AARRR!
April 2, 2014
ComboApp Team

http://comboap.com
Want	
  to	
  be	
  the	
  tiger	
  of	
  mobile	
  apps	
  jungles?
Mobile Marketing Agency
With	
  over	
  740	
  promotion	
  campaigns	
  for	
  mobile	
  apps	
  for	
  the	
  
last	
  6...
Mobile Marketing Agency
A!
A!
R!
R!
R
cquisition
ctivation
etention
eferral
evenue
Mobile Marketing Agency
A!
A!
R!
R!
R
cquisition
Social	
  Media
Advertising	
  
networks
Blogs/	
  
Affiliates
Organic	
 ...
Mobile Marketing Agency
A!
A!
R!
R!
R
ctivation
User	
  tries	
  the	
  app	
  

for	
  the	
  first	
  time
Product	
  fe...
Mobile Marketing Agency
A!
A!
R!
R!
R
etention
The	
  app	
  is	
  being	
  used	
  multiple	
  times,	
  in-­‐app	
  even...
Mobile Marketing Agency
A!
A!
R!
R!
R
eferral
• Make	
  sure	
  you’ve	
  chosen	
  the	
  appropriate	
  
social	
  media...
Mobile Marketing Agency
A!
A!
R!
R!
Revenue
The	
  app	
  is	
  being	
  monetized	
  via	
  the	
  chosen	
  model.	
  Be...
Mobile Marketing Agency
A!
A!
R!
R!
Revenue
The	
  app	
  is	
  being	
  monetized	
  via	
  the	
  chosen	
  model.	
  Be...
Mobile Marketing Agency
Customer	
  Lifecycle	
  /	
  Conversion	
  Behavior
• Acquisition:	
  users	
  from	
  miscellane...
Mobile Marketing Agency
Conversion	
  Measurement
• Conversion	
  Criteria:	
  
– best-­‐performing	
  (%)	
  channels	
  ...
Mobile Marketing Agency
Types	
  of	
  Metrics	
  &	
  Measurement
• Quantitative:	
  Traffic	
  Analysis	
  /	
  User	
  ...
Mobile Marketing Agency
Got	
  questions?
Drop	
  us	
  a	
  line	
  at	
  contact@comboapp.com	
  
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AARRR Marketing Guide

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AARRR Marketing Guide

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Transcript of "AARRR Marketing Guide"

