growth hacking for mobile - hack 2 validate & hack 2 grow

@andreehuk andree@themobilefirm.co

Growth Hacking For Mobile

!

Hack to Validate Hack to Grow

@andreehuk

same fashion ≠

different results

@andreehuk

“whenever i followed another person’s advise i lost money” {jim rogers}

@andreehuk

what is growth hacking?

@andreehuk

the new marketing

@andreehuk

the intersection between product, marketing and data

!

“in the age of social, the right growth strategy with the right product-market fit will lead to

massive scale through viral loops” {aaron ginn}

@andreehuk

example airbnb

@andreehuk

# of guests

example airbnb

@andreehuk

example twitter

@andreehuk

“We dug in and tried to learn what the “aha” moment was for a new user and then rebuilt our entire new user

experience to engineer that more quickly” {josh elman, joined twitter in oct 2009}

example twitter

@andreehuk

example twitter

@andreehuk

example reddit

@andreehuk

what is growth for you? bpmf or apmf?

@andreehuk

“product-market fit is the only thing that matters”

{marc andreessen}

@andreehuk

before product/market fit hack to validate

!

after product/market fit hack to grow

@andreehuk

“growth hackers make products that are easily understood beyond a niche tech crowd”

{bronson taylor}

@andreehuk

simplify, simplify, simplify

@andreehuk

simplify, simplify, simplify

@andreehuk

simplify, simplify, simplify

@andreehuk

old new

simplify, simplify, simplify

This is focused and simple

@andreehuk

tracking on mobile

@andreehuk

ios cuts the cord between acquisition and install

!

android doesn’t, yeah

tracking on mobile

@andreehuk

tracking on mobile

cookie {ios}

unique identifier

device fingerprint

{web > app}

referrer url

{android}

@andreehuk

tracking on mobile

other app has sdk of ad network

!ad network is

integrated with 3rd party tracking

tool

your app w/ 3rd tracking tracking sdk

ad

app download

3rd party tools

@andreehuk

tracking on mobile mobileapptracking.com

@andreehuk

tracking on mobile adjust.io

@andreehuk

growth hacking bpmf

@andreehuk

single-player utility !

hack 1

single-player utility

@andreehuk

single-player utility

@andreehuk

single-player utility

@andreehuk

• get value out on your own • solves chicken-egg problem • its scalable • after they became hooked integrate smart viral loops

learnings single-player utility

@andreehuk

how to tackle content v0.1 !

hack 2

@andreehuk

www.posing.es

@andreehuk

1234567

8

9

how to tackle content v0.1

when they started

@andreehuk

new

1

2

how to tackle content v0.1

This is restrictive

This is focused and simple

@andreehuk

• keep the core features as accessible as possible • avoid/mind restrictive features

learnings tackle content v0.1

@andreehuk

how to ‘fake’ or ignite activity? !

hack 3

@andreehuk

spur activity

Aw’sm party? Well…

@andreehuk

A

Sorry mate, no buddies

how to ignite activity?

Empty party

@andreehuk

b + c do not know each other

user a

user b non-user c

invites invites

how to ignite activity?

@andreehuk

user c

user b

become friendssigns up

non-user c

how to ignite activity?

@andreehuk

alive and kickin’

@andreehuk

A

Sorry mate, no buddies

how to ignite activity?

alive and kickin’

@andreehuk

• non-trustful connections can get your product to the next milestone • make it appear like the party is in full swing

learnings ignite activity

@andreehuk

tackle content v0.2 !

hack 4

@andreehuk

existing users

tackle content v0.2

already have a bunch of ‘friends’

new users?w/ time+cash: onboarding flow like twitter

@andreehuk

tackle content v0.2

signs up

list @user @user @user @user @user @user

user

@andreehuk

growth hacking apmf yeaaah, luv’ that

@andreehuk

aw’sm invitations !

hack 5

@andreehuk

aw’sm invitations

user d

@andreehuk

aw’sm invitations

andree@mobilefirm.co

Andree

Password

andree@mobilefirm.co

possible only w/ android

@andreehuk

• “pre-fill” the sign up experience • create an end-to-end invite loop

learnings aw’sm invitations

@andreehuk

walkthrough testing !

hack 6

@andreehuk

walkthrough testing

text version 2

Sign up now

adword version 1 text version 1

Sign up now

adword version 2

normal on the web

@andreehuk

walkthrough testing

not done on mobile, why?

@andreehuk

walkthrough testing

Welcome!

Going out tonight?Dinner with friends?

Whatever the activity, this is your new event!

< Swipe

P O S I N GCreate an event and add photos…

Invite friends on POSINGLIFE, via WhatsApp or Email…

Create the event. Then add photos or invite friends or simply share it

with others.

version a

version b

soft-coded

tracked w/ android

responsive website

@andreehuk

• mobile can be as flexible as the web • make the onboarding experience consistent • test holistically on web & mobile

learnings walkthrough testing

@andreehuk

give to get !

hack 7

@andreehuk

tracking on mobile

user a

sms email

non-users

else…

@andreehuk

tracking on mobile

iphone android

are set up as publisher on MAT, w/ separate id’s

@andreehuk

tracking on mobile

http://hastrk1.com/serve?action=click&publisher_id=5433 &site_id_ios=4759&site_id_android=4760&site_id_web=5112

&inviter={phone}&invitee={email,phone#}

publisher_id=5433 !

site_id_ios=4759 site_id_android=4760

site_id_web=5112 !

inviter={phone} invitee={email,phone#}

app of inviter, e.g. iphone app !what app to download depending on invitee device !inviter and invitee details for callback to our server

@andreehuk

growth hacking for mobile yeaaah, luv’ that

points to consider

@andreehuk

points to consider

• can track every sort of event, e.g. btn’s, $ • KISS • the most important metric first • the fewer the better • start with android, then move to ios • data sent cannot be removed • reduce chaos • keep testing & prod versions separate • trigger tracking where the data itself changed • trigger tracking after event happened

www.startupdodgeball.net worldwide

@andreehuk

appendix

@andreehuk

NPS of around 30-40 !

ask how likely are you to recommend my aw’sm product to a friend?

@andreehuk

NPS of about 35-45

@andreehuk

NPS of about 35-45