Marketing For Mobile Apps - Tips And Tricks.

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Here I present some tips and tricks on how to more effectively market your app. This includes learnings from my company Native Tongue which makes language learning game apps. This was presented at Product Camp Sydney on 24 November 2012. Visit http://nativetongue.com for more info.

Update 3 Dec 2012:
- Added links to articles on A/B testing to provide more context
- Added links to "study app icons" to make it easier to find
- Uploaded as PDF doc so more people can view download (previously was keynote file).

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  • Marketing For Mobile Apps - Tips And Tricks.

    1. 1. Marketing For Mobile Apps - Tips & Tricks Matthew Ho, CEOMonday, 3 December 2012 1
    2. 2. Intro • My company is Native Tongue. • We make language learning fun fast and effective • Our apps: Mandarin Madness, Spanish Smash, English Eruption, LP Cheat • 12 apps in app store: iOS, Google Play, Amazon Kindle Fire, NabiMonday, 3 December 2012 2
    3. 3. Rule #1 • There are no tricks • Just blood, sweat and tears • A year of learningMonday, 3 December 2012 3
    4. 4. Why did you download your last app?Monday, 3 December 2012 4
    5. 5. Content 1. App icon 2. Screenshots 3. Reviews & Ratings 4. App store assets 5. App store optimisation 6. Analytics 7. Translations 8. PRMonday, 3 December 2012 5
    6. 6. Many products competing for attention. Why will your product stand out?Monday, 3 December 2012 6
    7. 7. 1. App icon designMonday, 3 December 2012 7
    8. 8. Monday, 3 December 2012 8
    9. 9. Instantly recognisableMonday, 3 December 2012 9
    10. 10. App Categories • Icon is first thing that a consumer sees • Displays icon, ratings, name, price • Consumers are attracted to visually appealing iconsMonday, 3 December 2012 10
    11. 11. Wunderlist • Design - texture, colours, red banner, star, 3D effect • Stands out visually and can be recognised • http://dribbble.com/shots/114537-Wunderlist-IconMonday, 3 December 2012 11
    12. 12. Look at icons on dribbble http://dribbble.com/shots/150614-Boxing-Glove-iPhone-Icon http://dribbble.com/shots/200993-Boxing-Glove-App-iconMonday, 3 December 2012 12
    13. 13. iOS icons • iOS automatically: • Rounds corners • Adds gloss. • Can opt for no gloss and add your own • See Apple’s Human Interface Guidelines • http://developer.apple.com/library/ios/ #documentation/userexperience/ conceptual/mobilehig/IconsImages/Monday, 3 December 2012 13
    14. 14. Tips • Stand out visually in a sea of apps • Don’t need words • A/B test app icons • http://iteratingfun.com/post/26646957216/ab- testing-your-app-icon • http://blog.kissmetrics.com/mobile-app-ab- testing/Monday, 3 December 2012 14
    15. 15. Tip: Study app icons • Study popular app icons on: • app store (look at top app categories) • dribbble.com (http://dribbble.com/search?q=app +icons) • scoutzie.com • How does it stand out? • Consider the overall design of the appMonday, 3 December 2012 15
    16. 16. 2. App Store ScreenshotsMonday, 3 December 2012 16
    17. 17. Monday, 3 December 2012 17
    18. 18. Bravo (Temple Run) Uses text annotations to describe featuresMonday, 3 December 2012 18
    19. 19. Epoch by Uppercut Games (made in NSW, Australia!)Monday, 3 December 2012 19
    20. 20. iOS search results displayMonday, 3 December 2012 20
    21. 21. Monday, 3 December 2012 21
    22. 22. iOS6 mobile app store • Change in iOS6 app store search results presentation • Previously: stacking the apps up. Vertical scroll. • Now: visual card style. Horizontal scroll • First screenshot is even more important • Consumers can decide based on imageMonday, 3 December 2012 22
    23. 23. Tips • Study what works for the top apps • Communicate unique value proposition visually • Tell a story with the screenshots • 1st image is very important • Can display 5 screenshots on iTunesMonday, 3 December 2012 23
    24. 24. Tips • Use text annotations to communicate features / benefits • Consumers look at images first before app description • A/B test images • Process of constant improvementMonday, 3 December 2012 24
    25. 25. 3. Ratings & ReviewsMonday, 3 December 2012 25
    26. 26. What influences you when you buy from a vendor on ebay?Monday, 3 December 2012 26