  1. 1. AARRR! April 2, 2014 ComboApp Team http://comboap.com Want  to  be  the  tiger  of  mobile  apps  jungles?
  2. 2. Mobile Marketing Agency With  over  740  promotion  campaigns  for  mobile  apps  for  the   last  6  years,  ComboApp  team  gathered  significant  experience   of  performing  the  balanced  approach  to  app  product   marketing.     ! Now  we’d  like  to  share  it  with  you,  as  we  want  your  app   become  successful  too.  
  3. 3. Mobile Marketing Agency A! A! R! R! R cquisition ctivation etention eferral evenue
  4. 4. Mobile Marketing Agency A! A! R! R! R cquisition Social  Media Advertising   networks Blogs/   Affiliates Organic  downloads   generated  from  TOP   positions  on  the  App  Store PR Biz  Dev  activity Search  –  generated   downloads App  Discovery   tools This  is  the  stage  when  you  receive  your  prospective  users  and  they   perform  the  needed  action.  In  the  case  of  mobile  app  marketing   we’re  talking  about  app  download.   ! What  you  have  to  evaluate  is  where  /  what  channels  do  users  come   from?
  5. 5. Mobile Marketing Agency A! A! R! R! R ctivation User  tries  the  app  
 for  the  first  time Product  features  &  UI Design Localization This  is  the  moment  when  user  should  get  their  "happy"  user  experience.  The   main  question  you  should  ask  at  this  stage  is  what  %  of  new  users  has  had   that  “happy”  experience.   ! Consider  utilizing  the  following  metrics:     • view  X  app  screens,     • spend  Y  seconds,     • make  Z  clicks  inside  the  app Be  sure  to  pay  attention  to:
  6. 6. Mobile Marketing Agency A! A! R! R! R etention The  app  is  being  used  multiple  times,  in-­‐app  events  are   being  tracked  and  tested.  Be  sure  to  use  a  tracking   solution  to  be  able  to  improve  the  app`s  performance  in   these  terms. Be  sure  to  take  advantage  of: In-­‐app  events   tracking The  common  metric  is  the   number  of  users  that  make  at   least  3  visits  in  the  first  30  days Periodic  mailing  with   news  &  updates Push  notifications
  7. 7. Mobile Marketing Agency A! A! R! R! R eferral • Make  sure  you’ve  chosen  the  appropriate   social  media  channels   • Make  sure  your  content  is  valuable  for  your   users   • Make  sure  it’s  engaging   • Make  to  sure  to  
 deliver  content  on  time   Social  Media  
 content  sharing The  app  is  being  shared  via  various  channels  (social  media   sharing   tools   are   being   used).   Pick   the   right   channels   and   the  right  messages  to  become  more  `sharable`. Take  advantage  of  the  Game  Center  to   motivate  users  share  their  results  thus   engaging  them  to  try  your  app  
  8. 8. Mobile Marketing Agency A! A! R! R! Revenue The  app  is  being  monetized  via  the  chosen  model.  Be  sure  to   think  about  monetization  starting  from  the  `idea`   development  phase  since  it  is  the  most  crucial  issue  for  you. Conduct  a  research  and  choose  your  model  wisely: Free FreemiumPaid  app Free-­‐to-­‐play You  have  to  decide  which  model  will  be  used   before  start  of  the  development  and   certainly  not  in  the  last  moment  just  before   the  release.
  9. 9. Mobile Marketing Agency A! A! R! R! Revenue The  app  is  being  monetized  via  the  chosen  model.  Be  sure  to   think  about  monetization  starting  from  the  `idea`   development  phase  since  it  is  the  most  crucial  issue  for  you. Conduct  a  research  and  choose  your  model  wisely: Free FreemiumPaid  app Free-­‐to-­‐play You  have  to  decide  which  model  will  be  used   before  start  of  the  development  and   certainly  not  in  the  last  moment  just  before   the  release.
  10. 10. Mobile Marketing Agency Customer  Lifecycle  /  Conversion  Behavior • Acquisition:  users  from  miscellanea  channels  download  the  app   ! • Activation:  users  enjoy  1st  visit,  get  "happy"  user  experience   – view  X  app  screens,  spend  Y  seconds,  make  Z  clicks
 • Retention:  users  re-­‐visit  the  app  multiple  times   – ex:  3+  visits  in  first  30  days   ! • Referral:  users  like  product  enough  to  refer  others   – referral  happens  via  email,  FB  &  Twitter  links,  blogs,  word-­‐of-­‐mouth,  etc
 • Revenue:  users  conduct  monetization  behavior   – if  no  monetization,  choose  free  download  model
  11. 11. Mobile Marketing Agency Conversion  Measurement • Conversion  Criteria:   – best-­‐performing  (%)  channels   – largest-­‐volume  (#)  channels   – lowest-­‐cost  ($)  channels   ! • Measurement  Components:   – Audience  Segment  (young  women,  teenagers,  older  singles)   – Channel  Source  (social  network,  paid  downloads,  organic,  PR,  etc)   – Campaign  Theme  /  Brand  Promise  (“Best  strategy  game”,  “Ultimate   cooking  guide”)   – Copy  &  Graphics
  12. 12. Mobile Marketing Agency Types  of  Metrics  &  Measurement • Quantitative:  Traffic  Analysis  /  User  Engagement   – Report  what  users  do,  track  usage  &  conversion  %'s  for  all  or  empirical  sample  #   of  users   ! • Qualitative:  Usability  Testing  /  Session  Monitoring   – Watch  what  users  do,  figure  out  problems  &  solutions  from  small  #  of  users   ! • Comparative:  A/B,  Multivariate  Testing   – Compare  what  users  do  in  one  scenario  vs  another,  see  which  copy/graphics/UI   are  most  effective   ! • Competitive:  Monitoring  &  Tracking  Competitors   – Track  competitor  activity  &  compare  against  yours;  if  possible  compare   channels,  keyword  traffic,  demographic  targeting,  user  satisfaction,  etc.
  13. 13. Mobile Marketing Agency Got  questions? Drop  us  a  line  at  contact@comboapp.com  
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