Must-haves before spending $$ on UA TheFamily, Berlin growth meetup - June 2017

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1TheFamily
Growth meetup #5
June 2017

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"If you’re offered a seat on a rocket ship,
You don’t ask what seat. You just get on”
Sheryl Sandberg

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Mobile growth
Must-haves before spending $$ on User Acquisition
• Product
• Mobile Growth Stack ©
• Data setup
• AARRR © > RARRA
• ASO

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Build things that matter

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"Do people want to put your icon on their home screen?”
@BenedictEvans
“No amount of marketing will make a crap product gain a
mass audience", @VentureHarbour
Build things that matter

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AARRR
User jouney in the app world

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“How many funnels does your product have?”
T. Tunguz
http://tomtunguz.com/how-many-funnels-in-your-product/

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mobilegrowthstack.com

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Re-prioritize the funnel
#RARRA
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Data layer : tools
Product Marketing

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Data layer
Product Marketing
Collect them all!
Naming convention
“early proxy metric”
Source attribution
3D thinking

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Retention
If you have retention,
everything else can be “fixed”

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Retention = proxy metric for success
Quettra

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#1 metric for mobile success
And failure
“If you invest in growth before you have retention,
you’re renting users”, @gillianim

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#1 challenge for App devs
Losing 80% of users in a couple of days is normal.
It’s hard, and it’s getting worse
Appboy

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Where do you stand?
98% of users who paid for Slack are still paying for it
90+% Amazon yearly subscribers renew.
Adjust

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Product Retention
vs
re-engagement tactics
In-App messages
Push notifications
Email
Retargeting
Branch

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re: build things that matter

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Activation
Splash screen
Signup
Onboarding
Tutorial
Permissions
Drip
How much friction to your aha moment?

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https://www.edenspiekermann.com/magazine/the-importance-of-onboarding/

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Why activation ?
Early churn prevention
@danwolch

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Referral

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Social / Viral / Referral
K-factor = biggest leverage to lower down CAC
Word of mouth is the #2 channel for App Installs
• Social features IM, coop games, Leetchi
• Viral Flappy Birds
• Hacked Hotmail, Dropbox, Farmville
• Incentivized Candy Crush, Uber
• Paid for Gyrik, Lava

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Growth loop
Stuart K. Hall

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You need a plan.
You don’t need the plan to be executed day1
[Monetization slides removed from this version]
Monetization

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Data, analytics & attribution
Retention
Activation
Referral
Monetization
Not yet…

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How paid UA works

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How paid UA works

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How paid UA works
eCPM
cpc
CPI
CPL
CPA
ROAS
Ampush

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ASO conversions
= direct leverage on CPI
“If we can improve the app store conversion, we actually reduce the load
on our marketing team and significantly reduce the budget that we spend
on UA”, Rajeev Girdhar (Rovio)
Branch

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Giphy

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@thomasbcn