Do you really appreciate your customers and the opportunities they present? Every customer is not the same and while many might have the same interests, their degree of interest can vary radically. Most developers are content with signing regular, every-day customers. There are other types of customers – each able to open the door to different opportunities. Understanding this is the first step in being able to facilitate and explore those opportunities.
It is useful to understand cause and effect relationships and to see that any given action has the potential to create an opportunity. Most importantly, that serves to say that the lack of action typically precludes those opportunities from developing. Even more important than that is to appreciate that in the digital world “any given action” includes things like “Links” and “Content” designed to facilitate specific actions. There’s a lot of deep theory here, but it is all simple to put to put into practice.
Below is a rough break-out of the different levels of customer relationships associated with the opportunities likely to be associated with them. This helps establish two things. First, it presents what is likely to happen if the potential for it to happen is “easy” – if there is not a way for regular users to give you a Like on Facebook for your app, they probably won’t. Second, it provides you the ability to evaluate what you can do to facilitate additional opportunities for each and every customer.
Regular Customers – 80%
Loyal Customers – 15%
Super Users – 5%
Unique Customers – 1%
This breakout should help you see your customer base and such things as average lifetime customer value in a completely different light. As the developer, you need a way to recognize and respond to the existence of each of these possibilities. Essentially, you only need to provide the means for your customers to distinguish themselves.
You can facilitate all or most of these opportunities inside your app, on your web site and even your social media accounts. Apply to the opportunities that are realistic and cost effective for you. You may not need a page for job vacancies or investments, but if you do, having that information available makes it easy for those with the interest to contact you with their interests.
Market reach counts – advertising on Opera Mobile Store can get your app in front of millions of end-users you are not likely to reach otherwise. Contact our sales team today!
If you are looking for different ways to monetize your app, you may find the following articles of interest to you:
As you know, the more platforms your app works on, the more money you can theoretically make. The more stores you are on, the more money you can theoretically make, too. When it comes to Testing and Improving your app Product pages, the more stores you are on the easier it will be for you to run multiple tests and compare multiple changes.
As you are in the business of improving the performance of your app, improving your app’s product page follows a similar process. This follows the processes typical to A/B and multivariate testing except that most stores are not likely to provide you the means to test different descriptions side by side. Thus testing should follow something like the following process:
Every mobile store is not the same – each has its own audience with different demographics.. If you are engaged in advertising and marketing in support of your app on a specific store, that also impacts your demographic sampling. All of this needs to be noted and characterized in your evaluations of each app store.
It deserves to be noted that on many app stores, without a suitable promotional effort, it may be difficult for you to get a statistically significant sample size. It may not always justify the effort, but if supported by spending just 15 minutes every week or two promoting your app on that store, you might be surprised.
A statistically significant sample size is tricky and is a study of its own. Under ideal test conditions a sample of 1,040 viewers allows for a 99% confidence level that your overall download rate would be +/-4% of your sample group. If you saw a 5% download rate, overall results could range from 1 to 9%.
With time and advertising, however, you will be able to base your tests on 10k to even 100k viewers to get a more reliable average conversion rate. It is known, for example, that the “largest online merchant” takes great pains to ensure that everything its visitors first see when viewing their store “converts”. Relative to their volume, if a product’s performance is not up to par “almost immediately” – it gets swapped with something else, on a continuous, rotating basis.
When you are starting from scratch, you will likely want to test several “completely different formats” – with the objective of reaching a format that works best for you. These could be long-medium-short versions; they could also be story based or feature-based descriptions; or they may try to trigger end-user emotions by playing on competitive play, intrigue and curiosity, or simply focus on having fun.
If you already have several apps, start with one of your lower performing apps to see if you can improve its conversion rate before working on what is already making you money. While we always want to improve performance, it also stands that you don’t want to break what is already working – and a LOT of companies do exactly that. As you acquire more data and become better with you app descriptions, you can begin testing your better performing apps.
In all regards, multivariate testing is a marathon, not a sprint.
Almost every company that spends money on advertising does so because they see a suitable return on their investment. Whether you are advertising your mobile app or not, there is one small thing you need to continuously perfect – your app’s product page. My previous article went into this in some detail.
Product pages are easy to create, but difficult to master. They are so easy to create and change that their complexity is usually ignored. The one word I did not use to describe a product page is… simple. There’s nothing truly simple about it. Easy? Yes. Simple? No.
You should always want to improve your product page until a) you are happy with your download rate, or b) have a version that performs better than all other variants. You can reach a point where more people download directly from your app’s icon, but that’s not typical and ignoring your product page even then is hugely suboptimal.
