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  1. 1. User Acquisition- Organic & Paid @neerajkushwaha Growth Hacking
  2. 2. I have detected a user need I have analyzed competitor and I have detected opportunity I have done all use cases and we have doubled checked with potential users I have designed the app using best mobile best practices I have approval of Google Play Store I have a new app…. I have a new app…
  3. 3. Some Figures 100 New films/Week 250 New Books/Week 18000+ New apps/week More than 2 Million Apps available in App Store Nearly two third of apps have no more than 100 downloads. 40% of Android apps have no update or reviews Some Figures
  4. 4. •Making Just an app isn’t enough. •If you don’t have app marketing strategy, then you are away from…. What does It means to us…. What does it mean to us….
  5. 5. 63% of Apps are Discovered by App Store Search 63% of Apps are Discovered by App Store Search
  6. 6. What we will work on today: ● Keyword Research: Finding 100's of Keywords With The Click Of A Button ● Analyzing Keyword ● Generating App Title ● Writing your way for Ranking #1 ● How to use main keyword and secondary keyword within description ● First Impressions are Crucial ● Split Testing your Icon ● Bonus- To Increase Downloads ● App Reviews Importance and Methods ● Get Featured ● Partnership, Influencers, Marketing and PR ● Social Media Marketing ● Viral Loops & Referrals AGENDA
  7. 7. Keyword Research Create your app store meta data using the right keywords that your users might be searching: • Search for your primary keywords on the app store and find out who are the top search performer. • Find out which are the less competitive keywords with medium search volumes you could rank higher for. Make use of tools to guess keywords of your competitors as well as to track your search rankings over time. Some Keyword research tools are- keywordtool.io , AppTweak, SearchMan, MobileAction, KeywordExtreme.com
  8. 8. Keyword Research- (Brain Storm Module)
  9. 9. Keyword Research- (Research Module)
  10. 10. Keyword Research- (Analyze Module)
  11. 11. Keyword Research- (Analyze Module) Most Important Guidelines for Keyword Implementation Look through all the keywords your found from keyword analysis and find one that follows these guidelines: 1. Never use one or two words keywords, they are too hard to rank for. 2. Always have what your app is about be your “First” word in your main keyword 3. Separate the keyword you found into two groups • Group 1- Start with your main keyword. • Group 2- Doesn’t start with your main keyword Writing Title of the App Use the Title to convey the most important function of your app. Your app listing on app store is heavily dependent on it.
  12. 12. Writing Your Way For Ranking #1 App Description • Its important to communicate your app to potential users, to the point and easy to understand • Include every detail that you should include: omit everything unnecessary • DO NOT REPEAT WORDS (Google Play recently changed its content policy to disallow it) Outline 1. Introduce your app. 2. Tell them whats inside your app. 3. Describe the game and include their instructions for game play. 4. Talk about the advantage they will get when they play your games. 5. Talk about your company 6. End with engaging sentence about your game. Writing your App Description Other Takeaway • Screenshots: Everyone likes to see what an app looks like. Display some eye catching screenshots. • Include Video: 20-60 Secs video describing main features, benefits to users makes an impact.
  13. 13. Using the Keyword in Description Main Keyword: Title Use the main keyword 3 times within the description, make sure to add it naturally, it has to make sense. • In the first sentence • In the middle of the description • In the last sentence Secondary Keyword • Add your secondary keyword naturally throughout your description • If they can’t be added naturally or if it doesn’t make sense, then don’t use them.
  14. 14. Guidelines to follow when Writing Description 1. Paragraph have to make sense….. 2. Always follow Google Play rules and Policies 3. Never just have a list of keywords 4. Never have keywords within your descriptions that have nothing to do with your app. 5. Remember you have to tell Google Play what your app is about, so they can get it in front of the right people. 6. Please write your own description. If your copy our description or anyone else’s you will get flagged for duplicate content and your app WILL NOT rank.
  15. 15. Key Factors Affecting User Growth PLAY STORE APP STORE Downloads Y Y Revenue (Paid Apps Only) N Y App Strats (How Often the App is Used) Y Y Number and Values of Reviews Y Y Keyword Relevance Y Y Recent Updates N Y Retention & Engagement Y Y Social Proof Y N BackLinks Y N Ranking Factor
  16. 16. First Impressions are CRUCIAL Icon Don’ts 1. Don’t Include words. If you words you are limiting yourself to English marketplace. 2. Don’t use photo. A scaled down photo won’t transfer well into a small icon, and it will stand out in a bad way. 3. Don’t add too many elements or unnecessary design in the icon can confuse and irritate the viewer. Adding multiple character or too much detail to an icon makes it look muddled and confusing when viewing it at small size screen. Examples not to do…..
