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Mobile Growth for StartupsRichard Sgro@SoSgro
About Me• Lead West & APAC Solutions
Engineering at Localytics
• Avid rugby player
• Love to cook & travel
Agenda• General housekeeping• A reality check• Acquire• Engage & retain• Wrap / Q&A
About Localytics
Launched 2009 | Offices: Boston, San Francisco, London | 180 Employees$60M total raised | $35M in last round led by Sapphire Ventures
6,000 37,000 2.7billion 150billionCOMPANIES APPS DEVICES DATA POINTS
Our Approach: We solve the biggest challenges in mobile
AcquireOptimize
acquisition spend based on LTV, not
downloads
EngageFine tune personalized
campaigns based on True Impact
GrowIdentify high potential audiences to increase
conversion
RetainProactively deter
churn with predictive targeting
A Quick Reality Check
Nielsen, 2014
41APPS ARE INSTALLED ON THE AVERAGE US SMARTPHONE.
NOT EVERYONE WHO DOWNLOADS
YOUR APP WILL BECOME
A USER.
25%THE PERCENTAGE OF USERS WHO ONLY
OPEN AN APP ONCE.
Despite massive number of available apps, users are downloading and using the same number of apps
Sources: eMarketer, Flurry, Nielsen, Activate analysis
What problem are you solving?
• Business Goals– Direct to consumer– Logins– Retention
• True North– MAU + In App purchases– Weekly posts / user– # of files
Acquire
User Acquisition• The app stores• Building a community
“For the average app, search actually makes up the vast
majority of installs”
-Ankit Jain @Google I/O
NAME & KEYWORDS
Dark Sky
Dark Sky“Dark Sky”
Became…
“Dark Sky – Weather Radar, Hyperlocal
Forcasts, and Storm Alerts
Dark Sky
Search for “Weather”
Dark Sky
Search for “Forecast”
Name & Keywords• Organic search = major traffic source
• Your app title should be specific & unique– Include keywords in the title– SensorTower helps figure out the ‘competitiveness’ of a keyword
• Pay attention to your keywords!– You have 100 characters in iOS, use them all.– Avoid spaces. Example: ‘t,subway,train,transit’
APP RATING
#1 App Store
Flappy Bird
“In earlier versions of the game, there was a “rate” button at the end of each play session, and this button was placed in the same location that the player would tap to play. As a result, when the user wanted to continue playing, it was easy to hit the rate button instead.”
-VentureBeat
Flappy Bird
Major Signal into ASO• Your rating matters• … but the number of
ratings you collect also matters
Rate My App
Good
Show this message box 3 seconds after a user signs into your application for the first time
Better – You’re in the App
Ask for a rating at a time where users have had a positive experience and use In-App tied to that event.
Better – Allow for More
App Ratings• Direct rating campaigns to -
– Those with a positive NPS score– Those who have had more than 30 sessions– Those who have reached key conversion events within your
app– Try and encouraging as large of an audience as you can to rate
your app
• Rinse and repeat with each new app release
Odds & Ends• App name – don’t get too cute
• Google Play– test all the things– Downloads + uninstalls + ratings
• iOS– 72 hour rolling weighted average
BUILDING A COMMUNITY
Community• Allows your users to connect• Allows your brand to have a voice
Social Presence• Curate and extend your
brand (to drive downloads)
Part of the Experience
Tracking the Impact• Use UTM parameters• Use a free tracking tool
Engage & Retain
PUSH
Push• Manage opt-in• Segment, segment, segment• Push is not a retention tool
DON’T ask users to opt in immediately after launching the app for the first time
(first launch)
THEN, ask them to opt in with a unique, well-designed in-app message
Welcome users with a sequence of introductory
screens
Sports Apparel App
(your entire userbase)
Segment Your Audience
3% of broadcast pushmessages are clicked
7% of targeted pushmessages are clicked
15% of users converted 54% of users converted
BROADCAST TARGETED
Segment
Imagine an app with 100,000 users
&A $25 average sale price
Segment!
3% of 100,000 users =3,000 opened messages
7% of 100,000 users = 7,000 opened messages
15% of 3,000 opened messages =450 converted users
54% of 7,000 opened messages =3,780 converted users
BROADCAST TARGETED
Segment!
BROADCAST TARGETED
Segment = $$$
$11,250 $94,500
Extend App Functionality• Mobile email != mobile push• 47% of all email is opened on mobile• 10 or fewer characters = 58% open rate
SMS & IN-APP
SMS• Verification & validation• Urgent updates (for folks without push)• Hot offers
In-app - Extension of the App
• Short-lived content• Testing recommendations
In-app - Helpful• Any OOBE (e.g. push,
microphone, photos)• Sign-in, sign-up• New features
Save your Users Before the Churn1. Have a model (or use a tool) that predicts
churn2. Engage appropriately
Use Facebook if you must win-back
Closing
Closing Thoughts• Apps are living, breathing things• You can’t buy / engage / growth hack your
way out of a shitty app• Track the important things• There’s no “one-size-fits-all” model• Talk to your users
