mobile growth marketing: strategy, hacks and tools

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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%)

ACQUISITION: APP STORE HACKING

WHAT MATTERS MOST ON YOUR APP PAGE?

CONTENT REVIEWS FEATURING

AB TEST YOUR APP STORE PAGE

ACQUISITION: APP STORE HACKING

CONTENT REVIEWS FEATURING

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

ACQUISITION: APP STORE HACKING

AB TEST YOUR APP STORE PAGE

CONTENT REVIEWS FEATURING

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”

ACQUISITION: APP STORE HACKING

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

CONTENT REVIEWS FEATURING

% of consumers willing to consider downloading an app

Source: Apptentive

ACQUISITION: APP STORE HACKING

CONTENT REVIEWS FEATURING

Source: Apptentive

ACQUISITION: APP STORE HACKING

HALF OF PEOPLE WON’T EVEN CONSIDER DOWNLOADING YOUR

APP IF LESS THAN 4 STARS

CONTENT REVIEWS FEATURING

ASK USERS TO RATE YOU

ACQUISITION: APP STORE HACKING

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

but

CONTENT REVIEWS FEATURING

THE RIGHT USERS =

ENGAGED USERS

ACQUISITION: APP STORE HACKING

Example: 10 sessions over the last 3 weeks

CONTENT REVIEWS FEATURING

ACQUISITION: APP STORE HACKING

When something nice happens to the user on your app.

THE RIGHT TIME = HAPPY MOMENT

CONTENT REVIEWS FEATURING

THE RIGHT PLACE =

Menu, flow, pop up…

ACQUISITION: APP STORE HACKING

CONTENT REVIEWS FEATURING

ACQUISITION: APP STORE HACKING

Examples:

CONTENT REVIEWS FEATURING

THE RIGHT FLOW =

Get 5 stars or get feedback!

ACQUISITION: APP STORE HACKING

CONTENT REVIEWS FEATURING

Flow of requestTools: Helpshift, Apptentive

ACQUISITION: APP STORE HACKING

CONTENT REVIEWS FEATURING

ACQUISITION: APP STORE HACKING

3 stars or less Feedback email

4 or 5 stars

Play Store

CONTENT REVIEWS FEATURING

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

ACQUISITION: APP STORE HACKING

See: http://bit.ly/appintheairreviews

CONTENT REVIEWS FEATURING

ACQUISITION: APP STORE HACKING

BEING FEATURED IS A GAME CHANGER

CONTENT REVIEWS FEATURING

Where youwant to be

ACQUISITION: APP STORE HACKING

REVIEWS FEATURINGCONTENT

Duolingo

ACQUISITION: APP STORE HACKING

REVIEWS FEATURING

2013: 700 000 downloads

CONTENT

ACQUISITION: APP STORE HACKING

REVIEWS FEATURINGCONTENT

In 1 week:2.8 million downloads (80% of

2013)

ACQUISITION: APP STORE HACKING

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: APP STORE HACKING

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

ACTIVATION: THE GOLDEN 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

ACTIVATION: THE GOLDEN MINUTE

ONBOARDING GOALS:

ONBOARDING CONSISTENCY PERMISSIONS

ACTIVATION: THE GOLDEN MINUTE

TEACH BY SHOWING

More examples on UXArchive.net

Google Translate’s onboarding flow

ONBOARDING CONSISTENCY PERMISSIONS

ACTIVATION: THE GOLDEN MINUTE

TEACH BY DOING

Tinder

ONBOARDING CONSISTENCY

Inspiration: UserOnboard.com

UXArchive.net LittleBigDetails.com

AB testing tools: Leanplum Apptimize

PERMISSIONS

ACTIVATION: THE GOLDEN MINUTE

ONBOARDING CONSISTENCY PERMISSIONS

ACTIVATION: THE GOLDEN MINUTE

OFFER A CONSISTENT EXPERIENCE FROM DISCOVERY TO DOWNLOAD.

ONBOARDING CONSISTENCY PERMISSIONS

ACTIVATION: THE GOLDEN MINUTE

USE DEEPLINKING FOR ADS

ONBOARDING CONSISTENCY PERMISSIONS

ACTIVATION: THE GOLDEN MINUTE

USE DEEPLINKING WITH OTHER APPS

ONBOARDING CONSISTENCY PERMISSIONS

ACTIVATION: THE GOLDEN MINUTE

ONBOARDING CONSISTENCY PERMISSIONS

ACTIVATION: THE GOLDEN MINUTE

The ask

ONBOARDING CONSISTENCY PERMISSIONS

ACTIVATION: THE GOLDEN MINUTE

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

ONBOARDING CONSISTENCY PERMISSIONS

ADD CONTEXT BEFORE ASKING

ACTIVATION: THE GOLDEN MINUTE

ACQUISITION

ACTIVATION

RETENTION: THE REAL CHALLENGE

VIRALITY

65% OF PEOPLE STOP USING APPS 3 MONTHS

AFTER INSTALL(Appboy)

RETENTION: THE REAL CHALLENGE

DON’T FILL A LEAKING BUCKET!

