This post continues my analysis of some App Store conditions.

The first post can be found here: App Sales, What’s Hot – What’s Not – #1: Category Featured

#3 – “Free for one Day” Promotions

There is so little you can do to market your App in the App Store / in iTunes itself. Outside the App Store you have some more options but less users.

There are Blogs, News and Promotion-Sites you can ask to blog/write/promote your App. I haven’t done the first two, but the last one I tried with FreeAppADay.com which I stumbled on by researching sales numbers by ranking positions.

I had two of these “Free for one Day” events, one by accident without being promoted and one with an active promotion. This helps identify the influence of such a promotion site and what you can do all by yourself.

Sales before

The baseline to compare everything too are the sales numbers before anything happened:

These are the normal up & downs for a timeframe of 4 weeks.

Set yourself Free

There was a promotion scheduled May 31st, which the App was set to free but freeappaday did not really promote the App. Neither Newsletter, Twitter nor Frontpage News had anything mentioned about the App, but it was free on that day! Here is what happened, the same graph +4 days:

6.600 more Downloads:

• 1.000 on the evening of the first day (~6 hours)
• 5.000 on the promotion day
• 600 on the morning of the following day (~6 hours)

The App moved in the Free-App-Charts to the top of its category within that day.

Sales the following day

Having the App on 6.600 extra iPhones and iPads should help its sales. Average sales increased by +10% after these days.

No need for a graph here, you can imagine +10% :-)

Free for one Day, with Promotion

The App was prepared exactly the same way about 6 weeks later and was sent to:

• 13.000+ Twitter Followers
• 20.000+ Newsletter Subscribers
• Put on the Front Page of freeappaday.com
• …and was announced to be the first Opening App for the new iPad Category

The results were nearly the same:

• 700 Downloads on the evening of the first day (~10 hours)
• 4.000 Downloads on the promotion day
• 600 Downloads on the morning of the following day (~10 hours)

= 5.300 Downloads, thats about 1.300 less compared to the free day 6 weeks earlier.

The App moved again in the Free-App-Charts to the top of its category within that day.

Why was the promotion less successful?

I have a Google Alert on the App’s name which made me aware of some websites that monitor price changes of Apps. These seem to have a very large user base that can be accessed very easily, if your App costs several dollars and drops down to zero.

My guess is, that the first try in May got all these users that were looking on these monitoring websites. The second try got all the users of freeappday.com and the ones looking on these “monitoring sites”. Someone can only guess how the users are divided between the two sources, my guess is 50/50.

Sales the following day

Having the App on 5.300 (this makes a total of 11.900) extra iPhones and iPads should help its sales again. Average sales increased again by +10% after these days.

But: There was a big difference on the second day, the App went back to $3.99. In contrast to the first try, there were more people actually buying the App on that day, the revenue increased +70%. This could mean that there are more people willing to buy an App on freeappaday.com than on the “monitoring sites”.

One month later

The sales decreased slowly in the following weeks and stabilized on nearly the same niveau before both Free-Days. The effect wasn’t permanent but this is basically because the App was not one you will show your friends or talk about it very often. If an App is more viral that could be a jump-start to get it on track :-)

Conclusion

What I didn’t say, is that freeappaday.com wants $1.200 for their promotion ($600 for “new” developers) and requires you to promote their website in your App description on the day your App is free.

So the conclusion I come to, is that you might not need such promotion portals. You can get the same number if users very easily for free if you just set your pricing to free and wait for these “monitoring sites” to catch it on the iTunes RSS feeds. Depending on your pricing on the previous days, you should get the same results as being on such a “free for one day” promotion portal.