I love cooking and therefore I’ve subscribed to a number of recipe websites. Every day I go through email digests on my smartphone to explore interesting recipes I’d like to try. Inevitably I click to view one or two that look appealing and am then taken to the mobile site. There is usually a banner giving me the option to view it in the app. When I initially clicked the link in the email, I hoped it would automatically open in the native app, but alas went straight to the app store. This is the crux of the deep linking issue. It’s annoying to view a recipe on the mobile site when I have the app installed on my phone, allowing for a better interface. Why didn’t the link detect that it was installed and forward me there automatically? No doubt, many who feel exactly the same way.
With an ever-more competitive mobile marketing landscape and rising costs of user acquisition, app developers would be wise to think outside of the box and consider alternative acquisition channels. Out of all options available, one is extremely powerful: the users you already have.92% of consumers believe recommendations from friends and family over all forms of advertising. Word of mouth marketing (WOM) is seeding a conversation. It’s about getting people to talk about your product with their friends, family, and social networks. While you can’t always control what people are saying about your app, you can make a reference point to frame the discussion.How do you encourage your customers to sell your app for you? User generated content, guerilla marketing, and referral programs are a great place to start.
In app metrics and analytics can provide so many new insights about apps and their users, but all too often developers struggle to convert that data into actionable information that help to improve their apps.
As Ted Nash from TapDaq puts it in his post,
“90% of developers use in app analytics, but only 5% of them know what to do with their data”.
This is shocking.
In this post, I will look at three basic analytics metrics that you can start acting on today to build a better product.
It’s no secret that social communities are at the heart of some of the most successful internet businesses in history. In April 2012, just 18 months after its initial launch on the App Store, Instagram was acquired by Facebook for $1 billion in stock and cash.It was an acquisition that generated a huge amount of conversation amongst tech communities, with many developers and entrepreneurs struggling to understand how a young company with $0 in revenue could justify such an enormous valuation.Instagram was just the start. In subsequent years, Facebook has gone on to acquire WhatsApp for $19 billion, and Snapchat has grown to a valuation of between $10 billion and $20 billion (depending on which article you read!).What is most admirable is the confidence which these business owners have in their communities. For example, prior to its acquisition by Facebook, it had been reported that Whatsapp rejected a bid of $10 billion from Google, whilst Snapchat rejected an acquisition offer from Facebook worth $3 billion.It’s clear that the valuation of these companies is not determined by their revenue. What’s far more important is the scale and engagement levels of the user base with in the product itself. Facebook understand this better than anybody else, and this is proven by the fact that Instagram is now probably worth 10 times what they bought it for.However, you don’t need to build the next Snapchat in order to generate significant value from a social community. Of course, everybody dreams of creating a billion dollar viral network, but I don’t think enough developers realise the value that a community could add to their existing product(s).
The IAC-developed Tinder app set the world of online dating on fire – resulting in an astonishing 50 million matches in 2014. Almost overnight, Tinder became one of the most engaging apps in the market – with the average user logging in 11 times and spending up to 90 minutes in the app each day. For a little bit of perspective, two of the app categories leading the way in engagement and retention – weather and news – see only 5% of Tinder’s weekly opens.App publishers everywhere had a lot to learn from Tinder’s success, but now it seems like there may be a few other lessons to be learned.
It’s never been easier to build and launch a mobile application, but it’s never been harder to make that application a success. With well over 1 million applications in both the iOS App Store and Google Play Store, discoverability has become a major challenge for developers. Ultimately, you now have to work harder than ever to make a living in the mobile ecosystem.
Sure, there are many challenges associated with app discoverability, and these are openly discussed across blogs, forums and events around the world. However, one issue which I don’t believe gets enough attention is how developers can manage the rapidly evolving expectations of consumers.
In this blog post, I am going to look at what users currently expect from mobile applications, the impact of pricing models on user reviews, and how developers can better manage their user feedback.
It’s a common misconception that publishing your app on the app store will give you all the visibility you need to drive downloads and virality. Although you can do a lot with app store optimization (ASO) – from selecting great keywords, to producing app screenshots and previews that grab user attention – your user acquisition strategy should also incorporate paid and viral tactics.We’re familiar with how paid acquisition works, but viral success on the other hand is a bit more elusive, mainly because there is no “one size fits all” formula. While some tactics for “going viral” may work for one app and not another, there are certain steps everyone can take to include virality into their acquisition strategy.
Competitive analysis is vital to any business – from “mom and pop” corner stores to mega conglomerates. The act of benchmarking and gathering data about competitors can help you adjust to the changes in your surroundings, position yourself to bank in on opportunities and prepare for eventual market threats. The app ecosystem is no different, and being a growing market it is particularly important to keep a close eye on competitors.
What exactly can you learn from conducting a thorough competitive analysis? Let’s go through a few topics that are key to your app success and see what type of insights you can gather.
Since the apparition of mobile applications, two app stores clearly shape the mobile app ecosystem. Of course, other stores are trying to grab a small bite of this delicious and promising market. However, the giant Apple iOS App Store and its sparring partner, the Google Play Store, are already far ahead and will certainly remain the leaders in the coming years.
Today, we count over 1.4 million apps in both of these two stores. And it won’t stop there. The number of apps will continue to grow, as the public demand will keep on increasing. Needless to point out that being an app developer is quite challenging facing the fierce competition. Getting an app found on the store is extremely tricky, especially if there is only a small budget behind it.
So what can be done to get more downloads? The answer is: a lot of things. From app advertising to social media promotion through public relations, app marketing includes multiple effective ways that can all be combined together into a powerful marketing mix.
Regardless of experience, we all make mistakes. When it comes to marketing your application, mistakes often lead to over expenditure and disappointing results. In this post we have identified the 9 biggest mistakes that developers often make when promoting their applications, and have put together some actionable takeaways on how you can avoid them.