(English) Reports analysis and use cases

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Company reports: how to use it for business analytics?

company reports
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.

process of getting a report

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.

edit and filter reports

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.

Clients reports

What kind of data do you get

Here you can find a detailed list of data gathered in Clients reports of your company. Long story short, Clients reports provide you with:

  • Passenger email addresses and telephone numbers;
  • Passenger profile status (active/invited/closed);
  • The number of orders made, paid and cancelled (reasons specified).

How to use it

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.

Drivers reports

What kind of data do you get

  • Complete driver’s information (name, email, contact number, licence number, any notes made by dispatchers);
  • Driver profile status (active/invited/not activated/suspended/closed);
  • Full information about the vehicle (type, model, color, production year, plate number, board number, seat capacity);
  • Total number of orders a driver performed during the reporting period;
  • Total number of offers received by a driver during the reporting period;
  • The number of accepted/rejected/ignored offers the driver had during the reporting period;
  • Total amount added to and debited from driver’s balance during the reporting period;
  • Total service fees, total transaction fees;
  • Paid orders total and unpaid orders total;
  • Cancelled orders (by reason);
  • Finished orders, paid and unpaid.

You can check out the full list here.

How to use it

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).

Orders reports

What kind of data do you get

  • Unique identification number of every order (Order ID);
  • Date and time of order creation, order source (Passenger App, Dispatch Panel, Web Panel) and the order source ID;
  • Bundle identifier — the app used to create an order (iOS, Android, web application, Taxi Buttler, web desk);
  • Requested vehicle type (service type the client booked), requested service date and time.
    Origin (pick up) type, it’s exact location (GPS coordinates) and address;
  • Destination type, location (GPS coordinates of the drop off requested), and address;
  • Drop off information: type, location, and address;
  • Passenger’s phone number, ID, name, email, any notes added;
  • Dispatcher’s info: ID, name, email, phone number;
  • Driver’s data: ID, name, email, phone number, vehicle type/plate and board number, main service type the driver works with;
  • Estimated time of the driver’s arrival, estimated distance;
  • Number of times the system makes an offer to the drivers until it’s accepted;
  • The number of drivers who’ve rejected the offer;
  • Total number of bids for the order;
  • Order final status, actual trip distance, duration, final cost, extra fees, coupon discounts, reasons if unpaid;
  • Payment method, card, errors if occur;
  • Ratings by driver and passenger;
  • Actual pick up location, arrival time, arrival location, drop off location, drop off time, the time and the location where the driver has finished the order.

(The full list of data types plus detailed description can be found here.)

How to use it

orders report pain

Yeah, it’s a lot. To avoid pain, let’s see how to use this, exactly.

  • The number of cancelled orders can help you to regulate cancellation fees.
  • The cancellation reasons are there to make troubleshooting easier.
  • Every detail of each particular order can be checked up, which makes it much easier to solve any problems between customers and employees.
  • Knowing all the pickup points per period of time you can see what locations are the most popular and send more drivers there in order to work more efficiently.
  • Plus, knowing the popular origin and destination locations can be a source of ideas on business partnerships.
  • You can see what service types are the most popular and manage your fleet and driver subscriptions accordingly.
  • Driver and passenger ratings can be a source of valuable information about how the services actually work out for customers and employees.

Operators reports

What kind of data do you get

  • Dispatcher ID, name, email, phone, profile state;
  • The total number of orders;
  • The total number of cancelled orders (cancellation reasons specified);
  • The number of finished paid and unpaid orders.

How to use it

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.

Payment reports

What kind of data do you get

  • Payment ID, date;
  • Payer type (= payment source: Passenger App or Third-party payment);
  • Payer ID, name, phone number, email;
  • Payment method, status, the exact amount paid, currency;
  • The last 4 digits of the card used for payment;
  • Reference ID (= Order ID);

How to use it

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?

