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How to grow your mobile app user base by Adrien Montcoudiol, The Growth Bakery

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Growth Tribe has invited Adrien Montcoudiol who is a Mobile & B2C User Acquisition Expert and Co-founder of The Growth Bakery a San Francisco and Paris based marketing agency for startups, to present how to grow your mobile app users base.

Livestream video: https://www.youtube.com/watch?v=GLqGFPrYwe0
Twitter: https://twitter.com/adrienm
Growth Tribe: http://growthtribe.io/

Published in: Marketing

How to grow your mobile app user base by Adrien Montcoudiol, The Growth Bakery

  1. 1. HOW TO GROW YOUR MOBILE APP USER BASE Adrien Montcoudiol @adrienm
  2. 2. ACQUISITION: APP STORE HACKING ACTIVATION RETENTION VIRALITY @adrienm
  3. 3. 1.5 MILLION APPS
  4. 4. @adrienm 1. Description (25%) 2. Reviews (24%) 3. Images (23%) 4. Stars (13%) 5. Icon (13%) ACQUISITION: APP STORE HACKING WHAT MATTERS MOST?
  5. 5. CONTENT REVIEWS FEATURING AB TEST YOUR APP STORE PAGE ACQUISITION: APP STORE HACKING @adrienm
  6. 6. CONTENT REVIEWS FEATURING Tempo built fake HTML pages and spent $500 in ads in Canada to acquire 3K users Lessons learned after AB testing: “Users preferred icons that looked like calendars” “App screenshots with descriptions outperformed screenshots without descriptions” Paid tool: StoreMaven ACQUISITION: APP STORE HACKING @adrienm
  7. 7. CONTENT REVIEWS FEATURING % of consumers willing to consider downloading an app Source: Apptentive ACQUISITION: APP STORE HACKING @adrienm
  8. 8. CONTENT REVIEWS FEATURING REQUEST THE USERS WHO LOVE YOU TO RATE YOU What you should optimize: - Timing of request (user engagement & “happy moment”) - Location of request in the product - Flow of request: feedback vs Appstore ACQUISITION: APP STORE HACKING @adrienm
  9. 9. CONTENT REVIEWS FEATURING Flow of request Tools: Helpshift, Apptentive ACQUISITION: APP STORE HACKING @adrienm
  10. 10. CONTENT REVIEWS FEATURING Where you want to be ACQUISITION: APP STORE HACKING @adrienm
  11. 11. REVIEWS FEATURINGCONTENT In 1 week: 2.8 million downloads (80% of 2013) ACQUISITION: APP STORE HACKING @adrienm
  12. 12. REVIEWS FEATURING - Build a great app (excellent UI & UX) - Use latest iOS innovations: Apple Watch, Apple Pay, Touch ID… - Be universal: iPhone and iPad, EN/FR/ES/DE/IT - Be iOS only - Get in touch with Apple: 3 weeks before, at least. CONTENT HOW TO INCREASE CHANCES: ACQUISITION: APP STORE HACKING @adrienm
  13. 13. ACQUISITION ACTIVATION : THE GOLDEN MINUTE RETENTION VIRALITY @adrienm
  14. 14. ACTIVATION: THE GOLDEN MINUTE 20% OF YOUR “USERS” WILL OPEN YOUR APP ONLY ONCE @adrienm
  15. 15. ONBOARDING CONSISTENCY 1. Motivate your users to get started. 2. Help them learn the key product features. 3. Let them know how to get help. PERMISSIONS ACTIVATION: THE GOLDEN MINUTE ONBOARDING GOALS: @adrienm
  16. 16. ONBOARDING CONSISTENCY PERMISSIONS ACTIVATION: THE GOLDEN MINUTE @adrienm More examples on UXArchive TEACH BY SHOWING
  17. 17. ONBOARDING CONSISTENCY PERMISSIONS ACTIVATION: THE GOLDEN MINUTE @adrienm TEACH BY DOING
  18. 18. ONBOARDING CONSISTENCY PERMISSIONS ACTIVATION: THE GOLDEN MINUTE @adrienm OFFER A CONSISTENT EXPERIENCE FROM DISCOVERY TO DOWNLOAD.
  19. 19. ONBOARDING CONSISTENCY PERMISSIONS ACTIVATION: THE GOLDEN MINUTE USE DEEPLINKING @adrienm
  20. 20. ONBOARDING CONSISTENCY PERMISSIONS ACTIVATION: THE GOLDEN MINUTE @adrienm USE DEEPLINKING
  21. 21. ONBOARDING CONSISTENCY PERMISSIONS ACTIVATION: THE GOLDEN MINUTE @adrienm
