Pricing and Price Cycling - MEDIUM/LOW IMPACT
This refers to changing the price, specifically changing the price from paid to free. Let me preface this by saying two things:
1. If you don’t have a few hundred downloads a day when the app is free, this probably isn’t a great option for you.
2.This is NOT good for making your brand look really legit – each time you shift this pricing, you get a spike but it gets notably smaller.
That being said, switching from Paid to Free can be a powerful tool if you’re looking to get a lot of downloads quickly. You’ll see the marketing model and why this happens with all the site aggregators and the way the Apple store currently works.
A good analogy is to imagine that when you’re paid, you’re filling up with water. When you go free, you’re releasing that water. Water means downloads. So – if you try to do this too often, you’re only going to have a small impact vs. doing it sparingly which will give you a larger impact.