A talk about Mobile Growth Metrics in May 2015 at Blrdroid's meetup

1. a
Key User Lifecycle Metrics for Growth & Engagement

2. Whois???
• Part Coder – Part Marketer – Part Product – Part Salesman
• Full time Learner
• Head of Customer Development & Marketing – MoEngage
• Product Manager – Vserv
• Android Dev – Techjini
• Co-Organizer – BlrDroid
• Self Proclaimed Mobile Evangelist
• @ravivyas84
• fb.com/ravivyas
• ravi@vyas.me

3. India’s Love for Mobile
$
17
M
$
16
M
$
45
M
$
10
M
$
5.5
M
$
100
M
$
13
M
$
15
M
$
40
M
$
4.5
M

4. Where are we?

5. Mobile - Goals
• Growth

6. Mobile - Goals
• Growth
• Revenue

7. User Lifecycle Funnel

8. User Lifecycle Funnel

9. User Lifecycle Funnel
Acquisition Activation Revenue
Retention

10. Acquisition
• Paid Installs

11. Acquisition
• Paid Installs
• SEO / ASO

12. Acquisition
• Paid Installs
• SEO / ASO
• Blogs/Reviews

13. Acquisition
• Paid Installs
• SEO / ASO
• Blogs/Reviews
• PR / Ads

14. Acquisition
• Paid Installs
• SEO / ASO
• Blogs/Reviews
• PR / Ads
• Think outside the Box

15. Acquisition
• Paid Installs
• SEO / ASO
• Blogs/Reviews
• PR / Ads
• ...
• ...
• ...
• ...

16. Acquisition Metrics
• Tracking Source effectiveness is important
• Less $$$ - Better Quality Users

17. Activation
• WalkThrough / First Event

18. Activation
• WalkThrough / First Event
• Push Reminders

19. Activation - Metrics
• Track a critical first event
• First Photo taken
• First Tweet Sent
• First recording done
• First Search Performed
• First Product purchased
• …
• …
• …

20. Retention
• Push Notification

21. Retention
• Push Notification
• E-Mails

22. Retention
• Push Notification
• E-Mails
• System Events / ALls

23. Retention - Metrics
• Critical Segment – Lapsed, Engaged, Starters etc
• Cohorts
• DAUs/MAUs
• …
• …

24. Referral
• Share App

25. Referral
• Share App
• Rate

26. Referral
• Share App
• Rate
• Add friend (remember dropbox?)

27. Referral
• Share App
• Rate
• Add friend
• …
• …
• …

28. Referral - Metrics
• Share Event
• App Downloads
• …
• …
• …

29. Revenue
• Sale!!!

30. Revenue
• Sale!!!
• Cart Abandonment Pushes

31. Revenue
• Sale!!!
• Cart Abandonment Pushes
• In-App Campaigns

32. Revenue
• Sale!!!
• Cart Abandonment Pushes
• In-App Campaigns
• Upsell/Desperation Sell anything
to make the user purchase [ And
retain the user]

33. Revenue Metrics
• Conversion – Some Critical Metrics
• Purchase
• Lead generated
• Orders Placed
• IAPs Purchased Etc
• Conversion filtered by :
• Source
• Acquisition Campaign
• Engagement & Retention Campaign
• Other???

34. Tools of the Trade