5 Things Your App Needs to Become a Hit

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1 5 Things Your App Needs to Become a Hit 1

2 Every day, thousands of new apps are submitted to the app stores. Considering the number of apps people install on their mobile and actually use (about 27 apps, according to Nielsen), the competition for user attention and engagement grows at an exponential rate. For app marketers, this is a challenge that requires not only a lot of work and time, but also experience and expertise in creating, promoting and maintaining apps that attract and retain users. So what should you do if you want to succeed in this lucrative but highly competitive business? We at Moburst have a few tips. 2

3 A Great Product No, this is not a message from your friend Captain Obvious, but a piece of advice relevant to more than just one aspect of app development and marketing. Some marketers believe that all it takes for an app to become a hit is a great idea. We disagree. A great app is not only one that serves a need, but one that provides a degree of added value in a good-looking, user-friendly package. We've seen many great ideas turned apps in the App Store that remain hidden and unpopular because the developer ignored one of the many aspects that make a "Great App" whole. Unfriendly user interface here, lagging performance there and the app turns from awesome to failing no matter how much money you throw at promoting it. So make your app great, from all relevant aspects. 3

4 Let Users Find It If you build it, they will come. No, they won't. No matter how great your app is. Your friends and family will. Maybe a few app aficionados who come across your creation. But the mass of users you need are at Apple s App Store, Google Play and alternative app stores (on Android). And for them to discover your app, it will take serious work. In fact, according to statistics, over 60% of all app downloads originate from app store searches. But simply publishing your app in the store is not enough you need to make sure users find it. This is where the art and science of ASO (App Store Optimization) comes in. Similarly to SEO in the world of websites, in order to attract users in the world of apps your app needs to be featured prominently in search results for relevant terms and queries. In addition, to convert a visit to the app page to a download, your app 4

5 screenshots, video preview, user reviews and description need to be appealing enough for the user to click "Install" or "Buy". It's important to note that ASO is an ongoing process of A/B testing and keyword placement adjustment for the best results in download volumes and user retention. The tense competition in the app stores is now leading smart marketers to localize the app download pages and apps themselves in order to reach a broader international audience. With Android, it's important to remember that many regions have their own alternative app stores and only a small number of users in those regions actually browse the Google Play app store. For example, only about 7% of app downloads in China are from Google Play. Users that reach your app by searching are usually the most likely to stick around and stay loyal. After all, if your great app answers the need they typed in the search query, it's probable they've found what they were looking for. And since your app is great, they will also use it often and maybe even recommend it to others. 5

6 User Acquisition: Install Ads Money makes the world go round, and the mobile app world is no different. The multitude of ad networks, ad exchanges and mobile marketing tool startups popping up every other day are just evidence of a rapidly growing market for mobile app advertising. You can invest endless funds in user acquisition and grow your daily download volumes at an insane rate, but we all know that at the end of the day it s not the download numbers that create revenue. It's ROI, which is the result of user engagement and loyalty. The real challenge with effective user acquisition is paying the lowest amount possible for the most engaged and loyal users you can find out there. This requires precise characterization of the target audience, selection of the right languages, ad networks, format and messages to address them, and of course constant monitoring and campaign optimization. 6

7 Work with the Experts Mobile app developers and marketers love to do everything in-house. When it comes to mobile app marketing, however, it can prove cost effective to employ a mobile app marketing agency, or get consultation and advice from mobile app veterans. Getting the right people on board is no easy task in the mobile marketing arena. You'll need to assemble a team of ASO specialists, creative minds, media buyers and product managers just to get things started. We at Moburst believe great apps deserve to become hits, and there's no reason why yours shouldn t, with help from those in the know. 7

8 Keep it Up It's not over 'till the fat lady sings. Or ever, really, as long as you have a great and relevant app on a popular platform. After reading the tips above, you may have noticed that our recommendations are not for specific actions, but rather for ongoing processes, constantly improving and optimizing the app and its marketing. Every single aspect of the app and the promotional activities around it need to constantly improve and adjust to user demands, OS updates, hardware capabilities of popular devices and other changes in the industry. Additionally, in some app categories, fresh content is required to keep the app relevant and interesting to the users over time. It's crucial to monitor not only the volumes of visitors to the app page and downloads, but also the user activities within the app so the interface can be polished and improved. No matter how awesome, great and popular your app gets, if you don't keep working on the product and marketing aspects of your great app, it will be forgotten. 8

9 In Conclusion Achieving mobile success is never easy, but still very possible. Marketers are right in recognizing the key role played by the small screen platform in reaching their audience, despite the many challenges it presents. The above tips are a great starting point for any developer and marketer looking to conquer the app stores, but they are far from telling the whole story. When it comes to mobile technology, things shift quickly and often, forcing marketers to stay alert and updated at all times. 9

10 Moburst is a full service, global mobile marketing agency that helps companies grow their mobile business. After redefining hundreds of apps and A/B testing every possible feature in every vertical, our team knows what works for each product, and how to deliver the most relevant experiences for each user. 10 Moburst has offices in New York City and Israel. To learn more, visit or contact us at hello@moburst.com.