App Growth Hacking by Brian Egerup Kjærulff

CEO & CO-founder, Mobtimizers.com linkedin.com/in/brianegerup

The War is On

150-200 daily micro moments

Micro Moments for Denmark

793.800.000 daily micro moments

Source: eMarketer - Smartphone penetration study (81% smartphone penetration), DK population 5.6Mhttp://www.emarketer.com/Article/Denmarks-Smartphone-Market-Nears-Saturation/1012620

Business Success with Apps, A Formula

Business Value (measured with the right KPI’s)

+ App Solves A Need+ Monetization Model+ Acquire Relevant Users+ Retain Users

Visibility EngagementStrategy Insights

Mobtimizers

Who We Work With

Smartphone Users’ Number of App Downloads Per Month

Source: MediaComInfographic Have We Reached Peak App

3.5Monthly averageof app downloads*Of the people who download apps

ASO: App Store Optimization

2.2 million apps in Apple App Store, 2.6 million apps in Google Play Store

Improve ranking Increase conversion

Grow user base

50% of App Installs Motivated by Specific Need

Source:Tune Blog

Friends Reccomendation

Ad Looked Interesting

App Featured by Apple or Google

Found in Google Results

Had a Specific Task

Was a Customer

Other

0 % 10 % 20 % 30 % 40 % 50 %

(2,6 %)

(10,8 %)

(37,3 %)

(13,5 %)

(13 %)

(20,2 %)

(31 %)

Source: Apple and Google

65%

Search queries account for 65% of downloads from the App Store and Google Play

How Apps Are Found

App Store Optimization (Holistic View) Analysis & Optimization

Rank Convert Engage

App Store Optimization Fundamentals

Source: Mobtimizers

Visibility Cycle

ASO: How to Increase RankingsAnalysis & Optimization

App Store Meta Data • App title (include keywords) • Keywords field (only Apple App Store) • App description (integrate keywords) • App category (primary & secondary)

Algorithm • Number of downloads (especially in ‘category') • Ratings and reviews (number & quality) • App updates

Client Example: Keyword Optimization (App Store)

Old Keywords

Optimized Keywords

Client Example: Keyword Optimization (Google Play)

App Ranks on +100 Keywords

Keyword Rankings and Optimization

Results - Keyword Rankings vs Competitors

Higher Category Ranking Boosts Organic Downloads

ASO: How to Increase ConversionAnalysis & Optimization

• Icon • Title • Screenshots • Video • Descriptions • Ratings and reviews

Optimize Conversion from Store View to Download, Baseline

40% Apple App Store

22% Google Play

Source: Mobtimizers Clients, iTunes Connect & Google Play

Value Proposition Validation, Continuous Experiments

Source: Google Play Experiments.

10%

13% 3%

6%

Source: Google Play Experiments.

B) Hitta nästa drömjobbet och spara platsannonser här

A) Sök nytt jobb på Sveriges största samlingsplats av lediga jobb

Optimize Conversion with Copy, Short Descriptions ExperimentAnalysis & Optimization

C) Största översikt över lediga jobb i hela Sverige

B) Hitta nästa drömjobbet och spara platsannonser här (+7% downloads)

A) Sök nytt jobb på Sveriges största samlingsplats av lediga jobb

Optimize Conversion with Copy, Short Descriptions ExperimentAnalysis & Optimization

C) Största översikt över lediga jobb i hela Sverige (+22% downloads)

Optimize Conversion with Visual, ScreenshotsAnalysis & Optimization

1st iteration 2nd iteration

• 30 seconds or less • With/without voice over • Both stores • Takes first screenshots space

Analysis & Optimization Optimize Conversion with Visual, VideoAnalysis & Optimization

Continuous Experiments: Accumulated Conversion Improvement

Source: Google Play Experiments

0 %

10 %

20 %

30 %

40 %

Accumulated improvement in App Store conversion

4,8 %1,5 %5 %

12 %

13 %

3 %Experiment 1: best practices screenshots

Experiment 2: App Trailer Video

Experiment 3: Changed first value proposition

Experiment 4, 5, & 6: New order in value propositions

+39.3%

App Store Optimization - Downloads Increase, Results

+170% Apple App Store

+80% Google Play

Source: Mobtimizers Client, iTunes Connect & Google Play

App Store Search Ads Benefits

Source: Sensor Tower (Updated August 12, 2016)

• Low cost per acquisition • Highest retention rates • Jump in organic downloads • Additional insights • Track downloads per keyword • Uses existing metadata • Ability to segment • US only now, soon global

Search Ads: Results So Far (iOS, Non-Games, North America)

Source: Appsflyer.com/index

Search Ads Are Linked to ASO

Source: App Store (US)

• Title • Rating • Screenshot(s) • Icon

Lack of Personalization, Contextual and Timely Engagement Leads to

CHURN

30 Day Retention Rate Averages, By Industry

Source: https://www.adjust.com/overview/analytics/2016/11/18/what-makes-a-good-retention-rate/

Pairing Individual With Data

DATA

INDIVIDUAL

segmentation

timing

customized

The Mobile Mind Shift

…a successful engagement delivers

personalized messages relevant to the right user

at the right time…contextual

How to Create Engagement Analysis & Optimization

• App quality • On-boarding • Push and in-app messages • Retargeting

Personalized Feed and Offers Based on Individuals

Push Messaging: Personal vs Generic

P

C

T

P

T

C

Effect Measurement: Personal Push vs Generic Push

0

100

200

300

400

Generic message Personal message

333,63

260,39

Increased Sessions per 1,000 Push Messages

~25% better performance

Source: Mobtimizers Client Data

Engagement Plan

Dedicated Mobile Web Push and App Push Platforms

Platform Overview

Rich Intelligence

Action

New Possibilities in The World of Push

Rich Push

Emojis

• Intelligent Delivery

• Geolocation (Foursquare)

• Web Push

App Growth Hacking, Our Findings

• Tab into specific needs and search volumes/competition • Align brand with users’ needs through value propositions • Optimize the whole funnel to drive users and retention • Embed the right technology within the organization • Move towards 1:1 communication, away from one-size-fits-all • Continuous iterations and experiments to accelerate learnings

Get in Touch

+45 21152412

brian@mobtimizers.com

Brian Egerup Kjærulff CEO & Co-Founder