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.
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)