Mobile Growth Marketing: Strategy, Hacks and Tools

MOBILE GROWTH MARKETING

Adrien Montcoudiol • @adrienm

Strategy • Hacks • Tools

ACTIVATION

RETENTION

VIRALITY

ACQUISITION

We’ll focus on 4 things:

ACQUISITION: APP STORE HACKING

ACTIVATION

RETENTION

VIRALITY

1.2 MILLION APPS(it’s crowded)

1. Description (25%) 2. Reviews (24%) 3. Images (23%) 4. Stars (13%) 5. Icon (13%)


WHAT MATTERS MOST ON YOUR APP PAGE?

CONTENT REVIEWS FEATURING

AB TEST YOUR APP STORE PAGE



1. Build fake HTML app store pages 2. Buy ads to bring traffic 3. AB test your content


AB TEST YOUR APP STORE PAGE


Tempo spent $500 in ads in Canada to acquire 3K users

Lessons learned after AB testing:

“Users preferred icons that looked like calendars”

“App screenshots with descriptions outperformed screenshots without descriptions”


NB: Apple and Google are innovating on app store insights (metrics & testing are coming \o/)


% of consumers willing to consider downloading an app

Source: Apptentive



Source: Apptentive


HALF OF PEOPLE WON’T EVEN CONSIDER DOWNLOADING YOUR

APP IF LESS THAN 4 STARS


ASK USERS TO RATE YOU


1. ASK THE RIGHT USERS 2. AT THE RIGHT TIME 3. AT THE RIGHT PLACE 4. WITH THE RIGHT FLOW

but


THE RIGHT USERS =

ENGAGED USERS


Example: 10 sessions over the last 3 weeks



When something nice happens to the user on your app.

THE RIGHT TIME = HAPPY MOMENT


THE RIGHT PLACE =

Menu, flow, pop up…




Examples:


THE RIGHT FLOW =

Get 5 stars or get feedback!



Flow of requestTools: Helpshift, Apptentive




3 stars or less Feedback email

4 or 5 stars

Play Store


App in the Air tactics: - Look for the nickname on Google

- Use naming conventions: “jdoe” => search “doe” in DB

- Use country in search

- Use social apps commented by this user

FIGHT NEGATIVE REVIEWS


See: http://bit.ly/appintheairreviews

http://bit.ly/appintheairreviews



BEING FEATURED IS A GAME CHANGER


Where youwant to be


REVIEWS FEATURINGCONTENT

Duolingo


REVIEWS FEATURING

2013: 700 000 downloads

CONTENT


REVIEWS FEATURINGCONTENT

In 1 week:2.8 million downloads (80% of

2013)


REVIEWS FEATURING

- Build a great app (excellent UI & UX)

- Use latest iOS innovations: Apple Watch, Apple Pay, Touch ID…

- Be universal: iPhone and iPad, EN/FR/ES/DE/IT

- Be iOS only

- Get in touch with Apple: 3 weeks before, at least.

CONTENT

HOW TO INCREASE CHANCES:


ACQUISITION

ACTIVATION : THE GOLDEN MINUTE

RETENTION

VIRALITY

ACTIVATION: THE GOLDEN MINUTE

20% OF YOUR “USERS” WILL OPEN

YOUR APP ONLY ONCE

SPEND 50% OF YOUR TIME ON THE

FIRST MINUTE


ONBOARDING CONSISTENCY

1. Motivate your users to get started. 2. Help them learn the product in a meaningful way. 3. Let them know how to get help.

PERMISSIONS


ONBOARDING GOALS:

ONBOARDING CONSISTENCY PERMISSIONS


TEACH BY SHOWING

More examples on UXArchive.net

Google Translate’s onboarding flow

http://UXArchive.net



TEACH BY DOING

Tinder

ONBOARDING CONSISTENCY

Inspiration: UserOnboard.com

UXArchive.net LittleBigDetails.com

AB testing tools: Leanplum Apptimize

PERMISSIONS




OFFER A CONSISTENT EXPERIENCE FROM DISCOVERY TO DOWNLOAD.