Summary

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:

  • Clients reports. Clients reports contain everything you need to make the communication with clients more efficient: contact details and activity statistics. As a result, Clients reports are perfect for analysing the app performance and planning marketing moves.
  • Drivers reports. These reports are indispensable for keeping an eye on the drivers’ efficiency and strategizing your fleet management.
  • Orders reports. These reports are a goldmine of information on customer experience: with it, solving any problems between customers and employees is much easier. You can also see the most popular locations in Orders reports, and adjust your fleet accordingly. However, there’s much more to this type of reports — in fact, it’s our favourite one!
  • Operators reports. Especially useful for companies who work with dispatch panels and Partner access, this type of reports allow to get a clear idea of the dispatchers’/partner operators’ productivity.
  • Payment reports. This reports type is there for you to see which ways people prefer to pay — and shape your pricing policy accordingly. It also provides a possibility to address any payment-related problems occurring.
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    (English) How to launch Facebook Ads

    Desculpe, este conteúdo só está disponível em inglês (EUA) e espanhol europeu. Por uma questão de conveniência para o utilizador, o conteúdo é mostrado abaixo no idioma por omissão para este site. Pode clicar numa das ligações para mudar o site para outro idioma disponível.

    Advertise on Facebook and get more engaged users than anywhere else: ultimate guide

    how_to_launch_facebook_ads
    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.

    Set up your first Facebook campaign

    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.

    Facebook ad campaigns: basics

    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.

    how-facebook-ads-works

    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:

    placement_options_facebook

    This is how Facebook Ads look in the three most common formats.

    facebook_campaign_set

    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.

    Set smart campaign goal & target

    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.

    set-up-campaign

    Advertise the way it feels natural: set the appropriate goals depending on the stage of business development.

    create_new_campaign

    Before the app launch, choose for

    • Creating brand awareness;
    • Reaching more potential customers;
    • During and just after app launch, motivate people to use your service with
    • Attracting more traffic to your app or website;
    • Raising engagement;
    • Driving more app installs;
    • Collecting information about (potential) customers.

    Further on just stick to maximizing the effectiveness by launching campaign to

    • Get more conversions (meaningful app events, such as booking a ride).

    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.

    set_up_basic_information

    Now it’s time to target! There is plenty of options to choose from:

    • Location;
    • Age;
    • Gender;
    • Languages spoken;
    • Interests;
    • Behaviours.

    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.

    Plan a Facebook ad campaign budget

    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.

    budget_and_shedule

    optimization_ad_delivery

    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:

    • The goal set. A campaign to raise brand awareness will naturally have lower cost-per-action than a campaign to draw conversions.
    • The information you provide about your target audience. While Facebook allows targeting exactly the people who’re likely to become your users, you still need to know who these people are. The better you communicate it to the Ads Manager, the bigger your chance to succeed at a lower price.
    • The quality of the creatives you will submit. The visuals and the text have an equal weight when it comes to driving consumer behaviour. Take care your creative Facebook Ads assets are flawless, and never hesitate to test several options to see what works better.

    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.

    Design an appealing Facebook Ad

    Here’s where it gets really hot. It’s time to make some stunning creatives: format, copy, visuals, call-to-action.

    create_ad_facebook

    design_facebook_ads

    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:

    • Relevant to the viewer. This, again, is about knowing the audience and their needs. Your creatives should display exactly what clients want, and exactly the way they want it.
    • Clearly valuable. People often take emotional decisions, so stating an emotional value of your proposition is a good thing. You can present a clear rational value too; combine two types of ads or A/B-test them — but always give people a good reason to pay attention to your ad in their feed.
    • Visual. Whether using video or images, make sure they are telling right enough to get people interested. Facebook ads creatives should also match the visual identity of the brand.
    • Inspiring to act. There are several options to choose for a “call-to-action” button — stick to the one fitting the campaign goal most. You can also add call-to-action slogans to the copy: headline, description, or both. A good call to action should motivate people to take action immediately, and tell clearly what action they should take.

    Test and compare ads

    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.

    test_facebook_ads

    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.

    Expand further: Custom Audience, Lookalike Audience

    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.

    audiences_tab_facebook

    reach_the_audience_facebook

    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.

    saved_audience_facebook

    But now, let’s get to the more exciting options.

    custom_lookalike_audiences

    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.

    custom_audience_facebook

    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.

    lookalike_audience_facebook

    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.

    Summary for a lazy reader

    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.

    (English) Really clear step-by-step guide to submitting your app to app stores.

    Desculpe, este conteúdo só está disponível em inglês (EUA) e espanhol europeu. Por uma questão de conveniência para o utilizador, o conteúdo é mostrado abaixo no idioma por omissão para este site. Pode clicar numa das ligações para mudar o site para outro idioma disponível.

    How to submit your app to the stores: clear 11-steps guide

    submit_to_app_store
    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.

    Step 1. Create developer accounts

    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.

