Turn Your Mobile App into a Growth Engine with Branch Links
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This document discusses how to turn a mobile app into a growth engine through user acquisition and activation. It recommends measuring the source of downloads, optimizing the onboarding experience, making sharing align with the product, and iterating. Specific tactics include using Branch links for personalized onboarding, generating deep links for contextual sharing in messages, and designing natural sharing flows within apps to increase the viral "k-factor". The goal is to activate users and influence more downloads after they install the app.
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Turn Your Mobile App into a Growth Engine with Branch Links
- 1. Turn your app into a mobile growth engine Alex Austin
- 6. ? Units 93
- 7. 50,000
- 8. your work begins at launch
- 9. your mobile app is a growth engine
- 10. your mobile app is a growth engine
- 15. tools
- 18. Thanks for joining Austin on TwoDots! Get started with some extra free Moves & Bombs on us! Branch link created that stores meta-data from Yummly shopping cart
- 19. Share & Get Free Moves! Call it Quits! Your friend, Evan, joined TwoDots. Thanks for sharing the game - here’s free Moves & Bombs! Start playing with him now! Branch link completed, user brought to items from Yummly recipe upon first opening Instacart
- 20. don’t force it
- 23. email 8tracks
- 24. #
- 33. Personalized Onboarding Using Branch Links
- 36. Choose a channel to share recipe Deep link is generated for message
- 37. Link takes user to app store directly Upon first open, user is brought to recipe
- 41. Invite a friend to skip the line
- 42. simple k-factor
- 46. = k-factor%%% xx activation share influenced download
- 47. summary
- 48. 1. measure the download source 2. optimize the welcome 3. make sharing align with the product 4. iterate
Editor's Notes
- So you have an app idea
- You spend 6 months polishing it up
- You imagine people are just lining up out the door to download and try it
- And you launch
- 93 downloads. Where is everyone?
- 50k new apps hit the app store every month, so standing out is hard
- The real work begins at launch
- Your mobile app
- Is your growth engine
- Mention engagement – emphasis on growth. look elsewhere
- How do you grow a mobile app It’s not just downloads, but also making sure those downloads convers and come back
- How do you grow a mobile app It’s not just downloads, but also making sure those downloads convers and come back
- How do you grow a mobile app It’s not just downloads, but also making sure those downloads convers and come back
- The first step of the process is to properly map out the various channels of awareness that drive downloads
- When browsing the ingredients for your favorite recipe in Yummly, you can single click to add the ingredients to your Instacart app
- After downloading Instacart, the cart is automatically populated from the recipe list and Instacart can see a new download from the Yummly channel
- don’t force it – mobile affiliate only works well when it’s natural
- personal example - print button in photo apps. great idea in theory
- poor practice - saw less than 0.001% purchase conversion per month on a many millions MAU of photo app people aren’t thinking print, when they are taking photos
- Used a single Branch link for the download button of both apps Now can measure the effectiveness of different messaging in email campaigns to drive downloads
- The user has actually given you a fraction of their time and you’re going to make them choose which app to get?
- Don’t do this.
- So you’ve got the new download, how to do convert them into a real, activated user
- user shares deep link
- deep linked to content as first screen
- You can’t just add sharing to check the box
- Sharing should feel like a natural part of the app. Just adding sharing for sharing’s sake, there’s no reason to expect more than 1% growth from the feature.
- An invite-only dating app, with the feeling of exclusivity. A waitlist was a natural feature to add
- Or leverage the exclusivity to drive more viral invites
- k factor can be a great metric for the effectiveness of the holistic system
- The first easy measurement to make is conversion from install to activate
- Conversion from activated users to share content
- Conversion from share to influenced download
- k factor can be a great metric for the effectiveness of the holistic system
- k factor can be a great metric for the effectiveness of the holistic system