Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Growth Teardown: Telegram

4,197 views

Published on

The growth experts at YesGraph dig through Telegram, one of the biggest messaging apps on the planet.

Even the best apps have room to grow. Find what they do right and where even an app with 100M users can grow faster.

I did a walk through of these slides! https://www.youtube.com/watch?v=3mYS1shJBwo

Published in: Marketing

Growth Teardown: Telegram

  1. 1. Growth Teardown: Telegram FIND MORE AT blog.yesgraph.com
  2. 2. We’re delighted you could join us! We’ve started digging into apps to review their growth Telegram is a big messaging app, so we’ll start there If you like this, email teardown@yesgraph.com
  3. 3. Who finds the app this way? If you heard from a friend or a press hit. Let’s find Telegram in the app store.
  4. 4. Normally Apple search is low quality. Telegram is big enough to show up.
  5. 5. Normally Apple search is low quality. Telegram is big enough to show up. O_o
  6. 6. The right app is at the top. 4.5 stars, looks good.
  7. 7. 110 reviews seems low for their scale, but that’s just for this version.
  8. 8. The start screen, “the world’s fastest messaging app. It is free and secure” with a “Start Messaging” clear call to action.
  9. 9. 2nd: to the full list of contacts, which is more colorful than my native messaging app.
  10. 10. 2nd: to the full list of contacts, which is more colorful than my native messaging app. BOOOOORRING
  11. 11. How big is the app? This is really important for international. Check for yourself in Settings > General > Storage
  12. 12. 28MB download is small Compare: WhatsApp 64MB SnapChat 72MB FB Messenger 77MB Small means downloads faster and uses less of a data plan
  13. 13. Clear call to action Welcome screen, repeated messaging from the app install page.
  14. 14. Welcome screen, repeated messaging from the app install page. One of these scrolling intros, but you can skip it anytime.
  15. 15. Welcome screen, repeated messaging from the app install page. One of these scrolling intros, but you can skip it anytime. My guess: 70% of users click “Start Messaging” right away
  16. 16. Nice animation and swipe action. Again, focus on value and not technical jargon or numbers.
  17. 17. Free, no ads, or subscription fees. As a user, I’m worried about their business, but most humans love free too much to think. Related to Whatsapp going free? I wonder if their metrics showed Telegram catching up?
  18. 18. Again, no jargon or numbers. Just focus on the positive value for the user
  19. 19. Secure: No jargon or explanation, just fear of Hackers
  20. 20. Secure: No jargon or explanation, just fear of Hackers Other apps say “Bank level” or “military grade” security bullshit, but effective
  21. 21. Cloud: Jargon! And the pedant in me makes me think this is at odds with “secure”
  22. 22. Cloud: Jargon! And the pedant in me makes me think this is at odds with “secure” Problem here: this is the last slide, and you can’t swipe right.
  23. 23. Cloud: Jargon! And the pedant in me makes me think this is at odds with “secure” Problem here: this is the last slide, and you can’t swipe right. Why not just execute the call to action if the user does swipe right?
  24. 24. Phone based auth. This flow should be getting familiar to users.
  25. 25. Phone based auth. This flow should be getting familiar to users. Why not make it Apple ID email and phone number? Hey Apple, it’s crazy iOS has no permissions to tell the app who I am securely.
  26. 26. Phone based auth. This flow should be getting familiar to users. Hey Apple, it’s crazy iOS has no permissions to tell the app who I am securely. Why not make it Apple ID email and phone number? because apple chokes on services
  27. 27. Waiting for the phone code
  28. 28. Got it, type it in What about this “call you”. I’m not sure, maybe a way of helping people that miss this?
  29. 29. You want to be able to type in the code while the notification is still visible Otherwise, user needs to toggle apps, which is advanced for people
  30. 30. Your Info: Lots missing here. Typing is a schlep. Facebook connect could help, but that might not fit their audience
  31. 31. “Add photo” is a call to action, but it doesn’t look like a button. Flat design means such actions lack “affordances”. Translation: “fuck the users”
  32. 32. Later, seeing a friend’s profile pic makes this correctable. Maybe better to not unburden this flow
  33. 33. Later, seeing a friend’s profile pic makes this correctable. Maybe better to not unburden this flow I actually found a bug here: clicking the add photo didn’t trigger opening the camera roll ¯_( )_/¯
  34. 34. Insta-request at this point. No priming before the request.
  35. 35. Insta-request at this point. No priming before the request. Just asking might be the best conversion rate I’m not sure, test it and see.™
  36. 36. Another insta-request, but for contacts. For a messaging app, it might be more reasonable
  37. 37. Another insta-request, but for contacts. For a messaging app, it might be more reasonable Test combining value with request “Want to get messages fast? Turn on push” “Send a message to friends? Tell us your friends.”
  38. 38. So I just land here to crickets?
  39. 39. So I just land here to crickets? If I have no chats yet, why am I looking at my chats?
  40. 40. So I just land here to crickets? If I have no chats yet, why am I looking at my chats? The text even tells me to GTFO
  41. 41. Clicked “edit”, also can’t do a thing
  42. 42. Try NewMessage
  43. 43. Now we’re getting somewhere. Lots of interesting actions to take here
  44. 44. “Secret Chat” seems too complicated for a new user. “New Channel” too
  45. 45. What about the rest? Here are friends but only people already on the app
  46. 46. sorry Let’s try to find all our friends
  47. 47. Let’s try to find all our friends Looking good, scrolling…
