Question #2: What are effective Pre-Launch Marketing
Strategies that can help get your app noticed before it goes in the store?
[:10]
Answer #2:
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This is a really hot topic right now. A lot of
people are asking "how do I launch really big? How do I get my app
published? What do I do to make a huge splash? We see these apps and we see a
lot of Blue Cloud people in the Blue Cloud Select Facebook group talking about
these big launches that they're having" and I think that this is a really
important topic and it's going to continue to be more and more important and I
have a feeling that next month we're going to get a ton of questions.
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So what I did, I actually over the past I don't
know month or so, I've built a massive, massive kind of soup to nuts app course
for not only beginners, but just people who want an entire education on apps
and one of the modules that I did was like a 40-50 minute kind of overview
power point walk through of like what it means to launch an app and I went all
the way from pre-launch to you know launch time to post launch. So what I'm
going to do is I'm actually going to put that entire module in here for Blue
Cloud Select members. I'm just going to give it to you guys because I think it
will be a lot of information. I think it won't get into, there's a lot of how
tos and step by steps in there, but it's just going to start a good
conversation. I think it's going to do a much better job than if I sit here and
list off a few bullet points because I'd rather give you much more information
that you can dive into so check out that launch module.
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I talk about it in the module itself, but go buy
Jeff Walker's book "Product Launch Formula". That's what everyone in
internet marketing and mobile marketing reads if they want to launch a big app.
It is the best book on launching you will ever read. So that's an awesome book.
Very applicable to launching apps and just watch the module. I think that will
be a much better use of your time.
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Question #3: If you have a free app in app store, does Apple
not charge anything for that? I know they take 30% of paid apps and in-app
purchases, but do they just accept that free apps pay nothing? I am curious
since I recently uploaded a free app in the app store, but I don't see anything
about Apple charging me? [2:15]
Answer #3:
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Yes, they're not going to charge you although
what they will do is you're going to pay $100 a year to be a developer per
account that you have, but that's the only fee. Ad networks, they don't touch
that money, but ad networks themselves take out the 30%-40% on their own. Like
they already do that on their own budgets, so you've got nothing to worry
about.
Question #4: So you always emphasize how important
analytics in app is to achieve success. How do we actually use analytics in a
brand new app to get new users? I implemented it on one game to track
everything and it helped me find out that there was a level that was impossible
to finish, but it didn't help me increase revenue and users. [3:00]
Answer #4:
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Awesome, awesome question because I think this
is one thing that happens in analytics is that it's obviously really powerful.
There's a ton of data there and you get a lot of data and then you kind of go
'how does this turn into money? What do I do now' and the synthesis of that is
where the real money is. That's the hard part and what I would say to you and
what I would say to anyone is the reason the analytics is so powerful is you
just named a problem that analytics told you and that's what it's going to do
for anyone. It's going to say 'here is where all the problems are' or 'here's
where all the opportunities are' and then it's you to say 'here's the solution
and here's how to fix this'.
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What I would say to you is 'what did you do
about it' so no one could finish this level so did you fix the level? Did you
take the level out? Did you make it a little shorter? Did you put a pop up and
say' this is the longest level ever. If you want to bypass this, pay $1 and you
can go to the next level' maybe.
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So the analytics, let's say you fixed it. What
happens to the people after you fix it? Now do they complete the level? Now
what's the next issue? How far does it go? What is the behavior for people who
finish that level versus people who didn't finish that level? It doesn't even
matter if we get to that level. Things like that. It's all about what you do
from finding out that data and what the solution is that you extrapolate from
that data.
·
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For me, if I said I see a level where it's
impossible to finish, the number one thing I would do is I would make the level
easy to finish and then I would give a reward at the end of that. Let's say
that that's the drop off point. I would say 'you just finished level four.
We're giving you 1,000 free coins because you just achieved fourth level status'
or whatever it may be.
·
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I would do something that gets people to
continue coming back and keep playing levels 5-10. Whatever it may be. I would
find out how can I get people to go to the highest level possible and [unclear
5:18] people who are playing up to level 365 so I mean you can only imagine how
long people will play that game and that's only over the course of six months
when we're updating it constantly and things like that.
