user testing ! qualitative testing
6 months before launch Goals: Gather 50-150 beta users you can talk to on a regular basis. Search for hooks (3 days of active use) & must-haves (3 weeks) Identify core product value.
user testing ! qualitative testing
6 months before launch Tools: ! Testflight (up to 1000 beta testers for free based on email address) Diawi PreApps (community of early adopters)
Originally, Mailbox planned to charge
$3 for the app, but that changed after its debut video attracted more than 1 million views. ! ! “We originated too much interest too fast,” Underwood said. ! ! So instead of charging on day one and potentially crashing its servers (which would greatly damage the brand), the team decided to make the app free but give people access at a slower rate.
The bandwagon effect “The bandwagon
effect is a phenomenon whereby the rate of uptake of beliefs, ideas, fads and trends increases the more that they have already been adopted by others.” (Wikipedia)
PR PERFECT EMAIL TO BLOGGERS:
SHORT & INFORMATIVE ! What is your app: 3 lines Why it is cool: 3 lines Link to App Store (generic > your landing page) Pictures Youtube video link (appears on Gmail) No PDF or word document ! Good timing: early in the week (avoid Apple keynote…) Great timing: newsjacking (ex: Lima during NSA scandal)
PR RESOURCES: ! Great guide
to PR: bit.ly/guidetopr List of blogs to get reviews: bit.ly/getappreviews ! TOOLS: ! BuzzSumo Little Bird / NeoReach PlaceIt
Build a great app (excellent
UI & UX) Use latest iOS innovations: iCloud, Game Center, Passbook, Apple Pay, Touch ID. Be universal: iPhone and iPad, EN/FR/ES/DE/IT iOS only Get in touch with Apple: 3 weeks before, at least. increase chances
App Store: ! - Keywords
in the app’s keyword set - Keywords in the app’s title - Nb of downloads on a specific period of time - Rating Google Play Store: ! - Total nb of downloads - App quality (engagement, uninstalls…) - Rating - Keywords - Nb of backlinks - Social proof (G+ & FB) Ranking algorithm RESOURCES: AppCodes, AppAnnie, bit.ly/asocheatsheet
LOCALIZATION After a week for
iPhone. (Study based on 200 apps, 2012 - Distimo) the immediate impact of adding the native language DOWNLOADS REVENUE
7 languages = 76% of
the market LOCALIZATION English, Chinese, Japanese, Spanish, German, French, Russian
REVIEWS Fight negative reviews. App
in the Air tactics: find them and change their mind: - look for the nickname on Google - naming convention: “jdoe” => search “doe” in DB - use country in search - use social apps commented by this user
“You can't share a URL
on Instagram or Snapchat Chat, but you can share a photo. We knew the novelty of screenshoting would be our biggest hurdle but also saw once people learned it became our A+ feature.” ! Josh Miller (Product at FB)
understand your users 1. Isolate
the most active users 2. Analyse their data, talk to them and find patterns. 3. Analyse the lest active users and find patterns. 4. Encourage active behavior 5. Optimize
understand your users Twitter: way
better results when 1/3 of the people you follow get to follow you back. Secret: 90% of users that engage in a conversation come back within the week, often several times per day.
gamification Foursquare Rivalry is a
great motivating factor, which is why the best online businesses have learned to harness it. Collecting points, chasing people in rankings and contributing to common results keep users engaged.
Create a habit Shopkick (in-store
discounts) Problem: most people don’t go shopping every day. Solution: redesign the app for a daily use to create an habit. So they launched a feed of discounts on the app and they focused on content. It may not be the core value of the product, but it creates habit and more people then open the app in store.