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Mobile Growth Handbook | Third Edition

04
01 E N GAGE ME N T
You’ve targeted, sent out campaigns, and brought users into
your app. Now it’s time to engage your users the right way.
IN TRODU C T I O N

02 05
A CQU ISIT I O N R E F E R R ALS
Are you targeting your users in the optimal way for your Learn how to best facilitate your most engaged users’
app? Find out with the words of our mobile experts. contributions to your mobile growth plan.

03 06
A CTIV A T I O N ATTR IBUTION
Start your users off on the right foot with our helpful tips Fingerprinting and cookie-based methods are limiting
for optimized onboarding. your view of your users. Learn how to expand this view.

Mobile Growth Handbook | Third Edition

2018

OVERVIEW

1

1.1 | Overview Mobile Growth Handbook | Third Edition

An Overview of 2018’s
Mobile Market
What’s New in 2018?

Consumer app store 2018 marks the ten-year anniversary for both Games account for 80% of total consumer
the Apple App Store and Android Market.1 App spend in app stores—however, non-gaming
spend will surpass $110
Annie predicts that consumer app store spend apps’ growth rate is currently out-pacing
billion in 2018, a YoY
will surpass $110 billion in 2018, a YoY growth games’ growth rate. 4
growth rate of 30%. rate of 30%.2
In a world with so many approaches
In fact, App Annie found that over 40 and learnings in the realm of mobile
countries generated $100 million each in app user acquisition, a closer look
store consumer spend across the Apple App is necessary.
Store and Google Play Store in 2017.3

|4 1
https://www.appannie.com/en/insights/market-data/predictions-app-economy-2018/
2
https://www.appannie.com/en/insights/market-data/2018-app-predictions-app-store-revenues-will-hit-new-heights/
3
https://www.appannie.com/en/insights/market-data/predictions-app-economy-2018/
4
https://www.appannie.com/en/insights/market-data/2018-app-predictions-app-store-revenues-will-hit-new-heights/

1.1 | Overview Mobile Growth Handbook | Third Edition

Rise in Predicted Mobile App Downloads

Downloads in the App Annie reports that China, India, and Brazil In addition, downloads in the Americas are
are the top markets to watch. China’s mobile predicted to nearly double to approximately 75
Americas are predicted
growth rate has significantly outpaced the rest billion downloads in 2021.2
to nearly double.
of the world’s, and is expected to continue to
do so. India and Brazil experienced 50% and
30% growth rates respectively in 2017.1

Statista predicts that annual mobile app
downloads in APAC will more than double,
rising to approximately 180 billion in 2021.

|5 1
https://www.appannie.com/en/insights/market-data/predictions-app-economy-2018/
2
https://www.statista.com/statistics/266488/forecast-of-mobile-app-downloads/

1.1 | Overview Mobile Growth Handbook | Third Edition

Average Time Spent Per Day with Mobile Internet
Among U.S. Adults, In-App vs. Mobile Web1

Media Time and In-App Time Spent
:27
The in-app share of U.S. mobile time has :26
:26
continued to increase, while time in the mobile
:26
web has maintained stagnant, according to
:25
data collected by eMarketer.1 Predictions
indicate in-app mobile experience will continue 2:43
2:35
to claim an ever-expanding part of this pie. 2:25
2:11
1:55

2015 2016 2017 2018 2019

In-app Mobile web

|6 1
https://www.emarketer.com/Article/eMarketer-Unveils-New-Estimates-Mobile-App-Usage/1015611

biznessapps.3 board in 2017—by up to 9% in developing to load. BiznessApps reports Future in Focus” Report.com/blog/mobile-marketing-trends/ 3 https://www.com/blog/mobile-marketing-trends/ |7 . and Think with Google found that this countries like Mexico.1 messages improved CTR by 14% and 1 https://www. by 2020.1. digital users are expecting smartphones with access to the Internet will a personalized UX. the number of adults who own In this day and age.biznessapps. by 2021. global spend will reach $1 trillion expanded around the world and across the to 53% if a page takes more than 3 seconds reinventing the world to make it mobile-first. comScore’s data indicates that. Research conducted by jump from its current rate of approximately Aberdeen shows that personalized email 50% to 80%.2 important than ever.pymnts.1 | Overview Mobile Growth Handbook | Third Edition Multi-Platform and Multi-Touch User Data According to comScore’s 2018 “Global Digital Mobile (page load) speed matters more than conversions by 10%. mobile audiences ever. Paying attention to rate skyrockets to 90% if loading time mobile—and multi-platform—users is more increases to five seconds. DoubleClick found that bounce rate rises that.com/news/mobile-commerce/2018/comscore-mobile-omnichannel-consumer-spending/ 2 https://www.

io/mobile-app-developers-are-suffering/ Popularity Rank |8 . As Alex Austin. It’s nowhere near 80/20.branch. 10th Pixable.1. let’s call it the App Store 99/0.01 rule. “App adoption and monetization are heavily . 1000th 0 0 200 400 600 800 1000 1 https://blog. says. 1st Perhaps the largest barrier to mobile app Relative Application to Most Popular App growth in 2018 is the power law in the App Store and the Google Play Store. In fact.branch.”1 Skype.2 | Barriers to Growth Mobile Growth Handbook | Third Edition Today’s Barriers to Mobile The Big Fish Run the Mobile Sea2 App Growth The Power Law 1 Facebook.5 skewed towards the top few apps. co-founder and CEO of Branch.io/mobile-app-developers-are-suffering/ 2 https://blog.

1. |9 .2 | Barriers to Growth Mobile Growth Handbook | Third Edition Other apps 15% of in-app time Unfortunately. it’s not just app adoption and Top 5 apps monetization that are 85% of in-app time skewed towards the top few apps. Time spent in apps also follows this power law.

1. Overall.com/how-many-apps-in-app-store-2000252 | 10 .1 million 3. the Apple App Store and Google Play Store is Apple introduced new standards to improve collectively estimated to be 5. the total the popularity of iPhone apps is declining. number of (and average quality of) apps in That’s not necessarily the case. In recent years. down. So. apps that copy other apps. while numbers are going in the App Store actually declined by 1 million. as though thereotically increasing. too. higher than ever. the quality of the apps in the store is That might seem like a bad sign.5 million From 2017 to 2018.lifewire.1 while removing old apps that are no longer 2008 2008 2018 2018 2009 2009 2017 2017 compatible with new versions of the iOS.6 million apps. the number of iPhone apps antivirus apps. and those that provide tools that aren’t needed on the iPhone like 1 https://www. the quality of the apps available in the store.2 | Barriers to Growth Mobile Growth Handbook | Third Edition The Explosive Growth of App Stores iOS Apps Android Apps 2.

product professionals.branch.1. and Apple for our attention. rendering it incredibly challenging to maintain unified | 11 1 https://blog. product The solution? Take advantage of the platforms. (Don’t worry— and developers do.1 nearly everything issues in the industry—it plagues nearly mobile marketers.) an undeniable battle between Facebook. user experiences and measurement across fragmentation is one of the most pressing each platform’s walled garden. Google.io/the-first-mobile-cross-platform-conference-recap-a-review-of-branchout-2017/ . continues to get relatively little airtime. There’s we’ll show you how it’s done. professionals. everything mobile marketers. and developers do—but it and build your own gardens.2 | Barriers to Growth Mobile Growth Handbook | Third Edition Fragmentation The Silent Threat to Mobile Growth Fragmentation plagues When it comes to user experience.

and that was that (at least for eCommerce companies). Attribution meant web attribution.2 | Barriers to Growth Mobile Growth Handbook | Third Edition Fragmentation on the Attribution End Attribution. like user Fragmentation can also wreak havoc on the pretty new. but—if you picked the right other side of the mobile growth coin— partner—it worked pretty well. cross-platform. 1 your links. Web attribution was | 12 1 https://blog. throw some query parameters on and multiple platforms. or another mobile it was enough to put a couple of trackers on marketing channel) across multiple channels your site.io/what-is-cross-platform-attribution-and-why-is-it-difficult-to-achieve/ . like user experience. iPhone.1. That all experience.branch. and call it a day. your customers were interacting with your brand (whether There was a time not too many years ago when through ads. Almost overnight. must be attribution. email. must be changed a decade ago with the launch of the cross-platform.

even though you downloaded the tools out there today. You open different session and on a different platform? channel instead of the Nextdoor website. this individual experience would appear begin networking with your neighbors. and one of whom clicked an ad. Finally. but get distracted for a With the benefit of a hypothetical bird’s-eye behavior. and you’re looking to get to clicked on. know your neighbors—you see a Facebook App app and signed up a few days afterward in a users are defined by Install ad for Nextdoor. you install the Nextdoor app and today.1. to be two people. the answer is clearly yes—at least in part. couple of days before remembering Nextdoor view. | 13 . and click it.2 | Barriers to Growth Mobile Growth Handbook | Third Edition Fragmentation on the Attribution End With most attribution Let’s imagine a scenario: You’ve just moved to Is this app install due to the Nextdoor ad you a new city or town. and searching for the app directly in the App However. with most attribution tools out there Store. one of whom downloaded the app.

in such a fast-paced and dynamic The following insights are based on data industry. Sometimes. Expedia. Slack. and where it’s headed. with our 2018 Mobile Growth Netflix. Discovery. Grindr. and Office Depot.1. Industry Report. fill in the gaps. you’ll get an in-depth look at mobile growth around the world today. there’s such emphasis on velocity that collected from 149 mobile experts from you’ll get an in-depth mobile professionals aren’t able to assess the such enterprise brands as A&E.3 | Industry Report Mobile Growth Handbook | Third Edition Branch’s 2018 Mobile Growth Industry Report Insights from Global Mobile Experts In the slides that follow. around the world today. | 14 . NBC. NPR. In the slides that follow. Bukalapak. Branch is here to Discover. look at mobile growth industry in its current state.

However. 0 <10k 10k-50k 50k-200k 200k-1m >1m 1 Branch’s 2018 Mobile Growth Industry Report. | 15 .72 It’s clear to us how critical mobile growth is to 4 4.58 4.1.11 4.18 to the average mobile professional out in the 3 industry today? 2 The data we collected reflects that larger apps are tending to place more priority on mobile than smaller apps. the fact remains 1 that all eyes are on mobile—every segment reported a priority rating of at least 4/5. How important is mobile growth to your team in 2018 4.3 | Industry Report Mobile Growth Handbook | Third Edition Importance of Mobile Growth by Business Size (MAUs)1 How Important is Mobile Growth in 2018? 5 Avg.28 app success in 2018… but how important is it 4.

53 mobile than smaller apps.1. and regardless of budget—mobile is an 0 <50k 50k-250k 250k-1m 1m-5m 5m-20m >20m ecosystem critical for success. 1 Clearly.16 4. for all companies—regardless of size.3 | Industry Report Mobile Growth Handbook | Third Edition Importance of Mobile Growth by Marketing Budget1 CONT: How Important is Mobile Growth in 2018? 5 Avg. How important is mobile growth to your team in 2018 4.60 4 4. all budget 2 segments report an average prioritization of at least 4/5.72 Just as larger apps place greater priority on 4. . | 16 1 Branch’s 2018 Mobile Growth Industry Report.00 marketing budgets also seem to place more 3 priority on mobile than apps with smaller marketing budgets—although again. apps with larger 4.71 4.

While smaller apps may rely more on cheaper or 30% scrappier measures of mobile growth and while the largest apps have budgets that 15% enable them to simultaneously concentrate on mobile growth and experiment in other areas. 1 Branch’s 2018 Mobile Growth Industry Report.3 | Industry Report Mobile Growth Handbook | Third Edition Percentage of Marketing Budgets Allocated to Mobile by Company Size1 Marketing Budget Allocation to Mobile 60% It’s no surprise that the percentage of marketing budgets allocated to mobile 45% fluctuates according to budget size. | 17 .1. 0 those in the middle each reported over 50% of <10k 10k-50k 50k-200k 200k-1m >1m funds dedicated to mobile.

0 Business & Utilities Gaming Social Networking eCommerce Lifestyle Entertainment Finance Sports Travel News & Media Education Medical Photo & Video | 18 1 Branch’s 2018 Mobile Growth Industry Report. In fact. the average 40% allocations for gaming apps and photo and video apps are over 3x and 4x the average 20% allocations for education apps and sports apps.1. according to data collected by Branch.3 | Industry Report Mobile Growth Handbook | Third Edition Percentage of Marketing Budgets Allocated to Mobile by Company Vertical1 Marketing Budget Allocation to Mobile 80% The allocation of enterprise apps’ marketing budgets to mobile endeavors also widely 60% fluctuates by industry vertical. .

4% Creating a better experience in your mobile app 51% Organic growth on mobile Mobile Marketing Team Priorities in 2018 47. some have turned to creating unified cross-platform 29. Clearly.4% Other | 19 1 Branch’s 2018 Mobile Growth Industry Report.1.9% Creating a unified experience between web and different apps on mobile experiences and optimizing mobile attribution and measurement.3 | Industry Report Mobile Growth Handbook | Third Edition 52.1 1. the majority of surveyed app experts 46.6% Getting more app installs When asked about specific mobile priorities for 2018. .4% Improving attribution and measurement on mobile mobile and on increasing app installs.3% Increasing conversion in your mobile app agreed that creating a better experience in their mobile apps was a top priority. 40.1% Exploring new mobile marketing acquisition channels however. approaches to achieving better mobile user experiences differ—while many have chosen to focus on organic growth on 35.

