The 2016 Mobile Growth Handbook

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Gain valuable insights into how some of the largest brands in the world have mastered mobile growth. To download the PDF: https://branch.app.link/TtBGiYdhcv

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The 2016 Mobile Growth Handbook

  1. A revolution is changing the rules of ecommerce. ARE YOU GETTING LEFT BEHIND? BETTER RESULTS FOR MOBILE ECOMMERCE Authors: Rishabh Gupta • Mada Seghete • Marketing@branch.io The 2016 Mobile Growth Handbook This book includes: - 45 tips, real-life hacks, and best practices from top mobile growth experts - Mobile Growth Chart with a list of metrics/analytics and tools available to measure them - Graphs, numbers, and data to help you understand the mobile app ecosystem - Links to the best blogs, sources, and community for Mobile Growth
  2. Growing an App is More and More Challenging Top 3 apps… Others 20% 2M Apps 2.2M Apps App Store PlayStore Big apps dominate traffic…. In a sea of apps…. And it’s getting worse….
  3. Native Mobile is Taking Over + Drives More Revenue Source: https://www.internetretailer.com/2014/08/13/jackthreads-proves-deep-linking-e-mail-apps-boosts-sales http://www.businessinsider.com/time-spent-mobile-browsing-vs-apps-2015-9 http://colehaan.com …Native app converts 1.5x desktop and 3x mobile web While desktop still converts 2x mobile web... http://colehaan.com 3.7 hours per day in app 20 mins per day on mobile web
  4. 2015 Holiday Shopping Season Recap from the IBM Watson Trend Hub Mobile is Only a Fraction of Growing Revenue
  5. - 2 Million+ apps on Google Play and Apple App store - Today, 50,000 apps are being launched every month - 80% of the time-spent is captured by 3 Apps (Facebook, Chrome, YouTube/ WhatsApp) Given the odds, mobile growth cannot be left to chance
  6. Acquisition Channels ASO PR / Social Media Paid Marketing Organic Growth Partnerships Content Marketing Referrals Mobile Website/Website Email Lists SEO Metrics/ Analytics App Store Analytics Campaign Measurement Install Attribution Event tracking Attribution Linked Cohorts Content Analytics Attribution Linked Cohorts User Analytics Email Analytics Keyword performance Activation Channels In App Notifications Push Email On-Boarding Tutorial UI/UX Personalization Community Engagement User Support Deep-Linking Retargeting Metrics/ Analytics User segmentation A/B Testing Activation Email Analytics Heat Maps Event Tracking Conversion funnels User Analytics Time to Resolve Deep-link Attribution & Analytics Campaign Measurement Retention Channels Push Drip Emails / Newsletters Personalization Lifecycle Marketing Cross-Platform Linkages Marketing Automation App Performance Retargeting Offers/ Discounts Deep-Linking Metrics/ Analytics A/B Testing Drip Campaign Analytics Event Tracking Funnels/ Cohorts Screen Flows Conversions Performance Analysis (Battery, space, speed etc.) Churn Segment LTVs Deep-link Attribution & Analytics Referral Channels Text Email Contact List Content Sharing Promo Codes Word of Mouth Blogs / Multimedia Content Widgets/Embeds Metrics/ Analytics Clicks and Conversions Invites sent & accepted Shares and Conversions Conversions Organic Growth Shares Clicks What’s Inside 1. 45 tips, real-life hacks and best practices from the top mobile growth experts across top apps 2. Mobile Growth Chart with a list of metrics/analytics and tools available to measure them. 3. Graphs, numbers, data to help you understand the mobile app ecosystem 4. Links to the best blogs, sources, and community for Mobile Growth. Complete Chart Inside
  7. We are a community of 16,000 of top mobile app developers and marketers (iOS and Android) curated by Branch. This global community is headquartered in Silicon Valley and spread across 40 cities around the world. We have an online community at mobilegrowth.org. If you are passionate about the mobile ecosystem or mobile growth, join the community. You can also attend a growth meet-up near you, check our our annual calendar here. Our Meet-ups are attended and hosted by top apps like etc. AirBnB, Pinterest, SoundCloud, Instagram, Medium, Flipboard, LinkedIn, Intuit, PayTM, SnapDeal etc. Who are the Mobile Growth Experts?
