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With over a million apps in the app store - competition amongst mobile publishers are at an all time high. Data-driven mobile marketing is what will separate your marketing efforts from the pact. This presentation will go over tips and tricks to growth hacking success.
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LET’S GET GROWING
MOBILE USER ACQUISITION
ALKARIM NASSER (@ALKARIM) CO-FOUNDER & HEAD OF PRODUCT @ GALLOP LABS
The app marketplace is increasingly crowded and more competitive than ever before.
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Startups focus heavily on product but another real challenge is with distribution.
- Dave McClure
De-mystifying the “if you build it they will come”
mindset.
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I’LL TAKE BUZZWORD FOR 500
Lean Marketing
Growth Marketing
Agile Marketing
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WHAT EXACTLY IS GROWTH HACKING?
TRADITIONAL PARADIGMS
Hindsight
Focus on the Masses
Spray & Pray
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NEW PARADIGMS
Near Realtime
Focus on users
Date-Driven
Scalable
Automate
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WHAT IT ISN’T?
Efficiently acquire the most productive users.
Continually engage and
delight users.
Re-engage lapsed &
infrequent users.
Maximize revenue by
understanding and effectively
connecting with users.
Acquisition Engagement Retention Revenue Referral
Build the right triggers to encourage sharing and
organic growth
GROWTH AT EVERY STAGE
HOW IS YOUR APP GOING TO WIN?
The role of a UA expert
UA is a different kind of product manager
Building with the App Store
Partnerships +
Integrations
Tapping into Organic Growth
The role of Paid Media
Managing the Economics of UA
The Evolving UA Strategy
OUR PLAN FOR TODAY
!
Becoming a UA Jedi
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Don’t operate in a silo.
RULE #1
Engineering !
ProductMarketing
THE CHINESE WALL
ANALYTICS
THE CHINESE WALL
Engineering !
ProductMarketing
3rd Party Data and Tools
THE CHINESE WALL
ANALYTICS
Engineering !
ProductMarketing
DEVELOPER + MARKETER
DEVELOPER GROWTH HACKER MARKETER
DEVELOPER
GROWTH HACKER
MARKETER
DATA ANALYST
DEVELOPER + MARKETER + DATA
“Growth hacking is a recognition that when you focus on understanding your users and how they discover and adopt your products you can build features that help you acquire and retain
more users, rather than just spending marketing dollars” !
- Josh Elman, Greylock Partners
In other words…
data! data! data!
Returning
Card Creation
Shipping Information
Returning
Landing Page
To Me
Payment
Delivery
Reminder Email
One Time Trial Unsocial Buyer
Open Rate
Call to Action
Unsatisfied
Abandoned
Bounced
Not Interested
Sharing
ViralSearchPaid Direct
Facebook Sign-in
To Friend
Payment
Delivery
UNDERSTAND THE CUSTOMER JOURNEY
Returning
Cards Created: Users - 6,347 (22,650 total)
Shipping Select - 3,390
Returning 3,916
Landing Page - 23,460 totals
Me 1,856
1,083
Reminder Email
One Time Trial Unsocial Buyer
Open Rate
Call to Action
1,412
3,133
14,733 (63%)
2,204 (26%)
1,978
Viral 314
Search 131
Paid 13,906
Facebook Sign-in - 6,523 (Unique)
Them 1,534
895
1,978
176
1,2085,139
1,749
Email 433
FB Post 206
Direct 4527
1,978 OGA’s
1,447 “Peeks”
Billing: 54
8,727 (Total)
TIGHTEN LEAKY FAUCETS
START WITH THE END IN MIND
Growth Hackers are focused on outcomes:
LTV
ROI
MAU/DAU
Organic Growth
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FIND GOOD USERS
TIME TO FIRST PURCHASE
MODEL USER BEHAVIOUR
FIND AT RISK USERS
CHURN PREDICTION
OTHER USER SEGMENTS
ENGAGEMENT PREDICTION
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!
Owned
!
Earned !
Paid
MOBILE APP MARKETING
HOW HOTMAIL “PWNED”
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“Get your free email with Hotmail.”
HOW HOTMAIL “PWNED”
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!
Leveraging the App Stores
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THE GATEKEEPERS
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Getting featured is not the end all of user acquisition strategies. It is icing on the cake and is validation you built a good product
THE GATEKEEPERS
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Small centralized team App Store editorial run by independent teams within
each country
PENTRATING THE BLACK BOX
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Study the UI/UX guidelines and platform specific design patterns.
GETTING FEATURED #PROTIP
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Making them apart of the process
GETTING FEATURED #PROTIP
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Leverage core hardware and OS-related features in your application
GETTING FEATURED #PROTIP
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Giving users fishing rods to lure in new users
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1. We share to craft our identities 2. We share to build relationships 3. We share to make our lives easier/better 4. We share to help others !
!
Build Something Your Users Will be Proud to Share. !
