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Unlocking App Success: How to Turn Your App Into a Mobile Growth Engine

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Creating a mobile app is easy. The hard part is making sure it turns into a viable business, not a one-hit wonder. That’s why Localytics and Branch Metrics are teaming up to give you a sweeping, 360-degree view of what it takes to build a booming mobile business. In this presentation, we’ll reveal the four big stages of app growth, and teach you how to succeed during each one.

Publié dans : Mobile
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Unlocking App Success: How to Turn Your App Into a Mobile Growth Engine

  1. How to turn your app into a mobile growth engine UNLOCKING APP SUCCESS
  2. MEET YOUR HOST Annum Munir @annummunir Content Marketing Manager P.S. Check out ourapp marketing blog! .com/blog
  3. #AppAnswers
  4. CEO Alex Austin @branchmetrics MEET YOUR SPEAKERS Josh Todd @localytics CMO Closed-loop app analytics & marketing software
  5. Josh Todd @localytics CMO CEO Alex Austin @branchmetrics Growth-focused,cross-channel mobilelinks MEET YOUR SPEAKERS
  6. 1.  The Reality of Building a Successful Mobile Business 2.  What is a Mobile Growth Engine? 3.  How to Turbo-Charge the Mobile Engine 4.  Next Steps and Q&A AGENDA Stage 1: Awareness Stage 2: Download Stage 3: Activation Stage 4: Share
  7. THE Reality OF BUILDING A MOBILE APP BUSINESS
  8. Building a successful mobile app business is like running in a marathon …“
  9. … and then fighting a sumo wrestler. ”-  Alex Austin, Branch Metrics
  10. EVEN IF YOU BEAT THE OTHER 50,000 APPS IN THE RACE TO THE APP STORE …
  11. In Round 2, when you’re fighting to earn and engage users ... Your new app The other 1.4 million apps already in Apple’s App Store Vs.
  12. … you will likely be eliminated by the incumbent professionals. The existing heavyweight apps people already love Vs. 84% Of people’s time on their smartphones is spent using just 5 apps Source: TechCrunch, 2015
  13. UNLESS
  14. YOU BUILD A MOBILE GROWTH ENGINE
  15. WHAT IS A MOBILE Growth ENGINE?
  16. THE MOBILE GROWTH ENGINE Cyclical process that causes people to download your app, meaningfully engage with it, and then promote your app.  
  17. THE MOBILE GROWTH ENGINE Awareness Download Activation Share (How you get attention) (How you engage users) (How you increase virility) (How you earn users)
  18. STAGE ONE: GENERATE Awareness
  19. HOW CAN YOU GET PEOPLE TO NOTICE YOUR APP?
  20. THE MOBILE GROWTH ENGINE Awareness Download Activation Share Paid & affiliate campaigns Blood, sweat, tears Organic channels
  21. ORGANIC CHANNELS For Driving Awareness
  22. ORGANIC CHANNELS: APP STORE OPTIMIZATION Optimize your app store listing Gain visibility in app store searches
  23. ORGANIC CHANNELS: WEBSITE Redirect mobile website traffic to your app
  24. ORGANIC CHANNELS: EMAIL Encourage email subscribers to download your app 53% of emails are opened on a mobile device. Source: Litmus, 2015
  25. ORGANIC CHANNELS: SOCIAL MEDIA Promote your app on social platforms
  26. ORGANIC CHANNELS: PR Earn media coverage by highlighting how your app is different
  27. PAID CHANNELS For Driving Awareness
  28. PAID CHANNELS: MOBILE ADS Work with a mobile advertising company to place targeted ads in other apps
  29. Thanks  for  joining  Aus0n  on   TwoDots!  Get  started  with   some  extra  free  Moves  &   Bombs  on  us!   Use a link that stores meta-data from Yummly’s shopping cart PAID CHANNELS: AFFILIATE CAMPAIGNS
  30. Share  &  Get  Free  Moves!   Call  it  Quits!   New user is brought to items from Yummly recipe upon first opening Instacart PAID CHANNELS: AFFILIATE CAMPAIGNS
  31. The 1st stage of the mobile growth engine is about GENERATING TRAFFIC to your app store listing.
  32. STAGE TWO: MONITOR Downloads
  33. WHICH AWARENESS CHANNELS ARE BRINGING IN THE USERS? MOST VALUABLE
  34. THE MOBILE GROWTH ENGINE Awareness Download Activation Share Gauge success of organic and paid campaigns Measure user acquisition
