MobileBits Case Study: How to grow our app from 0 to 15 million users

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MobileBits Case Study: How to grow our app from 0 to 15 million users

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MobileBits Case Study: How to grow our app from 0 to 15 million users

  1. 1. • How we reached 15 million downloads • The importance of customer quality • The basics of paid user acquisition
  2. 2. Check out http://mobilebits.de HoS trailer: https://www.youtube.com/watch?v=9TM99s0p7V4
  3. 3. Check out http://mobilebits.de
  4. 4. Check out http://mobilebits.de 1 2 NVIDIA Push SoulCraft “Official” Launch AppStore SEO 3 4 AppStore Features 5 Reduced Filesize
  5. 5. 1 • NVIDIA approached us in December if we would like to participate in January event • CES launch event in front of around 200 journalists gave the game lots of free publicity • Special “NVIDIA optimized” version was featured in NVIDIA AppStore (downloaded > 500.000 times) • Big companies have reach!
  6. 6. Check out http://mobilebits.de 2 SoulCraft “Official” Launch 2
  7. 7. 2 • We released very early and iterated often • Updating the app itself brought more AppStore visibility (not anymore!) • Don’t be afraid of early ratings (GP: new upload, iOS: new rating each version) • Having a great trailer helps download conversion & virality! • “Launch” until you find traction
  8. 8. Check out http://mobilebits.de AppStore SEO 3 3
  9. 9. 3 • Similar to SEO, Google ranks your apps also based on your app description & title • 3 times the downloads for free! • Use keywords people are searching for in your app description ( mobileaction.co) • Also used in ranking are ratings, previous downlods & usage, iOS values downloads much more! • Sometimes changing a text in 30 minutes is worth more than developing a new feature for 6 months. But can be high risk!
  10. 10. 3 AppStore Description The Action RPG SoulCraft is the best free Action RPG game for Android. If you have been a range hunter or melee demon in enough dungeon crawlers and slayers, seen all the loot, blood & glory and wraith, cleared the crime city, feel like you have been a warrior for all eternity already fighting dragons, answer the call, fight for the torchlight of hope, do your duty and choose to be a legendary hero (or heroes of destiny if you will) in the action role playing game SoulCraft. Search terms • Action RPG • SoulCraft • Demon Hunter • Dungeon Crawler • Blood & Glory • Crime City • Torchlight of Hope • Legendary Hope • Action Role Playing • …  Also use the title: SoulCraft – Action RPG
  11. 11. Check out http://mobilebits.de 4 AppStore Features 4
  12. 12. 4 • The key to getting featured is to personally know the people deciding it • You can “help” them by using new platform features they are looking to advertise • There are hundred different ways to get featured – worth 1000 downloads or 1 million • Make sure you can handle it! • Getting featured can bring over 100.000 free downloads / day
  13. 13. Check out http://mobilebits.de 5 Reduced Filesize 5
  14. 14. 5 • Focus on technical bugfxing & file-sizes increased daily downloads by the factor 2 • However file-size decrease had the biggest effect in 2nd and 3rd world countries like Thailand & Brazil • Increasing daily average rating increases free downloads
  15. 15. • Having a known brand helps to get initial visbility • Launch early & iterate often • AppStore SEO cheapest way to get traction • Have personal relations to AppStore owners • The product needs to be technically fine
  16. 16. • How we reached 15 million downloads • The importance of customer quality • The basics of paid user acquisition
  17. 17. • Classic A,B,C analysis of your customers • Expect 20% of your customers to make 80% of revenue  Make your VIP customers happy!
  18. 18. historical baseline predicted to be a high value customer predicted to be low value customer  prediction important to evaluate paid customer acquisition channels early!
  19. 19. rough estimate for CLV is “Revenue / Download”
  20. 20. • How we reached 15 million downloads • The importance of customer quality • The basics of paid user acquisition
  21. 21. Paid User Acquisition Sources: 1. Paid User Acquisition • Facebook / Google • AppStore Marketing • Affiliate Marketing • Influencer Marketing • Cross-Media 2. Viral / Referral Marketing • Cash incentive • In App credit incentive • Social reward 3. Existing customer base • Your own • Partner with somebody else “Free” User Acquisition Sources: 1. Have a great product (!) 2. Explain the product well (trailer) 3. AppStore SEO 4. Getting Featured 5. Press (Print, Online & TV) 1 2 3
  22. 22. You can always buy users. The thing you need to figure out is CLV>CAC Important to bring down “real” CAC (including k-factor, organic users) • Select the right channel, right audience • Improve quality of your campaign • strong trailer / AppStore Page (click to download) • strong brand • k-factor Increasing CLV is as also important: • Measure analytics & iterate often. Retention really important. If you have a hole in your bucket there is no point putting water in it. • Understand customer journey & optimize with A/B testing • Slicing & Pricing of product  Both CLV & CAC are equally important to make the app work! 1
  23. 23. 1 Potentially good channels are • Facebook / Google Ad products • AppStore Marketing (show ads directly in the Google AppStore, …) • Affiliate Marketing • Influencer Marketing (Snapchat, Instagram) • Cross-Media (Out of home, TV, Print, …) Learnings • Paid user acquisition is really expensive. Can cost more than developing the app (1-5 USD / download). Budget for it. • Strong brands make CAC cheaper • Every channel is first expensive, then you can optimize, then it will get more expensive again when you scale it • You will need a mix of different channels / campaigns.
  24. 24. 1 • In gaming scaling apps through TV ads has worked well for ProSiebenSat1 • However for my old startup meinSport.de it worked terribly • 2 million EUR in media did not result in more users • VISA partnership did not work well • EDGAR cards did not work well  Effectiveness depends on target group fit and real prices
  25. 25. 2 • Give out incentives to recommend your product to friends • Cash incentive • In App credit incentive • Social reward • Worked very well for Paypal, Car2Go and others • Facebook reach does not automatically lead to more downloads • Potential reward depends again on CLV > CAC
  26. 26. 3 • Reach out to existing customers via Push Notifications or email • You will have low click-rates 1- 10% but its still very cost- effective • Best tool: Mailchimp / Mandrill • Managed to launch SoulCraft 2 with >40.000 Downloads / day by mailing to 1.5m SoulCraft 1 users • Use publishers / partners if you don’t have reach or don’t know the language (e.g. for Asia)
  27. 27. • You can get a lot of users for “free” • However your business success cannot depend on free users. You need to figure out CLV > CAC • There is no magic approach which works for everybody. You need to test, measure, iterate & repeat until CLV > CAC works! Also please buy my books on Amazon  Die Digitale Revolution von der Volkswirtschaft zur Volkswohlfahrt mit Hilfe der 4. Industriellen Revolution (Wysk 2015) Game of Life What if game designers ruled the world? (Wysk 2014)
  28. 28. Karsten Wysk - Product Management Lead - Karsten.Wysk@BCGDV.com + 49 - 151 - 114 117 56

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