Marketing For Mobile Apps - Tips And Tricks

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  1. 1. Marketing For Mobile Apps- Tips & TricksMatthew Ho, CEOMonday, 3 December 2012 1
  2. 2. Intro My company is Native Tongue. We make language learning fun fast and effective Our apps: Mandarin Madness, Spanish Smash,English Eruption, LP Cheat 12 apps in app store: iOS, Google Play, AmazonKindle Fire, NabiMonday, 3 December 20122
  3. 3. Rule #1 There are no tricks Just blood, sweat and tears A year of learningMonday, 3 December 2012 3
  4. 4. Why did you download your last app?Monday, 3 December 20124
  5. 5. Content 1. App icon 2. Screenshots 3. Reviews & Ratings 4. App store assets 5. App store optimisation 6. Analytics 7. Translations 8. PRMonday, 3 December 20125
  6. 6. Many products competing for attention.Why will your product stand out?Monday, 3 December 20126
  7. 7. 1. App icon designMonday, 3 December 20127
  8. 8. Monday, 3 December 2012 8
  9. 9. Instantly recognisableMonday, 3 December 20129
  10. 10. App Categories Icon is rst thing that a consumer sees Displays icon, ratings, name, price Consumers are attracted to visually appealing iconsMonday, 3 December 201210
  11. 11. Wunderlist Design - texture, colours, red banner, star, 3D effect Stands out visually and can be recognised http://dribbble.com/shots/114537-Wunderlist-IconMonday, 3 December 201211
  12. 12. Look at icons on dribbblehttp://dribbble.com/shots/150614-Boxing-Glove-iPhone-Icon http://dribbble.com/shots/200993-Boxing-Glove-App-iconMonday, 3 December 2012 12
  13. 13. iOS icons iOS automatically: Rounds corners Adds gloss. Can opt for no gloss and add your own See Apples Human Interface Guidelines http://developer.apple.com/library/ios/#documentation/userexperience/conceptual/mobilehig/IconsImages/Monday, 3 December 201213
  14. 14. Tips Stand out visually in a sea of apps Dont need words A/B test app icons http://iteratingfun.com/post/26646957216/ab-testing-your-app-icon http://blog.kissmetrics.com/mobile-app-ab-testing/Monday, 3 December 201214
  15. 15. Tip: Study app icons Study popular app icons on: app store (look at top app categories) dribbble.com (http://dribbble.com/search?q=app+icons) scoutzie.com How does it stand out? Consider the overall design of the appMonday, 3 December 201215
  16. 16. 2. App Store ScreenshotsMonday, 3 December 2012 16
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  18. 18. Bravo (Temple Run)Uses text annotations to describe featuresMonday, 3 December 201218
  19. 19. Epoch by Uppercut Games(made in NSW, Australia!)Monday, 3 December 2012 19
  20. 20. iOS search results displayMonday, 3 December 2012 20
  21. 21. Monday, 3 December 2012 21
  22. 22. iOS6 mobile app store Change in iOS6 app store searchresults presentation Previously: stacking the apps up.Vertical scroll. Now: visual card style.Horizontal scroll First screenshot is even moreimportant Consumers can decide based onimageMonday, 3 December 2012 22
  23. 23. Tips Study what works for the top apps Communicate unique valueproposition visually Tell a story with the screenshots 1st image is very important Can display 5 screenshots on iTunesMonday, 3 December 2012 23
  24. 24. Tips Use text annotations to communicatefeatures / benets Consumers look at images rstbefore app description A/B test images Process of constant improvementMonday, 3 December 2012 24
  25. 25. 3. Ratings & ReviewsMonday, 3 December 201225
  26. 26. What inuences youwhen you buy from avendor on ebay?Monday, 3 December 2012 26
  27. 27. Need to be 4 or 5 star appMonday, 3 December 2012 27
  28. 28. 3.5 stars doesnt cut itMonday, 3 December 2012 28
  29. 29. Monday, 3 December 2012 29
  30. 30. Monday, 3 December 2012 30
