Growth Hacking des Apps - #Appdays2016

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  • http://www.appdays.fr/http://www.appdays.fr/http://www.appdays.fr/http://www.appdays.fr/http://www.appdays.fr/http://www.appdays.fr/http://www.appdays.fr/http://www.appdays.fr/http://www.appdays.fr/http://www.appdays.fr/http://www.appdays.fr/http://www.appdays.fr/http://www.ThinkMobile.fr

  • @AlexJubienMobile Strategist

    ThinkMobile.fr

    Pioneer of mobile 13 years ago

    Apps & Mobile Startups expert

    Previously Head of Mobile at Viadeo

    Previously Head of Mobile at Deezer

    Speaker, Lecturer, Trainer, Startups Coach & Advisor

    https://twitter.com/AlexJubienhttp://www.thinkmobile.frhttp://www.thinkmobile.fr

  • Growth Hacking ?

  • Growth Hacking

    Du marketing qui fait plus appel

    la technique et la psychologie

    quau budget !

  • & PSYCHOLOGY

    Growth Hacking

  • Tout sur le Growth Hacking

    Exemples clbres Thorie Pratiques Outils Ressources

    Slideshare GrowthHacking

    http://fr.slideshare.net/AlexandreJubien/growth-hacking-at-spn

  • Cri de ralliement

    AAR R R III...

  • AARRR

    ACQUISITION

    ACTIVATION

    RETENTION

    REVENUE

    REFERRAL

    Startup Metrics For Pirates

    http://fr.slideshare.net/dmc500hats/startup-metrics-for-pirates-long-version

  • AARRR

    ACQUISITION

    ACTIVATION

    RETENTION

    REVENUE

    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?

    REFERRAL

  • ACQUISITION

    ACTIVATION

    RETENTION

    REVENUE

    Love

    Growth

    Money

    REFERRAL

    Without Love, Theres No Hope

  • Finding Love

  • Courbe dadoption

    time

    10, 100, 500, 2000, 10 000, Millions

  • Finding Love

    Travailler dabord avec 50 early adopters

    Article Les Echos Business / Customer Development : Comment crer une application mobile succs

    Applicable y compris pour les nouvelles fonctionnalits

    Product / Market fit (cf article #StartupLessons Deezer)

    http://business.lesechos.fr/directions-numeriques/0204271377629-comment-creer-une-application-mobile-a-succes-109715.phphttp://www.thinkmobile.fr/blog/-deezer-story-1-pivots-productmarket-fit

  • Landing page

    Coming Soon

    Recruter des Bta testeurs

    Collecter des adresses emails

    Les prvenir au lancement

  • Brise glace

    iOS ou Android : choisir une plateforme comme fer de lance

    Quand on dveloppe en parallle, on rencontre les problmes 2 fois

    Appdays 2015 : Comment oprer votre transformation mobile

    http://www.slideshare.net/AlexandreJubien/comment-oprer-votre-transformation-mobile-aux-appdays

  • Join the Android Beta

    snips

  • Bta

    1 mois minimum

    Echanger avec les Bta testeurs au max

    Permet de prendre confiance dans le produit

  • Soft Launch

    Tout valider / tester dans un petit pays, avant de voir plus grand

    Pour France : Suisse ou Belgique

    Pour US : Australie ou Nouvelle Zlande

    Cible

    Soft launch

  • Growth: Spread The Love

    Lacquisition ce nest pas (seulement) acheter des utilisateurs !

    Organique : Dpenser 0, Avoir un peu

    Payant : Dpenser 1, Avoir 1

  • Growth: Spread The Love

    Lacquisition ce nest pas (seulement) acheter des utilisateurs !

    Organique : Dpenser 0, Avoir un peu

    Payant : Dpenser 1, Avoir 1

    => Growth hack : Dpenser 1, Avoir plein !

  • Cycle

    Find Love

    Scal

    e (d

    ont a

    chat

    md

    ia)

    Users

    Time

    Growth Hack

  • Acquisition

    Comment les utilisateurs dcouvrent-ils notre app ?

