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Approaching Mobile Growth Holistically by Andy Carvell, Soundcloud

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Growth Tribe has invited Andy Carvell who is leading the User Retention team at SoundCloud as part of the growth organisation, to present his holistic approach to mobile growth and how he applied his Mobile Growth Stack framework at SoundCloud.

Livestream video: https://www.youtube.com/watch?v=KJiUcSPJyGY
Twitter: https://twitter.com/andy_carvell
Growth Tribe: http://growthtribe.io/

Published in: Marketing

Approaching Mobile Growth Holistically by Andy Carvell, Soundcloud

  1. 1. Approaching Growth Holistically Andy Carvell soundcloud.com/acarvell @andy_carvell
  2. 2. Designed and built for Creators Tools to engage with their Audiences For everyone Everywhere
  3. 3. MOBILE GROWTH STACK Acquisition Engagement & Retention Monetization Analytics Cross-Sell App Store Optimisation Press / PR / Blogs / Social Paid Channels (Ad Networks, SMS, Search, FB +Twitter) Partnerships (inc. carriers, OEMS & 3rd party stores) VIRAL (invites, shares/ integrations) Onboarding Flow (tutorial, welcome emails, NUX) PUSH / Email / SMS / in-app alerts (mobile CRM) Deep-Linking Re-Activation Campaigns IAP, Paid Apps, Ad-Supported, Subscriptions, Virtual Goods Relevant Payment Methods - e.g. Carrier Billing, PayPal, Offer Walls, Credit Card Processing Conversion Optimisation I n t e r n a t i o n a l Virtual Currency Dynamic Pricing Install Attribution In-App Events Campaign Measurement Screen Flows Conversion Funnels User Testing User / Device Demographics Cohort Analysis Bug Tracking A/B Testing HeatMaps App Store Analytics Sentiment Tracking Keyword Performance CPU/Battery /Network Performance Analysis LTV Modeling Andy Carvell/SoundCloud @andy_carvell R e t a r g e t i n g Community Mobile growth stack v2.1 @andy_carvell
  4. 4. ANALYTICS Analytics Install Attribution In-App Events Campaign Measurement Screen Flows Conversion Funnels User Testing User / Device Demographics Cohort Analysis Bug Tracking A/B Testing HeatMaps App Store Analytics Sentiment Tracking Keyword Performance CPU/Battery /Network Performance Analysis LTV Modeling
  5. 5. ANALYTICS
  6. 6. ACQUISITION Acquisition Cross-Sell App Store Optimisation Press / PR / Blogs / Social Paid Channels (Ad Networks, SMS, Search, FB +Twitter) Partnerships (inc. carriers, OEMS & 3rd party stores) VIRAL (invites, shares/ integrations) I n t e r n a t i o n a l R e t a r g e t i n g
  7. 7. A/B TESTING OF APP STORE ASSETS
  8. 8. CROSS-PROMOTION
  9. 9. INTEGRATIONS TO DRIVE VIRALITY
  10. 10. CARRIER + OEM PARTNERSHIPS
  11. 11. ENGAGEMENT & RETENTION Engagement & Retention Onboarding Flow (tutorial, welcome emails, NUX) PUSH / Email / SMS / in-app alerts (mobile CRM) Deep-Linking Re-Activation Campaigns I n t e r n a t i o n a l R e t a r g e t i n g Community
  12. 12. ONBOARDING Targeted drip-campaign, delivered as an in-app interstitial, to increase week1 retention by driving ‘like’ action.
  13. 13. ONBOARDING…
  14. 14. TRANSACTIONAL NOTIFICATIONS Likes Reposts Tracks Follows Notifications Service Push Email Native
  15. 15. LifeCycle Comms
  16. 16. MONETISATION Monetization IAP, Paid Apps, Ad-Supported, Subscriptions, Virtual Goods Relevant Payment Methods - e.g. Carrier Billing, PayPal, Offer Walls, Credit Card Processing Conversion Optimisation I n t e r n a t i o n a l Virtual Currency Dynamic Pricing R e t a r g e t i n g
  17. 17. MONETISATION
  18. 18. RETARGETING Targeted visitors to the pro page who hadn’t upgraded their plan. Drove additional subscriptions at ROI-positive prices. Scaled channels that worked: Twitter and Google Display Network.
  19. 19. Q & A
  20. 20. Andy Carvell soundcloud.com/acarvell @andy_carvell Thanks!

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