    27. 27. Need to be 4 or 5 star appMonday, 3 December 2012 27
    28. 28. 3.5 stars doesn’t cut itMonday, 3 December 2012 28
    29. 29. Monday, 3 December 2012 29
    30. 30. Monday, 3 December 2012 30
    31. 31. Request ratings • Typically bell curve distribution -1 or 5 star ratings • Request ratings from users • Could be 5 plays or 50 plays • Get more 5 star ratings from people that love your app • Use Appirator (http://arashpayan.com/blog/ 2009/09/07/presenting-appirater/Monday, 3 December 2012 31
    32. 32. Customer feedback • Have a way for people to contact you - send you their questions / feedback • Listen to app store reviews • Post feedback online - facebook, twitter, blog • Post positive AND constructive feedback • Address constructive feedback • Turn negative reviewer into an advocateMonday, 3 December 2012 32
    33. 33. 4. App store assetsMonday, 3 December 2012 33
    34. 34. Monday, 3 December 2012 34
    35. 35. Video has 5,500 viewsMonday, 3 December 2012 35
    36. 36. Google Play Assets • Hi-res app icon • Screenshots • Feature graphics • Promo graphics • Video • http://xayin.com/thisisatest.htmlMonday, 3 December 2012 36
    37. 37. Monday, 3 December 2012 37
    38. 38. 5. App Store OptimisationMonday, 3 December 2012 38
    39. 39. Optimising name & description • App name • 11 - 14 characters incl spaces will display on iTunes app store • Relevant keywords • Do you appear in search results? • “Mandarin Madness” to “Learn Chinese with Mandarin Madness”Monday, 3 December 2012 39
    40. 40. App Store Description • Elevator sales pitch • First two lines are critical • Keyword density • Reviews from articles, prominent people • Separate paragraphs with symbols e.g ****Monday, 3 December 2012 40
    41. 41. http://www.apptamin.com/ASO_Cheat_Sheet-v2.2.pdfMonday, 3 December 2012 41
    42. 42. More resources • http://copyhackers.com/2012/06/how-to-write-an- app-store-description-for-itunes/ • http://www.quora.com/What-are-some-tips-for- writing-amazing-App-Store-descriptions • http://www.apptamin.com/blog/optimize-play-store- app/ • http://www.internetmarketingduru.com/app- marketing-how-to-write-a-killer-mobile-app- description/Monday, 3 December 2012 42
    43. 43. 6. Analytics is your friend • In-app-analytics: Flurry • Sales analytics: App Annie, Mopapp, App figures • App Annie: iTunes feature listings & daily email report of salesMonday, 3 December 2012 43
    44. 44. AppAnnieMonday, 3 December 2012 44
    45. 45. Mobile Metrics • Retention rate • # of sessions (weekly vs monthly) • Time spent per session • Comparison to industry averages in Flurry • Upsell rate (dropbox 4%, evernote 3%)Monday, 3 December 2012 45
    46. 46. 7. Translations • Not all app stores are in English • Your customers might not understand English • Need to translate your app description & in app text to multiple languages • Use gengo.com for human powered translations • From 6 cents (basic) to 17 cents (professional) per wordMonday, 3 December 2012 46
    47. 47. How we use Gengo.com • Native Tongue is a language learning company • So we choose professional translation: • Translator passes higher level of language testing and proof read by 2 translators • API for string text (translate directly from website or app without manual effort) • Can do 30+ translations from English • 1 day deliveryMonday, 3 December 2012 47
    48. 48. 8. How to get PR • Journalist don’t usually write about one app • Write about segments of apps • Introduce yourself to journalist • Targeted and customised approach • Follow up articles about other appsMonday, 3 December 2012 48
    49. 49. Media kit • Media kit can contain: • Product pics: app icon, screenshots • Photos of “everyday” people using the app • Company logo • FAQ & press release • Enables journalist to have the info and assets they need for an articleMonday, 3 December 2012 49
    50. 50. http://www.zillaapp.com/press/Monday, 3 December 2012 50
    51. 51. Mobile Marketing Meetup http://mobilemarketingmeetupdec2012.eventbrite.com/Monday, 3 December 2012 51
    52. 52. How to contact me • Matthew Ho, Native Tongue • Email: hello@nativetongue.com • twitter.com/inspiredworlds • Personal blog: http://inspiredworlds.comMonday, 3 December 2012 52

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