How To Get The Most Out Of Your App: An App Developer's Guide To Pricing Tests

 

If you plan on developing an app, when you think about pricing, the first question that comes to mind is, how much should your app cost?

Creating an app can require significant time, effort, and financial resources. With a large number of apps available in the Apple Store and Google Play, it may be difficult to find a niche market or specific function that your app will have. That is when pricing becomes essential.

The pricing strategy of an app is how one decides the price at which they want to sell the mobile application or what price should be set for an individual application. Mobile app pricing is one of the difficult and crucial elements of mobile app development. It is a must to apply the correct pricing strategy if you want your app to get noticed on the app store. There are many factors to consider when selecting the right pricing strategy for your mobile app. In this article, we will explain the necessary actions and analyses you can make for mobile app pricing.

Get Started on Determining the Pricing Strategy For Your App

Pricing is just one of the many factors that contribute to a subscription-based app’s long-term success. Other variables include the existence of similar offers on the market and customer purchasing power. If a customer has a strong preference for your product, they may be willing to pay more. By testing different price ranges, you can determine what price yields the highest profit margin.

Before conducting a pricing test, the first thing you should do is define a testing objective. What kind of outcome do you need for your next strategy? You can choose an objective such as increasing your conversion rate or lifetime value, decreasing your acquisition cost, etc. After deciding on an objective, you should create different hypotheses to help you reach the outcome you need as the next step. For example, “If I create a trial, I will lower my acquisition cost” can be considered as defining a target.

It’s important to take a look at the previous pricing strategies that’s been used in your app. Which prices worked the best? The outcomes also change for each country. As Cherry, we’re looking at the database of your app and analyzing all the prices that have been tried before for each country. This approach shows us what kind of strategy works best for your app. It also helps us see where your app is standing in terms of pricing, and how to take the next step.


After seeing and analyzing the results, it could be best if you can predict the conversion rate and lifetime value of each package. If you can’t, working with a professional pricing team can help you get a long way on your pricing efforts, and reach the maximum results.

After the analyses you’ve made, you can start your testing stage. In this step, you should conduct A/B tests. But what’s an A/B test?

A/B Testing

A/B testing is a user experience research methodology.*  This method provides a way to compare two versions of a single variable, such as comparing variant A against variant B to see which performs better. In this case, you can compare the two different pricing you’ve created for your app. As a result, one variant will outperform the other, so you can see which version will convert better.

A/B testing is used to identify the best possible user experience and deliver the best possible results. A/B testing is particularly useful when it’s used to target mobile app users based on a specific geographic region or country. You can use this test for your ads, as well as your pricing strategy. For example, by exposing two different prices to two smaller but similar audiences, you will see the outcome of each and use the one with a higher conversion rate. Thus, you can reach the best possible outcome for your pricing strategy.

When the test reaches out to enough users, it can be closed. When you compare the previous outcome with the result of the test, you should see an improvement to end your test successfully. The improvement rate should increase at least 20% or more. And after that, you can use this new proven way as the next strategy for your mobile app. And change the prices accordingly on each country you’ve made a test on. And now, your app will be stronger and you’re ready to reach more installs and subscriptions!

•••

The pricing strategy of your mobile app depends on various factors like the target market, team size, quality and features of your mobile app, etc.

You may have also read that you should determine the end value of your app to be able to set the right price. The only problem is that if you have no idea how to calculate the value of a particular app, then figuring out a profitable price may be a hard task to take.

If you are on a tight budget, you can work with a publishing company like Cherry.

Cherry works with a partnership model that allows qualified mobile apps to reach their target audience, without the creators of the app spending a dime. Since marketing a mobile app is an expensive job that requires expertise from several fields, you will be able to make the most of your app and reach your users worldwide.



So, if you are interested and would like to know more, 
please drop us an email: “hello@getcherry.app” 

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The Art Of Retention 02: Key Strategies to Prevent Churn and Keep Your Users


Keeping customers happy—and therefore helping to prevent them from churning—is one of the most important aspects of a mobile marketing strategy. For a number of reasons, mobile app developers have been focusing on churn prevention.


Mobile customer churn is a top concern for marketers. The cost of acquiring a new customer is often much higher than the cost of retaining an existing one. To minimize the risk of churn and keep customers happy, marketers need to focus on retention. Keeping your customers engaged and involved with your brand builds loyalty and ensures the longevity of your business.

Strategies for stopping the churn rate can be a life-safer for your app. According to several metrics, the mobile apps that create a strong consumer base are the ones that thrive and grow. Keeping your customers involved and excited ensures their loyalty and keeps your business healthy. In this article, we will explain how you can decrease your churn rate and encourage your users to keep using your app.

What Does Churn Rate Mean For Mobile Apps?

App churn rate is a common metric used to measure success and is the percentage of users who uninstall or stop engaging with an app over time. The average app retention rate is measured at 1 day, 7 days, and 30 days after users first install the app. Since retention rate means the number of users who’ve stayed in the app, the churn rate is the opposite of this metric. In this way, you can calculate the churn rate of your mobile app with this formula: (1 - Retention Rate = Churn Rate)

As an app developer, paying attention to your churn rate will help you a lot in several ways.

How To Stop Your Users From Churn

If a user is about to churn your app, you can take a few steps to stop them. The first step is finding the reason behind the churn decision, the second step is learning about the users, and the third step is rebuilding connections. You can use the information you’ve gathered from the last step to prevent future churns.

1- Finding Out The Churn Decision

App companies have availability to certain tools to find the churn reasons. In this way, the reason to churn can be discovered based on metrics with these tools. Also, users, who still have your app but not using it can also be considered churned users.

A user’s reason to leave your app can be the result of several things. The onboarding of the app might not be informative enough, and your app might have technical issues. Maybe the pricing of the app might be expensive or your user might have faced billing issues with your app. When you discover the reasons, you can start to understand the user's perspective and become prepared to take the next action.

2- Learning About Your User Profile

The second step you can take for reducing your churn rate is having a closer look at your users and getting to know them a little deeper. Which country do they live in? What are their age, education, gender, marital status, or job status? This can allow you to determine how they engage with your app, and the possible challenges and frustrations they might have faced. But in the world of mobile apps, data gives us the most accurate outcome and helps you to learn where your app stands.

