving with Facebook Ads financially is to trust the automated budget optimization and see where it leads you.
However, the cost-effectiveness of any given Facebook ad campaign will depend on three main factors:
Within a couple of days already, you will be able to see how good an ad campaign is and if the budget is spent efficiently.
While monitoring the spendings and the campaign progress at the stage of increasing conversions, pay attention to Cost-per-action rather than to Cost-per-click. The difference is that Cost-per-Action shows the price you pay for every new active client, while Cost-per-click only demonstrates what an “aware”, potential client costs in course of the campaign.
After setting the budget, adjust the delivery Schedule — how much you will spend on this campaign and how long the campaign will last.
Now the ad is set and it’s time to move to the next level: creating an ad itself.
Here’s where it gets really hot. It’s time to make some stunning creatives: format, copy, visuals, call-to-action.
For each ad set, you can create multiple creatives and test them to find out what works best for the audience.
Unfortunately, there’s no one-size-fits-all solution for creating a perfect, effective Facebook ad. The specifics will always depend on your brand personality, the customer’s profile, the competitors positioning and more. Yet there are several rules that can help you out.
A good Facebook ad should be:
Normally, within a few days after the campaign launch you will already harvest the first results and see what works well and what needs change.
You already know about the glorious opportunity to run multiple campaigns, and various creative sets within one campaign, too. Facebook will highlight the most effective ones. You can also look up specific key performance indicators in the Ads Manager dashboard.
The dashboard is customizable: you can hide and add the metrics that matter most at every point of your business development.
For the sake of your budget, deactivate the campaigns that don’t work as soon as you know their delivery is poor.
After learning the basics about Facebook Ads, you can move on to creating Audiences to advertise to.
In the Facebook Ads Manager, go to the Audiences tab.
In this tab, you actually find a pretty detailed instructions on setting Custom, Lookalike or Saved Audiences.
Saved Audiences are there to reuse targeting options that are still actual for the company, over and over again. In the Saved Audiences tab, you can set the characteristics of the people you need to learn about your app and come back to this group every time needed.
But now, let’s get to the more exciting options.
Creating a Custom Audience is the ultimate way to address exactly the people who already know your business. Which is good, because they are the most likely to take the targeted actions.
There’s a drastic difference between showing your ads on Facebook to an “unaware” audience and to a Custom Audience. The prices are much lower if you show it to the Custom Audience, and you get a way more clicks with it.
People who can be included in a Custom Audience are the people who are already aware of your business because they have interacted with it via Facebook, your booking apps or any other platform.
As you see, there are different ways to create it, each one of them suits certain business goals. You can create Custom Audiences from the people who perform certain actions within the apps (say, have downloaded it but have not yet ordered a ride).
Creating a Custom Audience based on your website data is a good thing, too — since a website is a must-have anyway. Mind this: to create a Custom Audience based on your website traffic, you’ll need to plug in a Facebook pixel — a tool that tells Facebook about the actions people take on the website. Stay cool, it’s easy to create, just follow the native guidelines.
The next step is creating a Lookalike Audience. Lookalikes are basically lists of people Facebook generates knowing who the company’s existing clients are. Those people are very likely to become the new loyal customers of the app.
The main reason to create Lookalike Audiences is that it gives you an opportunity to show the ad to bigger groups of people without showing the same ad to the same people a hundred times a day. Plus, Lookalikes allow targeting people who are really potentially interested in your services — and this is always a better choice than just “spraying and praying”.
Yet another cool thing about Custom and Lookalikes is that setting these audiences helps you to discover more about your clients. To do so, run some tests with different Custom and Lookalike Audiences check up Facebook Audience Insights to discover the main demographic characteristics of the customers. In fact, being able to target even better is a bonus from being able to target with Facebook precision.
There is absolutely no reason to leave Facebook Ads aside while promoting your app. Facebook allows flawless targeting people who need to know about your services at every stage, from app launch to expanding to new cities or countries.
Facebook Ads Manager dashboard is rather automated and provides enough detailed instructions on Ads creating. It also provides analytical tools for keeping track of the effectiveness of every Ad campaign created.
To maximize the positive effect of Facebook Ads on your marketing strategy, try setting Custom and Lookalike Audiences. These two tools give you an opportunity to advertise directly to the users potentially interested in your app without annoying them with a too-frequent showing the ad. Advertise and prosper.