·
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It's all about what are you doing to change that
behavior once you identify it. So in a nutshell, analytics helps you identify
ways you'd focus your updates. So you see what the problem is. You see what the
test is going to be and then you update to solve that problem and say we're
going to see if this works from this test. Great question.
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Question #5: I get buying traffic for games like Candy
Crush, but I launched a game (flow source code) and I bought traffic at about
fifty cents per install, but I made about two cents per user. Does it make
sense to buy traffic for simple puzzle games or should I focus on bigger games
like casino?
Answer #5:
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Okay, a really good question and this is
something Andrew talks a lot about on his Facebook ad course. I've taken that
and it's really helpful, but when you say something like this, I think you're
looking at buying traffic as if you were trying to make money on that fifty
cents, so you're trying to say "I'm going to spend fifty cents. I'm going
to try to make fifty five cents on the back end. I'm going to try to make my
money back", but the problem is yeah, a simple puzzle game is not what
it's built for. Like there's no simple puzzle game in the world where you can
go and buy traffic on that and you're going to make your money back really
quickly.
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What I would say is instead of thinking about
here's how much I spent, here's how much I'm making, think about here's how
much I spent and here's the data I got. I went out and got 200 new users from
this country or on tablets and not iPhones or iPads and not iPhones and here's
what I learned form it. So instead of thinking about the ROI in terms of how
much money you're making, think about it in terms of what data are you getting.
What are you learning about your product and about your customers that you can
then go and cater to them more? You might find that in Brazil you've got
awesome customers so you say "I'm going to go buy 200 more Brazilian users
and see if this theory really works" and then you can kind of back off
from there.
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The difference between small puzzle games and
those large casino apps or large builder games is lifetime value is calculated
very differently. On a small game, lifetime value is just never going to be
that big. It's more of a viral coefficient where the big apps, they extrapolate
over the course of 500 or 550 days so it's a very, very different user, very
different psychology and so it is apples and oranges. It doesn't mean that you
shouldn't buy traffic, it just means that when you buy traffic on a small game,
it's so that you can get data versus on a big game, they're getting data but
they're also trying to make return on investment because their game can sustain
that kind of an investment.
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When you buy traffic on something small, it
means you're going to get lots of data quickly so that you can update quickly
than if you had to just go and update your keywords and wait for the review and
see what the trends are. With buying traffic, what a lot of people forget is in
24 hours you can get all the information and all the insights you ever wanted
to know about your app as opposed to waiting a whole week to get enough
downloads to do that. Now you're kind of trading time for money there, but
that's the beauty of it. If you want to get your app, if you want to figure out
what the problems are as fast as possible, that's the way to do it. You go buy
traffic and you figure it out. We do that all the time with our apps and on our
Blue Cloud websites and some of these bigger apps I'm working on we just go
"I think we should use an on boarding experience for this and we're only
getting 300 downloads a day. Let's go buy 5,000 downloads really fast and see
what the delta is when we AB test that on boarding" and at the end of that
test we say it either worked or it didn't. We could have waited three weeks,
but we had it done in two days and now we know. We don't have to waste time
trying to decide. We just know. So that's what it's all about with the small
games. It's like how do I find out what the updates are.
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Question #6: Incentive installs still working to boost
games? [9:50]
Answer #6:
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So the idea being, correct me if I'm wrong, but
if you put incentivised you know Tapjoy and centivised videos, does that work
to create revenue? The answer is yes although it's not quite what it used to
be. Oops I guess I clicked that link. Sorry about that guys. Incentivised is
not quite what it used to be.
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Apple has kind of clamped down on this. You can
still do it, especially if you do it in a really elegant way, but in terms of
making money and revenue in your app, it's really not that powerful of a
strategy, at least not as it used to be.
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Incentives only work when you already have an in
app purchase intention. So when we were working on [unclear 10:48], they
basically made double their money by putting Tapjoy in versus in app purchases.
They had a huge builder game and we were doing this on Shipwrecked and the
reason why is because all of those people that already were spending money, we
already knew that a lot of people wanted to buy in app purchase. There's a huge
community of people that they didn't want to go over that first line of
spending a dollar, they always wanted their things for free, but we knew that
they were willing enough to do it versus other apps where there's massive
traffic, but no one really buys the in app purchases because it just doesn't
make a lot of sense in the app and if you throw something like Tapjoy or
incentivised videos in there, it doesn't do well at all and people wonder why
not because they have millions of users, but it's because there's not a big incentive.
