With a broken app discovery mechanism, mobile developers and marketers are left with very limited options when it comes to driving app growth. Breaking to the top charts is certainly one of the holy grails, especially for newer apps. Branch CEO and co-founder Alex Austin and Apptopia co-founder Jonathan Kay take the audience for a deep dive into the Top 10 Apps across seven different non-gaming categories and dissect the common characteristics from the data and feature perspectives. In this webinar you’ll learn: -KPI benchmark of Top-50 Apps including: Growth Traction, Engagement, Retention, and MAU -Most popular features from Top-50 Apps that drive organic growth -Strategies to enhance app discovery such as app indexing, AMP, and Instant Apps -Categories covered include: Shopping, Food & Drink, Finance, Dating, News/Magazines, Travel, Health & Fitness Questions, please contact webinars@branch.io

1. [Webinar]
Breaking Down Top of the Chart

3. Meet our speakers…
Jonathan Kay
Apptopia
Co-founder & COO
Alex Austin
Branch
Co-founder & CEO

4. Agenda Overview
● What it takes to get to the top charts
○ A real-world case study
● Setting the right growth expectations
○ KPI benchmark of Top-10 Apps
○ Shopping, Food & Drink, Finance, Dating, News/Magazines, Travel, Health & Fitness
● What apps can do to break to the top without breaking the bank
○ Build viral features that drive organic growth
○ Work on app discovery strategies: Google AMP, Instant Apps & more

5. Getting to the Top Chart:
A Real World Case Study

6. Let me tell you a story

7. After 4 months of development
10

8. App/Play Store and TechCrunch Feature
5,300

9. The trough of despair
400

10. Raised money & Facebook app installs
11,000

11. Paid install was ROI negative
700

12. We tried everything we could
200

13. And couldn’t figure it out
200

14. Our choices were limited

15. It’s an industry problem
The 1000th most popular app of all
time has 0.2% the adoption of the 1st.
And they shut down in 2015.
1st, Facebook
10th, Skype, 12%
1000th, Pixable, 0.2%

16. And it’s getting worse

17. And people are desperate

18. Breaking Down the Top 10 Chart:
The Data Perspective

19. Publishers Who Trust Our Data
From granular insights to market predictions
we’ve got you covered.
Data We Offer
Downloads
In-App Purchase & Advertising Revenue
Daily & Monthly Active Users
SDK Intelligence
30 Day Retention
Ad Spy + Optimization
App Overlap Analysis
Demographics
About Apptopia

20. DATING
DATING
Dating is tricky in the app world too.
Growth
Rank
App Q2 Downloads QOQ% Growth Advertising
1 Clover 1.9M 129%
2 Zoosk 5.1M 111%
3 CMB 16M 16.9%
4 Bumble 4.7M 10.3%
5 Happn 4.2M 5.5%
6 Tinder 14.4M 2.9%
7 Match 4.3M -3.5%
8 Yelp 780k -5.8%
9 OkCupid 11M -16%
10 eHarmony 2.7M -37.2%
Usage
Rank
App Engagement
Q2 US 30th
Day Retention
1 Tinder 23.7% 5.4%
2 Happn 20.3% 4.3%
3 OkCupid 21.5% 7.8%
4 Bumble 21.7% 3.5%
5 CMB 20.9% 5.5%
6 Clover 20% 5.4%
7 Zoosk 19.2% 8.3%
8 Match 23.4% 12.4%
9 eHarmony 16.5% 8.2%
10 Hinge 11.4% 6%

21. DATING
Growth
Rank
App Q2 Downloads QOQ% Growth Advertising
1 GEICO 816k 52.4%
2 Robinhood 504k 48.2%
3 Citi Mobile 563k 30%
4 Venmo 3.3M 13.2%
5 Square Cash 2.2M 6%
6 Wells Fargo 1.6M 8.5%
7 PayPal 5.8M 6.4%
8 Credit Karma 2.2M 6%
9 Bank of America 1.6M 4.3%
10 Chase 3.3M 2%
Usage
Rank
App Engagement
Q2 US 30th
Day Retention
1 PayPal 15.6% 4.7%
2 Chase 16.% 5.6%
3 Venmo 20% 9.5%
4 Credit Karma 22.6% 6.4%
5 Bank of America 17.6% 5.9%
6 Wells Fargo 16.1% 6%
7 GEICO 18.1% 3.5%
8 Square Cash 18.9% 5.8%
9 Citi Mobile 17.5% 5%
10 Robinhood 16% 6.5%
FINANCE
Millennial-focused investor apps outperform traditional broker apps.

