Growth Hacking Mobile Apps: 3 Critical Growth Tactics
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So what do we mean by “growth hacking?” Or the more accurate name for it is “growth marketing.” Growth marketing can drive huge returns, and it has a few characteristics. The way you interact with the product team. Before, marketers are thinking about acquisition, or branding, or email campaigns, or press releases. They aren’t really thinking in terms of the product. But in the growth marketing mindset, they’re sitting with the product team. Their goals. Growth marketers are evaluating opportunities across the entire funnel and picking the ones that are the most strategically important. Their use of data. Growth marketing is about challenging that assumption and using data to drive real results. And this is what enables you to be really creative -- that you know what is or isn’t working. Testing. This is the flipside of data, right? That we use the data to run experiments, to refine our thinking, and to see what’s working and what isn’t. Use of technology. There are literally thousands of VC-backed companies in the martech space now. But the growth marketing mindset is to view this as an opportunity, not a barrier. If I choose the right content management system for my website, I can make updates faster and my site renders more quickly, which means I rank better in Google. Growth marketers understand and use technology. AND IT IS NOT JUST STARTUPS
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Growth Hacking Mobile Apps: 3 Critical Growth Tactics
- 1. 1 @urbanairship #growthhacking@urbanairship #growthhacking June 23, 2016 Growth Hacking Mobile Apps: 3 Critical Growth Tactics
- 2. 2 @urbanairship #growthhacking Alyssa Meritt Justin Dunham Director, Strategic Services Lead, Marketing Technology & Analytics
- 3. 3 @urbanairship #growthhacking Today’s Agenda Introductions What is Growth Hacking … errr, Marketing? Growth Tactics: 1. Retention: Laying the Foundation from the Very Start 2. How (and Why) to Iterate on Your Mobile Campaigns 3. Using Mobile Data to Get the Right Customers Mobile Growth Marketing Key Takeaways & Next Steps
- 4. 4 @urbanairship #growthhacking@urbanairship #growthhacking What is Growth Marketing?
- 5. 5 @urbanairship #growthhacking 12M Users Just 1.5 Years After Launch -- Get your free Email at Hotmail
- 6. 6 @urbanairship #growthhacking 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
- 7. 7 @urbanairship #growthhacking 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
- 8. 8 @urbanairship #growthhacking@urbanairship #growthhacking Retention: Laying the Foundation from the Very Start
- 9. 9 @urbanairship #growthhacking If you invest in growth before you have retention, you’re renting users, not acquiring them. -Tarun Mitra
- 10. 10 @urbanairship #growthhacking 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
- 11. 11 @urbanairship #growthhacking Build in Habit What is bringing them back?
- 12. 12 @urbanairship #growthhacking Plan for Retention, Retargeting
- 13. 13 @urbanairship #growthhacking@urbanairship #growthhacking How (and Why) to Iterate on Your Mobile Campaigns
- 14. 14 @urbanairship #growthhacking 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 ROI Targeting, profiling Messaging, optimization
- 15. 15 @urbanairship #growthhacking How To Get Better Results ● Articulate our guesses ● Figure out ways to test them ● Act on the data
- 16. 16 @urbanairship #growthhacking 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
- 17. 17 @urbanairship #growthhacking 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. vague A) ”You can now enjoy $1 off premium cheeseburgers! Tap to redeem." B) ”Hungry? We’ve got local deals." 3. Immediacy vs. value proposition A) ”Your coupon expires today." B) ”There is still time to enjoy $1 premium burgers!"
