App Growth hacking on budget, a presentation by Deepak Abbot at ProductGeeks Conference.

1. Growth Tips & Zero Dollar Stack
For your
0 to 1mn Journey
By: Deepak Abbot | twitter.com/deepakabbot
Medium.com/@deepakabbot

2. Part 1: 25 Daily Use Tips
& Tools for your App
growth
Part 2: Growth Marketing
Stack on zero budget
Part 3: App Metrics
Benchmarks

3. Before you start
#Setup
Do the Basics
• Integrate Google Tag Manager
• Capture the right events in your Analytics tool & Facebook
SDK
• Test all the events
• Link Google Analytics to Play Store
• Link Adwords to Google Analytics
• Test Install Tracking in Adwords & Facebook
• Test iOS + Android Source Tracking in GA

4. Tip 1
#Acquisition
Master ASO
• Get the Right Keywords
• Keyword Tool like Keywordtool.io
• Add Inbound links (no redirect)
• ASO Tool trial versions
• Add Product Videos
• Free videos at powtoon.com

5. Tip 2
#Acquisition
Free ASO Test
Rater.localytics.com (iOS)
Apptweak (Android & iOS)

6. Tip 3
#Acquisition
Always be Tweaking
• Test your App Icon, Title,
Description, Images
• Plural keywords
• Misspelled Keywords (use app
reviews)
• Hndi Songs  Gaana

7. Tip 4
#Acquisition
ASO Cheat Sheet
Download Free ASO Cheat Sheet:
j.mp/freeASO

8. Tip 5
#Acquisition
Get Covered
submit.co
Over 500 contacts listed
Justreachout.io – Find Journalists who write about Startups

9. Tip 6
#Acquisition
Get Reviewed
j.mp/GetRevi
ewed
Over 80 sites listed

10. Tip 7
#Acquisition
Get your App Indexed
Now Google supports both Android &
iOS
Add 2 Intent Filters – support both
example.com & example://

11. Tip 8
#Acquisition
Go Wide

12. Tip 9
#Engagement
Master Onboarding
• Custom Offer
• Optimize Referrals
• Personal Welcome
• Congratulate Them on
In-App achievements
• Welcome Email
• Friendly Reminder Push
• Avoid Login Gate
• Avoid Permissions
upfront*
*iOS & soon with Android M

14. Source: Mixpanel 2014 App State Report

17. Tip 10
#Acquisition
FB App Invites
https://developers.facebook.com/docs/app-invites/overview

18. Tip 11
#Retention
Optimize your App
Reduce App Size
Proguard
Lint
Use 9 patch Images
Use PNGs, TinyPNG
LDPI/MDPI support? –
Analyze & remove
support
0
2
4
6
8
10
12
0
2000
4000
6000
8000
10000
12000
14000
1 2 3
App Size v Downloads
Organic Downloads Paid Downloads App Size

19. Tip 12
#Engagement
Rating Best Practice
Visual Representation:
Not from the actual App

20. Visual Representation:
Not from the actual App

21. Visual Representation:
Not from the actual App

22. Visual Representation:
Not from the actual App

23. Tip 13
Reviews Sentiments
Appbot.co

24. Tip 14
#UX
Visual Hack
Make your loading animation fun
Use one liners, Funny Gifs, Random Facts, In-App Help

25. Tip 15
#Analytics
Optimize GA for Mobile
• Create Custom Dashboards for
Product/Marketing/Tech/Business
• www.google.com/analytics/gallery
• Enable App Speed
• App Demographics & Interests
• App Store Views to Download
• Enable Experiments for A/B Testing

26. Tip 16
#Analytics
User Level Data in GA
• Add Custom Dimensions in GA to pass unique ID
Admin > Property > Customer Dimensions > + New Dimension > Add the Snippet
Admin > Property > Settings > Tracking Info > User-ID

27. Tip 16
#Analytics
Facebook Analytics
• Find your viral co-efficient

28. Tip 17
#Analytics
Actionable Cohorts
• Are you segmenting your cohorts?
• By Age/Gender/Location
• By Campaign/Sources/Creatives
• By Device/OS/Resolution/Browser
• Affinities & Interests
• By Revenue
• By In-App Activities
• By Behavior

