Mobile User Aquisition (Web Summit 2014 presentation)
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The document discusses strategies for mobile user acquisition in a competitive app marketplace, emphasizing the importance of understanding user behavior and utilizing data for growth. It outlines methods like growth hacking, organic growth, leveraging social media, and effective paid media strategies, while also highlighting the significance of partnerships. Additionally, it introduces concepts such as app stickiness and sustainability in user acquisition costs, aiming to optimize user engagement and retention.
Mobile User Aquisition (Web Summit 2014 presentation)
- 1. LET’S GET GROWING MOBILE USER ACQUISITION ALKARIM NASSER (@ALKARIM) CO-FOUNDER & HEAD OF PRODUCT @ GALLOP LABS
- 2. The app marketplace is increasingly crowded and more competitive than ever before. ? GALLOP LABS
- 3. Startups focus heavily on product but another real challenge is with distribution. - Dave McClure
- 5. De-mystifying the “if you build it they will come” mindset. GALLOP LABS
- 6. I’LL TAKE BUZZWORD FOR 500 WHAT EXACTLY IS GROWTH HACKING? Lean Marketing Growth Marketing Agile Marketing GALLOP LABS
- 7. TRADITIONAL PARADIGMS Hindsight Focus on the Masses Spray & Pray GALLOP LABS
- 9. NEW PARADIGMS Near Realtime Focus on users Date-Driven Scalable Automate GALLOP LABS
- 10. WHAT IT ISN’T?
- 11. GROWTH AT EVERY STAGE Acquisition Engagement Retention Revenue Referral Efficiently acquire the most productive users. Continually engage and delight users. Re-engage lapsed & infrequent users. Maximize revenue by understanding and effectively connecting with users. Build the right triggers to encourage sharing and organic growth
- 12. HOW IS YOUR APP GOING TO WIN? The role of a UA expert UA is a different kind of product manager Building with the App Store Partnerships + Integrations Tapping into Organic Growth The role of Paid Media Managing the Economics of UA The Evolving UA Strategy OUR PLAN FOR TODAY
- 13. ! Becoming a UA Jedi GALLOP LABS
- 14. GALLOP LABS RULE #1 Don’t operate in a silo.
- 15. THE CHINESE WALL Engineering ! Product Marketing
- 16. THE CHINESE WALL Engineering ! Product ANALYTICS Marketing
- 17. 3rd Party Data and Tools THE CHINESE WALL Engineering ! Product ANALYTICS Marketing
- 18. DEVELOPER + MARKETER DEVELOPER GROWTH HACKER MARKETER
- 19. DEVELOPER + MARKETER + DATA DEVELOPER GROWTH HACKER MARKETER DATA ANALYST
- 21. “Growth hacking is a recognition that when you focus on understanding your users and how they discover and adopt your products you can build features that help you acquire and retain more users, rather than just spending marketing dollars” ! - Josh Elman, Greylock Partners
- 22. In other words… data! data! data!
