Mobile Growth: Best Strategies, Tools and Tactics


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These are the slides of a talk I gave at Le Camping, the most renowned French startup accelerator based in Paris.

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Mobile Growth: Best Strategies, Tools and Tactics

  1. by Adrien Montcoudiol (@adrienm)
  3. I think the biggest mistake we made as a company is being too much on HTML5 as opposed to native. “ (Facebook’s first mobile app was on HTML5)
  4. Go mobile first ! or at least be mobile friendly
  5. first of all: build the best product
  6. user testing ! individual testing ongoing Goals: Test perception and usability
  7. user testing ! individual testing ongoing Tools & Resources: ! Guide: UserTesting (Free: Peek)
  8. Typical setup
  9. user testing ! qualitative testing 6 months before launch Goals: Gather 50-150 beta users you can talk to on a regular basis. Search for hooks (3 days of active use) & must-haves (3 weeks) Identify core product value.
  10. user testing ! qualitative testing 6 months before launch Tools: ! Testflight (up to 1000 beta testers for free based on email address) Diawi PreApps (community of early adopters)
  11. user testing ! quantitative testing 4 months before launch Goals: Test your app with 5-10k unbiased users. Get actionnable stats on conversion rates and retention. !
  12. user testing ! quantitative testing 4 months before launch Great Case Study (Tempo AI): !
  13. launch: create excitement
  14. Mailbox Case Study
  15. Dec 2012: The Viral Video
  16. Originally, Mailbox planned to charge $3 for the app, but that changed after its debut video attracted more than 1 million views. ! ! “We originated too much interest too fast,” Underwood said. ! ! So instead of charging on day one and potentially crashing its servers (which would greatly damage the brand), the team decided to make the app free but give people access at a slower rate.
  17. The bandwagon effect “The bandwagon effect is a phenomenon whereby the rate of uptake of beliefs, ideas, fads and trends increases the more that they have already been adopted by others.” (Wikipedia)
  18. The best email app you’ll ever use.“
  19. acquired by dropbox for $100mm
  20. If you are not embarrassedby the first version of your product,you've launched too late. - ReidHoffman. “ only if you’re looking for product-market fit.
  21. pr
  22. Make their job easy
  23. PR PERFECT EMAIL TO BLOGGERS: SHORT & INFORMATIVE ! What is your app: 3 lines Why it is cool: 3 lines Link to App Store (generic > your landing page) Pictures Youtube video link (appears on Gmail) No PDF or word document ! Good timing: early in the week (avoid Apple keynote…) Great timing: newsjacking (ex: Lima during NSA scandal)
  24. PR RESOURCES: ! Great guide to PR: List of blogs to get reviews: ! TOOLS: ! BuzzSumo Little Bird / NeoReach PlaceIt
  25. apple featuring
  26. 1.2 million apps
  27. Where you want to be
  28. 2013: 700 000 downloads
  29. last week of 2013 (featured): 2.8 Million downloads
  30. Build a great app (excellent UI & UX) Use latest iOS innovations: iCloud, Game Center, Passbook, Apple Pay, Touch ID. Be universal: iPhone and iPad, EN/FR/ES/DE/IT iOS only Get in touch with Apple: 3 weeks before, at least. increase chances
  32. What matters most? ! 1. description (25%) 2. reviews (24%) 3. images (23%) 4. stars (13%) 5. icon (13%)
  33. AB Testing tool for App Store content: StoreMaven
  34. App Store: ! - Keywords in the app’s keyword set - Keywords in the app’s title - Nb of downloads on a specific period of time - Rating Google Play Store: ! - Total nb of downloads - App quality (engagement, uninstalls…) - Rating - Keywords - Nb of backlinks - Social proof (G+ & FB) Ranking algorithm RESOURCES: AppCodes, AppAnnie,
  35. LOCALIZATION After a week for iPhone. (Study based on 200 apps, 2012 - Distimo) the immediate impact of adding the native language DOWNLOADS REVENUE
  36. 7 languages = 76% of the market LOCALIZATION English, Chinese, Japanese, Spanish, German, French, Russian
  37. ASO is useless app REVIEWS
  38. REVIEWS Ask the most engaged users.
  39. REVIEWS Learn from unsatisfied users.
  40. REVIEWS Apptentive / Helpshift: in-app feedback and rating prompts
  41. REVIEWS Fight negative reviews. App in the Air tactics: find them and change their mind: - look for the nickname on Google - naming convention: “jdoe” => search “doe” in DB - use country in search - use social apps commented by this user
  42. paid acquisition
  43. Boost launch with ads Many downloads on a short period of time enable apps to rank high very fast.
  44. US: top 10 overall = 40-50k downloads daily ! FRANCE: top 10 overall = 12-15k downloads daily Source: Distimo
