Growth Hacks: Practical Tips for your Mobile Apps
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This document provides growth tips and a zero-dollar marketing stack for mobile app developers to reach 1 million users. It includes 27 tips across acquisition, engagement, analytics and retention. Some tips are to optimize app store optimization (ASO), integrate analytics tools, use Facebook app invites and ads, optimize onboarding, and measure the right metrics like DAU, retention and CPI. The document also provides benchmarks for metrics like uninstall rates, retention rates by category, and average CPIs in India to help apps measure their performance.
Growth Hacks: Practical Tips for your Mobile Apps
- 1. Growth Tips & Zero Dollar Stack For your 0 to 1mn Journey By: Deepak Abbot | twitter.com/deepakabbot Medium.com/@deepakabbot
- 2. Part 1: 25 Daily Use Tips & Tools for your App growth Part 2: Growth Marketing Stack on zero budget Part 3: App Metrics Benchmarks
- 3. Before you start #Setup Do the Basics • Integrate Google Tag Manager • Capture the right events in your Analytics tool & Facebook SDK • Test all the events • Link Google Analytics to Play Store • Link Adwords to Google Analytics • Test Install Tracking in Adwords & Facebook • Test iOS + Android Source Tracking in GA
- 4. Tip 1 #Acquisition Master ASO • Get the Right Keywords • Keyword Tool like Keywordtool.io • Add Inbound links (no redirect) • ASO Tool trial versions • Add Product Videos • Free videos at powtoon.com
- 5. Tip 2 #Acquisition Free ASO Test Rater.localytics.com (iOS) Apptweak (Android & iOS)
- 6. Tip 3 #Acquisition Always be Tweaking • Test your App Icon, Title, Description, Images • Plural keywords • Misspelled Keywords (use app reviews) • Hndi Songs Gaana
- 7. Tip 4 #Acquisition ASO Cheat Sheet Download Free ASO Cheat Sheet: j.mp/freeASO
- 8. Tip 5 #Acquisition Get Covered submit.co Over 500 contacts listed Justreachout.io – Find Journalists who write about Startups
- 9. Tip 6 #Acquisition Get Reviewed j.mp/GetRevi ewed Over 80 sites listed
- 10. Tip 7 #Acquisition Get your App Indexed Now Google supports both Android & iOS Add 2 Intent Filters – support both example.com & example://
- 12. Tip 9 #Engagement Master Onboarding • Custom Offer • Optimize Referrals • Personal Welcome • Congratulate Them on In-App achievements • Welcome Email • Friendly Reminder Push • Avoid Login Gate • Avoid Permissions upfront* *iOS & soon with Android M
- 14. Source: Mixpanel 2014 App State Report
- 17. Tip 10 #Acquisition FB App Invites https://developers.facebook.com/docs/app-invites/overview
- 18. Tip 11 #Retention Optimize your App Reduce App Size Proguard Lint Use 9 patch Images Use PNGs, TinyPNG LDPI/MDPI support? – Analyze & remove support 0 2 4 6 8 10 12 0 2000 4000 6000 8000 10000 12000 14000 1 2 3 App Size v Downloads Organic Downloads Paid Downloads App Size
- 19. Tip 12 #Engagement Rating Best Practice Visual Representation: Not from the actual App
- 20. Visual Representation: Not from the actual App
- 21. Visual Representation: Not from the actual App
- 22. Visual Representation: Not from the actual App
- 23. New Ratings Introduced Actual Rating Graph of the App using this rating model
- 25. Tip 14 #UX Visual Hack Make your loading animation fun Use one liners, Funny Gifs, Random Facts, In-App Help
- 26. Tip 15 #Analytics Optimize GA for Mobile • Create Custom Dashboards for Product/Marketing/Tech/Business • www.google.com/analytics/gallery • Enable App Speed • App Demographics & Interests • App Store Views to Download • Enable Experiments for A/B Testing
- 27. Tip 16 #Analytics User Level Data in GA • Add Custom Dimensions in GA to pass unique ID Admin > Property > Customer Dimensions > + New Dimension > Add the Snippet Admin > Property > Settings > Tracking Info > User-ID
- 28. Tip 16 #Analytics Facebook Analytics • Find your viral co-efficient
- 29. Tip 17 #Analytics Actionable Cohorts • Are you segmenting your cohorts? • By Age/Gender/Location • By Campaign/Sources/Creatives • By Device/OS/Resolution/Browser • Affinities & Interests • By Revenue • By In-App Activities • By Behavior
- 30. Tip 18 #Acquisition Free Advertising • Rs.10000 free Adwords Credits • $50 on Bing Ads • $100 on Facebook Ads Use this to target Journalists, Influencers, Bloggers by finding their Facebook ID
- 32. Tip 20 #Analytics Track your Competitor • Track Installed/Running Apps • Track their traffic patterns • Track their keywords • Listen to their Notifications – Use batch.com/insights
- 40. Tip 21 #EngagementAuto Register/Passive Login • Use AccountManager.getAccounts to get device primary ID • Auto register the user • Auto login the next time • Use Email to Onboard • Use this data for retargeting
