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Should you let app users try your app before they buy?
Rebecca Appleton • 11 December 2018
As an app developer, it might sound counterintuitive to give your app creations away for free, but one pioneering start-up in California wants you to do just that – and it’s raised $15 million following a funding round. Called AppOnBoard, the firm is pitching app developers to let app store users try their creations for free, with the aim of turning browsers into app buyers.
The LA-firm says that this approach could help app developers around the world to improve user acquisitions across all global app marketplaces. It says app store users are falling out of favour with free-to-use apps because they think that means their data will be sold to make money, therefore, having a tool that gives users the chance to try a paid for app for free before they commit to the purchase is a happy middle ground.
Many US investors obviously feel the same way as the firm has raised a huge $15 million to further its plans. The founder of AppOnBoard, Jonathan Zweig is a seasoned tech entrepreneur and says his creation has already delivered big changers for app developers. Zweig says that app developers who subscribe to AppOnBoard (developers must pay to use the tool) have reported an increase in conversions. He singles out Play Store users in particular, saying that app users who can demo an app before they download it are more likely to convert and be retained. In short, he says that if you allow a user to try an app before they are required to pay for it, they will then go on to purchase.
The tool works like an app demo service and integrates directly with Google Play. One of the investors, Paul Haydon issued a statement following the funding round, stating, “…users will now be able to experience their apps and games on-demand and without an install across various platforms, starting with Google.”
AppOnBoard is the first tool of its kind to be integrated with the Google Play Store but, the team is also said to be in talks with Apple to trial on the App Store. The company’s ultimate aim it says, is to make every app instantly available for users to preview without having to download or pay. The firm already has a UK presence alongside its US base but, this could expand to other countries as a result of the financing.
Is app previewing a great way to increase conversions or downloads? Share your thoughts with us on social media.
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