Date post: | 09-May-2015 |
Category: |
Technology |
Upload: | alkarim-nasser |
View: | 1,595 times |
Download: | 2 times |
Mobile App User Acquisition & Retention Done Right
Alkarim Nasser Managing Partner [email protected]
10.30.13 / Presented by
The app marketplace is increasingly crowded and more competitive than ever before.
?
De-mystifying the “if you build it they will come”
mindset.
Owned
Earned
Paid
Brush Up on the Fundamentals of Media
How is your product going to get noticed?
The role of a UA expert
UA is a different kind of product manager
Building with the App Store
Partnerships +
Integrations
Tapping into Organic Growth
The role of Paid Media
Managing the Economics of UA
The Evolving UA Strategy
!
Becoming a UA Jedi
User acquisition is half as strong and more than twice as expensive when
operating in a silo.
DNA of a Growth Hacker • Data-driven • Results focused • Product + Media • Applied user data to enhance growth • Test, learn, optimize
DEVELOPER GROWTH HACKER
MARKETER
User acquisition is part marketing and part product
“Our company is massive - we already have product-focused people and my
job is just user acquisition.”
“Our company is massive - we already have product-focused people and my
job is just user acquisition.”
The most powerful tool in your arsenal is your product itself.
“Growth hacking is a recognition that when you focus on understanding your users and how they discover and
adopt your products you can build features that help you acquire and retain more users, rather than just spending
marketing dollars” - Josh Elman, Greylock Partners
Data -> In
formatio
n -> Knowledge ->
Wisd
om -> Decis
ions
Understanding
Cont
ext
Growth at Every Stage of the Funnel
Efficiently acquire the most productive users.
Continually engage the right
users.
Re-engage lapsed &
infrequent users.
Maximize revenue by
understanding and effectively
connecting with users.
Acquisition Engagement Retention Monetization Endorsement
Build the right triggers to encourage sharing and
organic growth
ReturningUnderstanding the Lifecycle
Card Creation
Shipping Information
Returning
Landing Page
To Me
Payment
Delivery
Reminder Email
One Time Trial Unsocial Buyer
Open Rate
Call to Action
Unsatisfied
Abandoned
Bounced
Not Interested
Sharing
ViralSearchPaid Direct
Facebook Sign-in
To Friend
Payment
Delivery
ReturningTighten Leaky Faucets
Cards Created: Users - 6,347 (22,650 total)
Shipping Select - 3,390
Returning 3,916
Landing Page - 23,460 totals
Me 1,856
1,083
Reminder Email
One Time Trial Unsocial Buyer
Open Rate
Call to Action
1,412
3,133
14,733 (63%)
2,204 (26%)
1,978
Viral 314
Search 131
Paid 13,906
Facebook Sign-in - 6,523 (Unique)
Them 1,534
895
1,978
176
1,2085,139
1,749
Reduced by 4% since launch day. Last 48 hours is 62%.
20% of selected friends have full privacy settings
in place.
65% of people who click purchase card (free or not)
abandon at shipping.
Email 433
FB Post 206
Direct 4527
1,978 OGA’s
1,447 “Peeks”
Billing: 54
8,727 (Total)
ReturningTighten Leaky Faucets
!
Operation Growth
The Mobile App Circle of Life
!
Owned
!
Earned !
Paid
How Hotmail “Pwned” with Owned Media
with Hotmail.
Hotmail wasn’t growing fast enough. Tim Draper, VC at DFJ, suggested attaching a message at the end of every email asking for the recipient to sign up for a free email account with Hotmail.
Get your free email with Hotmail. Lead to Hotmail, eventually, growing by 150k users a day. And later copied by Blackberry and Apple.
How Hotmail “Pwned” with Owned Media
!
Leveraging the App Stores
You want these folks in your corner!
Just another tool in your toolbox
Getting featured is not the end all of user acquisition strategies. It is icing on the cake and is validation you built a good product
How are the App Stores organized?
Small centralized team App Store editorial run by independent teams within
each country
Getting Featured #protip
Study the UI/UX guidelines and platform specific design patterns.
Getting Featured #protip
Making them apart of the process
Getting Featured #protip
Leverage core hardware and OS-related features in your application.
Getting Featured #protip
If the app stores see your product as a case study for how apps get made -they will feature it.
!
Growth Hacking Partnerships + Integrations
Winning by Partnership
Scratch my back, I’ll scratch yours
Winning by Partnership
Find complimentary products understand their objectives and collaborate
Vu and Partnerships
A personalized content recommendation service.
Vu and Partnerships
+
Vu worked with 500px to offer up contextual background images based on the user’s location, time of day and weather. !They paid attribution to 500px and drive user’s to their app. 500px used their owned media channels to drive awareness to their millions of users. !Win. Win.
