Download - Growth Hacking des Apps - #Appdays2016
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@AlexJubienMobile Strategist
ThinkMobile.fr
Pioneer of mobile 13 years ago
Apps & Mobile Startups expert
Previously Head of Mobile at Viadeo
Previously Head of Mobile at Deezer
Speaker, Lecturer, Trainer, Startups Coach & Advisor
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Growth Hacking ?
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Growth Hacking
’’ Du marketing qui fait plus appel à
la technique et à la psychologie
qu’au budget ! ’’
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& PSYCHOLOGY
Growth Hacking
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Tout sur le Growth Hacking
• Exemples célèbres • Théorie • Pratiques • Outils • Ressources • …
Slideshare GrowthHacking
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Cri de ralliement
AAR R R III...
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AARRR
ACQUISITION
ACTIVATION
RETENTION
REVENUE
REFERRAL
Startup Metrics For Pirates
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AARRR
ACQUISITION
ACTIVATION
RETENTION
REVENUE
How do users find us?
Do users have a great 1st experience?
Do users come back?
How do we make money?
Do users tell others?
REFERRAL
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ACQUISITION
ACTIVATION
RETENTION
REVENUE
Love
Growth
Money
REFERRAL
Without Love, There’s No Hope
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Finding Love
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Courbe d’adoption
time
10, 100, 500, 2000, 10 000, … Millions
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Finding Love
• Travailler d’abord avec 50 early adopters
• Article Les Echos Business / Customer Development : Comment créer une application mobile à succès
• Applicable y compris pour les nouvelles fonctionnalités
• Product / Market fit (cf article #StartupLessons Deezer)
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Landing page
Coming Soon
• Recruter des Bêta testeurs
• Collecter des adresses emails
• Les prévenir au lancement
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Brise glace
• iOS ou Android : choisir une plateforme comme fer de lance
• Quand on développe en parallèle, on rencontre les problèmes 2 fois
Appdays 2015 : Comment opérer votre transformation mobile
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Join the Android Beta
snips
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Bêta
• 1 mois minimum
• Echanger avec les Bêta testeurs au max
• Permet de prendre confiance dans le produitβ
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Soft Launch
• Tout valider / tester dans un petit pays, avant de voir plus grand
• Pour France : Suisse ou Belgique
• Pour US : Australie ou Nouvelle Zélande
Cible
Soft launch
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Growth: Spread The Love
• L’acquisition ce n’est pas (seulement) acheter des utilisateurs !
• Organique : Dépenser 0, Avoir un peu
• Payant : Dépenser 1, Avoir 1
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Growth: Spread The Love
• L’acquisition ce n’est pas (seulement) acheter des utilisateurs !
• Organique : Dépenser 0, Avoir un peu
• Payant : Dépenser 1, Avoir 1
=> Growth hacké : Dépenser 1, Avoir plein !
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Cycle
Find Love
Scal
e (d
ont a
chat
méd
ia)
Users
Time
Growth Hack
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Acquisition
Comment les utilisateurs découvrent-ils notre app ?
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Landing Page d’App
• SEO / SEM, social média
• Idéalement, le lien partagé par les utilisateurs
• RPs et inbound marketing
• Vidéo, offre, AB testing, …
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Text Me The App
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Degré d’engagement ?
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Upselling par email
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ASO
/
App Store Optimisation
MobileGrowth.org - ASO Best Practices
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• Bien choisir le contenu
• Les 2 premiers sont ++ importants (recherche)
• Ajouter les messages marketing
Screenshots
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Mots clés dans le nom de l’app
50 caractères
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Mots clés dans le nom de l’app
2nd résultat sur ‘Save videos’
50 caractères
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Description et Mises à jour
1ères phrases très importantes
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Description et Mises à jour
1ères phrases très importantes
Opportunité de communication
• Discours Marketing • Description concise
des changements
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Keywords / best ASO tools
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• Au moins FR + EN
• Description
• Keywords
• Localiser les screenshots !
Localisation
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Arrêtez de mendier les notes et reviews !
