Downloaded 11 times
Uploaded byRichard Sgro
Mobile growth for startups
The document discusses strategies for acquiring, engaging, and retaining users for mobile apps. It recommends focusing acquisition efforts on search engine optimization through keywords in the app title and ratings. For engagement, the document suggests segmenting audiences for push notifications and using email, SMS, and in-app messages. It also advises predicting churn and engaging users before they stop using the app through measures like Facebook outreach. The overall message is that apps require ongoing optimization of acquisition, personalization, and retention efforts.
Mobile growth for startups
- 1. Mobile Growth forStartups Richard Sgro @SoSgro
- 2. About Me • LeadWest & APAC Solutions Engineering at Localytics • Avid rugby player • Love to cook & travel
- 3. Agenda • General housekeeping •A reality check • Acquire • Engage & retain • Wrap / Q&A
- 4. About Localytics Launched 2009| Offices: Boston, San Francisco, London | 180 Employees $60M total raised | $35M in last round led by Sapphire Ventures 6,000 37,000 2.7billion 150billion COMPANIES APPS DEVICES DATA POINTS
- 5. Our Approach: We solvethe biggest challenges in mobile Acquire Optimize acquisition spend based on LTV, not downloads Engage Fine tune personalized campaigns based on True Impact Grow Identify high potential audiences to increase conversion Retain Proactively deter churn with predictive targeting
- 6. A Quick RealityCheck
- 7. Nielsen, 2014 41APPS ARE INSTALLEDON THE AVERAGE US SMARTPHONE.
- 8. NOT EVERYONE WHO DOWNLOADS YOUR APPWILL BECOME A USER.
- 9. 25%THE PERCENTAGE OF USERSWHO ONLY OPEN AN APP ONCE.
- 10. Despite massive number ofavailable apps, users are downloading and using the same number of apps Sources: eMarketer, Flurry, Nielsen, Activate analysis
- 11. What problem areyou solving? • Business Goals – Direct to consumer – Logins – Retention • True North – MAU + In App purchases – Weekly posts / user – # of files
- 12.
- 13. User Acquisition • Theapp stores • Building a community
- 14. “For the averageapp, search actually makes up the vast majority of installs” -Ankit Jain @Google I/O
- 15.
- 16.
- 17. Dark Sky “Dark Sky” Became… “DarkSky – Weather Radar, Hyperlocal Forcasts, and Storm Alerts
- 18. Dark Sky Search for“Weather”
- 19. Dark Sky Search for“Forecast”
- 20. Name & Keywords •Organic search = major traffic source • Your app title should be specific & unique – Include keywords in the title – SensorTower helps figure out the ‘competitiveness’ of a keyword • Pay attention to your keywords! – You have 100 characters in iOS, use them all. – Avoid spaces. Example: ‘t,subway,train,transit’
- 21.
- 22.
- 23. “In earlier versionsof the game, there was a “rate” button at the end of each play session, and this button was placed in the same location that the player would tap to play. As a result, when the user wanted to continue playing, it was easy to hit the rate button instead.” -VentureBeat Flappy Bird
- 24. Major Signal intoASO • Your rating matters • … but the number of ratings you collect also matters Rate My App
- 25. Good Show this messagebox 3 seconds after a user signs into your application for the first time
- 26. Better – You’rein the App Ask for a rating at a time where users have had a positive experience and use In-App tied to that event.
- 27. Better – Allowfor More
- 28. App Ratings • Directrating campaigns to - – Those with a positive NPS score – Those who have had more than 30 sessions – Those who have reached key conversion events within your app – Try and encouraging as large of an audience as you can to rate your app • Rinse and repeat with each new app release
- 29. Odds & Ends •App name – don’t get too cute • Google Play – test all the things – Downloads + uninstalls + ratings • iOS – 72 hour rolling weighted average
- 30.
- 31. Community • Allows yourusers to connect • Allows your brand to have a voice
- 32. Social Presence • Curateand extend your brand (to drive downloads)
- 33. Part of theExperience
- 34. Tracking the Impact •Use UTM parameters • Use a free tracking tool
- 35.
- 36.
- 37. Push • Manage opt-in •Segment, segment, segment • Push is not a retention tool
- 38. DON’T ask usersto opt in immediately after launching the app for the first time (first launch)
- 39. THEN, ask themto opt in with a unique, well-designed in-app message Welcome users with a sequence of introductory screens
- 40. Sports Apparel App (yourentire userbase) Segment Your Audience
- 41. 3% of broadcastpush messages are clicked 7% of targeted push messages are clicked 15% of users converted 54% of users converted BROADCAST TARGETE D Segment
- 42. Imagine an appwith 100,000 users & A $25 average sale price Segment!
- 43. 3% of 100,000users = 3,000 opened messages 7% of 100,000 users = 7,000 opened messages 15% of 3,000 opened messages = 450 converted users 54% of 7,000 opened messages = 3,780 converted users BROADCAST TARGETE D Segment!
- 44. BROADCAST TARGETE D Segment =$$$ $11,250 $94,500
- 45.
- 46. Extend App Functionality •Mobile email != mobile push • 47% of all email is opened on mobile • 10 or fewer characters = 58% open rate
- 47.
- 48. SMS • Verification &validation • Urgent updates (for folks without push) • Hot offers
- 49. In-app - Extensionof the App • Short-lived content • Testing recommendations
- 50. In-app - Helpful •Any OOBE (e.g. push, microphone, photos) • Sign-in, sign-up • New features
- 51. Save your UsersBefore the Churn 1. Have a model (or use a tool) that predicts churn 2. Engage appropriately
- 52. Use Facebook ifyou must win-back
- 53.
- 54. Closing Thoughts • Appsare living, breathing things • You can’t buy / engage / growth hack your way out of a shitty app • Track the important things • There’s no “one-size-fits-all” model • Talk to your users
- 55. 55 Richard Sgro Director, SolutionsEngineering @SoSgro rsgro@localytics.com (860) 716-0328