WINNING MOBILECapitalizing on the supercomputer in your customer’s

pocket.

MOBILE ISN’T OPTIONAL

• 34% OF AMERICANS ARE MOBILE ONLY

INTERNET USERS

• 63% OF ADULTS GO ONLINE ON MOBILE

• DESPITE 77% OF USERS SAYING MOBILE IS

TOO SLOW

• GILT GROUP NEARING 50% MOBILE,

$500M/YEAR

APPS ARE THE NEW

WEBBuild your strategy around mobile

GET AN APP

• Build it - Hire someone with a proven track record.

Probably 2 people, 1 Android & 1 iOS.

• Buy it - Branding Brand, MoovWeb, Useablenet,

GPShopper etc.

• In-App Conversion rate > Mobile Web

• US user time spent in App = 4x time in Mobile Web

• Install Strategy

DEEPLINKS• URLs take you to specific pages on a site, deeplinks

do the same for apps

• Home-brew or Open Source frameworks like

Turnpike

• Google App Indexing

• Deeplinks can degrade gracefully

• Social Media, Email Marketing, Paid Marketing

HOW USERS FIND

APPS

APP STORE SEO

• Experiment with different app categories (eg. it’s easier to be #1

in ‘utilities’ than it is in ‘travel’)

• Deeplink your app

• App Title - Multi-word name, include keywords

• Keyword Field - 100 very important words

• Screenshots and App Previews

• The differences between Google Play and iTunes

MOVE DESKTOP/MWEB

USERS INTO YOUR APP• Mobile app users are a captive audience and wealth of

information

• Add install links to your app on every mobile web page

(including landing pages!)

• Send SMS or Google Play Cloud install links from your

desktop site

• Create Additional Value in-app

HIPMUNK’S GROWTH HACK

PAID USER ACQUISITION

• CPM vs. CPC vs. CPI

• Ad networks

• Programatic buying, RTB, Exchanges

• Facebook

• Agencies

• Optimize ARPU/LTV and CPI

PROGRAMATIC BUYING

• Mobile advertising at scale

• Set goals in the most relevant metric

(CPI/CPA/CPC/CPM)

• Advertise and performance track hundreds of

channels simultaneously

• A (mostly) rational marketplace

• Identify valuable channels then buy direct

HOW YOUR INSTALLS

BECOME CUSTOMERS• An installed user isn’t a customer -They’re an

opportunity

• Average user has 80 apps, 60%+ opened between 1-10

times

• Push Notifications

• Paid Engagement

• Personalized Marketing

• Mobile-centric app value

PRODUCT LEVEL

MARKETING

TRACK EVERYTHING

• Device ID - IDFA/Android ID (IDFA controversial)

• Device Fingerprint

• In-App events

• Traffic Sources

• User LTV by acquisition channel

• Deeplink Analytics

• Abide by all app store TOS - Err on the side of caution

CLOSE THE ATTRIBUTION

LOOP

• Conversion Trackers

• Trusted 3rd Party

• Reliably separate organic traffic/purchases

from paid

• Conversion Windows

WINNERS’ TOOLBOX

• Track Everything

• You should be using SDKs/services from each of these categories. Please don’t try to build these

tools in-house:

• Attribution - Hasoffers MAT, Appsflyer, Apsalar

• Analytics - Localytics, MixPanel

• BI - Looker, RJMetrics

• Acquisition - Facebook, Ad Networks, Ad Exchanges

• Engagement - Kahuna, Urban Airship, URX

• 3rd Party Data - Bluekai, Bluecava, Datalogix

• App Store SEO - MobiledevHQ, MOZ

THANK YOU!

BEN@URX.COM