Paypal Piggybacking eBay PayPal started off with a $20 signup bonus to all who signed up and $20 to anyone who referred someone else (eventually went to $10 and then $50) !Paypal Piggyback on eBay’s rapid growth in the late 90’s by having sellers advertise PayPal as their preferred method of payment. Major benefit to sellers was the referral bonus which greatly added to their margins. Buyers and sellers preference to PayPal greatly increased it’s growth (PayPal Wars) !As eBay opened their own payment platform, PayPal countered with immediate emails once the auction closed allowing the buyer to complete the transaction through the email.
Best Growth Hacks of All Time
http://www.slideshare.net/morganb180/growth-hacking-101
Great Partnerships Yield…
- shared press opportunities - mutual awareness of app to both user bases - greater validation of the product in the market place - types of symbiotic relationships you traditionally would only find in the valley - acquisition opportunities !!and much much more….
!
Giving users fishing rods
You don’t have to be alone -
1. We share to craft our identities 2. We share to build relationships 3. We share to make our lives easier/better 4. We share to help others !!
Build Something Your Users Will be Proud to Share. !
Facebook Integration
Facebook log-in provides a simple and easy way to sign into apps without creating new usernames and passwords.
http://techcrunch.com/2013/08/22/facebook-permission-post/fb-infographic/
What Makes Excellent Social Integration
Social integration is about allowing your user base to share and incite conversation
Community/Social Integration
Sharing Inviting Friends
Integrating friends into the in-app
experience drives engagement
Creating open graph and wall post actions
around favoriting items creates conversation
Encourage your user base to share the app
with their friends
A Brilliant Users Gets Users Strategy
!
C.R.E.A.M.
Core Paid Media Pricing Models
CPM - Cost per Mile User sees a banner add for your campaign
!
CPC - Cost per Click User clicks on a banner ad within a campaign !
CPI - Cost per Install User successfully installs an application through a campaign !
CPA - Cost Per Action User successfully performs an action through a campaign (liking a FB page) !
!
The Tough Truth About Paid Media
Not all media is made equally
Be Prepared to Spend
You can spend anywhere between a few cents to several dollars to get your message in front of users !Drivers
Type Industry Targeting
Quality Demographic Network
The Tough Truth About Paid Media
1. Grow Awareness
The Tough Truth About Paid Media
1. Grow Awareness
2. Grow Users
Paid Media Drives App Store Rankings
Downloads per day required to reach top rankings in US app store:
!
Top 10: 70,000 downloads per day Top 50: 23,000 downloads per day
A Division of
Media Effectiveness
40% of the Top 100 grossing apps used Facebook Mobile Ads
A Division of
Win with Intelligent Targeting
Performance driven: • Assess the impact of advertising by tying spend to conversion (cost-per-install) & ROI
!
Reach your audience at the right time with the right message.
Growing the Right Types of Users
Precise targeting (90% accuracy vs 50% cookies on the web): • Based on a user’s real identity • Device specific: iPhone, iPad & Android • Broad & precise targeting: Gaming (social/online), competitive users, early adopters etc.
Target specific users and look-alikes of those users: • Use email lists & app ids to target via custom & look-alike audiences
• Target friends of current users
A Division of
Win with Fresh Content
• Refresh Creative 2-3 times per week
• Average Facebook ad has a peak CTR in the first 72 hours
• 37% of advertisers refresh creative once every 5-14 days
A Division of
Win with Compelling Creative
!• Impactful imagery: Lifestyle and/or app screen shots
• Visual: Images with less than 20% text
• Action-oriented: Powerful call-to-action at the end of the ad
!
The economics of media
Optimizing for Growth by Focusing on Sustainability
Customer Acquisition Cost (CAC) How much you spent to acquire a user !
Life Time Value (LTV) What is the average revenue accumulated over a user’s lifetime
Optimizing for Growth by Focusing on Sustainability
!
K-Factor For each user you have how many news ones they create
Optimizing for Growth by Focusing on Sustainability
http://www.dtelepathy.com/blog/design/design-viral-growth
Optimizing for Growth by Focusing on Sustainability
http://www.dtelepathy.com/blog/design/design-viral-growth
Optimizing for Growth by Focusing on Sustainability
spend paid + (paid*k) CAC =
Optimizing for Growth by Focusing on Sustainability
sustainability: CAC <= LTV
Pre Launch Build Channels Customer Generation Prototype Validation FB Group Launch Rock Kickstarter
Build Momentum Social Media Owned Channels Word of Mouth PR App Store
1+1 = 2 Paid Media (acquisition) Partnerships/Integrations Focus on Sustainable Spend Optimize Viral Loop
World Domination Paid Media Optimize Viral Loop Cross Platform Optimization
Growth Hacking Success and Paul Graham’s Start Up Curve