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Are you a mobile app developer who is looking to sell your app online but aren't sure where to start? Look no further! Our essential guide to selling your mobile app online will cover all the key steps you need to take in order to successfully market and sell your app.
Idan Waller24 min readYou’ve created your first app, and you want to sell it online? Great plan! The only problem is that you’re up against 5 million other apps available in the App Store and Google Play Store. Don’t worry. This guide will lay out all the key steps of app monetization and marketing, including successful examples from the industry. Let’s dive in.
Nothing escapes this age-old existential question, not even smartphone apps. As with any other product, there must be a reason that justifies your app’s existence. In order to be used and useful, an app should offer a solution to a problem or bring value in some other way.
So think about this:
The best apps simplify our lives by making us more productive, helping us stick to our goals, keeping us in touch with our loved ones, or adding an element of fun to our days.
Depending on its purpose, an app can have a universal appeal or cater to a niche audience. Before you do anything else, stop to think about your potential users. Your app’s target audience will determine how you approach your marketing campaigns and pricing strategies.
And before that, finding your future user base will help you create a product that meets the needs and desires of its target audience. But where do you start searching?
Get to know your users better through methods like surveys and focus groups. You will need a complete app or a beta version that participants can try out before you start marketing and selling it online. Tools like Google Forms, Typeform, and SurveyMonkey are great for this.
Unless your app is really unique, the market research will reveal more apps like yours. You can find their reviewers on social media and analyze their demographic data. This will give you an insight into your market’s target audience and help you create user profiles for your app.
TikTok, MyFitnessPal, and Uber owe their incredible success to on-point audience targeting. TikTok’s marketing strategy speaks directly to younger users, amounting to 3.5 billion downloads. MyFitnessPal successfully targets individuals who are looking to track their fitness and nutrition goals, while Uber addresses the needs of people looking for a convenient and reliable transportation option.
As a developer, your end goal is to create an app that will be profitable. That’s why you need to think about things like purpose and target audience. However, having an app that offers real value isn’t necessarily enough; you also need a price that your app users will be willing to pay.
That brings us to pricing strategies and app monetization models, which are two different but equally important things.A pricing strategy answers the question, “How much should I charge for my app?” while an app monetization model specifies what you charge for and how.
The four commonly used app monetization models are:
Use surveys to ask potential users if they would be interested in paying for your app and in what way. If your app is already accessible for free, use A/B tests to determine the best pricing strategy. For example, younger users usually can’t afford annual subscriptions or feel more comfortable committing to monthly payments, while professional users prefer to pay for a full year in advance.
If you decide to go with the subscription model, you’ll want to offer different pricing options and several tiered plans to appeal to a wider audience. Other models are not as versatile: both in-app purchases and pay-per-downloads have fixed prices. How do you set the best price for these models? Look at your demographic’s paying power, competitors’ prices, and your own app costs.
Now that your app is ready to hit the market, your next big task is to make it stand out on the app store.
With an increasing number of mobile app downloads worldwide, that’s easier said than done. If you don’t optimize for search and app store visibility, you don’t stand a chance. Now, let’s use app store optimization (ASO) to improve your app’s ranking in app store search results.
Did you name your app yet? Sometimes, developers get excited about puns or buzzwords and forget that an app name should include a keyword so that interested users can find it. The same goes for the app’s description in the app store. Don’t be one of these guys. Identify relevant keywords for your niche and build your app store content around them to make it feel natural.
Ranking algorithms like the same things that users do, and users love being able to see how the app looks and performs before hitting “download.” High-quality visuals are a must for ASO because they give users a preview and a better understanding of your app. If you mean business, your app store must include professional-looking screenshots and engaging videos.
Did you know that showing customer reviews increases conversion rates by 11%? Ratings and reviews are the third most important element of ASO. Use them to ease the concerns and build trust with potential users. What about negative feedback? This is your chance to shine, too. Always answer criticism with a solution and let your users know as soon as you fix the app.
The personal finance app Mint increased its app store searchability with niche-relevant keywords like “budget,” “finance,” and “personal finance” in the app’s title and description. Plus, Mint’s team kept encouraging users to leave feedback and carefully managed negative reviews, which resulted in an overall positive impression of the app and improved ratings and downloads.
A polished website is another proof of professionalism for app users. A surprising number of apps in app stores are not backed up by a landing page that deepens a user’s understanding of the app’s main value proposition and its features. A lack of a website leaves potential users with critical questions like: “What features are available with this plan?”, “Who made this app?” and “Can I trust it?”
First things first: a landing page should include the most important information about your app, such as a description and an overview of features, visuals that highlight the app’s user-friendly interface, and a CTA (Call to Action) button that helps catch the momentum and convert users on the spot.
Never leave users guessing the app’s price or finding out about hidden fees down the line: you will lose them right then and there. The website is a great place to clarify your payment model and make sure the users know what is accessible to them for free and what is locked behind a paywall.