  8. Our mobile growth experts
  9. + more Our mobile growth experts
  10. Join our Online Community Attend a Global Meetup Follow us on Medium Join Mobile Growth Community
  11. Growth Framework: AARRR by Dave McClure ACQUISITION REFERRAL RETENTION ACTIVATION Note: We are leaving the 3rd R: Revenue, as this eBook’s scope is to discuss Mobile User Growth
  12. ACQUISITION “Most apps die within 6 months.” “It’s too hard. I’m going back to web.” --Anonymous mobile developer
  13. The Acquisition Tool Kit KEY PROBLEM a. Most tools promise to do everything, but best suited for few things. b. Interlinking data between tools is very difficult. The tools do not integrate well with each other. Channels ASO PR / Social Media Paid Marketing Organic Growth Partnerships Content Marketing Referrals Mobile Website/Website Email Lists SEO Metrics/ Analytics App Store Analytics Campaign Measurement Install Attribution Event tracking Attribution Linked Cohorts Content Analytics Attribution Linked Cohorts User Analytics Email Analytics Keyword performance Tools Google Analytics (Premium) / Mixpanel / In-House / Kochava ($$) SensorTower Mention Branch KISSMetrics Adjust Hubspot Branch Tune Mailchimp Moz AppAnnie HootSuite AppsFlyer Apsalar KISSMetrics Marketo Tune Amplitude Responsys DeepCrawl App Store Dashboard Keyhole Adjust Amplitude Tune Amplitude Adjust Appboy Marketo Kenshoo Google Play Dashboard Nanigans Tune Mixpanel AppsFlyer Kochava Answers SendGrid Marin
  14. "When we first started, we built hundreds of simple utility apps and all of them cross-promoted and advertised to download Dolphin. We built hundreds of utility apps. Once we reached 1M to 2M installs we went to other developers with massive installs to promote our app. We realized category to category user acquisition works; Games to games, utilities to utilities etc. Once we reached 10M+, we got into big partnerships with OEMs, mobile companies for preinstalls….” Edith Yeung, Dolphin Browser, Partner 500 Start-ups Mobile Collective TIP 1: Category Cross-Promotion
  15. ”Very often, developers launch iOS first or Android first as they develop apps for the other platform. We did one simple hack that worked really well. When we launched our Android app, instead of ‘iOS coming soon’ logo, we asked people to submit their emails as a waitlist for iOS app. We had thousands of emails by the time we launched our iOS app. We also used this list for our iOS Beta users and all of this at no extra cost – just replacing COMING SOON with JOIN THE WAITLIST turned out to be a goldmine.” TIP 2: Replace “Coming Soon” with “Join the Waitlist” Alex Jubien, Start-up coach and mobile strategy consultant
  16. "One of the things to leverage early on is – PR. We figured out which competitors were written about, and who were those reporters. We compiled a list of all these reporters. Then, we made a list of how interesting we were compared to competitors, and sent it to them. By doing that we got picked up for a lot of press during our launch.” Jean Luc David, Docler TIP 3: Get Early PR by Doing a Competitor Comparison
  17. "Hustle hard to get at least one coverage, and then leverage that to send to others and get more free press. Once you get one coverage, email back to all the relevant reporters with the link to that coverage. If one legitimate site covers you, many smaller will cover you automatically.” Tim Hsia, Workflow TIP 4: Create a Press Domino Effect
  18. "You need a minimum of five ratings for the rating of the latest version of the app to show up. Your cost of acquisition goes down when you have good ratings on your app. ‘How to get these ratings? Call your Aunt’. No, seriously call every friend or family member to make sure you start every version with at least five 5-star rating.” Ethan Appleby, Vango TIP 5: Get at Least 5 Reviews
  19. "The best way to get [your] app featured is, networking; both Apple and Google organize meet-ups where you can talk to representatives who can put you in touch with the right people. Going on LinkedIn and cold emailing people can work as well.” Zaid Al-Husseini, Gogobot TIP 6: Get Your App Featured
  20. "Building a working relationship with your category manager at the Apple and Google helps…They talk to us about their future plans and technologies and we try to build features into our products that map onto those, so we are more likely to be featured.” Billy Shipp, Yoshirt TIP 7: Use Latest Platform Features to Get ‘Featured’
  21. "If you start from zero you just have to hustle – get very creative and reach out to everyone you know. Figure out whether there is some sort of barter system you can engage in – you promote someone’s app and in turn they promote yours. Once you have a first user base, figure out what it is they love about your app and then take those experiences and make them even better.” Deema Tamimi, Flipboard TIP 8: Use Barter to Promote Your App
  22. 1 2 3 Example: App to App Barter Partner with adjacent businesses to drive mobile commerce YUMMLY + INSTACART Deep link to ingredients
