growth hacking mobile apps: 3 critical growth tactics
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1 @urbanairship #growthhacking @urbanairship #growthhacking
June 23, 2016
Growth Hacking Mobile Apps:3 Critical Growth Tactics
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Alyssa Meritt Justin DunhamDirector, Strategic Services
Lead, Marketing Technology & Analytics
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Today’s Agenda
Introductions
What is Growth Hacking … errr, Marketing?
Growth Tactics:1. Retention: Laying the Foundation from the Very Start2. How (and Why) to Iterate on Your Mobile Campaigns3. Using Mobile Data to Get the Right Customers
Mobile Growth Marketing Key Takeaways & Next Steps
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What is Growth Marketing?
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12M Users Just 1.5 Years After Launch
--Get your free Email at Hotmail
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Marketing: Traditional vs. Growth
Traditional Growth
Product Formal relationship Same team
Goal Sell Strategically drive revenue, retention, etc.
Data “Some things can’t be measured” Data-driven approach
Testing Limited Constant
APIs and Technology
Barrier to be overcome Source of advantage
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Growth Marketing & Mobile
Growth Mobile
Product Act as the same team Complete customer experience -- not just a channel
Focus Strategically drive revenue Customer experience
Data Data-driven approach Seamless data collection
Testing Constant Continuous deployment and 1:1 messaging
APIs & Technology
Source of advantage Many opportunities for creative usage to drive better experience; integrations. Omnichannel
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Retention: Laying the Foundation from the Very Start
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If you invest in growth before you have retention, you’re renting users, not acquiring them.-Tarun Mitra
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You’re Not Just Selling
USERBRAND• Reach, engage &
retain customers• Generate repeat
business• Gain user insight• Operational efficiency• Optimal experiences
• Easy & convenient• Save money• Save time• Have fun!• Security• Better deals• Be reminded
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Build in Habit
What is bringing them back?
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Plan for Retention, Retargeting
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How (and Why) to Iterate on Your Mobile Campaigns
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How Are You Using Mobile Data Today?
Analytics
• Usage• Path analysis
• Adoption• Events tracking
• Attribution• Usability
Aggregate or User Level Insight
• Preferences• Behaviors• Locations• Lifecycle• Status
Marketing Response
• A/B testing• Retargeting
• Cross channel messaging
ROITargeting, profiling
Messaging, optimizatio
n
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How To Get Better Results
● Articulate our guesses● Figure out ways to test them● Act on the data
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Example
Hypothesis Test Owner Result
Adding signup to the homepage will drive a 10% increase in conversions to our product
A/B test 2 versions of the homepage to see whether we see that lift
Justin We saw a 5% lift, half from more click-thrus, and half because visitors who saw the signup on the homepage were more likely to signup through normal channels
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Three Simple A/B Testing Opportunities 1. Brand voice vs. pure information
A) ”Share your love for the new Pretzel Bacon Cheeseburger combo using #PretzelLoveSongs and we may sing it!" B) ”Pretzel Bacon Cheeseburger is here to stay. Choose combo #2 on the menu."
2. Clear call to action vs. vagueA) ”You can now enjoy $1 off premium cheeseburgers! Tap to redeem."B) ”Hungry? We’ve got local deals."
3. Immediacy vs. value propositionA) ”Your coupon expires today."B) ”There is still time to enjoy $1 premium burgers!"
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Individual Results May Vary
Hypothesis
Sale copy will have a higher open rate than thematic copy.
Test
A: Make the most of Summer…B: Camping equipment on sale
Result
A: 23% direct open 11.5% conversion rate
B: 18.6% direct open rate 13.9% conversion rate
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Using Mobile Data to Get the Right Customers
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Segmentation
● Explicit and implicit user preference● Funnel, frequency, user actions● Find the right segments and grow them
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Opt-in >> Convert >> Grow >> Retain >> Reactivate
Acquiring the Customer Building the Relationship Win back
Prospect Customer Super User Best Customer
Recaptured Customer
ReactivationTransactional &
operational
Broadcast
Obtainpermission Loyalty
1:1 triggeredTargeted by segment
Preference/ behaviorbased push
Exclusive rich contentWelcome
Get the opt-in
Value prop
Deals & alerts
Sharing preferences
Aggressive deals/content
Engage Pre-Install
Opportunity
Interstitial education on value prop
Pre-opt in screen
Customer Insight
Engagement Signals Across User Lifecycle
Register
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What Are the Attributes of Your Best Users?
ExplorersConverts
Advocates
SkepticsYour App
On and offline marketing
App store discoveryDownloadOpen app
Opt-in to push, locationRegister / key actionPurchase, returnShare & refer a friend
Action
Awareness
ConsiderationPreference
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Activation: Find Audiences Primed for Action
Use path analysis to find users that are on the threshold to convert
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Referral: Find Your Fans & Encourage Sharing
Drilldown into users that recently active
And find users that also visit frequently
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Multiple touch points 6x more valuable.
“The more channels that we can engage in with our customers, the
better the overall value of the customer.”-Tim McCauley,
Senior Director, Mcommerce, Walgreens
Source: eMarketer, January 2013
Cross-Promote & Retarget
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Cross-Channel Expansion
Redbox uses email, SMS, Pinterest and Instagram to connect with engaged (and lapsed!) customers.
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Lookalikes
Find highly engaged users in your app Upload into Facebook to find more
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When the Love is Gone…
Create reengagement campaigns
v
• Identify users that recently uninstalled
• Export a list for an e-mail, or social winback campaign
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Mobile Growth Marketing:Key Takeaways & Next Steps
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RetainFocus on retentionGive to getBuild in habit
BEST PRACTICE
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Start with a hypothesisA/B testOptimize, build on learnings
Test
BEST PRACTICE
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Define segments that move your businessExpand your omni-channel reachRecapture users and retarget the right new ones
Segment
BEST PRACTICE
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Q&ALuke, we need a slide here that we can sit on while we have Q&A. Also add: “Want more? Check out the online resources in our Content Library for more best practice and benchmark resources.” in smaller text on the slide. Thx!
Q & A
Want more? Check out the resources in our online
Content Library for more best practices and
benchmark reports.
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