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Bringing Your App To
       Market
 Tips, Tricks and Tools for a Successful
           Mobile App Launch

    Breanna Hughes, Xtreme Labs
         February 6, 2013
Who am I?

Product Manager, Xtreme Labs

@unbrelievable on Twitter

CSI Member (Ladies Learning Code)
Xtreme Labs
Xtreme Labs
What do I know?
Mobile Product Manager

Work with many clients, from startups to Fortune
500 companies, to design, build and launch their
mobile products

Launch a new mobile product about every 2-3
months

App Store Featured clients

Big user bases
What do I want you to
      know?
The essentials on how to successfully launch a
mobile app, and the tools to help you along the
way.
But first...
The App Store Landscape

                 700,000 apps


                 700,000 apps


                 120,000 apps

                 105,000 apps
               (70,000 for BB10)
Bringing Your Mobile App to Market
What platform is better?
What are your users
     saying?
Bringing Your Mobile App to Market
Errrrr....
What is the data saying?
Bringing Your Mobile App to Market
Typical Roadmap?


Mobile
            iOS   Android   ???
 Web
Timing...
Approval Timing                                *



                                  10 Days (first launch)
  iTunes App Store
                                    5 Days (update)

      Google Play                          Minutes!

Windows Phone Store                          7 Days

  BlackBerry World                          10 Days

     Mobile Web                          INSTANTLY!

 * Approval timing will vary depending on queue, and connections
Free vs. Freemium vs. Paid

       Free - what is your revenue model? In-app
       advertising? Purchasing of hard goods?

       Freemium - in-app purchases has seen growth in
       2012, from 53% to 69%. Less barrier to download.

       Paid - Games, Business and Navigation apps see
       the most success with paid. Customers are willing
       to pay higher prices for iPad apps.

Source: http://www.distimo.com/publications/archive/Distimo%20Publication%20-%20Full%20Year%202012.pdf
Back to the successful
      launch...
Set Goals.
 App Goals.
Launch Goals.
Launch Goals.
Launch Goals.
SampleInstalls
User Base and # of
                   Launch Goals
   Sign up 30% of mobile users in first month

Revenue

   Drive 5% of total revenue through app

Reviews

   Receive 30 positive reviews in first month

Press Coverage

   Featured on 2 tech outlets, and 5 App Review Sites
Preparing for launch...
During Development

Aside from the actual development of the app, it’s
important to think about the right tools to integrate
into the app to properly measure it’s success.
Analytics!
Most Popular for Mobile

Google Analytics (FREE)

Flurry Analytics (FREE)

Omniture ($$$ but powerful)




             Pssst... you can also use more than one!
Bringing Your Mobile App to Market
Track Everything
What functionality are people not using?

Where are they getting stuck (maybe in a good
way)?

Where are they leaving?

Time in app before they make a purchase?

But most importantly, make sure you are tracking
“conversions” - what is the goal of your app?
Make sure you are tracking all the possible ways
people can get there.
Track the stuff you don’t
    want -- crashes!
Crash Reporting


Crittercism (my personal favourite)

BugSense

Crashlytics
You can even track what
people are -trying- to do...
http://heatma.ps




   (not free)
Track where app installs
   are coming from...
Tracking Installs

Beyond the traditional analytics for your app,
there are also App Store analytics, and ways to
track where your app downloads are coming from.

They are not 100% accurate, but it’s important to
track your marketing and advertising efforts.
Tracking Installs
Distimo (FREE!)

   http://www.distimo.com/

http://yoz.io/ is free and great but.... Beta has
ended, so we have to wait for them to go
primetime!
Try it out
http://app.lk/ebuddyxms
Deep linking?
Deep linking is extremely
  powerful, but highly
     underutilized.
What is it?

It’s a custom URL schema that your app, and only
your app, can read.

In other words, it allows you to open up a
particular page within your app.
What does it look like?
myapp://articleID




mobile web          iPhone app
Deep linking

While in development, you need to set your app
up to be able to handle the custom URL schema.

