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12 
MOBILE GROWTH 
by @adrienm 
TACTICS
1 
out-of-market testing
4 months before launch 
$500 ads to acquire ~3k users
quantitative testing 
Unbiased users 
ASO 
Conversion rates 
Retention rates 
bit.ly/tempotesting
2 
THE BANDWAGON EFFECT
Dec 2012: The Viral Video
3 
App store Featuring
2013: 700 000 downloads
last week of 2013 (featured): 
2.8 Million downloads
increase chances 
Build a great app (excellent UI & UX) 
Use latest iOS innovations: iCloud, Game Center, 
Passbook, Apple Pay, Touch ID. 
Be universal: iPhone and iPad, EN/FR/ES/DE/IT 
iOS only 
Get in touch with Apple: 3 weeks before, at least.
4 
app store optimization
APP STORE SEO 
! 
LOCALIZATION 
! 
CONTENT
Ranking algorithm 
App Store: 
! 
- Keywords in the app’s 
keyword set 
- Keywords in the app’s 
title 
- Nb of downloads on a 
specific period of time 
- Rating 
Google Play Store: 
! 
- Total nb of downloads 
- App quality (engagement, 
uninstalls…) 
- Rating 
- Keywords 
- Nb of backlinks 
- Social proof (G+ & FB) 
Tools: AppCodes, AppAnnie, Sensor Tower 
bit.ly/asocheatsheet
LOCALIZATION 
DOWNLOADS REVENUE 
7 languages = 76% of the market
StoreMaven
5 
get amazing reviews
Apptentive / Helpshift: 
in-app feedback and 
rating prompts
hustling 
App in the Air 
Find bad reviews users and change their mind: 
! 
- look for the nickname on Google 
- naming convention: “jdoe” => search “doe” in DB 
- use country in search 
- use social apps commented by this user
6 
ad hypertargeting
deeplinking = opportunities
7 
channel experiments
“You can’t share urls on Instagram and 
Snapchat” J. Miller (Product @Facebook)
8 
externalize experience
Blab enables non-users to watch videos sent by 
users without downloading the app.
Tinder 
Tinder’s matchmaker: 
enabled non-users to be 
matched with other 
people by friends.
9 
personalization
20% of your “users” 
will open your app 
only once 
Source: Localytics
Tools: Yozio, Branch.io 
Airbnb
10 
push notifications
Ask for authorization before pushing the pop up.
Timely + personal = win 
Tools: Parse Push, Appboy
11 
gamification
65% of people stop 
using apps 3 months 
after install 
! 
(Appboy)
Foursquare
12 
create a habit
Shopkick
Get the best articles and tools on 
mobile growth marketing: 
! 
! 
http://mobilegrowth.launchrock.co
Thank you! 
If you need help or want to chat about your 
mobile growth strategy: 
! 
amontcoudiol@gmail.com 
@adrienm

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