8 Tips to Get Your Killer App Found_Eye For Travel
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Eye for Travel asked me to share tips on how TripIt succeeded in driving millions of app downloads. I presented this at the Eye for Travel Distribution Conference in Chicago in September 2013.
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8 Tips to Get Your Killer App Found_Eye For Travel
- 1. 8 Tips to Get your Killer App Found Heather Forsythe heather@tripit.com September 23, 2013 Eye For Travel Distribution Summit
- 2. • 900K apps on the iPhone app store alone (6/13) • 71 apps downloaded per device lifetime • 41 apps installed on a given device • 11 apps downloaded per year on a device • 15 apps used regularly 2 There is intense competition for app downloads
- 3. In 6 years TripIt has grown to 9 million users… 3
- 4. Looks great, functions well, pleasure to use, intuitive, minimizes battery drain and data usage, kept fresh with updates and enhancements… Tip #1: Most important, create a great app that delights … and fulfills a need for the user 4
- 5. Tip #2: Ongoing effective PR has been one off our biggest drivers of awareness … and downloads 5
- 6. • Mario Armstrong + CES = Today Show = 250% more mobile downloads • JD Andrews + Facebook photo of the week = 200% more “likes” • @ThePointsGuy + #TwitterChat = Trending on Twitter Influencer engagement adds up…
- 7. National network TV Airport TV Airport Wi-fi (ads for access) In-flight video In-flight print Post-flight online retargeting Tip #3: Surround the traveler to build brand awareness 7
- 8. Tip #4: Pay close attention to your app store listings 8 • Name • Icon • Description • Category • Ratings (3.5+) • Being a Featured App or Editor’s Choice really makes a difference Signups via Android
- 9. Tip #5: Identify and Leverage Brand Advocates to Spread the Word 0-6 7-8 9-10 Suggest improvements Share video Share a story Join Cloud 9
- 10. Tip #6: TripIt has used PPC for consistent level of acquisition…but it’s getting more competitive 10 CPA Trend
- 11. Tip #7: Know you LTV – test and learn
- 12. SAMSUNG - distribution Tip #8: Partnerships and co-marketing (barter!) drive awareness and downloads 12 CLEAR - barter
- 13. • Do you want global downloads? • Which platforms (iOS, Android, other)? • Launch and app update timing – be aware of what else is happening then • Pick multiple categories that suit you (travel and….) • Pricing – free or paid/subscription Other things to keep in mind… 13
Notes de l'éditeur
- Even more app downloads (but not everyone who downloads an app signs up and uses it, so we track actual users. I’m going to show you how we’ve done it – on a very limited budget. Half sign up online, then download; half download, then sign up.
- Travel, tech, and mainstream business, and lifestyle Traditional media, bloggers, and influencers Today show – broad reach Influencers: bloggers, travel writers, tech influencers Events to meet bloggers and influencers – SXSW, TBEX, PepCom blog posts, video(s), TripIt Chat (we trended).
- Meet and foster relationships at events like TBEX SXSW CES PepCom
- Name: Should relate to what the product does Easy to remember and pronounce Keep within Google, Android character limits, or it will be cut off Unique Can you get the url and social handles for that name? Test names with your target Icon Simple, few colors, easy to spot – even in a folder Description: Screen shots Search-optimized; maximize keywords Endorsements and awards Video (Android)
- Zuberance is a brand advocacy program that provides a platform to identify and energize our most enthusiastic customers.
- PPC used for consistent level of acquisition …but getting more competitive