how to grow your user base?
TRANSCRIPT
Let’s Grow Your User Base
Launchpad Build Day
Proprietary + Confidential
Ido Green@greenido
Proprietary + Confidential
Agenda For The Day
10 - 11am - Optimizing product
11- 12pm - Re-engagement
12 - 1pm - Grow and Earn
1 - 3pm - Office Hours
1 - 4pm - Code Labs
Mobile First Web Strategy?!
The
Macro
View
What about all the time spent in apps?Mobile web vs. apps
vs.
Source: comScore Mobile Metrix, U.S., Age 18+, June 2015
13% 87%
Mobile web Apps
In reality, time spent is concentrated in a fewMobile web vs. apps
vs.
Source: comScore Media Metrix MP and Mobile Metrix, U.S., Total Audience, June 2015
13%35%
Other apps
Entertainment(Games, radio, multimedia)
Social and messaging
32%
20%Mobile web
Source: comScore Mobile Metrix, U.S., Age 18+, June 2015
The web offers broader reach, but engagement is lowTop 1000 mobile apps vs. top 1000 mobile web properties
10.9
Monthly unique visitors (MM)
3.3
Average minutes per visitor
Mobile webApps
8.9201.8
Opportunity to capitalize on broad mobile web reach
Mobile Web Lots of users, but hard to re-engage
High engagement, but a small piece of overall user traffic
Modern web features enable better engagementOpportunity to engage users
Apps
“...your mobile website is the top of the funnel for your user acquisition on mobile. It is where people land
when coming from search, email, social media, text links, etc, etc. The mobile web scales much better.
You can build a large audience on mobile web much more easily than via mobile apps.” -- Fred Wilson
A holistic strategy for MobileStart thinking Site and App - not Site or App; Provide the best experience in both.
Site App
For Apps:Firebase Analytics
Paid user acquisition Organic growth
per day
At bus stop, listen to new music playlist 8:30am
Browse summer styles on YouTube7:15pm
On bus, check email for sales this weekend5:29pm
At lunch, play Scrabble while waiting in line1:33pm
Use flashlight app to find dropped earring11:09pm
Use maps to get directions to Creole food truck 1:13pm
Find the fastest route home11:36am
Wake up and read news online6:50am
150xBuy newest game to play 11:15am
Search for the nearest coffee shop 8:42am
Some challenges to growing apps
Too many tools
Finding theright users
Mobile technology is hard
Firebase Analytics
Firebase: app success made simple
Getting started with Firebase
Three ways that Firebase Analytics can help
Free and unlimited
Automatic event reporting
Seamlessly integrated
We built Firebase Analytics to be cross platform
One source of truth as you Develop, Grow, and Earn
Transworld Endless Skater
Transworld Endless Skater & Mike
Mike wants to drive more installs of his app
Installs
100K 200K 300K0 400K
Goal:
300,000
Current:10K
Paid user acquisition
Mike decides to run paid marketing
Installs
100K 200K 300K0 400K
Goal:
300,000
Current:10K
Firebase and AdWords make growth simple
Universal App Campaigns make paid growth easy
Searching on Google.com
Watching on YouTube
Engagingwith Apps
Surfingthe Web
Discovering on Play
Universal App Campaigns make it easy
Evaluating performance across channels
AdVise
Finding growth opportunities with Events
Create meaningful segments with Audiences
Moving the needle
Mike sets an ARPU goal
ARPU
$1.00 $2.00 $3.00$0.00 $4.00
Goal:
$3.00
Current:$2.20
Audience
Installs
100K 200K 300K0 400K
Goal:
300,000
Current:80K
Not a lot of users who install actually purchase
Analyzing performance across channels
Australian users
Optimize for the metrics you care about
End of Mike’s story
Installs
100K 200K 300K0 400K
ARPU
$1.00 $2.00 $3.00$0.00 $4.00
Goal:
300,000 EXCEEDED!
Current:300K
Goal:
$3.00 EXCEEDED!
Current:$3.30
Organic growth
Use Firebase Notifications to send relevant messages
!
!
Both to: Android & iOS
Build an audience with Firebase
Analytics
Create and send the message with
Firebase Notifications
Use Firebase Notifications to send relevant messages
Tailored messages for each group
Invite more, valuable users to your app
Identify inFirebase Analytics
via Audiences
Target groupwith invites campaign
Group sharesemail / sms
with contacts
Firebase App Indexing gets your app into Google Search
● App is already installed when users search for related content, they will launch your app directly from the search results.
● If users don’t have your app yet, an install card shows up in search results.
● Adding App Indexing promotes both types of app results within Google Search and also provides query autocompletions.
A growth engine for your business
Understand how users behave in your app
Understand marketing campaign performance
Turn userinsights into
actions
youtube.com/firebasetwitter.com/firebase
Firebase Analyticsfirebase.google.com/docs/analytics
The rest of Firebasefirebase.google.com
Get help and join the conversationfirebase.google.com/support
Resources
Confidential & Proprietary
Codelab Time
Confidential & Proprietary
One-to-One Reviews
Confidential & Proprietary
The End
Thank You!