My co-workers. “Where are you focusing your mobile efforts in 2018?”.3 | Industry Report Mobile Growth Handbook | Third Edition Areas of Focus for Mobile Teams in 2018 For insight into the biggest areas of focus for mobile teams in 2018.”2 | 20 1 Branch’s 2018 Mobile Growth Industry Report.1 We’re excited to see the directions that mobile teams venture this year—as TD Bank’s Miguel Navarro. “We are only as strong as our networks. writes. check out the word cloud extrapolated from answers to the question. We have at least most of the answers. friends. and family know the answers I don’t.1. 2 Independently-submitted tip by Miguel Navarro. . VP & Mobile Product Manager (US) for TD Bank.

While smaller companies are concentrating on mastering . . One thing remains consistent among apps of all 0 sizes: every company. Organic Engagement & Re-engagement Conversion Paid Acquisition | 21 1 Branch’s 2018 Mobile Growth Industry Report.5 organic growth. is <10k 10k-50k 50k-200k 200k-1m >1m spending significant portions of time pursuing all areas of surveyed growth. regardless of size.3 | Industry Report Mobile Growth Handbook | Third Edition Allocation of Team Efforts by Company Size1 Allocation of Team Mobile Efforts 1 Let’s take a look at how teams allocate their efforts between the different stages of growth.000 MAUs) are looking towards . .25 optimizing paid acquisition measures.1.75 broken down by company size. larger companies (those with at least 200.

“Which mobile growth strategies is your team most excited to try in 2018?”.1. we created a word cloud using responses to the question. .3 | Industry Report Mobile Growth Handbook | Third Edition Innovative Growth Strategies in 2018 For a glimpse at innovative growth strategies.1 | 22 1 Branch’s 2018 Mobile Growth Industry Report.

1% Progressive Web Apps 18.2% Virtual Reality 4.1.3% Deep Linking Deep linking.7% Other | 23 1 Branch’s 2018 Mobile Growth Industry Report.1 21. .3 | Industry Report Mobile Growth Handbook | Third Edition Game-changing Mobile Technologies 27.8% Augmented Reality 6.9% Instant Apps surveyed mobile professionals believe will have the biggest impact on mobile teams this year. and Progressive Web Apps led the charge of technologies that 21. Instant Apps. according to collected data.

as is offering consistent cross-platform Handbook for everyone. and we’ll show you an exclusive peek into some of today’s leading mobile-first companies.4 | Preview Mobile Growth Handbook | Third Edition 2018 Mobile Growth Handbook Contents A Peek Inside the Handbook Share the Handbook with friends Finding opportunities to subvert the app tricks to attribution must-haves. With everything from acquisition tips to referral | 24 . we’ll take down the scaffolds in front of each pillar of mobile growth in 2018.1. user experiences and attribution. there’s adoption and in-app engagement power laws is something in the 2018 Mobile Growth Spread the word a must. In this Handbook.

4 | Preview Mobile Growth Handbook | Third Edition 2018 Abridged Contributors Daniel Alvarez Ajay Arora Julie Ask Sigal Bareket Carrie Buonaccorsi Effi Fuks-Leichtag Emily Grossman THE HUFFINGTON POST NETFLIX FORRESTER LYFT PANDORA YELP SKYSCANNER Tara Hughes Esther Hwang James Meeks Jeff Morris Patricia Morizio Michelle Parsons Ankur Prasad TURNER POSHMARK EBAY TINDER VERIZON SPOTIFY AMAZON Toby Roessingh Jazz Singh Zoe Soon Haseeb Tariq Everette Taylor Jules Walter Henry Yan FACEBOOK NFL MEDIA BUSINESS INSIDER GUESS POPSOCIAL SLACK LINKEDIN | 25 .1.

5 | Submission Details Mobile Growth Handbook | Third Edition Want to contribute next year? Contribute to the 2019 Mobile Growth Handbook We’d love to hear from you! Please fill out the quick form linked below to express interest in contributing to next year’s Mobile Growth Handbook. We look forward to being in touch! Submit here | 26 .1.

Mobile Growth Handbook | Third Edition 2018 ACQUISITION 2 .

App Annie predicts 45% growth in annual mobile app downloads by 2022 (to 258 billion). and a 92% increase in annual consumer app store spend by 2022 (to $157 billion). and 2018 will see 205 billion connected mobile devices generating 178 India’s annual app download rate is projected downloads and $106 billion app downloads and $81 billion to skyrocket from 12.1 spend. Mobile Growth Handbook | Third Edition What’s Changed? 2018’s Innovations in Mobile User Acquisition Mobile app installs and consumer spend are rapidly increasing. App Annie predicts that App Annie’s 2017-2022 App Economy China’s annual app download rate is expected Forecast reports that 2017 saw nearly 4 billion to jump from 79 billion to 120 billion.1 billion in 2017 to 37.appannie.1 billion in 2022.2 billion in consumer in consumer spend.com/en/insights/market-data/app-annie-2017-2022-forecast/ .1 | 28 1 https://www. In fact.

Phase 1 The next phase is expansion. the stakes for mastering the types of apps they want. and therefore acquisition today couldn’t be higher experiment far less (resulting in a steeply —but let’s back up.2. however. It’s not all bad news users download your app instead in this stage. despite a maintained best strategies to ensure experimenting high download count). preferred apps—particularly within apps that have mastered the art of monetization. Finally. users reach maturation. What are the Volume declined growth rate. though—engagement and of another app? Time | 29 . Phase 3 Maturation First-time smartphone owners land in the conversion rates rise steadily within users’ experimentation phase—they drive a surge of favorite apps. mobile app downloads as they concentrate on which is characterized by a continual increase Phase 2 Expansion discovering apps that eventually become their in engagement with and conversion within regulars and favorites.1 | Acquisition Mobile Growth Handbook | Third Edition An Apps Market’s Path to Maturity It’s important to consider these numbers in the proper context. which Experimentation encompasses users who already understand Suffice it to say.

1 24. a majority 32. .4% Apple Search Ads When asked which paid channels they’re using to acquire new users in 2018.8% Sending users to the app from other properties Top Channels for Mobile User Acquisition 39.8% Referral program and in app sharing to be Facebook App Installs.2.1 | Acquisition Mobile Growth Handbook | Third Edition 62.2% Events 22% Partnerships with other apps 6.1% Other | 30 1 Branch’s 2018 Mobile Growth Industry Report. and routing users from other channels to in-app 28.1% Facebook App Installs 59. Google UACs.8% Mobile influencers content.1% Google Universal Ads Campaign (UAC) 50.6% Other Paid Installs Network of professionals surveyed for Branch’s Mobile Growth Industry Report reported top channels 31.

Store and Google Play In addition. Gmail. whom want to keep users in their own apps— even when they’re interacting with your web pages. getting noticed by own game. ever. Snapchat. organic users in the App Store is tougher than ever. Twitter. in-app browsers are used to complicated the mobile hemisphere becomes. Mobile Growth Handbook | Third Edition Breakdown of Organic Acquisition Channels Challenges with Existing Organic User Acquisition Models Getting noticed by Due to that pesky power law. Mobile growth experts have had to get creative to beat these walled gardens at their | 31 . and to optimize flow from these organic users in the App Store and Google Play apps into their own platforms. construct walled gardens within apps like the more difficult it becomes to reliably track Facebook. everyone knows that the more Store is tougher than Furthermore. all of organic user acquisition metrics.

9 expert’s mind. 30 While organic growth matters most for today’s 25.2.2 smallest apps and least for today’s largest 20 24. it’s on every mobile growth 19.8 apps.2 | Organic Acquisition Mobile Growth Handbook | Third Edition Point Allocation to Organic Growth by Company Size1 Mobile Growth Priorities: Organic Growth 40 Looking at allocation patterns for Organic Growth paints an unmistakable picture. 15.9 10 0 <10k 10k-50k 50k-200k 200k-1m >1m 1 Branch’s 2018 Mobile Growth Industry Report. | 32 .1 17.

It’s remarkable how few people in the mobile world truly understand the diversity in mobile devices. Forcing users who change from one OS to another to relearn how to use your app is the best way to lose them.2.” | 33 . and OS adoption. screens.2 | Organic Acquisition Mobile Growth Handbook | Third Edition Titus Capilnean COMMUNICATIONS & MARKETING MANAGER “Make sure apps have the same functionalities across Android & iOS.

Give users a reason to market organically for your mobile app.2.” | 34 .2 | Organic Acquisition Mobile Growth Handbook | Third Edition Jeanette Suh PREVIOUSLY PRODUCT MANAGER “You need to decrease your dependency on external factors like marketing budgets. and really dig deep into intent.

2 | Organic Acquisition Mobile Growth Handbook | Third Edition The Content Matrix Awareness Purchase Content Emotional It’s critical to Content marketing costs 62% less than Viral Content Games About Us Customer Reviews traditional marketing. entertaining.1 formally define the role To begin. | 35 1 https://medium. Distilled has prepared the below Entertain Persuade of each piece of content content matrix. so you Educate Convert can actively optimize for conversion and ROI Guides Trend Customer Pricing while you’re writing and subsequently Reports Reviews Rational distributing it. or converting. It’s critical to Direct Webinars Demos Product formally define the role of each piece of Ads Pages content you create prior to creating it. yet it brings 3x leads.com/@skippernico/the-3-reasons-to-focus-on-content-marketing-15fbd3961394 . Ads Endorsements creating it.2. which breaks types of content Brand Events Celebrity you create prior to down by purpose: educating. persuading.

2.2 | Organic Acquisition Mobile Growth Handbook | Third Edition Seth Bindernagel SENIOR DIRECTOR OF GROWTH MARKETING “Show people content they want to see. It doesn’t always make sense to go straight to the call to action—especially in a highly competitive auction environment like Facebook. and retarget them later.” | 36 .

users click and share content because the content triggers an emotion of some sort. and fear drive more clicks. Generally. Certain emotions are more likely to inspire certain user behaviors than others—that is. while negative emotions like anger.2. happier emotions like joy and high-arousing emotions like surprise elicit more shares. disgust.2 | Organic Acquisition Mobile Growth Handbook | Third Edition Joy Anger More Shares More Clicks Classify content according to emotion. | 37 .

Emotion is far from the only psychological factor that influences the performance of a given piece of content. Ego has also been shown to influence the frequency with which users share content across social platforms. and can inspire and influence Top . | 38 . Posts of this nature Low High also typically inspire greater participation from viewers.2 | Organic Acquisition Mobile Growth Handbook | Third Edition Example: Your Vocabulary Ranks in the 99th Percentile! Leverage the ego of your audience.51 additional comments and shares as a result. Consider the below post sharing results of a vocabulary quiz that places the user in the top .2.51% of respondents.

Our brand and growth teams were running disconnected messages in advertising and marketing.” | 39 .2 | Organic Acquisition Mobile Growth Handbook | Third Edition Sigal Bareket SENIOR DIRECTOR OF GROWTH MARKETING “I definitely recommend connecting the dots between your different creative teams. we found the right message. By uniting our designers. CPL decreased by 31% and conversion rate increased by 6%.2.

and test it against low-quality content that appears user-generated—every time. the low-quality content won.2. We’d shoot with models and high-quality cameras.” | 40 .2 | Organic Acquisition Mobile Growth Handbook | Third Edition Esther Hwang DIRECTOR OF GROWTH “Paid should always blend with organic content.

com As we all know.2 | Organic Acquisition Mobile Growth Handbook | Third Edition Page 1 Page 2.2. there’s a science behind every The Boss Baby Go single Google search.com google. from Google’s content to AMP content Maybe Google’s Google’s organic to organic content—notice the extremely content content content Actual limited space for truly organic content. Below is a slide showing the content breakdown of Google search The Boss Baby 2017 • Comedy/Animation results..com google. organic content AMP content Maybe (Also Google) organic Google’s content content | 41 ..com google. Page 3 SEO google.

60% of all traffic from content-driven acquisition can be difficult.2 | Organic Acquisition Mobile Growth Handbook | Third Edition Why is an SEO mindset important? 93% of online Did you know that 93% of online experiences people use web search in order to research begin with search1. the potential benefits of a day—a rate made all the more important to well-executed SEO strategy can’t be consider thanks to the finding that 78% of overemphasized. experiences begin never scroll past the first page of Google search But here’s the problem: according to Search with search. In a world in which SEO leads maintain an impressive close rate of 14. Google (compared to an outbound lead close rate displays over 3. search results. results2? Getting the chance to drive organic Engine Journal’s Eric Siu.5 billion search results per of only 1. | 42 1 https://www. but that 75% of users products and services prior to purchase.com/en/insights/market-data/predictions-app-economy-2018/ 2 https://www.appannie.6% According to SEO expert Neil Patel.2.appannie.com/en/insights/market-data/2018-app-predictions-app-store-revenues-will-hit-new-heights/ .7%). not web searches goes to the first three organic to mention time-consuming.

1 Are pages and blog posts formatted with Have you optimized your page with a headings and bolded sections? Call to Action? Do your images have keywords in ALT tags? Are you using internal and external links in your content? | 43 1 https://neilpatel. we suggest turning to Neil Patel’s trusty Is your URL structure optimized for Are your URLs short and simple. almost every Do all your website’s pages have SEO meta element of a blog post or landing page can titles and descriptions? be optimized to maximize the audience it can Is each page optimized for SEO keywords? bring to your website.2 | Organic Acquisition Mobile Growth Handbook | Third Edition Audit your app’s web SEO performance. To execute this SEO audit. From header tags to backlinks.com/blog/10-advanced-seo-techniques-thatll-double-your-search-traffic/#seolander . included to the right.2. or search engines? complicated and convoluted? checklist.

