growth hacks: practical tips for your mobile apps
TRANSCRIPT
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Growth Tips & Zero Dollar Stack
For your
0 to 1mn Journey
By: Deepak Abbot | twitter.com/deepakabbotMedium.com/@deepakabbot
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Part 1: 25 Daily Use Tips & Tools for your App growth
Part 2: Growth Marketing Stack on zero budget
Part 3: App Metrics Benchmarks
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Before you start#SetupDo the Basics
• Integrate Google Tag Manager• Capture the right events in your Analytics tool & Facebook
SDK• Test all the events• Link Google Analytics to Play Store• Link Adwords to Google Analytics• Test Install Tracking in Adwords & Facebook• Test iOS + Android Source Tracking in GA
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Tip 1#AcquisitionMaster ASO
• Get the Right Keywords• Keyword Tool like Keywordtool.io
• Add Inbound links (no redirect)• ASO Tool trial versions• Add Product Videos • Free videos at powtoon.com
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Tip 2#AcquisitionFree ASO Test
Rater.localytics.com (iOS)Apptweak (Android & iOS)
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Tip 3#AcquisitionAlways be Tweaking
• Test your App Icon, Title, Description, Images
• Plural keywords• Misspelled Keywords (use app
reviews)• Hndi Songs Gaana
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Tip 4#AcquisitionASO Cheat Sheet
Download Free ASO Cheat Sheet:
j.mp/freeASO
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Tip 5#AcquisitionGet Covered
submit.coOver 500 contacts listed
Justreachout.io – Find Journalists who write about Startups
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Tip 6#AcquisitionGet Reviewed
j.mp/GetReviewed
Over 80 sites listed
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Tip 7#AcquisitionGet your App Indexed
Now Google supports both Android & iOS
Add 2 Intent Filters – support both example.com & example://
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Tip 8#AcquisitionGo Wide
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Tip 9#EngagementMaster Onboarding
• Custom Offer• Optimize Referrals• Personal Welcome• Congratulate Them on
In-App achievements• Welcome Email• Friendly Reminder Push• Avoid Login Gate• Avoid Permissions
upfront*
*iOS & soon with Android M
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Source: Mixpanel 2014 App State Report
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Tip 10#AcquisitionFB App Invites
https://developers.facebook.com/docs/app-invites/overview
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Tip 11#RetentionOptimize your App
Reduce App Size
ProguardLintUse 9 patch ImagesUse PNGs, TinyPNGLDPI/MDPI support? – Analyze & remove support
1 2 30
2000400060008000
100001200014000
024681012
App Size v Downloads
Organic Downloads Paid DownloadsApp Size
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Tip 12#EngagementRating Best Practice
Visual Representation:Not from the actual App
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Visual Representation:Not from the actual App
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Visual Representation:Not from the actual App
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Visual Representation:Not from the actual App
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New Ratings Introduced
Actual Rating Graph of the App using this rating model
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Tip 13
Reviews Sentiments
Appbot.co
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Tip 14#UXVisual Hack
Make your loading animation funUse one liners, Funny Gifs, Random Facts, In-App Help
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Tip 15#AnalyticsOptimize GA for Mobile
• Create Custom Dashboards for Product/Marketing/Tech/Business• www.google.com/analytics/gallery
• Enable App Speed • App Demographics & Interests• App Store Views to Download• Enable Experiments for A/B Testing
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Tip 16#AnalyticsUser Level Data in GA
• Add Custom Dimensions in GA to pass unique ID
Admin > Property > Customer Dimensions > + New Dimension > Add the Snippet
Admin > Property > Settings > Tracking Info > User-ID
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Tip 16#AnalyticsFacebook Analytics
• Find your viral co-efficient
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Tip 17#AnalyticsActionable Cohorts
• Are you segmenting your cohorts?• By Age/Gender/Location• By Campaign/Sources/Creatives• By Device/OS/Resolution/Browser• Affinities & Interests• By Revenue• By In-App Activities• By Behavior
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Tip 18#AcquisitionFree Advertising
• Rs.10000 free Adwords Credits• $50 on Bing Ads • $100 on Facebook Ads
Use this to target Journalists, Influencers, Bloggers by finding their Facebook ID