Segmentation of your users will give you the accurate results you need in this step, and users can be segmented with the tools used by app companies. You can also receive the phone number or email address of your users, or send them push notifications.

3- Connecting With The Users

The next step is creating a hypothesis around why they decided to churn your app. And according to your hypothesis, you can reach out to them, and change their churn decision. There are dynamic paywall tools and in-app notification tools to connect with your users, which are generally used by app companies.

By reconnecting, you can showcase the functions of your app that might benefit the group of users who might be interested. App developers can also inform their users who’ve churned their app about new features, or the features or issues that have been fixed. If the problems your users face cannot be resolved easily, you can help them with your customer support, if you have one.

A large number of churned users face billing issues on mobile apps. Make sure to send reminders to your users that their subscription is ending, their payments haven’t been received, so they can make their payment.

The companies or services you’ve stopped using, generally ask why you left and may send you a survey to find out why. They may also send special offers, and different services, or explain to you how you can use or benefit from their services in the best way. These strategies are used by mobile apps too. It works well to reduce your churn rate and gain some of your users back.



4- Preventing Possible Churns In The Future

Now that you’ve gained a lot of insights about why people churn your app, who they are, and the issues they might have faced you can use these steps to prevent a possible churn in the future.

Think about the users who generally leave your app, and create a journey or roadmap for your similar, current users. If they’ve left your app because of technical issues, make sure to fix them. If they need to be assisted or informed in the specific steps inside of your app, you can create pop-ups or screens that are helpful or informative. If the churn reason is generally about pricing or billing issues, make sure to arrange them in the best way that users will prefer. And with these strategies, you can prevent possible future churns, and improve the weak sides of your app.

Grace Period

Handling payments can be time-consuming both for the user and developer. Most often, problems with payment occur because of billing issues. That’s why a grace period can be helpful to recover lost revenue and keep your users satisfied.

Apple’s Grace Period is a powerful tool to improve your app’s retention. This service is generally overlooked by developers, but it’s a life-saving tool to enhance your retention and decrease your churn rate. As we’ve discussed, billing problems are one of the top reasons users churn. With the grace period, Apple allows churned users some time based on their subscription period, to renew their payment. If users are able to renew their subscription during the given time, developers earn a profit from these missing days.

The time provided by Apple is called “Billing Retry State” and the company gives 6 days for weekly subscriptions and 16 days for monthly or longer subscriptions for the renewal.


Image Credit: Apple

The grace period should be enabled for mobile apps in order to work, and it’s a great opportunity and a life-safer for both users and developers. Users can have some time to renew their subscriptions and not lose the information they have in the app. And developers will be able to recover the money lost during these missing days. For more information and details, you can visit this Grace Period page of Apple.

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To sum up, it’s easier than ever to measure your mobile churn rates. And if you can quantify the losses you’re experiencing, you can make informed decisions about what steps to take next. You can quantify your losses and apply best practices to minimize churn and thereby empower your mobile marketing strategy.

In the end, all these strategies are designed to make it easier for you to talk to your customers and get them engaged with your business. When your users don’t churn, they can become loyal users, and so you can rest easy knowing that you’re not going to lose your profit and user satisfaction over time. And even if you’re a beginner in app development or app marketing, you can access advanced tools by partnering with Cherry. As an app publishing company, Cherry uses advanced tools and has a professional team to handle all the marketing processes of your app. With the data-oriented approach and a high level of budget, you can market your app worldwide. To get started, submit your app and get your product tested by us in order to be marketed. The marketing you need is possible with Cherry. Submit your app and learn more.


So, if you are interested and would like to know more,

please drop us an email: “hello@getcherry.app

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Marketing Tests 101 - Make The Most Of Your Ads By Testing In Real Life


Testing, it’s not just for websites. Optimizing your app – and your marketing campaigns – is crucial to success in a more competitive app market than ever before. Even a small change in user experience can have a significant impact on conversion rates, so it’s important to test what works, and what doesn’t.


You can test different elements of your mobile app, ads in a visual form and text form, or different pricing strategies. With the help of testing, you can understand your users’ behavior, see the elements your potential users focus on, and what’s working for different audiences of your app. So that you can figure out the most compelling and successful ads and pricing strategy for your app, and use your budget, time, and efforts in this way.

A/B Testing


A/B Testing for mobile apps is done by segmenting an audience into two (or more) groups homogeneously and seeing how a variable affects user behavior by applying different versions of the variable to different segments. It is used to identify the best possible user experience and deliver the best possible results.

A/B testing is used to test your marketing approach, but the concept itself is simple: you split your traffic into two or more groups and modify a given aspect about one of these groups in order to learn which one performs better. There are many possible ways to use A/B tests for your marketing. You could test button color, form layout, ad copy, or even the price of your product and learn which variant drives more sales – all without losing money in the process.

Testing Google Text Campaigns


Source: Affde

As Google Ads states, “Use ad variations to test and iterate creative messages.” It’s important to test out different text combinations, and see which ones are more engaging and converting. Testing will show you how you can showcase your app’s unique qualities, find the audience that needs your product, and will respond to your ads.

A Google text ad has a headline and description. The headline is 30, and the description is 90 characters. And a Google text ad set has five headlines and descriptions.

You can test the length of your text ads, which call to action to use, or the language and tone you use in your ads. Google usually gains learning on the text ads in three weeks or more. After the learning period, you can see which text ads are successful from your Google Ads account. Google displays the results for each text as “Best”, “Good” or “Low”. And you can continue to use “Best” and “Good” ones or create similar ads for your next campaign.

Also, make sure to test your ads in a specific period of time. And the ad variations should be different, but similar enough to see and learn from the difference, as Google Ads states.

Testing Google Display Ad Campaigns


Image Source: Abyssales

Testing is a good way to measure the effectiveness of display advertising. There are many approaches that can help you get better conversion rates with display advertising and one of them is A/B testing.

As a result, you can see a significant increase in your conversion rates, understand the behavior and likes of your target audience, create a better design for your future Google display campaigns, and reach higher results and revenue.

For testing display ads for Google,  you can rotate ads indefinitely, and try different fonts, colors, contrasts, sizes, and background images. As well as two different display ads for two different display ad content can be created so that your content and visual strategy can complete and harmonize each other. Just like in-text ads, Google shows the result of display ads as “Best”, “Good” and “Low”. And you can continue with the best or good ones and also create your next campaign based on the most converting display ads.

