by Adrien Montcoudiol (@adrienm)

“MOBILE IS EATING THE WORLD”

Ben Evans

I think the biggest mistake we made as a company is being too much on HTML5 as opposed to native.

“

(Facebook’s first mobile app was on HTML5)

Go mobile first !

or at least be mobile friendly

first of all: build the best product

user testing

!

individual testing ongoing

Goals: Test perception and usability

user testing

!

individual testing ongoing

Tools & Resources: !Guide: bit.ly/individualtesting UserTesting (Free: Peek) LookBack.io

Typical setup

user testing

!

qualitative testing 6 months before launch

Goals: Gather 50-150 beta users you can talk to on a regular basis.

Search for hooks (3 days of active use) & must-haves (3 weeks) Identify core product value.

user testing

!

qualitative testing 6 months before launch

Tools: !Testflight (up to 1000 beta testers for free based on email address) Diawi PreApps (community of early adopters)

user testing

!

quantitative testing 4 months before launch

Goals: Test your app with 5-10k unbiased users.

Get actionnable stats on conversion rates and retention. !

user testing

!

quantitative testing 4 months before launch

Great Case Study (Tempo AI): !bit.ly/tempotesting

launch: create excitement

Mailbox Case Study

Dec 2012: The Viral Video

Originally, Mailbox planned to charge $3 for the app, but that changed after its debut video attracted more than 1

million views. !!

“We originated too much interest too fast,” Underwood said.

!!

So instead of charging on day one and potentially crashing its servers (which would greatly damage the brand), the

team decided to make the app free but give people access at a slower rate.

The bandwagon effect

“The bandwagon effect is a phenomenon whereby the rate of uptake of beliefs, ideas, fads and trends increases the more that

they have already been adopted by others.” (Wikipedia)

The best email app you’ll ever use.“

acquired by dropbox for $100mm

If you are not embarrassed by the first version of your product, you've launched too late.

- Reid Hoffman.

“

only if you’re looking for product-market fit.

pr

Make their job easy

PRPERFECT EMAIL TO BLOGGERS: SHORT & INFORMATIVE

!What is your app: 3 lines Why it is cool: 3 lines Link to App Store (generic > your landing page) Pictures Youtube video link (appears on Gmail) No PDF or word document !Good timing: early in the week (avoid Apple keynote…) Great timing: newsjacking (ex: Lima during NSA scandal)

PRRESOURCES:

!Great guide to PR: bit.ly/guidetopr

List of blogs to get reviews: bit.ly/getappreviews !

TOOLS: !

BuzzSumo Little Bird / NeoReach

PlaceIt

apple featuring

1.2 million apps

Where you want to be

2013: 700 000 downloads

last week of 2013 (featured): 2.8 Million downloads

Build a great app (excellent UI & UX) Use latest iOS innovations: iCloud, Game Center, Passbook, Apple Pay, Touch ID. Be universal: iPhone and iPad, EN/FR/ES/DE/IT iOS only Get in touch with Apple: 3 weeks before, at least.

increase chances

APP STORE MARKETING

What matters most? !

1. description (25%) 2. reviews (24%) 3. images (23%) 4. stars (13%) 5. icon (13%)

AB Testing tool for App Store content: StoreMaven

App Store: !- Keywords in the app’s keyword set - Keywords in the app’s title - Nb of downloads on a specific period of time - Rating

Google Play Store: !- Total nb of downloads - App quality (engagement, uninstalls…) - Rating - Keywords - Nb of backlinks - Social proof (G+ & FB)

Ranking algorithm

RESOURCES: AppCodes, AppAnnie, bit.ly/asocheatsheet

LOCALIZATION

After a week for iPhone. (Study based on 200 apps, 2012 - Distimo)

the immediate impact of adding the native language

DOWNLOADS REVENUE

7 languages = 76% of the market

LOCALIZATION

English, Chinese, Japanese, Spanish, German, French, Russian

ASO is useless

app REVIEWS

REVIEWS

Ask the most engaged users.

REVIEWS

Learn from unsatisfied users.

REVIEWS

Apptentive / Helpshift: in-app feedback and rating prompts

REVIEWS

Fight negative reviews.

App in the Air tactics: find them and change their mind: - look for the nickname on Google - naming convention: “jdoe” => search “doe” in DB - use country in search - use social apps commented by this user

paid acquisition

Boost launch with ads

Many downloads on a short period of time enable apps to rank

high very fast.

US: top 10 overall = 40-50k

downloads daily !

