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8 Tips to Get Your Killer App Found_Eye For Travel

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Eye for Travel asked me to share tips on how TripIt succeeded in driving millions of app downloads. I presented this at the Eye for Travel Distribution Conference in Chicago in September 2013.

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8 Tips to Get Your Killer App Found_Eye For Travel

  1. 1. 8 Tips to Get your Killer App Found Heather Forsythe heather@tripit.com September 23, 2013 Eye For Travel  Distribution Summit
  2. 2. • 900K apps on the iPhone app store alone (6/13) • 71 apps downloaded per device lifetime • 41 apps installed on a given device • 11 apps downloaded per year on a device • 15 apps used regularly 2 There is intense competition for app downloads
  3. 3. In 6 years TripIt has grown to 9 million users… 3
  4. 4. Looks great, functions well, pleasure to use, intuitive, minimizes battery drain and data usage, kept fresh with updates and enhancements… Tip #1: Most important, create a great app that delights … and fulfills a need for the user 4
  5. 5. Tip #2: Ongoing effective PR has been one off our biggest drivers of awareness … and downloads 5
  6. 6. • Mario Armstrong + CES = Today Show = 250% more mobile downloads • JD Andrews + Facebook photo of the week = 200% more “likes” • @ThePointsGuy + #TwitterChat = Trending on Twitter Influencer engagement adds up…
  7. 7. National network TV Airport TV Airport Wi-fi (ads for access) In-flight video In-flight print Post-flight online retargeting Tip #3: Surround the traveler to build brand awareness 7
  8. 8. Tip #4: Pay close attention to your app store listings 8 • Name • Icon • Description • Category • Ratings (3.5+) • Being a Featured App or Editor’s Choice really makes a difference Signups via Android
  9. 9. Tip #5: Identify and Leverage Brand Advocates to Spread the Word 0-6 7-8 9-10 Suggest improvements Share video Share a story Join Cloud 9
  10. 10. Tip #6: TripIt has used PPC for consistent level of acquisition…but it’s getting more competitive 10 CPA Trend
  11. 11. Tip #7: Know you LTV – test and learn
  12. 12. SAMSUNG - distribution Tip #8: Partnerships and co-marketing (barter!) drive awareness and downloads 12 CLEAR - barter
  13. 13. • Do you want global downloads? • Which platforms (iOS, Android, other)? • Launch and app update timing – be aware of what else is happening then • Pick multiple categories that suit you (travel and….) • Pricing – free or paid/subscription Other things to keep in mind… 13
  14. 14. Heather Forsythe heather@tripit.com heforsythe@gmail.com @MsAdventurous www.linkedin.com/in/heatherforsythe 14 Questions?

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