” Covi marketers don’t just focus on leveraging writes. should match what the Ultimate SEO Checklist for Content Marketers.com/seo-checklist . and keywords to optimize demand-driven approach should match what the user is content efforts.” most successful SEO professionals are | 44 1 https://insights.newscred.1 user is looking to do on “Your content should not only align to topics your site. and approach and intent-driven content in NewsCred’s 2018 presentation processes. format.2. NewsCred’s Matthew Covi draws an going one step further. “The content angle. The content angle. The most successful SEO-driven content that are of interest to your customer. although this is (of course) a looking to do on your site and what actions key component of SEO optimization. Today’s they are looking to take.2 | Organic Acquisition Mobile Growth Handbook | Third Edition SEO-optimized content should be both demand-driven and intent-driven. ultimately factoring the important distinction between demand-driven searcher’s intent into the content creation and format.

2. Adding more languages to the app and app stores’ metadata have increased our retention rate by 7% and our acquisition numbers by 25%.” | 45 .2 | Organic Acquisition Mobile Growth Handbook | Third Edition Andrew Frost CEO “Never underestimate the power of localization.

com/2018/01/using-page-speed-in-mobile-search. mobile web traffic has Check out this handy guide by Moz for help.statista. According to Statista. Only good things can come TIP! mobile SEO.3 improve mobile SEO. but there are also a number of measures you can take to specifically improve mobile SEO. 1 mobile website’s page speed.2.com/statistics/277125/share-of-website-traffic-coming-from-mobile-devices/ 2 https://yoast.2 | Organic Acquisition Mobile Growth Handbook | Third Edition 1 Before anything else. Desktop SEO tactics usually also from minimizing the page speed of your mobile website.googleblog.html .2 | 46 1 https://www. It’s important to distinguish that there’s a Beginning in July 2018. steadily risen from less than 30% of web traffic in Q1 of 2015 to over 50% of annual web traffic 2 It’s critical that you optimize your in 2017. if you’d like.com/mobile-seo-ultimate-guide/ 3 https://webmasters. page-speed will be a ranking factor notable difference between desktop SEO and for mobile Google searches. make sure Mobile SEO your website is mobile-optimized.

2.” | 47 .2 | Organic Acquisition Mobile Growth Handbook | Third Edition Mada Seghete CO-FOUNDER “Unlike searches on the App Store. searches on the web are based on intent. you can use smart banners with deep linking to transition them directly to the content they want to see in the app. If you create web content that is optimized for mobile and can get users to it.

2 | Organic Acquisition Mobile Growth Handbook | Third Edition Amanda Goetz VICE PRESIDENT OF BRAND & PRODUCT MARKETING “For better or worse.” | 48 .2. mobile users are conditioned to go to Google to ask a question—it’s our job to remind them that those answers and many other useful features are waiting in the app.

S. Even if and optimizing a sustainable ASO strategy is a you have an unlimited ASA budget. but the reality is—when free U. Developing make or break a mobile app’s longevity.com/How-many-downloads-per-day-does-one-need-to-be-a-Top-10-free-iPhone-app . | 49 1 https://www. in last year’s Mobile App Analytics of growth for your mobile app (more on that Report. it will must for mobile apps in 2018. AppTweak reported that the Top 10 iPhone apps receive later in this section!).S.2 | Organic Acquisition Mobile Growth Handbook | Third Edition ASO (App Store Optimization) The top 5 free U.000 over 150. by that.000 daily it comes to the app stores.000.S. sustainable (and daily downloads. downloads.quora.2.1 behoove you to optimize organic app store paths to your app. we mean organic) download streams iPhone apps receive over 150. while the top 5 free U. iPhone apps receive over 80. Apple Search Ads can be a successful source In fact.

Your traffic to your mobile app’s App Store listing won’t mean anything if it doesn’t match your user’s intent.” | 50 .2.2 | Organic Acquisition Mobile Growth Handbook | Third Edition Emily Grossman PRODUCT MARKETER & APP STRATEGIST “ASO is really a Product and Marketing joint venture—you have to have both data and an understanding of user intent.

It should not take more than 5-8 seconds for consumers to understand your consumer-facing app when faced with it in the App Store.2 | Organic Acquisition Mobile Growth Handbook | Third Edition Smit Thakkar PRODUCT MANAGER “Don’t make the purpose of your app too complex to understand.2.” | 51 .

2 | Organic Acquisition Mobile Growth Handbook | Third Edition Lidia Shong PREVIOUSLY SENIOR PRODUCT MARKETING MANAGER “A strong SEO strategy doesn’t necessarily translate into a strong ASO strategy.2.” | 52 .

1 Finally.com/2018/01/using-page-speed-in-mobile-search. For example.googleblog. it’s critical to strategically TIP! implement keywords everywhere you can.html .2. Helpful tools like Ubersuggest can help generate keywords. why not implement “content & ideally positioned for your use are almost social media calendar”? certainly few and far between. | 53 1 https://www. it’s important to identify You can maximize the effect your keywords keywords that are ripe for implementation.com/statistics/277125/share-of-website-traffic-coming-from-mobile-devices/ 2 https://yoast. rather than “social media” high-volume—but keywords that are this and “content”.2 | Organic Acquisition Mobile Growth Handbook | Third Edition 1 Research keywords and keyword combinations wisely.com/mobile-seo-ultimate-guide/ 3 https://webmasters. First thing’s first. have by combining them in a high-volume The ideal keywords are low-competition and string.statista.

2.2 | Organic Acquisition Mobile Growth Handbook | Third Edition Olivier Voute DIRECTOR OF PRODUCT MARKETING “We have a scraper that takes all app store reviews and translates them into English.” | 54 . Anyone that works on the app has direct access to what our customers are saying and how we can improve our app.

2 | Organic Acquisition Mobile Growth Handbook | Third Edition Puneet Lath PRODUCT AND SUCCESS LEAD “Only ask people to review your app when they’re happy.” | 55 . When are they happy? That’s your job to figure out.2.

com/blog/app-store-optimization-tips/ TIP! .1 For instance. using the keyword “PyeongChang” leading up to and during the Winter 2018 Olympics in PyeongChang | 56 1 https://www. Always think ahead—which high-volume would’ve likely enhanced app exposure.2.2 | Organic Acquisition Mobile Growth Handbook | Third Edition 2 Treat time-sensitive app store keywords like arbitrage opportunities. keywords are coming down the pike? which of course likely would’ve increased app downloads.meatti.

2. Make the most out of graphic features to increase conversion rate during those specific seasons. Mother’s Day. and Valentine’s Day.2 | Organic Acquisition Mobile Growth Handbook | Third Edition Mônica Lima MOBILE GROWTH SPECIALIST “If you’re considering optimizing for seasonalities like Black Friday. ” | 57 . optimize in advance and be well-ranked when the time comes.

and increased our PPV to install from 30% to 86%.2 | Organic Acquisition Mobile Growth Handbook | Third Edition Hannah Parvaz HEAD OF MARKETING “We ran comprehension paper tests on our App Store listing and iterated before moving forward.2. We went from 10% comprehension to over 90% throughout the course of this experiment. Never underestimate how little people understand about your product.” | 58 .

graphics.” | 59 .2.2 | Organic Acquisition Mobile Growth Handbook | Third Edition Brian Buser SENIOR MOBILE MARKETING MANAGER “Don’t let your web landing pages have all the fun in testing. and screenshots. Think of your app store listing like a web landing page and get into the habit of continuously testing the elements of the page such as messaging.

1 | 60 1 https://branch. and that percentage is only climbing.2 | Organic Acquisition Mobile Growth Handbook | Third Edition Email Over 70% of emails are For many companies (across industries. relevant email campaign can play that percentage is in coaxing users down the mobile user only climbing. acquisition funnel can’t be understated. and compelling. the role a opened on mobile. Branch has found that over 70% of emails are opened on mobile. but particularly in eCommerce).2.io/email/ .

2 | Organic Acquisition Mobile Growth Handbook | Third Edition Zoe Soon GENERAL MANAGER OF APPS & EMAIL “There is a reason why I manage both apps and email.” | 61 . They are both at the base of engaging users and readers.2.

keep subject lines short and sweet. create a sense of urgency. It’s probably not a secret that a resonant spam-associated words like “free” or “special subject line can make or break an email offer”. On mobile.2 | Organic Acquisition Mobile Growth Handbook | Third Edition 1 It’s all in the subject line. on mobile.2. given the significantly shorter time funny. TIP! To perform especially well on mobile. stay away from | 62 1 https://digitalux. or surprising headlines—as long as users spend deciding whether to open an email they’re not off-brand. subject lines should avoid click-bait. Bonus points for clever.co/blog/email-marketing-strategies/ . landscape. and be kept campaign—this is especially true in the mobile short and sweet.

Like subject lines.1 the value prop that convinced each user to sign up for your emails in the first place. click rates on mobile.co/blog/email-marketing-strategies/ TIP! . the better.2.2 | Organic Acquisition Mobile Growth Handbook | Third Edition 2 Personalized emails are all the rage. Personalization is most recency of purchase or even email open rate) reliably implemented based on previous user info is available to segment through an ESP (or behavior—the more you can align content with email service provider). | 63 1 https://digitalux. the degree to which an email Looking for ways to start? Often demographic is personalized can drastically affect open and information and user behavior (for instance.

Want to buy a ticket?’ That’s a no-brainer.” | 64 . It’s all in the targeting—one of my favorite email campaigns has been the displaced fan campaign. the Cubs are coming to town later this week.2 | Organic Acquisition Mobile Growth Handbook | Third Edition Josh Frost PREVIOUSLY VICE PRESIDENT OF PRODUCT DEVELOPMENT “A targeted. ‘Hey. thought-out email can work wonders.2. Say I’m a Cubs fan who lives in New York and I get an email saying.

With the stakes of getting email marketing right remember that a font size that’s too small only increasing.com/blog/best-practices-for-email-marketing-on-mobile-devices/ . When optimizing email campaigns for mobile.2 | Organic Acquisition Mobile Growth Handbook | Third Edition 3 Scale up font size.1 too large (both in terms of dimensions and in terms of file size) can trigger long wait times that encourage users to bounce rather than TIP! read and click. it’s essential to avoid giving can drastically dampen the performance of your users any concrete reason to bounce. | 65 1 http://www. an email campaign. and scale down image size.mailigen.2. just as images that are or—even worse—unsubscribe.

2.2 | Organic Acquisition Mobile Growth Handbook | Third Edition

Partnerships

Partnerships can help Partnership marketing encompasses marketing In the mobile sphere, partnerships can involve
strategies that involve collaboration between collaboration on co-marketing resources like
brands build new
two brands or more to help each other achieve content or events, app-to-app experiences,
audiences.
individual or collective objectives. and more.1

When there’s a shared goal between two or
more brands, partnerships can help brands
build new audiences, and gain the exposure to
give brands the edge over competitors.

| 66 1
https://blog.hubspot.com/blog/tabid/6307/bid/34188/what-in-the-heck-is-co-marketing.aspx

2.2 | Organic Acquisition Mobile Growth Handbook | Third Edition

Everette Taylor
CEO

“Make sure your partnerships are on-brand. Run contests and other
marketing campaigns that actually appeal to your target audience.”

| 67

2.2 | Organic Acquisition Mobile Growth Handbook | Third Edition

2 Implement deep linking to make app-to-app
partnerships a success.
Yummly, a personalized food and recipe This, unsurprisingly, had tremendously
discovery app, was looking for innovative positive effects—a 35% boost in one-week
ways to create a delightful experience for its retention, a 28% leap in items added to
users. By using deep links in a partnership shopping lists, and approximately 10% of U.S.
with one-hour grocery delivery service customers taking advantage of the app-to-app
Instacart, Yummly began to offer a seamless partnership.1 You can learn how Yummly
integration that allowed users to instantly implemented app-to-app deep

TIP!
order recipe ingredients from Instacart. linking by clicking here.

| 68

2.2 | Organic Acquisition Mobile Growth Handbook | Third Edition

Michael Curtes
PRODUCT DIRECTOR

“Be on the lookout for partnerships that will pay off without a ton of work.
We partnered with Google for the launch of their mobile event cards, and it
was largely a matter of re-purposing content we already had.”

| 69

2.2 | Organic Acquisition Mobile Growth Handbook | Third Edition

Michael Rodriguez
VICE PRESIDENT OF CONSUMER MOBILE PRODUCTS

“It’s hard to deliver value that inspires a download when phones are shipped with
an already-installed competitor, but partnerships have been critical to growth at
scale. Organic growth can only get you so far.”

| 70

2.2 | Organic Acquisition Mobile Growth Handbook | Third Edition

3 Cross-channel, cross-platform measurement
is a must for partner marketing.
Consumer journeys now flow back and forth For partners, this means more revenue and cross-platform campaigns and
across the mobile web and native app better data for optimization. Partner marketers programs in the future. Click here
platforms, and your partner marketing tracking can demonstrate the full value of channels to learn how to measure partner
needs to reflect that. Cross-channel, cross- and platforms, and can rightfully gain credit marketing in action.
platform measurement ensures that you can for purchases that might erroneously be
identify and pay commission on every relevant measured as organic conversions.
sale, not just those that occur on one device. They can also access higher-quality

TIP!
customer insights that will power
more effective cross-channel and

| 71

bad news about press up press about product releases and updates coverage in 2018.2 | Organic Acquisition Mobile Growth Handbook | Third Edition Press Coverage There’s good news and There’s good news and bad news about press but also develops brand awareness coverage in 2018: there are more ways to drum and word-of-mouth.2. than ever before. | 72 . high-traffic press coverage not only triggers significant waves of app downloads. Credible. but there’s also more noise than ever before.