  23. "If a problem exists and user exists, they already are talking about it somewhere. For Branch, we found deep-linking problems being discussed on Stack Overflow and Hacker-News. Also, if the right person hunts you on Product Hunt, and you get early vote-ups, you can get a lot of eyeballs and users. Find existing communities of your users and leverage those. When we built the Kindred app our community was moms – so we engaged them in mom forums and on mom blogs.” Mada Seghete, Branch TIP 9: Leverage Existing Communities like PH/HN
  24. "If your app isn't geo specific, you can launch your app in a smaller market, very often for American startups its Australia or New Zealand. You can test and beta release in that market. Apart from learning from a test market, you can still get Apple's support during US launch as they like to support during launch, and your US launch will be a with a more stable and better product.” Michael Dawson, Pocket Games TIP 10: Leverage Geo-Beta for Product Release
  25. "Videos work extremely well, the cost per install for static ads are $3.75 and it is down to $1.75 for video ads on FB/Instagram. Videos work.” Kat Kitay, Buzzfeed TIP 11: It is 2016: Use Video Ads "Search engines are a big part of discovery, along with ASO you still must consider SEO, for Grindr we don't have a web product, but we do have a landing page and we optimize it.” Quan Duong, Grindr TIP 12: Don’t Forget SEO for Apps
  26. 1 2 has app Example: SEO Tracks installs and increase conversion HOTELTONIGH T
  27. https://branch.io/attachment/case-studies/hoteltonight.pdf lift on install to purchase rate just by adding deep linking Example – SEO Tracks installs and increase conversion 18% HOTELTONIGH T
  28. "When we started out on mobile, we started web to mobile interstitials and they didn't perform too well. We had very high bounce rates. We relaunched them to come only during certain events that we identified as MOBILE MOMENTS - actions or events that are better on mobile than web. We found success, in fact our most successful interstitial was during the "listing" experience, driving 30% of our web to mobile installs. We must find these MOBILE MOMENTS while converting users from web to mobile.” Sash CatanZarite, Tradesy TIP 13: Define ‘Mobile Moments’ for Web to App
  29. 1 2 3 Example: Web to App Conversions Drive high quality installs and purchases from mobile web JET Deep link to same content in app
  30. "One of the main shifts we saw was - lets say you search the restaurant Gary Danko on Google on your mobile. First option for a mobile web banner prompting to download the Yelp app was ‘Download Yelp’ because mobile experience is better than web. Second option we tried was ‘Download Yelp’ because we have so much info on Gary Danko, X no. of reviews , Y no. of photo etc. That shift i.e. providing more context lead to much higher downloads.” Sep Norouzi, Yelp TIP 14: Provide Context to Drive Downloads
  31. "Incentivized installs, lots of people have used it and spend millions on it, but these users the worst and useless. You are just throwing money away. And incentivized installs are dying.” Philip La, Figure 1 TIP 15: Don’t Do Incentivized Installs "The advice is to not pay for Installs, but buy active users and not lose all the money. Unless you have metrics to define active users and measure conversions, don't buy." Edith Young, Dolphin Browser, Partner 500 Start-ups Mobile Collective
  32. Andy Carvell’s Mobile Growth Stack Revised: Link Andrew Chen on Mobile Retention: Link Rahul Vohra on App Virality: Link Localytics: 8 Mobile App Metrics that Matter: Link What User Retention Hides: Link Round up of Mobile Analytics Tools: Link Quora Discussion on best mobile tools: Link Quora Discussion between founders of Segment.io and mParticle: Link Resource: 8 Must-Read List on Mobile Growth
  33. Source: mParticle Resource: Round of App SDKs
  34. Resource: 2016 Mobile Growth Stack Acquisition Channels ASO PR / Social Media Paid Marketing Organic Growth Partnerships Content Marketing Referrals Mobile Website/Website Email Lists SEO Metrics/ Analytics App Store Analytics Campaign Measurement Install Attribution Event tracking Attribution Linked Cohorts Content Analytics Attribution Linked Cohorts User Analytics Email Analytics Keyword performance Activation Channels In App Notifications Push Email On-Boarding Tutorial UI/UX Personalization Community Engagement User Support Deep-Linking Retargeting Metrics/ Analytics User segmentation A/B Testing Activation Email Analytics Heat Maps Event Tracking Conversion funnels User Analytics Time to Resolve Deep-link Attribution & Analytics Campaign Measurement Retention Channels Push Drip Emails / Newsletters Personalization Lifecycle Marketing Cross-Platform Linkages Marketing Automation App Performance Retargeting Offers/ Discounts Deep-Linking Metrics/ Analytics A/B Testing Drip Campaign Analytics Event Tracking Funnels/ Cohorts Screen Flows Conversions Performance Analysis (Battery, space, speed etc.) Churn Segment LTVs Deep-link Attribution & Analytics Referral Channels Text Email Contact List Content Sharing Promo Codes Word of Mouth Blogs / Multimedia Content Widgets/Embeds Metrics/ Analytics Clicks and Conversions Invites sent & accepted Shares and Conversions Conversions Organic Growth Shares Clicks