Beginning a business with a white label app solution, app owners often do not think of app submission to the stores as of a separate piece of work to plan. Not really clever: submitting your app to the stores with search-optimized primary listings can make your app visibility great already at the point of the launch.
In fact, at OnDe we do the biggest piece of work on app publish for our clients. If you are our client – you don’t have to worry about creating dev accounts for Google Play and App Store. Just sign-up and enjoy.
If you are not our client – you will only have to take care of creating developer accounts on App Store and Google Play and the contents for app’s primary listings. In this article you’ll learn how to do this.
First, let’s create developer accounts, for both App Store and Google Play. You’ll need them to store and distribute your app. Here’s the guide to creating a developer account on Google Play.
It’s strongly recommended to create a separate developer account — we will need a full access to it and don’t want to make you uncomfortable sharing a password to your personal mailbox.
We need logins and passwords for the both accounts in order to submit your app and keep it always updated. Please, send it to us before proceeding to the next steps. Also, please, do not ever change your logins and passwords for these accounts — otherwise we won’t be able to access it anymore, and that’s not productive at all.
Good, time to fill in your app listings. What are those?
The first clever thing to do before filling in the listings is to study App Store listing guidelines and Google Play guidelines really well. Both stores make pretty clear what’s okay while submitting your app and what’s not. Both stores also provide information on how to optimize app data to their search engines.
Filling in the listings should be based on an app store optimization strategy. Metadata (such as app name, keywords set, etc.) influence apps visibility and, subsequently, it’s conversion rate. Optimizing it already before submitting apps to the stores is strongly recommended.
You’ve got the “White label checklist” from your account manager. Now it’s time to fill it in!
Take care: all the fields in the document are mandatory to fill in.
We start with your company logo and the app icon. Because you’re submitting a white label app, those are crucial: it’s the logo and the unique, recognizable app icons that help clients to recognize your brand among others. Note: Passenger app and Driver app icons should be different.
Here are some rules for the images:
App icons have to be in vector format as well (.ai, .eps, .pdf, .svg). The following options will do, too:
In case you add splash screens, take care they meet the following format criteria:
Images quality is a must, helping your apps to look good.
Don’t have a logo and app icons yet? You can submit it later, just mark “Don’t have it yet” in the checklist.
Now, let’s get to the screenshots. Those are extremely important: they give potential customers all the information about app’s functionality. Both Driver and Passenger apps need at least 5 screenshots each (you can add more than 5 though, the more the better ).
We include default screenshots in the standard branded app plan. However, if you choose for a plan including App Store optimization, you get a whole bunch of really great screenshots with it.
It’s important that the screenshots are explanatory enough. Don’t forget to choose default or mention your own screenshot headers. Headers should describe the particular feature of the app shown on a screenshot.
There are also additional mandatory tabs to fill in while submitting screenshots. Do not leave it blank — they make your screenshots personalized and help to attract users!
In the first column of the checklist you have, choose the default language of your apps. The second and the third columns are there for you to select additional languages if you need app descriptions in them as well.
Note: Providing description translations in the languages chosen is your own task, we cannot translate or localize app metadata for you.
Google Play supports more languages than App Store — this is why sometimes you won’t be able to find your language in the App Store list. If this language is not supported by Apple but is supported by Google, just type its name in the “Language” field and provide a translation. Description of your Android apps will this way be available in the language you need.
The first thing to do before declaring your app’s name is to check out if the name you have in your mind is unoccupied. You can search the web for it yourself, or we can do it for you to make sure the app’s name is unique.
Next, see if a website domain with such name is available, and if it’s possible to create a page with this name on Facebook, Twitter and any other social media platforms where the company should be present.
Some app owners prefer add key phrases to the app name on the stores. The only problem is, Apple doesn’t really approve of this practice. Check out our app optimization guides for App Store and Google Play to do this right.
People use keywords in app stores to find an app fitting their needs the most. Optimizing keywords set and saturating app metadata with the relevant key phrases helps people to find your app.
Use special tools (keywordtool.io, appkeywords.net, appkeywords.io) to find the most relevant keywords for your app. At the beginning stage, avoid using “too popular” words: until the app gets a high conversion rate, competing for popular words will only keep it down in the ranking. Start with unique keywords with a not-too-high volume.
While setting the chosen keywords, follow the rule “one keyword=one word” (e.g. “taxi,Bogota” instead of “Taxi in Bogota”). Separate keywords with commas, leave out the spaces (e.g. taxi,Bogota).
