Growth Hacking Mobile Apps: 3 Critical Growth Tactics

1 @urbanairship #growthhacking @urbanairship #growthhacking

June 23, 2016

Growth Hacking Mobile Apps:3 Critical Growth Tactics

2 @urbanairship #growthhacking

Alyssa Meritt Justin DunhamDirector, Strategic Services

Lead, Marketing Technology & Analytics


Today’s Agenda

Introductions

What is Growth Hacking … errr, Marketing?

Growth Tactics:1. Retention: Laying the Foundation from the Very Start2. How (and Why) to Iterate on Your Mobile Campaigns3. Using Mobile Data to Get the Right Customers

Mobile Growth Marketing Key Takeaways & Next Steps


What is Growth Marketing?


12M Users Just 1.5 Years After Launch

--Get your free Email at Hotmail


Marketing: Traditional vs. Growth

Traditional Growth

Product Formal relationship Same team

Goal Sell Strategically drive revenue, retention, etc.

Data “Some things can’t be measured” Data-driven approach

Testing Limited Constant

APIs and Technology

Barrier to be overcome Source of advantage


Growth Marketing & Mobile

Growth Mobile

Product Act as the same team Complete customer experience -- not just a channel

Focus Strategically drive revenue Customer experience

Data Data-driven approach Seamless data collection

Testing Constant Continuous deployment and 1:1 messaging

APIs & Technology

Source of advantage Many opportunities for creative usage to drive better experience; integrations. Omnichannel


Retention: Laying the Foundation from the Very Start


If you invest in growth before you have retention, you’re renting users, not acquiring them.-Tarun Mitra


You’re Not Just Selling

USERBRAND• Reach, engage &

retain customers• Generate repeat

business• Gain user insight• Operational efficiency• Optimal experiences

• Easy & convenient• Save money• Save time• Have fun!• Security• Better deals• Be reminded


Build in Habit

What is bringing them back?


Plan for Retention, Retargeting


How (and Why) to Iterate on Your Mobile Campaigns


How Are You Using Mobile Data Today?

Analytics

• Usage• Path analysis

• Adoption• Events tracking

• Attribution• Usability

Aggregate or User Level Insight

• Preferences• Behaviors• Locations• Lifecycle• Status

Marketing Response

• A/B testing• Retargeting

• Cross channel messaging

ROITargeting, profiling

Messaging, optimizatio

n


How To Get Better Results

● Articulate our guesses● Figure out ways to test them● Act on the data


Example

Hypothesis Test Owner Result

Adding signup to the homepage will drive a 10% increase in conversions to our product

A/B test 2 versions of the homepage to see whether we see that lift

Justin We saw a 5% lift, half from more click-thrus, and half because visitors who saw the signup on the homepage were more likely to signup through normal channels


Three Simple A/B Testing Opportunities 1. Brand voice vs. pure information

A) ”Share your love for the new Pretzel Bacon Cheeseburger combo using #PretzelLoveSongs and we may sing it!" B) ”Pretzel Bacon Cheeseburger is here to stay. Choose combo #2 on the menu."

2. Clear call to action vs. vagueA) ”You can now enjoy $1 off premium cheeseburgers! Tap to redeem."B) ”Hungry? We’ve got local deals."

3. Immediacy vs. value propositionA) ”Your coupon expires today."B) ”There is still time to enjoy $1 premium burgers!"


Individual Results May Vary

Hypothesis

Sale copy will have a higher open rate than thematic copy.

Test

A: Make the most of Summer…B: Camping equipment on sale

Result

A: 23% direct open 11.5% conversion rate

B: 18.6% direct open rate 13.9% conversion rate


Using Mobile Data to Get the Right Customers


Segmentation

● Explicit and implicit user preference● Funnel, frequency, user actions● Find the right segments and grow them


Opt-in >> Convert >> Grow >> Retain >> Reactivate

Acquiring the Customer Building the Relationship Win back

Prospect Customer Super User Best Customer

Recaptured Customer

ReactivationTransactional &

operational

Broadcast

Obtainpermission Loyalty

1:1 triggeredTargeted by segment

Preference/ behaviorbased push

Exclusive rich contentWelcome

Get the opt-in

Value prop

Deals & alerts

Sharing preferences

Aggressive deals/content

Engage Pre-Install

Opportunity

Interstitial education on value prop

Pre-opt in screen

Customer Insight

Engagement Signals Across User Lifecycle

Register


What Are the Attributes of Your Best Users?

ExplorersConverts

Advocates

SkepticsYour App

On and offline marketing

App store discoveryDownloadOpen app

Opt-in to push, locationRegister / key actionPurchase, returnShare & refer a friend

Action

Awareness

ConsiderationPreference


Activation: Find Audiences Primed for Action

Use path analysis to find users that are on the threshold to convert


Referral: Find Your Fans & Encourage Sharing

Drilldown into users that recently active

And find users that also visit frequently


Multiple touch points 6x more valuable.

“The more channels that we can engage in with our customers, the

better the overall value of the customer.”-Tim McCauley,

Senior Director, Mcommerce, Walgreens

Source: eMarketer, January 2013

Cross-Promote & Retarget


Cross-Channel Expansion

Redbox uses email, SMS, Pinterest and Instagram to connect with engaged (and lapsed!) customers.


Lookalikes

Find highly engaged users in your app Upload into Facebook to find more


When the Love is Gone…

Create reengagement campaigns

v

• Identify users that recently uninstalled

• Export a list for an e-mail, or social winback campaign


Mobile Growth Marketing:Key Takeaways & Next Steps


RetainFocus on retentionGive to getBuild in habit

BEST PRACTICE


Start with a hypothesisA/B testOptimize, build on learnings

Test

BEST PRACTICE


Define segments that move your businessExpand your omni-channel reachRecapture users and retarget the right new ones

Segment

BEST PRACTICE


Q&ALuke, we need a slide here that we can sit on while we have Q&A. Also add: “Want more? Check out the online resources in our Content Library for more best practice and benchmark resources.” in smaller text on the slide. Thx!

Q & A

Want more? Check out the resources in our online

Content Library for more best practices and

benchmark reports.


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Growth Hacking Mobile Apps: 3 Critical Growth Tactics

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