  35. Download Want a PDF of this eBook?
  36. ACTIVATION “Installed my app, but not using it.” “I lose them at the sign-up.” --Anonymous mobile developer
  37. The Activation Tool Kit KEY PROBLEM a. Defining an “Activated User” for an app requires a lot of data analysis and studying user behavior Channels In App Notifications Push Email On-Boarding Tutorial UI/UX Personalization Community Engagement User Support Deep-Linking Retargeting Metrics/ Analytics User segmentation A/B Testing Activation Email Analytics Heat Maps Event Tracking Conversion funnels User Analytics Time to Resolve Deep-link Attribution & Analytics Campaign Measurement Tools Google Analytics (Premium) / Mixpanel / In-House / Kochava ($$) Amplitude Loacalytics Appboy Appcues Amplitude LeanPlum Amplitude Freshdesk Branch AdRoll Apptentative Mixpanel Mail clients Appsee Appboy Appsee Adjust HappyFox Tune AppAnnie Adjust Apptimize Localytics UXCam Tune Localytics Apsalar Zendesk Appsflyer Adjust Tune Appboy Mixpanel Appboy Apsalar Appboy Kochava Intercom.io Adjust Tune
  38. "Most services try to make the signup flow as painless as possible. That’s a terrible idea. You have more attention than you ever will have again from that user. So teach them what your product is really about – consider the onboard flow a ‘learn flow’. Slow down, it’s ok to explain your product. But don’t just tell your users how your product works, get them to engage with it right away.” TIP 16: Take Time With Onboarding Josh Elman, GreyLock Partners
  39. "I think attention span is a huge thing with mobile, if it takes a few seconds to load, people are on another app.” TIP 17: Work on App Performance Philip La, Figure 1 Metrics to track a. App crash rate: keep it below 2% and lower it as app matures. b. API latency: Approx. 1 second response time is a good standard to follow c. End to end application latency: Again, approx. 1 second response time is a good standard to follow
  40. "From my twitter days, we found a 30% increase in user conversion when we prefilled a username or Twitter handle for them.” TIP 18: Pre-fill User Data Justin Zhu, Iterable 30%+
  41. "We think about onboarding as part of a larger user journey and we try to have onboarding flow nicely from beginning, to after onboarding (we have callouts walk you through different features post preference screens), to what we refer to as your “first re-engagement”, we don’t immediately send a welcome email since you’re necessarily already on our app, and instead wait a few hours, so that we have a chance to get you to come back.” TIP 19: Think About User Journey as a Whole Ethan Smith, Yummly
  42. "Creating the right onboarding flow is incredibly important. If you don’t create the right first impression and give the user what he’s looking for he will close the app right away and never open it again. With deep links you can personalize the first app experience and give new users an individual welcome, automatically apply any promotional offers and bring them to the content they came for without any friction.” Mike Molinet, Branch TIP 20: Personalize Onboarding With Context
  43. "The onboarding experience early on is really critical. Don’t think of all your users in the same way, instead tailor their onboarding experience. Some users will know your product fairly well, others don’t know what to expect when they download your app. Maybe don’t ask these people right at front to give you all their information. Let them experience your product first. Branch Metrics for example gives you the possibility to contextualize the onboarding experience based on where the users come from.” Deema Tamimi, Flipboard TIP 21: Customize User Onboarding
  44. USED BY: Example: Existing User Information for Onboarding Engage new users with custom welcome 78% conversion to signup
  45. Example: Fun Onboarding First-touch UX Blackbox by Ryan McLeod // @warpling
  46. "We realized that users who have a ‘promo code’ are three times more likely to convert into paying users. As a consequence, we were giving out a promo code to every user who installed the app, so they could try out all the premium features and understand the value we were creating before we even asked them to pay.” Bayram Annakov, App in the Air TIP 22: Leverage Geo-Beta for Product Release Source: andrewchen.co 65% users leave you on day 1 and 95% by Day 7