App Store Tests 


When it comes to running ads in the Apple Search, things are fairly simple- you create campaigns and ad groups and specify from where you want your products to be promoted.

You can create different variants for your app screenshots. From your App Store Connect account, click on “Add Creative Set” and add your different App Store Preview (App Screenshot) designs from here. You can add two different creative sets and test which one converts the best.

The app screenshots you created for the test, will be displayed on Apple Search Ads. You can see different results such as Impressions, Taps, Installs, and TTR (Tap-Through-Rate) and see how successful your creative sets are.

You can also discover the problem areas on your screenshots. For example, if you have a high rate of taps but a low rate of installs, your creative set might be eye-catchy, but cannot explain the app accurately. The key is to display a creative set with a high conversion rate, that attracts users, explains the app really well, and encourages them to download the app.

Marketing tests require organization, planning, methods, tools, expertise, budget, and time. If you have a hard time conducting marketing tests and making the most of your ads, you can work with a professional team to maximize results. The marketing team of Cherry can work with your app, organize marketing tests and help you reach the best results without spending your money or time. To discover the world of Cherry and how the partnership model works, reach out to us or submit your app and learn more.

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Conducting marketing tests is one of the best ways to improve your conversion rates for the long term. Through testing, you can find the mix of elements that influence customer behavior and improve on them by trying out different options. This means that you’re getting results faster, with less effort, thanks to the data provided in your testing tools.

Whether you’re optimizing your advertisement strategy or experimenting with app update text, marketing tests will provide a clearer picture of how to improve your conversion rates on each individual element.


So, if you are interested and would like to know more,

please drop us an email: “hello@getcherry.app

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Remarketing: Expand Your Revenue & Users With This Thriving Marketing Strategy


Have you ever wondered why people leave your app page, without taking any action? They might have been confused, maybe they kept researching, delaying their action, or couldn’t make up their mind yet.


Remarketing or retargeting is an act of reaching out to these visitors again. With this digital marketing strategy, the visitors who’ve left your app page without making any action will see the ad of your app. Your product will come to their mind and remind them of the app they’ve previously visited with the retargeted ads.

In this article, we will explain how you can take this digital marketing action in Google Ads and Apple Search Ads for your mobile app.

Why Remarketing Is Beneficial?

This digital marketing strategy is a cost-effective and successful technique to try.

* The Average CTR for Retargeting Ads is 10 Times Higher than Regular Display Ads.*

* It has a 1,046% efficiency rate over other ad placement strategies.*

* 68% of marketing agencies and 49% of brands have a dedicated budget for retargeting.*

* 65% of online viewers notice & consider ads showing products they viewed from another page.*

Considering that the studies and metrics support Remarketing strategy, it’s a great way to help people stay connected with your product and it’s cost-effective.

Remarketing On Google Ads

Google Remarketing is an advertising model, using the Google Ad network, which enables you to reach your site's visitors on other websites. When a user visits your website, Google remarketing code on the page adds them to your remarketing list. As the user visits other websites that use the Google Ad network, they are served your ad. When customizing your remarketing lists, you can prioritize new or returning customers.

In this way, Google lets you refine your remarketing audience and you can focus on converting new or past visitors or both. Remarketed pop-ups are advertisements or follow-up messages you send to prospects via email that saw your ads earlier.

On Google Ads, you can retarget your ads in the Display Network campaigns.

 

How To Retarget Your Ads For Mobile Apps On Google Ads

1. Open the audience manager section in your Google Ads account, and click on the remarketing section. Select “App Users” and continue.



Image Credits: Adespresso

2. Select which type of users you want to reach.



Image Credits: Adespresso

3. Select the iOS or Android platform, and how recently people used your app.


Image Credits: Adespresso




Remarketing On Apple Search Ads

Apple Search Ads also allows marketers to make a remarketing strategy. You can see the “Returning User” section in the audience refinements, and Apple works on two different scenarios to return your users.

1- Users who’ve previously downloaded your app
2- users who’ve downloaded your app to another device

ASA shows both of these users as returning users in the reporting of your ads.

If customers already have the app, they’ll see a [OPEN] button. If the app isn’t present on the specific device they’re using, they’ll see a redownload icon.” as Apple explains. Adding returning users to your app campaign is a beneficial strategy and a high potential move for your app.

Unlike Google Ads or Facebook Ads, (which work with a Cost-Per-Install, or CPI model) this platform works with a Cost-Per-Tap (CPT) model. This means that every time a potential user taps on your ad after a keyword search, you need to pay Apple.*

Though this ad platform doesn’t have advanced targeting options for Retargeting, you can reach a high number of installs and revenue, if you can apply a proper keyword strategy.*

Knowing the user’s intent with keywords and controlling your budget may be a hard task if you’re just starting out to market your app. As Cherry, we’ve created several app retargeting app campaigns for different mobile apps and helped them reach more users. Click here to reach us, and learn how we can help you with our partnership model. (here kısmına mail adresimizi koyacağım siteye yüklerken)

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Remarketing is a powerful tool to keep your brand at the top of your potential customers’ minds. If these people are actively looking for an app that matches your app, you can remind them of it through ads. As a result, they may revisit the app page in Google Play Store or Apple App Store, and even download and use your app.

You can add this method to your app marketing strategy, and try remarketing campaigns yourself or with the help of a professional team, who will handle every detail and apply all the unrivaled methods they’ve tried and succeed. If you’re not a professional marketer and need to have your budget and time under control, Cherry can help you to make this effort and reach maximum results.

 


So, if you are interested and would like to know more,

please drop us an email: “hello@getcherry.app

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Google Ads 101: How To Advertise On Google And Where to Start - Everything You Need To Know

Google Ads is a type of advertising service offered by Google. Google Ads enables businesses to market their products and services through this digital platform. Thus, businesses can promote their products and services by using the right strategy. It’s a great option for marketers looking to maximize leads, conversions, and sales for their business.

We’ve uncovered the frequently asked questions and answered everything you need to know.

What Is Google Ads And How Do You Use Them?

