Got A Travel App? Ready For The Summer?

You might be thinking ‘Nick, you were just talking about marketing our apps at Christmas. Why are you talking about summer time?’. I’m talking about summer time because the minute the ball drops on NYE we are thinking about summer time. So if you’ve got a travel app it’s best to read this post.

…you’ve planned, right?

If you’ve not don’t worry you’ve still got some time to be ahead of this curve.

Sun worshippers search in January…

January is when you start to see the increase in beach beaks and beach holidays. ‘Beach Holidays’ is your typical hockey stick of growth, mouth watering growth. But be cautious, we’ll talk about why later in this post.

Although January is where the volumes peak, the trend begins before the end of December. Timing could be everything here. If you push an update live after the Apple App Store freeze ends you maybe able to get in every with beach/ summer related terms.

Sounds simple…things might not be that simple.

What to look out for

Three things could happen. You switch your focus and BOOM! you nail it and get loads of downs. The other is that you nail the terms and they don’t have enough volume to drive significant volume, which in turns means you’re losing downloads compared to your last keyword pool. Finally, you are in too early and volume hasn’t peak, essentially meaning you’re losing downloads until the volume through.

Trends aren’t volume, please remember this.

As I always say, trend data is good for understanding behaviour but you’ll need to do the due diligence to decide if jumping on a trend will pay off for you. If your app is new take the risk (but be prepared to switch back) because if you crack it in one season you’ll have the data that works for the following year. That’s priceless. It will allow you to focus on progress rather than learnings in future seasons.

Well. That’s my thinking for this Monday. See ya’ll next week…

App Store Freeze 2014, Who’s Ready?

This is just a quick reminder to everyone about the App Store freeze. For those that don’t know what this is, it’s when the Apple App Store team go on Christmas holiday and no more submissions are accepted until their return.

So? What’s the big deal?

…I hear you ask. A side effect of this is that all the App Store result pages also freeze. What this means is if you push your App Store Optimisation prior to this and gain extra positions prior to the freeze you will will hold that position for the 7 days that the App Store is effectively closed. In turn reap a whole load of unchallenged downloads.

The key dates!

  • Freeze period Dec. 22nd to Dec. 29th (Mon to Mon
  • Make sure that your changes are scheduled, submitted, and approved by Dec. 18 (Thurs)
  • Give yourself 7 days to get approved, this means all submissions should to be in by Dec. 11 (tomorrow!!)

Not got a feature to update?

Don’t worry if you’ve not got any features to update for the freeze. It’s perfectly fine to only update the keywords, description, title, logo, video and or screen shots of your app to attract new users.

What you waiting for!?!

You’ve only got about a 1 and a half days to really get things together so stop reading this post and get too it!

Need some up idea’s?

Last month we did a post talking about app marketing around the Christmas period, check out our Christmas App Marketing post here!

Good luck everyone and if you get any great successes from making changes I’d love to hear about them – either comment below, email me or tweet me which ever way is easiest for you.

Ciao for now!

In-App Analytics: Any Is Better Than None!

It blows my mind when I hear app developers and publishers don’t have in-app analytics setup. It makes me feel likes it’s 2001 and we are just discovering the internet and everyone is still treating it like offline marketing and looking at server stats for insights or in our case downloads.

You need to be using in-app analytics. This is not a ‘would be nice to have’ item and there is really no excuse to not have it. Most apps analytics are free for a certain volume of users. If install analytics is all you’re using you’ll never know what’s working and what’s not, what pages are being viewed the longest, what buttons are being pressed, where the user might be having a problem, crashes etc.

Which In-Apps Analytics Package? Any, Just Pick One!

One is better than none. But Try Many.

There are many, many packages out there. What I would suggest is that you find one which you feel comfortable using i.e. easy, quick and gives you the right data.
Load a couple in your app and try them out, find the one you are most comfortable with. I know there is an argument that having lots of analytics codes in your app will slow it down and this does have merit but it’s only for a limited time and in the end you will have working experience with the analytics tool you want to use and be able to compare each platform.

I’m busy too look for one

OK Because I really want you to start using any analytics packages I’ll give you a list of places to look at:

Google Analytics Free
mixpanel Free
Kissmetrics paid
Localytics Free Trial
Flurry – Free

…the list goes on.

I tend to recommend mixpanel to clients as you can get granular data and it also has push message functionality. This means you don’t need to have two separate pieces of code in the app. Thus keep the app as fast as possible.

Google Analytics is OK and certainly better than nothing but the data it gives you is pretty limited and frankly isn’t very actionable. As you’ll be dipping your toes in the water you probably won’t want to pay for Kissmetrics…also I’m not sure how different it is from mixpanel…I’ve never used it.

What The Heck Am I Tracking?

I don’t think I’ll be going too far when I say, EVERYTHING!!!!!

It’s a lot easier to track everything in an app than it is to track everything on a website. Your app will serve a particular purpose. This means it’s got ‘limited’ functionality and, usually, a set number of buttons and actions.

Though if you’ve got an app like tinder or Stylect where a user could swipe hundreds of times in a session you might end up with a problem that you go over your usage limit and get charged, keep this in mind if you’re boot strapped.

How Would I do It?

I would make a list of all the buttons and actions on an app. Next to that list I’d put a friendly name. Then I’d give that list to developer and ask them to make a tracking event for each button and actions. How this is set up is slightly different for each analytics package but they are all well documented so your dev or yourself won’t have a problem figuring it out.

What To Track

You usually need a few to gauge your businesses success and failures. And there is no simple answer. Pages views, times in app etc aren’t really worth governing your strategy with. Unless you have a content lead app then there is an argument for that. Ideally you want more users that spend more time in your app every month. So downloads vs quality of downloads. If you run an ad that gets your 100 downloads and 90 un-install instantly, then you need to fix something or use and another channel for acquisition.

Ideally you want to pick a metric that has an solid comparable figure or rate and which makes an impact on your business.

I can’t really tell you exactly how to do this in a blog post. Every app and business is different.

Now, Go Do It!

You should now have the basics of installing in-app analytics. There will always be a few extra questions and if you have any feel free to stick them in the comments below that way everyone can see the response and won’t need to ask it again.

Over and Out!

Security Alert: Black Hat ASO Malware

Howdy folks!

Last week I saw a post regularly popping up on twitter. Originally it was in Spanish and I was using G translate to try understand it but luckily the content creators published an English version.

Usually I ignore tweets around app store optimization on twitter, on a normal day it’s roughly the same five people re-tweeting their own content repeatedly through bought or automated tweets to manipulate web search. Needless to say I’m not a fan of that behaviour, it’s not adding value and isn’t good marketing. However, on this occasion this particular piece of content was coming from multiple and, seemingly, legitimate places and I’m glad I took the time to read it. Read more