2. contact info. Before you set out to take the press world by A press kit is only as good as its distribution. screenshots.2 | Organic Acquisition Mobile Growth Handbook | Third Edition 2 Perfect your mobile app’s 3 Create a place on your app’s press kit. video. Your press kit won’t be fully optimized without each of the following components: brand logo. not be on your press list. you need to make sure your press kit so it is essential to ensure your press kit is represents your brand in a streamlined yet available to members of the press who may useful and memorable way. storm. website for this press kit. TIP! app icon. and social accounts. app description. | 73 .

| 74 1 https://www. but also getting a hangover!” is not a story—it’s an as a market. (unless said journalist happens to be heading to Vegas for a bachelor party). Just as you tailor your message advertisement. you need to customize your story to As such. it’s not interesting to a journalist appeal to each publication to which you pitch. “My hangover-prevention pill keeps you from Think of the press as your audience. to reach different segments of your customer base.com/article/228361 . middle and end.2 | Organic Acquisition Mobile Growth Handbook | Third Edition 1 4 Weave a narrative into your press materials.2. Stories have a TIP! beginning. They have a personal element.entrepreneur. They have tension.

“When we pitch a bleak rate of unemployment?”1 story to a publication.2.2 | Organic Acquisition Mobile Growth Handbook | Third Edition 5 Make press materials timely and relevant to your target audience. ‘Why this? Why now?’ Help us answer those questions. a new headhunting company probably isn’t worthy of a story. Diana Spechler & Jim O’Grady a headhunting company that works only with advise stressing the relevance and urgency people who have been laid off. But what if it’s | 75 1 https://www.entrepreneur. the editor always wants to know. inspired by the behind your press story.com/article/228361 . For Entrepreneur. TIP! “In other words.

2. why you built this product. Everyone. from your users to news outlets.2 | Organic Acquisition Mobile Growth Handbook | Third Edition Brendan Quinn MOBILE PRODUCT MANAGER “When launching a new product or feature. They want to know where you came from. and why you are there to make a difference.” | 76 . you need to be adroit at telling a good story. doesn’t want to hear another standard product launch pitch.

The success of mobile-only social success of social media networks like Snapchat have triggered a rapid posts.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/ . increase in time spent on mobile devices. can augment the trajectory.2 | Organic Acquisition Mobile Growth Handbook | Third Edition Social Media Fully leveraging viral Social media is undoubtedly an important piece but there’s lots more you can do to truly of the mobile app marketing puzzle on account optimize the performance of your brand’s aspects of social media of both its public-facing nature and its adoption social media posts.1 Clearly. as reported by SmartInsights.smartinsights. fully leveraging viral aspects of social media (such as emojis and hashtags) can augment the success of social media posts… | 77 1 https://www.2.

2 | Organic Acquisition Mobile Growth Handbook | Third Edition 1 Engage social users with compelling stories. compelling stories. | 78 TIP! .2. Social media rewards storytellers kindly. is viral is relatable. social platforms like LinkedIn and Facebook Time and time have again. Time and time again. and what is most relatable is a good story.and LinkedIn andFacebook what is most haverelatable shown that is a what good story.shown socialthat platforms what islike viral is relatable.

Over half of the social posts by such brands as Qatar.2. and BMW are posts that have originated from user generated content.2 | Organic Acquisition Mobile Growth Handbook | Third Edition 2 Leverage user-generated content. Red Bull. Big brands have seen heightened user engagement on social when featuring user generated content. | 79 TIP! .

1 TIP! with a like. or something else.lithium.2 | Organic Acquisition Mobile Growth Handbook | Third Edition 3 Treat social media activity as the two-way street it is. These brands must realize that.com/company/news-room/press-releases/2013/consumers-will-punish-brands-that-fail-to-respond-on-twitter-quickly . users creating a fool-proof response plan for such are expecting their relevant tweets to be heard social media activity has never been and. response or acknowledgment within the hour. an apology. | 80 1 https://www. Mobile brands that treat Facebook and Particularly given Lithium Technologies’ Twitter solely as a way to communicate to finding that a startling 78% of users who their users are missing a huge (and potentially complain about companies on Twitter expect a devastating) opportunity for mobile growth. in 2018.2. acknowledged—whether more important. in some cases.

branch. Data reported by Branch shows that branded links can double the number of click conversions when compared to links with unbranded domains.2 | Organic Acquisition Mobile Growth Handbook | Third Edition 4 Brand social media links to optimize social media engagement.1 | 81 1 https://blog. Links that match your brand matter.io/how-marketers-can-deep-link-from-social-media/ TIP! .2.

Facebook’s ever-developing newsfeed algorithm has a new focus at its front: video.com/blog/best-practices-for-organic-social-media-growth . Aside from findings reported by Swift that Facebook prioritizes video content in its latest iteration of its algorithm.2 | Organic Acquisition Mobile Growth Handbook | Third Edition 5 Prioritize video and live video on social media.2.1 | 82 1 http://www. videos on Facebook and other social networking sites like Twitter and Instagram garner far more engagement TIP! and attention than other forms of visual social assets.swiftlocalsolutions.

They’re also an excellent opportunity to feature content and events pertaining to your app. | 83 TIP! . Twitter Chats can connect you with users and potential users who should be aware of your app.2 | Organic Acquisition Mobile Growth Handbook | Third Edition 6 Consider implementing a Twitter Chat into your social media strategy.2. Promoting these chats among prospective app users could be a recipe for enhanced acquisition success.

2. Warm tones (red/yellow) with high contrast draw up to 21% more engagement and 45% more comments than cool tones.2 | Organic Acquisition Mobile Growth Handbook | Third Edition 1 7 Remember that not all photo filters are created equal. | 84 TIP! . Artificially aged photos and high saturation photos generally perform worst.

Maximize organic measures before you dip into paid measures.2 | Organic Acquisition Mobile Growth Handbook | Third Edition Jon Hudson VICE PRESIDENT OF CUSTOMER SOLUTIONS & INNOVATION “Make small tweaks around your website and your ads—around the assets you have—to introduce your app.2.” | 85 .

following insights in mind. who believe paid acquisition is not worth Mob. investigating are disadvantaging themselves to understand the value you’re getting from and their apps. duplicated professionals choose to prioritize paid data. The reality is that paid mobile any organic channel. and wasted marketing spend. budgeted mobile professionals acquisition over organic acquisition. grow. In addition. While it may be true that paid is consistent. Reach balancing procedure with product is difficult. and refine mobile strategies. very con. Mobile Growth Handbook | Third Edition Breakdown of Paid Acquisition Channels Challenges with Existing Paid Acquisition Models These days. | 86 .” If you optimize your paid acquisition strategies in 2018’s complex mobile world? necessary endeavor—not only to gain a strategey. but paid is very. co-founder Billy Shipp says. “It’s hard and generally costly. So. it There are a number of reasons why mobile can also lead to SDK congestion. learn. how can you optimize paid acquisition user acquisition in 2018 is an expensive but sistent. Inc. but also to at a dependable volume. you may acquire high-quality users The answer is carefully—and with the continuous stream of app users.

3 | Paid Acquisition Mobile Growth Handbook | Third Edition Point Allocation to Paid Acquisition by Company Size1 Mobile Growth Priorities: Paid Acquisition 40 When experts surveyed for the Mobile Growth 35 Industry Report were given one hundred points 30 31.2. experts at 17. It’s clear. Organic Growth. Conversion.11 to allocate to different areas of growth (Paid 28 27. however.88 larger apps unsurprisingly tended to assign 10 more points to paid acquisition than experts at smaller apps. . and 20 Engagement and Re-Engagement).78 Acquisition. | 87 1 Branch’s 2018 Mobile Growth Industry Report. that experts at 0 today’s largest mobile apps are looking beyond <10k 10k-50k 50k-200k 200k-1m >1m paid acquisition for sustained mobile growth.

2. one of your most powerful marketing tools can be your product. However.3 | Paid Acquisition Mobile Growth Handbook | Third Edition Alan Nowogrodski FOUNDER “The line between Product and Marketing can feel rigid.” | 88 .

3 | Paid Acquisition Mobile Growth Handbook | Third Edition Social Media Social media platforms The mobile ecosystem is fragmented. are doing everything Twitter are doing everything they can to build they can to build walls walls around their ecosystems. and mediums. even when around their you’re optimizing organic social performance ecosystems.2. and shelling out a significant portion of your hard-earned paid acquisition budget. You can promote and promote and promote your social campaigns all quarter. but linking users across the various OS’s. devices. | 89 . and platforms—and into your app— social media platforms like Facebook and is incredibly difficult and complex.

Your CTA button for a Facebook app install Wishpond.com/post/74181758776/7-facebook-ad-call-to-action-cta-tips-techniques 2 https://blog. your ads and your audience. or “Download”. it may be the most important part ad should be very straightforward.2. “Play Game”.io/how-to-build-effective-facebook-ads-for-mobile-app-installs-in-2018-guide-user-acquisition-campaign-management/ .wishpond. TIP! Even with a CTA button. but good a couple of them to see what works best for options are usually “Install Now”.2 “Use App”.3 | Paid Acquisition Mobile Growth Handbook | Third Edition 1 Seal the deal with a winning call to action (CTA). according to | 90 1 https://blog. so make sure you test ideal user behavior you’ve envisioned. Your best of your ad entirely!1 There are a few techniques choice for a CTA button will depend on the for creating a killer CTA. you should include a CTA in your ad copy—in fact.branch.

Test out a few 2 Play to the emotions of your audience. For example. Free.3 | Paid Acquisition Mobile Growth Handbook | Third Edition To make 1 sure you’re optimizing CTAs. You can use anything from a timing audience’s attention. Hubspot and advertise the benefits of your app or thinking. For example. Instead.1 viewer of your ad—this will drive them to take thing. offer a solution to get the attention of your audience are You/ to their problem.branch. Using negative words can grasp your TIP! action. check out this helpful list of best practices: 1 Avoid product-heavy selling. and New. tired of losing your keys?” Then.” | 91 1 https://blog. Now. or love in the 4 Being negative can actually be a positive your app. you could ask.2. something constraint (only 10 minutes left!) to an offered along the lines of: “Your current food delivery charitable donation for every app install. 3 Ask your audience a question to get them 5 Not all words are created equal. app is letting you down. Your. “Are you Hootsuite’s AdEspresso found the best words app-based service. combinations and see what works best for Instill a sense of urgency.io/how-to-build-effective-facebook-ads-for-mobile-app-installs-in-2018-guide-user-acquisition-campaign-management/ . fear.

The content was shared thousands of times per spot. bite-sized. and we did see a noticeable uptick in our lead generation from social.2.” | 92 . It was perfect for mobile—videos between six and fifteen seconds in length. snackable content.3 | Paid Acquisition Mobile Growth Handbook | Third Edition Eric Buchegger MOBILE MARKET MANAGER “We ran a mobile campaign on Facebook with localized.

” | 93 . Generally.2. We have an in-house creative team. we start to see creative burnout. and taking those learnings back to our team helped add more fuel to the fire for successful campaigns. 2-3 weeks is optimal—after that.3 | Paid Acquisition Mobile Growth Handbook | Third Edition Lomit Patel VICE PRESIDENT OF GROWTH “Creative refresh is really important on Facebook.

2.3 | Paid Acquisition Mobile Growth Handbook | Third Edition Influencer Marketing Influencer marketing is currently a $2 billion Influencer marketing and recommendations industry expected to quintuple to $10 billion by are becoming an increasingly strong way for 2020. as reported by AdWeek. more marketing budget to influencer campaigns than ever before.io/the-ultimate-guide-to-cost-effective-mobile-user-acquisition/ .branch. Nielsen reports that “92% of people trust recommendations from individuals (even if they don’t know them) over brands.”2 | 94 1 https://www.1 Both start-ups brands to authentically differentiate and enterprise companies alike are allocating themselves in the marketplace.com/digital/giordano-contestabile-activate-by-bloglovin-guest-post-influencer-marketing-in-2018/ 2 https://blog.adweek.

& PRESIDENT “Hiring an influencer was one of the cheapest and most amazing things we’ve ever done.2.” | 95 .3 | Paid Acquisition Mobile Growth Handbook | Third Edition Sean Howell CO-FOUNDER. CHAIRMAN.

In fact. and | 96 1 https://blog. Brands have two options to were limited by the scope of deep linking. By offering deep device. Branch has seen brands double their create quick links using Branch—you you clicked on a link while browsing social retention rates. operating system.2. a link than in the mobile web is essential for mobile to your app that works across every growth and development. TIP! Enabling such pages to open in apps rather you must create a quick link.3 | Paid Acquisition Mobile Growth Handbook | Third Edition 3 Leverage deep linking to maximize clicks and conversions from social media channels. If apps.2 media on your phone.branch.io/the-ultimate-guide-to-cost-effective-mobile-user-acquisition/ 2 https://blog. industry data suggests can click here to learn more. mobile marketers across the world links that direct users to specific content in channel.branch. For years.1 In order to deep link from social media platforms. it would open in the that app audiences are 20x more engaged than mobile web—even if the corresponding app mobile web audiences and convert 3x more in was installed. app than in the mobile web.io/how-marketers-can-deep-link-from-social-media/ .

