Growth Hacking

For Apps

#W2C15

@AlexJubienMobile Strategist

ThinkMobile.fr

Pioneer of mobile 12 years ago

Apps & Mobile Startups expert

Previously Head of Mobile at Viadeo

Previously Head of Mobile at Deezer

The Startup of your App

Exponential Growth

Revenue / users

StartUp

Time

Goals

Revenue / users

Grow

th

Time

Product / Market fit

Methodologies

Customer Development

Grow

th H

acki

ng

Revenue / users

Time

& PSYCHOLOGY

Growth Hacking?

Growth Hacking - Theory

• « Growth Hacker is the new VP

Marketing » on AndrewChen.co

• Growth Hacking culture - Slides

• Lean Marketing for Startups - Slides

• GrowthHackers.com

Growth Hacking - Tools & Tactics

• The ultimate growth hacking sourcebook

• 29 B2B Growth Hacks - The ultimate list

GrowthTools.io

Famous growth hacks

PRs, SEO, and Viral Loops

Rallying cry

AAR R R III...

AARRR

ACQUISITION

ACTIVATION

RETENTION

REVENUE

REFERRAL

Startup Metrics For Pirates

AARRR

ACQUISITION

ACTIVATION

RETENTION

REVENUE

REFERRAL

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?

ACQUISITION

ACTIVATION

RETENTION

REVENUE

Love

Growth

Money

REFERRAL

Without Love, There’s No Hope

Growth: Spread The Love

• Acquisition is not (just) about buying users!

• Organic: Spend 0, Get Some

• Paid: Spend 1, Get 1

• Growth hacked: Spend 1, Get Many!

Hack Your Existing Marketing Channels

1

The Issue

A click on a link opens mobile site instead of app that is installed ☹

Deep Linking: The Solution

• Retention: Links opens app directly to a specific section or content (app re-openings)

• Acquisition: If app is not installed, link leads to proper app store (app installs)

Deep Linking at App Promotion Summit

Deep Linking = Your Everything2App

Display Retargeting

Your appOther app

Web2App - GMaps

Mail2App - Linkedin

Landscape

APPURL URX

Article on Apptamin’s blog

App Landing Pages

A Landing Page For Your App

Why is that so important?

• SEO

• Ideally, the link that is shared by users

(rather than app store links)

• PRs and content marketing

• Video, offer, AB testing…

2

Hack Expectation

Coming Soon

• Collect leads / email addresses

• You’ll email them at launch

People Want What They Can’t HaveScarce access and curiosity can make it viral

Invite people for earlier access

Invite only!

Elements of a viral launch page

But

• App stores pages that describe app

• Landing page that describe app

• Similar to having ONLY a description of your

website’s homepage online - Is that all?

3

Hack SEO With App Content

My Little App(by My Little Paris)

My Little App

Classic app details

Carousel of in-app content!

Content Landing Pages

Deezer / Spotify

Artists, albums, playlists, tracks, …

Deezer

Content landing page App

Airbnb

Site with ‘Smart App Banner Proxy’ App

Slideshare

Search App

If app not installed

Google App Indexing

Search in-app contents!

#SMXParis: 2015 est l’année de l’App Indexing

ASO

ASO Basics: Key Factors

• App Name • Icon • Average Ratings

The Ultimate 2015 App Store Optimisation Cheat Sheet

Include Keywords In App Name

Include Keywords In App Name

2nd result on ‘Save videos’

• Choose content carefully

• First 2 ones are very important (search result)

• Add marketing messages

• Create effective app screenshots

Screenshots

4

Hack ASO

• Create a mobile web landing page that looks like the app store page

• A/B Test app name, icon, description, screenshots, video preview, price…

Appstore Proxy

AB

Appstore Proxy / Tools

AB

• Create a mobile web landing page that looks like the app store page

• A/B Test app name, icon, description, screenshots, video preview, price…

Hack Ratings & Reviews

5

Stop Begging For Ratings & Reviews

The right way to ask users to review your app

ASO: Hack Ratings

The right way to ask users to review your app

ASO: Hack Ratings

ASO: Hack Ratings

• Encourage high ratings and avoid negative reviews

• Gather feedback and product suggestions

• Turn dissatisfied users into happy users (+good reviews)

LeKiosk use case

!!!

And on the web?

How to Reduce Churn by 50% and Increase Customer Happiness with NPS Processes

6

Hack Virality

Virality Is All About Word Of Mouth

• Hard to generate artificially

• Sharing on social networks = digital version of WoM

• Mutual benefit for sharer and viewer

• How psychology behind WoM works

Download  Deezer

Launch  App

Social2App

App Store

App

acqu

isition

retention

Viral Loop

App Store

App

acqu

isition

retention

Get your users advertising for you

Ease Content SharingDeep into the product

Deezer Meetup

Ease App Sharing

• Google ‘App Invites’ make recommending cool iOS and Android apps more personal - link • Don’t forget email and SMS!

• Facebook app invites - link

7

Hack Referral

• Symmetric bonuses - « Give 10£, Get 10£ »

• Streamline and optimize the whole flow

• Choose the right moment to push it

Referral Program

Slides - Optimize your referral flow

Make it personal!

Mix It All Together -

Case Of Consult (app for healthcare professionals)

ASO

Ease Content Sharing

Native Prompts

Collect Feedback

Ratings

And Sharings!

25% 75%

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ajubien @AlexJubien

Alex JubienMobile Strategist

ThinkMobile.fr