Tag Archives: App Promotions

App Store holiday updates are coming - Update app icon & screenshots to match.

Holiday App Update – Position Your App for Success This Winter

The holidays are a prime time for developers to update their creative assets on the App Store and Google Play. As we approach the end of the year and the impending App Store shutdown, be sure to take the time for a quick app update in this busy season – it can ultimately be worth a lot.

App icons and screenshots have been an integral element of conversion optimization ever since the App Store first debuted. Having a crisp, appealing and evocative app icon can make all the difference when users browse through the App Store’s home and search pages. After all, there are millions of apps out there, so yours should stand out.

Similarly, screenshots are crucial for converting users and communicating the core features of your app. As you update the features of your app, you can also update your screenshots to communicate those new features to your users quickly and efficiently.

As the holidays approach, developers have multiple opportunities to update both the features and the presentation of an app in the App Store.

Many app developers choose to implement new features or promotions over the holiday season. Shopping apps, for example, often run deals or promotions. Many games run specials on in-app purchases, or create unique events that have users coming back to the game. See Pokémon GO’s Halloween update, for instance.

When your app runs a promotion for the holidays, it is a crucial moment for increasing conversion and bringing back lapsed uses who dropped off of your app. This, coupled with the excess of free time around the holidays, makes the winter period perfect for drawing users in.

You will want to broadcast your promotions loudly – Use your screenshots to show off your promotion with an updated image featuring both a picture of the promotion and a quick text callout drawing users to it.

Even if your app is not undergoing a holiday-specific update, it is still in your best interest to update your app’s icon for the holidays. This has several effects. First, it shows users that you are on top of updating your app. When users download an app, they want to know that it will continue to be supported into the future.

Second, this opens you up to any promotions that Apple or Google may run over the holiday period. Oftentimes, apps that have relevant features are promoted around holidays. Dating apps, for example, get the spotlight around Valentine’s Day. Travel apps, shopping apps and games are just a few of the types of apps that are more likely to be promoted around the holidays, so update your icon to a holiday version to show Apple and Google that you’re doing all you can to get the holiday spotlight. After all, your users aren’t the only ones who want to see that your app is still being updated; Apple and Google tend to promote apps that get more frequent updates, too.

With a simple update to your icon and screenshots, your app can find new life over the holiday season.

mobile app promotion

5 Steps For App Launch Success

You’ve spent months, perhaps even years, developing an app that you know is the best thing since sliced bread.

Your team has poured heart and soul into this project and cannot wait until launch day.

However, without an effective pre-launch strategy for your app, it will more than likely flop.

To be sure your app launch goes swimmingly, follow these top 5 steps for app launch success and mobile app promotion.

1. Begin Marketing Early

Many app developers wait to market their product when their launch date gets close.

This can turn into a major mistake as they are wasting valuable time. Ideally, the marketing of an app should start when development begins.

From day one, you should also begin to develop a marketing strategy and implement it as soon as possible. Experts suggest viewing your marketing efforts as a crescendo; something that will start out small, grow over time, and peak with the release of your app.

It’s never too early to start building a loyal fan base for your app.

2. Consider Exclusivity

You can create a buzz around your app if you choose to focus on word-of-mouth marketing.

For example, Spotify started in the USA by invitation only. The exclusivity of Spotify got people talking about this app and got people sharing it. This strategy ensured people wanted it and made people feel important if they had it. Spotify’s creators lit a match and sat back to watch the world catch fire with their exclusivity.

You could do the same with your next app.

3. Make Sure Your App is Optimized

If you want your app to be found, you need to optimize it to be found in the app store. If your potential audience cannot find your app, it is worthless.

Make sure your app has keywords in its title to help it be found as well as relevant keywords placed in its description. This marketing step is so important that app development companies have added app store optimization as a step in the development and marketing process.

4. Incorporate Calls to Action on Social Media

Another key to increasing your user base will be to include social calls to action within your app.

Many existing apps have found clever ways to do this. Users can post their game progress or newest virtual fashion accessories they have developed on their Facebook page or they can share the route they took on their morning jog and how many miles they conquered.

Building a social action call into your app will create free marketing for you. Friends and acquaintances on social media platforms will see your app posted on a page and want to find out more.

Many people also enjoy an app more if they have the ability to share something they have done with it on a social media platform.

5. Get Beta Testers

Along the same lines as exclusivity and word-of-mouth is beta testing. Select some users to get on board with your app early and grant them beta testing rights.

Not only will this step give you feedback before your app is released to the general public, but it will also help spread the word about your app’s release and help build excitement about it.

Having exclusive beta testers can make other potential users want your app even more as people always want what they can’t have yet. In addition, people want to be able to say they were a beta tester for the greatest new app or that they got in on the ground level when an app hadn’t even been released to the public yet.

Beta testing is a way to not only add more users but also to build a base of loyal users.
While you may want to focus solely on your app development and not touch its marketing until closer to the launch date, you need to start now and incorporate the aforementioned steps into your app development. Doing so will make it more successful in the long run by builder a larger, more diverse, and loyal fan base.

