Mobile Growth Hacking - How to Grow Your Mobile App

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@morganb growthhackers.com 1 Building a Mobile Growth Engine February 18, 2015

Transcript of Mobile Growth Hacking - How to Grow Your Mobile App

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Building a Mobile Growth EngineFebruary 18, 2015

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Growth is Everything

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Growth Is Everything

Gabriel Weinberg – DuckDuckGo

“Most startups don’t fail at building a product. They fail at acquiring customers.”

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Growth Is Everything

McKinsey & Co. studied 3,000 software companies with different growth ratesHigh-growth companies deliver 5x greater returns than medium growth companiesSupergrowers (CAGR > 60% at $100m mark) were 8x more likely to reach $1BIncrease in growth rates drive 2x the market capitalization as margin reduction in companies < $4BNo correlation between cost & growth rates

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About Me

•15 year startup growth veteran

•Wrote Startup Growth Engines with Sean Ellis

•My hobby is studying fast growing companies

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The Startup Pyramid

Great product is the table stakes for growthProduct/market fit determines your opportunityDon’t try to scale until you have solid retention metrics and/or qualitative feedback

Product/Market Fit

Stack the Odds

Grow

Source: Sean Ellis

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@stuartkhall

•Maker of 7 Minute Workout

•2.3 million downloads

•$72k in profit

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Get the Model Right

Penny Gap is even greater in mobileTop downloaded apps are all free with in-app purchases (except for Minecraft)Stuart Hall’s 7 Minute Workout saw a 3x revenue bump going from paid to IAP

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Growth is a Process

ideas

prioritize

testanalyze

optimize

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Cadence = Growth

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Ideas

watch your usersPath found a 50x increase in DAU simply by watching the behavior of their users in the app and then opening up the app to other services.

get the team involvedGrowth is a team sport. Don’t try to figure out growth on your own. Growth is inclusive. Get everyone onboard and ideating.

feedbackUser feedback can be critical to finding the next ideas for your application. Read reviews, survey via email, do lots of customer development.

find your magic numberUnderstand what actions turn users into long-term retained and profitable users. Drive new users toward those behaviors.

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Ideas

Ideate across all aspects of funnel: AARRRGet full team involved in “unbridled ideation”Create hypothesis behind the ideaKeep full pipeline — ideas are fuel for growth

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Prioritize

impact. confidence. ease.

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Test Constantly

Brian Balfour – Hubspot

The Sidekick growth team has run 1015 experiments since June 2014 and our

experiment throughput is accelerating. Each experiment produces learnings

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Analyze

Discover the why can lead to breakthroughs in growthHotelTonight found poor data connections drove conversion rates UP.WHY?

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Optimize

Find the Golden Motion / Magic NumberOptimize experience to get users to those milestonesContinually back test to ensure assumptions hold

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Learning Drives Growth

Tamara Steffans –Accompli

“Our whole team understands what app store optimization is, what the right

keywords are, what has worked for us and what hasn’t. No matter what their role, they’re invested in understanding these

strategies themselves.”

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Mobile Growth

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Mobile Growth Stack

Andy Carvell –SoundCloud

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Organic Mobile Growth

Organic Levers

ASO

Mobile SEO

Press

Partnerships

Email

Inflection Points

Localization

Virality

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ASO - How Visible are You Really?

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ASO - Understand the System

bitly.com/asocheatsheetApp Name, Keywords, Icon, Screenshots, Updates, RatingSearch phrases ≠ keywordsDownload velocity

More: https://growthhackers.com/slides/mobile-growth-best-strategies-tools-tactics/ & http://www.slideshare.net/kolinko/appcodes-app-store-marketing-toolbox-11535165

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ASO - Driving Positive Reviews

Don’t nag for reviews - ask at golden momentsRun down negative reviews and turn aroundUse Helpshift / Apptentive to address customer service issuesAsk for reviews after great CS experiences

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

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Mobile SEO

Don’t forget mobile web trafficOptimize for high-intent searchesTest calls to actionLower CPI

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Virality - User Referral Programs

Integrate with existing sharing behaviors (FB, Twitter, etc.)Create dynamic sharing imagesTap the address bookPersonalize the loop

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Virality - User Referral Programs

Test where the ‘ask’ occursOptimize touchpointsMeasure everything

http://apptimize.com/blog/2014/05/conversion-funnels/

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Virality - Net Promoters

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On a scale of 0 to 10, how likely are you to refer your friends?

1

Detractors Neutral Promoters

2 3 4 5 6 7 8 9 100

Promoters Detractors—

Total= NPS

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Virality - Net Promoter Score

Nilan Peiris –Transferwise

“Every app on your phone has an insanely high NPS.”

More: https://growthhackers.com/slides/slides-nps-driven-growth-by-nilan-peiris/

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Net Promoter Works Both Ways

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Virality - One to Many

From one-to-one to one-to-manyBrand ambassadors can be powerful acquisition sourceNeed to balance acquisition with quality

More: fusion.net/story/36462/lyft-brand-ambassadors-made-bank/

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Inflection Points

Be a good ecosystem partnerLeverage short-term windows for boosts in growthOperating system launchesNewsjacking

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Double Down

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Relentless Execution Through Loop

ideas

prioritize

testanalyze

optimize

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Helpful Tools

ASOAppAnnie, SenorTower, AppTweak, Helpshit, Apptentive, StoreMaven, AppCodes, MobileAction.co

Virality / Personalization

Branch.io, Yozio

Testing

Leanplum, Apptimize, Optimizely, TestFlight, Diawi, LookBack.io

Analytics

Branch.io, Yozio, Looker, Mixpanel, Google Analytics

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Thank You!

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Get in touch

daily growth newsletter :http://morganbrown.co

twitter.com/morganb

linkedin.com/in/morganb

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