How to Build a Mobile Growth Engine

Slides from my talk at the Branch Metrics Mobile Growth Hacking meetup at Declara.

Transcript

1. @morganb growthhackers.com 1 Building a Mobile Growth Engine February 18, 2015
2. @morganb growthhackers.com 2 Growth is Everything
3. @morganb growthhackers.com 3 Growth Is Everything Gabriel Weinberg –
 DuckDuckGo “Most startups don’t fail at building a product. They fail at acquiring customers.”
4. @morganb growthhackers.com 4 Growth Is Everything McKinsey & Co. studied 3,000 software companies with different growth rates High-growth companies deliver 5x greater returns than medium growth companies Supergrowers (CAGR > 60% at $100m mark) were 8x more likely to reach $1B Increase in growth rates drive 2x the market capitalization as margin reduction in companies < $4B No correlation between cost & growth rates
5. @morganb growthhackers.com 5 About Me •15 year startup growth veteran •Wrote Startup Growth Engines with Sean Ellis •My hobby is studying fast growing companies
6. @morganb growthhackers.com 6
7. @morganb growthhackers.com 7 The Startup Pyramid Great product is the table stakes for growth Product/market fit determines your opportunity Don’t try to scale until you have solid retention metrics and/or qualitative feedback Product/Market Fit Stack the Odds Grow Source: Sean Ellis
8. @morganb growthhackers.com 8 @stuartkhall •Maker of 7 Minute Workout •2.3 million downloads •$72k in profit
9. @morganb growthhackers.com 9 Get the Model Right Penny Gap is even greater in mobile Top downloaded apps are all free with in-app purchases (except for Minecraft) Stuart Hall’s 7 Minute Workout saw a 3x revenue bump going from paid to IAP
10. @morganb growthhackers.com 10 Growth is a Process ideas prioritize test analyze optimize
11. @morganb growthhackers.com 11 Cadence = Growth
12. @morganb growthhackers.com 12 Ideas watch your users Path found a 50x increase in DAU simply by watching the behavior of their users in the app and then opening up the app to other services. get the team involved Growth is a team sport. Don’t try to figure out growth on your own. Growth is inclusive. Get everyone onboard and ideating. feedback User feedback can be critical to finding the next ideas for your application. Read reviews, survey via email, do lots of customer development. find your magic number Understand what actions turn users into long-term retained and profitable users. Drive new users toward those behaviors.
13. @morganb growthhackers.com 13 Ideas Ideate across all aspects of funnel: AARRR Get full team involved in “unbridled ideation” Create hypothesis behind the idea Keep full pipeline — ideas are fuel for growth
14. @morganb growthhackers.com 14 Prioritize impact. confidence. ease.
15. @morganb growthhackers.com 15 Test Constantly Brian Balfour – 
 Hubspot The Sidekick growth team has run 1015 experiments since June 2014 and our experiment throughput is accelerating. Each experiment produces learnings
16. @morganb growthhackers.com 16 Analyze Discover the why can lead to breakthroughs in growth HotelTonight found poor data connections drove conversion rates UP. WHY?
17. @morganb growthhackers.com 17 Optimize Find the Golden Motion / Magic Number Optimize experience to get users to those milestones Continually back test to ensure assumptions hold
18. @morganb growthhackers.com 18 Learning Drives Growth Tamara Steffans –
 Accompli “Our whole team understands what app store optimization is, what the right keywords are, what has worked for us and what hasn’t. No matter what their role, they’re invested in understanding these strategies themselves.”
19. @morganb growthhackers.com 19 Mobile Growth
20. @morganb growthhackers.com 20 Mobile Growth Stack Andy Carvell –
 SoundCloud
21. @morganb growthhackers.com 21 Organic Mobile Growth Organic Levers ASO Mobile SEO Press Partnerships Email Inflection Points Localization Virality
22. @morganb growthhackers.com 22 ASO - How Visible are You Really?
23. @morganb growthhackers.com 23 ASO - Understand the System bitly.com/asocheatsheet App Name, Keywords, Icon, Screenshots, Updates, Rating Search phrases ≠ keywords Download velocity More: https://growthhackers.com/slides/mobile-growth-best-strategies-tools-tactics/ &
 http://www.slideshare.net/kolinko/appcodes-app-store-marketing-toolbox-11535165
24. @morganb growthhackers.com 24 ASO - Driving Positive Reviews Don’t nag for reviews - ask at golden moments Run down negative reviews and turn around Use Helpshift / Apptentive to address customer service issues Ask for reviews after great CS experiences https://medium.com/circa/the-right-way-to-ask-users-to-review-your-app-9a32fd604fca
25. @morganb growthhackers.com 25 Mobile SEO Don’t forget mobile web traffic Optimize for high-intent searches Test calls to action Lower CPI
26. @morganb growthhackers.com 26 Virality - User Referral Programs Integrate with existing sharing behaviors (FB, Twitter, etc.) Create dynamic sharing images Tap the address book Personalize the loop
27. @morganb growthhackers.com 27 Virality - User Referral Programs Test where the ‘ask’ occurs Optimize touchpoints Measure everything http://apptimize.com/blog/2014/05/conversion-funnels/
28. @morganb growthhackers.com 28 Virality - Net Promoters 28 On a scale of 0 to 10, how likely are you to refer your friends? 1 Detractors Neutral Promoters 2 3 4 5 6 7 8 9 10 0 Promoters Detractors — Total = NPS
29. @morganb growthhackers.com 29 Virality - Net Promoter Score Nilan Peiris –
 Transferwise “Every app on your phone has an insanely high NPS.” More: https://growthhackers.com/slides/slides-nps-driven-growth-by-nilan-peiris/
30. @morganb growthhackers.com 30 Net Promoter Works Both Ways
31. @morganb growthhackers.com 31 Virality - One to Many From one-to-one to one-to-many Brand ambassadors can be powerful acquisition source Need to balance acquisition with quality More: fusion.net/story/36462/lyft-brand-ambassadors-made-bank/
32. @morganb growthhackers.com 32 Inflection Points Be a good ecosystem partner Leverage short-term windows for boosts in growth Operating system launches Newsjacking
33. @morganb growthhackers.com 33 Double Down
34. @morganb growthhackers.com 34 Relentless Execution Through Loop ideas prioritize test analyze optimize
35. @morganb growthhackers.com 35 Helpful Tools ASO AppAnnie, SenorTower, AppTweak, Helpshit, Apptentive, StoreMaven, AppCodes, MobileAction.co Virality / Personalization Branch.io, Yozio Testing Leanplum, Apptimize, Optimizely, TestFlight, Diawi, LookBack.io Analytics Branch.io, Yozio, Looker, Mixpanel, 
 Google Analytics
36. @morganb growthhackers.com 36 Thank You !
37. @morganb growthhackers.com 37 Get in touch daily growth newsletter: http://morganbrown.co twitter.com/morganb linkedin.com/in/morganb " # $