- 23. Returning UNDERSTAND THE CUSTOMER JOURNEY Paid Direct Search Viral Card Creation Shipping Information Returning Landing Page To Me Payment Delivery Reminder Email One Time Trial Unsocial Buyer Bounced Not Interested Abandoned Unsatisfied Open Rate Call to Action Sharing Facebook Sign-in To Friend Payment Delivery
- 24. Returning TIGHTEN LEAKY FAUCETS Cards Created: Users - 6,347 (22,650 total) Shipping Select - 3,390 Returning 3,916 Landing Page - 23,460 totals Me 1,856 1,083 Reminder Email One Time Trial Unsocial Buyer 14,733 (63%) 2,204 (26%) 3,133 1,412 Open Rate Call to Action 1,978 Viral 314 Search 131 Paid 13,906 Facebook Sign-in - 6,523 (Unique) Them 1,534 895 1,978 176 1,208 5,139 1,749 Email 433 FB Post 206 Direct 4527 1,447 “Peeks” 1,978 OGA’s Billing: 54 8,727 (Total)
- 25. START WITH THE END IN MIND Growth Hackers are focused on outcomes: LTV ROI MAU/DAU Organic Growth GALLOP LABS
- 26. FIND GOOD USERS
- 27. TIME TO FIRST PURCHASE
- 29. FIND AT RISK USERS
- 30. CHURN PREDICTION
- 32. ENGAGEMENT PREDICTION GALLOP LABS
- 33. ! Owned ! Earned ! Paid MOBILE APP MARKETING
- 34. HOW HOTMAIL “PWNED” GALLOP LABS
- 35. HOW HOTMAIL “PWNED” “Get your free email with Hotmail.” GALLOP LABS
- 36. ! Leveraging the App Stores GALLOP LABS
- 37. THE GATEKEEPERS GALLOP LABS
- 38. THE GATEKEEPERS Getting featured is not the end all of user acquisition strategies. It is icing on the cake and is validation you built a good product GALLOP LABS
- 39. PENTRATING THE BLACK BOX Small centralized team App Store editorial run by independent teams within each country GALLOP LABS
- 40. GETTING FEATURED #PROTIP Study the UI/UX guidelines and platform specific design patterns. GALLOP LABS
- 41. GETTING FEATURED #PROTIP Making them apart of the process GALLOP LABS
- 42. GETTING FEATURED #PROTIP Leverage core hardware and OS-related features in your application GALLOP LABS
- 43. Giving users fishing rods to lure in new users GALLOP LABS
- 44. Build Something Your Users Will be Proud to Share. ! 1. We share to craft our identities 2. We share to build relationships 3. We share to make our lives easier/better 4. We share to help others ! ! WE’RE ALL SOCIAL
- 45. FACEBOOK INTEGRATION Facebook log-in provides a simple and easy way to sign into apps without creating new usernames and passwords. http://techcrunch.com/2013/08/22/facebook-permission-post/fb-infographic/
- 46. A GREAT SOCIAL INTEGRATION Social integration is about allowing your user base to share and incite conversation Community/ Social Integration Sharing Inviting Friends Integrating friends into the in-app experience drives engagement Creating open graph and wall post actions around favoriting items creates conversation Encourage your user base to share the app with their friends
- 47. CASE STUDY A STRONG REFERRAL PROGRAM
- 48. ! Partnerships + Integrations GALLOP LABS
- 49. WINNING WITH PARTNERSHIP Scratch my back, I’ll scratch yours GALLOP LABS
- 50. WINNING WITH PARTNERSHIP Find complimentary products understand their objectives and collaborate GALLOP LABS
- 51. PIGGYBACK ALL THE WAY TO THE BANK
- 52. THE BEST OF PIGGYBACKING ALL THE WAY TO THE BANK http://www.slideshare.net/morganb180/growth-hacking-101
- 53. ! Ready to hit warp drive? Paid Media.
- 54. CPM - Cost per Mile User sees a banner add for your campaign ! CPC - Cost per Click User clicks on a banner ad within a campaign ! CPI - Cost per Install User successfully installs an application through a campaign ! CP(X) - Cost Per (Any Important Event) User successfully performs an action through a campaign (liking a FB page) ! LEVERAGING PAID MEDIA
- 55. LEVERAGING PAID MEDIA Not all media is made equally GALLOP LABS
- 56. BE PREPARED TO SPEND You can spend anywhere between a few cents to several dollars to get your message in front of users Drivers Type Industry Targeting Quality Demographic Network GALLOP LABS
- 57. TOUGH TRUTH ABOUT PAID MEDIA 1. Grow Awareness GALLOP LABS
- 58. TOUGH TRUTH ABOUT PAID MEDIA 1. Grow Awareness or 2. Grow Users GALLOP LABS
- 59. A Division of Media Effectiveness 40% of the Top 100 grossing apps used Facebook Mobile Ads
- 60. A Division of WIN WITH DATA
- 61. GROWING THE RIGHT TYPE OF USERS PreRceisaec tha yrgoeutri nagu d(i9e0n%ce a actc tuhrea cryig vhst t5im0%e wcoitohk tihees oring htht em wesesba)g: e. • Based on a user’s real identity • Device specific: iPhone, iPad & Android • Broad & precise targeting: Gaming (social/online), competitive users, early adopters etc. Target specific users and look-alikes of those users: • Use email lists, device ids, fb ids to target via custom & look-alike audiences • Target friends of current users Performance driven: • Assess the impact of advertising by tying spend to conversion (cost-per-install) & ROI !
