iOS engineer and founder of Filma App (recently voted product of the day on Product Hunt), Miguel Lorenzo, walks us through app development and ASO (app store optimisation). You'll learn how to approach early release (beta version with limited features), including how to track preferences in Google Analytics, get user feedback and find what your users really want. In this presentation, we'll cover: • Idea and app development • Product launch • ASO (app store optimisation) • App promotion • App landing page • Product Hunt launch You'll get loads of tips and learn how to promote your app with promotional videos for new releases for social networks. You'll also learn how to reach out to influencers and tech blogs to help promote your product.

1. Number 1 on
Product Hunt
Filma
How I got Early Growth for My Mobile App

2. 2
I’m Miguel
Software Engineer at CBA
and also creator of Filma.
@miguel_ios
@filma_app

3. First of all
• I’m not a marketing expert
• Pay attention
• Let’s start!

4. Content
•Idea and journey of app’s creation
•Early release
•Analytics
•First months
•Challenges
•Product Launch
•App Store
•ASO (App Store Optimization)
•Landing Page
•Product Hunt
•What’s next?

5. Idea and creation
5
• Love video editing. Have a YouTube channel
• Wanted to used my iPad for edit videos.

6. 6
Google trends

7. Early release
Benefits
7
• Gather a lot of customer data (Analytics)
• What features were most important to have.
• Direct feedback from users (email, Discord chat,
social media, reviews, etc).
• Brand awareness (domain, ranking, name of the app, start
talking about Filma as a brand).

8. Firebase
Google Analytics
8
• Firebase comes with Google Analytics
• Implement tags on screen views and interactions
• Features not finalised but still announced within
the app. Tags to know interest trend of the users.
• Creation of Funnels. First use -> Purchase.

9. Firebase analytics
Examples
9

10. 10
First months
• Ship features keeping in mind users
feedbacks and needs.
• Look for complains on others competitors
reviews and making that part of my backlog.
• Every new release included a video
showcasing the new features launched.
Shared on social media.

11. 11
Example of version launch video

12. 12
Feedback
& Contact
options

13. Challenges and
minimum of investment

14. 14
• Create good looking
videos, nice icons,
images.
• Used Envato Elements
(monthly subscription)

15. 15
• Create some
professional tutorials
using Fiverr to get
audio voiceover.

16. 16
• Buy some devices to
test including a
powerful iPad and a
simple one
(refurbished one) so I
could test in edge
cases.

17. 17
• Had to iterate on the
solutions implemented
in order to meet
minimum of standards.
• Database issue
• Learn from mistakes,
refactor and continue

18. 18
• Time (spare time,
social life, full time job)

19. 19
Product launch
App Store
ASO
Landing Page
Product Hunt

20. 20
App Store ready
Good and stable final version “releasable”
Onboarding within the app
App Logo and branding colours

21. ASO (App Store Optimisation)
Screenshots
App Icon
Title, subtitle, promotional text and description
The app itself
Keywords

22. 22
App Store
Screenshots

23. 23
• Apps like books, sell
first by their covers.
• Try to look profesional
and.
• App features. Simple
and clear.
• No skills in design?
Try Fiverr/Envato.
Screenshots

24. 24
• No skills in design?
Try Fiverr/Envato.
• Get inspiration from
your main competitors.
Screenshots

25. 25
• 2 screens for App
Store listing.
• Key and trendiest
features.
• Horizontal/Vertical
Screenshots

26. 26
App Icon

27. 27
• One of the first visible
elements.
• Strong impression
• Quality and purpose
• Simple and
recognizable
• Avoid too many details
App Icon

28. 28
Title, subtitle, promotional text
and description

29. 29
• Title has the biggest
impact on keyword
rank.
• Include relevant and
descriptive keywords.
• Subtitle has the second
biggest impact.
• Don’t repeat keywords
Title & subtitle

30. 30
• 170 characters long
• Not required
• No need to submit a new version.
• Valuable asset for conversions.
• Latest news, sales, upcoming features.
Promotional text

31. 31
• Detailed
• Easy to read
• Transparency
Description

32. 32
App itself
• Quality
• Appealing
• Easy to use
• Good product in general
• If users don’t like it, they won’t be
downloading it

33. 33
Keywords
• Popularity (volume of organic traffic)
• Total apps (total number of apps appearing for
that keyword)
• Difficulty (how hard is to rank with this keyword
in relation with competitors)
• Rank (how is your app ranking with that
keyword)

34. 34
• Analyse your competitors and find out which keywords are they
using.
• Extract keywords from reviews and comments on your competitors.
• Use Keyword research tools to find best keywords, lower
competition and highest popularity.
• Find the best balance between volume, competition and popularity
of a keyword.
Keywords - Research

35. 35
Keywords
• Some tools that will help finding
the best keywords for your app.
• AppTweak, AppAnnie, AppRadar,
SensorTower, AppFigures.
• Some of them offer free options
with limited usage.

