From Android App to Killer App - How to Reach the Million-Downloads Milestone

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What makes an Android app a killer app? How do you make your own project scale from a few dozens to millions of users? How do you engage users all over the world? How do you put a spotlight on your app, so anyone can discover it? An Android app is not just what the app does, and it's not just how you developed it. It's about how you build an ecosystem around it. It's about how do you improve your app to accommodate it to users, and how you make users comfortable with your app. It's about how you listen to your customers to make it awesome. It's going the extra-mile and transform an app from cool to magic. In this talk we will discuss some strategies to improve the impact of Android apps, from multiple points of view: from app development to code optimization, from basic graphical assets to awesome eye-candy UI, from catchy features to user deep engagement. We will see how using the latest features compares to backward compatibility regarding user impact, and how monetization and social marketing strategies can help an Android app reach that million-downloads milestone.

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From Android App to Killer App - How to Reach the Million-Downloads Milestone

  1. 1. From Android App to Killer App How to Reach the Million-Downloads Milestone Mario Viviani Android GDE
  2. 2. Mario Viviani Founder & CEO Mariux Apps Android GDE
  3. 3. What is a “Killer App”?
  4. 4. A“Killer App” is… …an App that proves the core value of some larger technology and allows the developer to be the most successful in a particular area.
  5. 5. Famous Killer Apps Angry Birds Instagram Whatsapp
  6. 6. My Killer App: Super Clock Wallpaper 2 Versions: Free & Pro 8.000.000+ Total Downloads In Top 100 on Google Play in various categories for 3 years: Top 100 Free, Top 100 Paid and Top Grossing
  7. 7. Knowledge of the System
  8. 8. Know your Development Skills! • • • • • Be fluent with Android Development Practice with code samples Study the official documentation Learn from other devs Experiment
  9. 9. Multi-Tasking is the key
  10. 10. It’s not all about Development Android App Killer App Development Skills
  11. 11. It’s not all about Development Android App Killer App Development Skills
  12. 12. Multi-Tasking! Design/UX Skills Android App Killer App Development Skills Marketing Skills
  13. 13. One Skill To Rule Them All? Nope. Design/UX Skills Android App Killer App Development Skills Marketing Skills
  14. 14. See what’s trending
  15. 15. Scratch the Surface of Google Play •What is trending? •Are there apps similar to mine? •How are users reacting to these apps?
  16. 16. Analyze Google Play Rankings
  17. 17. Third party analytics tools: Web AppBrain
  18. 18. Third party analytics tools: Android App App Stats (beta)
  19. 19. Android Developer Console •App Stats •Android versions •Comments •Ratings
  20. 20. Design of your app: Clear & Clean
  21. 21. Clean & Clear •Users don’t want to feel dumb •If users request a feature, provide it •If users report a feature as useless, or difficult, change it or delete it •Spend time improving your app Design and UX
  22. 22. Follow Development & Design guidelines!!! •Users will already know how to use your app - yay! •Will match Google Play design requirements to be featured - double yay! - Happy customers + Happy Google Play team = getting closer to Killer App!!!
  23. 23. Your Main, First and Last Source of Truth: developer.android.com
  24. 24. Design of your app: Focus on Graphical Assets
  25. 25. Apps evolve with Android 2010 2014
  26. 26. The most important asset: App Icon •Lures users to your app •It’s the first graphical asset users will see of your app •If your icon looks bad, or not interesting, or unprofessional, users will not click on it: they just won’t. SPEND TIME CREATING YOUR ICON!!!
  27. 27. Screenshots: multiple displays & versions Provide screenshots from 3’’ to 10’’ displays (focus on tablets)
  28. 28. Provide a video on Google Play •Video shows in detail the features of your app •Android 4.4 KitKat has a specific tool for screen recording
  29. 29. App Testing & Compatibility
  30. 30. Devices evolve… and multiply! 4000+ different Android Devices
  31. 31. Test on real devices (or good Emulators)
  32. 32. Do not underestimate the Power of 2.3!
  33. 33. Do not underestimate the Power of 2.3! 4.0< 78% 2.3 20%
  34. 34. Self Marketing: Customer Care
  35. 35. Ratings on Google Play: Why should I care? •It’s the best way to measure customer appreciation of your app •Good ratings induce other customers to download the app •It helps creating a DIRECT RELATIONSHIP with your customers
  36. 36. The Great Macro-Categories of Ratings ENTHUSIASTS (5-stars ratings) Who are they: users that are really happy with your app and give it an amazingly high rating. What to do with them: answer with gratitude to their good comments and ratings, and ask how can you furtherly improve your app.
  37. 37. The Great Macro-Categories of Ratings HAPPY USERS (4-stars ratings) Who are they: users that appreciate your app, but not enough to give it a top-notch rating What to do with them: carefully consider their advices/requests, because they are usually ready to change their minds and abandone your app if you don’t improve it
  38. 38. The Great Macro-Categories of Ratings “MEH” USERS (2/3-stars ratings) Who are they: people who have found serious issues in your app. What to do with them: A good approach is to get in touch with them in order to understand better their rating. (Someone gives 3 star ratings because they think it’s a good vote!)
  39. 39. The Great Macro-Categories of Ratings UNHAPPY USERS (1-star ratings) Who are they: they have found major issues in your app. This is the category you have to watch more carefully What to do with them: interaction is a panacea: get in touch with these users, and try to understand the issues they’re experiencing. Be careful to separate unhappy users from…
  40. 40. The Great Macro-Categories of Ratings HATERS (1-star ratings with really bad comments) Who are they: nonsensical comments, users shouting against your app claiming it has broken their devices, people saying they can’t download your app (if so, how can you rate it?!?) and so on. What to do with them: Haters gonna hate. Deal with it. ;-)
  41. 41. The Great Macro-Categories of Ratings ENTHUSIASTS (5-stars ratings) HAPPY USERS (4-stars ratings) “MEH” USERS (2/3-stars ratings) UNHAPPY USERS (1-star ratings) HATERS (1-star ratings with really bad comments) +
  42. 42. Keep Listening, Improving and Updating! •Keep listening to your users •Don’t be oversensistive about your app •Do your best to improve your app according to your customers suggestions •Keep up the good work!!!!
  43. 43. Self Marketing: Promote your App!
  44. 44. Use Social skills to promote your App! •Use Google+ •Create Alpha and Beta communities •Facebook, Twitter, Pinterest… •Send material to Android-related Press (blogs, forums, newspapers…)
  45. 45. Wrap-up: The Road to Killer App
  46. 46. The Killer App Checklist! •Knowledge of the System •Good and consistent Graphical Assets •Follow the Guidelines (but be creative!) •App Testing & Compatibility •Customer Care •Social Promotion
  47. 47. The App Clinic: Suggest your apps! Board: The App Clinic – Italia on trello.com tiny.cc/appclinicitalia
  48. 48. Q&A #droidconit Mario Viviani Android GDE email: mariux01@gmail.com Google+: plus.google.com/+MarioViviani GDE Profile: developers.google.com/experts/+MarioViviani

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