” | 97 . We saw very low CPIs and CPVVs for both iOS and Android.3 | Paid Acquisition Mobile Growth Handbook | Third Edition Kristena Magriples DIGITAL AUDIENCE DEVELOPMENT COORDINATOR “We ran an app install campaign for our Lifetime app on Snapchat using a video of one of the cast members of Dance Moms. a Lifetime show.2.

After all. Furthermore.1 | 98 1 https://blog.branch.2. brands with Search Ads see 30% higher average revenues. Apple recently reported that a startling 65% of mobile app downloads come directly from a search on the Apple App Store. and an impressive average mobile user conversion rate of 50% .3 | Paid Acquisition Mobile Growth Handbook | Third Edition Apple Search Ads Brands with Search Ads Most—if not all—mobile marketers have at least considered adding Apple Search Ads to see 30% higher average their mobile marketing growth stacks. revenues.io/how-to-manage-and-optimize-apple-search-ads-campaigns-in-2018/ .

misspellings. In contrast.io/how-to-manage-and-optimize-apple-search-ads-campaigns-in-2018/ . search matches allow in-between those of exact matches and Apple to decide (based on your app’s search matches. including broad matches generally (perhaps logically) show your ad after taking into account what Apple refers to as “close variants singular/plural shifts. tense shifts. | 99 1 https://blog.” and more. exactly. while broad matches will present rates.2. Broad Matches to as “close variants of a keyword”. while search matches generally sport after taking into account what Apple refers the highest impression rates but lowest TTRs. produce TTRs and impression rates that fall of keywords.3 | Paid Acquisition Mobile Growth Handbook | Third Edition Apple Search Ads (ASA) Exact matches show your ad if and only if a Exact matches generally sport the highest Exact Matches given user’s search matches your keywords TTRs (tap-through rates) but lowest impression show your ad if and only if a given user’s search matches your keywords exactly.branch. Search Matches metadata) for which keywords your app is show your ad when Apple decides your ad is relevant based on your app’s metadata. sufficiently relevant.

so aligning the keywords you select with the components of your app’s metadata— | 100 TIP! . iOS app) relevant to your desired set of keywords. more generally. You should first ensure that Apple will deem among them.2. your app name and App Store your ad campaign (and.3 | Paid Acquisition Mobile Growth Handbook | Third Edition 1 Implement Search Ads campaign keywords strategically. Apple deems ASA campaigns eligible or ineligible based on your mobile app’s metadata. your app description—is key.

2.3 | Paid Acquisition Mobile Growth Handbook | Third Edition Sabari Devadoss PRINCIPAL PRODUCT MANAGER “Your potential success with Apple Search Ads depends entirely on your budget and how it relates to your competitor’s budget.” | 101 . Make sure it makes sense before you invest in this space.

where user acquisition for emerging and established the sky (and by that. of course. where the mobile brands alike. as well as by the audience that funnels into Google’s search platform each day. With a platform like Google.business. these truly the limit.2. we mean the ad budget) is Google. the platform’s sophisticated targeting ability.com/articles/6-reasons-why-your-business-should-be-using-google-adwords/ . methods of ensuring you’re getting the biggest bang for your ad | 102 1 https://www. Specifically. sky is truly the limit.3 | Paid Acquisition Mobile Growth Handbook | Third Edition Google AdWords Ads With a platform like Google AdWords is an important channel of spend buck.1 There are. optimization is key. companies are attracted to Google AdWords by optimization is key.

2.1 | 103 1 https://medium. per acquisition (CPA) rate of up to 60%. and ad groups an AdWords account can lead to a drop in cost are tightly related.com/swlh/7-tips-to-launch-a-successful-google-adwords-campaign-in-2018-945ca7ccfdea TIP! . Binuyo advocates for an AdWords Tye Binuyo cites that improving the structure of model in which keywords.3 | Paid Acquisition Mobile Growth Handbook | Third Edition 1 Ensure your AdWords account is well-structured. ads. Agora’s Specifically. In his post for Medium’s The Startup.

There may be a tendency to rush into new Binuyo suggests a daily budget and CPC bid of AdWords campaigns among your team between ¼ and ½ of your envisioned CPC bid.3 | Paid Acquisition Mobile Growth Handbook | Third Edition 2 Start low and slow with your AdWords budget. | 104 1 https://medium. Nothing’s worse than preventable suboptimal results for a campaign that could’ve taken off with a few small tweaks.2.com/swlh/7-tips-to-launch-a-successful-google-adwords-campaign-in-2018-945ca7ccfdea TIP! . but don’t be afraid to start slow and optimize as you see results come in. and track performance.1 members.

2.3 | Paid Acquisition Mobile Growth Handbook | Third Edition

3 Start with Search network campaigns, and
set up AdWords campaigns by device type.
Search network campaigns are ideal for many separate bids, create various funnels, and—of
mobile brands because (unlike display ads) course—monitor the performance of your
they display for leads who are closer to the campaigns by the type of device.
bottom of your marketing funnel, already
searching for your product or service.

Furthermore, only good things can come

TIP!
from optimizing AdWords campaigns for each
applicable device. Doing so will allow you to set

| 105 1
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2.3 | Paid Acquisition Mobile Growth Handbook | Third Edition

Native Ads

Native ads will drive Native advertising carries with it a high Digitas VP of Strategy & Analysis Jason Klein
potential to convey value that can ultimately suggests mobile professionals leverage
74% of all ad revenue
inspire your future top mobile users to install user-generated content for native ads in order
by 2021.1
and engage with your mobile app. Amid the to maximize the perceived authenticity—and
past few years’ ever-expanding banner accompanying loyalty—derived from them.2
blindness, there is a greater need than ever
before to provide compelling mobile content
in an amenable, user-friendly form.

Business Insider reports that native ads will
likely drive 74% of all ad revenue by 2021.1

| 106 1
http://www.businessinsider.com/the-native-ad-report-forecasts-2016-5
2
https://www.forbes.com/sites/forbescommunicationscouncil/2017/01/10/three-predictions-for-native-advertising-in-2017/2/&refURL=&referrer=#35fcad7413b1

2.3 | Paid Acquisition Mobile Growth Handbook | Third Edition

1 Maximize the relevance of native ads.

If there’s one thing in the world of advertising best for your brand and your target audience.
that holds true across industries, it’s that the Viewers of an article about political news
more relevant a native ad is, the better it will wouldn’t expect to see an ad for children’s
perform. It’s critical to view relevancy as the toys. Irrelevant ads don’t convert well, and they
key to trust, which is the key to increased ROI harm the trust users put into your both the
and revenue. publisher and the advertised brand.1

TIP!
When assessing the relevancy of ads, experts
recommend actively testing copy and ad
network selections, in order to find what works

| 107 1
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2.3 | Paid Acquisition Mobile Growth Handbook | Third Edition

2 Rotate multiple ad networks.

Studies show that the more a user sees a
campaign, the less likely he or she is to click on
it. Therefore, it’s important to vary the content
and design of your ads, as well as to plug into
multiple ad networks and rotate ads among
them, so your ads stay fresh—and relevant—
for as long as possible.1

| 108 1
https://www.adpushup.com/blog/7-ways-to-optimize-your-native-ads-for-higher-revenue/ TIP!

2.3 | Paid Acquisition Mobile Growth Handbook | Third Edition

3 Don’t trick your users into thinking your
ad is actually website content.
Although native ads are meant to blend into experts at AdPushup recommend that
the surrounding content, it’s important to draw you “view your site from a visitor
a line and keep your eye on it—tricking your standpoint.” “If an ad is misinterpreted to
users into thinking that ads are website content the point where a reader will click on it
almost invariably leads to diminished user trust unintentionally, you’ll want to test out
in your brand, which (as we’ve already covered) different ad placement options.”1
can also lead to less ROI and less revenue.

TIP!
To monitor the appearance of mobile ads in
comparison to other mobile website content,

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2.3 | Paid Acquisition Mobile Growth Handbook | Third Edition

4 Never stop testing and engaging.

It remains true that the brands with the most each ad placement that can be tweaked to
successful native ad placements have one thing reach a more refined, enhanced, and
in common: continuously testing and engaging ultimately revenue-driving result.1
with actionable findings.

From headline to ad color to font size to ad
size to ad unit, there are myriad factors of

| 110 1
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be sure that you’re | 111 1 https://www. before you send your ads out into the world. but if your landing pages with the key actions you want your visitors to do not present clear. take in mind.1 you may struggle to see the results that your ads deserve.com/blog/7-ways-to-optimize-your-native-ads-for-higher-revenue/ TIP! . You can have the best ad copy in the world. with optimized designs.2. and and that you’re designing and composing them network selections.3 | Paid Acquisition Mobile Growth Handbook | Third Edition 5 Optimize landing pages for conversion. optimizing them for viewability and readability. compelling value props.adpushup. Therefore. placements.

3 | Paid Acquisition Mobile Growth Handbook | Third Edition Events Mobile acquisition isn’t Mobile acquisition isn’t limited to the digital users to RSVP—then. By creating funnel. not all events produce memorable experiences. mobile companies out there. space. and practices memorable experiences. and when it’s limited to the digital your overall marketing strategy. First.2. space—in-person events can play a big role in you must keep them engaged. you have to encourage your | 112 . chances of building traction via word-of-mouth. For many over you have to leave them excited. Of course. you improve the to avoid. there are best practices. to attend. events present your only chance to forge user relationships At each of these points in the field marketing outside of the digital world. At your event.

which can form co-marketing opportunities down the road. event series. and—ultimately—acquired users (which can only help field vertical) before launching your own event or marketing budgeting efforts). events in your industry (and/or in your app’s collaboration. can trigger connection. There are more reasons than one can count • You can collect ideas and innovations that can enrich your event as it develops.3 | Paid Acquisition Mobile Growth Handbook | Third Edition 2 Attend before you launch an event or event series. • Perhaps most importantly. when done well.2. you can grow your network. | 113 TIP! . why you should concentrate on attending • You can collect proof that events.

” | 114 .3 | Paid Acquisition Mobile Growth Handbook | Third Edition Chuck Nguyen DIRECTOR OF MARKETING “Don’t sponsor things blindly. Don’t blow your entire yearly budget sponsoring an event or a team just because people are watching.2.

aware of your app.3 | Paid Acquisition Mobile Growth Handbook | Third Edition 3 Coordinate events and product updates and releases strategically. releases. | 115 TIP! . at the very least. or announcements. This strategy can trigger interest directly in front of press and a large audience of people who are.2. Hosted events can be prime opportunities to make high-traction product updates.

insightful events can be a pivotal step in reaching goals and defining your brand as a thought leader in your industry.entrepreneur.”1 | 116 1 https://www.com/article/226096# TIP! .2. As Adam Toren writes for Entrepreneur. “You’re responsible for bringing entrepreneurs together to talk shop. When done well. community building through the curation of relevant.3 | Paid Acquisition Mobile Growth Handbook | Third Edition 4 Optimize thought and industry leadership through field marketing efforts. and only a leader does that.

app installs from the mobile web.3 | Paid Acquisition Mobile Growth Handbook | Third Edition Web-to-App Smart Banners Top brands drive 20-40% Turning low-cost mobile web traffic into compared to general app users—and that rate high-conversion app users can take a mobile increases to 2. mobile web. | 117 . important to make sure you’re using all the tools at your (and your competitors’) disposal In a world in which top brands drive 20-40% of to optimize the web-to-app download rate.2. the time to implement and optimize smart banners is now.6x for users originally installing of app installs from the app’s growth to the next level—but it’s the app from a smart banner. studies show that there is a 70% higher in-app purchase rate for users entering the app directly from a smart banner. In fact.

2. and that you continue to upsell it at every opportunity.3 | Paid Acquisition Mobile Growth Handbook | Third Edition Alex Austin CO-FOUNDER & CEO “We at Branch recommend that you consider your native app a sanctuary from the tyranny of fragmentation.” | 118 .

asking ponders is.branch. The one question every mobile marketer visitors spend in the mobile web. getting started with your brand. and while mobile app users TIP! spend 20x more time in apps than mobile web | 119 1 https://blog.1 While mobile app users convert 3x more than mobile websites. and there is a user for each.io/how-to-edit-mobile-web-to-app-banners-on-the-fly-with-branch-journeys/ .21 | Paid Acquisition Mobile Growth Handbook | Third Edition 1 Know when to pop the (app download) question.2. “Do I funnel my users to the web someone to download your app off the bat can or to the app?” The answer is simple: there is a be too much commitment for a user that is just time for each.

Storyboarding these journeys as part of a migration with deep links has often led us to see problems before they arise in real life.3 | Paid Acquisition Mobile Growth Handbook | Third Edition Gerry White CONSULTANT “Understanding user journeys is always essential.2.” | 120 . The increasing complexities of web-to-app journeys that span devices should be as seamless as possible.

web and app visit frequency. | 121 . and more allows a mobile brand to display smart banners for only the users who are ready to download the app. Segmenting and targeting mobile user groups based on app installation.3 | Paid Acquisition Mobile Growth Handbook | Third Edition 2 Target only the users ready to download your app. thereby minimizing the negative effects of displaying smart banners. referring source.2. To learn how to TIP! apply segmentation and targeting to smart banners. check out Branch’s Journeys.