36. 36
ASO - Quiz - Price
What is the element that has the biggest
impact on the keyword rank?

37. 37
Landing page

38. 38
• Professional
• Simple
Landing Page

39. 39
• Main features
• Screenshots
Landing Page

40. 40
• Domain
• SSL Certificate
• GoDaddy
Landing Page

41. 41
• Download button
• Different locations
Landing Page

42. 42
• Contact
• Analytics
• Hotjar
• Google Analytics
Landing Page

43. 43
How to setup GA on
your landing page
• Create a Google Account or Use an Existing One.
• Go to http://www.google.com/analytics/ and setup your
Google Analytics account following the steps.
• Create New Account for a website providing al required
information.
• A tracking code will be generated that needs to be added
to your pages within the <head></head> tags.
• Upload your website files and use GA Checker tool to
verify that you have setup google analytics properly.
• Advance tools, events, clicks, etc.

44. 44
• Templates
• Static pages
• Wordpress
Landing Page

45. 45
Google Analytics - Quiz - Price
Where do you need to add the tracking code
in order to integrate GA on your landing page?

46. Product Hunt
46

47. 47
• Share and discover
new products
• Founded by Ryan Hoover
in November 2013.
Product Hunt

48. 48
• Submit products
• Linear format
• By day
Product Hunt

49. 49
• Comments
• Voting
Product Hunt

50. Product Hunt
50
Although many products submitted to PH won’t make it to be
featured, these are some of the benefits of getting featured:
• Getting early adopters to use your product
• Getting feedback from the community
• Possible media coverage (interviews, blog posts, talks)
• Investors might show interest on your product
• The PH top 5 will be highlighted in the next day’s Product Hunt
newsletter that goes out to hundreds of thousands of people.

51. Product Hunt Post
51

52. 52
• Be active in the PH
community before
launch
• Upvoting/commenting
other products
• Spend time on the
platform
• Connections
Product Hunt

53. 53
• Create PH Account
• Personal
• No branding
• Bots out of the site
Product Hunt Account

54. 54
• Upvotes
• Early votes as soon as you
launch
• Comments and discussion
• Influential users
• Clicks to your site
• PH automatically boosting
your product
Product Hunt Algorithm

55. 55
• 1 week
• Bypass waiting period
• Landing page ready
• Click the top “Post”
button
Product Hunt Before Publishing

56. 56
• Landing page
• Download link
Product Hunt Post - Link

57. 57
• Name
• Tagline
• Link/Additional
• Topics
• Status
• Publish
Product Hunt Post - Info

58. 58
• 5-10 images
• Youtube link
• Product icon (GIF)
• Catchy
Product Hunt Post - Media

59. 59
• First comment
• Tweet your post launch
• Talk to your friends about the
launch
• Share it on other social media
platforms
• Reply questions and
comments
• Be present on the day launch
Product Hunt Post - Launch

60. Product Hunt - Featured
60

61. Product Hunt - Impact - Day Before After
61

62. Landing
Page
62

63. Firebase - Analytics
63
Active users from being PH Featured

64. After launch in January
64
• I’ve been also contacted by a potential investor
interested on knowing more about Filma
• Caught the attention of AMC channel to be on their
Morning Show NewsWatch to showcase the app.
• Offered to do this talk ☺ 🙏
• Interview for USTechTimes
• Blog posts referencing Filma

65. Product Hunt - Featured
65

66. 66
What’s next
⁃ PRs, Reach tech blogs, mail list, prepare tailored
emails to each of them, sell a story and make it easy
for them to just copy paste and publish.
⁃ Apple Search ads
⁃ Google ads (Youtube ads)
⁃ Famebit (from Youtube)
⁃ Social media like Instagram/TikTok/Youtube
⁃ Interviews, videos, talks
- Quora (interesting tool)

67. 67
PH - Quiz - Price
What can you add to your product post
apart from a set of images?

68. 68
Example of promo video

69. 69
Finishing up
•Have a good idea. Do research and find if it’s a trend, lack in the market or if the
existing ones could be much better.
•Make a good product out of it.
•Use analytics to know what your customers really need
•Prioritise based on feedback, analytics and competitors reviews
•Connect with social media and use nice and catchy images and videos for marketing.
There are plenty of online tools to do this.
•Try Product Hunt but be ready before launch with a Landing Page and SSL certified
domain, media pack to promote your product and good looking presentation
•If it fails -> learn from mistakes -> try again with a next iteration/idea

70. 70
Thank you
@miguel_ios
@filma_app