  17. 17. First Impressions are CRUCIAL Icon Do’s 1. Simple is GOOD. 2. Make sure your icon matches the theme of your app. (Colors, Characters) 3. If you have a game, then choose the main character and make that the focal point of Icon. Games like Angry Birds, and HayDay. 4. Since your icon will be seen at different sizes in different areas on different devices, be sure that it looks just as good at the largest dimensions as it does at the smallest. Here are some good examples…..
  18. 18. Split Testing Go To Your Developer Account – Store Listing - Experiments
  19. 19. Split Testing Guidelines • Experiment Boldly: Make designs that are wildly different. • Form Hypothesis and make test basis on that. • Know which Metric matter, download, Activation, purchase and track religiously.
  20. 20. Bonus Trick- Simple Tip That Will Increase Download Package Name How Most People Do….. Com.CompanyName.NameofApp Example of the way that will help your ranking….. Com.MainKeyword.SecondaryKeyword.
  21. 21. Good Examples
  22. 22. Good Examples
  23. 23. Why Reviews and Ratings
  24. 24. App Reviews and Ratings User Perception 59% checks reviews before download 37% checks reviews before IAP 33% checks reviews before updating Little/no influence for only 8%.
  25. 25. App Reviews and Ratings Android Snippet
  26. 26. App Reviews and Ratings Rank Algorithm
  27. 27. How
  28. 28. App Reviews and Ratings- (Beg)
  29. 29. App Reviews and Ratings- Rules to Follow Rules to Follow: 1. When you post always ask for honest review. 2. Don’t ask for 5 Star rating. 3. Ask if they can play the game and leave it on their phone for at least 3 days. Example….. Lets exchange reviews….Rate my app and I will do the same honestly & quickly. Leave the app in your device for at least 48 hrs. Thank you. Groups Go to Facebook and type in App Review Exchange. Here are some that which have had success with… https://www.facebook.com/groups/504014746323535/ 2. https://www.facebook.com/groups/1445272822357333/ 3. https://www.facebook.com/groups/boostandroidapps/
  30. 30. App Reviews and Ratings- Rules to Follow Connect with your users inside your app, giving them a place to vent and talk directly to the developer. On the flip side, you want to guide happy customers to leave positive reviews. Integrate 3rd party tools that prompts a user to rate based upon - How many days the app has been installed. - Does he love your app and more….. - How much is he/she engaged with app. - Only Target happy users - Only target veteran users - Don’t break user context by forcing interactions.
  31. 31. App Reviews and Ratings Don’t Intrude Make an app good enough for some people to love it. By nature, you’ll lose some people along the way, but that’s OK: an app that strives to satisfy as many people as possible will usually only get people tokinda like it, not love it. Accumulate a huge surplus of goodwill from those customers with a combination of step 1, usefulness, delight, and adding more functionality over time. Make it easy to rate the app with a button that’s never annoying or in the way, like in the Settings screen.
  32. 32. Ask Questions, Don’t Beg App Reviews and Ratings
  33. 33. App Reviews and Ratings Answer/Contact Convert negative reviews in positive.
  34. 34. App Reviews and Ratings- What to Avoid - Email you and say they can get you real reviews for this price. - Don’t spam your users notifications and POPUPS to rate/review app. - Don’t put reviews by yourself. - Don’t promote your app in falsify manners with misleading ads. - Don’t ask for app rating after your app is crashed
  35. 35. App Reviews and Ratings- What to Avoid
  36. 36. Get Featured (Do’s) Basic Principal to follow while developing a mobile app, will help to get the app featured (Appear on top) on app stores - User Exp - Beautiful and Innovative - Well Built - Optimum use of OS (App iOS/Google iOS functionality) - Follows best practices - Implement Google Product Initiatives - Consistent Across devices - Localized - Get press coverage Launch Checklist- http://developer.android.com/distribute/tools/launch-checklist.html#determine-country
  37. 37. Get Featured (Don’ts) 1. Apps should not use the payment provider other than Google 2. Apps should not offer to give users in-game prizes, rewards for giving a five star review of the app. This blatantly disregards and cheats the app rating system. 3. Apps should not download other apps, as if it were an app store 4. Apps should not change or remove default android buttons.