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Tip 19#AcquisitionFB Advertising
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Tip 20#AnalyticsTrack your Competitor
• Track Installed/Running Apps• Track their traffic patterns• Track their keywords • Listen to their Notifications – Use batch.com/insights
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Know your Competitors
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Tip 21#EngagementAuto Register/Passive Login
• Use AccountManager.getAccounts to get device primary ID• Auto register the user• Auto login the next time
• Use Email to Onboard• Use this data for retargeting
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Tip 22#RetentionRetarget for Free (Android)
• Fetch emails from AccountManager.getAccounts• Export to Google Docs along with each event, Mail Merge
with Gmail
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Tip 23#AcquisitionCross Promote
Lend 10% inventory to network ad get return traffic
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Tip 24#EngagementOptimize Deep Links
Don’t forget to enable Deferred Deep Links
Facebook now allows deep links in App Install Ads
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Test your Deferred deep link setup:https://developers.facebook.com/tools/app-ads-helper/
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Tip 25#AnalyticsCalculate Real CPI
bit.ly/CPIcalcDownload the Excel Sheet
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Tip 26#UXEaster Egg
• Put a little game• Animation• Video• Random Gift
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Tip 27#EngagementInteractive Push
Opens App
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Tip 28#EngagementPush Best Practice
j.mp/pushguideDownload Guide: By Urban Airship
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Tip 24#EngagementIn-App Messaging
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Tip 29#EngagementBadging (iOS)
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The Final Tip#AnalyticsMeasure the right Metrics
Focus on DAU/WAUFocus on D30/D60 Retention post acqusitionCalculate Cost per Retained Users
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Don't like the App; 23%
I don't use it much; 12%
Doesn't work/Bugs; 7%
Competitor's App is better; 4%Push Notifications; 4%Forgot to use; 9%
Space on phone; 12%
App is slow; 10%
Consumes lot of data; 10%
Consumes lot of battery; 9%
Why Users Uninstall
37540 respondents across 4 apps in News, Sports, Media & Commerce category
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ZERO DOLLAR STACKUpto 1mn Users
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App’s Customer Lifecycle
Attribution TrackingApp DistributionASOReferrals
In-App EngagementSocial PluginsNotifications Advertising
IAPCommerce
AnalyticsUser Behavior
Multi Channel Customer Service
Remarketing
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Zero $Stack
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BEAT THE BENCHMARKSDisclaimer: Data from Multiple sources, Internal Analysis & Public tools
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Benchmark 1
Uninstall Rates
Games Business Ecommerce Music Social Messaging
75%
60% 60%
40%35%
22%
Source: Internal Analysis, Tapstream & Apptentive
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Benchmark 2
Retention Rates – Popular Apps
Face
book
Whats
App
WeC
hat
Instagra
m
FB M
essen
ger
Tumblr
100%91%
57% 56%51%
39%
21%
100%
88%
52% 54%44%
35%
17%
D30 D60
Source: Tapstream
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Benchmark 3
Retention Rates – Categories
News
Music
/Enterta
inment
Business
Utility
Games
Ecommerce
Lifesty
le
45%
30%25% 25%
15% 15%10%
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Benchmark 4
Install to MAU ratio
>25%
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Benchmark 5
MAU/DAU ratio
>15%
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Benchmark 6
App Ratings
~4.3
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Benchmark 7
Install to Rating Ratio
>4%
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Benchmark 8
5 Star Review %
>55%
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Benchmark 9
1 Star Review %
<8%
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Benchmark 4
In-App Conversion %
>2.5%
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Benchmark 5
Average CPIs in India
Android Rs.50-75
iOSRs.85-120
Cost of Retained User3.5X of CPI
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Benchmark 6
Cost of Re-engagement
Android CPC Rs.6-9
iOS CPCRs.15-20
Cost of Re-install Rs.150-220
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Benchmark 7
>90% downloads are organic
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App Downloads in 2015
7.5bn
App Downloads in 2016
10.5bn
India will downloads billions of Apps this year
Find your Million here