user testing ! qualitative testing 6 months before launch Goals: Gather 50-150 beta users you can talk to on a regular basis. Search for hooks (3 days of active use) & must-haves (3 weeks) Identify core product value.
user testing ! qualitative testing 6 months before launch Tools: ! Testflight (up to 1000 beta testers for free based on email address) Diawi PreApps (community of early adopters)
user testing ! quantitative testing 4 months before launch Goals: Test your app with 5-10k unbiased users. Get actionnable stats on conversion rates and retention. !
user testing ! quantitative testing 4 months before launch Great Case Study (Tempo AI): ! bit.ly/tempotesting
launch: create excitement
Mailbox Case Study
Dec 2012: The Viral Video
Originally, Mailbox planned to charge $3 for the app, but that changed after its debut video attracted more than 1 million views. ! ! “We originated too much interest too fast,” Underwood said. ! ! So instead of charging on day one and potentially crashing its servers (which would greatly damage the brand), the team decided to make the app free but give people access at a slower rate.
The bandwagon effect “The bandwagon effect is a phenomenon whereby the rate of uptake of beliefs, ideas, fads and trends increases the more that they have already been adopted by others.” (Wikipedia)
“ The best email app you’ll ever use.
acquired by dropbox for $100mm
“ If you are not embarrassed by the first version of your product, you've launched too late. - Reid Hoffman. only if you’re looking for product-market fit.
Make their job easy
PR PERFECT EMAIL TO BLOGGERS: SHORT & INFORMATIVE ! What is your app: 3 lines Why it is cool: 3 lines Link to App Store (generic > your landing page) Pictures Youtube video link (appears on Gmail) No PDF or word document ! Good timing: early in the week (avoid Apple keynote…) Great timing: newsjacking (ex: Lima during NSA scandal)
last week of 2013 (featured): 2.8 Million downloads
increase chances Build a great app (excellent UI & UX) Use latest iOS innovations: iCloud, Game Center, Passbook, Apple Pay, Touch ID. Be universal: iPhone and iPad, EN/FR/ES/DE/IT iOS only Get in touch with Apple: 3 weeks before, at least.
Ranking algorithm App Store: Google Play Store: ! ! - Keywords in the app’s - Total nb of downloads keyword set - App quality (engagement, - Keywords in the app’s uninstalls…) title - Rating - Nb of downloads on a - Keywords specific period of time - Nb of backlinks - Rating - Social proof (G+ & FB) RESOURCES: AppCodes, AppAnnie, bit.ly/asocheatsheet
LOCALIZATION the immediate impact of adding the native language DOWNLOADS REVENUE After a week for iPhone. (Study based on 200 apps, 2012 - Distimo)
LOCALIZATION 7 languages = 76% of the market English, Chinese, Japanese, Spanish, German, French, Russian
app REVIEWS ASO is useless
REVIEWS Ask the most engaged users.
REVIEWS Learn from unsatisfied users.
REVIEWS Apptentive / Helpshift: in-app feedback and rating prompts
REVIEWS Fight negative reviews. App in the Air tactics: find them and change their mind: - look for the nickname on Google - naming convention: “jdoe” => search “doe” in DB - use country in search - use social apps commented by this user
Boost launch with ads Many downloads on a short period of time enable apps to rank high very fast.
US: top 10 overall = 40-50k downloads daily ! FRANCE: top 10 overall = 12-15k downloads daily Source: Distimo
most popular platforms Facebook Ads Twitter Ads Adsense Display AdMob Tapjoy Appsfire
Tap in the address book Have people send SMS invitations to their friends containing the download link and experience conversion rates from 30 – 50%. Source: http://bit.ly/1udykIh
social media Twitter App Cards (Free)
social media Smart App Banner
adapt to your target Example: Rooms (by Facebook)
Weird QR code invitation system
“You can't share a URL on Instagram or Snapchat Chat, but you can share a photo. We knew the novelty of screenshoting would be our biggest hurdle but also saw once people learned it became our A+ feature.” ! Josh Miller (Product at FB)
bring the experience to non-users Blab enables non-users to watch videos sent by users without downloading the app.
bring the experience to non-users Tinder’s matchmaker enables non-users to be matched with other people by friends using the app.
65% of people stop using apps three months after install ! (Appboy)
understand your users 1. Isolate the most active users 2. Analyse their data, talk to them and find patterns. 3. Analyse the lest active users and find patterns. 4. Encourage active behavior 5. Optimize
understand your users Secret: 90% of users that engage in a conversation come back within the week, often several times per day. Twitter: way better results when 1/3 of the people you follow get to follow you back.
Push notifications Ask for authorization before pushing the pop up.
Push notifications examples
Push notifications examples
Push notifications examples
again: Timely + personal = win People will love them and share them.
why email is still key:
App Updates Brand building
build an engaging product
gamification Rivalry is a great motivating factor, which is why the best online businesses have learned to harness it. Collecting points, chasing people in rankings and c o n t r i b u t i n g t o c o m m o n results keep users engaged. Foursquare
Create a habit Problem: most people don’t go shopping every day. Solution: redesign the app for a daily use to create an habit. So they launched a feed of discounts on the app and they focused on content. It may not be the core value of the product, but it creates habit and more people then open the app in store. Shopkick (in-store discounts)
in a nutshell 1. build your product right 2. understand your users 3. optimize