  47. ” One of the things you overlook is that the app is in your users pocket or hands. That it’s a communication channel & you have an opportunity to talk to your users. Especially in the early days when 100 or 1000 users are using your app, you should allow for users to talk to you & vice versa. That’s your easiest way to build a community, its not going to happen on Twitter and Facebook, users are too lazy to switch channels. But when they are in the app, make it easy for them to talk to you. At the beginning, their community is YOU, bootstrap your community and as you grow expand your strategy. Talk to your users before they land in the app store with a bad review.” Robi Ganguly, Apptentive TIP 23: Talk to Users Within the App
  48. ”We wanted to increase sign-ups, and our theory was instead of asking people for email, password etc., we made a demo mode, where you can experience the app, immerse yourself in the experience and feel the product. We thought this would be really successful, but this killed conversion in a very bad way. We had graphs going southwards. We nixed that idea, we learnt from that, that users are okay giving some data and effort but want to use the app/product for real and see real value.” Lindsay Rothman, Freshbooks TIP 24: Don’t Build a Generic demo Mode
  49. Resource: Mobile Trends 2016 • 2.5 Billion smartphone users, grew 21% in 2015; China, India and USA are top 3 markets. • Users spend 4-5 hours spent on mobile; 80% of time spent within 3 apps. • Average user uses ~12 apps per day and ~33 apps in a month. • 1 Billion+ android phones, 230 million iPhones. iOS users spend 7X more than android on respective stores. • Mobile Advertising is in its early days; only 12% of total ad spends goes to mobile, while 25% of user time is spent on mobile. It is expected to be a $100 billion market in the next 5 years. • Messenger apps are massive with Whatsapp (1B+), Facebook messenger (800M+), & WeChat (~700M) being the biggest platforms. • Mobile Drives 35% of all eCommerce Transactions. • Mobile Deep Linking doubles user retention over 30 days. Source: Mary Meeker Internet Report 2016, Branch Blogs, Criteo State of Mobile Commerce Report, Mobile Marketing Magazine
  50. Mobile Marketing Statistics 2016: Link Greylock Partners: Mobile Growth Stack: Link The Growth Story of Musical.ly: Link Mobile Growth Meet-up videos from Silicon Valley & beyond: Link 16 Metrics that matter for Mobile Product Managers: Link The Metrics a16z looks at for M-commerce: Link Mobile Cheat Sheet for Internet Report 2016: Link The 10 point ASO check-list: Link Resource: 8 More ‘Must-Reads’ on Mobile Growth
  51. Want a PDF of this eBook? Download
  52. RETENTION “After 3 months, I lose all my users.” “Why are they not coming back?” --Anonymous mobile developer
  53. Retention is the Foundation of Mobile Growth Source: andrewchen.co Source: Appsflyer Compounding effect of Retention is massive a. Increasing retention from 5% to 20%, we can see user growth jump by 10X b. If we manage retention of 60% (up from 5%), users grow by 350X
  54. The Retention Tool Kit KEY PROBLEM: Most apps and developers under-invest in retention and engagement. Channels Push Drip Emails / Newsletters Personalization Lifecycle Marketing Cross-Platform Linkages Marketing Automation App Performance Retargeting Offers/ Discounts Deep-Linking Metrics/ Analytics A/B Testing Drip Campaign Analytics Event Tracking Funnels / Cohorts Screen Flows Conversions Performance Analysis (Battery, space, speed etc.) Churn Segment LTVs Deep-link Attribution & Analytics Tools Google Analytics (Premium) / Mixpanel / In-House / Kochava ($$) Optimizely Marketo Amplitude Amplitude Appcues Kahuna Crashlytics AdRoll Amplitude Branch Apptimize Branch Email Journeys Appsee Adjust Localytics MoEngage Pulse Tapad Localytics Appboy Responsys CleverTap Tune Amplitude Apptentative Apteligent TapCommerce Apsalar Localytics MailChimp LeanPlum Amplitude UXcam Appboy New Relic Tapjoy
  55. "The importance of first 3 days cannot be overstated, apps win/lose the user retention battle at this stage. We have gone through tons of mobile growth charts, and time and again the trend to notice is difference between a successful and not a successful app comes down to the first 3 days of the app usage.” TIP 25: First 3 Days Retention is the Key Everyone loses 4-5%.Difference b/w top apps & others Source: andrewchen.co After the first 3 days, the top Apps and the others follow the same trajectory. But the first 3 days of higher retention, leads to 131x growthMike Molinet, Branch
