24 Nov “Love Thy Users” — how love can boost your app — App Promotion Summit Berlin 2014
What’s love got to do with it?
Why am I talking about love? Not only because it is a very light-weight topic before we close our conference, but also because love and app marketing are based on scientific research. Neuromarketing is the reason why. When you google Neuromarketing — where the connection between certain brain activity and marketing messages are investigated — you will certainly come across one study which was inspired by a series of TV commercials from the 70s and 80s where people were asked to take “The Pepsi Challenge”. In the commercial’s blind taste test, Pepsi was usually the winner. However, when the subjects knew what the were drinking, 75% said they stilled prefered coke. So even when the obviously better choice is right in front of you and rationally the one to take, 3 quarters of people still go with their emotion and decide differently.
If you want to know more about it — I advice you to buy the book Buyology — truth and lies about why we buy — by Martin Lindstrom. He documents 3 other interesting insights:
- Warning Labels on cigarette packages stimulate activity in a brain area associated with craving — so instead of repelling it makes smokers desperately needing the next cigarette. So even some disgusting add-on might not be effective when consumers realls love a brand / product.
- Images of dominant brands — such as Apple stimulate the same part of the brain like religious symbols
- An image of a Mini Cooper let our brains think we are looking into a person’s face
That means, everyone of us is more likely to build up a relationship with a brand, a product or an app when its marketing messages and public communication affects areas of our brain that are also in use during emotional situations.
For closing the deal with your app that means you must get a lot of attention, clearly and simply explain how and why to use your app (as done with appealing preview videos and in-app-tutorials) and create an addictive user experience. I know that is easily said and hard to achieve, but let’s take a look how it can be achieved.
How can Love lift us up where we belong (number 1 in the App Store)
Good Relations — the base for emotional discurs — are build upon authentic, transparent, honest and individual dialogs. Your best strategy if you want to set up a dialog with your users is: Treat them like friends. Pick up the phone at night, help them moving, listen to them and solve their problems. Be more than an app — be the person behind the app.
So how can your app, your game become a beloved brand? Saldy that only works if others say that. Even if our brain reacts to marketing messages, we don’t necessarily want to listen to marketeers or brands. We rather believe people in our environment, people that are like us or in the same situation. So we need others to give us ratings, reviews and use our service.
Say you love me: How do we convince people of rating us positively?
The most important basics are:
- Make your app shine in the App Store: Use your best designers, good copywriting and smart videos to shine and rise.
- For your information architects: Focus on a great user experience and always have in mind the consinstent journey through your app
- React on negative feedbacks immidiately and directly. Thank god, users are more likely to give positive rather than negative feedback. But if you get a bad review — try to really solve their problem. Take all the feedback given, make a better version of your app and make it up to the users individually who were not satisfied before.
Let’s talk about timing and wording. Asking for a review at app launch is the worst possible time to ask. Your user has not even tried your app yet and he certainly does not want to rate it before seeing what it’s all about. As mostly there has certainly occured an urgent need to open it to fulfill some tasks. Rather choose a moment when something positive or rewarding has just happened. For games that can be berfore reaching the next level or after having achievend a new high-score. Never interrupt the user workflow — so never ask between two consecutive key actions of one process. A simple feedback button often performs better than the usual alert box. You can also create a review invitation that not always ends up in the App Store but distributes different emotions — just like Ember does that:
Ask outside the app — within the update routine, to get new ratings for the new version. When your users say no thanks — believe them and never ask again. Be honest, tell them exactly what you want but in a nice way. “If you love our app, please help uns by giving us a 5 stars!”