How to Get Users to Download Your App

How to Get Users to Download Your App

Acquiring mobile users is critical for new apps – as new apps need enough data to see how users are using the app and optimize in-app items, loops, gamification elements and notifications.

For established apps, acquiring users helps app store rankings which results in more downloads.

From games to shopping apps and everything in between – we all want more users for our mobile apps.

Here are five simple and cost-effective ways you can increase your app downloads:

Localization

Localizing your app (making it relevant to varying locales) is a great way to help increase downloads.

There are several ways you can localize your app, increase downloads, and acquire users worldwide.

One of the easiest and most effective ways to do just that is to make the app listing accessible in a variety of languages.

You can do so by translating your app title, keywords and description into a variety of popular languages such as Simplified Chinese, Spanish, French and German.

Combine this with:

- using locally-relevant keywords in your description

- declaring required permissions

Localization of an app listing is one of the proven ways for many mobile apps to increase app downloads and improve their mobile user acquisition in non-English speaking countries.

Free for a day app promotion sites

With 1.5 million apps available in both Apple and Google app stores, any opportunity to stand out can pay huge dividends.

News flash – consumers love free stuff.

That could be paid apps that are free for a day, or even a free in-app item like a special virtual good or removing ads.

Capitalize on this opportunity and spike app installs by promoting to your list of customers and prospects, or partner with one of the many app promotion sites.

Managing your own promotion is as simple as changing the cost of an in-app item or your app and sending an email.  Bonus points if you use deep links to send clicks to an in-app landing page.

If you don’t have a list to promote to, services like AppsGoneFree, AppGratis and can drive 10k’s if not 100k’s of new users to your app.

The giveaways will boost your download numbers and organic app store rankings, and is likely to work well in conjunction with the other tips in this article to help make your app more popular in the long run.

A/B test your creatives (Icon and Screenshots)

Apps that have well designed and distinct icons, as well as informative, relevant screenshots are more likely to be downloaded than those that are confusing or complicated

App users want to see what it is they are installing – even if free – and rightly so.

To ensure that the app listing creative elements of your app are as strong as the app itself,  and communicate the correct message (features/benefits), consider a focus group and running A/B tests on a portion of live traffic.

Simply – your app icon is the first thing a user sees, the more appeal it has, the higher the likelihood that it will be download.

A/B testing allows you to decide which designs resonate best with users and aid in your mobile user acquisition.

For more on focus groups and A/B testing – check out our resources here.

Guest post/Partner with niche influencers

While not every blog will write articles about your app that convert into app downloads, a guest spot on a relevant blog or other social channel can provide a spike in users without any spend (other than time on outreach and content).

With costs per install exceeding $2, and relevant coverage providing a long-term asset, activating a influencer network is a growing component of app marketing.

Seek out niche influential blogs or social channels (think Youtube, Instagram, Pinterest) relevant to your app and offer to write a post on how your app solves a problem for their audience, or whatever angle makes sense for your app and the channel.

A common strategy for building a social channel is partnering with others with similar audiences and audience sizes to share and cross-promote content – resulting in a building of both audiences.

It may make sense to develop your own channel when reaching out to relevant influencers so that you are offering content that is interesting to their audience, while building your own direct path to communicating to those via a larger audience on your own channels.

Run a Cost-Per-Install (CPI) Campaign

Of course we know buying installs is always an option, but the real goal is the acquire mobile users that have a high lifetime value (LTV) compared to the cost per install.

Goal = LTV > CPI.

Simple in theory, harder to achieve.

By combining an ongoing investment in app store optimization with a CPI campaign, the organic lift as a result of the ASO can essentially subsidize the cost of paid installs.

Not only do mobile users acquired via organic app store search produce higher LTVs, but rankings achieved organically provide a long-term advantage over apps that burst their way to a short-lived top.

Dave Bell goes into more in this guest post for Venture Beat.

acquisition_cost

To get your CPI campaign going, consider running a campaign on Facebook and other networks that provide tools for advanced targeting by user.

All 5 of these strategies for acquiring new mobile users starts with a solid foundation, an optimized app store listing for better visibility and maximum conversion.

Learn more about how Gummicube can help you build your app store presence here.

Evaluating an App Marketing Promotion Company

Evaluating an App Marketing Promotion Company

With more than 1.5 million apps on each of the Apple and Google app stores, building a plan for visibility for your app is essential to a return on your investment.

Since the majority of mobile app downloads come from app store search, a mobile app marketing plan should start with optimizing for organic discovery in the app stores.

App marketing strategies that include app listing metadata, optimized creatives, ratings and review acquisition and even in-app retention and engagement are collectively generally referred to app store optimization or ASO.

ASO is often, mistakenly thought of as “finding keywords” for an app’s app store listing. This limited approach is still employed by some app marketing companies, but is not the comprehensive approach needed to compete and thrive in the app stores.

What follows are the building blocks of a mobile app marketing plan that an app marketing promotion company should be required to deliver.

