by adrien montcoudiol (@adrienm) · use latest ios innovations: icloud, game center, passbook,...
TRANSCRIPT
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by Adrien Montcoudiol (@adrienm)
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“MOBILE IS EATING THE WORLD”
Ben Evans
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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)
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Go mobile first !
or at least be mobile friendly
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first of all: build the best product
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user testing
!
individual testing ongoing
Goals: Test perception and usability
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user testing
!
individual testing ongoing
Tools & Resources: !Guide: bit.ly/individualtesting UserTesting (Free: Peek) LookBack.io
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Typical setup
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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.
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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)
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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. !
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user testing
!
quantitative testing 4 months before launch
Great Case Study (Tempo AI): !bit.ly/tempotesting
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launch: create excitement
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Mailbox Case Study
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Dec 2012: The Viral Video
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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.
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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)
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The best email app you’ll ever use.“
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acquired by dropbox for $100mm
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If you are not embarrassed by the first
version of your product, you've launched
too late.
- Reid Hoffman.
“
only if you’re looking for product-market fit.
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pr
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Make their job easy
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PRPERFECT 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)
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PRRESOURCES:
!Great guide to PR: bit.ly/guidetopr
List of blogs to get reviews: bit.ly/getappreviews !
TOOLS: !
BuzzSumo Little Bird / NeoReach
PlaceIt
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apple featuring
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1.2 million apps
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Where you want to be
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2013: 700 000 downloads
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last week of 2013 (featured): 2.8 Million downloads
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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
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APP STORE MARKETING
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What matters most? !
1. description (25%) 2. reviews (24%) 3. images (23%) 4. stars (13%) 5. icon (13%)
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AB Testing tool for App Store content: StoreMaven
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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
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LOCALIZATION
After a week for iPhone. (Study based on 200 apps, 2012 - Distimo)
the immediate impact of adding the native language
DOWNLOADS REVENUE
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7 languages = 76% of the market
LOCALIZATION
English, Chinese, Japanese, Spanish, German, French, Russian
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ASO is useless
app REVIEWS
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REVIEWS
Ask the most engaged users.
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REVIEWS
Learn from unsatisfied users.
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REVIEWS
Apptentive / Helpshift: in-app feedback and rating prompts
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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
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paid acquisition
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Boost launch with ads
Many downloads on a short period of time enable apps to rank
high very fast.
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US: top 10 overall = 40-50k
downloads daily !
FRANCE: top 10 overall = 12-15k
downloads daily
Source: Distimo
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most popular platformsFacebook Ads
Twitter Ads Adsense Display
AdMob Tapjoy
Appsfire
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opportunitiesHyper targeting with deeplinking.
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performance tracking tools
!
MobileAppTracking TapStream Appsflyer
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soon: new itunes connect analytics
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User Activation
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20% of your “users” will open your app
only once
Source: Localytics
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you should spend 50% of your work on the first 60 seconds on
your app
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!
!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:
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!
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:
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Resources
Inspiration: UXArchive, Mobile Patterns, Pttrns, Android Niceties, Little Big Details !
AB testing tools: Leanplum, Apptimize
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activation =
Aha moment
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have them experience asap the core value of your product
Facebook: 10 friends (goal: 7 days) Twitter: following 30 people
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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.
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Virality
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sharing =
win-win incentive
Uber: give $20 and get $20 Google Inbox: give exclusive invite and look cool
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integrate with existing networks
80% top grossing US apps use Facebook login. !
+26% increase in engagement
Source: http://slidesha.re/1EDpRRC
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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
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social media
Twitter App Cards (Free)
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Smart App Banner
social media
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adapt to your target
Example: Rooms (by Facebook)
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Weird QR code invitation system
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wHY??
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“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)
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bring the experience to non-users
Blab enables non-users to watch videos sent by users without downloading the app.
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bring the experience to non-users
Tinder’s matchmaker enables non-users to be matched with other people by friends using the app.
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Personalization
+25% bookings
Tools: Yozio,
Branch.io
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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
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retention: The biggest mobile
challenge
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don’t fill a leaking bucket
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“retention is king”
Read Jamie Quint’s great article: http://bit.ly/retentionisking
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65% of people stop using apps three
months after install !
(Appboy)
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(Flurry)
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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
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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.
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external Engagement tactics
1. Push notifications 2. App updates 3. Badging 4. Emails
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Push notifications
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Timely + personal = win
Tools: Parse Push, Appboy
Push notifications
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Ask for authorization before pushing the pop up.
Push notifications
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Push notifications examples
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Push notifications examples
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Push notifications examples
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Timely + personal = win
People will love them and share them.
again:
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why email is still key:
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App Updates
Brand building
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build an engaging product
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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 co n t r i b u t i n g t o co m m o n results keep users engaged.
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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.
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in a nutshell
1. build your product right 2. understand your users 3. optimize
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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
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Get the best articles and tools on mobile growth marketing:
!!
http://mobilegrowth.launchrock.co
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Thank you!
If you need help or want to chat about your mobile growth strategy:
!
[email protected] @adrienm