Take care: the visibility weight of different types of metadata differs, so make sure the most “weighty” metadata parts are keywords-saturated — especially for Google Play.
There are several links required by the app stores while submitting an app:
In case you don’t have Support and Marketing URLs yet, fill in your website URL again in these fields. You can catch up and provide this information later.
Additional listings section is optional to fill in. In this part of the checklist, you can leave the company’s email and a phone number. This information will become available on the app page on the stores as soon as the apps will be approved.
In the “Distribute in these countries” field, you can list countries where the apps should be available. We advise to leave this field untouched: who knows to which countries your business will expand in the next 10 years.
In the contact information chapter you can leave the company details in the passenger app and driver app so that clients and employees could reach out. An email, a phone number and social media account links you set here will be shown in the “Get in touch” tab of the app. Links to “Terms” and “Copyright” will be available in the “Legal” tab.
Once you fill everything in, check it once again. Do all the fields content the required information? Won’t you regret the app name? Is the metadata optimized enough for the launch? Yes? Then send it to us!
We’ll upload your app to your developer accounts on App Store and Google Play, and keep them updated all the time. You see? No sweat, and yet your apps come to stun the market.
App store ratings and reviews are an important factor when it comes to your app visibility and conversions. Of course, they provide users’ feedback and demonstrate how exactly loved the app is. At the same time, many app owners do not realize app reviews and ratings management is really vital.
In this guide, you will see how reviews and ratings can influence the well-being of the app and learn to manage them in order for the app to convert better.
The key idea we’d love to share today is that the number of app ratings and reviews actually have a great impact on the visibility and the conversion rate of the app. While keywords and visuals optimization is done to get your app visible in the app stores, app ratings and reviews allow visitors to make a decision: is this app good enough to download and use?
79% of all users check up the app ratings and reviews before downloading an app. This huge percentage is true for both Apple App Store and Google Play.
In the both stores, the ratings & reviews data is visible for users already in the search results. This is exactly what makes them an extremely valuable app store ranking factor, crucial for the conversion rate.
Apple lets visitors to rate by stars (5 to 1) and leave more elaborate text comments on their experience with an app. App preview page visitor only gets to see the most popular review, for the rest people need to swipe right.
Google Play has the color bars where green is 5-stars rating and red is 1-star rating. Google shows several most popular reviews on the preview page, and generates comprehensive data for “Review Highlights” so that potential user could understand what are the main things people found good or bad about the app.
Basically, the impact of app store reviews and ratings is so big that an app a 3-star rating converts 50% less than an app rated with 5 stars.
This means if your app has an average rating below 4 stars, all app store optimization efforts for whether organic or paid user acquisition are very much doomed to fail.
All things considered, for your ASO strategy to succeed, you need as many (positive) app store reviews and ratings as possible. The right moment to start collecting it is even before you really launch the app.
Yeah. Sounds more tricky than it is. To gather some basic feedback on the app needed, ask your team, friends and family, and of course the first customers to rate it and leave a review. This will provide the app with some good start.
After the first favorable reviews are in, it becomes a question of collecting more of them and tackling the less-favorable ones.
One popular way of motivating users rating an app is giving some reward for a 5-star rating or a good review. Despite strictly speaking it’s a gray practice (neither App Store nor Google Play encourages this), it helps to increase the number of ratings by about 40%.
Both App Store and Google Play have very specific rules about contests of any kinds, so check them out thoroughly before doing this. However, you can integrate a “good rating=reward” into social media marketing campaign or offline promotional materials of any kind. The simplest way is to address the clients via the emails they’ve submitted to the company while getting registered for the app — you can get these emails via Reports in the Company panel.
Another good way to ask for extra positive feedback is the social media and the website of the company. People who follow your brand on social media or use the website form the brand community. They are anyway more ready to provide feedback than the accidental visitors of the app preview page.
Provide your social media community with a handy way to quickly rate the app — the number of ratings will boost. You can create a Shared discount code to reward the users who are willing to rate your app — this can be done in Referral programs tab in the Company panel. Encourage people to share their experience with friends — and the effects will be even more impressive.
After you launch an app-review & rating collecting campaign, brace yourself. The amount of feedback will grow, both negative and positive. There are a couple of tips for managing the ratings in a meaningful way.
Even before you start gathering the feedback, make sure the customer support can cover the everyday challenges in user experience. Make contacting the support line as easy as possible so that all the complications of a temporary kind could be talked over immediately and would not get to the app store reviews and ratings.