  48. 48. Let’s try to find all our friends Looking good, scrolling… Here they are!
  49. 49. Let’s try to find all our friends Looking good, scrolling… Here they are! 🍕💑
  50. 50. This is where YesGraph can help. 🍕💑 What if your best friends were added here? Users would be more likely to invite close connections.
  51. 51. This is where YesGraph can help. 🍕💑 What if your best friends were added here? Users would be more likely to invite close connections. This increases virality and increases the inviter’s retention. We recommend which users to invite using machine learning YesGraph’s SDK
  52. 52. Search for a contact, my wife. Duplicates in my contacts (yesgraph helps here too)
  53. 53. Search for a contact, my wife. Duplicates in my contacts (yesgraph helps here too) And there is no profile pic. Really highlights how unclickable these entries are. You need better in a contact list.
  54. 54. By the way, how would your app compare? Email teardown@yesgraph.com to find out how to grow faster. TEAR DOWN THIS APP
  55. 55. Let’s compose a message Hey Paul!
  56. 56. Reasonable empty state. says nothing here, but clear action to take: start writing Says “nothing here”, but clear action to take: “start writing”
  57. 57. Reasonable empty state. says nothing here, but clear action to take: start writing Says “nothing here”, but clear action to take: “start writing” What does this do?
  58. 58. As expected, add a photo
  59. 59. Add a photo, love it. Location & Contact aren’t as obvious from the 🖇
  60. 60. This is a general problem with mobile design: how to surface powerful features without cluttering a small interface
  61. 61. Some time later…
  62. 62. Some time later… STICKERS!!!
  63. 63. Let’s find another contact to message.
  64. 64. Let’s find another contact to message. Search “Martin”
  65. 65. Let’s find another contact to message. Search “Martin” Nothing
  66. 66. Let’s find another contact to message. Search “Martin” Nothing
  67. 67. search in “Contacts” search in “New Message” This is weird. If I search in “My Contacts”, it’s fine
  68. 68. Now from here is now I can invite one of these contacts. Click “Invite to Telegram”
  69. 69. Now I’m composing a new message. Check out this invite link
  70. 70. Now I’m composing a new message. Check out this invite link
  71. 71. They aren’t tracking anything
  72. 72. They aren’t tracking anything They have no idea I invited
  73. 73. They aren’t tracking anything They have no idea I invited They don’t know the invite channel
  74. 74. They aren’t tracking anything They have no idea I invited They don’t know the invite channel They don’t where in the app got me to invite
  75. 75. They aren’t tracking anything They have no idea I invited They don’t know the invite channel They don’t where in the app got me to invite They can’t customize the onboarding for the invitee
  76. 76. They aren’t tracking anything They have no idea I invited They don’t know the invite channel They don’t where in the app got me to invite They can’t customize the onboarding for the invitee Their attribution metrics are far more challenging
  77. 77. I love the copy though! Assumes there was a previous conversation. “Let’s bounce, fuck iMessage”
  78. 78. Martin the invitee is sent straight to the app store.
  79. 79. But after Martin’s onboarding… nothing
  80. 80. But after Martin’s onboarding… nothing What about the inviter? I thought we’d “switch to Telegram”? When will that promise deliver?
  81. 81. I get a message from Martin Confusingly, the message is “Another message”
  82. 82. I get a message from Martin Confusingly, the message is “Another message” This push notification pulls me back into the app Build a habit to return to Telegram as the basis of messaging.
  83. 83. Let’s talk Growth Model Messaging apps have a known pattern.
  84. 84. Messaging apps have a known pattern. Message a User User is re-engagedUser sends more messages
  85. 85. Acquisition == Reengagement Message a User Engagement More messages New User InviteExisting User Acquisition
  86. 86. This is why the breaks in the flow matter
  87. 87. This is why the breaks in the flow matter Weak prompts to send
  88. 88. This is why the breaks in the flow matter Can’t find friends Weak prompts to send
  89. 89. This is why the breaks in the flow matter Can’t find friends Weak prompts to send Don’t track invites
  90. 90. This is why the breaks in the flow matter Can’t find friends Weak prompts to send Don’t track invites No customization
  91. 91. Back to the flow
  92. 92. Back to the flow Now we’re happy together in the app.
  93. 93. What else is there? The settings page
  94. 94. The settings page “If you want to find where product teams had a fight, look in the settings page”
  95. 95. The settings page “If you want to find where product teams had a fight, look in the settings page” What’s up with my username? Missing? Maybe they removed the need for one?
  96. 96. Luckily, my weird name is *always* available
  97. 97. Luckily, my weird name is *always* available Some large networks like Twitter have had trouble because new users are blocked on onboarding just because they can’t find a username
  98. 98. But what does this link do?
  99. 99. That wasn’t obvious. This is another opportunity for sharing, but this is weak.
  100. 100. Back to these mysterious options What is a “New Channel”?
  101. 101. Broadcasting? But who is it for? Companies? Celebs?
  102. 102. Join YesGraph on Telegram? ¯_( )_/¯
  103. 103. Hard to model without some substantial examples.
  104. 104. Clicking the link, triggers this share sheet
  105. 105. Clicking the link, triggers this share sheet So they have user SMS invites, copy-username on click, and a native share sheet here. They could all use the same sharing mechanism because they all involve sharing links.
  106. 106. Thanks for reading! Want us to help your app grow with a tear-down? Email teardown@yesgraph.com Find more teardowns on http://blog.yesgraph.com/

×