4 ways to monetise your app
Many developers view monetization and design as two separate entities. But based on our experience at Tappx, they should have monetization deeply rooted at the starting point when building an app.
But there are many factors to consider when picking a strategy. So, we’ve listed down a few strategies and their unique qualities to help you evaluate which will be the most compatible with your app/business.
In-app purchase (IAP)
For the in-app purchase model, you need to find the proper balance between what content or functionality will be included in the base download vs what can be unlocked with payment. If too little content is provided, users will look elsewhere for similar products. On the flip side, users won’t have a reason to upgrade if you give too much free content.
For game developers, consider offering both fixed-price and in-game currency options for unlocking content. This allows non-paying users to experience unlocking “unlockable” content while allowing paying users to freely spend via both methods. Alternatively, you can employ video ads to reward users with “free” currency, thus obtaining ad partners and user allegiance.
How to implement it
No matter what your app is, you’ll need to deploy and scale a large variety of premium options to offer your audiences at different price tiers. You can do this by defining a pricing strategy.
Be sure to communicate the value of your premium offerings at the right time by discovering the maximum engagement moments for your users and then impacting them with paid offers. Take advantage of urgency and offer discounts as well. You can communicate to users via in-app messages or through push notifications.
You can also offer users a “taster” experience of what it feels like to be a user with premium capabilities. If you use ads, you may use them to offer paid offerings to your users.
In-app advertising
In-app advertising consists of distinct categories: video ads, display ads, and native ads. By implementing ads, you can focus on coding and improving your game. On the other hand, this allows users to download apps for free without restrictions on content or functionality other than the ads themselves.
When choosing how to monetize your app via advertising, you should choose an ad partner that will help you find the right advertising strategy and ad format for your app.
How to implement it
Putting ads in your app is easy, but getting good revenue from them is challenging.
You can start by selecting an ad partner. Then, select the ad format you’ll implement. Depending on these, your revenues can fluctuate a lot. Try to find a balance between the frequency your ads will show and the session length. Keep the user at the center of the experience.
Take into account that eCPM (effective cost per thousand impressions) is not the main metric to keep an eye on. This is because the metric depends on other factors, some of which you cannot control. Keep monitoring ARPDAU (average revenue per daily active user) data, check your metrics regularly, and segment your user base. Based on these, set up an ad strategy accordingly, and don’t forget to do extensive AB testing.
Subscription-based
Although subscriptions only accounted for 4 percent of mobile app revenue in 2017, they can be highly lucrative for the right kind of app (e.g. Netflix, Amazon, Spotify). Another type of subscription lets users access the full functionality of an app with a recurring charge.
Giving users a free trial to your subscription-based app is a common method to allow them to fully experience the benefits of your app before committing to the service. Subscriptions often have cheaper monthly pricing schemes than fixed-cost apps, thus making for a more affordable alternative.
Subscription success relies on the quality of the service, so it can be a good way to gauge your audience’s response to features or content. Developers should try to release a steady stream of new content, along with regular app updates to keep audiences engaged and subscriptions renewed.
(Note: Paid users will be more discerning than those who download free apps on a whim and will demand greater levels of customer service and support.)
How to implement it
If you’re looking to integrate this model, it’s important to know what the premium features are going to be and the reasons why users need to pay for them. It’s a risk to offer features for free. So, one of the first things you need to do before implementing a subscription model is to ascertain what is valuable for your users when they use your app and then execute a trial plan for them to experience what it’s like to be a premium user.
The objective is to make users feel that everything will be the same for them in your app after the trial. Also, take into consideration that users are different and have varying needs. So, it’s recommended that you develop a subscription plan based on different price tiers and features, according to your different segmented audiences.
Direct price
The direct price model (aka pay-per-install model) can be divided into two categories: paid and “paidmium” apps. The former refers to apps that have a one-time download cost while the latter refers to paid apps that also offer in-app purchases. For this model to work successfully, your app needs to have original content that cannot be found in free or copycat apps.
Due to the heavy saturation of the app market, this model has dropped in revenue and popularity. Competition with apps that allow users to test products before investing in it has caused fewer developers to go for this model.
How to implement it
Ensure first that your value proposition is unique and that it deserves to be premium. Study what the competition is doing and what prices they are offering. Then, create your pricing structure. Take into account the elasticity/seasonality in the year to maximize revenues and downloads.
Don’t think of pricing as fixed at one level; it isn’t. It can be changed according to the evolution of your products or according to the feedback of your users. Understand the market demands and never forget that the price should be sustainable for your business in the long term.
Decide which monetization model to use from the very beginning. Then, test and improve along the way. Study your users, observe how they interact with your product, and try new improvements. Ultimately, the user relationship with your app will dictate your product’s success.
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Editing by Jaclyn Teng
(And yes, we’re serious about ethics and transparency. More information here.)
Community Writer
Kinga Kruzmanowska
Publisher Development Director at Tappx.
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