22. DATING
Growth
Rank
App Q2 Downloads QOQ% Growth Advertising
1 Zomato 5.1M 12.5%
2 Dominos 1.4M 5.8%
3 Postmates 1.5M 4.5%
4 Cookpad 6M -0.3%
5 GrubHub 1M -1.7%
6 Starbucks 1.7M -1.8%
7 Vivino 7.4M -2.9%
8 UberEATS 10.2M -5.6%
9 OpenTable 2.9M -7.4%
10 McDonald’s 1.6M -12.2%
Usage
Rank
App Engagement
Q2 US 30th
Day Retention
1 Zomato 21.2% 6.4%
2 Dominos 20.4% 6.5%
3 Postmates 19.1% 5.9%
4 Cookpad 16.5% 5.8%
5 GrubHub 18.2% 3.5%
6 Starbucks 22.1% 5%
7 Vivino 16.8% 6%
8 UberEATS 19.9% 5.6%
9 OpenTable 16% 9.5%
10 McDonald’s 20% 4.7%
FOOD & DRINK
Psychologists say reds, oranges and yellows stimulate hunger and app publishers have taken
notice.

23. DATING
Growth
Rank
App Q2 Downloads QOQ% Growth Advertising
1 Aaptiv 1.6M 51.8%
2 Calm 94k 9.7%
3 Flo Period Tracker 5M 6.3%
4 Fitbit 6M 3.5%
5 Lose It! 1.2M 3.5%
6 30 Day Challenge 4.8M 8.5%
7 8fit 2.1M 1.7%
8 Sweat 2M 0.1%
9 Calorie Counter 5.2M -1.7%
10 Headspace 1.6M -1.9%
Usage
Rank
App Engagement
Q2 US 30th
Day Retention
1 Fitbit 17.9% 5.7%
2 Calm 19.8% 5.4%
3 Calorie Counter 21.7% 6.6%
4 8fit 21.8% 5.3%
5 Headspace 20.3% 4.9%
6 Sweat 19.2% 3%
7 30 Day Challenge 18.9% 2.6%
8 Aaptiv 21.1% 3%
9 Lose It! 19.1% 10.2%
10 Flo Period Tracker 19.3% 3%
HEALTH & FITNESS
Promoting attainable user goals and making it easy to gather real-world data are key here.

24. DATING
Growth
Rank
App Q2 Downloads QOQ% Growth Advertising
1 Reddit 3.3M 16.8%
2 BuzzFeed 1.2M 9.2%
3 BBC 1M 4.5%
4 Twitter 55M 2.7%
5 CNN 2.9M 1.4%
6 Flipboard 2.6M 0.9%
7 WSJ 4.2M -0.4%
8 Bloomberg BW 178M -1.4%
9 Fox News 1.4M -6.6%
10 New York Times 633M -10.8%
Usage
Rank
App Engagement
Q2 US 30th
Day Retention
1 Twitter 19.9% 18%
2 WSJ 19.6% 13.8%
3 New York Times 23.3% 14.5%
4 Flipboard 17% 14%
5 Bloomberg BW 17.8% 12%
6 BBC 17.8% 13.5%
7 Reddit 18.4% 13.5%
8 CNN 17% 13.4%
9 Fox News 17.6% 11.9%
10 BuzzFeed 16.9% 14.3%
NEWS & MAGAZINES
Top news apps capitalize on subscriptions.

