The science of App Marketing in the Age of Instant Gratification
As the main source of growth in the economy continues to shi away from mining investment, Australia is taking advantage of a booming global app economy. At Appster we’ve had over 14,000 initial consultations with entrepreneurs and companies around the world to help bring their ideas to life. With over 1.5 million apps on o er for Android users and 1.4 million available in the Apple Store, the need for a robust marketing strategy to ensure you stick out from the crowd has never been greater.
If you build something, will they come?
As users become more sophisticated and tech-savvy, they are on the lookout for apps that are relevant to their daily lives and in today’s age of instant grati cation user experience testing and market validation are two key areas which with the proper attention invested, will ensure your idea stays on track to achieve its desired outcome.
When it comes to user experience (or UX) testing, make sure you analyse the user journey; examine how users are behaving and how they are moving through screen to screen. A common error is to have a high value feature buried too deep within the app where the user will never encounter it. In light of this, you can then reassess and deliberately push users through each segment of the app to ensure they are being rewarded and grati ed with a high value experience. If users aren’t getting instant grati cation, they won’t think twice before dumping your app. Our studies show that 90% of apps that go to market without a strong and robust validation methodology or without a strong UX strategy are o en deleted a er rst use. Users are becoming more and more impatient and placing high value on their time than ever before.
Challenge assumptions and be open to pivoting
At Appster we get involved from a technical co-founder perspective, meaning we collaborate with our clients to determine the vision for the app, what it is they want to achieve and then we work backwards from there. Rather than focus on the semantics of individual outputs such as features, branding and screen colours, we focus on the outcome. Be open-minded to the possibility of pivoting your idea to ensure that users are able to achieve the desired outcome. 75% of our clients make some kind of pivot to their idea, whether that is tweaking the functionality, the design or monetization strategies. You’re setting yourself up to fail if you’re basing your idea on assumptions. To insure against this risk, insights and decisions should be data driven. Implement a model which allows for clients to make alterations and tweaks even if the end result is slightly different from your original vision. Allowing this flexibility will ensure that you achieve the outcome that customers are looking for and it provides users with an enhanced experience.
For free or not for free?
When it comes to price consideration, it will vary from case to case as there isn’t a single formula you can apply. In some cases a combination of free and premium content can be the best solution. O er a free version to get early adopters on board, and then provide premium content with a price associated to it. Test the acceptance in the market and always be prepared to pivot, for instance a er your initial release (once you’ve been able to obtain some data insights), you may discover that some customers are prepared to pay for premium content. In light of this, be realistic with your monetization strategy. It’s a long way to a million dollars if you’re expecting to get 99c for every download!
App Store Optimisation – make or break
App Store Optimisation will be the make or break of your app. ere is a direct correlation between the rating of an app and the number of downloads it attracts. Take into account all variables – the handset device, platform version, RAM capabilities, Internet connection type, and even battery usage levels to ensure these are all optimised for your App. If a customer is using an obscure combination of the above, it will ultimately lead to a poor user experience and therefore a negative review. At Appster we help determine what combination your market segment is most likely to use, then we suggest validating, testing and if there is a speci c combination that is resulting in less-than desirable e ects then disclose this on the App Store. For example, say that if a customer is using an obscure handset brand with an out of date version of the Android platform then that combination may not achieve the optimum experience. Understanding this data and proactively announcing it safe-guards you from attracting a poor review.
In today’s data-driven Digital Age, assume nothing, test everything. You’ve harboured this vision for your idea, you’ve been living and breathing it, now be open to being challenged, accept that the journey is never a straight line and that it is perfectly OK to pivot. Vincent De Stefano is the Head of Global Sales of Appster, a leading mobile app and product development company with o ces in Melbourne, India and San Francisco.