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Growth Hacking
For Apps
#APSLondon
@AlexJubienMobile Strategist
ThinkMobile.fr
Pioneer of mobile 12 years ago
Apps & Mobile Startups expert
Previously Head of Mobile at Viadeo
Previously Head of Mobile at Deezer
The Startup of your App
Exponential Growth
Revenue / users
StartUp
Time
Goals
Product / Market fit Gr
owth
Revenue / users
Time
Methodologies
Customer Development
Grow
th H
acki
ng
Revenue / users
Time
& PSYCHOLOGY
Growth Hacking?
Growth Hacking - Resources
• « Growth Hacker is the new VP
Marketing » on AndrewChen.co
• Growth Hacking culture - Slides
• Lean Marketing for Startups - Slides
• GrowthHackers.com
Rallying cry
AAR R R III...
AARRR
ACQUISITION
ACTIVATION
RETENTION
REVENUE
REFERRAL
Startup Metrics For Pirates
AARRR
ACQUISITION
ACTIVATION
RETENTION
REVENUE
REFERRAL
How do users find us?
Do users have a great 1st experience?
Do users come back?
How do we make money?
Do users tell others?
ACQUISITION
ACTIVATION
RETENTION
REVENUE
Love
Growth
Money
REFERRAL
Without Love, There’s No Hope
Growth: Spread The Love
• Acquisition is not (just) about buying users!
• Organic: Spend 0, Get Some
• Paid: Spend 1, Get 1
• Growth hacked: Spend 1, Get Many!
Hack Your Existing Marketing Channels
1
The Issue
A click on a link opens mobile site instead of app that is installed ☹
Deep Linking: The Solution
• Retention: Links opens app directly to a specific section or content (app re-openings)
• Acquisition: If app is not installed, link leads to proper app store (app installs)
Deep Linking at App Promotion Summit
Deep Linking = Your Everything2App
Display Retargeting
Your appOther app
Web2App - GMaps
Mail2App - Linkedin
Landscape
APPURL URX
Article on Apptamin’s blog
App Landing Pages
A Landing Page For Your App
Why is that so important?
• SEO
• Ideally, the link that is shared by users
(rather than app store links)
• PRs and content marketing
• Video, offer, AB testing…
2
Hack Expectation
Coming Soon
• Collect leads / email addresses
• You’ll email them at launch
People Want What They Can’t HaveScarce access and curiosity can make it viral
Invite people for earlier access
Invite only!
Elements of a viral launch page
But
• App stores pages that describe app
• Landing page that describe app
• Similar to having ONLY a description of your
website’s homepage online - Is that all?
3
Hack SEO With App Content
My Little App(by My Little Paris)
My Little App
Classic app details
Carousel of in-app content!
Content Landing Pages
Deezer / Spotify
Artists, albums, playlists, tracks, …
Deezer
Content landing page App
Airbnb
Site with ‘Smart App Banner Proxy’ App
Slideshare
Search App
If app not installed
Google App Indexing
Search in-app contents!
ASO
ASO Basics: Key Factors
• App Name
• Icon
• Average Ratings
Include Keywords In App Name
Include Keywords In App Name
2nd result on ‘Save videos’
• Choose content carefully
• First 2 ones are very important (search result)
• Add marketing messages
• Create effective app screenshots
Screenshots
4
Hack ASO
• Create a mobile web landing page that looks like the app store page
• A/B Test app name, icon, description, screenshots, video preview, price…
Appstore Proxy
AB
Appstore Proxy / Tools
AB
• Create a mobile web landing page that looks like the app store page
• A/B Test app name, icon, description, screenshots, video preview, price…
Hack Ratings & Reviews
5
Stop Begging For Ratings & Reviews
The right way to ask users to review your app
ASO: Hack Ratings
The right way to ask users to review your app
ASO: Hack Ratings
ASO: Hack Ratings
• Encourage high ratings and avoid negative reviews
• Gather feedback and product suggestions
• Turn dissatisfied users into happy users (+good reviews)
LeKiosk use case
!!!
6
Hack Virality
Virality Is All About Word Of Mouth
• Hard to generate artificially
• Sharing on social networks = digital version of WoM
• Mutual benefit for sharer and viewer
• How psychology behind WoM works
Download Deezer
Launch App
Social2App
App Store
App
acqu
isition
retention
Viral Loop
App Store
App
acqu
isition
retention
Get your users advertising for you
Ease Content SharingDeep into the product
Deezer Meetup
Ease App Sharing
• Google ‘App Invites’ make recommending cool iOS and Android apps more personal - link • Don’t forget email and SMS!
• Facebook app invites - link
7
Hack Referral
• Symmetric bonuses - « Give 10£, Get 10£ »
• Streamline and optimize the whole flow
• Choose the right moment to push it
Referral Program
Slides - Optimize your referral flow
Make it personal!
Mix It All Together -
Case Of Consult (app for healthcare professionals)
ASO
Ease Content Sharing
Native Prompts
Collect Feedback
Ratings
And Sharings!
25% 75%
So, are these slides useful to you?
Could be better…
Feedback (just send me an email)
Share (useful for others!)
Definitely!
You might also like:
http://fr.slideshare.net/AlexandreJubien/mobile-‐revolution-‐44980072
#MobileRevolution
http://fr.slideshare.net/AlexandreJubien/mobile-‐product-‐build-‐great-‐apps-‐producttank-‐paris-‐17
ThinkMobile Newsletter (Mobile, Innovation, Startups)
ajubien @AlexJubien
Alex JubienMobile Strategist
ThinkMobile.fr