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The First 30 Days Of A Mobile App
September 25, 2015 | Rajat Garg, Founder, Shimply.com

The First 30 Days Of A
Mobile App

My Background
• Stanford Alumni, ex-Amazon
• Built SocialAppsHQ used by 1.6 m businesses
• Built Mobile Apps that were downloaded by 6.5 million users –
Mobile Number Locator, Navigale, Religion Apps, Music Video
Apps etc.
• Currently running Shimply.com

Mobile Ecosystem = Web Ecosystem
• Google controls Mobile ecosystem more strongly
• In India, Android is used by 90% of users
• Iteration is not easy as you have to ask users to download the app again

Build a High Quality App to Start With
• Every new app is given a certain amount of visibility by Google
Play and future visibility is a factor of downloads & user
interaction.
• User Interaction is a mix of –
– Frequency of interaction
– Uninstall
– Rating

Why First 30 days matter?
• If your app does well in first 30 days, your average number of
downloads per day will be far more than if it didn’t do well in
those 30 days
• One of our apps climbed to #2 spot in Top New Releases chart
and got 45K downloads/day. After 30 days, it still got 8-9K
downloads/day for several months.
• When re-launched, it didn’t do well in first 30 days and highest
number of downloads were 5-6K. After 30 days, it received 1K
downloads/day.

Keywords Matter
• Fiksu research shows that 75% of downloads are
driven by user search
• Searches are usually utility driven or brand driven
• App Title = Main Keyword e.g. “Online Shopping
India”, “Online Railway Tickets” etc
• Brand Name can be a subtitle
• App title should not be changed very often as it
will attract penalty
• Description – write a catchy description with
relevant keywords baked in

Logo Increases Click Through
• Use strong Colours
• Add Your company name or
Main keyword in logo so that
it’s easier for user to relate to
• 5-10% uplift in users visiting
your app from search page
Brand Recall
Attracts user attention

Screenshots and Videos
• Beautiful and clear screenshots help
in convincing users to download
mobile app better
• Videos don’t seem to have
incremental effect at least in India
but you should have it. Why? You
can use Youtube analytics to get an
idea of your traffic

Freshness of your App
• Updates to your App & its downloads is an indicator to Google Play
that app is useful.
• All things bring equal, freshly updated app usually ranks higher in
keyword searches.
• Keep your dev cycle short and update the app to resolve bugs (a major
reason for uninstall). 5-6 updates should be done in first 30 days.

Topping New Releases Chart
• Our app ranked 2nd for 3 days and we
averaged 45K downloads/day
• Once you receive 500-700 downloads per day
in first 3-5 days, you will start to show here.
• Start your ad spend on launch and drive as
many downloads as you can
• Organic downloads will lower your app install
costs
• Release updates often (but not unnecessarily)

Rajat Garg (CEO)
rajat@shimply.com
+91 995 808 3052

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