  56. ”Retention is a big number for us and monitor our retention curve very closely, after launching several apps, we found push notifications to be very effective and first week after install is really key in educating users about your product. Experimenting with handwritten notifications…as a content company we have something new to talk about everyday.” Kat Kitay, Buzzfeed TIP 26: Educate Users About Your Product Week 1
  57. ”Don’t aggressively acquire users if you can’t retain them. You are also potentially burning some of the most enthusiastic people about your product. Someone sees your ad and thinks that’s the product they have been waiting for, downloads it and it’s not the experience they have been looking for…and then they just leave. The chance that they come back is slim to none.” Vanessa Larco, Box TIP 27: Always Prioritize Retention Over Acquisition
  58. “Email is great, just reminding customer what Jet.com stocks, or it is football season, works really well and gets them back. Email is our best engagement channel so far.” Lauren Picasso, Jet.com TIP 28: Emails Really Work "Our best engagement channel is emails…every email is personalized. Yummly is basically like Pandora or Netflix but for food. Taking through an extensive set-up, we have a lot of information, we send them personalized email. That's our biggest driver of retention." Brian Witlin, Yummly
  59. USED BY: Example – Email to App 65% sessions from email when deep linking to app vs. sending to mobile web Make app email marketing seamless
  60. ”If your are not an ecommerce company which makes money on each conversion, its difficult to justify costs of expensive tools. One of the easiest ways to A/B test is to use your Email MVP, we use sendwithus, a service that is really great. This helps us to split-test emails, and a lot of learning we learn from here we apply to the product...We tested a weekly digest with playlists based on their on-site listening habits, this weekly digest did 70% better than our previous newsletters. This eventually led us to launch a feed in our 3.0 version, which was super successful.” Andrea Slobodien, 8Tracks TIP 29: Emails Can be Used as an MVP Tool
  61. ”The single most important thing for games early on is the quality of users & building a density of quality users. After getting to a critical mass you can start to focus on the drivers of virality and the target audiences.” Josh Lu, Zynga TIP 30: Get Quality Users, it Matters
  62. ”We make every single notification personal, so they are either about content you posted or it is recommended content based on the stuff you posted on Pinterest. Be careful with general notifications that you send out to thousands of users and make sure every notification is personal, based on the data you have about your users. We treat every notification as an experiment and measure whether they increase the retention of our users or just waste their attention.” Casey Winters, Pinterest TIP 31: Personalize Push Notifications
  63. ”Email and push are the best engagement channels. Don’t overuse push notifications, but also don’t be afraid to use it, most users love it, some don’t and they will turn it off.” April Alexander, Redfin TIP 32: Don’t be Afraid to Use Push
  64. ”When I was at Shopkick, we were a retail rewards app. Geo- fenced notifications were a huge help in reminding users to open the app when they were near the store. It improved our metrics by double digits once we launched them. It took us time to fix GPS inaccuracies and battery performance, but it was worth it.” John Egan, Pinterest TIP 33: Using Geo-Fenced Notifications
  65. ”We switched CDN providers, and the benefit was reduced response time and this improved user experience, we saw a lift in both retention and engagement.” Quan Duong, Grindr TIP 34: App Performance Matters
  66. ”Users have to get addicted to your app – not to the entire experience but to something in your app. Some feature, something to hook on to that they do over and over again. When you don’t take away every single barrier that lets them exactly do that, you will end up chasing the next feature that is going to create growth – and that never works. Having tons of features usually doesn’t create growth.” Andrew Fernandez, Rent the Runway TIP 35: Users Get Hooked on to Features, Not Apps