- 62. CPI vs. eCPI Downloads per day required to reach top rankings in US app store: ! Top 10: 70,000 downloads per day Top 50: 23,000 downloads per day
- 63. • Refresh Creative 2-3 times per week • Average Facebook ad has a peak CTR in the first 72 hours • 37% of advertisers refresh creative once every 5-14 days A Division of KEEP IT FRESH
- 64. ! • Impactful imagery: Lifestyle and/or screen shots • Visual: Images with less than 20% text • Action-oriented: Powerful call-to-action A Division of AD CREATION #PROTIP
- 65. The economics of media GALLOP LABS
- 66. SUSTAINABILITY Customer Acquisition Cost (CAC) How much you spent to acquire a user ! Life Time Value (LTV) What is the average revenue accumulated over a user’s lifetime GALLOP LABS
- 67. UNDERSTANDING YOUR COST OF spend CAC = paid users GALLOP LABS ACQUIRING A USER 100 CAC = 1 0 = $10/customer
- 68. VIRAL LOOP ! K-Factor For each user, how many news ones do they create? GALLOP LABS
- 69. DRIVE COST DOWN WHEN YOU DRIVE SOCIAL UP spend CAC = paid users+(paid users*k) GALLOP LABS CAC = 10 0 = $5/customer 10+(10*1)
- 70. VIRAL LOOP K = 5 x 20% = 1 http://www.dtelepathy.com/blog/design/design-viral-growth GALLOP LABS
- 71. OPTIMIZING FOR GROWTH WHILE FOCUSING sustainability: CAC <= LTV GALLOP LABS ON SUSTAINABILITY
- 72. Pre Launch Build Channels Customer Generation Prototype Validation FB Group Launch Rock Kickstarter GROWING ON A BUDGET Build Momentum Social Media Owned Channels Word of Mouth PR App Store 1+1 = 3 Paid Media (acquisition) Partnerships/Integrations Focus on Sustainable Spend Optimize Viral Loop World Domination Paid Media Optimize Viral Loop Cross Platform Optimization
- 73. FINISH FIRST A@GALLOPLABS.COM @ALKARIM APPLY FOR ALPHA PROGRAM TODAY GALLOPLABS.COM/#/CONTACT
- 74. LAST BUT NOT LEAST
- 75. • An app’s stickiness is conveyed by the distribution of individual event numbers for a set of users • The app stickiness metric is a model based on thermodynamics that relates an application to a closed system • It’s purpose is to establish a benchmark for how sticky an app is and to monitor changes in stickiness based on product or marketing activities GALLOP LABS APP STICKINESS
- 76. Temperature (T) = What’s the frequency at which your users are interacting with the app? ! Entropy (S) = What’s the tendency of the population to interact? ! Potential (Z) = How much is user apathy holding back your app’s full potential? ! Energy (U) = What level of energy of user experience is your app really delivering? U = T x (Z - S) is the formula that measures an app’s “stickiness” (according to the laws of thermodynamics) ! The key for any mobile app business is monitoring changes in product energy U in response to: (i) changes in App features (ii) changes in audience composition (e.g. month-to-month, campaign-to-campaign, etc) GALLOP LABS APP STICKINESS
- 77. APP STICKINESS