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Mobile App User Acquisition Strategies - Launch & Growth

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User Acquisition –Launch & Growth Strategies Saptarshi Roy Chaudhury
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Page 1: Mobile App User Acquisition Strategies - Launch & Growth

User Acquisition –Launch & Growth Strategies

Saptarshi Roy Chaudhury

Page 2: Mobile App User Acquisition Strategies - Launch & Growth

You Built it, Now What ?

Be prepared before this question hits you

Page 3: Mobile App User Acquisition Strategies - Launch & Growth

Do you have a launch date?

”As soon as it’s ready” – is not a good answer

Page 4: Mobile App User Acquisition Strategies - Launch & Growth

Your Launch Arsenal

PR, Social Media, App Reviews, Ads..

Page 5: Mobile App User Acquisition Strategies - Launch & Growth

Getting Your PR Tool Kit

• App Name• App URL• Promo Code : if it’s a paid app• Short App Description• Bullet list of key feature set ( if you have really compelling ones)

• Elaborate description of your app• Elaboration on what a great developer/designer/ visionary you

are

What to Include :

What not to Include :

• Screens• Video trailer, if you have one• Launch Date, if not launched

already• Short company profile• Contact info

Page 6: Mobile App User Acquisition Strategies - Launch & Growth

Don’t Pitch the App, Pitch the Story

• Research about the site you are pitching and preferably about the journalist. Try to find something common, may be any game he has covered on same genre

• Find out the nature of stories the site does and work on how you can build a similar story for your game

• Time your pitch – the longer your game is on the store, the lesser are your chances

• Share your story – anybody can write about the game, people are more interested to write about the story

• Invest in building relations – you might not need them now, but this will work miracle when you need them

Beyond the tool kit..

Page 7: Mobile App User Acquisition Strategies - Launch & Growth

The Holy Grail

• Well Known IP• Prior Success• Pre-Launch PR• Available Regions• Languages supported

Not to mention..

A great game !

getting featured by Google / Apple

• Devices & Technology Supported ( Apple Watch etc)• Videos ( in Play Store)

Factors That Help..

Page 8: Mobile App User Acquisition Strategies - Launch & Growth

Increase your chances..

• Pitch early to the platforms• Meet reps at events – work on building relations• Ask your contacts if they would share your game• Submit through app support

The Holy Grailgetting featured by Google / Apple

Page 9: Mobile App User Acquisition Strategies - Launch & Growth

App Review Sitesgood to have..

Don’t spend money on this, won’t drive many installs

Page 10: Mobile App User Acquisition Strategies - Launch & Growth

Adsthey are expensive, but they work!

If done right..

Page 11: Mobile App User Acquisition Strategies - Launch & Growth

The Launch – Snapshot• Plan the launch date and organize your marketing around it• Get the PR rolling• Invest in User Acquisition• Mix Quality + Incent• Get volume with burst campaigns• Measure KPI’s – attribute by source

Page 12: Mobile App User Acquisition Strategies - Launch & Growth

Ads – doing it right• What type of users do you want• Have you done a detailed segmentation of your target audience ?• What type of networks do you want to use / would likely work for you• What ad formats do you want to use – Display, Native, Video .. • Is there a minimum audience base that you need to acquire to evaluate a

channel• What is the maximum CPI you are willing to spend • Do you have an initial Volume and LTV projections ?• Do you have a strong attribution analytics in place ?• Are you tracking all the necessary events ?• Do you have your KPI’s in place ?• Do we have skills to manage campaigns in-house or need to outsource to an

agency

questions to ask..

Page 13: Mobile App User Acquisition Strategies - Launch & Growth

To Burst or Not to Burst

Burst Campaign

SustainedCampaign

You Need Them Both for the Best Resultswell planned & timed

Page 14: Mobile App User Acquisition Strategies - Launch & Growth

Burst without Sustained Campaign

Page 15: Mobile App User Acquisition Strategies - Launch & Growth

Burst with Sustained Campaign

Page 16: Mobile App User Acquisition Strategies - Launch & Growth

Burst Campaign

• The success of a burst campaign depends largely on planning and timing• Don’t rely on one or two network – get multiple networks in place, always have

some backups in case one of your primary network fails• Don’t roll out all networks at once – stack up, this helps reduce duplication in ad

serving and your audience doesn’t get exhausted too soon• Preferably run a non-incent, quality user campaign at the same time – helps