Not only will this help you to avoid negative feedback left on the spur of the moment. It will also contribute to creating a good relationship with the customer community — for communities, just like gardens, love to be taken care of.
Let’s begin with the basics. Asking for feedback and not monitoring the results doesn’t make any sense whatsoever.
Feedback is a source of knowledge. It allows to understand if the business is developing the right way if the services meet customers expectations, and it also gives you tips (completely for free!) about what to do next to make the user experience better.
A paramount thing to understand is this: app reviews are very much like support emails or calls. People who’re happy with your services are sharing they’re happy, and those upset want their problems addressed. The question is: why ignore app ratings and reviews while you’d never ignore a call or email from a customer?
On Google Play and on App Store, owners and developers are able to answer the reviews. This is a good possibility to turn your lemons into lemonade. Look at the picture below.
People love to feel their opinion matters, even when they leave an angry and mean message. So here’s the right way to reply negative reviews: don’t to take it personally, treat it as an improvement suggestion.
Okay, not really. But answering negative reviews calmly and friendly creates a good brand image. New app viewers will see the company being concerned about the quality of user experience, the readiness to help and the respect you have for the customers. Plus, in case the problem is addressed by the brand, you can always ask the angry customer to delete or change the review.
Answering positive comments is also good for the brand — it’s a way to show you really care and appreciate compliments.
App Store allows discarding all the reviews with every new app release. It is basically an emergency button: together with the negative comments, you will lose all the positive ones. Google Play doesn’t have such function anyway.
When managing your app reviews and ratings, keep these statistics in mind:
See how conversions change if the reviews become better? This happens because app store ratings and reviews are one of the key app store ranking factors. Gathering as much positive feedback as possible is an important part of ASO strategy.
Do not forget to handle app ratings and reviews well: answer reviews to give users the feeling of being heard, and provide a customer support channel to solve tiny everyday complications.
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Harith al Maqbali was working as a petroleum engineer in Oman. Things were going just fine — and one day he decided to take up an unconventional hobby. He became involved with a startup providing secure and affordable on-demand transportation in the country. The name of the startup is OTaxi. Virtually everybody knows it in Oman.
“The adventure of a new business was driving me. A startup is about daring to change, and especially a startup dealing with transportation. Taxi is about making people happy, fulfilling their expectations — that seemed to be a cool challenge for me.”
Finding an ideal technical solution for the app-based business was rather easy. Just a simple online research has lead OTaxi to what they wanted: a white label taxi booking app with a feature set needed to satisfy the customers used to up-to-date tech.
Harith shares: “OTaxi is making people’s life more convenient. Users told us about their experience: for instance, car ownership is not a popular option anymore. People simply don’t want to have parking issues while shopping, and they hate to be caught in a gridlock. OTaxi is there to solve these problems.”
OTaxi relaunched in 2016 as a completely renewed service and the future seemed spectacular. The high quality of services has ensured its popularity. The company has managed to make a clever use of WhatsApp group chats to generate a word of mouth in Muscat and Salalah, the two cities the company operated in. This, in its turn, has provided a plenty of app downloads.
Harith says: “People trust us because the quality is sustainable, the technical solution is reliable and functional, and drivers are well-trained. Our drivers arrive on time, almost never cancel orders, and behave like friends. This is really the only way to provide a service people will love.”
In Oman, where ride-hailing tech is just starting to evolve and become a serious thing, OTaxi was already providing world-class services.
However, in August 2017 the startup has faced some serious complications. The Ministry of transportation and communication had requested OTaxi to stop operating until it obtains the mandatory license and gets authorized as a taxi company.
The problem was that, unlike other local taxi companies, OTaxi provides a mobile booking app for customers to book all kinds of existing taxis. Customers have more booking options with it (like booking a trip in advance, fairer fees calculation, GPS tracking of an arriving cab) and enjoy shorter waiting time. The company also motivates drivers to do work well: there are special discounts and many other actions for this. The result of being that different from traditional taxi services was the ban to operate.
“There is no specific law on how to organize taxi booking apps. To launch an app working with transportation, any company needs an approval from the Ministry. OTaxi has this approval from the day one. Unfortunately, one of our competitors has filed a case against us because our prices are dangerously nice and we work with many drivers in the area.”
The reaction of OTaxi clients was overwhelming.
