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Madalina Seghete, Branch Metrics, presentation on app virality
Mada Seghete is the founder of Branch Metrics, a deep linking company. She discusses strategies for achieving viral growth on mobile apps, noting that it is difficult to get apps to go viral on mobile. She outlines strategies for getting users to share apps through incentives that appeal to ego and emotions, getting users to click on shared links by highlighting intrinsic app value and how it impacts users' lives, and improving click-to-install and engagement rates through personalized deep links and welcome screens.
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Madalina Seghete, Branch Metrics, presentation on app virality
- 1. @mada299 Intro Mada Seghete mada@branch.io About Me •Originally from Romania • Designed and built featured app - Kindred Photobooks • Board of App Developer Alliance • Founder of Branch Metrics – deep linking • 8000 apps using us • Founder mobile growth community
- 2. Getting something togo viral is HARD …doing it on mobile is nearly IMPOSSIBLE
- 4. Here’s what ittakes on an app User A engages in app User A shares app User B clicks on link User B downloads app User B engages in app User B shares app Double viral loop 1 2 3 4 5
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- 6. @mada299 Getting someone toshare Incentives Ego Emotion
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- 9. Invite a friendto skip the line Incentives
- 10. 29% Referral best practices It’sbetter to get something than a discount on something. Give an incentive If you can only reward one, reward the new user. Two-sided rewards are best Make it incredibly easy for users to share. One-step sharing is best People share when it makes them look good. Appeal to ego
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- 13. @mada299 Emotion Users click andshare because something drives an emotion in them. In general, positive emotions make people share (the happier the post, the more likely it is to be shared).
- 14. @mada299 Ego Enable users tocreate things they are proud of, and prompt them to share those creations. Default sharing text should highlight how awesome the user is. Make sharing links rich deep links: the actual content should show up in Facebook, Twitter, SMS, and e- mail. Create a Brand YOUR users what to be associated with. Getting the CLICK2
- 15. @mada299 Getting someone toclick Incentives • New users need to know more than the incentive. Don’t overemphasize the $25 users get for a download • Show the app's intrinsic value, or even better, let users share something they discovered with their referred friend. • Even if sharing isn’t incentivized, more intrinsic value means more clicks.
- 16. @mada299 Getting someone toclick • Show how an app will impact the clicker’s lifestyle. • If there’s a feature that makes them look cool, highlight that feature. They can edit a photo just as well as their friend did, discover local restaurants, prove they are smarter than 97.6% of their friends Ego
- 17. @mada299 Getting someone toclick • Strong emotions like anger can drive a lot more clicks than happy emotions. • Negative emotions only drive clicks, not shares Emotion
- 18. @mada299 Emotion: Acceptance andsurprise Title: 83 reasons why cats are the best pet. You won’t believe number 45 Click rate: 5.1% Share rate: 0.22% Like rate: 0.14% Emotion: Acceptance Title: 83 Reasons why cats are better than dogs Click rate: 4.7% Share rate: 0% Like rate: 0.18% Virality and cats
- 19. @mada299 Emotion: Anger Title: 83Reasons why you should not get a cat Click rate: 5.4% Share rate: 0% Like rate: 0% Emotion: Pride Title: 83 reasons why you should date a cat owner Click rate: 2.4% Share rate: 0% Like rate: 0% Virality and cats
- 20. @mada299 Ego Enable users tocreate things they are proud of, and prompt them to share those creations. Default sharing text should highlight how awesome the user is. Make sharing links rich deep links: the actual content should show up in Facebook, Twitter, SMS, and e- mail. Create a Brand YOUR users what to be associated with. From CLICK to DOWNLOAD3
- 21. Click-to-install Conversions BYCHANNEL Percentage of clicks that result in an Install and the app being opened for the first time 0.50% 3.20% 6% 8.90% 9.10% 11.50% 17.87% 0.00% 2.00% 4.00% 6.00% 8.00% 10.00% 12.00% 14.00% 16.00% 18.00% 20.00% Twitter Pinterest E-mail Whatsapp LinkedIn Facebook SMS
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- 23. Content drives growth StandardDeep link to content 16% 29% Activation Rate by Download Link
- 24. @mada299 Ego Enable users tocreate things they are proud of, and prompt them to share those creations. Default sharing text should highlight how awesome the user is. Make sharing links rich deep links: the actual content should show up in Facebook, Twitter, SMS, and e- mail. Create a Brand YOUR users what to be associated with. ENGAGEMENT4
- 25. Done right, referralscan be powerful 29%
- 26. @mada299 GENERIC WELCOME SCREEN PERSONAL WELCOME SCREEN Use context toget better conversions 78% Install to Signup
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