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Mobile Growth Marketing: Strategy, Hacks and Tools

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Learn more about Mobile Growth: http://mozza.io


How to grow your mobile app user base? From acquisition, to activation to retention and virality: I went through several interesting growth tactics I discovered recently. Get inspiration and adapt these ideas to your business. Don't forget that growth is a mindset, hacks don't last ;)

Follow me on Twitter: https://twitter.com/adrienm

These are the slides of a talk I gave at TheFamily, one of the best French startup accelerators (Paris).

Published in: Mobile, Marketing

Mobile Growth Marketing: Strategy, Hacks and Tools

  1. MOBILE GROWTH MARKETING Adrien Montcoudiol • @adrienm Strategy • Hacks • Tools
  2. ACTIVATION RETENTION VIRALITY ACQUISITION We’ll focus on 4 things:
  3. ACQUISITION: APP STORE HACKING ACTIVATION RETENTION VIRALITY
  4. 1.2 MILLION APPS (it’s crowded)
  5. 1. Description (25%) 2. Reviews (24%) 3. Images (23%) 4. Stars (13%) 5. Icon (13%) ACQUISITION: APP STORE HACKING WHAT MATTERS MOST ON YOUR APP PAGE?
  6. CONTENT REVIEWS FEATURING AB TEST YOUR APP STORE PAGE ACQUISITION: APP STORE HACKING
  7. CONTENT REVIEWS FEATURING 1. Build fake HTML app store pages 2. Buy ads to bring traffic 3. AB test your content ACQUISITION: APP STORE HACKING AB TEST YOUR APP STORE PAGE
  8. CONTENT REVIEWS FEATURING Tempo 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” ACQUISITION: APP STORE HACKING NB: Apple and Google are innovating on app store insights (metrics & testing are coming o/)
  9. CONTENT REVIEWS FEATURING % of consumers willing to consider downloading an app Source: Apptentive ACQUISITION: APP STORE HACKING
  10. CONTENT REVIEWS FEATURING Source: Apptentive ACQUISITION: APP STORE HACKING HALF OF PEOPLE WON’T EVEN CONSIDER DOWNLOADING YOUR APP IF LESS THAN 4 STARS
  11. CONTENT REVIEWS FEATURING ASK USERS TO RATE YOU ACQUISITION: APP STORE HACKING 1. ASK THE RIGHT USERS 2. AT THE RIGHT TIME 3. AT THE RIGHT PLACE 4. WITH THE RIGHT FLOW but
  12. CONTENT REVIEWS FEATURING THE RIGHT USERS = ENGAGED USERS ACQUISITION: APP STORE HACKING Example: 10 sessions over the last 3 weeks
  13. CONTENT REVIEWS FEATURING ACQUISITION: APP STORE HACKING When something nice happens to the user on your app. THE RIGHT TIME = HAPPY MOMENT
  14. CONTENT REVIEWS FEATURING THE RIGHT PLACE = Menu, flow, pop up… ACQUISITION: APP STORE HACKING
  15. CONTENT REVIEWS FEATURING ACQUISITION: APP STORE HACKING Examples:
  16. CONTENT REVIEWS FEATURING THE RIGHT FLOW = Get 5 stars or get feedback! ACQUISITION: APP STORE HACKING
  17. CONTENT REVIEWS FEATURING Flow of request Tools: Helpshift, Apptentive ACQUISITION: APP STORE HACKING
  18. CONTENT REVIEWS FEATURING ACQUISITION: APP STORE HACKING 3 stars or less Feedback email 4 or 5 stars Play Store
  19. CONTENT REVIEWS FEATURING App in the Air tactics: - Look for the nickname on Google - Use naming conventions: “jdoe” => search “doe” in DB - Use country in search - Use social apps commented by this user FIGHT NEGATIVE REVIEWS ACQUISITION: APP STORE HACKING See: http://bit.ly/appintheairreviews
  20. CONTENT REVIEWS FEATURING ACQUISITION: APP STORE HACKING BEING FEATURED IS A GAME CHANGER
  21. CONTENT REVIEWS FEATURING Where you want to be ACQUISITION: APP STORE HACKING