WE’RE ALL SOCIAL
Facebook log-in provides a simple and easy way to sign into apps without creating new usernames and passwords.
http://techcrunch.com/2013/08/22/facebook-permission-post/fb-infographic/
FACEBOOK INTEGRATION
Social integration is about allowing your user base to share and incite conversation
Community/Social Integration
Sharing Inviting Friends
Integrating friends into the in-app
experience drives engagement
Creating open graph and wall
post actions around favoriting
items creates conversation
Encourage your user base to share the app with their
friends
A GREAT SOCIAL INTEGRATION
CASE STUDY
A STRONG REFERRAL PROGRAM
!
Partnerships + Integrations
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Scratch my back, I’ll scratch yours
WINNING WITH PARTNERSHIP
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Find complimentary products understand their objectives and collaborate
WINNING WITH PARTNERSHIP
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PIGGYBACK ALL THE WAY TO THE BANK
http://www.slideshare.net/morganb180/growth-hacking-101
THE BEST OF
PIGGYBACKING ALL THE WAY TO THE BANK
!
Ready to hit warp drive?
Paid Media.
CPM - Cost per Mile User sees a banner add for your campaign
!
CPC - Cost per Click User clicks on a banner ad within a campaign !
CPI - Cost per Install User successfully installs an application through a campaign !
CP(X) - Cost Per (Any Important Event) User successfully performs an action through a campaign (liking a FB page) !
!
LEVERAGING PAID MEDIA
Not all media is made equally
LEVERAGING PAID MEDIA
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You can spend anywhere between a few cents to several dollars to get your message in front of users
DriversType Industry Targeting
Quality Demographic Network
BE PREPARED TO SPEND
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1. Grow Awareness
TOUGH TRUTH ABOUT PAID MEDIA
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1. Grow Awarenessor
2. Grow Users
TOUGH TRUTH ABOUT PAID MEDIA
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A Division of
Media Effectiveness
40% of the Top 100 grossing apps used Facebook Mobile Ads
A Division of
WIN WITH DATA
Performance driven: • Assess the impact of advertising by tying spend to conversion (cost-per-install) & ROI
!
Reach your audience at the right time with the right message.Precise targeting (90% accuracy vs 50% cookies on the web):
• Based on a user’s real identity • Device specific: iPhone, iPad & Android • Broad & precise targeting: Gaming (social/online), competitive users, early adopters etc.
Target specific users and look-alikes of those users:
• Use email lists, device ids, fb ids to target via custom & look-alike audiences • Target friends of current users
GROWING THE RIGHT TYPE OF USERS
Downloads per day required to reach top rankings in US app store: !
Top 10: 70,000 downloads per day Top 50: 23,000 downloads per day
CPI vs. eCPI
A Division of
• Refresh Creative 2-3 times per week • Average Facebook ad has a peak CTR in the first 72 hours • 37% of advertisers refresh creative once every 5-14 days
KEEP IT FRESH
A Division of
!
• Impactful imagery: Lifestyle and/or screen shots • Visual: Images with less than 20% text • Action-oriented: Powerful call-to-action
AD CREATION #PROTIP
The economics of media
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Customer Acquisition Cost (CAC) How much you spent to acquire a user !
Life Time Value (LTV) What is the average revenue accumulated over a user’s lifetime
SUSTAINABILITY
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spend paid users CAC =
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UNDERSTANDING YOUR COST OF ACQUIRING A USER
100 10 CAC = = $10/customer
!
K-Factor For each user, how many news ones do they create?
VIRAL LOOP
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spend paid users+(paid users*k) CAC =
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CAC = = $5/customer100 10+(10*1)
DRIVE COST DOWN WHEN YOU DRIVE SOCIAL UP
http://www.dtelepathy.com/blog/design/design-viral-growth
VIRAL LOOP
K = x 20% = 15
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sustainability: CAC <= LTV
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OPTIMIZING FOR GROWTH WHILE FOCUSING ON SUSTAINABILITY
Pre Launch Build Channels Customer Generation Prototype Validation FB Group Launch Rock Kickstarter
Build Momentum Social Media Owned Channels Word of Mouth PR App Store
1+1 = 3 Paid Media (acquisition) Partnerships/Integrations Focus on Sustainable Spend Optimize Viral Loop
World Domination Paid Media Optimize Viral Loop Cross Platform Optimization
GROWING ON A BUDGET
LAST BUT NOT LEAST
• An app’s stickiness is conveyed by the distribution of individual event numbers for a set of users
• The app stickiness metric is a model based on thermodynamics that relates an application to a closed system
• It’s purpose is to establish a benchmark for how sticky an app is and to monitor changes in stickiness based on product or marketing activities
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APP STICKINESS
Temperature (T) = What’s the frequency at
which your users are interacting with the app?
!
Entropy (S) = What’s the tendency of the
population to interact?
!
Potential (Z) = How much is user apathy
holding back your app’s full potential?
!
Energy (U) = What level of energy of user
experience is your app really delivering?
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U = T x (Z - S) is the formula that
measures an app’s “stickiness”
(according to the laws of thermodynamics)
!
The key for any mobile app business is
monitoring changes in product energy U in
response to:
(i) changes in App features
(ii) changes in audience composition (e.g.
month-to-month, campaign-to-campaign,
etc)
APP STICKINESS
APP STICKINESS
