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Growth hacking des apps mobiles - au Web2Connect #W2C15

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Slides de mon intervention sur le Growth Hacking des apps au Web2Connect, avec également des sources d'inspirations pour les webmarketeurs.

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Growth hacking des apps mobiles - au Web2Connect #W2C15

  1. 1. Growth Hacking For Apps #W2C15
  2. 2. @AlexJubien Mobile Strategist ThinkMobile.fr Pioneer of mobile 12 years ago Apps & Mobile Startups expert Previously Head of Mobile at Viadeo Previously Head of Mobile at Deezer
  3. 3. The Startup of your App
  4. 4. Exponential Growth Revenue / users Start Up Time
  5. 5. Goals Revenue / users Growth Time Product / Market fit
  6. 6. Methodologies Customer Development Growth Hacking Revenue / users Time
  7. 7. & PSYCHOLOGY Growth Hacking?
  8. 8. Growth Hacking - Theory • « Growth Hacker is the new VP Marketing » on AndrewChen.co • Growth Hacking culture - Slides • Lean Marketing for Startups - Slides • GrowthHackers.com
  9. 9. Growth Hacking - Tools & Tactics • The ultimate growth hacking sourcebook • 29 B2B Growth Hacks - The ultimate list GrowthTools.io
  10. 10. Famous growth hacks PRs, SEO, and Viral Loops
  11. 11. Rallying cry AAR R R III...
  12. 12. AARRR ACQUISITION ACTIVATION RETENTION REVENUE REFERRAL Startup Metrics For Pirates
  13. 13. AARRR ACQUISITION ACTIVATION RETENTION REVENUE REFERRAL How do users find us? Do users have a great 1st experience? Do users come back? How do we make money? Do users tell others?
  14. 14. ACQUISITION ACTIVATION RETENTION REVENUE Love Growth Money REFERRAL Without Love, There’s No Hope
  15. 15. Growth: Spread The Love • Acquisition is not (just) about buying users! • Organic: Spend 0, Get Some • Paid: Spend 1, Get 1 • Growth hacked: Spend 1, Get Many!
  16. 16. Hack Your Existing Marketing Channels 1
  17. 17. The Issue A click on a link opens mobile site instead of app that is installed ☹
  18. 18. Deep Linking: The Solution • Retention: Links opens app directly to a specific section or content (app re-openings) • Acquisition: If app is not installed, link leads to proper app store (app installs) Deep Linking at App Promotion Summit
  19. 19. Deep Linking = Your Everything2App
  20. 20. Display Retargeting Your appOther app
  21. 21. Web2App - GMaps
  22. 22. Mail2App - Linkedin
  23. 23. Landscape APPURL URX Article on Apptamin’s blog
  24. 24. App Landing Pages
  25. 25. A Landing Page For Your App
  26. 26. Why is that so important? • SEO • Ideally, the link that is shared by users (rather than app store links) • PRs and content marketing • Video, offer, AB testing…
  27. 27. 2 Hack Expectation
  28. 28.  Coming Soon • Collect leads / email addresses • You’ll email them at launch
  29. 29. People Want What They Can’t Have Scarce access and curiosity can make it viral Invite people for earlier access Invite only! Elements of a viral launch page
  30. 30. But • App stores pages that describe app • Landing page that describe app • Similar to having ONLY a description of your website’s homepage online - Is that all?
  31. 31. 3 Hack SEO With App Content
  32. 32. My Little App (by My Little Paris)
  33. 33. My Little App Classic app details Carousel of in-app content!
  34. 34. Content Landing Pages
  35. 35. Deezer / Spotify Artists, albums, playlists, tracks, …
  36. 36. Deezer Content landing page App
  37. 37. Airbnb Site with ‘Smart App Banner Proxy’ App
  38. 38. Slideshare Search App If app not installed
  39. 39. Google App Indexing Search in-app contents! #SMXParis: 2015 est l’année de l’App Indexing
  40. 40. ASO
  41. 41. ASO Basics: Key Factors • App Name • Icon • Average Ratings The Ultimate 2015 App Store Optimisation Cheat Sheet
  42. 42. Include Keywords In App Name
  43. 43. Include Keywords In App Name 2nd result on ‘Save videos’
  44. 44. • Choose content carefully • First 2 ones are very important (search result) • Add marketing messages • Create effective app screenshots Screenshots
  45. 45. 4 Hack ASO
  46. 46. • Create a mobile web landing page that looks like the app store page • A/B Test app name, icon, description, screenshots, video preview, price… Appstore Proxy A B
  47. 47. Appstore Proxy / Tools A B • Create a mobile web landing page that looks like the app store page • A/B Test app name, icon, description, screenshots, video preview, price…
  48. 48. Hack Ratings & Reviews 5
  49. 49. Stop Begging For Ratings & Reviews
  50. 50. The right way to ask users to review your app ASO: Hack Ratings
  51. 51. The right way to ask users to review your app ASO: Hack Ratings
  52. 52. ASO: Hack Ratings • Encourage high ratings and avoid negative reviews • Gather feedback and product suggestions • Turn dissatisfied users into happy users (+good reviews)
  53. 53. LeKiosk use case !!!
  54. 54. And on the web? How to Reduce Churn by 50% and Increase Customer Happiness with NPS Processes
  55. 55. 6 Hack Virality
  56. 56. Virality Is All About Word Of Mouth • Hard to generate artificially • Sharing on social networks = digital version of WoM • Mutual benefit for sharer and viewer • How psychology behind WoM works
  57. 57. Download  Deezer Launch  App Social2App App Store App acquisition retention
  58. 58. Viral Loop App Store App acquisition retention Get your users advertising for you
  59. 59. Ease Content Sharing Deep into the product Deezer Meetup
  60. 60. Ease App Sharing • Google ‘App Invites’ make recommending cool iOS and Android apps more personal - link • Don’t forget email and SMS! • Facebook app invites - link
  61. 61. 7 Hack Referral
  62. 62. • Symmetric bonuses - « Give 10£, Get 10£ » • Streamline and optimize the whole flow • Choose the right moment to push it Referral Program Slides - Optimize your referral flow
  63. 63. Make it personal!
  64. 64. Mix It All Together - Case Of Consult (app for healthcare professionals)
  65. 65. ASO
  66. 66. Ease Content Sharing
  67. 67. Native Prompts
  68. 68. Collect Feedback
  69. 69. Ratings
  70. 70. And Sharings! 25% 75%
  71. 71. So, did you like this talk? Feedback (just send me an email) Share (useful for others!) Could be better… Definitely!
  72. 72. ThinkMobile Newsletter (Mobile, Innovation, Startups) ajubien @AlexJubien Alex Jubien Mobile Strategist ThinkMobile.fr

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