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Soft Launch Strategies for Mobile App Companies

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Learn First, Start Strong - Soft Launches give you an opportunity to test your game’s market readiness in a representative environment before launching to the wider world

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Soft Launch Strategies for Mobile App Companies

  1. 1. Learn First, Start Strong Soft Launch Strategies for Mobile App Companies Jeremy Sacco Manager, Content and Communications June 17, 2014
  2. 2. 1100CLIENTS4700APPS 41 of 502014 TOP GROSSING APPS World’s leading mobile app marketing platform About Fiksu 4.7 billion DOWNLOADS GENERATED Boston Northampton San Francisco London Helsinki Singapore Tokyo Seoul
  3. 3. What Is a Soft Launch? A controlled release of your app or game in a test market outside your primary market
  4. 4. Why Do It? • Getting it right the first time is essential • Time in app: 6X growth in 4 years • Mobile game usage grew 66% in 2013 and games command 40% of app usage • Can isolate success factors and problem areas and quantify user response to game mechanics or app features
  5. 5. What Data Should You Gather from a Soft Launch? • What outcome would prove your hypothesis or give you the information you need? • Is there a possible outcome where your data is inconclusive because of either lack of granularity or insufficient data? • Will the data lead to tangible improvements? Know your goals and think about the testing scientifically:
  6. 6. What Do You Want to Measure? User Acquisition • How much does it cost to bring in users? • What’s your organic lift? User Experience and Retention • How are users interacting with your app or game? • Are they moving beyond the first level or two? Monetization and Virality • How long does it take players to make a purchase? •Are people sharing your app or game? Overall Economics
  7. 7. SOCIAL Facebook in particular INCENTIVIZE D DISPLAY VIDEO RTB Choosing a Tracking Partner • UA: App marketing and ROI • UX: In-app analytics Accurate detailed data is critical Use both UA (User Acquisition) and UX (User Experience) tracking
  8. 8. Choosing a Test Market • Pick a country that has market similarity to your target audience • Developers targeting the US typically test in Canada, New Zealand, or Australia
  9. 9. Getting the Details Right • Links are working • Ratings tools and comments are operative • 3rd party integrations are active and working • Images and content are in correct sections Triple check your app before releasing it to a test market. Make sure:
  10. 10. App Store Presence Your first impression to users when it’s time to launch • Test different banners and app icons • Put lessons into effect immediately
  11. 11. General Scope A soft launch typically takes 2-4 weeks, but depends on: • How many users you need to get enough data • Your internal resources • Your budget
  12. 12. What’s Next? • Analyze • Improve • Update
  13. 13. Case Study: Card Battler Game Soft launch led to improvements: 13% increase in the % of returning users 95% increase in the % of purchasers Then in US: 28% increase in the % of returning users 31% increase in the % of purchasers 15% increase in the number of purchases
  14. 14. Thank You! Learn more: www.fiksu.com/ebooks Want to talk? jsacco@fiksu.com www.fiksu.com @fiksu