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The keys to successful marketing of an app on the App Store, according to the creator of Instapaper

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The keys to successful marketing of an app on the App Store, according to the creator of Instapaper
The keys to successful marketing of an app on the App Store, according to the creator of Instapaper

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Compartir Las claves del éxito de marketing de una aplicación en la App Store, según el creador de Instapaper

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Marco Arment is the creator of Instapaper, together with ReadItLater the most well known of those services that are dedicated to storing interesting articles and posts to be read later and more comfortably, when we have time. Instapaper is one of the great influences of the “Reader” that Safari has incorporated in its latest mobile and desktop versions and Arment, a man with very clear points of view that he exposes in his always interesting blog.

In a recent podcast with Dan Benjamin, Marco Arment and Benjamin himself have detailed the reasons they believe are key to achieving success on the App Store with an iOS app. And there are some quite out of the ordinary.

  • Don’t play games: If you want to be successful, don’t play low-budget games. Ads in these types of apps “don’t usually end up with a positive ROI” and, in addition, the App Store and the keywords or names used in searches make it very difficult for customers to find your game among the thousands. Only if your app has a very specific and differentiating name, you can take your head out of the pack
  • Although many say no, the free versions do work as a means of attracting new users, especially when they arrive in a specific campaign (Christmas, for example) and are adapted to it, since Apple gives them a lot of visibility in its weekly promotions.
  • Complicating the name or over-describing the application in your title is counterproductive. It’s better to just put the name than to put what it’s for too.
  • Nothing beats an Apple promotion.
  • The peak sales moments usually coincide with the launch of a new device… According to Marco Arment’s perception, people are more likely to spend money on applications as soon as they buy their iPhone or iPad.
  • Apple only promotes the applications that make iOS look great and give the feeling that their mobile device’s operating system rules the industry. The aesthetics and novelty of the application are key. “If you’re one of the first applications that uses a new API well, you’re going to be noticed.

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