Google Ads is Google's online advertising program. Advertisers can bid to display their ads, service offerings, product listings, or videos to web users. Services are offered under a pay-per-click (PPC) pricing model.* Through Google Ads, you can create online ads to reach people exactly when they're interested in the products and services that you offer.*

You can start to use Google Ads by signing into your Google Ads account, clicking Campaigns, and then clicking the plus (+) button and selecting New Campaign.

For the next step, you can select your advertising objective for the campaign, and your conversion goals. After this action, you can choose your campaign type and click continue.

If you aim to market your mobile app, you should select the app campaign type and click continue.

Google ads have three campaign types for mobile apps:

1- App Installs

Run advertisements that encourage customers to download your application.

To help you get the most from your advertising budget, Google Ads automatically targets your ads to similar users—those who are likely to be interested in installing your app.

2- App Engagement

This campaign type focuses on the individuals already interested in your app and takes them to a targeted landing page. Unlike the app install campaigns, you can target the user by selecting the event that you want. In this way, you can use this campaign type in which package you want to attract users to your application.

3- App Pre-registration (Android only)

You can use ads to build excitement and awareness for your app, days before it is launching on Google Play. To do this, you can create an App campaign for the title in your Play Console. You can then advertise the pre-registration of your app or game from the Play store.

What Does Google Ads Offer?

Google Ads allows you to create and share well-timed ads via both mobile and desktop, among your target audience. When people search for similar products or services like yours, your business can show up on the search engine results. In this way, you can reach your potential users at the right moment.



Depending on your vision for your mobile app, Google ads offer different options to reach your goal.


              Search: Text ads on search results
              Display: Image ads on websites
              Video: Video ads on YouTube
              Discovery: Advertise within online feeds
              App: Promote your app on many channels

Your ads will appear on real-time searches, and different placements such as Google search results, Google Play Store, YouTube, the Google Display Network, AdMob, Discover on Google Search, Google Ads search partners, and many more publishers who host app ads.*

Show up when people search for what you offer. Google is where people search for what to do, where to go, and what to buy. Your digital ads can appear on Google at the very moment someone is looking for products or services like yours. Whether they’re on desktop or mobile, a well-timed ad can turn people into valuable customers.” as Google Ads states on its official website.

If you’re not sure which one to start with, you can read Google’s guidelines about each advertising option. Also for mobile apps, the Cherry team can help you determine the best platform and placement for your mobile app.

Is Google Ads For Free?

Creating a Google Ads account is free, but creating Google Ads campaigns requires different amounts of budget, depending on your advertising goals. Also, if you’re creating a campaign for the first time, Google Ads gives you free credits.

How Much Does Google Ads Cost?

How much do you want to spend, in which time periods, and which placements? You can select your requirements on your Google Ads account while creating campaigns, and see how much it will cost for you.

After you select your budget and all your requirements, Google Ads shows the estimated results depending on your selection. For example, if you create a display app campaign with $500 in the United States, your estimated results might be between 200-300 clicks. Since it changes for every selection, you should create a campaign and see your own estimated result.

On Google Ads, you can select your monthly budget, and not spend more than the limit you’ve set.

What Are Google Ads Based On?

Google Ads uses cookies and keywords determined by advertisers to place advertising copy on pages, where they think it might be relevant. Advertisers pay when users divert their browsing to click on the advertising copy.

Why Are Google Ads Important?

Google processes more than 3.5 billion searches every day, and 1.2 trillion searches every year. Your ads will appear on a variety of placements (Google Search, Google Play Store, YouTube, the Google Display Network, AdMob, and Google search partners.* ) which is a huge opportunity for marketers to reach their potential users at the right place, and the right time.

With Google Ads, businesses can test and choose what works best for their business through trial and error. Each of these listed ad variations can help businesses reach their goals, depending on the kind of attention the business wants to attract, the business’ budget, and what products/services they offer.

To sum up, Google Ads allows you to reach a large audience, has the ability to test your ads so you can use the one that works best, and helps you find your potential users at the right moment and platform.

If you have a limited budget and don’t know where to start, our professional marketing team at Cherry can help. With our partnership model, we can do this process without you having to pay for it. So you can maximize the potential of your app without spending your money and time.



So, if you are interested and would like to know more,

please drop us an email: “hello@getcherry.app

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The Art of Acquisition 07: Converting Installs to Subscriptions

As an app developer, you may directly focus on the conversion rate of your app and miss the underlying details that are key for your growth.

One of the most important metrics that mobile marketers work to increase is their app’s conversion rates. But according to a study, only %2 of app installs lead to purchases. This means conversion isn’t enough of a metric alone, it needs to be supported by the next steps of the user’s journey, such as subscription, to become an actual indicator of growth.

We’ve uncovered a few steps that will lead your users to subscribe to your app, and ultimately, bring the desired growth and revenue for your mobile app. The first step from installation to subscription and the first method your subscribers will see is the paywall.

  1. Paywalls



    Paywalls emerged as a popular business model online in the mid-2000s. They are a form of content restriction that requires people to pay a fee in order to read or view the full content. They work best when used on digital media such as websites, apps, and mobile devices.

    Paywalls offer a few different models, as described below. Before launching your app with a paywall, you can consider the following concepts and definitions and apply the most useful one for your app.

    a) Hard Paywalls

    A hard paywall is the type of paywall that requires a subscription right away. When a user installs an app, accesses a website, and starts taking action, the paywall appears on the screen. These types of paywalls are mostly used by media and journalism companies, such as websites of newspapers, or magazines.

    Hard paywalls are usually not recommended by marketers, since it’s a well-known fact that it causes users to abandon the platform most of the time.*

    b) Soft (Metered) Paywalls

    When users can have the experience of your app or benefit from your services for a limited time, we call this type of paywall a soft paywall. In order to use the advanced features or access all the features of your app, users have to start a subscription plan on the soft paywalls. As a developer, you can determine which features users can access for free, and how long their time on your app will last.

    The article platform Medium and media outlet New York Times uses this model. Although it’s a relatively successful paywall type, it’s still hard to convert high numbers of installs to subscriptions with this model, since it works on a small number of users for mobile apps.

    c) Freemium Paywalls

    In the Freemium paywall model, you can allow access to the major part of your app but restrict access to the premium part of it. In this way, you can reach different kinds of users and showcase the majority of your app to a general audience. Having something to offer to your users is great, but the disadvantage of this paywall is, only the premium part of the app is monetized in general.

    d) Dynamic Paywalls

    Though it’s a little bit complex to create one, dynamic paywalls show more information and subscription packages to users. This kind of paywall only appears if the user is very likely to subscribe, according to the discovery and research you will do on your users. If you want to use a dynamic paywall, timing is very important, as well as content and the design of your paywall. They should be created in the most beneficial way.