  67. ”Balancing A/B testing with resources / time constraints, there are so many ways to make A/B tests manageable. First of all, learn to validate ideas more quickly. Live tests are just one means of validation. You can also test types of content, types of personalization, and even layouts, through email or push, user interviews, or by digging into past data around similar features you may have built. None of these require dev time. I also like to spend a lot of time looking through random metrics just to see if any gems jump out at me. SQL is really fast to learn and you get a lot of bang for buck.” Andrea Slobodien, 8Tracks TIP 36: Keep A/B Testing Simple and Fast
  68. “We are not looking at cost per install, but cost per booking , and we look at users who move the needle on our key metrics.” Audrey Tsang, Hotel Tonight TIP 37: Define Engagement Metrics "Metrics, we have quite a few but on the listener side we have “listening time” as a key metric – it is a compound metric that helps interpret (a) the quality of content on the platform and (b) relevance to the user (related to discovery) and (c) engagement. We arrived at it after countless debates." Sridhar Ravichandran, SoundCloud
  69. Resource: Growth Modeling Template 0 100000 200000 300000 400000 500000 600000 700000 800000 900000 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 Growth Chart 0 10,000 20,000 30,000 40,000 50,000 60,000 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 Growth Chart <50,000 weekly users (@10%) ~ 1M+ weekly users (@40%) Download the growth modeling excel a. Run your own growth modeling experiments b. Understand what metrics will contribute the biggest delta. DOWNLOAD NOW What happens in 6 months, if you increase retention from 10% to 40%
  70. Download Want a PDF of this eBook?
  71. REFERRAL “If they ain’t talking, you ain’t growing.” “How do you I make my app viral?” --Anonymous mobile developer
  72. App Virality User A engages in app User A shares app User B clicks on link User B downloads app User B engages in app User B shares app Double viral loop 1 2 3 4 5
  73. The Retention Tool Kit KEY PROBLEM: A lot of referral events happen outside your app, making measurement difficult Channels Text Email Contact List Content Sharing Promo Codes Word of Mouth Blogs / Multimedia Content Widgets/Embeds Metrics/ Analytics Clicks and Conversions Invites sent & accepted Shares and Conversions Conversions Organic Growth Shares Clicks Tools Google Analytics (Premium) / Mixpanel / In-House / Kochava ($$) Twilio MailChimp SumoMe Branch DeepLinks Existing Tools HootSuite In-house Branch DeepLinks SendGrid Social Networks Plugins Referral Saasquatch Topsy NexMo SendWithUs Branch Content Sharing Extole Mentions Salesforce Marketing Cloud Branch Email Journey Twitter Kit (Fabric) Friendbuy Nanigans
  74. "Most companies get caught up in what I call ‘infectious virality’ – the kind of virality where you encourage your users to bring their friends so the experience is better for both. But there’s two other types of virality that let your core users be your evangelists: 1. ‘Word-of-Mouth Virality’ – having your users describe their great experience to their friends. Be careful which words you use in the product or when talking to the press because these words will impact how your users will describe it. 2. ‘Demonstration Virality’ – having your core users share content from your product. These shares only happen if they are authentic and naturally happen in your product.” TIP 38: Different Types of Virality Josh Elman, GreyLock Partners
  75. k = p*i*c1*c2 Where, p: percentage of users inviting others [How many users love your app enough to evangelize] i: no. of invites sent by each sharing user [Proxy for ‘How much they love your product’] c1: % of people who click on that link [Measures effectiveness of your marketing message; hint: A/B test] c2: % of people who convert on that link [Effectiveness of your landing page; hint: always use Deep-links] Resource: Measuring K-factor (detailed) NOTE: One should multiply referred users with retention quotient to understand long term growth
  76. “Content that users share out, deep-linked to our app, is the best way to refer users in.” TIP 39: Content Sharing is a Driver of Virality "More than an Invite button, you gotta figure out the native ways users are sharing. Conversion from image sharing by users, is much much more popular than the invite button. If you can find any of those natural things people want to share and discuss things, than that’s the best way to create referrals for your app.” Philip La, Figure 1 Kat Kitay, Buzzfeed
