TRAFFIC
Rating flexibility
The app’s ‘rating’ which appears on the initial
search results impression and app description
page will be changed from showing the
average rating of the current release to the
average rating across all releases.
While this is likely to draw a sigh of
relief from developers whose rating scores
fluctuate release to release, those with
historically poor rating scores will still retain
the option of ‘wiping the slate clean’ when
submitting a new release to allow only their
latest version rating score to be shown.
Opening the lines of communication
Finally, iOS 11 will see the introduction of
two-way dialogue between developers and
users within the app store review
page. This means that developers can
now answer concerns or respond to
feedback directly within their iTunes
Connect account and in full view of the
app store.
While only the most recent comment
from either side will be shown, this presents
developers with the opportunity to convince
users to edit their rating score, which if
improved, will improve their app’s overall
algorithmic score.
So as we can see, the introduction of
iOS 11 from September should present
brands with a wide array of opportunities
to boost both organic and paid traffic
conversion rates. From the ability to treble
UX video content, to the ability to talk
directly to users or run time-sensitive
promotions daily, the winners as ever are
likely to be the brands with the desire,
skill and agility to best take advantage
of the app store ecosystem.
MATTHEW BALCH is
an independent mobile
marketing consultant
specialising in app store
optimisation and organic
growth marketing for a range of
app developers within the gaming
and fintech space.
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