iPhone Application Marketing: Reviewing Current Websites

Earlier this month I wrote an article entitled “iPhone Application Marketing: What Every Developer Needs to Know” which discussed my predictions for the future of the app store. If you haven’t read it I suggest you go ahead, otherwise the point I make that you need to know is that in the future simply placing an application in the app store is not going to be enough. As the app store becomes flooded with applications, it is those that can market themselves effectively that will ultimately be able to raise their prices about the 99-cent point and sustain profitability. After writing the article, it became obvious that I should look to see who is doing this right now.

No Two Sites Are Created Equal

With the range of quality that is present within the app store, it is no surprise that the accompanying websites reflect this. The gamut of quality runs from extremely horrible to highly sophisticated.

Observed Trends

The sites definitely had a number of trends amongst them, some good and some bad. The following design choices were found amongst the sites:

• Large iPhone/iPod Touch product shots with application screenshots or simulated video
• Appropriation of the Apple aesthetic (shiny, rounded corners, reflections, simulated metal, typography)
• Large call to action buttons or “available in app store” link
• Simulated iPhone user interface icons
• Screenshot viewers that flip from vertical to horizontal

Knowing Your Application’s Audience

Quality of website effects a potential buyer’s perception of application quality. With the high levels of uncertainty in the purchase process of the app store created by a lack of demoing functionality (aside from lite versions), portraying quality can drastically impact purchase percentages. Websites should seek to accurately portray the application’s experience in order to diminish this uncertainty. This should be very high in the list of objectives for all iPhone application websites.

Well Designed Examples

Each of these applications utilizes a unique feature that helps inform the potential buyer about the benefits of the application or suite of applications. (It is important to note that only paid apps have been featured)

Delivery Status Touch

Clicking the iphone’s screen causes it to shuffle between different screenshots of the user interface in action. This is an interesting way to display screenshots, however it may be too understated.

Classics

The video simulating the application’s interactions and functionally successfully informs the user of what they can expect from this software.

spoonjuice

Clicking the iPhone icons switches the orientation of the phone from portrait to landscape mode. This creates a standard layout that can be adjusted to fit the company’s different applications.

Bejeweled 2

The toggle to switch between portrait and landscape screenshots adds interest to this simple microsite.

Tapulous

The suite of applications offered by Tapulous are featured using their corresponding user interface icons.

Kraft ifood assistant

Copy highlighting the unique features of the application is used to encourage visitors to view video examples.

Texas Hold’em

An application from Apple itself. Who else knows the app store better? This simple page is worth dissecting, as it sets at least a minimum of what a website should achieve.

Frenzic

Interesting blend of illustration and screenshot to highlight the game’s aesthetic and convince the user to download it from the app store.

Snow Reports

Simple yet effective, this site tells a potential customer everything they need to know quickly (including the price).

Bottle Rocket

The large flash animation of the iPhones highlights the user interfaces of the applications in a visually interesting and unique way.

Summary

An application’s site need not be huge to be effective, however it must know its intended audience. These websites represent the sophisticated end of the spectrum that do. However, it is still early in the life cycle of the app store and far better examples are sure to emerge as competition increases.

If you know of any other effective iPhone application websites, or ones with an interesting approach please share them in the comments below.