09 · Product
Growth after the install
Treat ratings, reviews, retention, and the product experience as one connected system.
Acquisition borrows from product quality
The store page makes a promise. Onboarding, reliability, value, support, and pricing decide whether the promise survives. A conversion gain that produces faster churn is not automatically a growth win.
Ask for ratings at earned moments
Use the platform-provided review prompt and choose moments after demonstrated value, not arbitrary timer milestones. Do not gate core functionality, manipulate sentiment, or punish someone who declines.
Read reviews as qualitative evidence
Tag recurring themes by expectation, product area, severity, and market. Reviews are not a representative survey, but they are often precise clues about the gap between the listing and the lived experience.
Close the loop
Bring store language into product research and bring product learning back to the page. Update screenshots when UI changes. Remove claims when capabilities change. Let What’s New acknowledge the work customers asked for.
Measure the connected journey
Read impressions, product-page views, conversion, activation, retention, refunds, ratings, and support together. The useful metric set depends on the product; the principle is to avoid optimizing one step by quietly harming the next.
Editorial judgment: The strongest ASO program is a product-feedback practice wearing a marketing hat.