Learn more about Mobile Growth: http://mozza.io
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These are the slides of a talk I gave at Le Camping, the most renowned French startup accelerator based in Paris.
13. user testing
!
qualitative testing
6 months before launch
Goals:
Gather 50-150 beta users you can talk to on a regular basis.
Search for hooks (3 days of active use) & must-haves (3 weeks)
Identify core product value.
14. user testing
!
qualitative testing
6 months before launch
Tools:
!
Testflight
(up to 1000 beta testers for free based on email address)
Diawi
PreApps (community of early adopters)
15. user testing
!
quantitative testing
4 months before launch
Goals:
Test your app with 5-10k unbiased users.
Get actionnable stats on conversion rates and retention.
!
20. Originally, Mailbox planned to charge $3 for the app, but
that changed after its debut video attracted more than 1
million views.
!
!
“We originated too much interest too fast,” Underwood
said.
!
!
So instead of charging on day one and potentially crashing
its servers (which would greatly damage the brand), the
team decided to make the app free but give people access
at a slower rate.
21. The bandwagon effect
“The bandwagon effect is a phenomenon whereby the rate of
uptake of beliefs, ideas, fads and trends increases the more that
they have already been adopted by others.” (Wikipedia)
24. If you are not embarrassedby the first
version of your product,you've launched
too late.
- ReidHoffman.
“
only if you’re looking
for product-market fit.
27. PR
PERFECT EMAIL TO BLOGGERS: SHORT & INFORMATIVE
!
What is your app: 3 lines
Why it is cool: 3 lines
Link to App Store (generic > your landing page)
Pictures
Youtube video link (appears on Gmail)
No PDF or word document
!
Good timing: early in the week (avoid Apple keynote…)
Great timing: newsjacking (ex: Lima during NSA scandal)
28. PR
RESOURCES:
!
Great guide to PR: bit.ly/guidetopr
List of blogs to get reviews: bit.ly/getappreviews
!
TOOLS:
!
BuzzSumo
Little Bird / NeoReach
PlaceIt
33. last week of 2013 (featured):
2.8 Million downloads
34. Build a great app (excellent UI & UX)
Use latest iOS innovations: iCloud, Game Center,
Passbook, Apple Pay, Touch ID.
Be universal: iPhone and iPad, EN/FR/ES/DE/IT
iOS only
Get in touch with Apple: 3 weeks before, at least.
increase chances
38. App Store:
!
- Keywords in the app’s
keyword set
- Keywords in the app’s
title
- Nb of downloads on a
specific period of time
- Rating
Google Play Store:
!
- Total nb of downloads
- App quality (engagement,
uninstalls…)
- Rating
- Keywords
- Nb of backlinks
- Social proof (G+ & FB)
Ranking algorithm
RESOURCES: AppCodes, AppAnnie, bit.ly/asocheatsheet
39. LOCALIZATION
After a week for iPhone.
(Study based on 200 apps, 2012 - Distimo)
the immediate impact of adding the native language
DOWNLOADS REVENUE
40. 7 languages = 76%
of the market
LOCALIZATION
English, Chinese, Japanese, Spanish, German, French, Russian
45. REVIEWS
Fight negative reviews.
App in the Air tactics: find them and change
their mind:
- look for the nickname on Google
- naming convention: “jdoe” => search “doe” in DB
- use country in search
- use social apps commented by this user
54. 20% of your “users”
will open your app
only once
Source: Localytics
55. you should spend 50%
of your work on the
first 60 seconds on
your app
56. !
!
During the sign up flow, you have more
attention from your users than you will ever
again. Don’t make it as short as possible!
Help them learn the product in a
meaningful way.
Onboarding goals:
57. !
1. Explain how your application works.
2. Motivate your users to get started.
3. Let your users know how to get
help, if and when they need it.
Onboarding goals:
65. Tap in the address book
Have people send SMS invitations to
their friends containing the download
link and experience conversion rates
from 30 – 50%.
Source: http://bit.ly/1udykIh
71. “You can't share a URL on Instagram or Snapchat
Chat, but you can share a photo. We knew the
novelty of screenshoting would be our biggest
hurdle but also saw once people learned it became
our A+ feature.”
!
Josh Miller (Product at FB)
72. bring the experience to non-users
Blab enables non-users to watch videos sent by
users without downloading the app.
73. bring the experience to non-users
Tinder’s matchmaker enables non-users to be matched
with other people by friends using the app.
81. understand your users
1. Isolate the most active users
2. Analyse their data, talk to them and find patterns.
3. Analyse the lest active users and find patterns.
4. Encourage active behavior
5. Optimize
82. understand your users
Twitter: way better results when 1/3 of the
people you follow get to follow you back.
Secret: 90% of users that engage in a
conversation come back within the week, often
several times per day.
94. gamification
Foursquare
Rivalry is a great motivating
factor, which is why the best
online businesses have learned
to harness it. Collecting points,
chasing people in rankings and
contributing to common
results keep users engaged.
95. Create a habit
Shopkick (in-store discounts)
Problem: most people don’t go
shopping every day.
Solution: redesign the app for a
daily use to create an habit.
So they launched a feed of
discounts on the app and they
focused on content. It may not be
the core value of the product, but
it creates habit and more people
then open the app in store.
96. in a nutshell
1. build your product right
2. understand your users
3. optimize