    In other words, dynamic paywalls require expertise, analysis, and data about your users to work in the most efficient way.


For this step, you can determine which paywall you should use, how much information your paywall will cover, and the timing of it. If you’ve gained an understanding of paywalls, you can read the next step, which is Subscription Packages.

Subscription Packages


The next screen after the paywall (or during, if you use a dynamic paywall) your users will see is the subscription packages screen. During this stage, there are a few elements you need to know, such as the loyalty level of your app, what kind of a service your app offers, can your services be used for a long period or short period of time, and the pricing of your packages. The subscription packages can be seasonal and can change based on the needs of your current and potential users. The packages also can be renewed from time to time.

Understanding The Characteristics Of Your App & Your Potential Users

Another important piece of information is the characteristics of your app, as well as the details about your users. What are your users' demographics, gender, income, country, and age? What kind of solution do you provide with your app? What are the usage habits of your users? While you can do proper research on the internet, you will still be estimating this information and cannot be 100% sure unless you gather metrics and work based on numbers. To be certain and work with solid facts, the best method is conducting tests.

Localization, Design, And Pricing

Since every information you’ve collected may vary for different countries, categories, and time periods, you should do testing and follow a different strategy for the results. As an app developer, you should know your competitors, their subscription packages, and paywalls. Localization is also another important factor that can help your app reach users worldwide.

The design and content of your paywalls and subscription packages are also very critical. They should reflect your app, connect and convince your users to take the next step, and should be created in the most profitable way to the users. Both user experience and user interface should be on a good level, they should be understandable, readable, should appear at the right time, and convince them to take the action.

Users should understand and feel that they will find the solution by subscribing to your app, and your app will actually bring a benefit, change and impact to their life. And from colors, you use to the package offerings and pricing, these steps should be taken professionally and based on metrics to ensure optimal returns.

Conversation Rate And LTV Metrics

Every app has different characteristics. Your app can work great in Japan but you may need to offer longer periods of subscription packages in Russia to get similar results, you can gather this information by testing. Making segmentations about your users and their countries will maximize your conversion rate, and will hold a critical place for the lifetime value of your app.

If you cannot adjust the strategies that are depending on the different factors, your conversation rate and LTV will be lower. And when these two metrics are low, you may see low install and subscription rates as a result.

***

In other words, having a broader perspective and understanding of each step of the user’s journey will help you reach your desired results.

You may need to work with pricing analysts, designers and you may need to conduct tests to solidify your efforts. These steps can cost you a lot. This is where Cherry comes into play. Cherry can help you to fund and manage every aspect of your mobile app’s marketing process, from pricing, content to creatives. On the journey to your app’s success, you can reach growth and revenue with Cherry, in the best way possible.


So, if you are interested and would like to know more,

please drop us an email: “hello@getcherry.app

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ASO 101: Learn App Store Optimization Strategies For Marketing Your App



App Store Optimization (ASO)—also known as ranking in the App Store—is among the most important marketing strategies for mobile apps. Despite the explosive growth of mobile app downloads, sales of mobile apps are dismal. While there’s little doubt that ASO can help grow your business, there are many myths surrounding it with one of the biggest beings that all app developers should invest in a paid ASO service. In this article, we will review the basics of ASO and highlight strategies you can apply to your mobile app.

What Is App Store Optimization?

App Store Optimization (ASO) refers to the process of improving visibility and increasing conversion rates in Apple's App Store, Google Play, Other alternatives for downloading apps include the Huawei App Gallery, Amazon App Store, and Samsung Galaxy Store. ASO includes optimizing the app's name, title, icon, screenshots, and rating for search optimization.

How Do I Improve App Store Optimization?

Optimization for app stores includes every element your app has on its product page. From your app’s title, keywords, description to screenshots, icons, and visuals, there are rules and upgrades you can apply to create each part of the product page of your app accordingly.

App Icon: The app icon of your app should reflect your app’s branding, character, and what your users are looking for.

App Screenshots: App screenshots should be also reflective, related and should look professional in terms of design, as well as the content. Texts you’re using in this section should be in accordance with the visuals. Also, screenshots should be convincing, encourage users to take action to install and subscribe, and reflect what your app is about in the best way. You can also gain more conversions by adding a promotional video here.


App Description: The length of this section is 4000 characters in both the App Store and Play Store. From beginning to the end, your content should be qualified in two ways: 1-Branding, 2- Interpretation, 3- Keywords.

The description of your app should maintain the branding, character, and general style your app has in its logo, title, icon, and screenshots. You should choose the appropriate tone and speak to your customers in an engaging way that will be relevant to them. In terms of interpretation, users should understand clearly what kind of service they’re offering, the trial time, and the subscription information. Users should not be confused by the content, and everything they need to know should be clearly revealed here.

Your app description should also have a keyword strategy depending on the app store your app is in. Google Play Store and App Store have different keyword strategies and optimization. For more information, you can read our blog posts about App Store Optimization and Google Play Store Optimization.

Downloads: Google Play and App Store rank apps based on the number of times they’ve been downloaded. As well as the overall download number, the current download number is also important. App stores rank your app higher if the installation circle keeps repeating an app.

Ratings & Reviews: Since rating affects conversions, and conversions affect app rankings; ratings and reviews are important for your optimization efforts even in an indirect way. So make sure you reply to your reviews, listen to advice, recommendation, and complaints your users share, and engage with them as much as possible.

App URL of your mobile app, and also the keyword field (you can see this section in the App Store Connect profile of your app) should also be optimized. Both places will affect your app’s ranking, so it’s important to choose related and strong keywords and create an App URL that reflects your app. 

How Does App Store Optimization Work?

App store optimization is the process of making apps rank higher in an app store's search results (such as the App Store or Windows Store). The higher your app ranks in an app store's search results, the more visible it is to potential customers. That increased visibility tends to translate into more traffic to your app's page in the app store. For example, if you use keywords with high search volume and opportunity scores, your app has a high chance to become more visible in the search results.


