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Rapid Growth on a showstring budget - Sara Cole, EyeCon


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As presented in the Israel Mobile Summit 2019

Published in: Technology
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Rapid Growth on a showstring budget - Sara Cole, EyeCon

  1. 1. From Start-Up to 26 Million Registered Users
  2. 2. Name: Sara Cole, Job: Marketing Director at Eyecon You can contact me at
  3. 3. What is Eyecon? Eyecon is a B2C dialer & caller ID app changing the way people communicate
  4. 4. Eyecon Stands out in a crowded market 1 2 3
  5. 5. Removed from Google Play Day 1 26M users, 3M DAU Today 100,000 users 6 month goal
  6. 6. How? Smart Marketing + Smart Product Development
  7. 7. Listen & involve users Encourage feedback Track feedback Develop based on feedback Learn from negative feedback Ask users for help
  8. 8. Care about the users 2 years, no ads 90% organic growth 4.6 Rating Viral videos, millions of views
  9. 9. Start with ASO 9 • Competitor analysis • Increase list with ASO / SEO tools • Narrow to high volume, low competition In-depth Keyword Research • Implement your research • Eyecon CVR 30% higher than average Set up your meta right • Preferably multiple ones in different languages Start your first A/B tests
  10. 10. Ongoing ASO 10 • Always be running at least one • Test Custom Store Listings Keep A/B testing • Determine which keywords are worthwhile • Examine traffic sources and Search / Explorer breakdown Google Console Acquisition Report • Track keywords • Monitor competitors, reviews and tech news • Modify as you go to target more competitive terms Track, monitor & iterate
  11. 11. Choosing your marketing channels Facebook Apple Search Ads Google Universal Ads Performance Channels Twitter LinkedIn YouTube micro influencers Whatworked Whatdidn’twork
  12. 12. Improving your marketing channels ○ Keep testing, we used 100s of creatives / text combinations ○ Learn from mistakes ○ Measure real value by LTV. Our Instagram users needed to be 20% cheaper to be worthwhile ○ Find golden nuggets of success, and then refine
  13. 13. Choosing a geo-specific target Ran test campaign Winner, first target market
  14. 14. Why India won? ○ Low CPIs ○ High retention rates ○ Biggest market for our biggest competitor 14
  15. 15. “ I don't care how much money you have, free stuff is always a good thing. Queen Latifah
  16. 16. Data & ASO Toolkit Google Console Facebook Analytics Firebase AppSee Mobile Action AppAnnie AppFollow & ASODesk
  17. 17. Iteration is king
  18. 18. Thanks! Any questions? You can contact me at 18