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12 
MOBILE GROWTH 
by @adrienm 
TACTICS
1 
out-of-market testing
4 months before launch 
$500 ads to acquire ~3k users
quantitative testing 
Unbiased users 
ASO 
Conversion rates 
Retention rates 
bit.ly/tempotesting
2 
THE BANDWAGON EFFECT
Dec 2012: The Viral Video
3 
App store Featuring
2013: 700 000 downloads
last week of 2013 (featured): 
2.8 Million downloads
increase chances 
Build a great app (excellent UI & UX) 
Use latest iOS innovations: iCloud, Game Center, 
Passbook, Apple...
4 
app store optimization
APP STORE SEO 
! 
LOCALIZATION 
! 
CONTENT
Ranking algorithm 
App Store: 
! 
- Keywords in the app’s 
keyword set 
- Keywords in the app’s 
title 
- Nb of downloads ...
LOCALIZATION 
DOWNLOADS REVENUE 
7 languages = 76% of the market
StoreMaven
5 
get amazing reviews
Apptentive / Helpshift: 
in-app feedback and 
rating prompts
hustling 
App in the Air 
Find bad reviews users and change their mind: 
! 
- look for the nickname on Google 
- naming co...
6 
ad hypertargeting
deeplinking = opportunities
7 
channel experiments
“You can’t share urls on Instagram and 
Snapchat” J. Miller (Product @Facebook)
8 
externalize experience
Blab enables non-users to watch videos sent by 
users without downloading the app.
Tinder 
Tinder’s matchmaker: 
enabled non-users to be 
matched with other 
people by friends.
9 
personalization
20% of your “users” 
will open your app 
only once 
Source: Localytics
Tools: Yozio, Branch.io 
Airbnb
10 
push notifications
Ask for authorization before pushing the pop up.
Timely + personal = win 
Tools: Parse Push, Appboy
11 
gamification
65% of people stop 
using apps 3 months 
after install 
! 
(Appboy)
Foursquare
12 
create a habit
Shopkick
Get the best articles and tools on 
mobile growth marketing: 
! 
! 
http://mobilegrowth.launchrock.co
Thank you! 
If you need help or want to chat about your 
mobile growth strategy: 
! 
amontcoudiol@gmail.com 
@adrienm
12 mobile growth tactics (the family)
12 mobile growth tactics (the family)
12 mobile growth tactics (the family)
12 mobile growth tactics (the family)
12 mobile growth tactics (the family)
12 mobile growth tactics (the family)
12 mobile growth tactics (the family)
12 mobile growth tactics (the family)
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12 mobile growth tactics (the family)

12 mobile growth tactics (the family)

  1. 12 MOBILE GROWTH by @adrienm TACTICS
  2. 1 out-of-market testing
  3. 4 months before launch $500 ads to acquire ~3k users
  4. quantitative testing Unbiased users ASO Conversion rates Retention rates bit.ly/tempotesting
  5. 2 THE BANDWAGON EFFECT
  6. Dec 2012: The Viral Video
  7. 3 App store Featuring
  8. 2013: 700 000 downloads
  9. last week of 2013 (featured): 2.8 Million downloads
  10. increase chances 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.
  11. 4 app store optimization
  12. APP STORE SEO ! LOCALIZATION ! CONTENT
  13. Ranking algorithm 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) Tools: AppCodes, AppAnnie, Sensor Tower bit.ly/asocheatsheet
  14. LOCALIZATION DOWNLOADS REVENUE 7 languages = 76% of the market
  15. StoreMaven
  16. 5 get amazing reviews
  17. Apptentive / Helpshift: in-app feedback and rating prompts
  18. hustling App in the Air Find bad reviews users 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
  19. 6 ad hypertargeting
  20. deeplinking = opportunities
  21. 7 channel experiments
  22. “You can’t share urls on Instagram and Snapchat” J. Miller (Product @Facebook)
  23. 8 externalize experience
  24. Blab enables non-users to watch videos sent by users without downloading the app.
  25. Tinder Tinder’s matchmaker: enabled non-users to be matched with other people by friends.
  26. 9 personalization
  27. 20% of your “users” will open your app only once Source: Localytics
  28. Tools: Yozio, Branch.io Airbnb
  29. 10 push notifications
  30. Ask for authorization before pushing the pop up.
  31. Timely + personal = win Tools: Parse Push, Appboy
  32. 11 gamification
  33. 65% of people stop using apps 3 months after install ! (Appboy)
  34. Foursquare
  35. 12 create a habit
  36. Shopkick
  37. Get the best articles and tools on mobile growth marketing: ! ! http://mobilegrowth.launchrock.co
  38. Thank you! If you need help or want to chat about your mobile growth strategy: ! amontcoudiol@gmail.com @adrienm

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