  22. 22. ONBOARDING CONSISTENCY PERMISSIONS ACTIVATION: THE GOLDEN MINUTE This is what happens if someone says no: @adrienm
  23. 23. ONBOARDING CONSISTENCY PERMISSIONS ADD CONTEXT BEFORE ASKING ACTIVATION: THE GOLDEN MINUTE @adrienm
  24. 24. ACQUISITION ACTIVATION RETENTION: THE REAL CHALLENGE VIRALITY @adrienm
  25. 25. 65% OF PEOPLE STOP USING APPS 3 MONTHS AFTER INSTALL (Appboy) RETENTION: THE REAL CHALLENGE @adrienm
  26. 26. 1. Isolate the most active users 2. Analyse their data, talk to them, find patterns. 3. Analyse the lest active users, find patterns. 4. Encourage active behavior. FIND YOUR AHA MOMENT RETENTION: THE REAL CHALLENGE @adrienm
  27. 27. RETENTION: THE REAL CHALLENGE PUSH GAMIFICATION HABIT TIMELY & PERSONAL = 👌 Use: user information, demographics, location, behaviour or predictive data Users who receive segmented push messages convert 3x more often than users who receive generic notifications. @adrienm
  28. 28. RETENTION: THE REAL CHALLENGE PUSH GAMIFICATION HABIT TIMELY & PERSONAL = 👌 Use: - user information - demographics - location - behaviour - predictive data @adrienm
  29. 29. PUSH GAMIFICATION HABIT RETENTION: THE REAL CHALLENGE @adrienm
  30. 30. PUSH GAMIFICATION HABIT RETENTION: THE REAL CHALLENGE @adrienm
  31. 31. PUSH GAMIFICATION HABIT RETENTION: THE REAL CHALLENGE @adrienm
  32. 32. PUSH GAMIFICATION HABIT TIMELY & PERSONAL = 👌 Users will love them and share them. RETENTION: THE REAL CHALLENGE @adrienm
  33. 33. PUSH GAMIFICATION HABIT RETENTION: THE REAL CHALLENGE @adrienm USING YOUR PRODUCT SHOULD BE LIKE PLAYING A GAME.
  34. 34. PUSH GAMIFICATION HABIT Foursquare Rivalry is one of the greatest motivating factors. RETENTION: THE REAL CHALLENGE @adrienm
  35. 35. PUSH GAMIFICATION HABIT RETENTION: THE REAL CHALLENGE @adrienm LOOK FOR DAILY ACTIVE USERS.
  36. 36. PUSH GAMIFICATION HABIT Shopkick Problem: most people don’t go shopping every day. Solution: redesign the app for a daily use to create an habit: feed of discounts. RETENTION: THE REAL CHALLENGE @adrienm
  37. 37. ACQUISITION ACTIVATION RETENTION VIRALITY: THE MAGIC SAUCE @adrienm
  38. 38. VIRALITY: THE MAGIC SAUCE REFERRAL CONTEXT EXTERNALIZATION Airbnb @adrienm
  39. 39. REFERRAL CONTEXT EXTERNALIZATION +25% bookings Tools: Branch.io, Yozio VIRALITY: THE MAGIC SAUCE @adrienm
  40. 40. REFERRAL CONTEXT EXTERNALIZATION MOBILE IS A NEW GAME ADAPT TO YOUR TARGET USERS & THEIR ECOSYSTEM VIRALITY: THE MAGIC SAUCE @adrienm
  41. 41. REFERRAL CONTEXT EXTERNALIZATION Rooms (Facebook) VIRALITY: THE MAGIC SAUCE @adrienm
  42. 42. WHY ??
  43. 43. REFERRAL CONTEXT EXTERNALIZATION “You can't share a URL on Instagram or Snapchat Chat, but you can share a photo. We knew the novelty of screenshoting would be our biggest hurdle but also saw once people learned it became our A+ feature.” Josh Miller (Product at FB) VIRALITY: THE MAGIC SAUCE @adrienm
  44. 44. REFERRAL CONTEXT EXTERNALIZATION VIRALITY: THE MAGIC SAUCE @adrienm
  45. 45. REFERRAL CONTEXT EXTERNALIZATION Tinder’s matchmaker enables non- users to be matched with other people by friends using the app. VIRALITY: THE MAGIC SAUCE @adrienm BRING THE EXPERIENCE TO NON-USERS
  46. 46. REFERRAL CONTEXT EXTERNALIZATION Meerkat was fully integrated in Twitter’s social graph. VIRALITY: THE MAGIC SAUCE @adrienm BRING THE EXPERIENCE TO NON-USERS
  47. 47. Get the best articles and tools on mobile growth marketing: http://mobilegrowth.launchrock.co
  48. 48. THANK YOU Let’s talk about your growth strategy: Adrien Montcoudiol amontcoudiol@gmail.com @adrienm

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