  45. most popular platforms Facebook Ads Twitter Ads Adsense Display AdMob Tapjoy Appsfire
  46. opportunities Hyper targeting with deeplinking.
  47. performance tracking tools ! MobileAppTracking TapStream Appsflyer
  48. soon: new itunes connect analytics
  49. User Activation
  50. 20% of your “users” will open your app only once Source: Localytics
  51. you should spend 50% of your work on the first 60 seconds on your app
  52. ! ! During the sign up flow, you have more attention from your users than you will ever again. Don’t make it as short as possible! Help them learn the product in a meaningful way. Onboarding goals:
  53. ! 1. Explain how your application works. 2. Motivate your users to get started. 3. Let your users know how to get help, if and when they need it. Onboarding goals:
  54. Resources Inspiration: UXArchive, Mobile Patterns, Pttrns, Android Niceties, Little Big Details ! AB testing tools: Leanplum, Apptimize
  55. activation = Aha moment
  56. have them experience asap the core value of your product Facebook: 10 friends (goal: 7 days) Twitter: following 30 people
  57. Fake it till you make it Reddit created fake users to generate fake activity: it made it easier for new users to understand what was Reddit for.
  58. Virality
  59. sharing = win-win incentive Uber: give $20 and get $20 Google Inbox: give exclusive invite and look cool
  60. integrate with existing networks 80% top grossing US apps use Facebook login. ! +26% increase in engagement Source:
  61. Tap in the address book Have people send SMS invitations to their friends containing the download link and experience conversion rates from 30 – 50%. Source:
  62. social media Twitter App Cards (Free)
  63. Smart App Banner social media
  64. adapt to your target Example: Rooms (by Facebook)
  65. Weird QR code invitation system
  66. wHY??
  67. “You can't share a URL on Instagram or Snapchat Chat, but you can share a photo. We knew the novelty of screenshoting would be our biggest hurdle but also saw once people learned it became our A+ feature.” ! Josh Miller (Product at FB)
  68. bring the experience to non-users Blab enables non-users to watch videos sent by users without downloading the app.
  69. bring the experience to non-users Tinder’s matchmaker enables non-users to be matched with other people by friends using the app.
  70. Personalization +25% bookings Tools: Yozio,
  71. track & optimize every metric ! sharing rate = senders / signups spread rate = recipients / sender click rate = clicks / recipient referral conversion rate = registrations / click viral coefficient over a period of time by channel
  72. retention: The biggest mobile challenge
  73. don’t fill a leaking bucket
  74. “retention is king” Read Jamie Quint’s great article:
  75. 65% of people stop using apps three months after install ! (Appboy)
  76. (Flurry)
  77. understand your users 1. Isolate the most active users 2. Analyse their data, talk to them and find patterns. 3. Analyse the lest active users and find patterns. 4. Encourage active behavior 5. Optimize
  78. understand your users Twitter: way better results when 1/3 of the people you follow get to follow you back. Secret: 90% of users that engage in a conversation come back within the week, often several times per day.
  79. external Engagement tactics 1. Push notifications 2. App updates 3. Badging 4. Emails
  80. Push notifications
  81. Timely + personal = win Tools: Parse Push, Appboy Push notifications
  82. Ask for authorization before pushing the pop up. Push notifications
  83. Push notifications examples
  84. Push notifications examples
  85. Push notifications examples
  86. Timely + personal = win People will love them and share them. again:
  87. why email is still key:
  88. App Updates Brand building
  89. build an engaging product
  90. gamification Foursquare Rivalry is a great motivating factor, which is why the best online businesses have learned to harness it. Collecting points, chasing people in rankings and contributing to common results keep users engaged.
  91. Create a habit Shopkick (in-store discounts) Problem: most people don’t go shopping every day. Solution: redesign the app for a daily use to create an habit. So they launched a feed of discounts on the app and they focused on content. It may not be the core value of the product, but it creates habit and more people then open the app in store.
  92. in a nutshell 1. build your product right 2. understand your users 3. optimize
  93. sources (and resources): (FR)
  94. Get the best articles and tools on mobile growth marketing:
  95. Thank you! If you need help or want to chat about your mobile growth strategy: ! @adrienm