App Store Tips: The Road To The Emerald City
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Transcript of App Store Tips: The Road To The Emerald City
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Growing Your iOS App Business“The journey to the Emerald City”
Ryan Ruud Marketing Communications, W3i
@ryanruud on Twitter
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The Emerald City
App success = Emerald City
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The Wizard
The Wizard = Mystery of the App Store
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The Yellow Brick Road
We’re off to see the wizard. . .
There is a path and you’re not alone on your way to the Emerald City
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Along the way. . .
• Planning (Brain)
• Distributing (Courage)
• Engaging (Heart)
• Cashing in (Ruby Slippers)
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Planning
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What Type of App to Build
• Pick a category– App Store 20 total categories– Games
• Games 19 sub-categories - 15% of App Store
• Highly competitive
– Social– Niche
App Store Categories
Books
Business
Education
Entertainment
Finance
Games
Health/Fitness
Lifestyle/Medical
Music
Navigation
News
Photo
Production
Reference
Social Networking
Sports
Travel
Utilities
Weather
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Creating the Blockbuster
• It is harder to create a hit without a cowboy mentality surrounding you.
• Fail upwards. • Don’t create a bigger footprint and get trapped in your
own wealth.• It helps to be a little crazy, a little delusional.• Don’t be afraid to pivot.• Start with a lot of concepts, then start cutting.• Understand the human side of business.• Relentless focus on quality and creating apps that don’t
suck• Stop doing things that piss users’ off
– Hurry up and wait- Eliminate splash screens– Surprise and delight- Add those little things that impress
people. – Implementation detail- Never let them see how you made it– Design for everyone- Bejeweled versus Grand Theft Auto– Don’t be a jerk- spam
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Be Transparent
• Make it easy for users to find the answer– Added “Need to request a
refund?” and “How to disable in-app purchasing”
– Direct link in app via a “?”
– Additional disclosures in App Store Description
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Build in engagement
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App Store Optimization-ASO
• Icon: – Easy to recognize and tie to app– Consistent use (small and large icon)– Avoid trademark violations– Vector based
• Name– Describe utility of the game– Avoid special characters– Don’t use the device in name
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App Store Optimization-ASO
• Screenshots: – Take the time to make quality images– Capture images that best depict app– Don’t use device imagery (automatic
rejection)
• Description– First two lines most important– Simple, concise words– Match tone to game– Use copy to enhance credibility– Don’t include price– Maximize copy above the fold
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Distributing
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Predictable Distribution
Estimated download volume needed for Top 100 ranking:
App Store Position Est. # Downloads Needed
Top 10 ~50k-150k
Top 25 ~30k-50k
Top 25-50 ~17k-30k
Top 50-100 ~10k-17k
Sub 100 Free 100s-depending on category popularity
Once in the Top 50, Volume of organic downloads will increase significantly. -Source: AdMob, Inc.
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Dolphin Play Ranking
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How to Influence Rating
• Apply viral hooks in your app to encourage sharing
• Use in-app messaging• Develop a plan
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Driving Installs
• Public Relations– Apperang– Twitter– Networking
• Results:– 10 Media Mentions– 80+ In-coming Leads
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Elusive Apple Feature
• Mystery• Credibility &
Awareness• Demo at mobile
shows• Nag, ask questions• Luck
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Advertising
PPI Display Search
Pricing CPICost per install
CPMCost per impression
CPCCost per click
Cost per click ~.05-.15 ~.05-.30 CPC
Cost per install ~.40-.75 CPI ~.75-1.25 ~.75-3.00 CPI
Targeting In device Mass audience Key words
Saturation Yes No No
Predictable Yes No No
Game App Advertising US
*Seasonal price sensitivity
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Discounting
• Discounting can get you noticed
• App price trackers will promote
• Make sure price drop is ridiculous enough to get PR
Never say never. Mark Rein, VP of Epic Games-creator of Infinity Blade, "Folks we are NOT going to screw the folks who bought Infinity Blade at $5.99 by dropping the [price] only a few weeks after we ship!"
Just discounted price by 50%.
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AppAllStar – iOS App Calendar
iOS App Calendar
Promotional SiteCalendar Widget Single-day Widget
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Viral
• Getting more social– Ngmoco – launching
worldwide social gaming network
• Samsung’s Android phones
– Facebook’s single sign-in
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Capitalize on Holiday Demand
• Christmas is a head spinner— over 3X the traffic
• Watch out for the big guys like EA
• Don’t over analyze• Promote 4 days prior• App Store holiday lockdown• Demand for holiday themes
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Engaging
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Increase App Usage
• Plan. Who’s the audience? What is sticky for them?
• Plan for strong entertainment value• Give tips about use• Create a community• Collecting• Exchanging• Allow customization• Scoring-points• Create competition among friends
using visible metrics• Add fresh content• Give incentives for returning
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Reward Users for Coming Back
• Strategic reward schedules– Fixed interval reward
scheduling– Fixed action reward
scheduling
• Elements of Good Reward Schedules– Contingency– Response– Reinforcement
Re-enforcementTrade Nations
Fixed action rewardDolphin Play
Fixed interval rewardTrade Nations
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Alerts Are a Must.
Push Notifications• Maximum 3 times a day• Uses
– Tied to events or actions• Decay thresholds• Time thresholds• Maximum thresholds
– Social• Visitors
– Drive action and game progression• New Content/features• Discounting
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Compulsion Loops
• Tangle of social obligations
Eliminate ProGets users hooked and then asks them to pay
Bejeweled BlitzChallenge friends Farmville
Buy tractor, plow faster
Dolphin PlayDolphins need feeding
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Constant Updates
• Push notification keeps game top of mind
• Examples– Improve game play– Add fresh content– Add social elements– Fix bugs Pocket God
37 updates were released for the iOS version of the game as of February 23, 2011,
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Cashing in
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Game Balancing
• Having multiple options or routes to victory
• User can buy a quicker route
Smurf’s Village“…blatant attempt to push user into buying massive amounts of in-app currency.”
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16 out of 25 top grossing iPhone game apps are using in-app purchases
iTunes Top Grossing 03/31/2011
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10 out of 25 top grossing iPhone game apps are using the free-to-play model
iTunes Top Grossing 03/15/2011
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Free vs Paid
October2009
June2010
December2010
June2010
December2010
0%
25%
50%
75%
100%
100%
64%
51%
88%
71%
22%
15%
5%
14%
14%
34%
7%15%
Revenue Share Free Applications With In-App PurchasesRevenue Share Paid Applications With In-App PurchasesRevenue Share Paid Applications
Revenue Share By Monetization Type (United States)
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With W3i’s Ad-funded Payment Platform
• Recommend apps for virtual currency
• Easy for user to participate—no cash outlay required
• Higher conversion rates• Increased life-time value• Fully brand for your app
– Your virtual goods– Customized interface– User install history
• Easy to integrate
Fully Branded
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3rd Party Developer Simulation Game
Ad Funded
Payment PlatformIn-App
Purchases
Before
After
+54%
RAIX FISH FARM
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Sold Millions, Now What?
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Licensing
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Questions
Twitter:W3i
Blogs: W3iSmartAppMarketing AppMarketingTips
CONTACT: