Unlocking App Success: How to Turn Your App Into a Mobile Growth Engine
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1. The document discusses how to build a successful mobile growth engine by turning an app into a cyclical process that drives awareness, downloads, activation, and sharing. 2. It outlines the four stages of a mobile growth engine: generating awareness through paid and organic channels, monitoring downloads and engagement, meaningfully engaging and retaining users through onboarding, push/email messages, and remarketing, and igniting social sharing. 3. It suggests that future predictive app marketing can help understand user intent and automatically optimize the growth engine process.
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Unlocking App Success: How to Turn Your App Into a Mobile Growth Engine
- 1. How to turn your app into a mobile growth engine UNLOCKING APP SUCCESS
- 2. MEET YOUR HOST Annum Munir @annummunir Content Marketing Manager P.S. Check out ourapp marketing blog! .com/blog
- 3. #AppAnswers
- 4. CEO Alex Austin @branchmetrics MEET YOUR SPEAKERS Josh Todd @localytics CMO Closed-loop app analytics & marketing software
- 5. Josh Todd @localytics CMO CEO Alex Austin @branchmetrics Growth-focused,cross-channel mobilelinks MEET YOUR SPEAKERS
- 6. 1. The Reality of Building a Successful Mobile Business 2. What is a Mobile Growth Engine? 3. How to Turbo-Charge the Mobile Engine 4. Next Steps and Q&A AGENDA Stage 1: Awareness Stage 2: Download Stage 3: Activation Stage 4: Share
- 7. THE Reality OF BUILDING A MOBILE APP BUSINESS
- 8. Building a successful mobile app business is like running in a marathon …“
- 9. … and then fighting a sumo wrestler. ”- Alex Austin, Branch Metrics
- 10. EVEN IF YOU BEAT THE OTHER 50,000 APPS IN THE RACE TO THE APP STORE …
- 11. In Round 2, when you’re fighting to earn and engage users ... Your new app The other 1.4 million apps already in Apple’s App Store Vs.
- 12. … you will likely be eliminated by the incumbent professionals. The existing heavyweight apps people already love Vs. 84% Of people’s time on their smartphones is spent using just 5 apps Source: TechCrunch, 2015
- 13. UNLESS
- 15. WHAT IS A MOBILE Growth ENGINE?
- 16. THE MOBILE GROWTH ENGINE Cyclical process that causes people to download your app, meaningfully engage with it, and then promote your app.
- 17. THE MOBILE GROWTH ENGINE Awareness Download Activation Share (How you get attention) (How you engage users) (How you increase virility) (How you earn users)
- 19. HOW CAN YOU GET PEOPLE TO NOTICE YOUR APP?
- 20. THE MOBILE GROWTH ENGINE Awareness Download Activation Share Paid & affiliate campaigns Blood, sweat, tears Organic channels
- 21. ORGANIC CHANNELS For Driving Awareness
- 22. ORGANIC CHANNELS: APP STORE OPTIMIZATION Optimize your app store listing Gain visibility in app store searches
- 23. ORGANIC CHANNELS: WEBSITE Redirect mobile website traffic to your app
- 24. ORGANIC CHANNELS: EMAIL Encourage email subscribers to download your app 53% of emails are opened on a mobile device. Source: Litmus, 2015
- 25. ORGANIC CHANNELS: SOCIAL MEDIA Promote your app on social platforms
- 26. ORGANIC CHANNELS: PR Earn media coverage by highlighting how your app is different
- 27. PAID CHANNELS For Driving Awareness
- 28. PAID CHANNELS: MOBILE ADS Work with a mobile advertising company to place targeted ads in other apps
- 29. Thanks for joining Aus0n on TwoDots! Get started with some extra free Moves & Bombs on us! Use a link that stores meta-data from Yummly’s shopping cart PAID CHANNELS: AFFILIATE CAMPAIGNS
- 30. Share & Get Free Moves! Call it Quits! New user is brought to items from Yummly recipe upon first opening Instacart PAID CHANNELS: AFFILIATE CAMPAIGNS
- 31. The 1st stage of the mobile growth engine is about GENERATING TRAFFIC to your app store listing.