- 18. 18 @urbanairship #growthhacking 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
- 19. 19 @urbanairship #growthhacking@urbanairship #growthhacking Using Mobile Data to Get the Right Customers
- 20. 20 @urbanairship #growthhacking Segmentation ● Explicit and implicit user preference ● Funnel, frequency, user actions ● Find the right segments and grow them
- 21. 21 @urbanairship #growthhacking Opt-in >> Convert >> Grow >> Retain >> Reactivate Acquiring the Customer Building the Relationship Win back Prospect Customer Super User Best Customer Recaptured Customer Reactivation Transactional & operational Broadcast Obtain permission Loyalty 1:1 triggered Targeted by segment Preference/ behavior based 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
- 22. 22 @urbanairship #growthhacking What Are the Attributes of Your Best Users? Explorers Converts Advocates Skeptics Your App On and offline marketing App store discovery Download Open app Opt-in to push, location Register / key action Purchase, return Share & refer a friend Action Awareness Consideration Preference
- 23. 23 @urbanairship #growthhacking Activation: Find Audiences Primed for Action • Use path analysis to find users that are on the threshold to convert
- 24. 24 @urbanairship #growthhacking Referral: Find Your Fans & Encourage Sharing Drilldown into users that recently active And find users that also visit frequently
- 25. 25 @urbanairship #growthhacking 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
- 26. 26 @urbanairship #growthhacking Cross-Channel Expansion Redbox uses email, SMS, Pinterest and Instagram to connect with engaged (and lapsed!) customers.
- 27. 27 @urbanairship #growthhacking Lookalikes • Find highly engaged users in your app Upload into Facebook to find more
- 28. 28 @urbanairship #growthhacking 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
- 29. 29 @urbanairship #growthhacking@urbanairship #growthhacking Mobile Growth Marketing: Key Takeaways & Next Steps
- 30. 30 @urbanairship #growthhacking Retain Focus on retention Give to get Build in habit BEST PRACTICE
- 31. 31 @urbanairship #growthhacking Start with a hypothesis A/B test Optimize, build on learnings Test BEST PRACTICE
- 32. 32 @urbanairship #growthhacking Define segments that move your business Expand your omni-channel reach Recapture users and retarget the right new ones Segment BEST PRACTICE
- 33. 33 @urbanairship #growthhacking Q&A Luke, 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.
- 34. 34 @urbanairship #growthhacking | Portland San Francisco London | +1 503 385 3155 | urbanairship.com Thank you!
Editor's Notes
- Welcome to the Urban Airship’s Growth Hacking Mobile Apps: 3 Critical Growth Tactics. We are excited to cover the changes we’re seeing in the mobile marketing space with you today. And we’re social! So please tweet or follow @urbanairship using the hashtag #GrowthHacking on any comments.
- So who are we? I’m I’m Alyssa Meritt, Head, Strategic Services for Urban Airship, which means I lead a team of consultants who deliver tailored digital marketing strategies to clients of all sizes in order to increase mobile app engagement and grow business ROI. I’m there for anything from XXX to XXX, which gives me a unique perspective into the business challenges mobile marketers and product owners are trying to solve. And with me is Justin Dunham, Marketing Technology and Analytics Lead for The Ship. Justin manages all marketing technology and analytics, including web engineering, marketing automation, and digital marketing and lead flow & revenue analytics for Urban Airship. He also leads our testing and experimentation function across the organization. Why are we here today? We’re seeing a shift in how people engage in mobile It’s changed the tools we offer to developers and marketers, and what it takes to be successful.
- So now that we’ve set the course, what is growth marketing,
- I want to start with a little story, about a service called Hotmail. Does everyone remember Hotmail? The first really well-known web-based email service. When they started, they put this link at the bottom of all their messages This was really smart: because every person who received an email from Hotmail, had a way to sign up for it, too They were bought 1.5 years after launch, and had over 10 million users. That’s nothing today, but back in 1997 that was a big deal This acquisition strategy was really creative. It required some thinking across marketing and product. It required awareness of the fact that you could advertise to someone else at a great moment -- when they’re in their own email client. It required data and analytics. You can be sure that they were tracking how well this tactic worked. And it was really the first “growth hack.”