average out retention rate and engagement metrics• If you decide to do burst go all the way, there is no point doing a half hearted

one, it only kills your budget

Page 17: Mobile App User Acquisition Strategies - Launch & Growth

DemographicsTechnology

NetworkCreatives

Behavior/Interest/Context

CPI, CPC, CPE, CPM, Programmatic,

Fixed price

Analytics integration, attribution tracking,

event tracking, behavioral analytics,

KPI’s

User Acquisitiontargeting buying measurement+ +

Page 18: Mobile App User Acquisition Strategies - Launch & Growth

Targeting your audience

Fans of Specific Star Trek Characters, e.g, Spock, Kirk

Fans of Specific Star Trek Movies & TV series. E.g, Voyager, Deep Space Nine

Fans of famous Star Trek actors, e.g, George Takei

People who like similar games

People who like/play strategy-Sim games

How we did for Star Trek Trexels

Page 19: Mobile App User Acquisition Strategies - Launch & Growth

Lookalikes and Replicating Targets• While the previous slide showed the core targeting pattern – we

also leveraged lookalikes to reach wider audience.• We also studied the audience insights from Facebook on people

who made in-app purchases and then tried to replicated the same targeting through DSPs

Page 20: Mobile App User Acquisition Strategies - Launch & Growth

And the results..

Targeting Clicks App Installs Conv. Rate

Star Trek Fans 24864 6013 24.18%

ST TV Series 22023 5249 23.83%

ST Character 33482 5691 17.00%

ST Actors 34273 5209 15.20%

Similar Games 4304 201 4.67%

Strategy-Sim 4692 242 5.16%

Lookalike 29631 12922 43.61%

Page 21: Mobile App User Acquisition Strategies - Launch & Growth

Where to get users

Ad Networks

DSPs

Social Networks

Others

Facebook, Twitter

Free App A Day , Cross Promotions

Doubleclick Bid Manager, Trademob, Smaato, Appnexus, Pocketmath

NativeX, Appia, Tapjoy, Inmobi, Chartboost, Admob, Vungle, Ad Colony, Unity, Leadboard, Airpush, Flurry, Millenial Media, AppLoving,

Page 22: Mobile App User Acquisition Strategies - Launch & Growth

Selecting the right network

Network Category/ Source of InventoryDisplay, Social Media, Affiliate, Direct publisher, Agency, cross promotion etc

Targeting CapabilitiesAge, gender, country, device, OS, Interest, behavior etc

Creative CapabilitiesDisplay, native, video, rich media etc

Tracking & MeasurementIntegration with third party analytics platforms

OthersTransparency, Overlaps, API Access

Page 23: Mobile App User Acquisition Strategies - Launch & Growth
Page 24: Mobile App User Acquisition Strategies - Launch & Growth

Getting the Creatives Right

creatives get stale over time and stops performing

Data is your friend !

• Test themes• Test CTA• Test characters ( for

games)• Test copies

Test

Change Meas

ure

Page 25: Mobile App User Acquisition Strategies - Launch & Growth

Buying Model Pros Cons

CPE

CPI

CPC

CPM

Ideal for driving specific action, e.g, registration, lesser risk of overspending

Limited control on quality of users

Predictable cost of acquisition, lesser risk Limited control on quality of installs, Limited user behavior tracking

Could lead to better quality users, more insightful for campaign optimization, can be cheaper than CPI if optimized properly

Needs highly skilled optimization team to maximize clicks to conversion, generally spend more than CPI campaigns

Ideal for brand advertisers, rich media and video ads, full creative control, rich events & behavioral data

Not an ideal model for driving installs

Buying

Page 26: Mobile App User Acquisition Strategies - Launch & Growth

Buying• Programmatic is the big word – but is it right for you ?

Page 27: Mobile App User Acquisition Strategies - Launch & Growth

Pros

• More Inventory / Increased Reach

• Highly data driven• Precise targeting• Real time optimization• Cost effective in long run

with proper optimization

Cons

• Could lead to questionable ad placements

• Higher demand for budget• Needs more technical

sophistication

• Is Programmatic right for you?