Unfortunately, it doesn’t just work like magic.
You are now set up to track your success,
so now all you need to do is press submit
     and everyone will download it.
Right?
Sure.
If you are lucky.


  (and the App Store features you)
(20 million downloads in 5
   weeks after launch)
I’m not lucky. *

(*A slot machine in Vegas ate my money my first and only time playing.)
   (*I was hit in the head with a hockey puck while watching a game.)
                   (*I have broken my nose a few times.)
Take luck into your own
        hands.
A month before launch...
Beta Test


  (if you can)
Internally or Externally
Most popular tool to distribute pre-release builds:
TestFlight

https://testflightapp.com/

(Free!!)

Gather feedback, but use it more as a sanity test
to make sure you didn’t miss anything big
Research Press, Bloggers


  (Build relationships if you can. Twitter can make it easier.)
Create Content
                 (but don’t publish yet!)




Press Release

Video

Email blasts

Tweets

Facebook Posts
Press Release
Key features - highlight what makes your app
unique or differentiating elements

Visuals - choose screenshots that highlight the key
features of your app

Platforms - make sure users know if they can
download it on their phone

Human Quote - from someone on the project or a
customer that saw the pre-release
Bonus!


This site has a huge list of App review sites:
      http://mytangibles.tumblr.com/
“ASO”: App Store Optimization
App Store Planning
App Name - is yours unique, what currently comes up when
you search for it?

Description - make it compelling, explain your company
before app features

Keywords - these are extremely important, keep them
focused

Category - Where are your competitors?

Screenshots - use the most compelling features of your app

Countries - what regions will your product be available in?
Just Launched

Apple just announced “Vanity URLs” to make it
easier for people to find your app

used to be:
https://itunes.apple.com/ca/app/shop-mec/id573282599?
It’s launch time!
Wait.
Slow down.
Not so fast.
Launch softly.
Soft Launch
Release the app quietly

Let it sit for at least a few days, test it in the wild

Show to key stakeholders in the organization

For your sanity, but also because bad reviews are
hard to bury
All good?
Start your marketing
       engines!
All channels, one message:
DOWNLOAD NOW!
Bringing Your Mobile App to Market
Bringing Your Mobile App to Market
Bringing Your Mobile App to Market
Incentives help, too.
Bringing Your Mobile App to Market
App Banners
App Banners

Full Screen

Smart Banners

Redirect
Full Screen

Used most often when
there is no mobile web
solution

Always have a link to the full
site, especially if
functionality is missing

Links to iTunes to Install
Smart Banners
Remember Deep Linking?
Redirect

You can also skip the banners altogether, detect if
the user has the app installed, and automatically
redirect

Best used when you don’t have a mobile web
optimized site

This can be annoying for users that just want to
read the article quickly and leave
Don’t Force It

If you have the functionality on
mobile web, don’t FORCE users to
download the app.

People have their preferred ways
of reading.
You’ve launched. Now
        what?
Advertising...
Google AdMob
Facebook
Tapjoy
Tip!

 If you have an Android device, you can directly
interact and see your ads live using this app:

https://play.google.com/store/apps/details?id=com.google
Drive Happy Users to
        Reviews
Make it easy for them to leave a review, but only
when they are at a happy point

After a certain number of uses over a period of
time

If they don’t want to, don’t bug them again

DON’T BE ANNOYING
Appirater


http://www.cocoacontrols.com/controls/appirater

Easy to integrate and free!
How to get featured?

No one really knows exactly, however, I have seen
a few tricks

Drive the big bulk users to download in one short
time frame, don’t spread it out too thin

Getting to the top in your category increases
downloads and gets you on Apple’s Radar

Build a relationship with Apple, Google if you can
Make it easy for users to
   contact support

Send a support email right from
the app, and automatically attach
device information

Tap to call customer service,
Tweet
Keep Engaging Your Users
 Keep talking to them on social networks, respond
 to support emails

 Ask them what their favourite feature is

 Ask them what features they would like to see in
 the future
Iterate!

