Getting To "Paid"

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Quantitative and qualitative ways to think about metrics for your app.

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  • or “make you successful”. I’d be really successful if all my customers did X -- measure how to get to x
  • If all you measure is downloads, you don’t know what to fix to make that number go higher. Instead, you want to map out each step it takes to get a visitor -> profitable customer
  • or “make you successful”. I’d be really successful if all my customers did X -- measure how to get to x
  • This maps most closely to a freemium model - but the steps are pretty similar for paid-only or free apps that monetize in other ways - talk about that as I go.
    People need to care that you exist. Need to invest enough time to install. Immediate gratification


  • ask people to read your description & then how they’d describe it to a friend. what do they think it would allow them to do?


  • ppl may have installed, they may even have bought, but so far only you have benefitted. until they benefit, no $, no wom, no cross-sells


  • quant: if you have a movie review app & ppl are successfully looking up a review right away, good sign. “what if they don’t need to read a review?” create demand.

  • quant: if you have a movie review app & ppl are successfully looking up a review right away, good sign. “what if they don’t need to read a review?” create demand.

  • quant: if you have a movie review app & ppl are successfully looking up a review right away, good sign. “what if they don’t need to read a review?” create demand.

  • quant: if you have a movie review app & ppl are successfully looking up a review right away, good sign. “what if they don’t need to read a review?” create demand.

  • Getting To "Paid"

    1. 1. Getting to “Paid” Funnel Thinking for Apps Cindy Alvarez, KISSmetrics Snaptic Developer Conference • May 26, 2010
    2. 2. Measure things that make you successful.
    3. 3. Get A Hypothesis Publish apps Hint: Not just downloads
    4. 4. Just because you can’t measure it quantitatively, doesn’t mean ‘don’t measure it.’
    5. 5. What Does It Take to Get Paid? Interest Investment Gratification Value Pay
    6. 6. Measuring “Interest” • Qualitative: How often did people view your app description? • Quantitative: How well do people ‘get’ your app description?
    7. 7. Measuring “Investment” • Free/demo: How many people are downloading? • Paid: How many people are buying? Investment is not the endgame.
    8. 8. Measuring “Gratification” • Quantitative: How many people are using your core feature within a day of installing? • Qualitative: What do people do immediately after installing your app?
    9. 9. Measuring “Value” • Quantitative: How frequently are people using your app? • Qualitative: What did our app allow you to do that you couldn’t do before?
    10. 10. Getting to “Paid” • Upgrading to paid version • Looking for other apps you’ve developed • Coming to your website to see what else you do • Becoming a “daily use” app
    11. 11. Now, go do it! • Write down each “step” your customers go through to demonstrate interest, investment, gratification, value. • Measure whatever you can. • Iterate on your weakest step.

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