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Hacker les notes de l’app
The right way to ask users to review your app
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The right way to ask users to review your app
Hacker les notes de l’app
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Use case LeKiosk
!!!
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Au bon moment / au bon endroit
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App Store
=
Pas d’A/B testing
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• Créer une landing page web mobile qui ressemble à la page app store
• A/B Tester le nom de l’app, l’icône, la description, les screenshots, le prix, …
Appstore Proxy
AB
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Appstore Proxy / Tools
AB
• Créer une landing page web mobile qui ressemble à la page app store
• A/B Tester le nom de l’app, l’icône, la description, les screenshots, le prix, …
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Getting Featured
21 Ways to Get Your App Featured on the App Store
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SEO et Deep Linking - Slideshare
Search App
If app not installed
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Deezer / Spotify
Artists, albums, playlists, tracks, …
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Deep Linking = Your Everything2App
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Le Problème
Un click ouvre le site mobile au lieu de l’app qui est installée ☹
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Web2App - GMaps
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Mail2App - Linkedin
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Making mobile experiences work the way they should
Update on Deep Linking in 2016
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Really Smart Banner
A Free Smart App Banner for Android and iOS
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Activation
Est-ce que les utilisateurs ont une bonne première expérience ?
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ASO Screenshots / Onboarding
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Mettez plus d’effort sur les 1ers contacts avec votre service (login, sign-up, home screen…)
Onboarding
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• Testez régulièrement l’expérience pour un nouvel utilisateur
• Upsell des fonctionnalités / appels à l’action
Onboarding
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Chatbot / Onboarding
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A/B testing & UX tools
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Retention
Est-ce que les utilisateurs reviennent (régulièrement) dans l’app ?
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Deezer
Content landing page App
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App Indexing
‘Search2App’
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Push Notifications
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Personnalisation / CRM
Guide de la MMAF.fr
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Push notifs : Demandez la permission élégamment
The right way to ask iOS users for permissions
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Interactive / Micro Moments
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Revenue
Comment est-ce qu’on gagne de l’argent ?
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Gratuit = ça ne vaut rien
• Hors ce que vous donnez gratuitement a de la valeur
• Mettez un pied dans la porte !
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Paywall VS Stairs
Gratuit
PayantMur trop grand à franchir !
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Paywall VS Stairs
Payant
Gratuit Création du compte
Remplissage profil
Partage
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Exemples
• Unlock du niveau 2 d’un jeu si partage de l’app
• Partage de l’app pour accès à du contenu
• Partage d’un contenu pour plus de contenu
• Doubler les rewards d’un jeu si visionnage d’une vidéo de pub (choisie parmi 3)
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Referral
Est-ce que nos utilisateurs parlent de notre app ?
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• Bonus symétrique « Offrez 10€, Obtenez 10€ »
• Optimisez tout le flux
• Choisissez le bon moment pour le pousser
Programme de parrainage
Slides - Optimize your referral flow
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Notes…
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Et partages !
25% 75%
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Faciliter le partage de contenus
Deezer Meetup
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Faciliter le partage de contenus+ SMS et email !
Deezer Meetup
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Download Deezer
Launch App
Deep Linking / Social2App
App Store
App
acqu
isition
retention
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Boucle Virale
App Store
App
acqu
isition
retention
Get your users advertising for you
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Virality Is All About Word Of Mouth
• Partage sur réseaux sociaux = bouche à oreille digital
• Difficile à générer artificiellement
• Bénéfice mutuel pour celui qui partage et celui qui reçoit
• Interviewez vos utilisateurs - parlent ils de votre app ?
• Comment ? Avec quels mots ?
• How psychology behind WoM works
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Si vous ne deviez étudiez qu’une seule app
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Books
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• Mobile Growth Community • Slideshare Branch • Slideshare Adrien Montcoudiol • Blog Apptamin • Blog Andrew Chen • GrowthHackers Community
Ressources
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ThinkMobile Newsletter (Mobile, Innovation, Startups)
ajubien @AlexJubien
Alex JubienMobile Strategist
ThinkMobile.fr