Why App Store Optimization Is Important?

If you optimize your app effectively, you can reach more users, installs, and subscriptions (if all of these stages are created accordingly) and make your app more visible. Optimizing your app is key for reaching your users, being discovered organically, and gaining more results from your advertising efforts. If your product is half done, not interpreted in a good way, and doesn't look good on its product page, it’s very hard to attract users and convince them to use and download your app. From beginning to end, each stage supports the others on your way to success.

How Do I Optimize Keywords In The App Store?

Keywords on the App Store have search volumes and opportunity values. You can start searching the keywords you will be using on App Annie, and make your selection accordingly. Also, keyword values are different for android apps and iOS apps.

What Are App Store Optimization Tools?

A robust data flow is what makes the mobile app industry tick. Having up-to-date analytical information allows you to rank your apps high and connect them with users. Some of the useful information available is provided by App Annie, Sensor Tower, Apptopia, AppsFlyer, App Tweak. They offer different services, as well as top new apps and information on how they got to the top. But during this stage, a professional view and working with an expert will help you reflect your data in a much better way. And you will be able to create the most relevant and successful content, visuals, and advertisements.

•••

In conclusion, we highly encourage mobile app developers to conduct ASO for their mobile apps. While ASO can be time-consuming and requires expertise, it is necessary for the success of your app. These strategies can help you get started with this process in a cost-effective manner—but down the road, if you decide to reach even more success, Cherry can help you in the best way. If you want your app to gain rankings, downloads, and sales without ever having to pay any money to market your app, it is possible with Cherry.



So, if you are interested and would like to know more,

please drop us an email: “hello@getcherry.app

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Apple Search Ads 101: What Are They, And How Can You Use Them?


Apple Search Ads is Apple’s native advertising network – a collection of highly engaged audiences looking for an app that will solve their problem, or catch their attention. With favorable ads that blend into publisher content, Apple Search Ads offers a unique way to tap into new audiences and drive valuable installs.

If you are investing in Apple Search Ads, you probably want to make sure that your investment will be worth it. This is why the best way to start should be with a complete overview of everything that's possible with Apple Search Ads.

There is a lot to learn about Apple Search Ads. They have made some big changes recently and as a developer, getting your ads to perform well can be time-consuming and confusing. Here's everything you need to learn to master Apple Search Ads from A-Z.


What Is Apple Search Ads?

Apple Search Ads is the advertising platform that displays your ads in the App Store. It was launched by Apple in September 2017 to support its plans to become a significant mobile advertisement provider. According to Apple’s website;  “Apple Search Ads helps people discover your app when they search on the App Store, matching customers with your app right when they’re looking.”

Where Are Apple Search Ads Available?

Apple Search Ads are available in a lot of countries but there are still some countries where the platform is not available yet. According to the website of Apple Search Ads, advertisers in Apple are still trying to work on making the platform available for all countries.

You can see the list of countries ASA is available in from here.

How Effective Is Apple Search Ads?

The effectiveness of the platform may vary depending on your app, your ads, and your strategy. If utilized correctly, Apple Search Ads is considered to be one of the best ways of advertising your app and the data supports this claim.



As of 2022, App Store has 3.4 million apps and 984,000 games. 500 million people visit the App Store every week, and the reports prove that the platform is successful.

You can read the success stories shared by Apple Search Ads to learn more about how Apple Search Ads works and helps mobile apps reach success.

What is CPT in Apple Search Ads?

CPT is a Cost Per Tap model; this means you pay every time someone taps on your ad. Your CPT is calculated by dividing your total cost by the number of impressions you’ve received.

When bidding, you will set your Max CPT per Ad Group or Keyword Level. You will never be charged more than the Max CPT you set, but might lose out on bids if you do not decrease your CPT enough to be competitive with other advertisers.

What is CPA in Apple Search Ads?

CPA (cost-per-acquisition) is a metric that plays a key role when it comes to measuring the success of your Apple Search Ads campaigns. It mostly affects your bottom line. In order to ensure high ROI levels, you should test multiple ad sets at a time and identify the winning ones. In a way, it is affected by the Tap-Through rate, the Conversion Rate, and your CPT. Any weaknesses during your user acquisition process can end up increasing your acquisition costs.



How Do I Use Apple Search Ads?

You can read our article where we’ve covered how you can use Apple Search Ads and this article where we’ve covered Apple Search Ads optimization

Are Apple Search Ads Just For Apps?

Yes, Apple Search Ads is a platform that’s created for mobile apps. You can only advertise mobile apps and reach users who are searching for mobile apps.

What Is the Difference Between Apple Search Ads Basic And Advanced?




While the Basic option works with the cost-per-install (CPI) model and allows a maximum budget of $10.000 with up to 50 apps; the Advanced model allows much more options. The Advanced section of ASA allows an unlimited budget with an unlimited number of apps and gives full control of your bids and keywords. It allows catering your ads specifically to different audiences, regions, and more. This section also calculates your bids with a cost-per-click (CPC) model. It’s important to note that the Basic version of ASA doesn’t have these options and targets your audience by machine learning.

In other words, the Advanced section of ASA is where everything happens. Because you can display your ads to the users who are looking for your app. To learn more, you can read our blog where we’ve covered the topic in more detail.

How Do I Optimize Apple Search Ads?

You can read our article where we’ve covered how you can use Apple Search Ads and this article where we’ve covered Apple Search Ads optimization


How Does Apple Search Ads Work?

Apple Search Ads allow you to create highly relevant ad groups with one or more keywords, and target them by country, language, device type, and ‘App Category’. Apple App Search generates separate search queries for each of the 24 countries where it is available. The platform works by allowing you to bid on keywords so that your app can appear above organic search results when users type in relevant searches on their iPhones or iPads.

 

Apple Search Ads lets you set your own budget, target specific audiences, and measure your return on investment (ROI) with real-time data. It's also a great way to get people who have already downloaded your app to come back and use it again.


Depending on your keyword, bidding, and localization strategy, the ad platform helps you reach your potential users this way.

•••

By now, you should be pretty familiar with Apple Search Ads. If you’re just getting started, you know the basics of what it is and how to set it up.  Apple Search Ads is a great way to maximize your App Store Page visibility. Through careful implementation and ongoing optimization, your Apple Search Ads could be one of the most beneficial places to achieve the goals you have for your mobile app.

