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How to turn your app into a mobile growth engine
UNLOCKING APP SUCCESS
MEET YOUR HOST
Annum Munir @annummunir
Content Marketing Manager
P.S. Check out our app marketing blog!
.com/blog
#AppAnswers
CEO
Alex Austin @branchmetrics
MEET YOUR SPEAKERS
Josh Todd @localytics
CMO
Closed-loop app
analytics &
marketing software
Josh Todd @localytics
CMO CEO
Alex Austin @branchmetrics
Growth-focused, cross-channel mobile links
MEET YOUR SPEAKERS
1. The Reality of Building a Successful Mobile Business
2. What is a Mobile Growth Engine? 3. How to Turbo-Charge the Mobile Engine 4. Next Steps and Q&A
AGENDA
Stage 1: Awareness Stage 2: Download Stage 3: Activation Stage 4: Share
THE Reality OF BUILDING A MOBILE APP BUSINESS
Building a successful mobile app business is like running in a marathon … “
… and then fighting a sumo wrestler. ” - Alex Austin, Branch Metrics
EVEN IF YOU BEAT
THE OTHER
50,000 APPS IN THE RACE TO THE
APP STORE …
In Round 2, when you’re fighting to earn and engage users ...
Your new app The other 1.4 million apps already in Apple’s App Store
Vs.
… you will likely be eliminated by the incumbent professionals.
The existing heavyweight apps people already love
Vs.
84% Of people’s time on their smartphones is spent using just 5 apps
Source: TechCrunch, 2015
UNLESS
YOU BUILD A
MOBILE GROWTH ENGINE
WHAT IS A MOBILE Growth ENGINE?
THE MOBILE GROWTH ENGINE
Cyclical process that causes people to
download your app, meaningfully
engage with it, and then
promote your app.
THE MOBILE GROWTH ENGINE
Awareness
Download Activation
Share
(How you get attention)
(How you engage users)
(How you increase virility)
(How you earn users)
STAGE ONE: GENERATE Awareness
HOW CAN YOU GET
PEOPLE TO
NOTICE YOUR APP?
THE MOBILE GROWTH ENGINE
Awareness
Download Activation
Share
Paid & affiliate campaigns
Blood, sweat, tears Organic channels
ORGANIC CHANNELS For Driving Awareness
ORGANIC CHANNELS: APP STORE OPTIMIZATION
Optimize your app store
listing
Gain visibility in app store
searches
ORGANIC CHANNELS: WEBSITE
Redirect mobile website traffic to your app
ORGANIC CHANNELS: EMAIL
Encourage email subscribers to download
your app
53% of emails are opened on a
mobile device.
Source: Litmus, 2015
ORGANIC CHANNELS: SOCIAL MEDIA
Promote your app on social platforms
ORGANIC CHANNELS: PR
Earn media coverage by highlighting how your app
is different
PAID CHANNELS For Driving Awareness
PAID CHANNELS: MOBILE ADS
Work with a mobile advertising company to place
targeted ads in other apps
Thanks for joining Aus0n on TwoDots! Get started with some extra free Moves & Bombs on us!
Use a link that stores meta-data from Yummly’s shopping cart
PAID CHANNELS: AFFILIATE CAMPAIGNS
Share & Get Free Moves!
Call it Quits!
New user is brought to items from Yummly recipe upon first opening Instacart
PAID CHANNELS: AFFILIATE CAMPAIGNS
The 1st stage of the mobile growth engine is about GENERATING TRAFFIC to your app store listing.
STAGE TWO: MONITOR Downloads
WHICH AWARENESS
CHANNELS ARE BRINGING IN THE
USERS?
MOST VALUABLE
THE MOBILE GROWTH ENGINE
Awareness
Download Activation
Share
Gauge success of organic and paid campaigns
Measure user acquisition
HOW TO MEASURE Organic Downloads
ORGANIC CHANNELS: ATTRIBUTION
Replace each link that points to your app with a uniquely tagged link
HOW TO MEASURE Paid Downloads
PAID CHANNELS: ATTRIBUTION
Use an app analytics platform that partners with major ad networks to track user acquisition campaigns
BUT REMEMBER
NOT EVERYONE WHO DOWNLOADS YOUR APP WILL BECOME
A USER.
