App Store成功秘诀：从零到一流开发者

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"Appreneur Secrets to Success in the App Store" 是一本由Taylor Pierce编写的书籍，他是一位资深的iOS开发者，自2009年苹果App Store开放以来就开始从事应用开发。Taylor曾在苹果总部实习，并且已经开发了超过60款应用程序，许多都在苹果的前200名排行榜上占有一席之地。目前，他是Klinklife, LLC的首席开发者。这本书是基于Taylor在客户端需求、应用设计以及不断变化的App市场方面的专业知识和经验，为想要在App Store取得成功的读者提供参考工具。书中的章节涵盖了从基础到高级的各种主题，旨在帮助开发者和企业家在App Store中找到成功之路。以下是各章的概要： 1. **从底层起步，迈向巅峰**：这一章可能讨论了如何从一个新手开发者逐渐成长为市场的领导者，分享了Taylor自己的成长经历和关键转折点。 2. **选择正确的开发选项**：这部分可能会讲解如何根据项目规模、预算和技术能力选择合适的开发路径，如自建团队、外包或使用开发平台。 3. **不要竞争，要创造市场**：作者可能阐述了如何通过创新和独特的价值主张来区分自己的应用，避免直接与现有应用竞争。 4. **多种商业模式下的收入生成**：本章可能探讨了免费模式、付费下载、应用内购买等多种盈利策略。 5. **今天管理用户，为明天的成功铺路**：Taylor可能分享了关于用户获取、留存和满意度提升的策略。 6. **了解当前趋势**：这里可能会分析当前热门的市场趋势，以及如何利用这些趋势来定位和优化应用。 7. **广告投放的艺术**：这一部分可能涉及有效的广告策略，如何最大化广告预算并吸引目标用户。 8. **计划扩展，否则你的应用将失败**：作者可能会强调长期规划的重要性，包括如何为未来的增长做好准备。 9. **应用的生命周期**：讨论了应用从发布到成熟再到衰退的各个阶段，以及如何应对这些变化。 10. **出售权利，实现变现**：可能介绍了如何通过版权交易或合作伙伴关系来增加应用的商业价值。 11. **最小化盗版**：这一章可能会提供关于防止应用被盗版的策略和工具。 12. **随着App Store一起进化**：Taylor可能会分享对App Store规则、政策变化的见解，以及如何适应这些变化保持竞争力。此外，书中还附有索引，方便读者查找特定主题。这本书对于那些希望在iOS应用市场取得成功的人来说，是一份宝贵的指南，结合了Taylor Pierce的实战经验和专业知识。

CHAPTER 2: Choosing the Right Development Option

I have outsourced a few apps when I have been too busy. Of the five I have

outsourced, only one came back usable. Needless to say, I don’t have

entire apps outsourced. Although there are exceptions, historically, local

developers/studios create superior apps.

At times, overseas outsourcing can be used without causing the final

product to suffer. When my studio becomes overwhelmed with client

requests, I choose to outsource some of the development. My method

of outsourcing allows me to meet client expectations while still delivering

a quality product. If I am forced to outsource development, I make sure

that it is only the backbone and basic features of the app. Because doing

these is fairly straightforward, it would be difficult for any developer to

get it wrong. After the basic features are completed, my team will then

develop the more advanced feature set. Experience has taught me that

this strategy—outsourcing the easy jobs while keeping the major features

local—saves the client money and ensures production of a high-quality

app in a timely fashion.

Outsourcing the beginning design and easy features is generally the most

mundane part of the development process and can be handled by a relative

amateur. There really isn’t a need to spend top dollar when having the base

features implemented. For the select few with unlimited means, you could

certainly keep all the app development local, but for those who need to

economize, the hybrid development plan works well. Once you have a good

base app built from outsourcing, find a quality local studio or developer. This

is when having someone that is experienced matters. That person will be in

charge of handling the more difficult features and overall user interface (UI),

or, basically, what the user sees: buttons, images, animations, icons. By

handling the development process in this manner, you will save time, money

and headaches.

After you have found your developer, what should you do next? First,

get a sound contract written. Fortunately, you do not necessarily need

an expensive lawyer to make this happen. Search the Internet; there are

hundreds of template contracts you can use. Make sure the contract grants

you the rights to the source code of the app. If a developer will not grant you

the rights to the source code, do not work with that person! Web sites such

as Elance (www.elance.com) are useful for finding developers but are plagued

with the issues discussed previously.

Before taking your idea to the developer, design the concept on paper.

When a client comes to my studio with an app idea but no paper or

Photoshop model, I almost instantly turn the client down. If you take the

time to design the app, you will save yourself expense and frustration.

Remember, you know in your head what the app needs to look like and do;

nevertheless, developers cannot read minds! The more prepared you are,

the better chance you have of your app’s being a success.