The platform offers great opportunities for marketers to expand their reach, but diving into it without a strategy can lead to frustration. If Apple Search Ads seem overwhelming to you, don’t worry. We’re here to help. With our expertise in ad creation, you can rest assured that your campaign will be in good hands.



So, if you are interested and would like to know more,

please drop us an email: “hello@getcherry.app

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Pricing 101 - How To Create Pricing Strategies For Your App & Maximize Your Revenue

Pricing is one of the fundamental components of the marketing plan for apps. It can also be one of the most infuriating and challenging concepts to nail down.

It can not be easy to pinpoint exactly how much your app is worth, whether that’s from a financial, cost-benefit, or emotional standpoint. But mobile app pricing strategies will resolve the confusion and help you position your app in the most fitting way so that you can showcase your app as the most beneficial choice along with your competitors.

Determining your app pricing is an important process in ensuring that you are maximizing the potential of your app. Pricing affects your profits and whether your app will succeed. In this article, we’ve uncovered how to get started on pricing and explained how important it is for your app.

With the right knowledge and guidance, you can price your app competitively and at a price, people are willing to pay. We hope this article sheds some light on the topic and helps kick-start your pricing strategy.

How Do You Price Apps?

One of the best methods to determine an app’s price is through market research and competitive analysis. This helps you understand how much your app is worth, based on similar apps in the market, so you know whether you are over-pricing or under-pricing your app to increase sales and revenue.

These are just a few examples of how you can price your app. If you plan on launching different versions of your app, then it’s best to conduct extensive research to determine the accurate pricing for each version. This can be done by looking at competitors in the same space, or by checking out the related category in the App Store. Once you have determined the price for each version, then you can simply add additional tiers based on your research and fill out this checklist.

How Much Should You Charge For A Mobile App?

The simple answer is: it depends on many things. To give a definitive number, you can start by doing research about your competitors and the market of your app. As a result, you will find out that the prices vary within a specific range. You can charge your app accordingly and make your app fit for the market. But this step is only recommended if you’re just starting out and have a limiting budget that you cannot move your pricing operations any further.

But if you have the budget and expertise, the best way to charge your app is by conducting A/B tests. After you’ve comprehended the market you’re in and found the pricing range that your app can have, you can test two different prices and determine which one will be preferred more by the audience. Then you can start by the ideal pricing that the audience found more beneficial and appealing.


How To Maximize Your LTV and Conversion Rate With The Right Pricing Strategy

Understanding B2C businesses and behavioral economics will help you go a long way on your pricing journey. As an app developer, marketer, or entrepreneur you shouldn’t price your app once and then leave your pricing efforts for good.

The main goal of your pricing strategy should be maximizing the lifetime value and conversion rate of your mobile app. Knowing these terms and applying them to your strategy accordingly, will help you to reach your ideal results.

B2C or business-to-consumer refers to selling products directly to customers.* Mobile apps that are working with a subscription model are considered to have a B2C business model. To be monetized in an optimal way, B2C apps should focus on their potential users, their habits, personalities, and behavior. Customer or user-oriented businesses should run tests based on different countries and demographics. The tests they will conduct should be created in accordance with their users in terms of visuals, content, advertising efforts as well as pricing.

For the pricing stage, understanding behavioral economics and the way your users make decisions and take actions is the next important step. But what’s behavioral economics?

Behavioral economics studies the effects of psychological, cognitive, emotional, cultural, and social factors on the decisions of individuals.*

Behavioral economics sometimes referred to as behavioral finance, is an interesting field that explains why people do not always make the best decisions. Instead, they lean toward habits and are influenced by emotions and external factors. Behavioral economics is used in economics to understand individual behavior, but it is also valuable in product design and marketing. If you can design a product that influences users’ emotions and encourages them to make decisions that align with your needs, you will be able to increase your profits.

As behavioral scientist Jeni Miles states, subscription apps should be connected with user motivations, make the benefits clear, and should have a strong context. So the visuals, design, and content of your app should be created in consideration of this information about your app and your potential users.



Image Credits: Google Play Apps & Games


In the research conducted by Google, the barriers users face before subscribing to an app are identified as below.


Image Credits: Google Play Apps & Games


Results of the research also showed that users generally find their strongest motivation in three concepts:

1-The Power Of Now
2- Reciprocity
3- Salience.

The “Power of now” concept is, bringing future-term goals to now. Convincing users that they’re making a long-time investment, but also the benefits they will see will start today. For example, depending on the solution your app provides, you can explain that the long-term goal they will achieve starts today.

The “Reciprocity” concept is, showing some kind of benefit to your users, creating some kind of warm effect such as sharing a free tip and making them feel coached and encouraged toward their goal.

The “Salience” concept is, making users imagine and understand the experience of the subscription version of your app. Many apps limit access and finalize the experience before letting users understand the paid version of the app.

For each concept, you can create specific solutions based on the character of your app and the solution it’s providing. If you need help during these stages and want to create more possibilities for your app such as; reaching a certain level of budget and working with professionals, you can contact Cherry by submitting your app.

 •••

In the end, app pricing isn’t as simple as just figuring out what you think the market will bear. Like most aspects of business, it’s a matter of research, testing, and trial and error. But if you keep an open mind and a sound plan to guide you, you can build a healthy business for your apps one day. And that would be cause for celebration!

If you are a beginner in the app development industry and don’t have too much experience with pricing apps, then your best approach would be to get help from an experienced app business team like Cherry. 

 


So, if you are interested and would like to know more,

please drop us an email: “hello@getcherry.app

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The Art of Acquisition 05: Learn Pros And Cons Of Top Mobile App Marketing Platforms


If you are a mobile app developer, digital marketer, or entrepreneur trying to find a marketing platform to grow your business, a comparison might be helpful to make a decision.


To find the best mobile app marketing platform for your needs, you need to understand the pros and cons of your options. The outcome changes depending on your mobile app, your app’s category, target audience, budget, and other factors. But knowing the advantages and disadvantages of the platforms can help you to build the marketing strategy you’re looking for.

There are numerous platforms available, and some of them can be considered universal, while others are designed for specific needs and demographics. Selecting the right one is important to ensure you get the best results. Here is a brief comparison of the top mobile app marketing platforms and their respective advantages and disadvantages.