  22. REVIEWS FEATURINGCONTENT Duolingo ACQUISITION: APP STORE HACKING
  23. REVIEWS FEATURING 2013: 700 000 downloads CONTENT ACQUISITION: APP STORE HACKING
  24. REVIEWS FEATURINGCONTENT In 1 week: 2.8 million downloads (80% of 2013) ACQUISITION: APP STORE HACKING
  25. 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
  26. ACQUISITION ACTIVATION : THE GOLDEN MINUTE RETENTION VIRALITY
  27. ACTIVATION: THE GOLDEN MINUTE 20% OF YOUR “USERS” WILL OPEN YOUR APP ONLY ONCE
  28. SPEND 50% OF YOUR TIME ON THE FIRST MINUTE ACTIVATION: THE GOLDEN MINUTE
  29. ONBOARDING CONSISTENCY 1. Motivate your users to get started. 2. Help them learn the product in a meaningful way. 3. Let them know how to get help. PERMISSIONS ACTIVATION: THE GOLDEN MINUTE ONBOARDING GOALS:
  30. ONBOARDING CONSISTENCY PERMISSIONS ACTIVATION: THE GOLDEN MINUTE TEACH BY SHOWING More examples on UXArchive.net Google Translate’s onboarding flow
  31. ONBOARDING CONSISTENCY PERMISSIONS ACTIVATION: THE GOLDEN MINUTE TEACH BY DOING Tinder
  32. ONBOARDING CONSISTENCY Inspiration: UserOnboard.com UXArchive.net LittleBigDetails.com AB testing tools: Leanplum Apptimize PERMISSIONS ACTIVATION: THE GOLDEN MINUTE
  33. ONBOARDING CONSISTENCY PERMISSIONS ACTIVATION: THE GOLDEN MINUTE OFFER A CONSISTENT EXPERIENCE FROM DISCOVERY TO DOWNLOAD.
  34. ONBOARDING CONSISTENCY PERMISSIONS ACTIVATION: THE GOLDEN MINUTE USE DEEPLINKING FOR ADS
  35. ONBOARDING CONSISTENCY PERMISSIONS ACTIVATION: THE GOLDEN MINUTE USE DEEPLINKING WITH OTHER APPS
  36. ONBOARDING CONSISTENCY PERMISSIONS ACTIVATION: THE GOLDEN MINUTE
  37. ONBOARDING CONSISTENCY PERMISSIONS ACTIVATION: THE GOLDEN MINUTE The ask
  38. ONBOARDING CONSISTENCY PERMISSIONS ACTIVATION: THE GOLDEN MINUTE This is what needs to be done if someone says no:
  39. ONBOARDING CONSISTENCY PERMISSIONS ADD CONTEXT BEFORE ASKING ACTIVATION: THE GOLDEN MINUTE
  40. ACQUISITION ACTIVATION RETENTION: THE REAL CHALLENGE VIRALITY
  41. 65% OF PEOPLE STOP USING APPS 3 MONTHS AFTER INSTALL (Appboy) RETENTION: THE REAL CHALLENGE
  42. DON’T FILL A LEAKING BUCKET !
  43. RETENTION: THE REAL CHALLENGE See Jamie Quint’s post: http://andrewchen.co/retention-is-king/
  44. A mesure of how many of your users come back over time at specific intervals (1-week retention, 4w, 8w, 12w…) RETENTION: Instagram: 12-week retention at 25% RETENTION: THE REAL CHALLENGE
  45. 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. GET USERS TO AHA MOMENT RETENTION: THE REAL CHALLENGE Twitter: following 30 people. Facebook: adding 10 friends in 7 days.
  46. 1. Push notifications 2. Gamification 3. Habit YOUR WEAPONS RETENTION: THE REAL CHALLENGE
  47. PUSH NOTIFICATIONS RETENTION: THE REAL CHALLENGE
  48. RETENTION: THE REAL CHALLENGE PUSH GAMIFICATION HABIT TIMELY & PERSONAL = " Users who receive segmented push messages convert 3x more often than users who receive generic notifications.
  49. RETENTION: THE REAL CHALLENGE PUSH GAMIFICATION HABIT TIMELY & PERSONAL = " Use: - user information - demographics - location - behaviour - predictive data
  50. PUSH GAMIFICATION HABIT RETENTION: THE REAL CHALLENGE
  51. PUSH GAMIFICATION HABIT RETENTION: THE REAL CHALLENGE
  52. PUSH GAMIFICATION HABIT RETENTION: THE REAL CHALLENGE
  53. PUSH GAMIFICATION HABIT TIMELY & PERSONAL =" Users will love them and share them. RETENTION: THE REAL CHALLENGE
