Growth hacking mobile app: tips & tricks

Bayram Annakov, Palo Alto, 2014

App in the Air

Many failed transactions

$12 000 000

Growth Hacking?

A mix of

• Focus - you need to know what to look for

• Data - you need data to ask right questions

• Creativity - you need imagination to come up with hypotheses

• Test - this is obvious :)

Focus or I don’t know what I know

Focus areas

• Retention - OMTM

• Virality - viral coefficient (how many users does one user “infect”)

• Visibility - ASO and vendor relations

• Revenue - combine relative and absolute values

Retention

30% do not add flight

Users prefer their own language (same as developers)

Virality

Native iOS sharing

Eye-catching shares

Hall of Fame

Useful framework

Visibility

ASO

flight vs flightsairport vs airports

2x increase in visibility

ASO

• Keywords matter

• No spaces (“flight,airport” vs “flight, airport”)

• Title includes keywords, no need to duplicate

• Localisation

• Frequency of updates

Vendor relations

User reviews

Lessons learned• Ask for review wisely

• Our approach to negative reviews (App Store):

• Nickname

• Naming convention

• Country matters

• Use other app

Revenue

Sell more

Sell often

Recommended reading

• Croll, Yoskowitz “Lean Analytics”

• Wheelan “Naked Statistics”

• Foreman “Data smart”

• Meadows “Thinking in Systems”

bayram @ appintheair.

mobi