12 mobile growth tactics for app launch, acquisition and retention

by @adrienm

MOBILE GROWTH TACTICS

12

1 out-of-market testing

4 months before launch $500 ads to acquire ~3k users

bit.ly/tempotesting

quantitative testing

Unbiased users

ASO

Conversion rates

Retention rates

2 THE BANDWAGON EFFECT

Dec 2012: The Viral Video

3 App store Featuring

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

4 app store optimization

APP STORE SEO !

LOCALIZATION !

CONTENT

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

Tools: AppCodes, AppAnnie, Sensor Tower bit.ly/asocheatsheet

LOCALIZATION

DOWNLOADS REVENUE

7 languages = 76% of the market

StoreMaven

5 get amazing reviews

Apptentive / Helpshift: in-app feedback and rating prompts

hustling

Find bad reviews users 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

App in the Air

6 ad hypertargeting

deeplinking = opportunities

7 channel experiments

“You can’t share urls on Instagram and Snapchat” J. Miller (Product @Facebook)

8 externalize experience

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

Tinder’s matchmaker: enabled non-users to be

matched with other people by friends.

Tinder

9 personalization

20% of your “users” will open your app

only once

Source: Localytics

Tools: Yozio, Branch.io

Airbnb

10 push notifications

Ask for authorization before pushing the pop up.

Timely + personal = win

Tools: Parse Push, Appboy

11 gamification

65% of people stop using apps 3 months

after install !

(Appboy)

Foursquare

12 create a habit

Shopkick

Get the best articles and tools on mobile growth marketing:

!!

http://mobilegrowth.launchrock.co

Thank you!

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

!

amontcoudiol@gmail.com @adrienm