RETENTION: THE REAL CHALLENGE

See Jamie Quint’s post: 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%

RETENTION: THE REAL CHALLENGE

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

RETENTION: THE REAL CHALLENGE

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

1. Push notifications 2. Gamification 3. Habit

YOUR WEAPONS

RETENTION: THE REAL CHALLENGE

PUSH NOTIFICATIONS

RETENTION: THE REAL CHALLENGE

RETENTION: THE REAL CHALLENGE

PUSH GAMIFICATION HABIT

TIMELY & PERSONAL ="

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

generic notifications.

RETENTION: THE REAL CHALLENGE

PUSH GAMIFICATION HABIT

TIMELY & PERSONAL ="Use:

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

PUSH GAMIFICATION HABIT

RETENTION: THE REAL CHALLENGE

PUSH GAMIFICATION HABIT

RETENTION: THE REAL CHALLENGE

PUSH GAMIFICATION HABIT

RETENTION: THE REAL CHALLENGE

PUSH GAMIFICATION HABIT

TIMELY & PERSONAL ="

Users will love them and share them.

RETENTION: THE REAL CHALLENGE

PUSH GAMIFICATION HABIT

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

RETENTION: THE REAL CHALLENGE

PUSH GAMIFICATION HABIT

RETENTION: THE REAL CHALLENGE

And also: emailing!

PUSH GAMIFICATION HABIT

RETENTION: THE REAL CHALLENGE

USING YOUR PRODUCT SHOULD BE LIKE PLAYING A GAME.

PUSH GAMIFICATION HABIT

Foursquare

Rivalry is one of the greatest motivating factors.

RETENTION: THE REAL CHALLENGE

PUSH GAMIFICATION HABIT

RETENTION: THE REAL CHALLENGE

LOOK FOR DAILY ACTIVE USERS

PUSH GAMIFICATION HABIT

RETENTION: THE REAL CHALLENGE

(Source: Flurry)

PUSH GAMIFICATION HABIT

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.

RETENTION: THE REAL CHALLENGE

ACQUISITION

ACTIVATION

RETENTION

VIRALITY: THE MAGIC SAUCE

VIRALITY: THE MAGIC SAUCE

REFERRAL CONTEXT EXTERNALIZATION

START FROM YOUR USERBASE

VIRALITY: THE MAGIC SAUCE

REFERRAL CONTEXT EXTERNALIZATION

Airbnb’s referral program

REFERRAL CONTEXT EXTERNALIZATION

+25% bookings

Tools: Branch.io, Yozio

VIRALITY: THE MAGIC SAUCE

REFERRAL CONTEXT EXTERNALIZATION

Free tool: Branch Metrics

VIRALITY: THE MAGIC SAUCE

REFERRAL CONTEXT EXTERNALIZATION

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

VIRALITY: THE MAGIC SAUCE

REFERRAL CONTEXT EXTERNALIZATION

MOBILE IS A NEW GAME

ADAPT TO YOUR TARGET USERS & THEIR ECOSYSTEM

VIRALITY: THE MAGIC SAUCE

REFERRAL CONTEXT EXTERNALIZATION

Rooms (Facebook)

VIRALITY: THE MAGIC SAUCE

REFERRAL CONTEXT EXTERNALIZATION

VIRALITY: THE MAGIC SAUCE

WHY ??

REFERRAL CONTEXT EXTERNALIZATION

“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)

VIRALITY: THE MAGIC SAUCE

REFERRAL CONTEXT EXTERNALIZATION

VIRALITY: THE MAGIC SAUCE

OK, Rooms didn’t grow that much.

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

REFERRAL CONTEXT EXTERNALIZATION

Snapchat

VIRALITY: THE MAGIC SAUCE

REFERRAL CONTEXT EXTERNALIZATION

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

VIRALITY: THE MAGIC SAUCE

REFERRAL CONTEXT EXTERNALIZATION

VIRALITY: THE MAGIC SAUCE

And people share their QR codes!

REFERRAL CONTEXT EXTERNALIZATION

BRING THE EXPERIENCE TO NON-USERS

VIRALITY: THE MAGIC SAUCE

REFERRAL CONTEXT EXTERNALIZATION

Meerkat

VIRALITY: THE MAGIC SAUCE

REFERRAL CONTEXT EXTERNALIZATION

700K ACTIVE USERS IN 2 MONTHS

VIRALITY: THE MAGIC SAUCE

How did they do it?

REFERRAL CONTEXT EXTERNALIZATION

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

VIRALITY: THE MAGIC SAUCE

REFERRAL CONTEXT EXTERNALIZATION

VIRALITY: THE MAGIC SAUCE

VIRALITY

SCARCITY

REFERRAL CONTEXT EXTERNALIZATION

VIRALITY: THE MAGIC SAUCE

Providing an API really soon enabled the community to build cool

apps on top of Meerkat.

from ProductHunt.com

REFERRAL CONTEXT EXTERNALIZATION

VIRALITY: THE MAGIC SAUCE

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

THANK YOU

Let’s talk about your growth strategy:

Adrien Montcoudiol amontcoudiol@gmail.com @adrienm

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