1.
Growth Hacking
For Apps
#APSLondon

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.
The Startup of
your App

4.
Exponential Growth
Revenue
/ users
Start
Up Time

5.
Goals
Product /
Market fit
Growth
Revenue
/ users
Time

6.
Methodologies
Customer
Development
Growth
Hacking
Revenue
/ users
Time

7.
& PSYCHOLOGY
Growth Hacking?

8.
Growth Hacking - Resources
• « Growth Hacker is the new VP
Marketing » on AndrewChen.co
• Growth Hacking culture - Slides
• Lean Marketing for Startups - Slides
• GrowthHackers.com

9.
Rallying cry
AAR R R III...

10.
AARRR
ACQUISITION
ACTIVATION
RETENTION
REVENUE
REFERRAL
Startup Metrics For Pirates

11.
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?

12.
ACQUISITION
ACTIVATION
RETENTION
REVENUE
Love
Growth
Money
REFERRAL
Without Love, There’s No Hope

13.
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!

14.
Hack Your Existing
Marketing Channels
1

15.
The Issue
A click on a link opens mobile site instead of
app that is installed ☹

16.
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

17.
Deep Linking = Your Everything2App

18.
Display Retargeting
Your appOther app

19.
Web2App - GMaps

20.
Mail2App - Linkedin

21.
Landscape
APPURL URX
Article on Apptamin’s blog

22.
App Landing Pages

23.
A Landing Page For Your App

24.
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…

25.
2
Hack Expectation

26.
 Coming Soon
• Collect leads / email addresses
• You’ll email them at launch

27.
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

28.
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?

29.
3
Hack SEO With
App Content

30.
My Little App
(by My Little Paris)

31.
My Little App
Classic app
details
Carousel of
in-app content!

32.
Content Landing
Pages

33.
Deezer / Spotify
Artists, albums,
playlists, tracks, …

34.
Deezer
Content landing page App

35.
Airbnb
Site with ‘Smart App Banner Proxy’ App

36.
Slideshare
Search App
If app not installed

37.
Google App Indexing
Search in-app contents!

38.
ASO

39.
ASO Basics: Key Factors
• App Name
• Icon
• Average Ratings

40.
Include Keywords In App Name

41.
Include Keywords In App Name
2nd result on ‘Save videos’

42.
• Choose content carefully
• First 2 ones are very important
(search result)
• Add marketing messages
• Create effective app screenshots
Screenshots

43.
4
Hack ASO

44.
• 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

45.
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…

46.
Hack Ratings
& Reviews
5

47.
Stop Begging
For Ratings & Reviews

48.
The right way to ask users to review your app
ASO: Hack Ratings

49.
The right way to ask users to review your app
ASO: Hack Ratings

50.
ASO: Hack Ratings
• Encourage high ratings and avoid negative reviews
• Gather feedback and product suggestions
• Turn dissatisfied users into happy users
(+good reviews)

51.
LeKiosk use case
!!!

52.
6
Hack Virality

53.
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

54.
Download
Deezer
Launch
App
Social2App
App Store
App
acquisition
retention

55.
Viral Loop
App Store
App
acquisition
retention
Get your users advertising for you

56.
Ease Content Sharing
Deep into the product
Deezer Meetup

57.
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

58.
7
Hack Referral

59.
• 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

60.
Make it personal!

61.
Mix It All Together
-
Case Of Consult
(app for healthcare professionals)

62.
ASO

63.
Ease Content Sharing

64.
Native Prompts

65.
Collect Feedback

66.
Ratings

67.
And Sharings!
25% 75%

68.
So, are these slides
useful to you?
Could be better…
Feedback
(just send me an email)
Share
(useful for others!)
Definitely!

69.
You might also like:
http://fr.slideshare.net/AlexandreJubien/mobile-­‐revolution-­‐44980072
#MobileRevolution
http://fr.slideshare.net/AlexandreJubien/mobile-­‐product-­‐build-­‐great-­‐apps-­‐producttank-­‐paris-­‐17

70.
ThinkMobile Newsletter
(Mobile, Innovation, Startups)
ajubien @AlexJubien
Alex Jubien
Mobile Strategist
ThinkMobile.fr