  • Landing Page dApp

    SEO / SEM, social mdia

    Idalement, le lien partag par les utilisateurs

    RPs et inbound marketing

    Vido, offre, AB testing,

  • Text Me The App

  • Text Me The App

    https://www.linktexting.com/

  • Degr dengagement ?

  • Upselling par email

  • ASO

    /

    App Store Optimisation

    MobileGrowth.org - ASO Best Practices

    https://mobilegrowth.org/discussions/thread/this-thread-is-to-discuss-best-practice-of-aso/?targetid=511&targettype=reply

  • Bien choisir le contenu

    Les 2 premiers sont ++ importants (recherche)

    Ajouter les messages marketing

    Screenshots

  • Mots cls dans le nom de lapp

    50 caractres

  • Mots cls dans le nom de lapp

    2nd rsultat sur Save videos

    50 caractres

  • Description et Mises jour

    1res phrases trs importantes

  • Description et Mises jour

    1res phrases trs importantes

    Opportunit de communication

    Discours Marketing Description concise

    des changements

  • Keywords / best ASO tools

    https://www.apptweak.com/https://www.mobileaction.co/https://www.appannie.com/fr/https://www.appannie.com/fr/https://www.appannie.com/fr/https://www.appannie.com/fr/https://www.appannie.com/fr/https://www.appannie.com/fr/https://www.appannie.com/fr/https://www.appannie.com/fr/https://www.appannie.com/fr/https://www.appannie.com/fr/https://www.appannie.com/fr/https://www.appannie.com/fr/https://www.appannie.com/fr/https://www.appannie.com/fr/https://www.appannie.com/fr/https://www.appannie.com/fr/https://www.appannie.com/fr/https://www.appannie.com/fr/https://www.appannie.com/fr/

  • Au moins FR + EN

    Description

    Keywords

    Localiser les screenshots !

    Localisation

  • Arrtez de mendier les notes et reviews !

  • Hacker les notes de lapp

    The right way to ask users to review your app

    https://medium.com/circa/the-right-way-to-ask-users-to-review-your-app-9a32fd604fca

  • The right way to ask users to review your app

    Hacker les notes de lapp

    https://medium.com/circa/the-right-way-to-ask-users-to-review-your-app-9a32fd604fca

  • Use case LeKiosk

    !!!

  • Au bon moment / au bon endroit

  • App Store

    =

    Pas dA/B testing

  • Crer une landing page web mobile qui ressemble la page app store

    A/B Tester le nom de lapp, licne, la description, les screenshots, le prix,

    Appstore Proxy

    AB

  • Appstore Proxy / Tools

    AB

    Crer une landing page web mobile qui ressemble la page app store

    A/B Tester le nom de lapp, licne, la description, les screenshots, le prix,

  • Getting Featured

    21 Ways to Get Your App Featured on the App Store

    http://www.oneskyapp.com/blog/app-store-feature/

  • SEO et Deep Linking - Slideshare

    Search App

    If app not installed

  • Deezer / Spotify

    Artists, albums, playlists, tracks,

  • Deep Linking = Your Everything2App

  • Le Problme

    Un click ouvre le site mobile au lieu de lapp qui est installe

  • Web2App - GMaps

  • Mail2App - Linkedin

  • Making mobile experiences work the way they should

    Update on Deep Linking in 2016

    https://branch.io/http://www.thinkmobile.fr/blog/update-on-deep-linking-in-2016

  • Really Smart Banner

    A Free Smart App Banner for Android and iOS

    https://blog.branch.io/a-free-smart-app-banner-for-android-or-ios-with-install-attribution

  • Activation

    Est-ce que les utilisateurs ont une bonne premire exprience ?