FRANCE: top 10 overall = 12-15k

downloads daily

Source: Distimo

most popular platformsFacebook Ads

Twitter Ads Adsense Display

AdMob Tapjoy

Appsfire

opportunitiesHyper targeting with deeplinking.

performance tracking tools

!

MobileAppTracking TapStream Appsflyer

soon: new itunes connect analytics

User Activation

20% of your “users” will open your app

only once

Source: Localytics

you should spend 50% of your work on the first 60 seconds on

your app

!

!

During the sign up flow, you have more attention from your users than you will ever

again. Don’t make it as short as possible! Help them learn the product in a

meaningful way.

Onboarding goals:

!

1. Explain how your application works.

2. Motivate your users to get started.

3. Let your users know how to get help, if and when they need it.

Onboarding goals:

Resources

Inspiration: UXArchive, Mobile Patterns, Pttrns, Android Niceties, Little Big Details !

AB testing tools: Leanplum, Apptimize

activation =

Aha moment

have them experience asap the core value of your product

Facebook: 10 friends (goal: 7 days) Twitter: following 30 people

Fake it till you make it

Reddit created fake users to generate fake activity: it made it easier for new users to understand what

was Reddit for.

Virality

sharing =

win-win incentive

Uber: give $20 and get $20 Google Inbox: give exclusive invite and look cool

integrate with existing networks

80% top grossing US apps use Facebook login. !

+26% increase in engagement

Source: http://slidesha.re/1EDpRRC

Tap in the address book

Have people send SMS invitations to their friends containing the download link and experience conversion rates

from 30 – 50%.

Source: http://bit.ly/1udykIh

social media

Twitter App Cards (Free)

Smart App Banner

social media

adapt to your target

Example: Rooms (by Facebook)

Weird QR code invitation system

wHY??

“You can't share a URL on Instagram or Snapchat Chat, but you can share a photo. We knew the novelty of screenshoting would be our biggest

hurdle but also saw once people learned it became our A+ feature.”

!

Josh Miller (Product at FB)

bring the experience to non-users

Blab enables non-users to watch videos sent by users without downloading the app.

bring the experience to non-users

Tinder’s matchmaker enables non-users to be matched with other people by friends using the app.

Personalization

+25% bookings

Tools: Yozio,

Branch.io

track & optimize every metric!

sharing rate = senders / signups

spread rate = recipients / sender

click rate = clicks / recipient

referral conversion rate = registrations / click

viral coefficient over a period of time by channel

retention: The biggest mobile

challenge

don’t fill a leaking bucket

“retention is king”

Read Jamie Quint’s great article: http://bit.ly/retentionisking

65% of people stop using apps three

months after install !

(Appboy)

(Flurry)

understand your users

1. Isolate the most active users 2. Analyse their data, talk to them and find patterns. 3. Analyse the lest active users and find patterns. 4. Encourage active behavior 5. Optimize

understand your users

Twitter: way better results when 1/3 of the people you follow get to follow you back.

Secret: 90% of users that engage in a conversation come back within the week, often

several times per day.

external Engagement tactics

1. Push notifications 2. App updates 3. Badging 4. Emails

Push notifications

Timely + personal = win

Tools: Parse Push, Appboy

Push notifications

Ask for authorization before pushing the pop up.

Push notifications

Push notifications examples

Push notifications examples

Push notifications examples

Timely + personal = win

People will love them and share them.

again:

why email is still key:

App Updates

Brand building

build an engaging product

gamification

Foursquare

Rivalry is a great motivating factor, which is why the best online businesses have learned to harness it. Collecting points, chasing people in rankings and co n t r i b u t i n g t o co m m o n results keep users engaged.

Create a habit

Shopkick (in-store discounts)

Problem: most people don’t go shopping every day. Solution: redesign the app for a daily use to create an habit. So they launched a feed of discounts on the app and they focused on content. It may not be the core value of the product, but it creates habit and more people then open the app in store.

in a nutshell

1. build your product right 2. understand your users 3. optimize

sources (and resources):http://ben-evans.com/#blog https://appmarketingdaily.com/ https://medium.com/@bayramannakov http://iosdevweekly.com/ http://andrewchen.co/ http://sarlitt.me/ http://michaelvallez.com/ http://cafe-numerique.com/ (FR) http://blog.appcod.es/ http://apptamin.com/blog/ http://appmarketer.co/ http://trademob.com/blog/ http://asoprofessional.com/ http://insidemobileapps.com/ http://info.localytics.com/blog

Get the best articles and tools on mobile growth marketing:

http://mobilegrowth.launchrock.com

Thank you!

If you need help or want to chat about your mobile growth strategy:

!

amontcoudiol@gmail.com @adrienm