ASCENDING SCALE: THE MOBILE GROWTH STACK

ANDY CARVELL SENIOR PRODUCT MANAGER, GROWTH, SOUNDCLOUD

MORITZ DAAN PRODUCT MANAGER INTERNATIONAL, SOUNDCLOUD

Mobile Growth Stack

Andy  CarvellPM  Retention

Moritz  DaanPM  International

Agenda

1. Growth Team 2. Mobile Growth Stack3. Executing the Stack

SoundCloud’s Growth Team

Acquisition Activation Retention International

“Growth  Umbrella”  -­ Product  Org,  Berlin

Growth

Mobile Growth Stack1

Andy  Carvellwww.mobilegrowthstack.com

Cross-sellCross-sell users from web or mobile web to our native apps

Acq

App Store OptimizationLast year: our “own” App Store Now: Google Play

Acq

App (Store) OptimizationIncrease reviews + improve ratings + get feedback + measure NPS

Acq

Todo: ask promoters to actually invite friends & send ‘personal’ push notifications when we launched the feature detractors were asking for

Facebook App invitesTest out new integrations: trying to tap into more referrals with FB App Invites

Acq

RetentionRet

● Experiment-­Driven  Approach:

○ Multivariate  Tests  (optimize  for  key  metrics)○ CONTROL  GROUPS  to  prove  impact  vs  all  other  activity○ Scale  what  works  (based  on  data)○ Iterate  regularly.    ○ Retention  has  slow  cycle  times:    look  for  early  indicators  of  impact

New  User  Cohorts

‘Growth  Machines’● Onboarding  Flows● Activity  Notifications● Drip  Campaigns● Loyalty  Scheme*

Acquire  Users Retain  Users  (prevent  churn)Re-­Activate  Users

● Re-­activation  Campaigns● Re-­targeting

Drip CampaignsAdaptive In-App Messaging to drive desired (engaging) behavior

Act

Activity NotificationsDrive retention & engagement with push notifications

Ret

Todo: use optimized timing, channel delivery, rich push, personalized push based on earlier click behaviour

DeeplinkingCreate a seamless UX and drive installs with deeplinking

Ret

Installed Not  installedMobile  Web

Todo: automatically bounce people into the app & intelligent deferred deeplinking+ Leverage App Indexing

Localization: ASOTesting with a dummy app for which localized keywords you rank (Apple)

Int

Localization: ASODriving installs with localization of App Store metadata

Int

MoM  growth  after  localization

Russia  +376%South  Korea  +264%Turkey  +157%Italy  +136%Brazil  +98%Belgium  +47%Mexico  +36%Spain  +33%France  +28%Germany  +23%Netherlands  +21%Canada  +12%Japan  -­6%China  -­15%

Thank you!(Psst. We’re hiring)

www.soundcloud.com/jobs

www.mobilegrowthstack.com