4. Just because you can’t
measure it
quantitatively,
doesn’t mean ‘don’t
measure it.’
5. What Does It Take to Get Paid?
Interest
Investment
Gratification
Value
Pay
6. Measuring “Interest”
• Qualitative: How often did people view
your app description?
• Quantitative: How well do people ‘get’
your app description?
7. Measuring “Investment”
• Free/demo: How many people are
downloading?
• Paid: How many people are buying?
Investment is not the
endgame.
8. Measuring “Gratification”
• Quantitative: How many people are using
your core feature within a day of
installing?
• Qualitative: What do people do
immediately after installing your app?
9. Measuring “Value”
• Quantitative: How frequently are people
using your app?
• Qualitative: What did our app allow you
to do that you couldn’t do before?
10. Getting to “Paid”
• Upgrading to paid version
• Looking for other apps you’ve developed
• Coming to your website to see what else
you do
• Becoming a “daily use” app
11. Now, go do it!
• Write down each “step” your customers
go through to demonstrate interest,
investment, gratification, value.
• Measure whatever you can.
• Iterate on your weakest step.
Notes de l'éditeur
or “make you successful”. I’d be really successful if all my customers did X -- measure how to get to x
If all you measure is downloads, you don’t know what to fix to make that number go higher. Instead, you want to map out each step it takes to get a visitor -> profitable customer
or “make you successful”. I’d be really successful if all my customers did X -- measure how to get to x
This maps most closely to a freemium model - but the steps are pretty similar for paid-only or free apps that monetize in other ways - talk about that as I go.
People need to care that you exist. Need to invest enough time to install. Immediate gratification
ask people to read your description & then how they’d describe it to a friend. what do they think it would allow them to do?
ppl may have installed, they may even have bought, but so far only you have benefitted. until they benefit, no $, no wom, no cross-sells
quant: if you have a movie review app & ppl are successfully looking up a review right away, good sign. “what if they don’t need to read a review?” create demand.
quant: if you have a movie review app & ppl are successfully looking up a review right away, good sign. “what if they don’t need to read a review?” create demand.
quant: if you have a movie review app & ppl are successfully looking up a review right away, good sign. “what if they don’t need to read a review?” create demand.
quant: if you have a movie review app & ppl are successfully looking up a review right away, good sign. “what if they don’t need to read a review?” create demand.