- 33. WHICH AWARENESS CHANNELS ARE BRINGING IN THE USERS? MOST VALUABLE
- 34. THE MOBILE GROWTH ENGINE Awareness Download Activation Share Gauge success of organic and paid campaigns Measure user acquisition
- 35. HOW TO MEASURE Organic Downloads
- 36. ORGANIC CHANNELS: ATTRIBUTION Replace each link that points to your app with a uniquely tagged link
- 37. HOW TO MEASURE Paid Downloads
- 38. PAID CHANNELS: ATTRIBUTION Use an app analytics platform that partners with major ad networks to track user acquisition campaigns
- 39. BUT REMEMBER
- 40. NOT EVERYONE WHO DOWNLOADS YOUR APP WILL BECOME A USER.
- 41. Source: Localytics, 2015 Of users only use an app ONCE. 25%
- 42. Source: Localytics, 2014 60%The likelihood that an app user who doesn’t return within 7 days will NEVER COME BACK.
- 43. The 2nd stage of the mobile growth engine is about MONITORING both the QUANTITY & QUALITY OF USERS from each channel.
- 46. THE MOBILE GROWTH ENGINE Awareness Download Activation Share Personalized onboarding Email Push & in-app messages Remarketing
- 47. 1. PERSONALIZED ONBOARDING For a Socially Relevant Signup Process
- 48. PERSONALIZED ONBOARDING: REFERRAL REWARDS Offer discounts/freebies to users for inviting friends
- 49. Personalized Onboarding PERSONALIZED ONBOARDING: WELCOME SCREEN Regular Onboarding 78% Conversion to signup Source: Branch Metrics, 2015
- 50. 2. PUSH MESSAGES For Latent Users
- 51. PUSH MESSAGES: TO HOMESCREEN Motivate inactive users to return to your app with targeted, carefully timed, and well-written copy 88% MORE Users with push enabled have app launches. Source: Localytics, 2014
- 52. 3. IN-APP MESSAGES For Nurturing Users
- 53. IN-APP MESSAGES: DRIVE CONVERSIONS Move users further along funnels to ultimate in-app action with beautiful, branded, in-app creatives 4X HIGHER In-app messages presented based on an event have conversion rates. Source: Localytics, 2015
- 54. 4. REMARKETING For Retention & Upselling
- 55. REMARKETING: MOBILE ADS TO EXISTING USERS Show current users ads based on how they’ve previously engaged with your brand 48% OF USERS Great for reaching the who opt out of push notifications. Source: Localytics, 2014
- 56. 5. EMAIL For Building Deeper Relationships
- 57. EMAIL: CROSS CHANNEL MARKETING Treat users with richer, longer form content that is dynamic, carefully scheduled, and contains relevant calls-to-action 4,300%. Email marketing has an ROI of Source: Copyblogger, 2014
- 58. The 3rd stage of the mobile growth engine is about MEANINGFULLY ENGAGING & RETAINING users.
- 59. STAGE FOUR: IGNITE Social Sharing
- 61. THE MOBILE GROWTH ENGINE Awareness Download Activation Share Social activity feed Exclusive referral perks Contextual deep links
- 62. 1. CONTEXTUAL DEEP LINKS For App Content Sharing
- 63. CONTEXTUAL DEEP LINKS: SEND CONTENT REFERENCES Allow users to share links to specific content in an app
- 64. 2. EXCLUSIVE REFERRAL PERKS For Triggering VIP Installs
- 65. EXCLUSIVE REFERRAL PERKS: PASS ON SPECIAL TREATMENT Give existing members perks to share exclusively with friends
- 66. 3. SOCIAL ACTIVITY FEED For Creating Social Proof
- 67. SOCIAL ACTIVITY FEED: A PLACE TO SHARE APP USE Encourage users to share in-app activities and accomplishments to inspire and compete with their friends
- 68. The 4th stage of the mobile growth engine is about MOTIVATING LOYAL USERS TO SHARE your app.
- 69. HOW TO Turbo-Charge YOUR MOBILE GROWTH ENGINE
- 70. TODAY
- 71. Building a successful mobile app business is like running in a marathon …“
- 72. … and then fighting a sumo wrestler. ”- Alex Austin, Branch Metrics
- 73. TOMORROW
- 74. YOU WILL BE ABLE TO PREDICT AND ANTICIPATE HIS MOVES.
- 75. PREDICTIVE APP MARKETING: THE FUTURE Awareness Download Activation Share Predict Machine learning Predictive insight into user behavior & auto- optimization
- 76. Understand your app user’s intent before he or she acts.
- 77. Adjust your app marketing accordingly to reduce churn risk and improve conversions.
- 79. THE 2015 APP MARKETING GUIDE READ NOW
- 80. #AppAnswers Q&A