Progress of mobile applications: pre-release preparation

We define with the concepts.

Before we take on the promotion, let's understand the concepts. In the following, we will use the following terminology:

  1. App - the application itself. It can be installed on the phone or on the tablet.
  2. Store - application store. Resource in the network from which the application is installed.

You probably already know these terms, but repetition is the mother of learning.

Go ahead.

FORGET ABOUT NUMBER OF INSTALLATIONS

Yes, it used to determine success. Before.

Now many mobile players have mobile applications and therefore the number of installations is far from being the primary factor.

The fact is that many monetization strategy  rely not only on the installation of the application, but also on the use of it. Therefore, it is fair to note that an important indicator will be the number of users, not installations. And in order to think through the application from the point of view of user interest, we recommend asking standard marketing questions:

  1. Does your application even need users?
  2. How exactly and how many of them?
  3. What problem does your application solve and how does it do it?
  4. Will the user pay for this? (would you like to?)
  5. (One of the most important questions) Will the user want to return to the application or recommend it to his friends?

Where to get the answers to these questions?

Some of them are from the head. The other part will help different   sources   information. Including from the analysis of competitors.

Let us dwell on this.

How to analyze competitors?

  1. First of all, make sure that you have them. This will help you stor. In competitors it is worth recording any application that solves the same problems as yours.
  2. Are there any competitors? Excellent. Open & nbsp; Excel & nbsp; and make a current list. It is relevant - this means that such a thing will have to do several times during the development process.
  3. We collect basic information: the launch date, the number of updates and their dates (special attention to the date of the LAST update), ratings, positions in the issuance of different requests (you will have to search and try out queries that users can drive to solve the problem)
  4. Check out the reviews. Thanks to them you will be able to understand which elements will be popular with users and which will not.
  5. Write out the advantages and disadvantages of competitors.
  6. Investigate the methods of primary promotion of contracts. Enter the name of the competing application in Yandex or Google and start looking at all the mentions in the press, comments and so on. Be sure to read all the comments. Using the site AppAnnie.com try to figure out exactly what actions and decisions when brought applications to the tops.
  7. Clearly state how your application differs from competitors. How is it better?

Another important aspect of preparing an application for release is the introduction of basic analytics.

Many developers neglect this fact - and in vain! Subsequently, this leads to large informational holes in progress. The earlier the analytics is connected, the better for the application, remember this.

DO NOT FORGET TO CONNECT ANALYTICS!

What analytical services should I use?

Yes, at least the base - google analytics, fabric.io, flurry.com. All of them will require the inclusion of your own code in your application, be prepared for this.

What data can you learn from them?

  1. Number of new users of the application
  2. Number of active users (- committed at least one active action)
  3. The number of sessions (- user sessions in the application)
  4. Average session length
  5. The number of sessions per user.
  6. Number of screens viewed per session

Especially pay attention to the indicators:

  1. Number of users per day, week, month;
  2. Activation - performing a specific action after installation. This will make it possible to understand whether a person really became a user or he just downloaded the application and forgot about it. This may be the completion of viewing the instructions or clicking the desired button ("start the game", etc.). The number of activations must be correlated with the number of installations.
  3. Retention - the number of users who returned to the application. Measured in percent. Usually, the intervals are measured - every other day, after a week, two weeks, a month.
  4. If the application sells - pay attention to the number of transactions. Also note the ARPU (Average Revenue Per User) and Average Revenue Per Paying User (Average Revenue Per Paying User). The indicators consider revenue from one any user and revenue from one paying user, respectively.
  5. Conversions - the ratio of the number of users to the number of targeted actions. The target action can be not only selling, but also pressing a button, moving to a certain screen, etc.

You can see all these indicators in the "reports" column.

Metadata preparation

We have two definitions of the term "metadata". The first is difficult. This is “data related to additional information about the content or object”. The second is easier. Metadata is the name, descriptions, keywords and other inscriptions (or rather, “data”) that will help the user to understand what your application is all about.

  1. The choice of categories and age restrictions. You can cope with the category yourself, but in case you have forgotten the age categories, we attach link.
  2. Name. You will need to come up with a name that will satisfy several requirements at once. Firstly, it should be short enough to be displayed entirely (the stores have their own limitations on the number of characters), and secondly, it should be clear and immediately explain to the user what the application is doing.
  3. Keywords and descriptions. Do not be lazy to spend a little time to create a quality description. Ideally, the description is a small text that tells you why this application is needed, what problems it solves and how it differs from its competitors. Keywords are similar, but here it is already pushing away from queries in the search. What you need to enter in the search for your application to come out?
  4. Icon and screenshots. Ideally, this graphics should also display functionality or at least be bright. Boring icons and screenshots with obscure features will not help promotion.
  5. Demologin and password for inspectors (in the Appstore).
  6. Promotional images (Google Play) - images that can later be used for promotion.

By setting all these parameters correctly, you will gain significant potential for promoting your application.

What to do with the application after release, we will look at next article