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Now a good example is one of those, I did a
bunch of apps on how to get free likes on Instagram and followers and all that
and we were killing it, making like $10,000-$15,000 a week and you can imagine
people were spending tons of money to get like thousands of likes on their
photos and incentives worked really well in that app because we knew that
people really wanted to buy stuff already and so we just needed to give more
options for people to get what they really wanted as opposed to spending money.
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Now if you want a full list of all these
incentivised networks and ways to make money, you can go to the website
www.mobyaffiliates.com/blog/a-list-of-incentivised-mobile-ad-networks/. It's
probably easier to Google it if you don't want to copy it, but you know it can
work if you already have that high in app purchase incentive, but I would focus
on getting that point first.
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I hope that answers the question.
Question #7: Why don't you use your huge experience for
your own benefits? I mean why do you share all these secrets unless it's very
hard competition out there? Why I only find old app not the trend app that
really worth to start? Am really sorry for my questions, but I get tired of
spending money around. Hope you understand and give me truth answer. Thanks.
[13:02]
Answer #7:
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So I think the question here is asking why are
you sharing all this. Are you just doing this because it's too hard to do this
yourself and you're trying to make money off of us by not telling us
everything. You know, why do I not see all the new stuff or whatever it may be.
So I can understand this. I've been in that position and I get it. That's where
I started.
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I think what you'll see is I've actually been
sharing this stuff since 2011 and it's funny because I think we were in what I
call the first gold rush between 2012 and 2014, all about reskinning and stuff
like that, ad networks and everything. I think we're about to go into the
second big gold rush, which is going to be all about creating really good
products. It's going to be about bridging the gap between the kind of the money
outside of the app store and the money inside of the app store and being able
to do things with partnerships and subscription models and distribution
platforms, so I think that we're going to see another big kind of boom and I
hope I can share as much as I possible can. Just already we're starting to see
people in Blue Cloud Select updating their apps and following a lot of the
analytics and doing a lot of the systematic testing we talk a lot about that we
never would have talked about a year or two years ago and they're starting to
see big results too that are much more long term and sustainable.
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So I guess my point is I've been sharing stuff
for three or four years and it has nothing to do with, I don't care about
sharing my deepest secrets. I will always share my deepest secrets. Most people
won't do anything about it. They'll realize that the secrets don't really do
anything. You still have to do some work to make it happen and I'm more than
happy to share it all because all I care about is the people out there who are
willing to go and make that work and put the action and take it to the next
level.
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In terms of like looking at the old apps and why
do you see old apps that aren't really the ones that are going to knock it out
of the park, I think my point would be you could take any app in the store and
if you give it a really good update, you have a really new app that could
totally kill it. I mean I've seen it happen multiple times. Recently I just saw
an app that got updated and went to number one in the entire app store. The app
was built four years ago, so I mean this could happen really easily.
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The other piece in terms of if you're referring
to my portfolios and why don't you see me pumping out apps all the time, well
the difference is that I work on really big apps now. I don't necessarily go
and build small you know kind of mini apps like I used to, but we do build our
own apps. We're going to launch a few more pretty soon, but I work on like
venture capital raised apps so that I can understand those models and be able
to help you guys out with that, but then I also have tons of people emailing me
information so that I can share it with you so if there's something happening
in the app store, if there's some trend happening in ASO, even if I don't do it
myself like personally like see it on a day to day, like all my friends in my
network will email everyone else and say 'this is what's happening. Make sure
you know what's going on and we can all kind of figure it out'.
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I think finally just a quote that I really live
by is "you can have everything in life you want if you will just help
enough other people get what they want". I personally don't care nearly as
much about making $100 million as I do about making, like helping 500 or 1,000
of you guys get to a point where you are happy and satisfied with your life. So
if that means sharing secrets and like cannibalizing my own success, I don't
care because my life is not about becoming the titan of all titans. It's about
making a difference and helping other people. At the end of the day, that's all
that really matters. So, that's why and I can understand where you're coming
from and the frustration. What I can tell you is that like it always comes down
to having really great products and being unique and just pushing it to the
limits. That will get you where you want to go. I can promise you that.
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