  54. PUSH GAMIFICATION HABIT Badging showed a 7% lift in DAUs and a significant lift in other key engagement metrics such as Pin close-ups, repins and Pin click-throughs.  Also: Badging RETENTION: THE REAL CHALLENGE
  55. PUSH GAMIFICATION HABIT RETENTION: THE REAL CHALLENGE And also: emailing!
  56. PUSH GAMIFICATION HABIT RETENTION: THE REAL CHALLENGE USING YOUR PRODUCT SHOULD BE LIKE PLAYING A GAME.
  57. PUSH GAMIFICATION HABIT Foursquare Rivalry is one of the greatest motivating factors. RETENTION: THE REAL CHALLENGE
  58. PUSH GAMIFICATION HABIT RETENTION: THE REAL CHALLENGE LOOK FOR DAILY ACTIVE USERS
  59. PUSH GAMIFICATION HABIT RETENTION: THE REAL CHALLENGE (Source: Flurry)
  60. 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
  61. ACQUISITION ACTIVATION RETENTION VIRALITY: THE MAGIC SAUCE
  62. VIRALITY: THE MAGIC SAUCE REFERRAL CONTEXT EXTERNALIZATION START FROM YOUR USERBASE
  63. VIRALITY: THE MAGIC SAUCE REFERRAL CONTEXT EXTERNALIZATION Airbnb’s referral program
  64. REFERRAL CONTEXT EXTERNALIZATION +25% bookings Tools: Branch.io, Yozio VIRALITY: THE MAGIC SAUCE
  65. REFERRAL CONTEXT EXTERNALIZATION Free tool: Branch Metrics VIRALITY: THE MAGIC SAUCE
  66. REFERRAL CONTEXT EXTERNALIZATION TRACK & OPTIMIZE EVERY METRIC sharing rate = senders / signups spread rate = recipients / sender click rate = clicks / recipient referral conversion rate = registrations / click viral coefficient over a period of time by channel VIRALITY: THE MAGIC SAUCE
  67. REFERRAL CONTEXT EXTERNALIZATION MOBILE IS A NEW GAME ADAPT TO YOUR TARGET USERS & THEIR ECOSYSTEM VIRALITY: THE MAGIC SAUCE
  68. REFERRAL CONTEXT EXTERNALIZATION Rooms (Facebook) VIRALITY: THE MAGIC SAUCE
  69. REFERRAL CONTEXT EXTERNALIZATION VIRALITY: THE MAGIC SAUCE
  70. WHY ??
  71. 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
  72. REFERRAL CONTEXT EXTERNALIZATION VIRALITY: THE MAGIC SAUCE OK, Rooms didn’t grow that much. But guess who started using QR codes invites a few weeks later…
  73. REFERRAL CONTEXT EXTERNALIZATION Snapchat VIRALITY: THE MAGIC SAUCE
  74. REFERRAL CONTEXT EXTERNALIZATION “Snapchatters can add you by pointing their camera at your ghost and tapping their screen!” VIRALITY: THE MAGIC SAUCE
  75. REFERRAL CONTEXT EXTERNALIZATION VIRALITY: THE MAGIC SAUCE And people share their QR codes!
  76. REFERRAL CONTEXT EXTERNALIZATION BRING THE EXPERIENCE TO NON-USERS VIRALITY: THE MAGIC SAUCE
  77. REFERRAL CONTEXT EXTERNALIZATION Meerkat VIRALITY: THE MAGIC SAUCE
  78. REFERRAL CONTEXT EXTERNALIZATION 700K ACTIVE USERS IN 2 MONTHS VIRALITY: THE MAGIC SAUCE How did they do it?
  79. REFERRAL CONTEXT EXTERNALIZATION Meerkat’s experience was fully integrated in Twitter’s social graph. VIRALITY: THE MAGIC SAUCE
  80. REFERRAL CONTEXT EXTERNALIZATION VIRALITY: THE MAGIC SAUCE VIRALITY SCARCITY
  81. REFERRAL CONTEXT EXTERNALIZATION VIRALITY: THE MAGIC SAUCE Providing an API really soon enabled the community to build cool apps on top of Meerkat. from ProductHunt.com
  82. REFERRAL CONTEXT EXTERNALIZATION VIRALITY: THE MAGIC SAUCE And also… Gamification among influential ambassadors always helps :) Embedded players are great for externalization
  83. Get the best articles and tools on mobile growth marketing: http://mobilegrowth.launchrock.com
  84. THANK YOU Let’s talk about your growth strategy: Adrien Montcoudiol amontcoudiol@gmail.com @adrienm

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