Show Me the Money! 165 The other cool thing is that you can offer as many in app purchases as you like, and depending on the value of the item, the in-app purchase can have a high price. Users that would have never paid $15 to purchase an app have no problem paying that amount inside an app they like, especially if they want that additional item, feature, or content. (See Figure 9.8.) When it comes to app monetization, you must use in-app purchases whenever you can. Always figure out what content and feature you could turn into an in-app purchase to create more user value. If you have an app generating a lot of traffic, some of those users will want more from your app. It makes sense to utilize the traffic you have to make more money. Let's consider some numbers. Assume you have an app with 10,000 down- loads per day. If only 2 percent of your users decided to get your in-app purchase, you would have 200 extra sales and make another $140 per day. The nice thing is that you can do this without having any negative impact on your app. Users who don't want the additional content will continue using your app the way they did, and users who want more content will be happy they can get it. It doesn't get better than this. By the way, your app doesn't have to be free for you to offer in-app purchases.