    Step 2. Study the guidelines for app listing

    Good, time to fill in your app listings. What are those?

    • App name on the stores;
    • Subtitle (App Store);
    • Short and Full description (Google Play) and Description (App Store);
    • Keywords (App Store);
    • Languages;
    • App logo;
    • App screenshots;
    • Links to your website, privacy policy page, support and marketing URLs (mandatory);
    • Contact information.

    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.

    Step 3. Add app logo and icon

    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.
    images-for-app-store-and-google-play
    Here are some rules for the images:

    • Submit logo in vector format (Adobe Illustrator or any other professional vector graphics editor).
    • All logo fonts have to be converted to curves.
    • A logo needs to convert nice and easily into an icon.
    • A logo needs to convert into monochrome easily.
    • A logo should have a usage guide attached.

    App icons have to be in vector format as well (.ai, .eps, .pdf, .svg). The following options will do, too:

    • .png format with transparency, minimal height 1024px;
    • Layered .psd, minimal height 1024px.

    In case you add splash screens, take care they meet the following format criteria:

    • Minimal size 3840×3840;
    • Vector format (.ai, .eps, .pdf, .svg)
    • Or raster format (layered .psd).

    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.

    Step 4. Add screenshots

    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 ).
    images-for-app-store
    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!

    Step 5. Set the language

    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.

    Step 6. Add the app name

    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.

    Step 7. Set the relevant keywords and descriptions

    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.
    keywords-for-app-store
    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.

    Step 8. Provide website links

    There are several links required by the app stores while submitting an app:

    • Website page URL;
    • Privacy policy page URL;
    • Support page URL;
    • Marketing page URL.

    The first two are absolutely mandatory. Submit active links only: each URL will be automatically verified by the stores. Your Privacy policy has to be up to date: for instance, companies working with European citizens should have a GDPR-compliant Privacy policy.
    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.

    Step 9. Fill in additional listings

    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.

    Step 10. Fill in contact information

    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.

    Step 11. All set! Go rock the market!

    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.

    Get more ratings & reviews to make your app popular

    Desculpe, este conteúdo só está disponível em inglês (EUA) e espanhol europeu. Por uma questão de conveniência para o utilizador, o conteúdo é mostrado abaixo no idioma por omissão para este site. Pode clicar numa das ligações para mudar o site para outro idioma disponível.

    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.

    Why app ratings and reviews so important?

    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.
    app ratings
    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.
    app store optimization
    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.

    How to ask users to rate an app?

    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.
    app ratings
    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.

    Motivate users to give feedback

    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.

    Manage the feedback

    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.

    Provide direct customer support

    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.

    Follow app ratings and reviews constantly

    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.

    Reply app store reviews

    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.
    app review
    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.
    app store optimization

    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.

    Wrapping up…

    When managing your app reviews and ratings, keep these statistics in mind:
    app store optimization
    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.

    Taxi is about happiness: how to manage an on-demand business in tough regulational climate

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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.”
    starting a taxi business

    How to start a taxi business and make it popular

    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.

    image1

    How to deal with local regulatory challenges and get stronger

    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.
    taxi in oman
    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.”

    Branded vs. non-branded booking apps

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    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.

    Technical reasons to use branded booking app

    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.
    taxi startup
    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.
    taxi startup

    Marketing reasons to use branded booking app

    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.
    taxi startup
    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.

    Financial reasons to use branded booking app

    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.

    • Branded app ensure you get more orders and clients. Because a non-branded ride-hailing app is accessible for all companies in your operation area, using it makes the competition tougher. Passengers ordering services via a branded app can only book the services of a particular company.
    • Credit cards supported in branded apps. We’re providing companies with custom credit card payment solutions, which always attracts more clients and guarantee higher revenues. Customers using branded booking apps have a “Wallet” option so that they can store credit cards data and submit payments by pressing just one button.
    • Driver ratings in branded apps help controlling driver effectivity. Reports on drivers performance and ratings are available in branded apps and are a handy tool for keeping things under control and improve the services quality.

    taxi startup
    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

    Hacking mobile app promotion: one little thing nobody knows of

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    Ever since iOS 11, the whole appearance of your app’s page on the App Store has changed. Space is added on the app product page — the text appearing there is the part of what you fill in into the Description field (the first 170 characters of it). This text is referred to as “Promotional text”.

