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Number 1 on Product Hunt: How I Got Early Growth for My Mobile App

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iOS engineer and founder of Filma App (recently voted product of the day on Product Hunt), Miguel Lorenzo, walks us through app development and ASO (app store optimisation). You'll learn how to approach early release (beta version with limited features), including how to track preferences in Google Analytics, get user feedback and find what your users really want.

In this presentation, we'll cover:
• Idea and app development
• Product launch
• ASO (app store optimisation)
• App promotion
• App landing page
• Product Hunt launch

You'll get loads of tips and learn how to promote your app with promotional videos for new releases for social networks. You'll also learn how to reach out to influencers and tech blogs to help promote your product.

Published in: Marketing
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Number 1 on Product Hunt: How I Got Early Growth for My Mobile App

  1. 1. Number 1 on Product Hunt Filma How I got Early Growth for My Mobile App
  2. 2. 2 I’m Miguel Software Engineer at CBA and also creator of Filma. @miguel_ios @filma_app
  3. 3. First of all • I’m not a marketing expert • Pay attention • Let’s start!
  4. 4. Content •Idea and journey of app’s creation •Early release •Analytics •First months •Challenges •Product Launch •App Store •ASO (App Store Optimization) •Landing Page •Product Hunt •What’s next?
  5. 5. Idea and creation 5 • Love video editing. Have a YouTube channel • Wanted to used my iPad for edit videos.
  6. 6. 6 Google trends
  7. 7. Early release
 Benefits 7 • Gather a lot of customer data (Analytics) • What features were most important to have. • Direct feedback from users (email, Discord chat, social media, reviews, etc). • Brand awareness (domain, ranking, name of the app, start talking about Filma as a brand).
  8. 8. Firebase Google Analytics 8 • Firebase comes with Google Analytics • Implement tags on screen views and interactions • Features not finalised but still announced within the app. Tags to know interest trend of the users. • Creation of Funnels. First use -> Purchase.

