Mobile Growth Stack. Acquisition, Retention and Engagement techniques.

@p1f
Mobile Growth Stack
Product Meetup, Lviv, Apr’18
Ostap Andrusiv @p1f
Product Manager @GetSocial.im

@p1f
1. What’s your name?
2. Why did you come here?
3. What’s your favourite mobile app?

@p1f
● General
○ CAC - customer acquisition cost
○ UA - Ukraine :D, but today it’s User Acquisition
○ LTV - lifetime value, how much money user generates during the whole period of using the app
○ WoM - word of mouth
○ PN - push notification
● Mobile
○ CPI - cost per app install. How much $ advertisers are ready to pay for an app install?
○ CPM - cost per mille. How much $ advertisers are ready to pay for 1000 impressions?
○ CPA - cost per action. How much $ advertisers are ready to pay for specific action in the app?
○ D0, D1, D7, DX retention - how many users are active since the day of their 1st use.
D1=30% means 30% of users who signed up yesterday were active today.
○ F2P - free to play
○ iAP - in-app purchases
○ DAU/WAU/MAU - Daily/Weekly/Monthly Active Users. How many users use an app daily?
○ DAU/MAU - Stickiness. How many users stick to your app?
○ ARPU - Average Revenue Per User
○ ARPPU - Average Revenue Per Paying User
Short Dictionary

@p1f
💵💵💵🔥
How engineers
imagine marketers.

@p1f
How it looks like
in real life.

@p1f
Marketing funnel.
Oversimplified napkin version.
referralsPaid
channels

@p1f
In this
presentation we’ll
focus on

@p1f
Great product is the one
people ❤

@p1f
Great product is the one
people ❤
...and don’t delete 7 days
after the install.
📱

@p1f
How long people stay in the app?
~90% of users
abandon an app
after 1 week.
Average App Retention, GetSocial data.

@p1f
Great product starts with
great Retention

@p1f
Retention impacts growth:
1. Retention drives more 💰💰💰
a. more % of cohort stays → more can be monetized in the same period of time
b. more % of cohort stays longer → higher LTV
2. Retention drives user acquisition 📣
a. if you optimise for viral/WoM/UGC growth → more invites, WoM, sharing →
more conversions → new conversions stay longer → cycle repeats ⇒ UA costs
drop → more can be reinvested in UA (new channels)
3. Retention accelerates Payback 🏦
a. Faster payback → faster reinvestment

@p1f
0. Read About “The Hook” Model
“Users try out a lot of apps but
decide which ones they want to
‘stop using’ within the first 3-7
days. For ‘decent’ apps, the
majority of users retained for 7
days stick around much
longer. The key to success is to
get the users hooked during
that critical first 3-7 day
period.”
Ankit Jain
Quettra

@p1f
1. First Impression → Personalize Onboarding Experience

@p1f
2. Positive Reinforcement → Trigger Behaviour (e.g., via PNs)

@p1f
3. Fear of Missing Out → Timed Rewards, Missions, Bonuses

@p1f
4. Sense of Belonging → Build Community of Users
Socially active:
● 2.7x longer LTV
● 7x higher D30 retention

@p1f
5. IKEA + Endowment Effect → Amass Value Over Time

@p1f
User Acquisition.
Where are your users
coming from?

@p1f
1. Search
2. Paid UA (JP $3+, US $2+, RO $0.24)
3. ASO (show that tweet!)
4. Influencer marketing
5. Cross promos
6. Word of mouth, viral loops
Primary User Acquisition Channels

@p1f
*Which type of Goose are you?
If I can't get to organic,
I'm not doing it.
Mark Pincus___
Zynga CEO___
gamesindustry.biz___

@p1f
Viral Coefficient (K-Factor)
Viral Cycle Time
Customer sends
an invite
Invitee receives
and becomes
a customer
Customer uses
your product

@p1f
1. Let people share content and invite their friends

@p1f
Including IAP in onboarding
increased purchases 2.5%
Amazon
2. Teach people to invite and spend

@p1f
3. Make people invite at least 5 of their friends

@p1f
5. Make sharing valuable: unique social content or $

@p1f
How To Track User Acquisition?

@p1f
Monetization types.
How do you make money?

@p1f
● Paid
● Freemium (free to install, pay to advance)
○ Free to Play (F2P, monetized via iAP)
■ Free to Win
■ Pay to Win
○ Try and buy (like a free trial, have a 1-time paywall)
● Ad-supported
● Subscription
Popular Monetization Mechanics

@p1f
How funnels look like?
Paid Try and Buy Free to Play Subscription
📣 Attract to AppStore
💰 Pay to Install
👫 Refer a friend
📱 Install
🎉 Engage
💰 Pay to Unlock
👫 Refer a friend
📱 Install
🎉 Engage and Retain
📺 Show Ads 💰
💰 Pay for Advancements
👫 Refer a friend
📱 Install
⌛ Start a trial
🎉 Engage and Retain
💰 Pay for Subscription
👫 Refer a friend

@p1f
Trendy Example: F2P + Subscriptions + Ads + Referrals
#3
📣Attract to
AppStore
💰Pay for
Advancements
💰Pay for
Subscription
👫Refer a friend📺Show Ads 💰

@p1f
● Attribution
○ where do users come from? how much do
they spend?
○ AppsFlyer, Adjust, GetSocial ...
● Ads, Ad Mediation
○ which ads would give me the most money?
○ Fyber, Admob, …
● ...
● Analytics
○ core metrics, usage events, segmentation, …
○ Firebase, Mixpanel, Amplitude, Flurry, …
● Crash reporting
○ why the app crashes?
○ Crashlytics
● PNs
○ how do I target and re-engage audiences?
○ OneSignal, GetSocial
Basic Tech Stack

@p1f
Attribution
Analytics
CrashReporting
Ads,
Mediation
PushNotifications
DeepLinking
Align With Marketing
Attribution
A/BTesting
MarketingAutomation

@p1f
Execute
Market
Research
Prototype
Setup
Analytics,
SDKs
Soft Launch Launch 🚀

@p1f
1. Start with good product.
2. Build around “The Hook” model.
3. Try to reach >10% D7 retention.
4. Look for channels with LTV > CPI.
Thanks!
Q&A time!
Ostap Andrusiv.com @p1f
Product Manager @GetSocial.im
photo credits: amazing community at Unsplash and myself

Mobile Growth Stack. Acquisition, Retention and Engagement techniques.

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