- So what do we mean by “growth hacking”? Or the more accurate name for it is “growth marketing”. Growth marketing can drive huge returns, and it has a few characteristics. The way you interact with the product team. Before, marketers are thinking about acquisition, or branding, or email campaigns, or press releases. They aren’t really thinking in terms of the product. But in the growth marketing mindset, they’re sitting with the product team. Their goals. Growth marketers are evaluating opportunities across the entire funnel and picking the ones that are the most strategically important. Their use of data. Growth marketing is about challenging that assumption and using data to drive real results. And this is what enables you to be really creative -- that you know what is or isn’t working. Testing. This is the flipside of data, right? That we use the data to run experiments, to refine our thinking, and to see what’s working and what isn’t. Use of technology. There are literally thousands of VC-backed companies in the martech space now. But the growth marketing mindset is to view this as an opportunity, not a barrier. If I choose the right content management system for my website, I can make updates faster and my site renders more quickly, which means I rank better in Google. Growth marketers understand and use technology. AND IT IS NOT JUST STARTUPS
- You’re right. We’re seeing this shift in small and large companies It is a shift in approach and business strategy TACTICALLY Align on growth. Respond and measure, block and tackle with retaining users and creating a great user experience Elevate the data discussion to omnichannel as you do this, using tactical strides to power investment. STRATEGICALLY Changing how you work internally: cross departmental collaboration, building for growth Thinking open omnichannel- best in breed, identify what moves the business. How growth translates to mobile is a focus on the mobile app as a product with supporting contributors and cross channel connection points. This kind of change isn’t easy. There are some core elements tho: Retention, Testing, Retargeting
- Let’s start with Retention.
- Retention often gets overlooked. Imagine you have an app that’s growing users 100% a week (which would be incredible). But you’re churning 90% a week. So your net growth, at that point, is only 10%. It probably makes a lot more sense to focus on fixing your churn than worrying about adding more new users; and the gains there will probably be easier to come by. And going back to user experience, and to data, there are lots of things you can do to use the data you have to increase retention. Personalizing content, improving functionality, connecting offline and online experiences, and so on. Exactly! Retention is about value. As your relationship grows, so does the data you have on a user.
- As a marketer- not just selling, all touch points. Be effective by providing value. Right person, right place, right time. We talk about this in every strategy session; Best messaging and experiences benefit the brand and the user. VALUE IS AT THE HEART OF THIS Digital wallet boarding passes are efficient and low cost to airlines. For the user, they are easy, convenient and save time. Starbuck’s mobile app is a loyalty and payment device for the brand, but is a lifestyle experience for the user, making payment easy, and exposing them to new apps, music and discounts. Features are a huge part of retention These benefits engage new users. A retention plan keeps them.
- It can be as simple as building in habit
- We support retention through the use of tags to identify user preference as well as user behavior. This can be used in marketing automation to welcome new users or re-engage lapsed ones. Fandango planned for the possibility of lapsed users by asking for interests when users were most engaged- upon the first open of their app.
- There’s some really sophisticated stuff you can learn from mobile behaviors.
- We’ve set up our tools to allow you to learn at whatever place that you’re at. 1) understanding what helps engage aggregate audience early: click thrus on welcome offer 2) See how
- Testing is the best way to improve results. You want to figure out what you think will happen, figure out a way to test those assumptions, and then act on the data. An example: You want to invest money in a new navigation design so that people can find content more easily. So one way to do this, is just to do it. A better way is: what numbers do you expect to effect? Can you run a change with some visitors to see if those numbers actually move? And you can apply this everywhere.
- Here’s a quick, simplified example of what this looks like. The first column is our hypothesis. We make a guess as to what will actually happen, and we put a number against that guess. That way, we know what we’re looking for. And also, we can see how far off we were and make our guesses better later. Then we have what the actual test is. Some are simpler than others. Some tests are just going out and getting data we already have. But the point is to find a way to figure out whether our hypothesis is true or false. Then an owner. Accountability is really key. To help you out, we’ll make the experiments sheet we use part of the follow-up we send out after the webinar, so you can see how we manage things at Urban Airship. Lastly, the result! The nice side effect of cataloging all your results is you start building yourself a litlte knowledge base showing what you’ve learned.