Buying

Page 28: Mobile App User Acquisition Strategies - Launch & Growth

Measurement

Page 29: Mobile App User Acquisition Strategies - Launch & Growth

Behavioral Metrics Financial Metrics• Retention : D1, D7, D30, D90• No. of Sessions/ user• Avg. Session Length• Completion of specific events

( Nth level , completion of tutorial etc)

• ARPDAU• Conversion Rate• eCPI• ROI = ARPU(nthDay) /CPI

Measurement• What to measure ?• Don’t get overwhelmed with the data flood..look at what

matters

Page 30: Mobile App User Acquisition Strategies - Launch & Growth

Then came Retargeting..

Increased retention & 30% increase in LTV

Page 31: Mobile App User Acquisition Strategies - Launch & Growth

How can Retargeting Help• Convert Idle users to Active users• Convert non-paying users to paying

customers• Offers for existing paid customers

Page 32: Mobile App User Acquisition Strategies - Launch & Growth

Before Retargeting..• Totally understand the game and the flow• Know the game KPIs• Deep dive into user behavior

Page 33: Mobile App User Acquisition Strategies - Launch & Growth

Approach to Retargeting..

Analyze user behavior

Segment into smaller buckets

Campaigns with customized message for each segment

Page 34: Mobile App User Acquisition Strategies - Launch & Growth

Some real data..

20% of these churn were recovered using retargeting

Level 1(churn/active/unkn

own)

Level 2(churn/active/unkn

own)

Level 3(churn/active/unkn

own)

Level 4(churn/active/unkn

own)

Level 5(churn/active/unkn

own)

24% Churn on Level One , whereas the other levels have relatively low Churn

900 / 1021 /500

24% / 28% /14%

89 / 117 / 56

2% / 3% / 2%

81 / 173 / 68

2% / 5% / 2%

34 / 91 / 32

1% / 2% / 1%

30 / 97 / 28

1% / 3% / 1%

Page 35: Mobile App User Acquisition Strategies - Launch & Growth

Retargeting for Star Trek Trexels

Total Users

IAPVersion Version

Latest Version

Old Version

Latest Version

Old Version

YES NO

Page 36: Mobile App User Acquisition Strategies - Launch & Growth

Some more data.. STT Retargeting

Total Targeted

UsersAd Reached Ad Reached

Percentage Avg. CPCTotal

AmountSpent

Total No. of Converted

usersConversionPercentage

IAP from Converted

users

73200 36762 50.22% 0.03 $313.65 16589 45.13% 3147.18

Page 37: Mobile App User Acquisition Strategies - Launch & Growth

Retargeting channels

• Global Push Notifications• Users can turn off push notification

• Digital / Mobile Advertising• Facebook• Twitter• Google Adwords• DBM• Third Party networks

Page 38: Mobile App User Acquisition Strategies - Launch & Growth

Reach Percentage• Most often you cannot reach 100% of your audience base. The

more number of networks you use and the more IDs you have, the higher is your reach.

Retargeting challenge

Page 39: Mobile App User Acquisition Strategies - Launch & Growth

Retargeting

• Analyzed user behaviour in depth to identify drop-offs and non converting users

• Segmented total user base into smaller groups based on user behaviour, acquisition source, geography, version

• Created specific messaging and creatives for each of the segments• Used Deep Linking• Used multiple channels at once to increase reach

things we did right..

Page 40: Mobile App User Acquisition Strategies - Launch & Growth

WWW.UPSHOT.AI

Page 41: Mobile App User Acquisition Strategies - Launch & Growth

Takeaway

Launch• Plan your marketing initiatives well in advance• Ensure all marketing guns fire at the same time on launch• Create a compelling story to pitch for press• Don’t be shy to reach out to platforms, if your app is good

enough to be featured• Don’t spend money on app reviews, invest in ads

Page 42: Mobile App User Acquisition Strategies - Launch & Growth

TakeawayUser Acquisition

• Clarity is needed – Create your checklist of questions and make sure you have clear answers to all of them

• If doing a Burst campaign, ensure you have everything planned to the T and you are fully committed to it. Don’t do a burst campaign if you have limited budget.

• Always follow up burst campaigns with sustained quality user campaigns• Optimize Everything : Network, Audience, Creatives, Bid etc• Validate networks : establish a validation process• Test Creatives and test some more• Buy wisely – programmatic is great but not always• Use Retargeting• Be data driven – but be selective .

Page 43: Mobile App User Acquisition Strategies - Launch & Growth

Thank You

Saptarshi Roy Chaudhury- @rishi3211us- [email protected]


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