Ultimately.” | 122 .2. we found that lowering the friction only raised conversion rate for certain users.3 | Paid Acquisition Mobile Growth Handbook | Third Edition George Navas SENIOR PRODUCT MANAGER “We tested our web-to-app interstitials by changing them from full-page to half-page. Presenting full-page or half-page interstitials based on purchase and visit history has become a strategic capability to leverage.

It’s critical to begin the relationship between your app and a new app user on the right foot. Branch’s Journeys offering also enables you to personalize each acquired user’s first experience with your app by ensuring they are delivered directly to desired content. and that these users can be deep linked directly to content within the app. | 123 .2. Keep in mind that smart banners can also be shown to TIP! existing app users.3 | Paid Acquisition Mobile Growth Handbook | Third Edition 4 Deep link with smart banners to content. through the install process.

2.” | 124 .3 | Paid Acquisition Mobile Growth Handbook | Third Edition Akio Bandle SENIOR PRODUCT MANAGER “Our persistent ‘Get the App’ pill button on the mobile web reminds users constantly to download the app without getting in the way.

3 | Paid Acquisition Mobile Growth Handbook | Third Edition 5 Continually A/B test in order to truly optimize the performance of web-to-app banners. you’re recognizing familiarity with your brand and stage in your that these preferences exist on TIP! app’s user lifecycle. depending on the user’s By continually A/B testing.2. to download your app. and you’re optimizing for it. modifications. frequency. you’re narrowing down what smart banners. or user stage creating customizable web-to-app user journey segment for which you optimize. A/B testing web-to-app smart banners enables By A/B testing smartbanners and turning Click here to more information on you to narrow down what works best for each insights into copy. a moving dartboard. The reality is that each user will have a unique works best for each type of mobile web understanding of and response to the request browser and each type of potential app user. | 125 .

find channels that play to your strengths. and then A/B test your way to success. If you have a low LTV and can’t spend.” | 126 . Figure out how much you’re willing to spend.2. you can afford to pay for your users.3 | Paid Acquisition Mobile Growth Handbook | Third Edition Ajay Arora PRODUCT “If you have a high LTV.

Trust your most successful engagement channels and strategies to drive growth. MOBILE “Make sure your data is clean and you have measurements in place to validate assumptions and implement A/B test ideas.” | 127 .2.3 | Paid Acquisition Mobile Growth Handbook | Third Edition Patricia Morizio SENIOR PRODUCT MANAGER.

” | 128 . For lifestage companies. optimize around acquisition early in the cycle and retention as users evolve through each stage. there are lifestyle companies and lifestage companies.3 | Paid Acquisition Mobile Growth Handbook | Third Edition Conner Boyd SENIOR PRODUCT MANAGER “In mobile growth. For life style companies.2. seamless funnel conversion. optimize around tight.

Mobile Growth Handbook | Third Edition 2018 ACTIVATION 3 .

it’s actually very difficult to make accounts. you’re already well on register immediately be easy. In fact. a good first impression.io/WBN-2017MoEngageAppEngagement_LP-Registration/ 1 .1 | 130 https://www2. right? your way to improving your initial leads to a 50% drop in engagement numbers. Mobile Growth Handbook | Third Edition Mobile User Activation in 2018 Don’t lose your users as soon as you’ve acquired them! Requiring users to The process of walking users through the If you can optimize your download to registration and function of your app should activation flow. Branch and MoEngage report that requiring users to register immediately leads to a 50% drop in users before they’ve even activated their accounts. users before they’ve As many of us know based on professional even activated their experience.branch.

We have reviewed tons of mobile growth charts—time and time again. Within the first three days.” | 131 . apps either win or lose the user retention battle. the difference between successful and unsuccessful apps comes down to the first three days of the app experience.3.1 | Activation Mobile Growth Handbook | Third Edition Mike Molinet CO-FOUNDER “The importance of the first three days cannot be overstated.

and 20 25 23.3.1 Engagement and Re-Engagement). 0 <10k 10k-50k 50k-200k 200k-1m >1m | 132 1 Branch’s 2018 Mobile Growth Industry Report.8 companies reported a markedly lower level of 10 priority for conversion than fledgling and leading apps did.5 Acquisition.2 26.1 | Activation Mobile Growth Handbook | Third Edition Point Allocation to Conversion by Company Size (MAUs)1 Mobile Growth Priorities: Conversion 40 When experts surveyed in the Mobile Growth Industry Report were given one hundred points 30 to allocate to different areas of growth (Paid 28. mid-size 18. Conversion. Organic Growth. .

.6% Deep Linking onboarding optimizations to improve conversion rates.5% Personalization As part of its 2018 Mobile Growth Industry Report.6% Emails 29.4% Onboarding Tactics for Triggering Mobile Conversion 48.com/mobile-marketing/mobile-marketing-analytics/mobile-marketing-statistics/ 2 Branch’s 2018 Mobile Growth Industry Report. and 45.smartinsights.2% Improved UX and UI 59.6% Push Notification 57.1 | Activation Mobile Growth Handbook | Third Edition 66. Branch found that most mobile apps are pursuing UX and UI.2% Other | 133 1 https://www.5% Seamless Login 2.4% Retargeting Ads 26.3. push notifications.2 45.

” | 134 . Growth in visitors doesn’t lead to growth in conversions unless you keep them around.3.1 | Activation Mobile Growth Handbook | Third Edition Zoe Di Novi PRODUCT MANAGER “Don’t only focus on the top of the funnel.

1 | Activation Mobile Growth Handbook | Third Edition Activation Threshold. these components must Triggers Succeed Motivation be present in order for a new user to theoretically onboard. behavior is the product of motivation. as Stanford’s BJ Fogg theorizes. Fogg Behavior Model Breaking Down Onboarding: BJ Fogg’s Behavior Model High If. ability. Low Hard Ability Easy to do to do | 135 1 https://apptimize.com/blog/2016/04/ultimate-guide-user-onboarding/ .3. and the presence of a trigger.1 Optimizing mobile user onboarding can also be seen as optimizing motivation and ability to convert through education and seamless Triggers Failed presentation during the onboarding process.

and infer the rest.” | 136 .3. GROWTH “You never want onboarding to be too long or too short. The trick is to experiment to figure out how best to apply this info to user experience.1 | Activation Mobile Growth Handbook | Third Edition Michelle Huynh SENIOR MARKETING MANAGER. Get the info you need from your activating users.

If there’s one thing upon which every activation expert can agree. strategic consolidation of onboarding flows will only increase the likelihood newly-acquired users will complete the onboarding process. The longer the onboarding spread. Consider Vevo’s simplification of its onboarding flow— Apptimize found that removing their mobile user onboarding screens increased Vevo’s conversion rate by approximately 10%.1 | Activation Mobile Growth Handbook | Third Edition When it comes to onboarding.com/blog/2016/04/ultimate-guide-user-onboarding/ .3. less is generally more. | 137 1 https://apptimize. the larger and faster the loss of new users. it’s that successful.

3.” | 138 . Always think about onboarding from the perspective of the user. and be willing to give before you get.1 | Activation Mobile Growth Handbook | Third Edition Gina Gotthilf PREVIOUSLY VICE PRESIDENT OF GROWTH & MARKETING “We decided to allow people to try out Duolingo before asking them to sign up. which led to a 12% increase in daily active users.

3. Through testing.” | 139 . we saw that not making that initial interaction obvious resulted in confusion and mistakes—too few steps can be as bad as too many. it was still key to have the user make a conscious choice to continue as a guest.1 | Activation Mobile Growth Handbook | Third Edition Stuart Congdon DIRECTOR OF PRODUCT “When we removed the requirement to register an account before first use.

Get your users hooked.1 | Activation Mobile Growth Handbook | Third Edition Amanda Bradford FOUNDER & CEO “When it comes to onboarding.3. put the easier things up front.” | 140 .

app loses 71% of its its users one day after they download or less. and have done so with or less.3.1 | Activation Mobile Growth Handbook | Third Edition Challenges with Existing Activation Strategies The average mobile According to Andreessen Horowitz’s Andrew opportunities to inject personalization into the Chen. 96%. all while leveraging | 141 1 https://apptimize. a sleek and engaging user experience.1 onboarding trifecta. that number approaches 90%— The top apps have learned how to master this they download after three months.com/blog/2016/04/ultimate-guide-user-onboarding/ . In this In order to avoid average performance (or section. impressions and minimize friction experienced on the part of new users. users one day after After a month. the average mobile app loses 71% of onboarding process. we’ve got tips from some of the best to worse). mobile marketers must make good first help you along your way.

but many enterprises are still treating mobile as just another channel.” | 142 .1 | Activation Mobile Growth Handbook | Third Edition Julie Ask VICE PRESIDENT “Mobile has shifted consumer expectations dramatically.3. Users have come to expect immediacy and context in order to streamline task flow.

data Personalized Mobile Ads Partnerships collection. and—last but certainly not least— Onboarding personalized onboarding.1 | Activation Mobile Growth Handbook | Third Edition Elements of Activation Areas of Focus for 2018 and Beyond In our view. push notifications. mastering mobile user activation Content Email/SMS Social Media in 2018 means focusing on Content. web-to-app journeys. Email and SMS. partnerships. Web to App Push Alerts Data Collection | 143 . social media.3. mobile ads.

com (formerly Gogobot) saw a 78% signup increase in sign-up conversions from simply adding the referrer’s photograph to the new user’s onboarding screen. Conversion to Trip.io/how-to-set-up-analytics-metrics-for-mobile-apps/ .2 | Elements of Activation: Personalized Onboarding Mobile Growth Handbook | Third Edition Regular Personalized Onboarding Onboarding with Branch Links Elements of Activation: Personalized Onboarding Say that you give your users the ability to share your app with friends. as well as the piece of information the friend shared. New users are much more likely to onboard (and subsequently engage) if you offer a personalized welcome 78% screen and experience.branch.3.1 | 144 1 https://blog.

The large majority of consumers today purchase more from brands who personalize their experiences.3.2 | Elements of Activation: Personalized Onboarding Mobile Growth Handbook | Third Edition Haseeb Tariq MOBILE MARKETING “We’re redesigning the retail experience with personalization.” | 145 .

2 | Elements of Activation: Personalized Onboarding Mobile Growth Handbook | Third Edition Marissa Chacko SENIOR DIRECTOR OF CONSUMER PRODUCTS “How do we provide value early? Importing data to understand pre-download user history. We’ve built an onboarding funnel that understands and optimizes our KPIs and capabilities as a team.3.” | 146 .

present the value of activating your app. That is. When it comes to onboarding app’s introductory onboarding flow is an opportunity to forge a content.3. in doing consideration is enough. and each additional panel of content during the app onboarding flow is another excuse for a new | 147 . it can seem like no amount of careful onboarding flow is relationship with your new user and. each page of your hard to deliver. so.3 | Elements of Activation: Content Mobile Growth Handbook | Third Edition Elements of Activation: Content Every piece of live Every piece of live content in your mobile user to bounce (or even uninstall) before even app’s introductory onboarding flow is an getting to the user experience you’ve worked content in your mobile opportunity. The space above your content’s fold is your content’s most valuable space. an opportunity.

One large app with which make a purchase if they were deep information. guidelines.io/4-ways-your-mobile-ecommerce-growth/ . and complicated we’ve worked experienced a 50% lift in 1-week linked directly to content rather registration flows can discourage new users retention. and an than linked to an onboarding flow. TIP! what’s the point of acquiring users if you lose them as soon as they’re acquired? | 148 1 https://blog.3 | Elements of Activation: Content Mobile Growth Handbook | Third Edition 1 Consider the length of your app’s introductory content—and rethink time intensive processes. When crafting the content that will make up It may be worth asking whether a sign-up Gametime has even determined your mobile app’s introductory onboarding step is a fully necessary component of your that users were 15% more likely to content. a 35% lift in engagement.branch.1 from completing the onboarding process. 85% lift in 6-week retention simply by We’ve all heard of the infamous leaky bucket— removing its sign-up page. keep in mind that frontloading onboarding process.3.

To supplement data collected upfront via our style questionnaire. This lowers the burden of providing style input & makes the experience fun.3 | Elements of Activation: Content Mobile Growth Handbook | Third Edition Mike Duboe HEAD OF GROWTH “We launched a new feature on mobile to expand the way we collect style preference data from clients.” | 149 .3. we designed an experience where users can upvote or downvote individual items in a more bite-sized fashion (think: Tinder UX).

TECHNICAL PRODUCT MANAGEMENT “Being able to track which channels of content distribution are successful and being able to deep link directly to in-app content from any channel have helped us identify the key channels for our marketing strategy.” | 150 .3.3 | Elements of Activation: Content Mobile Growth Handbook | Third Edition Tara Hughes SENIOR DIRECTOR.

unpredictable Research shows that 92% of U.7 billion people worldwide (over half the Different platforms.lyfemarketing. than 3.lyfemarketing. | 151 1 https://www.com/blog/importance-email-marketing/ .1 Data from Pew handle emails in disparate. half of the world’s reports that.com/blog/importance-email-marketing/ 2 https://www. and that a 2000s. more population) use email. adults have ways. where context is lost.S. and devices world’s population) use email. Email user day. “Responsive” email design is stuck in the access to email in some fashion. email clients. you start that email remains an integral part of any to realize how many challenges mobile people worldwide (over winning marketing strategy. but the most pressing email marketing surprisingly large portion of these American issue is that email clicks on mobile send users email users—61%—interact with email each to the web.4 | Elements of Activation: Email Mobile Growth Handbook | Third Edition Elements of Activation: Email More than 3.3. Lyfe Marketing presents for email. but there’s a solution. according to Radicati Group.2 Once you choose to optimize your emails experience is broken. however.7 billion Most marketers today have come to accept for mobile and mobile apps.