1- Apple Search Ads (ASA)

As we've covered in our previous blogs previously, Apple Search Ads is the platform that you can advertise your app inside of the App Store, in the search results. These are the pros and cons if you use the Advanced option of the Apple Search Ads. 

Pros


Basic Section

- Easy-to-use
- Needs minimal management
- Ability to set a daily budget

Advanced Section

- Advanced targeting options
- Ability to manage campaigns in a flexible way
- Has advanced keyword and targeting management
- Has detailed reports

Cons
- No credit for new accounts
- Competitive atmosphere
- Basic section can be too simple and displays basic metrics
- Basic section has a limited app and campaign option
- Advanced section can be time-consuming and complex for non-professionals

2- Google Ads



As a powerful tool for promoting your mobile app, Google offers different placements for your ads, such as search ads, display ads, play store ads, also Gmail and YouTube. While you can use each placement for different outcomes and occasions, Google has a series of options that might be beneficial for your app’s strategy. And if you want to learn more, you can read our articles about Google.


Pros

- Simple ad campaign creation
- Option of pre-registration ads on Play Store
- Has inexpensive options
- Gives credit for new accounts
- Easy to measure

Cons

- Requires high-quality landing pages
- Limited length for text ads
- Competitors may have higher clicks if they used Google Ads for a while
- Requires a lot of time
- Losing money at the beginning

Google Ads can be considered more budget-friendly and less complex than Apple. You can receive credits when you create your Google Ads profile for the first time, you can figure out the measurements of your ads easier, also create ad campaigns for your app before your launch (pre-registration apps). But despite having a lot of benefits, you should also have a good and high-quality landing page, willing to lose money to test and learn how the ads work, and you may be dissatisfied with the limited text option for the texts. Also if your competitors started using Google Ads before you do, they’re more likely to get higher clicks, since the algorithm the platform works in this way.

3- Social Media Platforms

Social media websites and tools are a great way to spread the word about your mobile app. This can be hugely beneficial for a business, especially if users enjoy your app and offer favorable reviews. If you plan to use social media marketing platforms like Twitter or Facebook to promote your apps, it’s worth your time to consider the advantages and disadvantages of each platform before making any decisions. You can read our blog for more details about social media platforms.

a) Facebook

When you start advertising on Facebook for your mobile app, there are two different ads for apps:

1- Installs
2- Engagement and Conversation

Depending on your outcome, you can choose one of the ads that have been designed differently. You can also read the App Install Ads Guideline of Facebook, and discover other options for your advertising goals.


Image Credits: Salesforce


Pros

- Lead Generation
- Detailed Targeting Options
- A Cost-Effective Platform
- Detailed Conversion Measurement

Cons
- Ads Are Reviewed First
- Strict Advertising Policies
- Competitive Atmosphere

Facebook ads are a crowded place with strict advertising policies, and it may take some time to get your ads reviewed and eventually shared. But the platform is still a great place to reach a lead generation with detailed targeting and measurement options, and you can reach out to potential users for your apps.

b) Twitter

Another platform for marketing your mobile app is Twitter. You can find different communities that deeply care about their interest, people who read and create content every day, and value ideas. To discover what the platform offers for mobile apps, you can read App Install Campaign guide of Twitter, and also the case study of Gopuff app.

Pros

- Less Competition
- Good For Reaching Out To A Niche Audience
- Large Targeting Options
- Good For Ads With Long Texts

Cons

- Tracking Is Not Strong
- Does Not Have A User-Friendly Experience
- Takes Some Time To Create An Account
- Needs A Detailed Control On Budget Spend

You can reach a lot of different niche audiences and specific communities on Twitter without limiting your text usage, the place is less-competitive than other social media platforms and you can do specific targeting. But the social media platform is not as useful in terms of managing your budget spend and tracking your ads properly, so you might be disappointed if you wish to see advanced ad tracking and managing tools as other platforms have.

c) Instagram

Instagram can be a beneficial place for mobile apps. Depending on your goals, if you analyze your app and its potential users, they may be spending a lot of time on Instagram. Creating visually powerful ads would be great to catch the user’s attention, and if the message and timing are right, you can reach your potential users from here too.


Pros

- Good For Web Traffic
- Increases Visibility And Brand Awareness
- Video, Photos, Multi-photos Options
- Great For Visual-Oriented And Catchy Ads

Cons

- Does Not Have an Advanced Ad Settings & Options
- Has An Audience From a Limited Age
- Users Are Not Likely To Click Links
- Not a Text Friendly Ad Platform

Instagram is another social media platform you can advertise your app. The platform has an audience of limited age and is not a beneficial channel for long-text ads that’s aiming for a high click rate. If you’re creating visually qualified and catchy ads for a young audience and don’t need advanced settings and options, Instagram might be beneficial for you.


d) YouTube


Vlogs, Tutorials, How-To’s, movie trailers, news, sports, and so on. Everyone has a YouTube page created by their tastes and interests, and YouTube is where we spend a long time and give our focus while we're watching anything we want. This is a great place to explain long-form topics, engage with the audience with visually rich content, and storytelling.


Pros
- Videos Are Engaging Form Of Ads
- Good For Storytelling
- People Spend More Time In YouTube
- Ability To Reach A Broader Audience

Cons
- Has The “Skip” Button
- You Can’t Choose Which Videos Your Ad Will Be Appeared After
- It’s Hard To Turn View Numbers To Clicks

Youtube is a great platform for long-form video ads and ads that tells a story. Though it’s hard to turn view numbers into clicks and viewers have an option to skip ads, you can reach a broader audience where people spend a lot of time and create long-form video ads without hesitating. If you’re okay with not having the ability having ability to choose which videos your ad will appear after, you can consider using YouTube for your advertising efforts.

Choosing a marketing platform is only the first step in successfully promoting your app. Once you’ve found the best platform for you, it’s time to build a cohesive plan that speaks to your target audience. With an effective plan, budget, and powerful marketing strategy, you can be well on your way to helping your mobile app reach its full potential with the help of a professional team. And for your advertising efforts on the marketing journey of your mobile app, whenever you need help, Cherry is here for you.


So, if you are interested and would like to know more,

please drop us an email: “hello@getcherry.app

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