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Name: Louis Powell

Job title: Head of UK Apps

Company: Google

Location: London, United Kingdom



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Applepies: “Can you give a short introduction about yourself, your job and how Google works w.r.t. Local and or Global presence. For example you are dedicated to the UK. Does every country has its own registration? Is it better to register in countries like UK, or USA?”

LP: “I have been leading for UK’s Apps Ads business for 2 years. Prior to Google I spent 4 years at Unilever as a brand manager before completing an MBA in Barcelona.

I work with UK based developers across all categories, from gaming to finance, and help them get the best out of Google products and services. This covers both UX and app build, and user retention and growth.

Google have specialists spread across the globe who focus on developers with the biggest and best apps. We want the best apps to reach as many people as possible and will partner with you to achieve this. Many Google offices run events to promote the app ecosystem in their market. Developers should sign up to these events and talk to Googlers who can explain what support is offered in their market. These events are often promoted on Google’s social media channels, while some are invite only.”

Applepies: “What is role that Google plays (can play) for those Founders launching an App. In what way can App founders present them better via your Search engine. Why are some Apps frequently been used or some not. Can Google play a role in it?”

LP: “Google’s app products and services have 3 main objectives; help developers build high quality appsgrow their user base, and generate revenue. For example Google Firebase, our mobile platform, combines developer tools like crash analytics, and Test Lab, with growth tools like notifications, and dynamic links. The platform is built around analytics and audiences and works across iOS and Android. Another example is Google’s Universal App Campaigns. Simply give Google your daily budget, 4 lines of ad copy, your target cost per install (CPI) and your marketing objective, such as, finding uses likely sign up for your service, or users likely to make a payment. We combine these with Google’s deep learning expertise to optimize your campaigns across 5 (Search, Play, YouTube, Chrome, Android) of Google’s 7 platforms with over 1bn users.

Ultimately if you focus on the user and deliver utility, value, or enjoyment then through Google services we can help you build better, reach more people, and generate a better return.”

Applepies: “Can you tell something about the best and bad practices from your past experience, or other Tip and Tricks once an App has been finalized.”

LP: “A big problem for developers are bad ratings and reviews in the Play store. 50% of 1 star reviews are due to bugs and crashes. Therefore developers must ensure excellent app build quality. The android eco- system is highly fragmented with 100s of device manufacturers and device types. This can make building apps very difficult. To help with this,​ Google’s Firebase platform has a Test lab allowing you to launch your tests on our physical devices to help ensure the best possible quality for your applications. On Google play we also recommend that you run a closed beta using our early access users. This cohort of users will give you a wide range of the general population who can give you feedback outside of the Play store. These features will help you launch and app that users love and boost your rankings and ratings. Lastly don’t forget to reply to user reviews both bad and good to help spot app quality issues and new feature suggestions.

The biggest challenge however is retention. Research (from Andrew Chen) suggests the average apps loses 90% of users within 30 days. Sustainable grow is almost impossible with this level of churn. To improve retention developers should focus on on-boarding and feature adoption. Look at your data and ask ‘what actions lead to better 7 day retention?’ This might be completing a specific level, posting a comment, taking a ride, or reading 3 articles. Now look at your on-boarding. How easy is it to achieve these actions? Could you reduce the level of user friction to take these actions? Friction makes it harder for users to obtain utility or value and therefore increases the level of churn. If there is friction such as long registration forms, the action is not front and centre, or no clear call to action, then create some alternative on-boarding flows and test. Once you have improved 7 day retention move on to 30 day retention. What actions correlate to high 30 day retention? Increasing retention is about improving by increments. Analyze, build, test, and repeat.”

Applepies: “Do you think platforms like Applepies can help App’s to get far more familiar to the worldwide audience compared to the AppStore/GooglePlay store?”

​​LP: “I would not make a direct comparison but Applepies can be a useful channel for app developers. The Mobile Growth Stack is a useful source which outlines how different channels work together to achieve growth.”

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