Learn more about Mobile Growth: http://mozza.io
How to grow your mobile app user base? From acquisition, to activation to retention and virality: I went through several interesting growth tactics I discovered recently. Get inspiration and adapt these ideas to your business. Don't forget that growth is a mindset, hacks don't last ;)
Follow me on Twitter: https://twitter.com/adrienm
These are the slides of a talk I gave at TheFamily, one of the best French startup accelerators (Paris).
7. 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
8. 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/)
9. CONTENT REVIEWS FEATURING
% of consumers willing to consider downloading an app
Source: Apptentive
ACQUISITION: APP STORE HACKING
10. CONTENT REVIEWS FEATURING
Source: Apptentive
ACQUISITION: APP STORE HACKING
HALF OF PEOPLE WON’T EVEN
CONSIDER DOWNLOADING YOUR
APP IF LESS THAN 4 STARS
11. 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
12. CONTENT REVIEWS FEATURING
THE RIGHT USERS
=
ENGAGED USERS
ACQUISITION: APP STORE HACKING
Example: 10 sessions over the last 3 weeks
19. 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
25. 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
28. SPEND 50% OF
YOUR TIME ON THE
FIRST MINUTE
ACTIVATION: THE GOLDEN MINUTE
29. 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:
43. RETENTION: THE REAL CHALLENGE
See Jamie Quint’s post: http://andrewchen.co/retention-is-king/
44. 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
45. 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.
48. 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.
49. RETENTION: THE REAL CHALLENGE
PUSH GAMIFICATION HABIT
TIMELY & PERSONAL = "
Use:
- user information
- demographics
- location
- behaviour
- predictive data
54. 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
60. 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
71. 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
81. 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
82. REFERRAL CONTEXT EXTERNALIZATION
VIRALITY: THE MAGIC SAUCE
And also…
Gamification among influential
ambassadors always helps :)
Embedded players are great for
externalization
83. Get the best articles and tools on mobile
growth marketing:
http://mobilegrowth.launchrock.com
84. THANK YOU
Let’s talk about your growth strategy:
Adrien Montcoudiol
amontcoudiol@gmail.com
@adrienm