29. Tip 18
#Acquisition
Free Advertising
• Rs.10000 free Adwords Credits
• $50 on Bing Ads
• $100 on Facebook Ads
Use this to target Journalists, Influencers, Bloggers by finding their Facebook ID

30. Tip 19
#Acquisition
FB Advertising

31. Tip 20
#Analytics
Track your Competitor
• Track Installed/Running Apps
• Track their traffic patterns
• Track their keywords
• Listen to their Notifications – Use batch.com/insights

34. Know your Competitors

39. Tip 21
#EngagementAuto Register/Passive Login
• Use AccountManager.getAccounts to get device primary ID
• Auto register the user
• Auto login the next time
• Use Email to Onboard
• Use this data for retargeting

40. Tip 22
#RetentionRetarget for Free (Android)
• Fetch emails from AccountManager.getAccounts
• Export to Google Docs along with each event, Mail Merge
with Gmail

41. Tip 23
#AcquisitionCross Promote
Lend 10% inventory to network ad get return traffic

42. Tip 24
#EngagementOptimize Deep Links
Don’t forget to enable Deferred Deep Links
Facebook now allows deep links in App Install Ads

43. Test your Deferred deep link setup:
https://developers.facebook.com/tools/app-ads-helper/

44. Tip 25
#AnalyticsCalculate Real CPI
bit.ly/CPIcalc
Download the Excel Sheet

45. Tip 26
#UXEaster Egg
• Put a little game
• Animation
• Video
• Random Gift

46. Tip 27
#EngagementInteractive Push
Opens App

47. Tip 28
#EngagementPush Best Practice
j.mp/pushguide
Download Guide: By Urban Airship

48. Tip 24
#EngagementIn-App Messaging

49. Tip 29
#EngagementBadging (iOS)

50. The Final Tip
#AnalyticsMeasure the right Metrics
Focus on DAU/WAU
Focus on D30/D60 Retention post acqusition
Calculate Cost per Retained Users

51. Don't like the App,
23%
I don't use it much,
12%
Doesn't work/Bugs,
7%Competitor's
App is better,
4%
Push
Notifications,
4%
Forgot to
use, 9%
Space on
phone, 12%
App is slow, 10%
Consumes lot
of data, 10%
Consumes lot of
battery, 9%
Why Users Uninstall
37540 respondents across 4 apps in News, Sports, Media & Commerce category

52. ZERO DOLLAR STACK
Upto 1mn Users

53. App’s Customer Lifecycle
Attribution Tracking
App Distribution
ASO
Referrals
In-App Engagement
Social Plugins
Notifications Advertising
IAP
Commerce
Analytics
User Behavior
Multi Channel
Customer Service
Remarketing

54. Zero $
Stack

55. BEAT THE BENCHMARKS
Disclaimer: Data from Multiple sources, Internal Analysis & Public tools

56. Benchmark 1
Uninstall Rates
75%
60% 60%
40%
35%
22%
Games Business Ecommerce Music Social Messaging
Source: Internal Analysis, Tapstream & Apptentive

57. Benchmark 2
Retention Rates – Popular Apps
100%
91%
57% 56%
51%
39%
21%
100%
88%
52% 54%
44%
35%
17%
Facebook WhatsApp WeChat Instagram FB
Messenger
Twitter Tumblr
D30 D60
Source: Tapstream

58. Benchmark 3
Retention Rates – Categories
45%
30%
25% 25%
15% 15%
10%

59. Benchmark 4
Install to MAU ratio
%

60. Benchmark 5
MAU/DAU ratio
%

61. Benchmark 6
App Ratings

62. Benchmark 7
Install to Rating Ratio
%

63. Benchmark 8
5 Star Review %
%

64. Benchmark 9
1 Star Review %
%

65. Benchmark 4
In-App Conversion %
%

66. Benchmark 5
Average CPIs in India
Android Rs.50-
75
iOS Rs.85-120
Cost of Retained User 3.5X
of CPI

67. Benchmark 6
Cost of Re-engagement
Android CPC Rs.6-9
iOS CPC Rs.15-
20
Cost of Re-install Rs.150-
220

68. Benchmark 7
>90% downloads are organic

70. App Downloads
in 2015
7.5bn
App Downloads
in 2016
10.5bn
India will downloads billions of Apps this year
Find your
Million here 

71. THANK YOU
Reach me twitter/@deepakabbot or
email: dabbot@gmail.com