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DIGITAL MARKETING NEWS

Martech Mashup: In-App Strategies

Strategic advice from inside Google Play shows how to profit from in-app purchases in an economy that favours free access.

Learning from rising stars

By analysing ‘rising-star apps and games’, Aviv Shalgi has gained insight into the factors that drive in-app purchases and financial success for app developers.

Shalgi—an MBA-candidate-come-Google-strategist—has shared his findings on the Google Play Apps & Games blog on Medium.

Eight ways to make more sales

In short, Shalgi’ identifies the basics that successful apps do well:

  • Match sales to app—sell ‘premium content’ or ‘limited resources’, suit to your app.
  • Fine-tune the balance free and paid content—give enough away for free so users see your value, before they switch off.
  • Let users trial the paid experience—grant free access periods, or a few free tokens or gems.
  • Make purchases easy—user experience is always important.
  • Price appropriately—of course, this is a whole thing by itself.
  • Use bundling and bucketing to upsell—provide a limited variety of purchase promos.
  • Price for each target location—Play options can simplify this part.
  • Satisfy loyal non-payers—know them and serve them. One day, they too may pay.

More from the source

For Shalgi’s advice in his own detailed words, read his Medium post.

Tried one or all of these strategies? What is most important for funnelling folks through to make an app profitable?

Copy Transmission is a Melbourne-based agency :: Better Brands. Loud & Clear.

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