This guide is designed to help you have a successful launch in the Google Apps Marketplace. The tips and guidelines below will help you drive more visitors to your Marketplace listing and increase conversion rates.
A recording of this presentation is available here.
1. Take the time to build a great listing page.
Your listing page is the single best way to market your Marketplace app. The following guidelines will help you maximize the impact of your listing page.
Keep it simple, and don't forget to mention free trials. Oftentimes a vendor will mention a free trial as part of their listing's overview section, but will leave it out of Pricing Details. You should mention it in both places!
TRUSTe data privacy certification
Don’t forget to take advantage of the opportunity to get your app certified under the TRUSTed Apps Data Privacy Certification for Marketplace Apps program. This optional certification is free for the first year -- see the program FAQ and certification FAQ for more information
The top of your listing
The top of your listing shows a summary overview, key benefits, an image, and optional links to a video and customer success story. Here are some pointers to keep in mind:
Image: The maximum space for your image is about 250 x 175 pixels. Use this space wisely. Screenshots of your product are great, but make sure they're legible at small size. Logos, icons and infographics work well too.
Summary overview and key benefits: Your summary overview should be a very clear statement of your product's value proposition. This is limited to 200 characters so keep it succinct! Similarly, key benefits should be the top 3 points that you think will convince potential customers to try your app.
Videos and customer success stories: These are optional, but we encourage you to do both. See our guidelines for getting your video included in our YouTube channel, or submitting a customer success story.
Overview and Customer Reviews
Use the Overview section of your listing to provide in-depth detail about your app. This information should leave customers feeling like they know enough about your app to make a purchase or trial decision. Key product features, links to endorsements or awards (use bit.ly to keep them short), and examples of the business problem(s) your app solves all work well.
Customer reviews and ratings show below the Overview section. If you have happy customers using your app, encourage them to write a review. Besides reinforcing the quality of your app for potential new customers, these reviews will also help your app rank better on search pages.
Don't forget to cover your keywords! Make sure your listing page contains all of the words customers are most likely to use when searching for your app. For example, if your listing page contains the phrase "customer relationship management" but not "CRM," you'll miss customers who search on "CRM." Therefore, it's a good idea to include both.
Don't forget to install Analytics tracking code to your landing page! See how.
Before publishing, please make sure your listing adheres to our branding guidelines.
2. Build a great landing page on your own site.
Creating a landing page about your Marketplace app gives you an opportunity to sell your integrated app with complete creative control, allowing you to incorporate images, videos, interactive gadgets and demos into your sales pitch. It also gives users entering your site through channels other than the Marketplace a chance to learn about your integration with Google Apps. Here are some best practices to keep in mind when designing your landing page.
Call to action
This is the most important part of your landing page. Your call to action should be "above the fold" -- that is, viewable without the user having to scroll down -- and clearly distinguished from the rest of the page's content. A landing page's call to action is most commonly placed in the upper right corner of the screen. We encourage you to use the Add to Google Apps button as a strong call to action.
List out your app's specific points of integration with Google Apps, and the benefits of using it as part of the Google Apps suite. Pictures and video work well here.
Can your app be added to Google Apps? Point to it with the Add to Google Apps button. Does your app integrate with Gmail? Show it using the official Gmail icon. The Apps Developer portal Document Library provides logos, icons and other collateral to help you accentuate your product's integration with Google Apps.
Create a short guide to walk your customers through the process of installing your app to Google Apps, and explain the value of your app's integration with Google Apps.
3. Write a blog post, and tweet it.
Announce your launch in the Marketplace to the world by writing a blog post and tweeting it. Before publishing, send an email to firstname.lastname@example.org, and we may be able to retweet your tweet from a Google Buzz and/or Twitter account, getting a lot more eyes on your app!
4. Write a press release.
A press release is a great way to inform journalists of your launch and increase your chances of getting press exposure for your app. We've provided a template here to help you write your release. Please make sure your release adheres to our branding guidelines.
5. Tell your customers
A short email to your existing user base is a great way to get a bunch of installs right off the bat. Remember, integration with Google Apps can be a powerful way to convert free users to paid.
6. Send us a slide
Keep Google Apps sales reps in the loop by sending a one slide overview to email@example.com. We've provided a template here.