You will not get it all right in the first release

Plan at least one update within the first few weeks
of release (and try to incorporate user feedback)

Roadmap, roadmap, roadmap!
Questions?

@unbrelievable

breanna.hughes@xtremelabs.com

http://www.xtremelabs.com

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Bringing Your Mobile App to Market

  • 1. Bringing Your App To Market Tips, Tricks and Tools for a Successful Mobile App Launch Breanna Hughes, Xtreme Labs February 6, 2013
  • 2. Who am I? Product Manager, Xtreme Labs @unbrelievable on Twitter CSI Member (Ladies Learning Code)
  • 5. What do I know?
  • 6. Mobile Product Manager Work with many clients, from startups to Fortune 500 companies, to design, build and launch their mobile products Launch a new mobile product about every 2-3 months App Store Featured clients Big user bases
  • 7. What do I want you to know? The essentials on how to successfully launch a mobile app, and the tools to help you along the way.
  • 9. The App Store Landscape 700,000 apps 700,000 apps 120,000 apps 105,000 apps (70,000 for BB10)
  • 11. What platform is better?
  • 12. What are your users saying?
  • 15. What is the data saying?
  • 17. Typical Roadmap? Mobile iOS Android ??? Web
  • 19. Approval Timing * 10 Days (first launch) iTunes App Store 5 Days (update) Google Play Minutes! Windows Phone Store 7 Days BlackBerry World 10 Days Mobile Web INSTANTLY! * Approval timing will vary depending on queue, and connections
  • 20. Free vs. Freemium vs. Paid Free - what is your revenue model? In-app advertising? Purchasing of hard goods? Freemium - in-app purchases has seen growth in 2012, from 53% to 69%. Less barrier to download. Paid - Games, Business and Navigation apps see the most success with paid. Customers are willing to pay higher prices for iPad apps. Source: http://www.distimo.com/publications/archive/Distimo%20Publication%20-%20Full%20Year%202012.pdf
  • 21. Back to the successful launch...
  • 22. Set Goals. App Goals. Launch Goals. Launch Goals. Launch Goals.
  • 23. SampleInstalls User Base and # of Launch Goals Sign up 30% of mobile users in first month Revenue Drive 5% of total revenue through app Reviews Receive 30 positive reviews in first month Press Coverage Featured on 2 tech outlets, and 5 App Review Sites
  • 25. During Development Aside from the actual development of the app, it’s important to think about the right tools to integrate into the app to properly measure it’s success.
  • 27. Most Popular for Mobile Google Analytics (FREE) Flurry Analytics (FREE) Omniture ($$$ but powerful) Pssst... you can also use more than one!
  • 29. Track Everything What functionality are people not using? Where are they getting stuck (maybe in a good way)? Where are they leaving? Time in app before they make a purchase? But most importantly, make sure you are tracking “conversions” - what is the goal of your app? Make sure you are tracking all the possible ways people can get there.
  • 30. Track the stuff you don’t want -- crashes!
  • 31. Crash Reporting Crittercism (my personal favourite) BugSense Crashlytics
  • 32. You can even track what people are -trying- to do...
  • 33. http://heatma.ps (not free)
  • 34. Track where app installs are coming from...
  • 35. Tracking Installs Beyond the traditional analytics for your app, there are also App Store analytics, and ways to track where your app downloads are coming from. They are not 100% accurate, but it’s important to track your marketing and advertising efforts.
  • 36. Tracking Installs Distimo (FREE!) http://www.distimo.com/ http://yoz.io/ is free and great but.... Beta has ended, so we have to wait for them to go primetime!
  • 39. Deep linking is extremely powerful, but highly underutilized.
  • 40. What is it? It’s a custom URL schema that your app, and only your app, can read. In other words, it allows you to open up a particular page within your app.
  • 41. What does it look like? myapp://articleID mobile web iPhone app
  • 42. Deep linking While in development, you need to set your app up to be able to handle the custom URL schema. Unfortunately, it doesn’t just work like magic.
  • 43. You are now set up to track your success, so now all you need to do is press submit and everyone will download it.