Build Metadata for App Store Listing for both Apple’s App Store and Google Play

The metadata in an app listing includes the app name and description, a keywords field for Apple and a short description for Google Play. These fields impact how your app is indexed by Apple and Google, which determines which search results your app appears.

The goal should be broad coverage of extremely relevant search terms.

There are three primary tool for defining and measuring what is relevant and existing coverage of these terms:

1)  Historical and trending app store data

App store data provides insights to how have users searched the app stores for related apps, similar features and benefits, and what is currently trending.

We have written about this extensively, how users search the app stores is very different from how users search the web.

2)  Focus groups

Focus groups can provide both quantitative and qualitative feedback on your app’s features and benefits, which resonate best with your target audience and how they would search for these features in their words.

3)  App ranking analysis for relevant phrases

How your app ranks for specific search terms and phrases can tell you a lot about how the market is reacting to your app for that term.

Your app could be the very first result for “Free Zombie Game”, but if it is a flashlight app, conversions from users seeing your flashlight app result when searching for zombie games will be extremely low.

This signals Apple and Google that your app is not relevant to the search, and they will drop you in the rankings for that search.

Relevance matters to users, and is easily measured in app stores by conversion rates.

Note that there are several factors that go into not only the indexing but ranking of an app, but conversion and ranking provide clues as to how the market is reacting to how you are positioning your app.

Tested and Optimized Creatives

The icon, screenshots, video and even order of the screenshots can have a surprisingly huge impact on app installs. Testing these creatives with a target audience – ideally a focus group – should be part of any app marketing promotion company offering.

This is a chance to not only test a wide range of directions without affecting actual downloads, but also provides a channel for receiving qualitative feedback.

One design, color scheme, or text on a screenshot may perform much better or worse than others – the data tells you this.

Qualitative data provides access to why, giving the publisher (and designer) a chance to better understand their target audience and adjust designs before publishing.

Even when testing minor variances in icon design, or the text used or order of screenshots on a published app store listing, publishers can see 100%+ improvements in conversions.

Google Play provides multivariate testing to Google Play app publishers (Apple does not), which allows for experimenting with smaller changes on a subset of app store traffic to try and attain statistically significant, incremental improvements to conversions.

Produce Measureable Results

Companies have different goals for their mobile apps. No matter if your goal is a measurable ROI, more emails, better engagement with your brand, customer service or anything else, goals should be defined and measurable.

App promotion companies that deliver measurable results generally assist with defining and testing differentiating features of an app, help acquiring ratings and reviews, advise or build a strong presence outside of the app store and more.

You can read more on our approach to app store marketing here, or request a demo on how Gummicube uses app store data to grow our clients’ mobile portfolios.

Mobile Apps Marketing

Improve Your Mobile Apps Marketing with App Store Intelligence

A Simple Strategy to Increase CTR and CRO on Paid Campaigns

The costs associated with user acquisition campaigns are increasing.

Cost per install is up at least 30% year over year.

A larger percentage of advertising budgets are moving to mobile – with forecasts predicting more than quadruple the spend – from $40b globally in 2014 to $169b by 2018.

Locating cost-effective user acquisition channels is one of the primary challenges of mobile apps marketing teams in 2015.

With a focus on:

  • increasing click through rates of ads (CTR), and
  • increasing conversions (CRO)

…more new, relevant users will install your mobile apps per dollar, driving down the cost per new user and opening up more channels for user acquisition.

Mobile Apps Marketing Starts with Mobile App Store Data

By monitoring real-time trends in the Apple App Store and Google Play, marketers can adjust the calls to action of their ads for better click through rates.

Our App Store Intelligence tells us that the vast majority of App Store searches are for 2+ word phrases, and are “features” related.

Relevant, trending search phrases help marketers emphasize or prioritize these “frequently searched” features in their ads and copy.

An example could be creating advertisements and calls to action around installing the most beautiful “Photo Album” app, when the trending data in the Apple App Store and Google Play shows “Photo Book” is a much more frequent search phrase.

Targeting the exact words the market is using to refer to the features of your mobile app can even provide a new stream of ultra-relevant impressions – with ads speaking in the language your prospective users are using.

Use Behavioral Inputs

While A/B testing ads is fairly easy (if costly), A/B and Multivariate testing in the Apple App Store and Google Play is not easy or not possible for some elements.

Which ad, copy, icon, screenshots, description, video or app name inspires action?

Testing not only your ads and CTAs but your other app elements with relevant end-users in real-time, on their mobile devices can provide actionable insights to spike conversion rates.

Cheap impressions are as useless as irrelevant downloads.  

The modern mobile app marketer wants relevant impressions. Users who will install the app and continue to engage. Who are likely to have a high lifetime value.

Better CTR, CRO and more DAUs! OMG…

Tap into Apple App Store and Google Play search data to improve your CTRs with ultra-relevant calls to action.

Monitor trending search data to focus on new phrases and features to target.

Ask relevant users what encourages them to click or install in real-time, on their devices to save your ad budget, and get you to what works faster.

Our partners are able to optimize their campaigns and increase their daily average users by focusing on how, what and why prospective users are searching for and finding mobile apps.

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