USE DEEPLINKING FOR ADS



USE DEEPLINKING WITH OTHER APPS



The ask



This is what needs to be done if someone says no:


ADD CONTEXT BEFORE ASKING


ACQUISITION

ACTIVATION

RETENTION: THE REAL CHALLENGE

VIRALITY

65% OF PEOPLE STOP USING APPS 3 MONTHS

AFTER INSTALL(Appboy)


DON’T FILL A LEAKING BUCKET!


See Jamie Quint’s post: http://andrewchen.co/retention-is-king/

http://andrewchen.co/retention-is-king/

A mesure of how many of your users come back over time at specific intervals

(1-week retention, 4w, 8w, 12w…)

RETENTION:

Instagram: 12-week retention at 25%


1. Isolate the most active users 2. Analyse their data, talk to them, find patterns. 3. Analyse the lest active users, find patterns. 4. Encourage active behavior.

GET USERS TO AHA MOMENT


Twitter: following 30 people. Facebook: adding 10 friends in 7 days.

1. Push notifications 2. Gamification 3. Habit

YOUR WEAPONS


PUSH NOTIFICATIONS



PUSH GAMIFICATION HABIT

TIMELY & PERSONAL ="

Users who receive segmented push messages convert 3x more often than users who receive

generic notifications.



TIMELY & PERSONAL ="Use:

- user information - demographics - location - behaviour - predictive data


TIMELY & PERSONAL ="

Users will love them and share them.



Badging showed a 7% lift in DAUs and a significant lift in other key engagement metrics such as Pin close-ups, repins and

Pin click-throughs.

Also: Badging




And also: emailing!



USING YOUR PRODUCT SHOULD BE LIKE PLAYING A GAME.


Foursquare

Rivalry is one of the greatest motivating factors.




LOOK FOR DAILY ACTIVE USERS



(Source: Flurry)


Shopkick

Problem: most people don’t go shopping every day.

Solution: redesign the app for a daily use to create an habit: feed of discounts.


ACQUISITION

ACTIVATION

RETENTION

VIRALITY: THE MAGIC SAUCE


REFERRAL CONTEXT EXTERNALIZATION

START FROM YOUR USERBASE



Airbnb’s referral program


+25% bookings

Tools: Branch.io, Yozio



Free tool: Branch Metrics



TRACK & OPTIMIZE EVERY METRIC

sharing rate = senders / signups

spread rate = recipients / sender

click rate = clicks / recipient

referral conversion rate = registrations / click

viral coefficient over a period of time by channel



MOBILE IS A NEW GAME

ADAPT TO YOUR TARGET USERS & THEIR ECOSYSTEM



Rooms (Facebook)


WHY ??


“You can't share a URL on Instagram or Snapchat Chat, but you can share a photo.

We knew the novelty of screenshoting would be our biggest hurdle but also saw once people learned it became our A+ feature.”

Josh Miller (Product at FB)




OK, Rooms didn’t grow that much.

But guess who started using QR codes invites a few weeks later…


Snapchat



“Snapchatters can add you by pointing their camera at your ghost and tapping their screen!”




And people share their QR codes!


BRING THE EXPERIENCE TO NON-USERS



Meerkat



700K ACTIVE USERS IN 2 MONTHS


How did they do it?


Meerkat’s experience was fully integrated in Twitter’s social graph.




VIRALITY

SCARCITY



Providing an API really soon enabled the community to build cool

apps on top of Meerkat.

from ProductHunt.com

http://ProductHunt.com



And also…

Gamification among influential ambassadors always helps :)

Embedded players are great for externalization

Get the best articles and tools on mobile growth marketing:

http://mobilegrowth.launchrock.com

http://mobilegrowth.launchrock.com

THANK YOU

Let’s talk about your growth strategy:

Adrien Montcoudiol [email protected] @adrienm

Mobile Growth Marketing: Strategy, Hacks and Tools

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