Giving Obscura Away in the Apple Store App
IAP sales were actually lower than expected. Over the first week, about 0.5% of people bought an IAP. Over the full course of the promotion that increased to 0.75% which is still a good bit less than we were expecting. Perhaps the demographics of people who take advantage of such offers are less willing to pay for extras, or perhaps we’re just not pushing the IAPs hard enough within the app. However…
The one thing we did not account for at all in our estimations was that people would continue to buy Obscura. Not only that, but more people would buy Obscura than we’d expected without the promotion. We’re still trying to wrap our heads around it, but we’re certainly not complaining. We were featured in a number of articles as a result of the promotion which definitely introduced us to new audiences, and the increase in downloads probably improved our visibility on the App Store.
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It’s very hard to communicate to people that Apple’s Apple Store app is not the same as Apple’s App Store app. We quickly lost count of the amount of times we had to point people in the right direction.
Of course people expect to find apps in the App Store app. I looked for the free Obscura there myself, but you had to get the promo code from the retail Apple Store app.
