by Adrien Montcoudiol
(@adrienm)

“MOBILE IS EATING THE WORLD”
Ben Evans

I think the biggest mistake
we made as a company is being too much on HTML5 as opposed to native. “ (Facebook’s first mobile app was on HTML5)

Go mobile first ! or
at least be mobile friendly

first of all: build the
best product

user testing ! individual testing
ongoing Goals: Test perception and usability

user testing ! individual testing
ongoing Tools & Resources: ! Guide: bit.ly/individualtesting UserTesting (Free: Peek) LookBack.io

Typical setup

user testing ! qualitative testing
6 months before launch Goals: Gather 50-150 beta users you can talk to on a regular basis. Search for hooks (3 days of active use) & must-haves (3 weeks) Identify core product value.

user testing ! qualitative testing
6 months before launch Tools: ! Testflight (up to 1000 beta testers for free based on email address) Diawi PreApps (community of early adopters)

user testing ! quantitative testing
4 months before launch Goals: Test your app with 5-10k unbiased users. Get actionnable stats on conversion rates and retention. !

user testing ! quantitative testing
4 months before launch Great Case Study (Tempo AI): ! bit.ly/tempotesting

launch:
create excitement

Mailbox Case Study

Dec 2012: The Viral Video

Originally, Mailbox planned to charge
$3 for the app, but that changed after its debut video attracted more than 1 million views. ! ! “We originated too much interest too fast,” Underwood said. ! ! So instead of charging on day one and potentially crashing its servers (which would greatly damage the brand), the team decided to make the app free but give people access at a slower rate.

The bandwagon effect “The bandwagon
effect is a phenomenon whereby the rate of uptake of beliefs, ideas, fads and trends increases the more that they have already been adopted by others.” (Wikipedia)

The best email app you’ll
ever use.“

acquired by dropbox for $100mm

If you are not embarrassedby
the first version of your product,you've launched too late. - ReidHoffman. “ only if you’re looking for product-market fit.

pr

Make their job easy

PR PERFECT EMAIL TO BLOGGERS:
SHORT & INFORMATIVE ! What is your app: 3 lines Why it is cool: 3 lines Link to App Store (generic > your landing page) Pictures Youtube video link (appears on Gmail) No PDF or word document ! Good timing: early in the week (avoid Apple keynote…) Great timing: newsjacking (ex: Lima during NSA scandal)

PR RESOURCES: ! Great guide
to PR: bit.ly/guidetopr List of blogs to get reviews: bit.ly/getappreviews ! TOOLS: ! BuzzSumo Little Bird / NeoReach PlaceIt

apple featuring

1.2 million apps

Where you
want to be

2013: 700 000 downloads

last week of 2013 (featured):
2.8 Million downloads

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. increase chances

APP STORE MARKETING

What matters most? ! 1.
description (25%) 2. reviews (24%) 3. images (23%) 4. stars (13%) 5. icon (13%)

AB Testing tool for App
Store content: StoreMaven

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) Ranking algorithm RESOURCES: AppCodes, AppAnnie, bit.ly/asocheatsheet

LOCALIZATION After a week for
iPhone. (Study based on 200 apps, 2012 - Distimo) the immediate impact of adding the native language DOWNLOADS REVENUE

7 languages = 76% of
the market LOCALIZATION English, Chinese, Japanese, Spanish, German, French, Russian

ASO is useless
app REVIEWS

REVIEWS Ask the most engaged
users.

REVIEWS
Learn from
unsatisfied users.

REVIEWS Apptentive / Helpshift: in-app
feedback and rating prompts

REVIEWS Fight negative reviews. App
in the Air tactics: find them 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

paid acquisition

Boost launch with ads Many
downloads on a short period of time enable apps to rank high very fast.