Harith shares: “Our customers were so loyal to start a real struggle for us. Many people have expressed their discontent regarding OTaxi ban on social media and in blogs. Social media (for instance, Twitter) have played a crucial role in supporting OTaxi as a national objective to support local companies (Omani SMEs).”
OTaxi has made an effort to comply with all the requirements set by the government in the shortest possible time. At the end of March 2018, the Ministry of transportation and communication has granted OTaxi a permit to operate again.
“Personally, I don’t see any new, friendly legislation coming. Not yet at least. Every time we run a SWOT analysis, the regulatory climate appears as a threat to the business. In order to mitigate this risk, we do our best to nourish a good relationship with the Ministry. At the same time, we invest in promoting OTaxi as a local company that needs legal support and legal facilitations. Plus, now we know how important our work is for the clients — after all, this is what moves us forward.”
The company has changed the business priorities in the meanwhile. It is planning a bigger launch meant to introduce a rebranding. The Ministry of transportation and communication is coming to realize OTaxi can provide outstanding services all across Oman — and this will be a great thing for the whole local infrastructure.
Despite there’s no clear indication of removing the plaguesome restrictions in the near future, OTaxi looks up to the possibilities of the market.
“In Oman, we still a long way to go in terms of regulations: for instance, partnerships between taxi companies with airports and hotels should be allowed. Yet we foresee a bright future of ride-hailing in Oman.”
At TaxiStartup, we sometimes receive requests for non-branded apps from taxi startups all over the world. They are planning to launch with a non-branded booking solution, and then move on to working with a branded app as soon as they earn “a king’s ransom”.
Our clients ask themselves a reasonable question: why pay for a branded booking app if you can work with a non-branded version just as well? The fact is, branded apps provide your business a way different level of performance. And there are good reasons for it.
When designing branded apps, we were driven by an idea of making Uber feature package accessible for all the taxi startups, all over the world. The non-branded app’s feature set is somewhat limited.
Branded apps come with exclusive rights of use. This means, you’re the only owner of the app, no other company has or ever is able to gain the access to the same booking app. Non-branded apps don’t provide any exclusive rights whatsoever. Any taxi company in your location will be able to use the same app, which means your passengers will not see the any difference between your services/cars and those of the competitors.
That is basically the reason why credit card payments are not supported for non-branded apps. Not being able to process credit card payments is an essential limitation of the growth opportunities for your company
Then again, branded apps have more additional features. For example, referral campaigns and the possibility to partner with other companies (hotels, airports, restaurants, which means a whole new revenue source). These can help your business to make a name in the market, while with a non-branded app it’s depressingly easy to stay a no-name nobody recognizes️ Next to this, literally any customisation requests are a way easier to make and more efficient in branded apps.
Probably the most important advantage of a branded app is its marketing effect. Having a recognizable app adds extra points to your company’s visibility in the app stores and in the local market. Strong brand identity expressed via the app helps to speak to the clients in a visual language, and this is a whole hot thing in 2018.
Next to this, it can be pretty hard to promote a non-branded booking app. Even if you succeed in this, at a certain moment you’ll want to move to a branded app and market it. This can be extremely challenging, because customers will know your services, but will need to get used to a completely new branding.
Learning a new behaviour is always tricky for a customer, so switching from a neutral to a branded app only creates unnecessary complications for the business. In case you start promoting a branded app before launch, the image of it will be familiar to people and as a result, they will be more positive about booking the services. In the worst-case scenario, if your service is really popular and you work with the non-branded app, your competitors using the same software can profit from your popularity!
Working with a branded app provides you better feedback-management opportunities, too. Passengers can use “Get in touch” button to speak a support person and communicate their experience.
Same with the app’s ratings in the app stores: with a branded app, people will only rate your services, not those of any other local company. In a branded app, you can provide quick links to your company social media account, which helps forming a loyal customer community.
The idea driving our customers to launch with a non-branded app first is, of course, saving money on the initial stage of business development. The issue is, it’s a bad decision. First of all, the service costs for a non-branded app are higher at TaxiStartup. This is done because implementing any features into this non-branded app cost the team more time and effort than doing the same for the branded ones.
But there’s more. Using a branded app is more financially profitable in the long-run, and here’s why.
As you can see, launching the services with a non-branded app is not really a good strategy in the long run. In fact, about 80% of our customers who’ve decided to launch with a non-branded app were not able to reach the planned business results after half a year of operating.
The limited functionality and poor recognizability of a non-branded booking app are getting in the way of your business development, and do not even help sparing money for a better launch. Think of it and make the right choice