The Oakley Mobile Blog

Cut the crApp! Part 3
Monday October 26, 2015

Cutthecrapp Mockup

Having assumed you’ve read the first and second instalments, we now move onto the final instalment of the ’cut The crApp’ trilogy which includes how to avoid anti-social behaviour and selling out to in-app advertisers.



11: Using anti-social behaviour

Contrary to popular belief, people do not use just ten percent of their brains. William James simply used the expression metaphorically in the 19th century.

Another common misconception is that adding social media into apps is guaranteed to generate more tweets, likes, follows etc etc. Ill-considered integration of social media doesn’t generate additional exposure, it just exposes a lack of understanding. Social media should be integrated carefully. Only exceptionally good content is worthy of being shared. 

If you’re app is selling lobotomy services, then please don’t expect your audience to share or “like” it. And those that do follow this school of thought probably do need their brain testing!



12: Asking too much, too soon.

Nearly two thirds of people check ratings before downloading an app. And 70% more people will download a four star app compared to a two star app. There’s no getting away from it, reviews and ratings have a direct impact on app downloads. 

App store optimisation is an extremely complex mind field, but timing is key. A restaurant doesn’t ask you to write a Trip Advisor review before you’ve even sat down, so why do some apps request a review within the first 30 seconds? How could I possibly have formulated a fair opinion within this short period of time?

Asking for feedback too soon increases the chances of negative reviews. After all, more people leave feedback after a bad experience than a good one. Give your users an app worth rating, and think carefully about when you want to ask for feedback and a rating. If you do start seeing a flurry of negative comments, perhaps it’s time for a real review. 



13: Forgetting the final frontier

The app universe is vast and growing exponentially, but you’d be surprised how many apps are launched without a marketing strategy. According to latest stats, there are 1.3m Google Apps, 1.2m Apple Apps, 300,000 in the Windows Phone Store and 240,000 in the Amazon Appstore. Therefore, if you want your app to be a success then it’s going to need a big bang!

We’re not suggesting you try to get on the cover of Time Magazine, but reaching out to the tech community can certainly do wonders. Generate a launch pack featuring screen shots, shoot a video, write an elevator pitch. The more you provide to reporters, bloggers and tech ambassadors the higher the probability they’ll feature it. 

In all the excitement of app development, don’t forget to apportion some budget to a marketing strategy. You’re app may be out of this world, but if no one knows about it that’s exactly where it will stay…stranded in the ether, waiting to be discovered.



14: Hear no, see no, speak no!

For app developers and clients, reading your app’s negative reviews can be like nails down a chalk board. But there’s no disputing the facts, ratings and reviews influence downloads. 

After months of planning, developing and launching your app it’s only natural to take criticism badly. However, if enough people are pointing out the same issues, you’d be crazy to stick fingers in your proverbial ears.

It’s not all lost however. If your audience have taken the time to provide feedback there’s a high probability they have a vested interest in your app. Even a relationship with an abandoned app can be reignited with the right update. Instead of the usual, bland “bug fixes”, update your app with a “we’re human, we listened, we’re improving” comment. When your app soars from three stars to five you’ll be thanking the moaning Myrtles!



15: Buy Bye! 

Your fingers are close to bleeding, the moment you’ve been painfully leading up to is here. Your about to slay the giant-didgeridoo-wielding monkey king …and BOOM! “50% off life insurance for a limited time only”. The only thing being killed off here is your app’s integrity. 

Tempting as it may be, monetising your app through adverts, micro payments and timed buyouts, is nothing more than wolf in sheep’s clothing. You need to tread carefully. Adverts won’t make you millions. If your app is good enough your user base will grow and people will pay for it.  

Put yourself in user’s shoes. Would a freemium, ‘pay once, play lots’ strategy work better? Do your research and get it right. Don’t be the big bad greedy wolf. Unlike little Red Riding Hood your users won’t hang around to pay the price! 


Written by Barry R at 11:23