    Here’s what it looks like: Promotional text is placed just under the app promotional video and screenshots.
    app ranking
    As you see, potential users get to view the Promotional text after they tap on your app icon and scroll further. In the other words, its visibility is rather high. That’s why optimizing it (or at least making it more appealing) is so essential for mobile app promotion.

    There is no evidence yet that saturating Promotional text with keywords will guarantee for the app to rank higher. However, because it’s a very visible part of the app’s info, you can optimize it and make it “sell” your app.

    Apple themselves recommend using Promotional text for telling potential and existing users about the hot things about your app. A new promotion, a referral, a discount, a new service type? All these updates will be in a right place in Promotional text.

    In contrast to the rest of the Description the app owners can only adjust when re-submitting the app, Promotional text can be changed as often as you wish. So there’s always space to announce new, exciting things!

    Positive effect on app’s conversions is obvious: even if it’s not helping to rank your app higher for the keywords, it is still eye-catching for the potential users. Plus, it provides you with a nice possibility to announce the extra value of your app — after all, it’s this value that stimulates users to download and use the app

    So go compose a beautiful Promotional text! It can really help your App Store optimization.

    Release 0.22 THUNDERSTORM

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    For some of us, it’s fall, for others, the spring has just started — and it was no reason for our developers to stop creating a whole set of new, cool possibilities! Meet Thunderstorm, release 0.22.1!

    Tiny spoiler: unlike the new iPhone, it comes with features you’ve been really waiting for!

    Dispatch panel

    To start with, from now on you can copy the Actual Drop-off field in the Dispatch panel. Many clients asked us to make it happen — now it’s done.
    taxi dispatch

    Heat map is legendary! No kidding!

    Many of our clients wanted to know which working zones bring the most orders each moment of the day. We’ve made a solution for this — meet the heat map!

    The heat map in the Dispatch panel shows how many orders are being created in each area of the company working radius. The density of the color shows how busy certain areas are.

    This way you know exactly where the drivers should be to get more orders, every moment of the shift. You can analyse how busy the zones are, compare it, and use heat map data to make data-driven decisions for the future.

    The heat map works even if the driver radar is off, and is accessible for full- and limited-access dispatchers.
    heatmap analytics
    To start enjoying the heat map, switch it on in the Operators settings in the Dispatch panel.

    We could have told you this feature is amazing, brilliant, world-changing… But we won’t. We’ll just tell the truth: you can use heat map data analytics to make the right decisions and improve the taxi services you’re providing.
    Screenshot at Sep 28 10-39-19
    We’ve also made a plenty of enhancements and fixed some bugs. Everything looks and works even more great now

    Driver app

    Now, speaking of the heat map… It’s also available in the Driver app — because drivers also often want to know what the most “heated” working zones are. They can see it and go exactly where the most orders are created.

    To give your drivers access to the heat map, switch it on in the Drivers settings in the Company panel.
    taxi dispatch system

    taxi dispatch system taxi dispatch system

    The pins of other drivers on the map move very smoothly with Thunderstorm. It works good, it looks good.

    Passenger app

    Frankly speaking, since we’ve completely redesigned the Passenger app in the winter, there’s this strong aspiration to leave it the way it is and just improve minor things.

    For instance, in Thunderstorm, we’re introducing the possibility to send SMS to a driver in Trip details. Previously, passengers could only call a driver in case of necessity — the things are simpler now

    taxi booking app Screenshot at Sep 28 10-49-23

    Also, the drivers on the map move really smoothly and realistically with Thunderstorm. A simple thing, but a pure pleasure to see.

    Cancellation fees work flawless — tune it in Company panel!

    We’ve improved the cancellation fees logics and made them clearer for everyone.

    taxi dispatch system

    In the Company panel, you can set two new cancellation fee parameters:

    • the passenger waiting time
    • the driver’s distance from the pick-up point being beyond which is considered as “not arriving”.

    taxi booking app
    If a passenger cancels the trip because there’s no driver at the pick-up point, the system charges the driver who took the order and hasn’t arrived. If a passenger cancels the trip for no reason or doesn’t show up at the pick-up point, the passenger is charged with a cancellation fee.

    All the calculations are carried out according to the parameters set in the Company panel.

    Cancellation fee calculations are included in the trip summary and are clearly stated in both Passenger and Driver apps.

    taxi dispatch system taxi dispatch system

    And more!