Fallarme cites a growth experiment day onboarding emails.4 | Elements of Activation: Email Mobile Growth Handbook | Third Edition 1 Consider sending onboarding emails immediately after sign-up or subscribe.com/blog/email-engagement/ . and sending scheduled emails for | 152 1 https://conversionxl.1 registration. Lumosity’s conversion rate reportedly “increased significantly” with same- Specifically. he suggests testing onboarding best days to send emails).3. emails sent immediately after users sign-up— and for good reason. In David Fallarme’s email engagement guide for Tuesdays or Thursdays (widely reported as the Conversion XL. Ultimately. while site usage Lumosity ran in which they tested two email surged 81% after sending emails directly TIP! strategies: sending an email the same day as after signup.

Instead. Mobile browser Mobile app +286% App users are the most valuable users. but 5. brands should use deep 13% 24% Add-to-cart rate Add-to-cart rate links to route users into apps (where. according +23% to Criteo. | 153 1 http://www.criteo. +120% based on previously-expressed preferences.com/resources/mobile-commerce-report/ .7 22 Products viewed per user Products viewed per user traditional links in emails route users into the +85% mobile web. and more. download context. 1 44% 54% Purchase rate Purchase rate Using deep links in activation emails can boost activation rates by creating additional Conversion rate TIP! opportunities for onboarding personalization. conversion rate is boosted 120%).4 | Elements of Activation: Email Mobile Growth Handbook | Third Edition 2 Use deep links to lift email Global Retail Conversion Funnel By channel performance on mobile.3.

branch. Branch has partnered with several major ESPs (18 of them.4 | Elements of Activation: Email Mobile Growth Handbook | Third Edition Link users to app content they want 3 Use deep links to lift email performance on mobile. Branch’s Deep Linked Email links users to relevant content within mobile apps and retains the ability to track clicks. | 154 https://blog. to be exact!) to make the integration as simple and seamless as possible.3.io/deep-linked-email-should-be-in-every-mobile-marketers-toolbox/ 1 TIP! .

driving a 6% click-to-order rate and a 30% app engagement rate.4 | Elements of Activation: Email Mobile Growth Handbook | Third Edition Max Mullen CO-FOUNDER “Branch’s Deep Linked Email powers our best-performing email campaigns.” | 155 .3.

A good call to action can convince even the 1 Keep the call to action above the fold.com/guide-to-customer-acquisition/ .1 at least seem like it’s) now! | 156 1 https://blog.3. stay away from boring! 4 For long emails or landing pages. For activation. most hesitant downloaders to activate right 2 Make any and all buttons noticeable.kissmetrics. following five-step plan for perfecting the call TIP! 5 Create a sense of urgency. creating a sense 3 Keep button text fresh and relevant— of urgency is particularly important. then and there.4 | Elements of Activation: Email Mobile Growth Handbook | Third Edition 5 Perfect the call to action. The to action as part of her Ultimate Guide to best time to activate needs to be (or Customer Acquisition. create a Kissmetrics’ Renée Warren compiled the second call to action near the end.

Adobe reports on Pure 360’s finding that a startling | 157 1 https://theblog. the value of the SMS channel has more often than traditional coupons.tatango.com/marketing-with-98-percent-read-rate-and-10-more-compelling-stats/ 2 https://theblog. with strategies across industries and stages of texted coupons shown to be redeemed 10x based marketing boasts growth.adobe. In fact. Although relatively new to most marketing 32% of recipients respond to SMS offers.7% Unlike most other forms of marketing.adobe. texts redemption rate for an SMS campaign. text messages can work wonders for open rate of 98%.1 ROI and overall retention. that SMS-based marketing boasts a whopping Finally.com/marketing-with-98-percent-read-rate-and-10-more-compelling-stats/ 3 https://www. Adobe reports of 98%. The online beauty retailer Julep reported not only a 10.com/blog/online-retailer-grows-mobile-database-from-0-to-5000-subscribers-in-24-hours/ . but present a more customary path for user also a 99% retention rate!3 response and engagement.5 | Elements of Activation: Text/SMS Mobile Growth Handbook | Third Edition Elements of Activation: Text/SMS Adobe reports that SMS.2 a whopping open rate already made itself apparent.3.

but links created that they want the app. open texts.5 | Elements of Activation: Text/SMS Mobile Growth Handbook | Third Edition 1 Offer a text-me-the-app feature.3. phone numbers. We see an install rate from desktop text-me-the-app (TMTA) features of 42% when it comes to text-me-the-app have a higher conversion to signup than any link clicks.branch. This may come as a shock. Click here to learn more about Branch’s If users have spent the time to enter their Text-Me-the-App offering.io/5-actionable-steps-to-increase-app-downloads/ . and click on links.1 other linking feature. TIP! they’ve probably already made up their mind | 158 1 https://blog.

Deep linking reduces the friction for the user to engage with the specific product or activity.5 | Elements of Activation: Text/SMS Mobile Growth Handbook | Third Edition Amit Kaul HEAD OF ALLIANCES “Our customer engagement rate through SMS-based marketing increased to 25% when the SMS was deep linked to the product or activity in the app. It’s also helpful for generating insights on user behavior.” | 159 .3.

attract and convince new users to download app.com/pulse/mobile-app-retargeting-basics-jim-nichols/ .6 | Elements of Activation: Mobile Ads Mobile Growth Handbook | Third Edition Elements of Activation: Mobile Ads There are measures you Retargeting app users with mobile ads is a That’s not to say all activation-based great tactic for increasing engagement. Marketers can decide to either take to ensure your retargeting campaigns drive the highest continue to shell out acquisition dollars to drive the highest possible ROI for your mobile possible ROI. | 160 1 https://www.3. there are measures you can retargeting campaigns activation. More likely? Doing both. Much can take to ensure your can also be a successful tactic for increasing to the contrary.linkedin. or marketers can spend a fraction of those dollars targeting existing downloaders of their mobile apps with the goal of activating or re-activating them.1 and activate their mobile apps. but it retargeting campaigns are created equal.

3. focusing on times when kids are most likely to be home and bored. Figure out when people are most likely to interact with your product—for our cartoons. PRODUCT MANAGEMENT “You have to be focused on communicating with users at the right time.6 | Elements of Activation: Mobile Ads Mobile Growth Handbook | Third Edition Brian Huss SENIOR DIRECTOR. that’s after school or on weekends. We’re then hyper-focused with our media buys.” | 161 .

You obviously not an accurate picture.socialmediaexaminer.com/retargeting-ad-campaigns-7-ways-to-improve/ . In order to see have an ad group that targets a retargeting the results of retargeting and new audience audience and an audience of new prospects. But that’s downloaded it does not work for a brand new than $10 for each new customer acquired. your retargeting audience at $1 each TIP! separate these audience into individual and one conversion from a new ad groups.6 | Elements of Activation: Mobile Ads Mobile Growth Handbook | Third Edition 1 Isolate retargeting campaigns from new audience campaigns.”1 prospective user (or vice versa). making your audience that knows your app and has already Examiner.3. | 162 1 https://www. campaigns individually (rather than seeing the You receive nine conversions from compound results of both ad campaigns). You may find that what works for an As David Christopher writes for Social Media prospect at $71. “Suppose your goal is to pay no more average conversion $8.

every purchase. Elements of Activation: Web-to-App Routing Hopefully.1 | 163 1 https://branch. Therefore.3. of the funnel. measures. it makes logical sense to do everything you can to convert low-cost mobile web traffic into high-conversion app users with web-to-app mobile smart banners. conversion to purchase. order value. if not all. if you’ve picked up one concrete takeaway thus far. and with products more better in every part spend more on in-app. it’s that apps outperform the mobile web across nearly all.7 | Elements of Activation: Web-to-App Routing Mobile Growth Handbook | Third Edition Mobile apps outperform the mobile web across nearly all.io/journeys/ . if not all. +285% +120% +11% Products viewed Conversion to sale Order value measures—including (according to Criteo) Users engage Apps preform App customers products viewed.

we were able to more than double the iOS users coming from this channel.5 | Paid Acquisition Mobile Growth Handbook | Third Edition Natasha Mina MOBILE MARKETING MANAGER “We were able to correct the difficulties we encountered using Search Campaigns by using a Search Campaign directed to our mobile website.” | 164 . and converting users there. With this approach.3.

7 | Elements of Activation: Web-to-App Routing Mobile Growth Handbook | Third Edition 1 Route your users to specific in-app content from the mobile web. specifically target app users and downloaders. you can Branch Journeys. Providing rate and decrease of mobile web UX that the option to open a specific mobile webpage typically accompanies the rolling out of smart in an app that they’ve already downloaded can banners in a blanket fashion. in order to encourage users to activate and/or | 165 . be just the push they need. Users who have downloaded your mobile engage with your mobile app without the app but not yet taken the activation leap may simultaneous increase of mobile web bounce just be waiting for a concrete reason.3. Click here to learn more about TIP! Through Branch’s Journeys tool.

” | 166 .7 | Elements of Activation: Web-to-App Routing Mobile Growth Handbook | Third Edition Sash Catanzarite CO-FOUNDER & CPO “There are certain moments on the mobile website that are much better in the app­—messaging people. listing items for sale—so we trigger in-context reminders that the experience is much better in the app than on the web.3.

they see the corresponding content.7 | Elements of Activation: Web-to-App Routing Mobile Growth Handbook | Third Edition Sean McCorkle DIRECTOR OF PRODUCT DEVELOPMENT AND GROWTH “One of the tenets of a good user experience is that when users click links.3.” | 167 .

A large downside of AMP pages is that Google TIP! makes it difficult for users to go anywhere except back to Google search.1 mobile search results. AMP pages often appear at the top of AMP pages. taking advantage of extra traffic from As such. Accelerated Mobile Pages (AMP) are a way to With AMP-compatible Journeys.7 | Elements of Activation: Web-to-App Routing Mobile Growth Handbook | Third Edition 2 Take advantage of extra traffic from AMP Pages. you can build pages that serve static content so that convert mobile web traffic to your app while they load in Google search results much faster. | 168 1 https://blog.io/google-accelerated-mobile-pages-amp-and-the-future-of-mobile-web/ .3.branch. and route these users into your app.

7 | Elements of Activation: Web-to-App Routing Mobile Growth Handbook | Third Edition Jim Warren MARKETING DIRECTOR “Journeys has significantly increased our conversion rate by reducing steps in the purchase process and significantly increasing our overall LTV.3.” | 169 .

you can optimize the flow of mobile app with a Journeys smart traffic into your app by creating a mobile web banner—with integrated deep linking. it might be app install process! practically impossible to appear in an App From there.3.’ but you can get the users or targeted subsets of users (based on red shoes to appear in web search results. and more) to download your TIP! mobile website. searches on version of your app content through Branch’s you’ll be able to send them right to the web are focused on intent. you can encourage either all Store search for ‘shoes. if you’re a mobile app with no channel. those red shoes. | 170 .7 | Elements of Activation: Web-to-App Routing Mobile Growth Handbook | Third Edition 3 Build your app content on the web. even through the if your app sells red Nike shoes. For instance. acquisition Therefore. previous user behavior. Unlike searches in the App Store. Deepviews offering.

highly- app marketing partners.3. and efficiency of both apps in a marketing partners. The best app-to-app convince them to work with you. app is to find app access to. cheap. engaged users for your partnerships improve the effectiveness of.8 | Elements of Activation: App-to-App Partnerships Mobile Growth Handbook | Third Edition Elements of Activation: App-to-App Partnerships One of the best ways to One of the best ways to find new. logical fashion. cheap. | 171 . You probably know who ideal partners highly-engaged users for your app is to find for your app are—the challenge is to find new.

3.8 | Elements of Activation: App-to-App Partnerships Mobile Growth Handbook | Third Edition Carrie Buonaccorsi SENIOR PRODUCT MANAGER “We partnered with T-Mobile to share 3 months of Pandora premium. Partnering with the right companies or brands can be extremely beneficial on both sides.” | 172 . and saw a 14% uptick on number of trial starts.

consider SpotHero (a parking app) TIP! and Waze (a driving directions app). but it depends on convenience of app use for both SpotHero and Waze. user of both. perhaps even downloader of one to become a (serial) app irresistible app-to-app marketing proposition. As users are getting directions to specific locations in | 173 . This. experience of the other app can form a highly can serve as strong encouragement for an app convincing.8 | Elements of Activation: App-to-App Partnerships Mobile Growth Handbook | Third Edition 1 Construct seamless app-to-app journeys with deep linking. Proposing an experience where sending Waze. For instance.3. clearly valuable. they can go directly into SpotHero and people to your app enhances the user find parking at their destination. clearly.