According to a study by Spiegel Research Center, 95% of online shoppers read online reviews before making a purchase. Earlier, we’ve mentioned how reviews and ratings are a great way to build trust and credibility with potential users on the app store. That rings true for websites, as well, especially since users come here for proof of the developer’s credibility and industry reputation.
Getting users to download a paid app could be tricky without stellar reviews. Many developers use short demo videos to do this because they allow them to introduce the app and its features in an engaging and interactive way. Research by Wyzowl shows that 78% of people have been convinced to buy or download an app after watching a video that demonstrates why the app is worth their time.
Websites for top-rated apps like Slack, Trello, and Headspace offer detailed feature overviews, pricing information with options for both free and paid plans, and CTAs (“Sign up for free”). These websites also include helpful resources for users, such as a support center and user guides.
Social media is a powerful tool for organic app promotion. Play it right, and it can help you build brand awareness, boost app downloads, and nurture a loyal user base. Platforms like Facebook, Twitter, TikTok, and Instagram have millions of users from all demographic groups, so you’ll have no problem finding your target audience there. Here’s how to use social media marketing.
Why wait for potential users to search keywords you’re ranking for when you can help them discover your app before they even know they need it? Social media is an ideal place for that. Use it to share relevant content, such as tips and tricks, industry news, and app updates. Potential users will start following your accounts and learn about your app and brand spontaneously.
We already know that testimonials can help increase conversion rates by 34%, so you can use them in your social media campaigns, as well. User-generated content performs even better on social media, with nearly 90% of consumers sharing their experiences with a brand or product. Reviews, UGC, and other customer-driven content can help you boost app downloads via social media.
Don’t forget that social media sites are for socializing. If people engage with your posts, you need to respond to their comments and feedback. There are many other ways to interact with your potential and existing app users on social media. You can share polls and surveys to keep them engaged and find out how they feel about your app or keep them updated on new features and fixes.
The language learning app Duolingo, known for its modern approach to app branding, used social media to build a presence by regularly posting updates, answering customer questions, and promoting special offers. Duolingo campaigns often include user-generated content like reviews, screenshots, and videos that showcase how people use app features and benefit from them in everyday life.
Building a social media following could take a while if you’re starting from scratch. In that case, you should start collaborating with social media influencers. Influencer marketing could be an effective strategy for app promotion and increasing downloads. According to Statista, 60% of marketers report a higher ROI from influencer marketing compared to traditional advertising.
Depending on the size of their following, you can choose to work with nano, micro, or macro influencers. Each type has its advantages and suitable applications, but the crucial thing about influencer marketing is to find passionate people from your niche with engaged followers who fit perfectly with your user profiles. That way, influencers can use their reach and reputation to promote you.
Influencers who engage in marketing campaigns (and most of them do) have different business models and rates. Some influencers are willing to promote brands for free in exchange for products, so you can offer them premium access to your app. The right influencer can increase your brand awareness and credibility and boost downloads 6.5x. It’s only fair if you give them something in return.
Some of the best examples of app promotion through influencer marketing come from VSCO and Fitbit. VSCO is a photo editing app, while Fitbit tracks personal health and fitness. The teams behind both apps found influencers from their industries and offered them to try their apps for free. The influencers then shared their experiences with followers and gave their honest opinions about the apps.
How is online advertising different from everything we’ve talked about? Isn’t influencer marketing a form of online advertising, too? Well, not exactly. The umbrella term for promoting a product or service via internet channels is “digital marketing”, while “online advertising” refers to a more specific strategy. In short, it involves paid ad campaigns on social media, search engines, and websites.
Now you’re asking, “Why pay for advertising when there are so many ways to promote my app online for free?” It’s a fair question. Paid ads help increase brand awareness, generate new leads, and send them to your website or app store for quick conversions. In addition to all that, paid ads can reach a wider audience or target a super-specific demographic. Interested? Here are your options:
Every popular social media platform has a paid ad program, including Facebook, Instagram, Twitter, and TikTok. Go where your potential users are, or choose an omnichannel approach if your app’s audience is scattered across multiple networks. These campaigns are typically fully automated and easy to create: you set up the budget, use targeting filters like location or interest, and press launch.
What if each time somebody Googles mindfulness exercises and tips, your meditation app comes up? Google AdWords allows you to do that for any keyword, niche, and industry. Paid ads on Google appear in search results and also on websites that partner with Google. Google Adwords is a good alternative to SEO, but the two strategies are even more effective when they are used together.
Competition is a slight disadvantage of using Google AdWords. If your app is operating in a busy space, it’s better to use online ad networks like AdMob and InMobi to place banners and other types of ads on highly relevant websites that receive lots of traffic from your target audience. Even better, you can pay to show interstitial ads in apps relevant to yours or apps from your direct competitors.
