Slides de mon intervention sur le Growth Hacking des apps au Web2Connect, avec également des sources d'inspirations pour les webmarketeurs.

1. Growth Hacking
For Apps
#W2C15

2. @AlexJubien
Mobile Strategist
ThinkMobile.fr
Pioneer of mobile
12 years ago
Apps & Mobile Startups
expert
Previously Head
of Mobile at Viadeo
Previously Head
of Mobile at Deezer

3. The Startup of
your App

4. Exponential Growth
Revenue
/ users
Start
Up Time

5. Goals
Revenue
/ users
Growth
Time
Product /
Market fit

6. Methodologies
Customer
Development
Growth
Hacking
Revenue
/ users
Time

7. & PSYCHOLOGY
Growth Hacking?

8. Growth Hacking - Theory
• « Growth Hacker is the new VP
Marketing » on AndrewChen.co
• Growth Hacking culture - Slides
• Lean Marketing for Startups - Slides
• GrowthHackers.com

9. Growth Hacking - Tools & Tactics
• The ultimate growth hacking sourcebook
• 29 B2B Growth Hacks - The ultimate list
GrowthTools.io

10. Famous growth hacks
PRs, SEO, and Viral Loops

11. Rallying cry
AAR R R III...

12. AARRR
ACQUISITION
ACTIVATION
RETENTION
REVENUE
REFERRAL
Startup Metrics For Pirates

13. AARRR
ACQUISITION
ACTIVATION
RETENTION
REVENUE
REFERRAL
How do users find us?
Do users have a great 1st
experience?
Do users come back?
How do we make money?
Do users tell
others?

14. ACQUISITION
ACTIVATION
RETENTION
REVENUE
Love
Growth
Money
REFERRAL
Without Love, There’s No Hope

15. Growth: Spread The Love
• Acquisition is not (just) about buying users!
• Organic: Spend 0, Get Some
• Paid: Spend 1, Get 1
• Growth hacked: Spend 1, Get Many!

16. Hack Your Existing
Marketing Channels
1

17. The Issue
A click on a link opens mobile site instead of
app that is installed ☹

18. Deep Linking: The Solution
• Retention: Links opens app directly to a
specific section or content (app re-openings)
• Acquisition: If app is not installed, link
leads to proper app store (app installs)
Deep Linking at App Promotion Summit

19. Deep Linking = Your Everything2App

20. Display Retargeting
Your appOther app

21. Web2App - GMaps

22. Mail2App - Linkedin

23. Landscape
APPURL URX
Article on Apptamin’s blog

24. App Landing Pages

25. A Landing Page For Your App

26. Why is that so important?
• SEO
• Ideally, the link that is shared by users
(rather than app store links)
• PRs and content marketing
• Video, offer, AB testing…

27. 2
Hack Expectation

28.  Coming Soon
• Collect leads / email addresses
• You’ll email them at launch

29. People Want What They Can’t Have
Scarce access and curiosity can make it viral
Invite people for earlier access
Invite only!
Elements of a viral launch page

30. But
• App stores pages that describe app
• Landing page that describe app
• Similar to having ONLY a description of your
website’s homepage online - Is that all?

31. 3
Hack SEO With
App Content

32. My Little App
(by My Little Paris)

33. My Little App
Classic app
details
Carousel of
in-app content!

34. Content Landing
Pages

35. Deezer / Spotify
Artists, albums,
playlists, tracks, …

36. Deezer
Content landing page App

37. Airbnb
Site with ‘Smart App Banner Proxy’ App

38. Slideshare
Search App
If app not installed

39. Google App Indexing
Search in-app contents!
#SMXParis: 2015 est l’année de l’App Indexing

40. ASO

41. ASO Basics: Key Factors
• App Name
• Icon
• Average Ratings
The Ultimate 2015 App Store Optimisation Cheat Sheet

42. Include Keywords In App Name

43. Include Keywords In App Name
2nd result on ‘Save videos’

44. • Choose content carefully
• First 2 ones are very important
(search result)
• Add marketing messages
• Create effective app screenshots
Screenshots

45. 4
Hack ASO

46. • Create a mobile web landing page
that looks like the app store page
• A/B Test app name, icon, description,
screenshots, video preview, price…
Appstore Proxy
A
B

47. Appstore Proxy / Tools
A
B
• Create a mobile web landing page
that looks like the app store page
• A/B Test app name, icon, description,
screenshots, video preview, price…

48. Hack Ratings
& Reviews
5

49. Stop Begging
For Ratings & Reviews

50. The right way to ask users to review your app
ASO: Hack Ratings

51. The right way to ask users to review your app
ASO: Hack Ratings

52. ASO: Hack Ratings
• Encourage high ratings and avoid negative reviews
• Gather feedback and product suggestions
• Turn dissatisfied users into happy users
(+good reviews)

53. LeKiosk use case
!!!

54. And on the web?
How to Reduce Churn by 50% and
Increase Customer Happiness with NPS Processes

55. 6
Hack Virality

56. Virality Is All About Word Of Mouth
• Hard to generate artificially
• Sharing on social networks = digital version of WoM
• Mutual benefit for sharer and viewer
• How psychology behind WoM works

57. Download
Deezer
Launch
App
Social2App
App Store
App
acquisition
retention

58. Viral Loop
App Store
App
acquisition
retention
Get your users advertising for you

59. Ease Content Sharing
Deep into the product
Deezer Meetup

60. Ease App Sharing
• Google ‘App Invites’ make recommending cool
iOS and Android apps more personal - link
• Don’t forget email and SMS!
• Facebook app invites - link

61. 7
Hack Referral

62. • Symmetric bonuses -
« Give 10£, Get 10£ »
• Streamline and optimize
the whole flow
• Choose the right moment
to push it
Referral Program
Slides - Optimize your referral flow

63. Make it personal!

64. Mix It All Together
-
Case Of Consult
(app for healthcare professionals)

65. ASO

66. Ease Content Sharing

67. Native Prompts

68. Collect Feedback

69. Ratings

70. And Sharings!
25% 75%

71. So, did you like
this talk?
Feedback
(just send me an email)
Share
(useful for others!)
Could be better… Definitely!

72. ThinkMobile Newsletter
(Mobile, Innovation, Startups)
ajubien @AlexJubien
Alex Jubien
Mobile Strategist
ThinkMobile.fr