@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

Getting something to go viral is HARD

…doing it on mobile is nearly IMPOSSIBLE

Here’s what it takes 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

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@mada299

SHARING1

@mada299

Getting someone to share

Incentives

Ego

Emotion

@mada299

Incentives

@mada299

Incentives

Invite a friend to skip the line

Incentives

29%

Referral best practices

It’s better 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

@mada299

Ego

@mada299

Ego

@mada299

EmotionUsers click and share 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).

@mada299

EgoEnable users to create 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

@mada299

Getting someone to click

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.

@mada299

Getting someone to click

• 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

@mada299

Getting someone to click

• Strong emotions like anger can drive a lot more clicks than happy emotions.

• Negative emotions only drive clicks, not shares

Emotion

@mada299

Emotion: Acceptance and surprise Title: 83 reasons why cats are the best pet. You won’t believe number 45Click rate: 5.1%Share rate: 0.22%Like rate: 0.14%

Emotion: AcceptanceTitle: 83 Reasons why cats are better than dogsClick rate: 4.7%Share rate: 0%Like rate: 0.18%

Virality and cats

@mada299

Emotion: AngerTitle: 83 Reasons why you should not get a catClick 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

@mada299

EgoEnable users to create 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 DOWNLOAD 3

Click-to-install Conversions BY CHANNELPercentage of clicks that result in an Install and the app being opened for the first time

Twitter Pinterest E-mail Whatsapp LinkedIn Facebook SMS0.00%

2.00%

4.00%

6.00%

8.00%

10.00%

12.00%

14.00%

16.00%

18.00%

20.00%

0.50%

3.20%

6.00%

8.90% 9.10%

11.50%

17.87%

Referrals aren’t the best

Content drives growth

Standard Deep link to content

16% 29%

Activation Rate by Download Link

@mada299

EgoEnable users to create 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

Done right, referrals can be powerful

29%

@mada299

GENERIC WELCOME

SCREEN

PERSONAL WELCOME SCREEN

Use context to get better conversions

78%Install to Signup

Thank you!mada@branch.io@mada299