Tech a break John Mathew - Mobile Growth

Product Management Practices & Mobile Growth StrategiesJOHN MATHEW - SENIOR PRODUCT MANAGER, ZYNGA

Understanding Growth

Mobile growth is most often equated to this

Ad Spend

Which in turn translates to this

Jan-15 Feb-15 Mar-15 Apr-15 May-15 Jun-15 Jul-15 Aug-15 Sep-15 Oct-15 Nov-15 Dec-15625 1250 2500 10000 30000 20000 40000 80000

160000

320000

640000

1280000

Downloads

Understanding GrowthA Growth strategy solely based on downloads will look like this:

Understanding GrowthA sound growth strategy would be based on addressing both downloads and retention

DOWNLAODS

RETENTION

GROWTH STRATEGY

Defining Key Metrics*

Installs/Downloads: Number of users who downloaded the App (weekly average)

DAU: Number of unique users who have used your app on a given day

MAU: Number of unique users who have used your app in a given month

Engagement: Measure of how often users come back to your app, typically DAU/MAU

Retention: Dn retention is % of installs who come back ‘n’ days after install date (n=1,2,3..)

Average Session Length

Sessions / User

App Specific Actions

*If the app is on multiple platforms, devices, locales, etc. metrics need to be broken down based on these

Why does a user Download/Install an app?

App Store Discovery◦ Ranking◦ App Ratings and Reviews◦ Featuring◦ Keyword/Search Optimization

Virality / Word of Mouth◦ Social Features (e.g. Instagram)◦ Messaging Channels / Ability to Share (e.g. Facebook integration)◦ In-App Advertisements◦ Mentions in Media - Print, online, television, etc.◦ Brand Recall

App Store Discovery

App Store Discovery: Ranking

• High Installs• 4+ Star Ratings and high number of ratings• Multiple Daily User Sessions or High Session Times• Large Active user base

What is common to these apps?

Typically observed in Apps with higher engagement/retention

App Store Discovery: Ratings and Reviews

Reduce Low Ratings by fixing:◦ High load times◦ App freezes and crashes◦ Inability to use the app

Surface rating pop-up after a positive user experience◦ User gets a reward / discount◦ User finishes a difficult task◦ Avoid surfacing this pop-up during negative experiences

Monitor reviews to know what your users are saying

App Store Discovery: Featuring

Platform Specific Features or Content◦ Use of Apple’s latest APIs◦ Exclusive Sale on Google◦ Implementation of Google+ Sign In◦ Offer Paid App for Free

New updates with interesting features◦ New features on popular apps

Align UI styles with Platform◦ Align to the most relevant platform

User Ratings and Feedback◦ High rated apps stand to get featured more often

App Store Discovery: Keyword/ Search

Meaningful / Clear App Name◦ Known Brand Names◦ Convey functionality

Relevant and Popular Keywords◦ Likely to be associated with app◦ Use 3rd Party services like Sensor Tower

Clear Descriptions and Screenshots

Retention: Impact on Active Users

• Most of the users drop off during the first few days post download• D1 retention is key and has a large impact on all subsequent retention values• Apps have observed doubling of their user base by making small improvements to retention

Installs/Downloads – 1000 users

D1 – 500 users

D2 – 300 users

D3 – 210 users

D4 – 170 users

D5 – 150

D6 - 140

D7

Retention: Impact on Active Users

Poor Retention Good Retention

D0

D1

D2

D3....

Dn

Retention Building: First Time User Experience

Minimal Load Time◦ High drop offs b/w download and opening

Seamless Login◦ Simple◦ Quick

Tutorial◦ Guide the users through key features

Sample in first session◦ User should know what the app is about

Retention Building: PN Strategy

Frequency Relevant to your App◦ e.g. Messaging Apps can have very frequent PNs

Social Action based PNs have higher CTRs◦ Users respond more often to social notifications

Personalize◦ Refrain from sending the same PN to all users◦ Time the PNs based on player activity, location

Add Value◦ Location based offers◦ Expiry or deadline notification

*http://urbanairship.com/good-push-index

Retention Building: Aspirational Rewards

Loyalty Programs/ Subscriptions◦ Helps Build retention when options of switching are high◦ Proven mechanism of payer retention◦ Might be difficult to implement with IAPs

Achievements◦ Helps to define clear targets for retention◦ Useful on apps with inherent low long term retention◦ Social Profiles

Summary

Growth should be based on an Install and Retention Strategy

Installs can be sourced through multiple non-paid and inorganic sources

Spend on growth should be decided after exploring all options of user acquisition

Before investing on installs, ensure that major retentions issues are solved

Thank You