Travel giant Booking.com excels in paid advertising–it relies on social media ads and Google AdWords to target users in specific locations based on their travel habits, hobbies, economic background, and Google search history. Game developer Supercell uses AdMob and InMobi to place interstitial and banner ads of their games in apps related to their games’ themes.
The average app loses 77% of its daily active users within the first three days. There are many possible reasons for this and disproportionately few ways to prevent it. One thing that slows down a high churn rate is customer support. Responding to questions and issues in due time shows that you care about providing the best app experience, which encourages user loyaltyand positive reviews.
According to multiple studies, 50% of consumers will switch to a competitor after one bad experience, and 80% will switch to a competitor after more than one bad experience. To prevent this, you need to make yourself available on multiple customer support channels (email, social media, an-app live chat), actively monitor your app mentions, and respond to every inquiry and concern.
Some consumers prefer solving a problem with a product or service without having to talk to a customer support agent. According to a study, 91% of consumers state that they would use a knowledge base if available. Self-service resources like FAQs, user guides, and explainer videos are ideal for these users. It also frees up agents, allowing them to allocate more time to solving complex issues.
When you are in a customer-facing business, you’re never done improving customer service. As an app developer, the best you can do is keep listening to customer feedback and tracking user engagement and satisfaction metrics. This data is valuable for identifying areas of improvement. As your app grows along with your user base, data will also help you train new customer service agents.
Everyone knows about Grammarly, and there’s a very good reason for that. The popular grammar and spell-checking app has one of the best customer support strategies in the industry, bolstered by tutorials, FAQs, and other self-help material. Users can also submit a question on the app’s website, seek help from Grammarly’s active community, or text a chatbot directly from the app.
Your app is live, but there’s not much happening? Don’t panic. All of the things we’ve talked about here take time to start reaping results. And luckily, there’s one more thing you can do–offer and promote a free trial or lite version of your app. This will make potential users who were reluctant to buy your app excited about trying it out. Hopefully, they will like it and decide to upgrade.
Giving potential users a chance to use your app for a limited time for free is a tried-and-true way to encourage downloads and conversions, especially if your app is on the pricier side. That way, they can explore the app’s features and see if it fits their daily regime or workflow. According to a study, most companies that use free trials say they account for up to 10% of new sales.
While free trials usually give full access to an app for a limited time before users must pay or churn, lite versions allow them to use certain features for free for as long as they want. In addition to increasing the likelihood of converting free to paying users, lite app versions also help collect valuable insight that you can use to improve the full version of the app and increase user lifetime value.
Adobe Creative Cloud is an excellent example of an app that uses a free trial to encourage paid subscriptions, which resulted in over 30 million new subscribers as of December 2022. A similar success story comes from Evernote. Users liked the lite version of the popular note-taking and organization app so much that it eventually amassed a whopping 250 million new users as of December 2022.
I won’t lie to you: selling an app online is tough. Having a fantastic product with a clear purpose and a well-defined target audience helps a lot. If you also set the right price and make clever investments in optimization, organic marketing, and paid ads, your app will stand out. Prioritize user experience and keep your audience engaged by making your app cooler, better, and more valuable.
The right pricing model for your app depends on its purpose and target audience. Subscriptions are best for apps that provide continuous solutions (productivity apps), while in-app purchases are better for casual users (mobile game players). In-app ads work well for free apps with a large user base (social media apps), while pay-per-download is more suitable for niche-specific apps for professional use.
Collecting user feedback and working on areas for improvement can greatly improve your app’s user experience. This often involves fixing a bug, simplifying navigation, or optimizing performance, but it can also imply adding value to your app by providing new features or content.
Your app will stay relevant and engaging for users if you keep interacting with them on social media, responding to their feedback, and adding new features and improvements. You can also keep them interested with marketing incentives like gamification, promotions, and loyalty programs.
Tools like Google Analytics can help you stay on top of critical app performance metrics, such as user retention, engagement, and churn rates.
Use encryption, secure APIs, and user authentication to protect user data and make your app less vulnerable to breaches. Also, make sure your app is compliant with relevant data protection regulations like GDPR.
Develop a marketing strategy that includes app store and search engine optimization, social media marketing, influencer marketing, and paid advertising. Focusing your efforts on multiple channels will improve your chances of reaching your target audience.
If app performance metrics show slow loading times, that means you need to optimize your code, compress images, cut unnecessary features, and switch to a more reliable hosting service.
Idan Waller
A die-hard digital entrepreneur and app industry innovator, I’ve dedicated my career to revolutionizing mobile applications. After growing in direct response marketing and founding the 100K and 10M clubs, I co-founded BlueThrone with my brother Alon. We’re committed to elevating extraordinary apps and shaping the app industry’s future, focusing on creating unparalleled user experiences worldwide.
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