Best Practices for Application Marketing

The following are some general guidelines for marketing your application in the Windows Phone Marketplace. The guidelines suggest some best practices for effective representation throughout Windows Phone Marketplace. Although the document also provides guidance for application quality, it's not intended to be a guide for development.

Art Guidelines

App tiles
- Is it appealing?
  Create a logo that will capture the user’s attention. You may want to look in the catalog for logos for similar apps, to determine how you may want to differentiate your logo.
- Does it illustrate the purpose of the app?
  If possible, create a logo that represents the function or purpose of the app.
- How well does it represent my brand?
  Create a logo that conveys the value of your brand and the quality of your app or game.
App screenshots
Select screenshots that capture the essence of your application. Screenshots are an excellent way for users to preview your app or game before downloading. Try to select scenes that effectively display the best features of your app and illustrate the value to the user. The following are some guidelines for effective screenshots.
- Use high-resolution images
- Select scenes that are vibrant and colorful, if they're present
- Feature scenes that display the use of Metro design, if they're present
Panorama
Apps featured in Windows Phone Marketplace and in the App Hub can be represented by a panorama image. The Panoramic Background Art is an important element of an application submission and can help market an application to consumers. For each of the hubs of Windows Phone Marketplace, there's a background image named Panorama Background Art that spans the entire hub. During the application submission process, developers can include a Panorama Background Art image that will be used if their application is chosen to be featured in Windows Phone Marketplace. The following are some design guidelines for creating panoramas.
- Avoid clutter
  Ensure that Windows Phone Marketplace Hub text and icons always remain clear and easily readable. Keep the Panoramic Background Art design simple. Avoid text, busy scenes or patterns, or content that would unnecessarily distract the eye or conflict with other Windows Phone Marketplace elements.
- Encourage horizontal scrolling
  Help to reinforce the panoramic nature of the design by using Panoramic Background Art that conveys a sense of horizontal movement or a design that spans across different screen sections. Leverage leading lines, symmetry, patterns, or depth of field to draw the user across the panorama.
- Make each screen section appealing as a stand-alone
  Design artwork that works well when viewed within each of Windows Phone Marketplace and Application Hubs’ screen sections. Consider how the Marketplace Hub elements in each screen section will overlay that portion of the art. Some examples are featured icon tiles, application titles, and category lists. Exercise care with soft-focus picture backgrounds. A high-quality picture might look great overall, but soft-focus screen sections might render the picture unsuitable for Marketplace Hub Panoramic Background Art.
Sell your application
Leverage the Panoramic Background Art as a promotional opportunity to encourage users to download your application. The panorama should be specific to your application and shouldn't be used to cross-promote other apps or games.
Make it relevant
Design Panoramic Background Art that will resonate with the majority of Windows Phone users to whom it is targeted. For applications that are available internationally, consider localization options, or make background art design that is relevant for all applicable countries/regions.
Validate design
Use the Panoramic Background Art Design Template to test and evaluate Panoramic Background Art designs with a Windows Phone Marketplace content overlay. Whenever possible, review Panoramic Background Art on a Windows Phone device by opening the picture file. For more information about design templates and resources, see Design Resources for Windows Phone.

General Quality Considerations

The following are several criteria that the Merchandising Team uses to evaluate your app or game when making promotional decisions. As previously noted, these quality criteria are provided as suggestions only and are not intended as submission requirements. Special consideration may be extended to applications that use exclusive Windows Phone features like the Start screen dynamic Live Tiles, the user interface (UI), and scrolling features.

UI – Visual
- Is the UI visually appealing?
- Does the app or game use the UI design of Windows Phone?
- Does the application use the Live Tiles feature of Windows Phone?
UI – Usability
- Is the app or game simple and intuitive?
- Does the application effectively utilize the touch screen features of Windows Phone?
- Does the application effectively utilize the scrolling features of Windows Phone?
- Are menus clear and logical?
User Experience (UX)
- Is the app or game original?
- How easy is the application to use? Will users need a tutorial to learn the app?
- If the app is an application, how useful is it? Does it effectively serve its purpose?
- If the app is a game, how entertaining is it? Will users play with it frequently?
Sound or Music, if present
- Is the sound or music pleasing?
- Is the sound or music appropriate for the app?
Merchandising Assets or Editorial Content
- Is the title effective and appropriate?
- Is the marketing copy effective and appealing?
- Are the logo and screenshots visually appealing? Do they effectively represent the app?
Availability of trial version
- Is a free trial version available?
Implementation of Special Features
- Does the app or game implement special features, like GPS, touch, or accelerometer?
Price
- Is the price reflective of the value of your app or game?
User Reviews
- Has the app or game received positive feedback from users?
- How does the application’s ratings compare to other apps or games in the same category?
Download and Revenue Potential
- How successful is the app?
- If the app or game is new, is it clearly evident that the application has download or revenue potential?
- Does the app or game appeal to a broad audience?

Best Practices

The following are some examples of app marketing activities and suggested best practices.

Include the Download for Windows Phone Button and a link that directs users to the marketing collateral associated with your app or game.
When featuring your Windows Phone app, always include the Download for Windows Phone Button, with a deep link that directs users to the App details page for your app or game in Windows Phone Marketplace. These two items should always be used together. For more information, see How to: Link to Windows Phone Marketplace Content.
Highlight the Windows Phone Marketplace in partner campaigns
When a mobile operator promotes a third-party app, the developer sends them an edition of the app that is exclusive to the users of that carrier’s services. The carrier submits it through their App Hub account, and then they coordinate subsequent promotional campaigns with the developer. When your apps or games are associated with these types of campaigns, make sure to include a link so that users can download the app from Windows Phone Marketplace.
Blog about your application
When you blog about your app or game, or mention it in forum discussions, include the Download for Windows Phone Marketplace button and a deep link to the App details page that contains your posts.
Create a YouTube video for your Windows Phone Marketplace app or game
Video previews are an excellent way to entice users to download your application. Furthermore, YouTube and other venues can assist in marketing or promotional campaigns.
Offer a “Try and Buy” version
Our experience has shown that offering free trial versions of applications and games is both a benefit to end users and a driver of sales. Users enjoy trying out new products and are much more likely to buy them if they have had the chance to try them out first. For an overview, best practices, and code examples demonstrating how to do this, see Creating Trial Applications.
Promotions on Microsoft websites
Microsoft may select your application for various promotions across Microsoft consumer websites. Selection is determined by various criteria including, but not limited to, popularity as measured by downloads and sales, and relevance of the application to a promotional theme. Follow the editorial suggestions in this document to ensure that, if selected, your application will be accurately and effectively represented.
Social networking site marketing
Microsoft may select your application for promotions across official Microsoft social networking sites (SNS). These posts will include a deep link to the App details page in the Windows Phone Marketplace, if appropriate. If you choose to promote your application across SNS, be sure that you also include a deep link to the App details page of your app or game.

Step 4: Submit Your Application