- 41. Tip 22 #RetentionRetarget for Free (Android) • Fetch emails from AccountManager.getAccounts • Export to Google Docs along with each event, Mail Merge with Gmail
- 42. Tip 23 #AcquisitionCross Promote Lend 10% inventory to network ad get return traffic
- 43. Tip 24 #EngagementOptimize Deep Links Don’t forget to enable Deferred Deep Links Facebook now allows deep links in App Install Ads
- 44. Test your Deferred deep link setup: https://developers.facebook.com/tools/app-ads-helper/
- 45. Tip 25 #AnalyticsCalculate Real CPI bit.ly/CPIcalc Download the Excel Sheet
- 46. Tip 26 #UXEaster Egg • Put a little game • Animation • Video • Random Gift
- 48. Tip 28 #EngagementPush Best Practice j.mp/pushguide Download Guide: By Urban Airship
- 51. The Final Tip #AnalyticsMeasure the right Metrics Focus on DAU/WAU Focus on D30/D60 Retention post acqusition Calculate Cost per Retained Users
- 52. Don't like the App, 23% I don't use it much, 12% Doesn't work/Bugs, 7%Competitor's App is better, 4% Push Notifications, 4% Forgot to use, 9% Space on phone, 12% App is slow, 10% Consumes lot of data, 10% Consumes lot of battery, 9% Why Users Uninstall 37540 respondents across 4 apps in News, Sports, Media & Commerce category
- 53. ZERO DOLLAR STACK Upto 1mn Users
- 54. App’s Customer Lifecycle Attribution Tracking App Distribution ASO Referrals In-App Engagement Social Plugins Notifications Advertising IAP Commerce Analytics User Behavior Multi Channel Customer Service Remarketing
- 55. Zero $ Stack
- 56. BEAT THE BENCHMARKS Disclaimer: Data from Multiple sources, Internal Analysis & Public tools
- 57. Benchmark 1 Uninstall Rates 75% 60% 60% 40% 35% 22% Games Business Ecommerce Music Social Messaging Source: Internal Analysis, Tapstream & Apptentive
- 58. Benchmark 2 Retention Rates – Popular Apps 100% 91% 57% 56% 51% 39% 21% 100% 88% 52% 54% 44% 35% 17% Facebook WhatsApp WeChat Instagram FB Messenger Twitter Tumblr D30 D60 Source: Tapstream
- 59. Benchmark 3 Retention Rates – Categories 45% 30% 25% 25% 15% 15% 10%
- 60. Benchmark 4 Install to MAU ratio %
- 63. Benchmark 7 Install to Rating Ratio %
- 64. Benchmark 8 5 Star Review % %
- 65. Benchmark 9 1 Star Review % %
- 66. Benchmark 4 In-App Conversion % %
- 67. Benchmark 5 Average CPIs in India Android Rs.50- 75 iOS Rs.85-120 Cost of Retained User 3.5X of CPI
- 68. Benchmark 6 Cost of Re-engagement Android CPC Rs.6-9 iOS CPC Rs.15- 20 Cost of Re-install Rs.150- 220
- 69. Benchmark 7 >90% downloads are organic
- 71. App Downloads in 2015 7.5bn App Downloads in 2016 10.5bn India will downloads billions of Apps this year Find your Million here
- 72. THANK YOU Reach me twitter/@deepakabbot or email: dabbot@gmail.com
Editor's Notes
- #6: For iOS only
- #15: D 3 Retention Rate is higher if you customize the onboarding.
- #17: Drop after day 1 is similar. So users retained on day 1 to 3 defines your success
- #18: The recipient of an App Invite receives a Facebook notification for each invite and a push notification if they don’t already have the app installed. Even Google has launched App invites with customized invite cards
- #25: Lot of users rate but don’t write a review so rating chart on Play store may not be the right indicator
- #27: Ready dashboard for SEO, Acqusition, Commerce, Marketing Setup user timing for Android & iOS and define which action’s load time you want to measure Need GTM for Experiment, setup macro in GTM and then set content experiements in that macro. Don’t forget to set goals in GA Admin Filter all reports by Age/Gender using segements
- #28: User ID would now be available as a dimension in GA Personally identifiable information is strictly prohibited so never pass a login ID or an email Use a PII Viewer Extension in Chrome to map the user to locally stores personally identified information
- #30: Behavior includes days since last session, session duration, number of transactions
- #31: Create a list with common first name to personalize the ads
- #32: Create a list with common first name to personalize the ads Use Dark Posts
- #36: People search for Flipkart more so its definitely recalled higher
- #46: Cost of Trial = CPI today
- #49: Android’s upcoming M will introduce permissions on demand
- #50: Prompting users to register Offering a deal Offering help on FAQ page Abandoned Card Reminder
- #51: Prompting users to register Offering a deal Offering help on FAQ page Abandoned Card Reminder
- #52: Prompting users to register Offering a deal Offering help on FAQ page Abandoned Card Reminder
- #56: Parse offers 1mn users for Free 50k free calls in Segment.io MobileDevHQ – 10 apps free across all regions on iOS & Android