25. DATING
Growth
Rank
App Q2 Downloads QOQ% Growth Advertising
1 Wish 14.3M 14.3%
2 OfferUp 4.6M 7%
3 Amazon 16M 5.7%
4 CartWheel (Target) 1.4M 3.2%
5 Walmart 7.9M 1.2%
6 Groupon 3.5M 0.4%
7 eBay 3.8M -2.8%
8 RetailMeNot 2.7M -8.6%
9 Etsy 7M -23%
10 Letgo 5.5M -27.5%
Usage
Rank
App Engagement
Q2 US 30th
Day Retention
1 Walmart 15.4% 4.3%
2 eBay 17.1% 6.1%
3 OfferUp 25.4% 4.8%
4 Letgo 24.1% 3.5%
5 Wish 19.4% 2.7%
6 Etsy 17.9% 2.9%
7 Amazon 15.1% 7%
8 Groupon 17.1% 4.3%
9 RetailMeNot 17.5% 2.9%
10 CartWheel (Target) 17.5% 2.8%
SHOPPING
Old meets new as massive national retailers mix with low-overhead digital providers.

26. DATING
TRAVEL
Growth
Rank
App Q2 Downloads QOQ% Growth Advertising
1 Delta 1.2M 12.3%
2 Booking.com 10.6M 11%
3 Expedia 2.8M 9.1%
4 United 1.7M 6.6%
5 Southwest 1.3M 3.1%
6 Airbnb 9.3M 2.5%
7 Uber 46.8M 1.9%
8 Yelp 4.8M 1.1%
9 Lyft 3.9M - 1.7%
10 Trivago 9.3M - 4.1%
Usage
Rank
App Engagement
Q2 US 30th
Day
Retention
1 Yelp 18.3% 8.1%
2 Uber 17.3% 6.5%
3 Airbnb 20.5% 4.5%
4 Booking.com 17.2% 3.6%
5 Lyft 15.1% 6.6%
6 Trivago 15.9% 5.4%
7 Expedia 17.4% 4.3%
8 Delta 16.3% 3.6%
9 United 16.3% 3.7%
10 Southwest 16.5% 3.7%
A crowded category with airlines, hotels, trip planners, booking services, localized helpers, and
much more.

27. ● Don’t shoot in the dark, use data
● Choose your category strategically
● Know your competitors’ strengths & weaknesses as they relate to
performance data
● Execute on areas of opportunity
Key Takeaways

28. Breaking to the Top:
Ideas for organic growth optimization

29. Anatomy of a Branch link
https://airbnb.app.link/tJqqAmlpcA
Powerful
Deep Linking
Web & App
Attribution
Seamless
Integrations

30. Drive Growth Across Every Channel

31. And over 26,000 more apps ….

32. Some tactics:
personalized onboarding

33. likelihood to convert after install
Deferred deep linking impact
+ 20 – 100 %
Branch Study

34. Amazon Music: Personalized Onboarding

35. Amazon Music: Personalized Onboarding

36. Amazon Music: Personalized Onboarding

37. Amazon Music: Personalized Onboarding

38. Some tactics:
incentivized invites

39. Coffee Meets Bagel: Share a Bagel

40. Coffee Meets Bagel: Receive Bagel

41. Coffee Meets Bagel: Receive Bagel

42. Coffee Meets Bagel: Rewards

43. Some tactics:
K-factor measurement

44. Airbnb: Track Individual Shares

45. Measure Viral Coefficient
76,266 106,757
Influencers Referred Users

46. Specific Influencer Attribution

47. Measure A User’s Viral Worth
$

48. Measure A User’s Viral Worth
$

49. Measure A User’s Viral Worth
$

50. Some tactics:
web to app optimization

51. Google is giving out $1 B
per month in free installs
via organic search
Source: https://blog.branch.io/the-biggest-source-of-app-installs-no-one-talks-about

52. Drive app installs while respecting
Google’s SEO restrictions

53. Design the audience

54. Search on web
Search User Without App

55. Search on web See Journeys banner
Search User Without App

56. Search on web
Search User Without App
See full interstitialSee Journeys banner

57. See full interstitial
Search User Without App

58. See full interstitial App Store
Search User Without App

59. See full interstitial Deep linked contentApp Store
Search User Without App

60. Some tactics:
web to app if no website

61. App content sitemaps with
Deepviews for search

62. Firebase App Indexing
Branch Deepview
Your App
app indexing
@branchmetrics

63. AMP Deepviews with App Indexing
DEEP LINKED CONTENTORGANIC SEARCH BRANCH DEEPVIEW APP / PLAY STORE

64. Web SEO: Still Need It
@branchmetrics

65. There’s never been a more
exciting time to be in mobile

66. Thank you & Questions
To learn more, please email webinars@branch.io
Just Keep Building