  • ASO Screenshots / Onboarding

  • Mettez plus deffort sur les 1ers contacts avec votre service (login, sign-up, home screen)

    Onboarding

  • Testez rgulirement lexprience pour un nouvel utilisateur

    Upsell des fonctionnalits / appels laction

    Onboarding

  • Chatbot / Onboarding

  • A/B testing & UX tools

    https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://www.azetone.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://apptimize.com/https://www.appsee.com/https://www.leanplum.com/https://www.leanplum.com/https://www.leanplum.com/https://www.leanplum.com/https://www.leanplum.com/https://www.leanplum.com/https://www.leanplum.com/https://www.leanplum.com/https://www.leanplum.com/https://www.leanplum.com/https://www.leanplum.com/https://www.leanplum.com/https://www.leanplum.com/https://www.leanplum.com/https://www.leanplum.com/https://www.leanplum.com/https://www.leanplum.com/https://www.leanplum.com/https://www.leanplum.com/https://www.leanplum.com/https://www.leanplum.com/https://www.leanplum.com/https://www.leanplum.com/https://www.leanpl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  • Retention

    Est-ce que les utilisateurs reviennent (rgulirement) dans lapp ?

  • Deezer

    Content landing page App

  • App Indexing

    Search2App

  • Push Notifications

  • Personnalisation / CRM

    Guide de la MMAF.fr

    http://www.mmaf.fr/publication/guide-push-notifications-mode-demploi-2015/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/http://fr.followanalytics.com/

  • Push notifs : Demandez la permission lgamment

    The right way to ask iOS users for permissions

    http://techcrunch.com/2014/04/04/the-right-way-to-ask-users-for-ios-permissions/

  • Interactive / Micro Moments

  • Revenue

    Comment est-ce quon gagne de largent ?

  • Gratuit = a ne vaut rien

    Hors ce que vous donnez gratuitement a de la valeur

    Mettez un pied dans la porte !

  • Paywall VS Stairs

    Gratuit

    PayantMur trop grand franchir !

  • Paywall VS Stairs

    Payant

    Gratuit Cration du compte

    Remplissage profil

    Partage

  • Exemples

    Unlock du niveau 2 dun jeu si partage de lapp

    Partage de lapp pour accs du contenu

    Partage dun contenu pour plus de contenu

    Doubler les rewards dun jeu si visionnage dune vido de pub (choisie parmi 3)

  • Referral

    Est-ce que nos utilisateurs parlent de notre app ?

  • Bonus symtrique Offrez 10, Obtenez 10

    Optimisez tout le flux

    Choisissez le bon moment pour le pousser

    Programme de parrainage

    Slides - Optimize your referral flow

    http://fr.slideshare.net/mattangriffel/9-ways-to-optimize-your-referral-flow

  • Make it personal!

    https://branch.io/higher-activation-rates/

  • Notes

  • Et partages !

    25% 75%

  • Faciliter le partage de contenus

    Deezer Meetup

  • Faciliter le partage de contenus+ SMS et email !

    Deezer Meetup

  • Download Deezer

    Launch App

    Deep Linking / Social2App

    App Store

    App

    acqu

    isition

    retention

  • Boucle Virale

    App Store

    App

    acqu

    isition

    retention

    Get your users advertising for you

    http://www.apptamin.com/blog/app-viral-loop/

  • Virality Is All About Word Of Mouth

    Partage sur rseaux sociaux = bouche oreille digital

    Difficile gnrer artificiellement

    Bnfice mutuel pour celui qui partage et celui qui reoit

    Interviewez vos utilisateurs - parlent ils de votre app ?

    Comment ? Avec quels mots ?

    How psychology behind WoM works

    https://medium.com/evergreen-business-weekly/how-psychology-behind-word-of-mouth-growth-works-5b3db2d19683

  • Si vous ne deviez tudiez quune seule app

  • Books

  • Mobile Growth Community Slideshare Branch Slideshare Adrien Montcoudiol Blog Apptamin Blog Andrew Chen GrowthHackers Community

    Ressources

    https://mobilegrowth.org/http://fr.slideshare.net/branchmetrics/http://fr.slideshare.net/amontcoudiol/http://www.apptamin.com/blog/http://andrewchen.co/https://growthhackers.com/tags/mobile-apps

  • ThinkMobile Newsletter (Mobile, Innovation, Startups)

    ajubien @AlexJubien

    Alex JubienMobile Strategist

    ThinkMobile.fr

    http://eepurl.com/yCS4vhttp://eepurl.com/yCS4vhttps://www.linkedin.com/in/alexjubienhttps://twitter.com/AlexJubienhttps://www.linkedin.com/in/alexjubienhttps://twitter.com/AlexJubienhttp://en.thinkmobile.fr