18. 18
18
Installs
Onboarding
Retention/Churn
Transactions
Share
Social / Viral / Referral K-factor = Leverage to lower down CAC
Word of mouth #2 channel for App Installs.
• Social (Inherent, Coop)
• Viral: Flappy Birds
• Hacks (Communication): Hotmail, iphone
• Referral (Incentivized): Candy Crush, Uber
appvirality
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19
The Mobile Growth Stack
https://medium.com/mobile-growth/the-mobile-growth-stack-3ffa6856f482#.fif86npv7
https://medium.com/mobile-growth/2015-the-mobile-growth-stack-revised-58f5d11d43f3#.u3wiwch3h
20. 20
20
Before spending on Acquisition
Attribution
= Measurement of marketing campaigns effectiveness
The links from Ad to App Users actions
Critical to understand performance… and improve
21. 21
21
Installs # is a vanity metric
"CPI is irrelevant“, @dennismink
"CPI is the least insightful measure of UA“, @localytics
"CPI is not the metric to watch“, @eric_seufert
1 of top10 downloaded iOS Apps all time is top grossing
Acquisition metrics that really matter
31. 31
31
Healthy & common sense
“easy”, “free”
Low-hanging fruit, high impact
Fun
"ASO tricks are like steroids in late 90’s Baseball —
start using them or fall behind the curve" @rpnickson
37. 37
37
“If we can improve the app store conversion, we actually
reduce the load on our marketing team and significantly
reduce the budget that we spend on user acquisition”,
Rajeev Girdhar (Rovio)
38. 38
38
ASO requirements
A simple App, fun or useful
A few days to investigate
Realistic objectives
itunes Connect & Play Console access
Tracking/Analytics
Iterate/followup
… A few $ can’t hurt
“ASO is not a one night stand",
@prioridata
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57
… Neglect
… Interrupt
… Ask on first launch
… Ask for 5 stars
… Incentivize
… Buy/fake
… Ask
… At the right time, to the right users
… Monitor/listen
… Filter
… Answer
… Mine
… Update yourself
Cheatsheet: Reviews for ASO
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