  38. 38. Partnership, Influencers, Marketing & PR
  39. 39. Partnership, Influencers, Marketing & PR
  40. 40. PR Launch Case studies http://appflood.com/blog/ios-android-app-pr-strategy- examples
  41. 41. Social Media Marketing No matter where you are in your app development journey – from ideation to having an existing app in the marketplace – you can immediately benefit from real-time social media interactions. 1. Build Following- If you already have large followings on your personal accounts, absolutely use them to promote your new app pages. 2. Use hashtags – thoughtfully: Post content with appropriate hashtags so relevant people can discover you. 3. Have a content strategy: Create a regular content cadence and tell your followers how often you post – daily, weekly, etc – and stick to it. Your posts should include interesting, relevant updates – not sales messages. Encourage user generated content. 4. Get feedback: The most important thing to remember about social media is that it’s a two-way channel – not a podium where you do all the talking. 5. Reward users for connecting with your product: If you use virtual currency or items in your app, consider rewarding users who connect with you through social media. 6. Build Community on FB/Twitter/Relevant Blog: Social media requires long-term engagement and connection and an investment of time and attention from an app developer.
  42. 42. Social Media Marketing Good Examples of FB pages: https://www.facebook.com/TapTheFrog https://www.facebook.com/angrybirds https://www.facebook.com/tradenations Example of You Tube Video- https://www.youtube.com/watch?v=Cu4_IwPGcHc
  43. 43. Social Media Marketing- Tools to Help https://blog.bufferapp.com/mobile-apps-tools-for-marketing Buffer: You can schedule updates to multiple accounts on Twitter, Facebook, LinkedIn, and Google+, as well as follow-up with statistics on how each post performed. Tweetbot: One of the most popular Twitter clients out there, Tweetbot lets you organize and interact with your Twitter stream in whichever way is most productive for you. Facebook Pages Manager: You can enjoy complete page management controls via this Facebook app, making life super easy for admins who need to make changes on the fly, while you’re on the go. Flow For Instagram: Flow for Instagram solves some of these quibbles with an iPad-specific display of your Instagram feed.
  44. 44. Social Media Marketing- Additional Resources http://www.socialmediaexaminer.com/24-must-have-social- media-marketing-tools/
  45. 45. Referrals and Viral Loop
  46. 46. Referrals and Viral Loop Not Viral- “Please Download App here” Viral but not Viral Loop: “This is really coo app, so I better suggest to my friend” Plan at App development stage to implement Viral Loop. Some Examples of Viral Loop: 1- Beat My Scores: This works best for the game when you invite your friends to beat the score within a game. 2- Help From Friends: This strategy really works for games. This time instead of Challenging others, you create a roadblock. 3- Jump the Queue: You setup the queue for people to get your app in advance of your app release. Then you give them an option to jump up the queue by spreading a message on social media.
  47. 47. Paid User Acquisition 2
  48. 48. The Multiplier- How Paid Install boost Organic Downloads Q: How much money do you typically spend on app marketing per month? 1. $0 Per Month 2. $1 to $4,999 Per Month 3. $5,000 to $9,999 Per Month 4. $10,000 to $20,000 Per Month 5. More than $20, Per Month
  49. 49. The Multiplier- Paid and Organic
  50. 50. Is there even a relationship…….. ? Paid Installs
  51. 51. Fat Wedding Between Paid and Organic Installs…….
  52. 52. …… Yes there is! On average, the correlation between paid downloads and organic downloads is 1.5x That is for every paid download we see, we see 1.5 organic download.
  53. 53. But not all apps are created equal.
  54. 54. ….. And thus, it differs by category
  55. 55. How to take advantage Paid Advertising: Burst, Sustained, Alternative Channel, Re-Engagement ?
  56. 56. Important Points to Note Before You Run Paid Promotion • Measuring App Installs Campaigns Can be Tricky
  57. 57. Important Points to Note Before You Run Paid Promotion….. • Beware of Double or Triple Charges (Last Click Attribution)
  58. 58. Important Points to Note Before You Run Paid Promotion….. • Figure Out which Channel is driving “best” ROI
  59. 59. Important Points to Note Before You Run Paid Promotion….. • Cohurt Analysis are your Friend
  60. 60. Important Points to Note Before You Run Paid Promotion….. • The “last touch” source isn’t the only one that matters.
