12 things you should know before you launch an app
TRANSCRIPT
12 TH INGS YOU SHOULD KNOW BEFORE YOU L AUNCH AN APP
MARIE OUTTIERFOUNDER @ WISEMOBILE11TH MAY 2016
1 . “BU ILD I T AND THEY WILL COME”
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“ALMOST ALL FA ILED STARTUPS HAD A PRODUCTWHAT THEY D IDN ’T HAVE IS ENOUGH CUSTOMERS”
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2 . ACQUIS IT ION IS A JOURNEY
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- Time +
Minimum Viable
ProductSoft launch,
and full launch
Sustained acquisition
Steady state
- Vo
lum
e of
cus
tom
ers a
cqui
red
+
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3 . DO YOUR HOMEWORK
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TBlogs
Content
Marketing
In-App advertising
ASO
PPC
Engineering as
Marketing
Viral Marketi
ng Copyright WiseMobile ltd
SEO
THE BULLSEYE METHODOLOGYSOURCE : “TRACT ION”
19 channels
3 channels
1 channel
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4 . DEF INE YOUR TRACT ION GOAL
Volume
CostBudget
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Be wary of vanity metrics
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5 . THOU SHALL KNOW THY ADVERT IS ING USER FUNNEL
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Post download
events
Impressions
Clicks
Installs
Registrations
$
0.5%-2%
5%-10%
40%-70%
0.5%-2%
Downstream Metrics
6 . UNDERSTAND KEY METR ICS FOR YOUR APP
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CUSTOMER ACQUIS IT ION COST (CAC)
500Installs
$2CPI
250registrations
$4CPR
$1000Budget
In this scenario the “real” CAC =$4
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CUSTOMER LIFE TIME VALUE (CLTV)
“All the revenue a single consumer will generate
from the time he or she downloads the app until it’s no longer used”
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LTV/CAC > 1 ?
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7 . THE IMPORTANCE OF TRACK ING AND ATTR IBUT ION
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C905C11D-CD01-4E6A-826D-09B324183740
TH IS IS A MOB ILE DEV ICE ID
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Awareness LoyaltyInteraction
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8 .BE COMFORTABLE WITH BE ING UNCOMFORTABLE
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LUMA landscape 2014
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And it keeps changing…..
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9 . EVERY TRAFF IC SOURCE IS VALUABLE AT A CERTA IN PR ICE PO INT
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$10,000 $0.75 13,333 14% 1866 $5.35
$10,000 $3.45 2,898 60% 1739 $5.75
Budget Cost per Install #Installs % loyal
users#loyal users
Cost per Loyal Users
Low quality traffic
Targeted traffic
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10 . YOU NEED DATA TO OPT IM ISE
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Impressions
Clicks
Installs
Registrations
$
Remember how the funnel works!
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11 . S ATURAT ION IS A B*TCH
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11 . AS YOU SCALE , QUAL ITY W ILL GO DOWN
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12 . REV IS IT YOUR GROWTH STRATEGY EVERY 6 MONTHS
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