Driving App Success Part II
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Second part of presentation from AnDevCon V in Boston. Looks at parts of the marketing funnel that occur after the install and how to increase conversions.
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Driving App Success Part II
- 1. • Nathan Mellor • CritterMap Software LLC • Follow up at http://eepurl.com/d9tZj Driving App Success Part II Part II
- 2. • Mindset for success • Completion of marketing funnel • Steps to make more money Agenda
- 3. • No, it’s not just visualizing yourself surrounded by money. Your Mindset for Success
- 4. Which person do you want to be?
- 5. What is he worried about? • Coming up with ideas • Researching ideas • Creating Product • Improving Product • Interacting with customers • Making business deals • Creating content
- 6. • True or False? • Since your time is free, you can save a lot of money/overhead by doing most everything yourself. Your Biggest Obstacle to Success.
- 7. • Myth: Since your time is free, you can save a lot of money/overhead by doing most everything yourself. • Fact: Your time is probably your biggest expense, therefore, anything you *do not* do yourself will likely save you money. Your Biggest Obstacle to Success.
- 8. • What if you have a day job? • What if you don’t have any income? • In December 2010, I got a call from several recruiters • The job was not in San Francisco or Portland • It was three miles away. • I wasn’t available. . . What is your time truly worth?
- 9. So... do you need an office building and some venture capital?
- 10. What if you’re just a guy in a corner office with a view?
- 11. College Educated, English Speaking, Industrious people are *anxious* to work for you for $2.50 an hour. Meh? Is this spam?
- 12. After the Install Getting Conversions Getting Conversions LeadLead (has tried product)(has tried product) LeadLead (has tried product)(has tried product) CustomerCustomer (paid for something)(paid for something) CustomerCustomer (paid for something)(paid for something) Loyal CustomerLoyal Customer (repeat sales)(repeat sales) Loyal CustomerLoyal Customer (repeat sales)(repeat sales) AdvocateAdvocate (reccommends product)(reccommends product) AdvocateAdvocate (reccommends product)(reccommends product)
- 13. After the Install • How good your app is finally matters! • There are often a number of things that you want your user to accomplish • The good news: You can finally track it!
- 14. Conversions Matter • What do you want your user to do? • Monetary: • Buy your paid app • Buy some in app purchases • Other actions (often precede) • Register • Signup for newsletter / network • Complete a level of a game • Complete first document • Use it often (especially for ad supported)
- 15. How Good is your App? • How can you measure it? • Not just number of features • How fast can they learn to do what they want to do - without reading documents? • Help and documentation • Interaction with the developer • Best measure = conversions
- 16. Homework: Draw Post Install Funnel • Determine what actions you most want your users to complete (usually monetary) • Determine what steps they generally take to get there
- 17. Homework: Install Analytics • If you understand conversions and the funnel, you understand the why of analytics • Install Google Analytics • Makes your app into a website and actions into pages or events
- 18. Homework: Install Analytics • How do you know what is most important to track? • You already decided that • Very important: Use ecommerce to assign monetary values, wherever possible
- 19. What can you do with all the information. • There are lots of things - see Google’s Conversion University
- 20. Beyond the Market Expanding your funnel Expanding your funnel Target AudienceTarget Audience (potentially interested)(potentially interested) Target AudienceTarget Audience (potentially interested)(potentially interested) ProspectProspect (aware product exists)(aware product exists) ProspectProspect (aware product exists)(aware product exists) LeadLead (has tried product)(has tried product) LeadLead (has tried product)(has tried product)
- 21. Beyond the Market SearchSearch MarketMarket SearchSearch MarketMarket BrowseBrowse MarketMarket BrowseBrowse MarketMarket List ofList of AppsApps List ofList of AppsApps AppApp ListingListing AppApp ListingListing SearchSearch InternetInternet SearchSearch InternetInternet YourYour WebsiteWebsite YourYour WebsiteWebsite BrowseBrowse InternetInternet BrowseBrowse InternetInternet SomeSome OtherOther WebsiteWebsite SomeSome OtherOther WebsiteWebsite AdAd CampaignCampaign AdAd CampaignCampaign InstallInstallInstallInstall Google PlayGoogle PlayGoogle PlayGoogle Play
- 22. Traffic from Your website • Can come from search engine • Can be tracked much easier (can measure the prospects better) • Do NOT keep this traffic at your site • Have a BIG OBVIOUS BUTTON that will go directly to the market listing • Do not use a wimpy little hyperlink • Do not say “Search the market for . . . “
- 23. Your button • Create link at • https://developers.google.com/analytics/devguides/collection/ • https://play.google.com/store/apps/details? id=com.crittermap.backcountrynavigator.license&ref errer=utm_source%3DWebsite%26utm_medium %3DLink%26utm_term%3Dtopo%2520maps %26utm_campaign%3DAnDevCon • You can set campaign, source, to whatever you want. • This will track in Google Analytics.