  61. 61. Important Points to Note Before You Run Paid Promotion….. • Use Deep linking in your campaign for better user experience..
  62. 62. Important Points to Note Before You Run Paid Promotion….. • Find the right tracking & attribution partner before starting paid promo. Adjust, AppFlyer ,Ad2Campaign, Kochava, TUNE, AppSalar, Localytics, Criteo, Grab Analytics More Details: http://www.mobyaffiliates.com/blog/top-mobile-advertising-analytics-tracking-tools/
  63. 63. Paid Promotion Channels 1. Facebook App Install Ads 2. Twitter App Install Cards 3. Google AdWords Mobile App Install Ads 4. YouTube TrueView App Install Ads 5. Instagram 6. Tumblr Mobile App Install Ads 7. Ad Networks (ChartBoost, InMobi, TapJoy, SponsorMobi and Many Others) 8. Direct O&O Publishers (TOI, Cricbuzz etc). 9. Incent Promotion Partners (Rational Heads, mCent, Freecharge, Laddo etc) 10.APK Notification Promotions. 11.3rd Party App Stores (Baidu, UCWeb, CleanMaster and Many more) 12.OEM Partnership 13.Cross Promotion 14.Programmatic Media Buying 15.Many More
  64. 64. Choose Your Paid Partners Wisely Don’t Outsource to media agency
  65. 65. Large Ad Platforms- Cheat Sheet
  66. 66. Mobile Ad Networks Landscape
  67. 67. 3rd Party App Stores Cross Platform App Stores: OpenAppMKT, GetJar, HandMark, Mobango, Opera, Appia, Biskero, AppCentral, etc. Android App Stores: GooglePlay, Appslib, Slideme, Soc.in, 1Mobile, 9Apps, Xioami, AppBrain, etc. Apple App Stores: App Store, Cydia, Lima, Premier App Shop, Manufacturer Specific App Stores: Samsung Apps, LG Smart Worls, MotoDev, Dell, Cisco, Docomo, Lenovo, Micromax etc Operator Specific App Stores: Verizon, T-Mobile, China Mobile, Sprint, Aircel Pocket Apps, Aircel App Centra, etc. More List of App Stores are here- http://www.businessofapps.com/the-ultimate-app-store-list/
  68. 68. Media Buying Thru RTB Channel Demo- https://rtb.sitescout.com/#splitview-1019:/advertisers/campaigns
  69. 69. Best Practices for Media Buying - Define your campaign Objective (Awareness, drive sales, drive Installs, improve engagement). - Define expected campaign result. For Example- Increase play store ranking by 10%, Increase Retention ratio by 20%. - Define Target Audience. ( Segment, City, Users, Demog) - Setup initial pricing and KPI according to your objective. - Choose the right media channel basis on objective. - Run pilot before committing large budget to any media partner. - Define metrics to track performance of every media channel and communicate upfront. - Going CPI Vs CPC
  70. 70. LTV Why is tracking LTV is critical for your app success
  71. 71. Isn’t tracking revenue alone enough ?
  72. 72. What Happens when Ad Spend Stops
  73. 73. Enriching Your LTV Analysis with Segments - Work with Analytics Partner to track LTV by acquisition sources - Identify your high value users and media sources - Identify trends/actions that your high value users perform - Focus on optimizing the trends/action that your high value users are doing. - Possible events to Optimize: Opens, Logins, Add To Cart, Registrations, Search, Music Play, Add to wishlist, Checkout Initiated, Level Achieved, Content Viewed, Shares, Reservations. Etc. Example: Say you run an mCommerce app. Because you’re tracking LTV of users who perform certain key actions, you observe that users who perform an in-app search have a higher average LTV than users who don’t. Now you can form a hypothesis: if you can encourage more users to search, than you can increase average user LTV. To test the hypothesis, encourage more searches either by sending an in-app message to users who haven’t searched, by making the search tool more prominent, or doing something else to encourage user searches!
  74. 74. Driving Re-Engagement How do you go beyond app installs and focus on dormant users and re-engagement?
  75. 75. Create Targeting Segment of your audience Create distinct strategy to re-engage with your users.
  76. 76. Re-Target Users
  77. 77. Use Push Notifications
  78. 78. Emailing Users to Re-Engage
  79. 79. @Growthhackasia (Growth Hacking Asia) Love To Hear About Your Success Twitter Handle- @neerajkushwaha Email: Neerajkushwaha29@gmail.com Contact: +91-9742344408