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Getting To "Paid"

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

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

Published in Technology , Business
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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.

Transcript

  • 1. Getting to “Paid” Funnel Thinking for Apps Cindy Alvarez, KISSmetrics Snaptic Developer Conference • May 26, 2010
  • 2. Measure things that make you successful.
  • 3. Get A Hypothesis Publish apps Hint: Not just downloads
  • 4. Just because you can’t measure it quantitatively, doesn’t mean ‘don’t measure it.’
  • 5. What Does It Take to Get Paid? Interest Investment Gratification Value Pay
  • 6. Measuring “Interest” • Qualitative: How often did people view your app description? • Quantitative: How well do people ‘get’ your app description?
  • 7. Measuring “Investment” • Free/demo: How many people are downloading? • Paid: How many people are buying? Investment is not the endgame.
  • 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. 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. 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. 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.