  31. 31. Request ratings Typically bell curve distribution -1 or 5 starratings Request ratings from users Could be 5 plays or 50 plays Get more 5 star ratings from people thatlove your app Use Appirator (http://arashpayan.com/blog/2009/09/07/presenting-appirater/Monday, 3 December 201231
  32. 32. Customer feedback Have a way for people to contact you -send you their questions / feedback Listen to app store reviews Post feedback online - facebook, twitter,blog Post positive AND constructive feedback Address constructive feedback Turn negative reviewer into an advocateMonday, 3 December 2012 32
  33. 33. 4. App store assetsMonday, 3 December 2012 33
  34. 34. Monday, 3 December 2012 34
  35. 35. Video has5,500 viewsMonday, 3 December 2012 35
  36. 36. Google Play Assets Hi-res app icon Screenshots Feature graphics Promo graphics Video http://xayin.com/thisisatest.htmlMonday, 3 December 201236
  37. 37. Monday, 3 December 2012 37
  38. 38. 5. App Store OptimisationMonday, 3 December 2012 38
  39. 39. Optimising name & description App name 11 - 14 characters incl spaces will display oniTunes app store Relevant keywords Do you appear in search results? Mandarin Madness to Learn Chinese withMandarin MadnessMonday, 3 December 201239
  40. 40. App Store Description Elevator sales pitch First two lines are critical Keyword density Reviews from articles, prominent people Separate paragraphs with symbols e.g ****Monday, 3 December 201240
  41. 41. http://www.apptamin.com/ASO_Cheat_Sheet-v2.2.pdfMonday, 3 December 2012 41
  42. 42. More resources http://copyhackers.com/2012/06/how-to-write-an-app-store-description-for-itunes/ http://www.quora.com/What-are-some-tips-for-writing-amazing-App-Store-descriptions http://www.apptamin.com/blog/optimize-play-store-app/ http://www.internetmarketingduru.com/app-marketing-how-to-write-a-killer-mobile-app-description/Monday, 3 December 2012 42
  43. 43. 6. Analytics is your friend In-app-analytics: Flurry Sales analytics: App Annie, Mopapp, Appgures App Annie: iTunes feature listings & dailyemail report of salesMonday, 3 December 201243
  44. 44. AppAnnieMonday, 3 December 201244
  45. 45. Mobile Metrics Retention rate # of sessions (weekly vs monthly) Time spent per session Comparison to industry averages in Flurry Upsell rate (dropbox 4%, evernote 3%)Monday, 3 December 2012 45
  46. 46. 7. Translations Not all app stores are in English Your customers might not understand English Need to translate your app description & inapp text to multiple languages Use gengo.com for human poweredtranslations From 6 cents (basic) to 17 cents (professional)per wordMonday, 3 December 201246
  47. 47. How we use Gengo.com Native Tongue is a language learning company So we choose professional translation: Translator passes higher level of language testing and proof read by 2 translators API for string text (translate directly fromwebsite or app without manual effort) Can do 30+ translations from English 1 day deliveryMonday, 3 December 201247
  48. 48. 8. How to get PR Journalist dont usually write about one app Write about segments of apps Introduce yourself to journalist Targeted and customised approach Follow up articles about other appsMonday, 3 December 2012 48
  49. 49. Media kit Media kit can contain: Product pics: app icon, screenshots Photos of everyday people using the app Company logo FAQ & press release Enables journalist to have the info and assets theyneed for an articleMonday, 3 December 2012 49
  50. 50. http://www.zillaapp.com/press/Monday, 3 December 201250
  51. 51. Mobile Marketing Meetuphttp://mobilemarketingmeetupdec2012.eventbrite.com/Monday, 3 December 2012 51
  52. 52. How to contact me Matthew Ho, Native Tongue Email: hello@nativetongue.com twitter.com/inspiredworlds Personal blog: http://inspiredworlds.comMonday, 3 December 201252