US: top 10 overall =
40-50k downloads daily ! FRANCE: top 10 overall = 12-15k downloads daily Source: Distimo

most popular platforms Facebook Ads
Twitter Ads Adsense Display AdMob Tapjoy Appsfire

opportunities
Hyper targeting with deeplinking.

performance tracking tools ! MobileAppTracking
TapStream Appsflyer

soon: new itunes connect analytics

User Activation

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

you should spend 50% of
your work on the first 60 seconds on your app

! ! During the sign
up flow, you have more attention from your users than you will ever again. Don’t make it as short as possible! Help them learn the product in a meaningful way. Onboarding goals:

! 1. Explain how your
application works. 2. Motivate your users to get started. 3. Let your users know how to get help, if and when they need it. Onboarding goals:

Resources Inspiration: UXArchive, Mobile Patterns,
Pttrns, Android Niceties, Little Big Details ! AB testing tools: Leanplum, Apptimize

activation
=
Aha moment

have them experience asap the
core value of your product Facebook: 10 friends (goal: 7 days) Twitter: following 30 people

Fake it till you make
it Reddit created fake users to generate fake activity: it made it easier for new users to understand what was Reddit for.

Virality

sharing = win-win incentive Uber:
give $20 and get $20 Google Inbox: give exclusive invite and look cool

integrate with existing networks 80%
top grossing US apps use Facebook login. ! +26% increase in engagement Source: http://slidesha.re/1EDpRRC

Tap in the address book
Have people send SMS invitations to their friends containing the download link and experience conversion rates from 30 – 50%. Source: http://bit.ly/1udykIh

social media Twitter App Cards
(Free)

Smart App
Banner
social media

adapt to your target Example:
Rooms (by Facebook)

Weird QR code invitation system

wHY??

“You can't share a URL
on Instagram or Snapchat Chat, but you can share a photo. We knew the novelty of screenshoting would be our biggest hurdle but also saw once people learned it became our A+ feature.” ! Josh Miller (Product at FB)

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

bring the experience to non-users
Tinder’s matchmaker enables non-users to be matched with other people by friends using the app.

Personalization +25% bookings Tools: Yozio,
Branch.io

track & optimize every metric
! sharing rate = senders / signups spread rate = recipients / sender click rate = clicks / recipient referral conversion rate = registrations / click viral coefficient over a period of time by channel

retention:
The biggest mobile
challenge

don’t fill a leaking bucket

“retention is king” Read Jamie
Quint’s great article: http://bit.ly/retentionisking

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

(Flurry)

understand your users 1. Isolate
the most active users 2. Analyse their data, talk to them and find patterns. 3. Analyse the lest active users and find patterns. 4. Encourage active behavior 5. Optimize

understand your users Twitter: way
better results when 1/3 of the people you follow get to follow you back. Secret: 90% of users that engage in a conversation come back within the week, often several times per day.

external Engagement tactics 1. Push
notifications 2. App updates 3. Badging 4. Emails

Push notifications

Timely + personal = win
Tools: Parse Push, Appboy Push notifications

Ask for authorization before pushing
the pop up. Push notifications

Push notifications examples

Push notifications examples

Push notifications examples

Timely + personal = win
People will love them and share them. again:

why email is still key:

App Updates
Brand building

build an engaging product

gamification Foursquare Rivalry is a
great motivating factor, which is why the best online businesses have learned to harness it. Collecting points, chasing people in rankings and contributing to common results keep users engaged.

Create a habit Shopkick (in-store
discounts) Problem: most people don’t go shopping every day. Solution: redesign the app for a daily use to create an habit. So they launched a feed of discounts on the app and they focused on content. It may not be the core value of the product, but it creates habit and more people then open the app in store.

in a nutshell 1. build
your product right 2. understand your users 3. optimize

sources (and resources): http://ben-evans.com/#blog https://appmarketingdaily.com/
https://medium.com/@bayramannakov http://iosdevweekly.com/ http://andrewchen.co/ http://sarlitt.me/ http://michaelvallez.com/ http://cafe-numerique.com/ (FR) http://blog.appcod.es/ http://apptamin.com/blog/ http://appmarketer.co/ http://trademob.com/blog/ http://asoprofessional.com/ http://insidemobileapps.com/ http://info.localytics.com/blog

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

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