12 MOBILE GROWTH by @adrienm
TACTICS

1
out-of-market testing

4 months before launch $500
ads to acquire ~3k users

quantitative testing Unbiased users ASO
Conversion rates Retention rates bit.ly/tempotesting

2
THE BANDWAGON EFFECT

Dec 2012: The Viral Video

3
App store Featuring

2013: 700 000 downloads

last week of 2013 (featured):
2.8 Million downloads

increase chances Build a great
app (excellent UI & UX) Use latest iOS innovations: iCloud, Game Center, Passbook, Apple Pay, Touch ID. Be universal: iPhone and iPad, EN/FR/ES/DE/IT iOS only Get in touch with Apple: 3 weeks before, at least.

4
app store optimization

APP STORE SEO ! LOCALIZATION
! CONTENT

Ranking algorithm App Store: !
- Keywords in the app’s keyword set - Keywords in the app’s title - Nb of downloads on a specific period of time - Rating Google Play Store: ! - Total nb of downloads - App quality (engagement, uninstalls…) - Rating - Keywords - Nb of backlinks - Social proof (G+ & FB) Tools: AppCodes, AppAnnie, Sensor Tower bit.ly/asocheatsheet

LOCALIZATION DOWNLOADS REVENUE 7 languages
= 76% of the market

StoreMaven

5
get amazing reviews

Apptentive / Helpshift: in-app feedback
and rating prompts

hustling App in the Air
Find bad reviews users and change their mind: ! - look for the nickname on Google - naming convention: “jdoe” => search “doe” in DB - use country in search - use social apps commented by this user

6
ad hypertargeting

deeplinking = opportunities

7
channel experiments

“You can’t share urls on
Instagram and Snapchat” J. Miller (Product @Facebook)

8
externalize experience

Blab enables non-users to watch
videos sent by users without downloading the app.

Tinder Tinder’s matchmaker: enabled non-users
to be matched with other people by friends.

9
personalization

20% of your “users” will
open your app only once Source: Localytics

Tools: Yozio, Branch.io
Airbnb

10
push notifications

Ask for authorization before pushing
the pop up.

Timely + personal = win
Tools: Parse Push, Appboy

11
gamification

65% of people stop using
apps 3 months after install ! (Appboy)

Foursquare

12
create a habit

Shopkick

Get the best articles and
tools on mobile growth marketing: ! ! http://mobilegrowth.launchrock.co

Thank you! If you need
help or want to chat about your mobile growth strategy: ! amontcoudiol@gmail.com @adrienm