Your 2024 Guide to Sustainable and Profitable App Growth

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During App Promotion Summit London 2024, Peggy Anne Salz met with leading app professionals to discuss the most recent advancements, trends, and innovations in the industry. In this episode of App Talk, Peggy and Ramit Arora from Microsoft delve into the company’s approach to mobile app packaging and distribution.

Microsoft’s approach to app development and optimization has a dual focus on both enterprise and consumer markets. As Ramit highlights, the company’s growth strategy revolves around leveraging ASO, MMP, and strategic A/B testing to optimize funnels and enhance user acquisition and retention.

Further, Microsoft’s mobile success lies in experimenting with different call-to-actions, using free trial messaging, and integrating GIFs and images into paywalls. These seemingly simple adjustments have led to notable improvements in subscription rates.

Another important aspect of Microsoft’s approach is the high value packed into their apps, offering a wide range of easily accessible and clearly presented features.

Exploring Microsoft’s mobile app strategy with Ramit Arora, Monetization Lead Program Manager at Microsoft

Source: App Promotion Summit via YouTube

Free trials also play a pivotal role in Microsoft’s strategy. Ramit emphasizes that trials help potential users understand the app’s value by allowing them to experience its benefits firsthand. This approach is particularly effective in building user trust and helps make users feel more confident when committing to a paid subscription.

Ramit also highlights the importance of multi-touchpoint interactions, where support content, forums, video tutorials, and marketing efforts outside the app all contribute to shaping user perceptions.

Finally, Ramit stresses how crucial it is to stay on top of ASO and ASA trends to maintain top rankings for important keywords, particularly in rapidly evolving areas like AI. This proactive approach ensures that Microsoft’s apps remain competitive and visible in today’s saturated app marketplace.

Watch the full App Talk interview here to unlock all of Ramit Arora’s tips and insights.