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ASCENDING SCALE: THE MOBILE GROWTH STACK
ANDY CARVELL SENIOR PRODUCT MANAGER, GROWTH, SOUNDCLOUD
MORITZ DAAN PRODUCT MANAGER INTERNATIONAL, SOUNDCLOUD
Mobile Growth Stack
Andy CarvellPM Retention
Moritz DaanPM International
Agenda
1. Growth Team 2. Mobile Growth Stack3. Executing the Stack
SoundCloud’s Growth Team
Acquisition Activation Retention International
“Growth Umbrella” - Product Org, Berlin
Growth
Mobile Growth Stack1
Andy Carvellwww.mobilegrowthstack.com
Cross-sellCross-sell users from web or mobile web to our native apps
Acq
App Store OptimizationLast year: our “own” App Store Now: Google Play
Acq
App (Store) OptimizationIncrease reviews + improve ratings + get feedback + measure NPS
Acq
Todo: ask promoters to actually invite friends & send ‘personal’ push notifications when we launched the feature detractors were asking for
Facebook App invitesTest out new integrations: trying to tap into more referrals with FB App Invites
Acq
RetentionRet
● Experiment-Driven Approach:
○ Multivariate Tests (optimize for key metrics)○ CONTROL GROUPS to prove impact vs all other activity○ Scale what works (based on data)○ Iterate regularly. ○ Retention has slow cycle times: look for early indicators of impact
New User Cohorts
‘Growth Machines’● Onboarding Flows● Activity Notifications● Drip Campaigns● Loyalty Scheme*
Acquire Users Retain Users (prevent churn)Re-Activate Users
● Re-activation Campaigns● Re-targeting
Drip CampaignsAdaptive In-App Messaging to drive desired (engaging) behavior
Act
Activity NotificationsDrive retention & engagement with push notifications
Ret
Todo: use optimized timing, channel delivery, rich push, personalized push based on earlier click behaviour
DeeplinkingCreate a seamless UX and drive installs with deeplinking
Ret
Installed Not installedMobile Web
Todo: automatically bounce people into the app & intelligent deferred deeplinking+ Leverage App Indexing
Localization: ASOTesting with a dummy app for which localized keywords you rank (Apple)
Int
Localization: ASODriving installs with localization of App Store metadata
Int
MoM growth after localization
Russia +376%South Korea +264%Turkey +157%Italy +136%Brazil +98%Belgium +47%Mexico +36%Spain +33%France +28%Germany +23%Netherlands +21%Canada +12%Japan -6%China -15%
Thank you!(Psst. We’re hiring)
www.soundcloud.com/jobs
www.mobilegrowthstack.com