- This can be as simple as A/B testing your message copy to start The best way to get someone to do what you want is by giving them a call to action.
- Word choice does matter in breaking news (see Expressen) Effects of emojis is inconclusive based on beta tests, but we have clear evidence that our customers want to test this. Some customers only message through A/B Tests - they test everything just in case Really interesting result that shows how to think through the actual metrics and who you’re trying to target. The conversion rate is the actual target and you can use data to ensure that you’re targeting the right people.
- The right user, right place, right time -- talk of 1:1 marketing, personalization- at the core of this is attributes and segments that define your users.
- So, segmentation is really marketing 101, right? We talked about funnel segmentation. Thinking strategically about each of the funnel stages, and where you should focus, is important for driving growth. [consider saying something about finding where the funnel is leaking---- Tagging for key actions and custom events to fix the HOLES IN YOUR FUNNEL] There are lots of other ways to segment, too. How about frequency of use? Or where a user came from? Or how long they spend in your app? One exciting thing about growth marketing is you can find little groups of users who absolutely love something about your product, and then focus on them, and focus on growing that segment by improving your product for them. One really important segment is where people are in the funnel and people forget that one of our key approaches in growth marketing is targeting people the whole way through the funnel, and planning for retention – asking for
- WHAT IS YOUR CORE ACTIVATION GOAL? There’s probably 10 user actions, but one that means something significant to the brand and shows user intent. Sign up / consume content/ buy something/ share something Actions and KPIs Identifying points in the lifecycle where messaging or user experience can be improved upon
- By the time someone has downloaded, opted in and then registered or signed in…they’ve shown themselves to be extremely interested in your product. These are the most qualified people you have to work with. If you don’t focus on retaining them (AND FINDING MORE LIKE THEM) then you are neglecting the most high quality leads that you have.
- Certainly you want to activate people, capture those who have abandoned a cart or repurchased.
- Use Case: Focus on your highest valued users. Get them to rate your app using a rich page to direct them to the app store. Insight: Export list of user that are on the high end of app open from your month actives. Target them to rate your app. Your best customers download your app. If they refer that’s a huge signal When they connect in additional channels, that is yet another signal
- Cross promote and retarget (Connect) Mobile is a unique channel. What is your strategy to increase audience touchpoints? Viral user growth Cross channel protects your investment
- Redbox, Digital Wallet
- Another strategy you can use is lookalikes – any product that allows you to find segments that… We all want to capture our best customers but sometimes ...
- When they’ve lapsed, or cancel your service, or been inactive, or generally show themselves to not be retained, then you have an opportunity to learn from them. Mobile + Email can = Insight Give them the option of choosing a less expensive package that isn’t advertised during signup. You’ve already lost them, so you might as well try something to bring them back. What’s the worst thing that made them cancel? Use it to inform the product roadmap, increase future retention, maybe even improve enough to bring them back.
- Assemble the right team to support your mobile product. Share a focus on growth This includes your internal, agile, cross functional team as well as partners There’s a new expectation of a value exchange between brands and users. It should be built into the app itself, but if it is not, what messaging can add value? Build in sharing, utility, reasons to reengage
- Track metrics that ladder up to your goals. Optimize incrementally, Iterate on small improvements Define KPIs that actually matter- downloads are great but are they staying. Do you have content worth sharing that is aiding in organic growth?
- We look at segmentation in a number of ways: explicit and implicit cues from your user’s mobile actions, where a user is in the lifecycle, how they respond to campaigns, as well as other data gathered from CRM and POS systems and exported into the mobile experience Marketing is no longer linear. Make sure you can use your mobile data in other channels. In fact, Forrester just talked about how mobile data is the key channel for user information. Expand the touchpoints you can impact through user insights, cross promotion and retargeting.
- Thanks so much for joining us today. We look forward to seeing you on our next webinar in July that reveals results of a recent survey we did on the newest mobile channel, Mobile Wallet. Early look: consumers are very, very interested in using it, and we’d like to talk to you more about how to engage them through the non-payment side of digital wallet.