Source: Localytics, 2015
Of users only use an app ONCE.
25%
Source: Localytics, 2014
60% The likelihood that an app user who doesn’t return within 7 days will NEVER COME BACK.
The 2nd stage of the mobile growth engine is about MONITORING
both the QUANTITY & QUALITY OF USERS from each channel.
STAGE THREE: ACTIVATE Users
HOW CAN YOU
USERS? ENGAGE
THE MOBILE GROWTH ENGINE
Awareness
Download Activation
Share
Personalized onboarding Email
Push & in-app messages
Remarketing
1. PERSONALIZED ONBOARDING For a Socially Relevant Signup Process
PERSONALIZED ONBOARDING: REFERRAL REWARDS
Offer discounts/freebies to users for inviting friends
Personalized Onboarding
PERSONALIZED ONBOARDING: WELCOME SCREEN
Regular Onboarding
78% Conversion to
signup
Source: Branch Metrics, 2015
2. PUSH MESSAGES For Latent Users
PUSH MESSAGES: TO HOMESCREEN
Motivate inactive users to return to your app with targeted, carefully
timed, and well-written copy
88% MORE Users with push enabled have
app launches.
Source: Localytics, 2014
3. IN-APP MESSAGES For Nurturing Users
IN-APP MESSAGES: DRIVE CONVERSIONS
Move users further along funnels to ultimate in-app action with
beautiful, branded, in-app creatives
4X HIGHER
In-app messages presented based on an event have
conversion rates.
Source: Localytics, 2015
4. REMARKETING For Retention & Upselling
REMARKETING: MOBILE ADS TO EXISTING USERS
Show current users ads based on how they’ve previously engaged
with your brand
48% OF USERS Great for reaching the
who opt out of push notifications.
Source: Localytics, 2014
5. EMAIL For Building Deeper Relationships
EMAIL: CROSS CHANNEL MARKETING
Treat users with richer, longer form content that is dynamic,
carefully scheduled, and contains relevant calls-to-action
4,300%. Email marketing has an ROI of
Source: Copyblogger, 2014
The 3rd stage of the mobile growth engine is about
MEANINGFULLY ENGAGING & RETAINING users.
STAGE FOUR: IGNITE Social Sharing
HOW CAN YOU
SPARK WORD OF MOUTH?
THE MOBILE GROWTH ENGINE
Awareness
Download Activation
Share
Social activity feed
Exclusive referral perks Contextual deep links
1. CONTEXTUAL DEEP LINKS For App Content Sharing
CONTEXTUAL DEEP LINKS: SEND CONTENT REFERENCES
Allow users to share links to specific content in an app
2. EXCLUSIVE REFERRAL PERKS For Triggering VIP Installs
EXCLUSIVE REFERRAL PERKS: PASS ON SPECIAL TREATMENT
Give existing members perks to share exclusively
with friends
3. SOCIAL ACTIVITY FEED For Creating Social Proof
SOCIAL ACTIVITY FEED: A PLACE TO SHARE APP USE
Encourage users to share in-app activities and accomplishments to
inspire and compete with their friends
The 4th stage of the mobile growth engine is about
MOTIVATING LOYAL USERS TO SHARE your app.
HOW TO Turbo-Charge YOUR MOBILE GROWTH ENGINE
TODAY
Building a successful mobile app business is like running in a marathon … “
… and then fighting a sumo wrestler. ” - Alex Austin, Branch Metrics
TOMORROW
YOU WILL BE ABLE TO PREDICT AND ANTICIPATE
HIS MOVES.
PREDICTIVE APP MARKETING: THE FUTURE
Awareness
Download Activation
Share
Predict Machine learning
Predictive insight into user behavior & auto-
optimization
Understand your
app user’s intent before he or she
acts.
Adjust your app
marketing accordingly to
reduce churn risk and improve conversions.
NEXT STEPS Further Reading
THE 2015 APP MARKETING GUIDE
READ NOW
#AppAnswers Q&A
