From Android App to Killer App - How to Reach the Million-Downloads Milestone
8 Tips to Get Your Killer App Found_Eye For Travel
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8 Tips to Get your Killer App Found Heather Forsythe [email protected] September 23, 2013 Eye For Travel Distribution Summit
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Transcript of 8 Tips to Get Your Killer App Found_Eye For Travel
8 Tips to Get your Killer App Found
Heather Forsythe
September 23, 2013
Eye For Travel Distribution Summit
• 900K apps on the iPhone app store alone (6/13)
• 71 apps downloaded per device lifetime
• 41 apps installed on a given device
• 11 apps downloaded per year on a device
• 15 apps used regularly
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There is intense competition for app downloads
In 6 years TripIt has grown to 9 million users…
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Looks great, functions well, pleasure to use, intuitive, minimizes battery drain and data usage, kept fresh with updates and enhancements…
Tip #1: Most important, create a great app that delights … and fulfills a need for the user
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Tip #2: Ongoing effective PR has been one off our biggest drivers of awareness … and downloads
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• Mario Armstrong + CES = Today Show = 250% more mobile downloads
• JD Andrews + Facebook photo of the week = 200% more “likes”
• @ThePointsGuy + #TwitterChat = Trending on Twitter
Influencer engagement adds up…
National network TV
Airport
TV
Airport Wi-fi (ads for access)
In-flight video
In-flight print
Post-flight online
retargeting
Tip #3: Surround the traveler to build brand awareness
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Tip #4: Pay close attention to your app store listings
• Name
• Icon
• Description
• Category
• Ratings (3.5+)
• Being a Featured App or Editor’s Choice really makes a difference
Signups via Android
Tip #5: Identify and Leverage Brand Advocates to Spread the Word
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Suggest improvements
Share video
Share a storyJoin Cloud 9
Tip #6: TripIt has used PPC for consistent level of acquisition…but it’s getting more competitive
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CPA Trend
Tip #7: Know you LTV – test and learn
SAMSUNG - distribution
Tip #8: Partnerships and co-marketing (barter!) drive awareness and downloads
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CLEAR - barter
• Do you want global downloads?
• Which platforms (iOS, Android, other)?
• Launch and app update timing – be aware of what else is happening then
• Pick multiple categories that suit you (travel and….)
• Pricing – free or paid/subscription
Other things to keep in mind…
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Heather Forsythe
@MsAdventurous
www.linkedin.com/in/heatherforsythe
Questions?