    • The apps are now a way more stable: they just know how to handle some situations better!
    • BePaid preauthorization works perfectly for Ukraine now.
    • Mongolian language is available.
    • We’ve fixed all the tiny things that went wrong at odd times. Now your experience with TaxiStartup solution will be smoother than ever. Enjoy!

    Drive app installs with Snapchat influencers

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    In 2018, Snapchat is considered one of the “fairest” social networks. Working as a live-video-streaming channel, it attracts especially young users who are looking for real, trustworthy content.

    Due to a very specific format (short videos only available for watching for a rather short timespan), Snapchat stays pretty unsaturated by brands. At the same time, this network has a strong influencers community, powerful native tools for advertising, and a uniquely engaged audience. All in all, Snapchat influencer marketing is a perfect tool for young app-based companies to promote.
    snapchat influencers

    Learn to know Snapchat audience

    The main tool of Snapchat is the frontal camera of a smartphone. Most of the content are the “talking-head” videos — people telling their real-life stories or showing stuff happening to them. Because of this format, Snapchat is a very personal platform where influencers have a lot of… well, influence.

    The users of Snapchat are often the people you won’t so easily find on any other social media platform. If you want to target a marketing campaign for young people and drive app installs specifically from them, Snapchat is the ultimate solution.
    mobile app promotion
    There are three ways of using Snapchat for your mobile app promotion.

    • Snapchat account. Broadcast company’s snaps. Snapchat stories — in case they’ll be entertaining enough and are posted regularly — can help you build a customer community and this way to drive more app installs.
    • Snapchat native tools for ads. Having a company account on Snapchat, you can launch campaigns in order to increase customer engagement. Encouraging people to share their experience with your app is a good way to show potential users how good it really is. Run contests, give promo-codes, connect Snapchat campaigns to real-life campaigns — and the app will get more app installs.
    • Working with Snapchat influencers. Being really experienced community runners, Snapchat influencers can add some context to your app install campaigns. These Snapchatters know exactly what their fans do fancy, and are able to create cool entertaining snaps for your brand right away.

    The first two options are inevitable. The third one is definitely worth your attention, especially if company’s target audience is young people.

    Arrange working with Snapchat influencers

    An average price for Snapchat influencer post is about $40 per 1,000 views. The costs are normally dependent on the number of active views per video per day. Since February 2018, Snapchat influencers have access to their statistics on unique viewers, total time watching, audience demographics — the data you will need to launch and analyze the campaign.

    Step 1. Conduct a research on the target audience

    Influencers usually work with specific themes: films, fandoms, cooking, pets, you name it. You need to find the influencers who work with themes that matter the most to your potential clients.

    Step 2. Plan the campaign

    After having found ideal influencers who are matching the company’s interests and views and contacting them, plan a campaign. Set a couple of SMART-goals for the campaign, define the key performance indicators you will work with.

    It is a good thing to launch same campaigns with several Snapchat influencers at a time. This helps learning more about your customers, compare different styles and approaches and to create benchmarks for future campaigns.

    Step 3. Plan the content well

    To be able to use Snapchat influencer marketing to its full power, take care of a fitting format and context. Whatever the commercial will be, it has to snatch the attention of the mainly young audience, ready to swipe further if the content is not matching their expectations.

    Solution: on Snapchat, strive for something called “advertainment”, something that sells and entertains at the same time. Give the influencers the freedom to wrap your broadly mapped out content plan into something appealing to their followers — this is the best practice.

    Be aware: Snapchat content doesn’t necessarily require extremely professional content. “Real life” videos without too much “makeup” are proven to work better for brands because they look more honest and genuine.

    Step 4. Provide clear instructions

    An essential part of a successful app install campaign is giving users really clear and easy way to download and start using the app. There absolutely should be:

    • Visual demonstration of the app’s value proposition.
    • Demonstration of some particular handy functions of the app.
    • A strong call-to-action proving the value of downloading the app to the user. It works well to show the call-to-action during the whole snap, not just in the end.
    • Precise instructions of “Swipe to download”.

    The thing is while working with millennials — and Snapchat is the ultimate source of millennial clients for your business — you have to make every action as smooth and quick as possible to a potential customer. Instructions and links are important for that.
    advertise your app

    Wrapping up…

    Snapchat is a perfect source of young customers for your app. The format of this social media platform provides that the audience of it is engaged and loyal. Making the snaps from your company account and using Snapchat Ads is one way to advertise your app with Snapchat.

