This document discusses strategies for mobile app growth. It emphasizes the importance of building a quality product and focusing on retention before spending money on user acquisition. Key metrics for success include retention rates and reducing early churn. Strategies discussed include optimizing activation and onboarding to reduce friction, implementing referral programs to leverage virality, and improving app store optimization to reduce user acquisition costs. The document provides an overview of data needs and analytics for measuring and attributing growth tactics.

1. 1
1TheFamily
Growth meetup #5
June 2017

2. 2
2

3. 3
3
"If you’re offered a seat on a rocket ship,
You don’t ask what seat. You just get on”
Sheryl Sandberg

4. 4
4

5. 5
5
Mobile growth
Must-haves before spending $$ on User Acquisition
• Product
• Mobile Growth Stack ©
• Data setup
• AARRR © > RARRA
• ASO

6. 6
6
Build things that matter

7. 7
7
"Do people want to put your icon on their home screen?”
@BenedictEvans
“No amount of marketing will make a crap product gain a
mass audience", @VentureHarbour
Build things that matter

8. 8
8
AARRR
User jouney in the app world

9. 9
9
“How many funnels does your product have?”
T. Tunguz
http://tomtunguz.com/how-many-funnels-in-your-product/

10. 10
10
mobilegrowthstack.com

11. 11
11
Re-prioritize the funnel
#RARRA
5.
2.
1.
4.
3.

12. 12
12
Data layer : tools
Product Marketing

13. 13
13
Data layer
Product Marketing
Collect them all!
Naming convention
“early proxy metric”
Source attribution
3D thinking

14. 14
14
Retention
If you have retention,
everything else can be “fixed”

15. 15
15
Retention = proxy metric for success
Quettra

16. 16
16

17. 17
17
#1 metric for mobile success
And failure
“If you invest in growth before you have retention,
you’re renting users”, @gillianim

18. 18
18
#1 challenge for App devs
Losing 80% of users in a couple of days is normal.
It’s hard, and it’s getting worse
Appboy

19. 19
19
Where do you stand?
98% of users who paid for Slack are still paying for it
90+% Amazon yearly subscribers renew.
Adjust

20. 20
20
Product Retention
vs
re-engagement tactics
In-App messages
Push notifications
Email
Retargeting
Branch

21. 21
21
re: build things that matter

22. 22
22
Activation
Splash screen
Signup
Onboarding
Tutorial
Permissions
Drip
How much friction to your aha moment?

23. 23
23
https://www.edenspiekermann.com/magazine/the-importance-of-onboarding/

24. 24
24
Why activation ?
Early churn prevention
@danwolch

25. 25
25
Referral

26. 26
26
Social / Viral / Referral
K-factor = biggest leverage to lower down CAC
Word of mouth is the #2 channel for App Installs
• Social features IM, coop games, Leetchi
• Viral Flappy Birds
• Hacked Hotmail, Dropbox, Farmville
• Incentivized Candy Crush, Uber
• Paid for Gyrik, Lava

27. 27
27
Growth loop
Stuart K. Hall

28. 28
28
You need a plan.
You don’t need the plan to be executed day1
[Monetization slides removed from this version]
Monetization

29. 29
29
Data, analytics & attribution
Retention
Activation
Referral
Monetization
Not yet…

30. 30
30
How paid UA works

31. 31
31
How paid UA works

32. 32
32
How paid UA works
eCPM
cpc
CPI
CPL
CPA
ROAS
Ampush

33. 33
33
ASO conversions
= direct leverage on CPI
“If we can improve the app store conversion, we actually reduce the load
on our marketing team and significantly reduce the budget that we spend
on UA”, Rajeev Girdhar (Rovio)
Branch

34. 34
34
Giphy

35. 35
35
@thomasbcn