1. Build the right infrastructure
2. Prioritize based on impact
3. Identify the right users for the app
4. Find the right moment for app promotion
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Build good product and analytics
infrastructure.
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You need impact with numbers you
trust before you can justify any
investment in growth.
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Understand the value of an app user.
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➔ Understand what incremental value
you get from a user who downloaded
the app (vs. a similar user who didn’t)
to understand your ROI.
➔ Understand what incremental value
you get based on different acquisition
channels (organic vs. paid).
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Understand who your users are, and
how to reach them.
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People use the app (compared
to other platforms) for a lot
more than buying.
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This is a daily ritual
for me, as a bride
planning her wedding.”
“I was on my long commute.
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Mobile apps are
not for everyone.
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87% of people say they can be loyal
to a brand without having its app
on their phone.
53% of smartphone users say they
do not have their favorite brand’s
app installed on their phone.
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First, let’s get the Etsy app
top of mind.
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Second, let’s optimize our
app store pages to
maximize downloads.
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1. Update your app store assets regularly
2. Optimize your app store presence
3. Add a (good) promotional video
4. Manage reviews and user feedback
5. Nurture relationships w/ Apple & Google
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Third, let’s get users back
in the app.
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On average, mobile apps lose 77%
of their DAUs within the first 3
days after install.
In the next 30 days, that number
jumps to 90%.
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Push notifications are a privilege.
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Don’t make a deal the only reason
why users would download your app.