    Working with Snapchat influencers is another smart thing to do. Searching for right influencers to represent you and planning measurable goals for app install campaigns are the key-factors of success. Do not miss out one of the hottest mobile app promotion tools in the market and start using Snapchat now it’s hot

    Mobile user acquisition for apps explained: increase app installs and not lose your mind

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    Increasing app installs is something every app owner strives for. Understanding how mobile app lead generation functions is a key to get this done.

    69% apps are discovered and downloaded through Search tab. Accordingly, app store optimization (involving text and creatives optimization) is crucial for apps to increase installs.

    Yet app store optimization is not the only thing one can do to increase app installs. Increase in app installs is usually a result of whole system of mobile user acquisition activities working harmoniously for an impressive result. We’re going to see what are the necessary elements of a mobile app acquisition system.

    Traffic sources for mobile app user acquisition

    how to promote an app
    Universal App campaigns by Google Ads. An integrative tool powered by Google is extremely cool for optimizing mobile app promotion campaigns and maximize their effect on all Google-powered platforms (Google Search, Google Play, YouTube, Google Display Network). On Universal App campaigns, you set textual and visual assets appealing to your potential clients, place your bid, and the rest will be automatically optimized so that users could find the app Nice bonus: you get all the analytics of the ad campaigns and, accordingly, know exactly how much the app installs are growing since you use this lead generation marketing tool.

    Search Ads by Apple. Similar to Google, Apple is providing the ads placement service for mobile app marketing campaigns. The platform is integrated with App Store Ads. In order to optimize your Search Ads campaign to a relevant app event (install, sign up, etc.) you will need to use a third-party service like AppsFlyer or Search Ads HQ. With Search Ads, you are able to set the preferable budget, optimize the keywords and prioritize them based on the real App Store data. Just as any other Apple product, Search Ads is a closed ecosystem: it does a lot of things, but nobody gets a glimpse of how it’s done. By now, Search Ads is only available for Australia, Canada, New Zealand, Switzerland, UK, USA, France, Germany, Italy, Japan, Republic of Korea, Spain, and Mexico. Its outreach is growing gradually.

    Facebook Ads. With tools such as Custom audience and Lookalike audience, Facebook Ads makes it possible to advertise your booking app to potentially interested people. Accordingly, it’s a great source of new customers. A huge plus of Facebook Ads is that you can start working with it on any budget and then scale. Facebook Analytics is there to track the results of the marketing campaigns You can use any relevant app event (install, sign up, booking etc.) as an optimization goal.

    Website search engines optimization (SEO). Optimizing your website content for search engines (say Google or Yahoo) is a good way to gain more app installs. Creating useful content is a part of it: the more exciting content you create, the more engaged your clients will be.

    Social media channels presence (Instagram, Snapchat, Twitter, and whatever else popular in your region). Social media company accounts help to form a loyal customer community, that’s one. But they can also be a source of user acquisition for a relatively low price if you collaborate with the influencers, place ads and links for people to download the app in one tap

    Video networks. Youtube, Vimeo, et cetera have a huge potential for app advertising. First of all, video is a hot content type in 2018. Next, it helps your SEO. What’s more, it can get viral — despite it’s really hard to get that far, getting viral can give a real boost to the app conversions. Plus, any video channel has a possibility for paid advertisements.

    Mobile networks. Advertising within other apps is one of the cheapest ways to get more installs. The only problem here is that users are not targeted as precisely as with Facebook Ads, for example.

    Partnerships for cross-platform promotion. Guest blogging, press releases, comments on forums, customer reviews, partnerships with other businesses. These are the ways to drive more app installs. Especially if you make sure these partnerships are with the companies relevant for your potential customers.

    Referral programs. It is a fully-automated marketing engine that encourages existing customers to promote services to potentially interested new users. Your clients become referral holders: they recommend your services to people they know, and those can recommend it further. Result: downloads boost.

    Offline promotion. Giveaways, printed materials, branded fleet, guerilla marketing — surprisingly enough, these can bring a plenty of app installs. Make sure you track the exact source of offline promotion. You can do so using promo-codes. This is needed in order to know which lead generation channels do bring the highest ROI.

    ***
    Seems a lot of work? Well, no sweet without sweat: if you’re still hoping to own a successful mobility app without marketing activities, better reconsider the whole idea.