The sci­ence of App Mar­ket­ing in the Age of In­stant Grat­i­fi­ca­tion

Business First - - TECHNOLOGY -

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.

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