  77. "It’s not only about sharing your app but more about letting users share what content they like or have created inside the app. At Flipboard this could be an interesting article they read or a magazine they have created. Think about their motivations and tie it back to what makes your product unique. This is where Branch can be really powerful by letting users share contextual links to one specific piece of content they like inside your app.” Deema Tamimi, Flipboard TIP 40: Give Users Something They Love to Share
  78. "Text messages have the highest conversion rate. While the volume of shares on Facebook is higher, the eventual conversion of a text invitation to install the app is much higher.” Bayram Annakov, App in the Air TIP 41: Text Messages Work Better Than FB Shares Use Deep Linking and Deep Views to maximize conversions from text
  79. "Growing through inviting/sharing, means we know who invited the new user. If we personalize their landing pages and in-app onboarding, we can maximize conversions.” Mada Seghete, Branch TIP 42: Give Users Something They Love to Share
  80. TIP 43: Create Shareable Content Outside Your App Create a YouTube channel with UGC Creating shareable blog content Creating shareable video content Create Things People Love to Share
  81. TIP 44: Create Viral Loops "A lot of our growth is driven by our organic viral loops via creators as well as listener/discovery based virality, so the channels that drive growth are the same as where creators and listeners hang out, which is basically everywhere on the internet (FB/Twitter/Embeds/SEO/Tumblr etc.). The variations between the channels are quite drastic when an influential creator drops a track that goes viral, which leads to interesting effects on acquisition/retention and others, but largely speaking it is a game of optimizing for conversion and reducing friction across all the channels that refer back to SC debates." Sridhar Ravichandran, SoundCloud
  82. TIP 45: Referral Best Practices Mada Seghete, Branch It’s better to get something than a discount on something. Give an Incentive If you can only reward one, reward the new user. Two-sided are Best Make it incredibly easy for users to share. One-step Sharing is Easiest People share when it makes them look good. Appeal to Ego Strong emotions like anger can drive a lot more clicks than happy emotions. Negative emotions only drive clicks, not shares. Use Emotion
  83. Resource: Referral Modeling Template <30,000 weekly users (@2 friends) ~ 6M+ weekly users (@8 friends) Download the growth modeling excel a. Run your own referral based growth modeling b. Understand what metrics will contribute the biggest delta. DOWNLOAD NOW What happens in 6 months, if each user invites 8 instead of 2 friends 0 1000000 2000000 3000000 4000000 5000000 6000000 7000000 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 Growth Chart 0 5000 10000 15000 20000 25000 30000 35000 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 Growth Chart
  84. Resource: 2016 Mobile Growth Stack Acquisition Channels ASO PR / Social Media Paid Marketing Organic Growth Partnerships Content Marketing Referrals Mobile Website/Website Email Lists SEO Metrics/ Analytics App Store Analytics Campaign Measurement Install Attribution Event tracking Attribution Linked Cohorts Content Analytics Attribution Linked Cohorts User Analytics Email Analytics Keyword performance Activation Channels In App Notifications Push Email On-Boarding Tutorial UI/UX Personalization Community Engagement User Support Deep- Linking Retargeting Metrics/ Analytics User segmentation A/B Testing Activation Email Analytics Heat Maps Event Tracking Conversion funnels User Analytics Time to Resolve Deep-link Attribution & Analytics Campaign Measurement Retention Channels Push Drip Emails / Newsletters Personalization Lifecycle Marketing Cross-Platform Linkages Marketing Automation App Performance Retargeting Offers/ Discounts Deep-Linking Metrics/ Analytics A/B Testing Drip Campaign Analytics Event Tracking Funnels/ Cohorts Screen Flows Conversions Performance Analysis (Battery, space, speed etc.) Churn Segment LTVs Deep-link Attribution & Analytics Referral Channels Text Email Contact List Content Sharing Promo Codes Word of Mouth Blogs / Multimedia Content Widgets/Embeds Metrics/ Analytics Clicks and Conversions Invites sent & accepted Shares and Conversions Conversions Organic Growth Shares Clicks
  85. Want a PDF of this eBook? Download
  86. A revolution is changing the rules of ecommerce. ARE YOU GETTING LEFT BEHIND? BETTER RESULTS FOR MOBILE ECOMMERCE Rishab Gupta • Mada Seghete • Marketing@branch.io The 2016 Mobile Growth Handbook Thank you!

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