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Showing posts tagged with app promotions

June 01, 2011

amberta

Kevin Barry, the developer behind WidgetLocker, was one of the early developers to submit his apps to the Amazon Appstore for Android – and we’re glad he did! 

WidgetLocker is an app that lets customers customize their lock screen. Users can select from various slider styles or place their own custom sliders and widgets. They can also configure which buttons, such as volume or trackball, are active when the phone is on but locked.

Kevin first heard about the Amazon Appstore in the Android rumor mill. Right around the time he picked up on the buzz, he received an e-mail from us asking him if he’d like to submit his app to our new store. “After I first started engaging with the Amazon Appstore team, I was already impressed,” Kevin said. “They were, and are, always responsive and were able to help me with technical questions. In the Android Market I need to rely solely on the forums for help.”

We decided to run a promotion with WidgetLocker. Here’s what we looked at before selecting this app for a promotion:

  • Was the category popular with our customers? WidgetLocker is in Utilities, which has been a very active category since launch.
  • Did we like the app? While we test every app included in the store, there are some that our team of merchandisers use regularly and like. This was one of them.
  • Did the app already have a few reviews? We can make assumptions about what our customers may or may not like based on overarching behavior in the store, but there’s nothing like hearing directly from customers and what they do or don’t like.

WidgetLocker is also “Test Drive” enabled. This is by no means a requirement for apps we select for promotions, but it is compelling for customers.

Widget-locker
 

Although WidgetLocker doesn’t come with a hefty price tag, it is a paid app. We decided to mark the app down for a limited period of time to entice customers to act NOW. We marked WidgetLocker from $1.99 down to $0.99.  When we do markdowns, it’s not because we want to slash prices – we want to drive behavior. In this instance, we wanted to drive downloads of the app.

After the promotion wrapped, Kevin told us, “To be honest, I didn’t think marking the app down would make a big impact. I’m happy to say I was wrong. The discount seemed to drive a lot of sales. I think if I had just lowered the price to $0.99, it wouldn’t have made the same impact – it was the perception of a sale combined with the marketing around the sale.”

On top of marking down the price, we sent an e-mail about WidgetLocker, along with a selection of other app deals, to a targeted list of customers who had already expressed interest in receiving information regarding Utilities and Productivity apps.

Widgetlocker-email
 
The results were great – during the promotion, WidgetLocker’s sales spiked and they climbed the ranks:

Charts
 

**the app was also #1 overall during the promotion.

On an ongoing basis, we’re monitoring customer activity to merchandise the site and select deals and promotions. Our goal is to keep our customers happy and coming back and to keep our developers happy by getting exposure for their apps as well as driving revenue.

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