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How To Grow Your User Base?

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How To Grow Your User Base?

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In these slides we will see how to use Firebase Analytics in order to grow your user base. We will see how to effectively use insights from both paid and organic channels in order to create growth.

In these slides we will see how to use Firebase Analytics in order to grow your user base. We will see how to effectively use insights from both paid and organic channels in order to create growth.

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How To Grow Your User Base?

  1. 1. Let’s Grow Your User Base Launchpad Build Day
  2. 2. Proprietary + Confidential Ido Green @greenido
  3. 3. Proprietary + Confidential Agenda For The Day 10 - 11am - Optimizing product 11- 12pm - Re-engagement 12 - 1pm - Grow and Earn 1 - 3pm - Office Hours 1 - 4pm - Code Labs
  4. 4. Mobile First Web Strategy?! The Macro View
  5. 5. Source: xkcd.com a webcomic of romance, sarcasm, math, and language
  6. 6. What about all the time spent in apps? Mobile web vs. apps vs. Source: comScore Mobile Metrix, U.S., Age 18+, June 2015 13% 87% Mobile web Apps
  7. 7. In reality, time spent is concentrated in a few Mobile web vs. apps vs. Source: comScore Media Metrix MP and Mobile Metrix, U.S., Total Audience, June 2015 13% 35% Other apps Entertainment (Games, radio, multimedia) Social and messaging 32% 20%Mobile web
  8. 8. Source: comScore Mobile Metrix, U.S., Age 18+, June 2015 The web offers broader reach, but engagement is low Top 1000 mobile apps vs. top 1000 mobile web properties 10.9 Monthly unique visitors (MM) 3.3 Average minutes per visitor Mobile webApps 8.9 201.8
  9. 9. Opportunity to capitalize on broad mobile web reach Mobile Web Lots of users, but hard to re-engage High engagement, but a small piece of overall user traffic Modern web features enable better engagement Opportunity to engage users Apps “...your mobile website is the top of the funnel for your user acquisition on mobile. It is where people land when coming from search, email, social media, text links, etc, etc. The mobile web scales much better. You can build a large audience on mobile web much more easily than via mobile apps.” -- Fred Wilson
  10. 10. A holistic strategy for Mobile Start thinking Site and App - not Site or App; Provide the best experience in both. Site App
  11. 11. For Apps: Firebase Analytics Paid user acquisition Organic growth
  12. 12. per day At bus stop, listen to new music playlist 8:30am Browse summer styles on YouTube 7:15pm On bus, check email for sales this weekend 5:29pm At lunch, play Scrabble while waiting in line 1:33pm Use flashlight app to find dropped earring 11:09pm Use maps to get directions to Creole food truck 1:13pm Find the fastest route home 11:36am Wake up and read news online 6:50am 150x Buy newest game to play 11:15am Search for the nearest coffee shop 8:42am
  13. 13. Some challenges to growing apps Too many tools Finding the right users Mobile technology is hard
  14. 14. Firebase Analytics
  15. 15. Firebase: app success made simple
  16. 16. Getting started with Firebase
  17. 17. Three ways that Firebase Analytics can help Free and unlimited Automatic event reporting Seamlessly integrated
  18. 18. We built Firebase Analytics to be cross platform
  19. 19. One source of truth as you Develop, Grow, and Earn
  20. 20. Transworld Endless Skater
  21. 21. Transworld Endless Skater & Mike
  22. 22. Mike wants to drive more installs of his app Installs 100K 200K 300K0 400K Goal: 300,000 Current: 10K
  23. 23. Paid user acquisition
  24. 24. Mike decides to run paid marketing Installs 100K 200K 300K0 400K Goal: 300,000 Current: 10K
  25. 25. Firebase and AdWords make growth simple
  26. 26. Universal App Campaigns make paid growth easy Searching on Google.com Watching on YouTube Engaging with Apps Surfing the Web Discovering on Play
  27. 27. Universal App Campaigns make it easy
  28. 28. Evaluating performance across channels AdVise
  29. 29. Finding growth opportunities with Events
  30. 30. Create meaningful segments with Audiences
  31. 31. Moving the needle
  32. 32. Mike sets an ARPU goal ARPU $1.00 $2.00 $3.00$0.00 $4.00 Goal: $3.00 Current: $2.20
  33. 33. Audience Installs 100K 200K 300K0 400K Goal: 300,000 Current: 80K
  34. 34. Not a lot of users who install actually purchase
  35. 35. Analyzing performance across channels
  36. 36. Australian users
  37. 37. Optimize for the metrics you care about
  38. 38. End of Mike’s story Installs 100K 200K 300K0 400K ARPU $1.00 $2.00 $3.00$0.00 $4.00 Goal: 300,000 EXCEEDED! Current: 300K Goal: $3.00 EXCEEDED! Current: $3.30
  39. 39. Organic growth
  40. 40. Use Firebase Notifications to send relevant messages ! ! Both to: Android & iOS
  41. 41. Build an audience with Firebase Analytics Create and send the message with Firebase Notifications Use Firebase Notifications to send relevant messages Tailored messages for each group
  42. 42. Invite more, valuable users to your app Identify in Firebase Analytics via Audiences Target group with invites campaign Group shares email / sms with contacts
  43. 43. Firebase App Indexing gets your app into Google Search ● App is already installed when users search for related content, they will launch your app directly from the search results. ● If users don’t have your app yet, an install card shows up in search results. ● Adding App Indexing promotes both types of app results within Google Search and also provides query autocompletions.
  44. 44. A growth engine for your business Understand how users behave in your app Understand marketing campaign performance Turn user insights into actions
  45. 45. youtube.com/firebase twitter.com/firebase Firebase Analytics firebase.google.com/docs/analytics The rest of Firebase firebase.google.com Get help and join the conversation firebase.google.com/support Resources
  46. 46. Confidential & Proprietary Codelab Time
  47. 47. Confidential & Proprietary One-to-One Reviews
  48. 48. Confidential & Proprietary The End
  49. 49. Thank You!

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