  9. 9. Firebase analytics
 Examples 9
  10. 10. 10 First months • Ship features keeping in mind users feedbacks and needs. • Look for complains on others competitors reviews and making that part of my backlog. • Every new release included a video showcasing the new features launched.
 Shared on social media.
  11. 11. 11 Example of version launch video
  12. 12. 12 Feedback & Contact options
  13. 13. Challenges and minimum of investment
  14. 14. 14 • Create good looking videos, nice icons, images. • Used Envato Elements (monthly subscription)
  15. 15. 15 • Create some professional tutorials using Fiverr to get audio voiceover.
  16. 16. 16 • Buy some devices to test including a powerful iPad and a simple one (refurbished one) so I could test in edge cases.
  17. 17. 17 • Had to iterate on the solutions implemented in order to meet minimum of standards. • Database issue • Learn from mistakes, refactor and continue
  18. 18. 18 • Time (spare time, social life, full time job)
  19. 19. 19 Product launch App Store ASO Landing Page Product Hunt
  20. 20. 20 App Store ready Good and stable final version “releasable” Onboarding within the app App Logo and branding colours
  21. 21. ASO (App Store Optimisation) Screenshots App Icon
 Title, subtitle, promotional text and description The app itself Keywords
  22. 22. 22 App Store Screenshots
  23. 23. 23 • Apps like books, sell first by their covers. • Try to look profesional and. • App features. Simple and clear. • No skills in design? 
 Try Fiverr/Envato. Screenshots
  24. 24. 24 • No skills in design? 
 Try Fiverr/Envato. • Get inspiration from your main competitors. Screenshots
  25. 25. 25 • 2 screens for App Store listing. • Key and trendiest features. • Horizontal/Vertical Screenshots
  26. 26. 26 App Icon
  27. 27. 27 • One of the first visible elements. • Strong impression • Quality and purpose • Simple and recognizable • Avoid too many details App Icon
  28. 28. 28 Title, subtitle, promotional text and description
  29. 29. 29 • Title has the biggest impact on keyword rank. • Include relevant and descriptive keywords. • Subtitle has the second biggest impact. • Don’t repeat keywords Title & subtitle
  30. 30. 30 • 170 characters long • Not required • No need to submit a new version. • Valuable asset for conversions. • Latest news, sales, upcoming features. Promotional text
  31. 31. 31 • Detailed • Easy to read • Transparency Description
  32. 32. 32 App itself • Quality • Appealing • Easy to use • Good product in general • If users don’t like it, they won’t be downloading it
  33. 33. 33 Keywords • Popularity (volume of organic traffic) • Total apps (total number of apps appearing for that keyword) • Difficulty (how hard is to rank with this keyword in relation with competitors) • Rank (how is your app ranking with that keyword)
  34. 34. 34 • Analyse your competitors and find out which keywords are they using. • Extract keywords from reviews and comments on your competitors. • Use Keyword research tools to find best keywords, lower competition and highest popularity. • Find the best balance between volume, competition and popularity of a keyword. Keywords - Research
  35. 35. 35 Keywords • Some tools that will help finding the best keywords for your app. • AppTweak, AppAnnie, AppRadar, SensorTower, AppFigures. • Some of them offer free options with limited usage.
  36. 36. 36 ASO - Quiz - Price What is the element that has the biggest impact on the keyword rank?
  37. 37. 37 Landing page
  38. 38. 38 • Professional • Simple Landing Page
  39. 39. 39 • Main features • Screenshots Landing Page
  40. 40. 40 • Domain • SSL Certificate • GoDaddy Landing Page
  41. 41. 41 • Download button • Different locations Landing Page
  42. 42. 42 • Contact • Analytics • Hotjar • Google Analytics Landing Page
  43. 43. 43 How to setup GA on your landing page • Create a Google Account or Use an Existing One. • Go to http://www.google.com/analytics/ and setup your Google Analytics account following the steps. • Create New Account for a website providing al required information. • A tracking code will be generated that needs to be added to your pages within the <head></head> tags. • Upload your website files and use GA Checker tool to verify that you have setup google analytics properly. • Advance tools, events, clicks, etc.
  44. 44. 44 • Templates • Static pages • Wordpress Landing Page
  45. 45. 45 Google Analytics - Quiz - Price Where do you need to add the tracking code in order to integrate GA on your landing page?
  46. 46. Product Hunt 46
  47. 47. 47 • Share and discover new products • Founded by Ryan Hoover in November 2013. Product Hunt
  48. 48. 48 • Submit products • Linear format • By day Product Hunt
  49. 49. 49 • Comments • Voting Product Hunt
  50. 50. Product Hunt 50 Although many products submitted to PH won’t make it to be featured, these are some of the benefits of getting featured: • Getting early adopters to use your product • Getting feedback from the community • Possible media coverage (interviews, blog posts, talks) • Investors might show interest on your product • The PH top 5 will be highlighted in the next day’s Product Hunt newsletter that goes out to hundreds of thousands of people.
  51. 51. Product Hunt Post 51
  52. 52. 52 • Be active in the PH community before launch • Upvoting/commenting other products • Spend time on the platform • Connections Product Hunt
  53. 53. 53 • Create PH Account • Personal • No branding • Bots out of the site Product Hunt Account
  54. 54. 54 • Upvotes • Early votes as soon as you launch • Comments and discussion • Influential users • Clicks to your site • PH automatically boosting your product Product Hunt Algorithm
  55. 55. 55 • 1 week • Bypass waiting period • Landing page ready • Click the top “Post” button Product Hunt Before Publishing
  56. 56. 56 • Landing page • Download link Product Hunt Post - Link
  57. 57. 57 • Name • Tagline • Link/Additional • Topics • Status • Publish Product Hunt Post - Info
  58. 58. 58 • 5-10 images • Youtube link • Product icon (GIF) • Catchy Product Hunt Post - Media
  59. 59. 59 • First comment • Tweet your post launch • Talk to your friends about the launch • Share it on other social media platforms • Reply questions and comments • Be present on the day launch Product Hunt Post - Launch
  60. 60. Product Hunt - Featured 60
  61. 61. Product Hunt - Impact - Day Before After 61
  62. 62. Landing Page 62
  63. 63. Firebase - Analytics 63 Active users from being PH Featured
  64. 64. After launch in January 64 • I’ve been also contacted by a potential investor interested on knowing more about Filma • Caught the attention of AMC channel to be on their Morning Show NewsWatch to showcase the app. • Offered to do this talk ☺ 🙏 • Interview for USTechTimes • Blog posts referencing Filma
  65. 65. Product Hunt - Featured 65
  66. 66. 66 What’s next ⁃ PRs, Reach tech blogs, mail list, prepare tailored emails to each of them, sell a story and make it easy for them to just copy paste and publish. ⁃ Apple Search ads ⁃ Google ads (Youtube ads) ⁃ Famebit (from Youtube) ⁃ Social media like Instagram/TikTok/Youtube ⁃ Interviews, videos, talks
 - Quora (interesting tool)
  67. 67. 67 PH - Quiz - Price What can you add to your product post apart from a set of images?
  68. 68. 68 Example of promo video
  69. 69. 69 Finishing up •Have a good idea. Do research and find if it’s a trend, lack in the market or if the existing ones could be much better. •Make a good product out of it. •Use analytics to know what your customers really need •Prioritise based on feedback, analytics and competitors reviews •Connect with social media and use nice and catchy images and videos for marketing. There are plenty of online tools to do this. •Try Product Hunt but be ready before launch with a Landing Page and SSL certified domain, media pack to promote your product and good looking presentation •If it fails -> learn from mistakes -> try again with a next iteration/idea
  70. 70. 70 Thank you @miguel_ios @filma_app

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