  35. HOW TO MEASURE Organic Downloads
  36. ORGANIC CHANNELS: ATTRIBUTION Replace each link that points to your app with a uniquely tagged link
  37. HOW TO MEASURE Paid Downloads
  38. PAID CHANNELS: ATTRIBUTION Use an app analytics platform that partners with major ad networks to track user acquisition campaigns
  39. BUT REMEMBER
  40. NOT EVERYONE WHO DOWNLOADS YOUR APP WILL BECOME A USER.
  41. Source: Localytics, 2015 Of users only use an app ONCE. 25%
  42. Source: Localytics, 2014 60%The likelihood that an app user who doesn’t return within 7 days will NEVER COME BACK.
  43. The 2nd stage of the mobile growth engine is about MONITORING both the QUANTITY & QUALITY OF USERS from each channel.
  44. STAGE THREE: ACTIVATE Users
  45. HOW CAN YOU USERS? ENGAGE
  46. THE MOBILE GROWTH ENGINE Awareness Download Activation Share Personalized onboarding Email Push & in-app messages Remarketing
  47. 1. PERSONALIZED ONBOARDING For a Socially Relevant Signup Process
  48. PERSONALIZED ONBOARDING: REFERRAL REWARDS Offer discounts/freebies to users for inviting friends
  49. Personalized Onboarding PERSONALIZED ONBOARDING: WELCOME SCREEN Regular Onboarding 78% Conversion to signup Source: Branch Metrics, 2015
  50. 2. PUSH MESSAGES For Latent Users
  51. PUSH MESSAGES: TO HOMESCREEN Motivate inactive users to return to your app with targeted, carefully timed, and well-written copy 88% MORE Users with push enabled have app launches. Source: Localytics, 2014
  52. 3. IN-APP MESSAGES For Nurturing Users
  53. IN-APP MESSAGES: DRIVE CONVERSIONS Move users further along funnels to ultimate in-app action with beautiful, branded, in-app creatives 4X HIGHER In-app messages presented based on an event have conversion rates. Source: Localytics, 2015
  54. 4. REMARKETING For Retention & Upselling
  55. REMARKETING: MOBILE ADS TO EXISTING USERS Show current users ads based on how they’ve previously engaged with your brand 48% OF USERS Great for reaching the who opt out of push notifications. Source: Localytics, 2014
  56. 5. EMAIL For Building Deeper Relationships
  57. EMAIL: CROSS CHANNEL MARKETING Treat users with richer, longer form content that is dynamic, carefully scheduled, and contains relevant calls-to-action 4,300%. Email marketing has an ROI of Source: Copyblogger, 2014
  58. The 3rd stage of the mobile growth engine is about MEANINGFULLY ENGAGING & RETAINING users.
  59. STAGE FOUR: IGNITE Social Sharing
  60. HOW CAN YOU SPARK WORD OF MOUTH?
  61. THE MOBILE GROWTH ENGINE Awareness Download Activation Share Social activity feed Exclusive referral perks Contextual deep links
  62. 1. CONTEXTUAL DEEP LINKS For App Content Sharing
  63. CONTEXTUAL DEEP LINKS: SEND CONTENT REFERENCES Allow users to share links to specific content in an app
  64. 2. EXCLUSIVE REFERRAL PERKS For Triggering VIP Installs
  65. EXCLUSIVE REFERRAL PERKS: PASS ON SPECIAL TREATMENT Give existing members perks to share exclusively with friends
  66. 3. SOCIAL ACTIVITY FEED For Creating Social Proof
  67. SOCIAL ACTIVITY FEED: A PLACE TO SHARE APP USE Encourage users to share in-app activities and accomplishments to inspire and compete with their friends
  68. The 4th stage of the mobile growth engine is about MOTIVATING LOYAL USERS TO SHARE your app.
  69. HOW TO Turbo-Charge YOUR MOBILE GROWTH ENGINE
  70. TODAY
  71. Building a successful mobile app business is like running in a marathon …“
  72. … and then fighting a sumo wrestler. ”-  Alex Austin, Branch Metrics
  73. TOMORROW
  74. YOU WILL BE ABLE TO PREDICT AND ANTICIPATE HIS MOVES.
  75. PREDICTIVE APP MARKETING: THE FUTURE Awareness Download Activation Share Predict Machine learning Predictive insight into user behavior & auto- optimization
  76. Understand your app user’s intent before he or she acts.
  77. Adjust your app marketing accordingly to reduce churn risk and improve conversions.
  78. NEXT STEPS Further Reading
  79. THE 2015 APP MARKETING GUIDE READ NOW
  80. #AppAnswers Q&A

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