- 24. Some other website •Should still tag your urls - if you can •Guest article •Social Media •Review blogs •etc
- 25. Paid advertisement • Represents a great opportunity • Definitely use a tagged url • Don’t do it unless you will track it all the way through to Return on Investment • Plan to waste as little money as possible
- 26. Paid advertisement types • Pay Per Impression • Pay Per Click - Adwords, Admob, ... • Pay Per Install - Flurry AppCircle, Everbadge, TapJoy, AppBrain • Ideally you want Pay Per Action - only pay for conversions • You can compute Pay Per Action if you track well enough
- 27. Paid Advertising - ROI Text Drop the losers and keep the winners
- 28. What can you learn from advertising? • Test keyword phrases • Test Calls to Action • Find the perfect message for your first line • Homework: run some ads to find out more about your market
- 29. Ways to Make More Money
- 31. • For the small businessman, usually means outsourcing • Is it easier to: • Get a contract from a spec and get competitive bids? (ie elance,Odesk,etc) • Hire a part time freelancer? (ie Odesk,etc) • OR • Hire someone fulltime? Hiring People
- 32. • Article Writing • Link Building • Tech support • Help Guides • Android development • Tools and server programming • QA and testing What could you hire someone to do?
- 33. • You want to look for vector graphics • Everyone in the Philippines takes Photoshop in college; look for Illustrator, others • Other skills: video production, 3D, css • They can learn • Android icon standards • Patch 9 files • Prototype layouts • Have them send you an email report each day • Pay them via Paypal mass pay Example: graphics person
- 34. About $325/mo nth Adobe Illustra torVideo Animati ons OnlineJobs.ph $300/$300/ momo $300/$300/ momo
- 35. Other Places to hire • ODesk • Elance • Freelancer.com • guru.com • RentACode • VWorker.com
- 36. Keep in Mind • Don’t go out and hire a bunch of people at once - try one at a time. • Remember Mythical Man Month • Exchange multiple communications back and forth when hiring • Consider a test task - fixed price job with open ended time limit.
- 38. 4: Start an Email Newsletter
- 39. • Have a weekly email newsletter. • Subscribe users of your app • Can use autoresponders • MailChimp example How can you engage the right people?
- 40. • New features you just put out • Response to comments in the Market • News and topics of interest for your target customer • Ask users to take action: • Leave a comment in the Market • Respond to an important survey • See and comment on your YouTube Video • Like your fan page on Facebook • Etc. • It also serves as a reminder to buy. What can you cover in a weekly newsletter?
- 42. • Social Media • Facebook • Twitter • In app messages • AppsFire, others Other ways to interact
- 43. 5: Start a HelpDesk
- 44. • 5000 support requests in a year • 10 mins for each one • 20 engineering weeks • No time to work on any new apps once you have 2.5 apps • 5000 support requests in a year How does a helpdesk make you money?
- 45. Zendesk
- 46. • The most common question: • “I got a new phone / rebuilt my old one. How do I get my app back?” • Can you: • Have a page about a common task – with pictures • Send the ten most common answers in the autoresponse • Have macros that answer those common questions and insert links to those pages. What can you do with a helpdesk?
- 47. Simplified 6: Do Some Internet Marketing
- 48. • Research List of Keywords • Choose one keyword phrase • Make one web page optimized for that keyword phrase • Get links to that page Web page marketing
- 49. • A keyword is generally a multi word phrase • You want keywords that: • Are RELEVANT to your product • Have lots of TRAFFIC • Are ATTAINABLE. Keyword Research
- 50. Example:Traffic
- 51. Attainable: The Top Ten "To rank on the first page of Google, you must replace a page that’s currently there." Market Samurai
- 52. • Mentions the phrase (ie Android Topo Maps) • In the url • In the <title> tag • In the <meta Description> tag • In an <h1> tag • In the first sentence • In the first sentence of the last paragraph • 2-3 times in between the first and last parag • Has about 250-750 words (ave 500). • That’s all! An Optimized Page ..
- 53. • The most creative part of internet marketing • The best links: • Have keywords in the link (anchor text) • Are from “important” websites • Are from relevant websites • Have traffic Getting links
- 54. Check Results (Google webmaster tools)
- 55. • Establish a blog with wordpress • Add a post every day • Get some links • At the end of a year, you will have 200+ keywords in the first page of Google. Rinse and Repeat
- 56. Step:Target the world’s second biggest Search Engine
- 57. What is the world’s second biggest Search Engine?
- 58. •IPEVO 2 •Webcam on a stick •Made for imaging documents. How can you make videos?
- 59. • Screencastomatic • Emulator Screencast • Stock photos • Slide shows. • Parody of Hitler movie – new subtitles • 3D After Effects rendering • Cartoon from xtranormal How else can you make videos?
- 60. How to optimize them URLURLURLURL
- 61. Benefits include: • Blended search • Embedding in other websites.
- 62. • YouTube is a social network. • Get your newsletter subscribers to watch and comment • Find friends • Find subscribers • Consider tools like TubeToolbox. Get views and traffic
- 63. Find similar videos and interested users by keyword Collect them into lists Send them a video you made Invite them to comment or friend. Tube ToolBox
- 64. • Videos can: • Be instructional for your product. • Discuss concepts related to your product • Be fun • They should always: • Target keywords What and how often?
- 65. Questions