CHAPTER 2: Choosing the Right Development Option10

It is no longer 2009; the App Store is a very crowded and competitive

marketplace. If you are looking simply to create the next goofy fart app and

retire, you should probably think again. Since the launch of the App Store

redesign in iOS 6, it has become even harder for apps to get noticed, and

things aren’t going to change with iOS 7. You are going to need a great

title, awesome keywords, a killer description, a superb app with beautiful

graphics, and a near genius marketing plan. I am not trying to intimidate

you; I am just letting you know the facts. Lucky for you, you have this

handy-dandy book.

Picking the Right Title

When app lovers are searching for new apps to download, they first see

look at the app’s title. The App Store loads the title of the app first and then

loads the images asynchronously (in the background). Therefore, in order to

sell, your title must be catchy and enticing. A user needs to be able to read

the title and instantly think, “I have to buy this” or “Hmm, this is interesting,

better open it and check out the details.”

There are two types of titles: plain and description. A plain title is just that:

the title of the app. This is common with popular games,such as

Angry Birds, Cut the Rope, and Tiny Wings. There are both advantages

and disadvantages to this type of descriptor:

Pros: These short names build great brand recognition and

are easy to remember.

Cons: Without a description following the title, these apps

will not get as many hits for keywords (keep in mind that

words in the title count as keywords). For instance, if your

app were called Photo Caption—Create Pictures with

Captions, each word in the title—“photo,” “caption,”

“create,” and so on—would get a keyword hit, whereas

if the title were simply Photo Caption, only “photo” and

“caption” would get hits.

Description titles, conversely, are popular with appreneurs wanting to get

a few extra hits for their keywords. Searchable keywords are divided into

three categories:

Publisher name: The publisher for the app’s display name,

such as Rovio for Angry Birds. If you search for “Rovio,”

you will see Angry Birds right at the top.

App title: The title of your app; this can be either the plain

title or the description title.

Keywords: Keywords are hidden from the public and are

submitted with the app to the App Store.

CHAPTER 2: Choosing the Right Development Option

Publisher name is the strongest keyword and will yield the highest

ranking, followed by app title and then keywords. Also built into the

search algorithm are the number of total downloads, downloads per day,

and ratings and reviews. No one knows for sure the exact formula for the

search algorithm, but there are a few educated guesses among seasoned

developers. I assign each category a point value to get an idea as to how

my app will rank for a searched term. The more points, the higher the

keyword ranking. For example:

Publisher name: Five points

App title: Three points

Downloads per day: Two points

Total downloads: One point

Keywords: One point

Reviews: One point

To demonstrate, let’s say our App Store publishing company (or individual

name) is Great App Publisher; our app’s name is Great App—Awesome

Fun App; and our keywords are “great,” “app,” “multiplayer,” and “game.”

If you were to search for “great app,” chances are we would come up at the

top because “great app” is in the publisher name, title, and set of keywords.

There is some speculation that if a word is in your title, then it doesn’t

matter if it is one of the keywords. This was true until only recently. Now,

if you searched for a term, for example, “great multiplayer” (for our game),

and “great” and “multiplayer” weren’t in our set of keywords, then our app

wouldn’t have shown up. For this reason, I like to include my app’s title in

my set of keywords. For the search “great app,” we would have gotten ten

points for the searched terms, regardless of downloads or reviews. That is a

very good result, and it would be easy to keep a high search result for that

ranking. Understand that this hypothetical scenario is an ideal case. Usually,

publisher name is not something you can get a hit on; sadly, that’s just the

nature of the beast.

Although you cannot control all aspects of the keyword process, there are

still ways to show up very high in the search algorithm. Initially, rank is easy

CHAPTER 2: Choosing the Right Development Option12

to escalate with new apps, but it is much harder to achieve a high position

by climbing the ladder over time. Follow these three steps to ensure you are

ranked high when your app is released:

1. Make sure your app has a few good keywords in

the title and be certain they are used as description

to avoid rejection by Apple. Technically, Apple does

forbid having keywords in the title, but if they are

used as a description of your app, Apple does not

care. Take, for example, the app name Gun Range—

Fun Exciting Super Awesome Gun Range. Apple will

reject this instantly because you are using keywords

blatantly in the title. Now, let’s say we change the

app name to Gun Range—Virtual Shooting Range

45+ Guns. Apple would likely allow this because

it is a description of what the app does. This is a

fantastic way to get a few extra keyword hits.

2. Check that you have a good set of keywords,

including your app’s title name. Recently, Apple

changed the search algorithm, such that you cannot

search for a word in the title plus a keyword and

see a result. Therefore, always include your app’s

title as a keyword. There are rumors that Apple

will be reverting to the old search algorithm, but

be forewarned that minor things such as this are

changed quite often.

3. Look to see that you are getting a lot of downloads

in the first 72 hours of your app’s going live. This is

the crucial time for determining where you show up

in the search term’s ranking. The first three days can

make or break your app. Don’t worry; there is a ton

of information later in the book about how to get the

downloads you’ll need.

Choosing Quality Keywords

Once your app is in development, there is still work to be done. This is

the time to do research on the most important part of the app: keywords.

Keywords, as mentioned earlier, are words or phrases that users will search

for to find your app. No matter how great your app is, if users cannot find it,

then it will not sell. Regrettably, a defined set of keywords that will guarantee

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