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Mobile growth #RARRA - @thomasbcn at TheFamily Berlin

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Must-haves before spending $$ on UA
TheFamily, Berlin growth meetup - June 2017

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Mobile growth #RARRA - @thomasbcn at TheFamily Berlin

  1. 1. 1 1TheFamily Growth meetup #5 June 2017
  2. 2. 2 2
  3. 3. 3 3 "If you’re offered a seat on a rocket ship, You don’t ask what seat. You just get on” Sheryl Sandberg
  4. 4. 4 4
  5. 5. 5 5 Mobile growth Must-haves before spending $$ on User Acquisition • Product • Mobile Growth Stack © • Data setup • AARRR © > RARRA • ASO
  6. 6. 6 6 Build things that matter
  7. 7. 7 7 "Do people want to put your icon on their home screen?” @BenedictEvans “No amount of marketing will make a crap product gain a mass audience", @VentureHarbour Build things that matter
  8. 8. 8 8 AARRR User jouney in the app world
  9. 9. 9 9 “How many funnels does your product have?” T. Tunguz http://tomtunguz.com/how-many-funnels-in-your-product/
  10. 10. 10 10 mobilegrowthstack.com
  11. 11. 11 11 Re-prioritize the funnel #RARRA 5. 2. 1. 4. 3.
  12. 12. 12 12 Data layer : tools Product Marketing
  13. 13. 13 13 Data layer Product Marketing Collect them all! Naming convention “early proxy metric” Source attribution 3D thinking
  14. 14. 14 14 Retention If you have retention, everything else can be “fixed”
  15. 15. 15 15 Retention = proxy metric for success Quettra
  16. 16. 16 16
  17. 17. 17 17 #1 metric for mobile success And failure “If you invest in growth before you have retention, you’re renting users”, @gillianim
  18. 18. 18 18 #1 challenge for App devs Losing 80% of users in a couple of days is normal. It’s hard, and it’s getting worse Appboy
  19. 19. 19 19 Where do you stand? 98% of users who paid for Slack are still paying for it 90+% Amazon yearly subscribers renew. Adjust
  20. 20. 20 20 Product Retention vs re-engagement tactics In-App messages Push notifications Email Retargeting Branch
  21. 21. 21 21 re: build things that matter
  22. 22. 22 22 Activation Splash screen Signup Onboarding Tutorial Permissions Drip How much friction to your aha moment?
  23. 23. 23 23 https://www.edenspiekermann.com/magazine/the-importance-of-onboarding/
  24. 24. 24 24 Why activation ? Early churn prevention @danwolch
  25. 25. 25 25 Referral
  26. 26. 26 26 Social / Viral / Referral K-factor = biggest leverage to lower down CAC Word of mouth is the #2 channel for App Installs • Social features IM, coop games, Leetchi • Viral Flappy Birds • Hacked Hotmail, Dropbox, Farmville • Incentivized Candy Crush, Uber • Paid for Gyrik, Lava
  27. 27. 27 27 Growth loop Stuart K. Hall
  28. 28. 28 28 You need a plan. You don’t need the plan to be executed day1 [Monetization slides removed from this version] Monetization
  29. 29. 29 29 Data, analytics & attribution Retention Activation Referral Monetization Not yet…
  30. 30. 30 30 How paid UA works
  31. 31. 31 31 How paid UA works
  32. 32. 32 32 How paid UA works eCPM cpc CPI CPL CPA ROAS Ampush
  33. 33. 33 33 ASO conversions = direct leverage on CPI “If we can improve the app store conversion, we actually reduce the load on our marketing team and significantly reduce the budget that we spend on UA”, Rajeev Girdhar (Rovio) Branch
  34. 34. 34 34 Giphy
  35. 35. 35 35 @thomasbcn

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