Many app product pages have descriptions that are too short, some too long, many with distorted screenshots. In generic terms, the following are good rules of thumb in developing product pages for mobile apps:
Most of these specific points can be elaborated upon in much greater detail – and will be in upcoming articles.
“Making every word count” – sounds simple, but infers all of the following:
The next article will get into the exact process of how to improve your product page, and then we will look closer at each of the specific points above. As a developer though, you probably are already very familiar with how to improve your product page as it involves many of the techniques to help improve your app. You pick that up from observing others, your own experience and testing. Same here.
Even then, you want to continuously test and compare your results for the possibility that you can get better results. An additional 1% conversion on 1 million visitors to your page where you average $1.00 in revenues per end user equates to $10,000 for something that might take you a few hours (total) every year to do.
You can get your free “Supreme App Description Makeover” by checking us out on LinkedIn! If you don’t like what we provide, you don’t need to use it.
We’ve been busy getting everything into place for the Opera Mobile Store 2014 Mobile App Awards which we are expecting to announce in mid-January. Right now though, we’re looking to do a special Christmas presentation – to recommend 5 or 10 mobile apps that would make a great Christmas present.
Let’s make this a little different. How about we ask you – yes, you – the mobile app developer, why your app would make a great present for the holidays?
Granted, right now giving apps as gifts is not mainstream, yet. Still, people buy mobile devices over the holiday season. Parents might download apps for their children. Some will be buying new devices for themselves. Others will be looking for cool things to download after they open their gifts to find a shiny new Nokia X or Google Nexus 6. Children will be asking for their parents to buy stuff, too. Wrapped or not, this is the season for giving and one can bet that there will be a lot of apps being downloaded.
So, head over to our Facebook page and you will see the most recent post (for December 16) asking you to tell us about your app and why you think it would make a great “gift” – in 50 words or less. Keep it short.
This gets you some free exposure right away. Then, if your reason is compelling, your app will also get featured on our blog – before Christmas.
We will do something like this for New Years, too, but first things first.
Happy Thanksgiving to our North American Readers! Over the past several weeks, I’ve spent more time playing a variety of online games. One thing I was looking for specifically is how they encourage their users to get their friends to get their app – and I’d have to say, most developers fall far short of their potential. But not all. Some are very, very good at getting their users to refer lots of their friends – via Facebook and email. Some of the best still fall short of what they could do.
The first point for developers is to always build in a convenient way where people who like your app – game or utility, can introduce it to their friends. You might do it through Facebook, but not believe it or not, not everyone uses Facebook. Thus, it is also good to support an email option with a unique referral code for each user.
It is good to go one step further, and provide some additional support for bloggers and others with their own web sites. A unique referral ID can be used just as easily on a web site as it can through an email. However, this is where you can provide your “super users” (those who talk about your app the most) some nice graphics to showcase details of your app on their sites.
The email program makes it easy for your users to refer a few of their friends. Adding the extra graphical “bells and whistles” helps bloggers reach all of their readers which can number into the hundreds, even thousands. In short, you are looking to provide your super users a fan kit which can include some of the following:
Each and every one of your users can be a sales agent on your behalf. Make it easy for them.
Refer a Friend Rewards
There are some people who will like your game so much that they will refer it to anyone just because they think their friends will enjoy it. That’s not something you can count on. Incentivizing, rewarding your “sales people” – can inspire otherwise “casual users” to become “super users.”
Use your imagination and consider what those who use your app would most appreciate, even ask them directly.
This then, leaves three questions –
What should the reward be for each referral? This is hard to answer, as depends upon your pricing (someone selling a Toyota probably won’t get the same commission as someone selling a Mazaratti) and perhaps more importantly – where you are at in your app’s lifecycle. During the first stages of your release, you might aim to provide greater rewards to encourage a quick ramp up of referrals, and let it taper off after 1-2 weeks, then run special incentives periodically. A decent rule of thumb is to provide rewards equal to 10-20% of the value of what an average new player would bring you.
Should there be “qualifications” or criteria for referrals? This may add more code to your apps, but simply rewarding installations or one-time players doesn’t really help you if you are on a free to play or freemium model. That may work for premium, though. You need to set the criteria relative to the dynamics of your app – perhaps new users need to reach a minimum level, play for a certain amount of time, or make an in app purchase.
Should there be a limit to the number of referrals that are rewarded? My inclination is to think that you should not set a limit on referrals. Once someone “caps” the number of referrals in their limit, they aren’t likely to be as proactive. Plus, it’s kind of like telling a salesperson, “I only want you to sell ten apps.” – “But, I can sell 20!” – “No, I only want you to sell 10!”