The First 30 Days Of A Mobile App
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Transcript of The First 30 Days Of A Mobile App
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The First 30 Days Of A Mobile App
September 25, 2015 | Rajat Garg, Founder, Shimply.com
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The First 30 Days Of A
Mobile App
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My Background
• Stanford Alumni, ex-Amazon
• Built SocialAppsHQ used by 1.6 m businesses
• Built Mobile Apps that were downloaded by 6.5 million users –
Mobile Number Locator, Navigale, Religion Apps, Music Video
Apps etc.
• Currently running Shimply.com
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Mobile Ecosystem = Web Ecosystem
• Google controls Mobile ecosystem more strongly
• In India, Android is used by 90% of users
• Iteration is not easy as you have to ask users to download the app again
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Build a High Quality App to Start With
• Every new app is given a certain amount of visibility by Google
Play and future visibility is a factor of downloads & user
interaction.
• User Interaction is a mix of –
– Frequency of interaction
– Uninstall
– Rating
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Why First 30 days matter?
• If your app does well in first 30 days, your average number of downloads per day will be far more than if it didn’t do well in those 30 days
• One of our apps climbed to #2 spot in Top New Releases chart and got 45K downloads/day. After 30 days, it still got 8-9K downloads/day for several months.
• When re-launched, it didn’t do well in first 30 days and highest number of downloads were 5-6K. After 30 days, it received 1K downloads/day.
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Keywords Matter
• Fiksu research shows that 75% of downloads are
driven by user search
• Searches are usually utility driven or brand driven
• App Title = Main Keyword e.g. “Online Shopping
India”, “Online Railway Tickets” etc
• Brand Name can be a subtitle
• App title should not be changed very often as it
will attract penalty
• Description – write a catchy description with
relevant keywords baked in
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Logo Increases Click Through
• Use strong Colours
• Add Your company name or
Main keyword in logo so that
it’s easier for user to relate to
• 5-10% uplift in users visiting
your app from search page
Brand RecallAttracts user attention
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Screenshots and Videos
• Beautiful and clear screenshots help
in convincing users to download
mobile app better
• Videos don’t seem to have
incremental effect at least in India
but you should have it. Why? You
can use Youtube analytics to get an
idea of your traffic
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Freshness of your App
• Updates to your App & its downloads is an indicator to Google Play
that app is useful.
• All things bring equal, freshly updated app usually ranks higher in
keyword searches.
• Keep your dev cycle short and update the app to resolve bugs (a major
reason for uninstall). 5-6 updates should be done in first 30 days.
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Topping New Releases Chart
• Our app ranked 2nd for 3 days and we
averaged 45K downloads/day
• Once you receive 500-700 downloads per day
in first 3-5 days, you will start to show here.
• Start your ad spend on launch and drive as
many downloads as you can
• Organic downloads will lower your app install
costs
• Release updates often (but not unnecessarily)
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