  • 45. Sure.
  • 46. If you are lucky. (and the App Store features you)
  • 47. (20 million downloads in 5 weeks after launch)
  • 48. I’m not lucky. * (*A slot machine in Vegas ate my money my first and only time playing.) (*I was hit in the head with a hockey puck while watching a game.) (*I have broken my nose a few times.)
  • 49. Take luck into your own hands.
  • 50. A month before launch...
  • 51. Beta Test (if you can)
  • 52. Internally or Externally Most popular tool to distribute pre-release builds: TestFlight https://testflightapp.com/ (Free!!) Gather feedback, but use it more as a sanity test to make sure you didn’t miss anything big
  • 53. Research Press, Bloggers (Build relationships if you can. Twitter can make it easier.)
  • 54. Create Content (but don’t publish yet!) Press Release Video Email blasts Tweets Facebook Posts
  • 55. Press Release Key features - highlight what makes your app unique or differentiating elements Visuals - choose screenshots that highlight the key features of your app Platforms - make sure users know if they can download it on their phone Human Quote - from someone on the project or a customer that saw the pre-release
  • 56. Bonus! This site has a huge list of App review sites: http://mytangibles.tumblr.com/
  • 57. “ASO”: App Store Optimization
  • 58. App Store Planning App Name - is yours unique, what currently comes up when you search for it? Description - make it compelling, explain your company before app features Keywords - these are extremely important, keep them focused Category - Where are your competitors? Screenshots - use the most compelling features of your app Countries - what regions will your product be available in?
  • 59. Just Launched Apple just announced “Vanity URLs” to make it easier for people to find your app used to be: https://itunes.apple.com/ca/app/shop-mec/id573282599?
  • 61. Wait.
  • 65. Soft Launch Release the app quietly Let it sit for at least a few days, test it in the wild Show to key stakeholders in the organization For your sanity, but also because bad reviews are hard to bury
  • 68. All channels, one message:
  • 76. App Banners Full Screen Smart Banners Redirect
  • 77. Full Screen Used most often when there is no mobile web solution Always have a link to the full site, especially if functionality is missing Links to iTunes to Install
  • 80. Redirect You can also skip the banners altogether, detect if the user has the app installed, and automatically redirect Best used when you don’t have a mobile web optimized site This can be annoying for users that just want to read the article quickly and leave
  • 81. Don’t Force It If you have the functionality on mobile web, don’t FORCE users to download the app. People have their preferred ways of reading.
  • 87. Tip! If you have an Android device, you can directly interact and see your ads live using this app: https://play.google.com/store/apps/details?id=com.google
  • 88. Drive Happy Users to Reviews Make it easy for them to leave a review, but only when they are at a happy point After a certain number of uses over a period of time If they don’t want to, don’t bug them again DON’T BE ANNOYING
  • 90. How to get featured? No one really knows exactly, however, I have seen a few tricks Drive the big bulk users to download in one short time frame, don’t spread it out too thin Getting to the top in your category increases downloads and gets you on Apple’s Radar Build a relationship with Apple, Google if you can
  • 91. Make it easy for users to contact support Send a support email right from the app, and automatically attach device information Tap to call customer service, Tweet
  • 92. Keep Engaging Your Users Keep talking to them on social networks, respond to support emails Ask them what their favourite feature is Ask them what features they would like to see in the future
  • 93. Iterate! You will not get it all right in the first release Plan at least one update within the first few weeks of release (and try to incorporate user feedback) Roadmap, roadmap, roadmap!

Notas do Editor

  1. Apple’s overall revenue is greater, but Google Play’s Revenue doubled from Q3 to Q4 (Apple’s increased by one-fifth)