3.” | 174 .9 | Summary Mobile Growth Handbook | Third Edition Seth Bindernagel SENIOR DIRECTOR OF GROWTH MARKETING “The two main ingredients for mobile success are new user acquisition and prevention of user dormancy.

Mobile Growth Handbook | Third Edition 2018 ENGAGEMENT 4 .

comscore.10am 10am .5pm 5pm . Take a look at the display to the right. Mobile Growth Handbook | Third Edition 2018’s Innovations in Mobile User Engagement Percentage of Each Platform’s Average Daily Impressions by Hour Mobile Media Use Fluctuates Throughout the Day First thing’s first: When designing a mobile user engagement strategy.12am | 176 1 https://www. as well as day by day. from comScore’s Global Digital Future in Focus Report.7am 7am .8pm 8pm . it’s important to keep in mind that mobile media use continues to fluctuate throughout the day.com/Insights/Presentations-and-Whitepapers/2018/Global-Digital-Future-in-Focus-2018 .1 Late Night Early Morning Daytime Early Evening Prime 12am .

6k average minutes spent per engaging user was higher on mobile than on desktop. while Canada led desktop usage. this 4k equated to a 2x jump in mobile engagement time when compared to desktop engagement 2k time.1 | Engagement Mobile Growth Handbook | Third Edition Average Minutes Per User by Platform Mobile & Desktop User Engagement By the Numbers 8k Among every country included in comScore’s 2018 U. Overall.com/Insights/Presentations-and-Whitepapers/2018/Global-Digital-Future-in-Focus-2018 .4. mobile time for primary USA Canada France Germany Italy Spain UK Argentina Brazil Mexico India Indonesia Malaysia countries in your acquisition and engagement campaigns can help you optimize and predict.S. Knowing the break- 0 down of desktop vs.1 Destop Mobile | 177 1 https://www. Argentina led the pack. Global Digital Future in Focus Report.comscore. Specifically.

That said. No studied countries fell below the threshold of 80%. only the UK 0 (with 83% of mobile user time spent in-app) fell USA Canada France Germany Italy Spain UK Argentina Brazil Mexico India Indonesia Malaysia below the 85% mark. Overall. it’s no 75% secret that app usage has skyrocketed across the board with the profound proliferation 50% of smartphones and other smart devices (although comScore reports that smartphones 25% are by far the leading driver of mobile growth from a device standpoint).comscore.1 | Engagement Mobile Growth Handbook | Third Edition Apps Account for Over 80% of Mobile Time: Share of Total Mobile Minutes by Browser/App Apps Account for 80+% of User Mobile Time & Engagement 100% 88% 85% 89% 90% 88% 88% 83% 95% 91% 94% 89% 89% 92% Argentina also led the pack for proportion of mobile time spent in-app.4.com/Insights/Presentations-and-Whitepapers/2018/Global-Digital-Future-in-Focus-2018 .1 Mobile browser Mobile app | 178 1 https://www.

Smartphones Reign King 100% 11. U. U. digital minutes spent on tablets and 54.5% Tablet 8. digital minutes spent on smartphones dwarf 75% U.9% desktop devices. In fact.S.8% The verdict’s in: according to comScore.3% 0 J F M A M J J A S O N D J F M A M J J A S O N D 2016 2017 Desktop Smartphone Tablet | 179 1 https://www.S. smartphone 50% usage is officially more than double U.1 | Engagement Mobile Growth Handbook | Third Edition Share of Total Digital Minutes by Platform (US) In the U.S.1 25% 34.5% Smartphone 61.4.0% Desktop 29.com/Insights/Presentations-and-Whitepapers/2018/Global-Digital-Future-in-Focus-2018 .S. desktop usage.comscore.S..

with approximately 150 225 billion hours logged in-app in Q4 of 2017.com/en/insights/market-data/app-annie-2017-retrospective/ .4. China led the pack in terms of time spent in-app. Q4 2017 Aggregate Mobile Time by Country Paints a Slightly Different Picture 200 According to App Annie. the app market in China should be at 0 the very least considered as a way of growing China India USA Indonesia South Korea Japan Germany Spain UK France the user base (and total engagement activity) of your app. India (the country with the next-largest total time spent in-app) 50 logged fewer than 50 billion hours in 2017’s Q4.1 *On Android phones | 180 1 https://www.appannie. Hour (billions) 100 To put this in perspective. Clearly.1 | Engagement Mobile Growth Handbook | Third Edition Total Time Spent in Apps in Select Markets.

2017 Countries with the Most Apps Installed and Used Per Month 100 It’s also critical to consider gaps in mobile user conversion and where they occur.com/en/insights/market-data/app-annie-2017-retrospective/ .appannie. India sees more apps used per user per month. and France—are 25 the country with the most apps used. South Korea. While India boasts fewer than 80 apps downloaded 0 per user (compared to China and Japan’s 100+ India China Brazil Indonesia South Korea USA Germany France UK Japan Mexico each).1 Apps used Total apps on phone | 181 1 https://www. the United States.1 | Engagement Mobile Growth Handbook | Third Edition Monthly Number of Apps Used and Installed: Smartphone Users in Selected Markets.4. Japan. Chinese and Japanese users download more apps but spend time in fewer apps. App Annie’s 75 monthly average app installation and usage data suggests that none of the countries with 50 the most apps installed—China.

1 | Engagement Mobile Growth Handbook | Third Edition Point Allocation to Re-Engagement by Company Size Mobile Growth Priorities: Re-Engagement 40 Similar to levels of priority assigned to Conversion. levels of priority assigned to 30 Re-Engagement by experts surveyed for the 28.2 27. .11 mid-size apps than they were for small apps and large apps.4 Mobile Growth Industry Report were lower for 20 23.9 20.7 27.4.1 10 0 <10k 10k-50k 50k-200k 200k-1m >1m | 182 1 Branch’s 2018 Mobile Growth Industry Report.

2% Emails that mobile experts across company verticals and growth stages most often employ push notifications and emails to drive mobile user 49. .3% Social Media re-engagement.4.1 37.0% Other | 183 1 Branch’s 2018 Mobile Growth Industry Report.1% Push Notification Data collected from experts surveyed for the 2018 Mobile Growth Industry Report suggests 64.3% Retargeting Ads 6.1 | Engagement Mobile Growth Handbook | Third Edition What Are the Tactics Your Team is Using to Get Your Mobile Users to Re-Engage? Tactics for Triggering Mobile Re-Engagement 70.

The work becomes recreating that magic and keeping those users coming back.” | 184 .1 | Engagement Mobile Growth Handbook | Third Edition Kaitlyn White DIGITAL EXPERIENCE “There’s tremendous value in releasing an app with a bang. knowing we can’t resort to huge giveaways every quarter or every month.4.

But don’t worry—we’re here to break is concentrated within the top 200 apps.smartinsights. into surmountable areas of one thing is clear. and platforms can be an incredibly daunting reports that 70% of total mobile app usage centering acquisition.com/us/en/insights/news/2015/so-many-apps-so-much-more-time-for-entertainment. prioritizing user experience through every stage of mobile app development and growth is no easy feat.2 If strategies around user experience is a strategic it down for you.html .nielsen.1 | Engagement Mobile Growth Handbook | Third Edition Challenges with Existing Engagement Strategies Although SmartInsights reports that 89% of While there is. and that there’s nowhere this is mobile apps. Nielsen app into the next irresistible sensation. and referral thought. However. quarters of growth yet.com/marketplace-analysis/customer-analysis/consumer-media-device-use/ 2 http://www. unfortunately. it’s that mobile users play commonality among many of today’s leading optimization that are sure to drive your best favorites.4. Furthermore. no silver bullet user engagement at the core of campaigns and mobile media time is spent in mobile apps for mobile marketers looking to turn their tactics across all marketing channels rather than on the mobile web1. more true than in the realm of UX and resulting user engagement. keeping | 185 1 https://www. activation.

or another measure. product suggestion.” | 186 . subscription.1 | Engagement Mobile Growth Handbook | Third Edition Ashley Lewis VICE PRESIDENT OF PRODUCT MANAGEMENT “It’s not enough to clone the mobile website.4. you have to figure out how to leverage the app to drive a deeper relationship with your users. Whether via personalization.

that is. previous month. 97% of adults between 16-64 surveyed last year reported logging onto social media in the previous month.2 | Engagement Tactics: Social Media Mobile Growth Handbook | Third Edition Social Media 97% of adults between As we all know.4. 16-64 surveyed last year Eastern cultures. social media is only growth for mobile apps—when leveraged tightening its grip on both Western and correctly.1 Social media is expanding in its influence. Sprout reports that the reported logging onto average number of social media accounts per social media in the Internet user rose from 3 in 2012 to 7 in 2017.com/insights/social-media-statistics/#engagement . as well as in its potential for driving mobile | 187 1 https://sproutsocial.

com/statistics/269615/social-network-penetration-by-region/ . CONT: Social Media 100 There are many conflicting approaches that experts have suggested over the past few years 75 for mobile apps optimizing engagement from 70% 66% 64% 63% 59% social media. | 188 1 https://www.statista.1 25 The extent to which regions containing your 0 user base have been penetrated by social North America Northen Europe Eastern Asia South America Centreal America Southern Europe Western Asia Southeast Asia networks should define the prioritization you assign to social media in your engagement strategy and tactics.2 | Engagement Tactics: Social Media Mobile Growth Handbook | Third Edition Global Social Network Penetration at as of January 2018 (By Region). Let’s begin our exploration with a 56% 50 55% 55% look at which countries have the highest social network penetration rate.4.

We don’t run into the sorts of fraud issues we run into with other ads. Facebook has been our most successful platform.” | 189 .2 | Engagement Tactics: Social Media Mobile Growth Handbook | Third Edition Yakubu Agbese MOBILE GROWTH LEAD “In terms of engagement and retargeting.4.

and other social outlets to leverage your content to drive a discussion surrounding your brand. Utilize Twitter.” | 190 . they like being talked with.2 | Engagement Tactics: Social Media Mobile Growth Handbook | Third Edition Jeffrey Hunter CHIEF TECHNOLOGY OFFICER “Users don’t like being talked at. Facebook.4.

on its own. In fact.4.2 | Engagement Tactics: Social Media Mobile Growth Handbook | Third Edition 1 Brand any and all links posted on your mobile app’s social media pages. These are brands who integrate branded links into in fact deep links. studies show that Branch’s free Quick Links tool.branch. brands who do not.io/how-marketers-can-deep-link-from-social-media/ TIP! . There’s nothing like a branded link to inspire To create branded links. so you can configure social media posts enjoy substantially higher them to open to specific in-app content engagement rates (both in terms of clicks and directly (something that. can in terms of resulting app engagement) than be a significant driver of growth).1 | 191 1 https://blog. you can use your user to click.

For another. regards to user engagement) is in your control. For one and promotions—over three times the rate of prefer to receive thing. too. Marketing Sherpa found that 60% | 192 1 https://www. they are promotions. In a study of U. email marketing is permission-based— channels like social media and text/SMS.1 regular updates & when users sign up to receive emails. effectively inviting you to create and develop a However.marketingsherpa. marketers have more average of 30% of subscriber bases each control over email as a channel (compared to a year2—primarily as a result of changes in email middleman-run channel like Facebook). addresses and relevancy of email content.S. Lyris reports that brands lose an relationship. While it’s tough to control the first cause.4. that email is a well-regarded relevancy of your email content (especially in channel for messaging. email is one of the most of consumers prefer to receive regular updates important channels for driving growth.com/article/chart/how-consumers-prefer-to-receive-promotions 2 https://conversionxl.com/blog/email-engagement/ . consumers.3 | Engagement Tactics: Email Mobile Growth Handbook | Third Edition Email 60% consumers From a UX standpoint. the It’s clear.

but they’ll open emails first on their phone. Whoever thinks otherwise is silly. People open email on their phones more than on desktop—they might click later on desktop.4.3 | Engagement Tactics: Email Mobile Growth Handbook | Third Edition Eliza DeMarseilles MOBILE PRODUCT MANAGER “Email is a mobile channel.” | 193 .

Personalization has never been more Depending on your industry and your important to both users and brands than it business goals.com/blog/email-marketing/7-ways-boost-engagement-email-marketing-campaign/ . | 194 1 https://www. As the sophistication of personalized the most important metric to track when it emails from certain brands has increased. More than ever. email open rate is perhaps is now. and more—can TIP! are getting archived on mobile with a simple strongly improve email open rates. blanket emails or activity anniversaries).springbot.3 | Engagement Tactics: Email Mobile Growth Handbook | Third Edition 2 Leverage personalization to optimize marketing email performance.4. comes to marketing email performance. by email sophistication and personalization has important milestones (like birthdays also increased.1 swipe of a finger. consumers’ overall expectation threshold for Personalization—by location and time.

MOBILE APP “You can have a great idea for an email. and you can get all your promo codes and CTAs in a row.3 | Engagement Tactics: Email Mobile Growth Handbook | Third Edition Dylan Chin SENIOR MARKETING MANAGER .” | 195 .4. you can set up sophisticated testing and targeting. but if you don’t spend enough time on the actual creative of the email. you won’t see the ROI.

They peak. and you can convert newsletter subscribers.” | 196 . they peak again. Keep riding the peaks. and then when you think they’re done. look at them as international love affairs.3 | Engagement Tactics: Email Mobile Growth Handbook | Third Edition Zoe Soon GENERAL MANAGER OF APPS & EMAIL “Instead of looking at newsletters as big lists to import.4.

which notify users who have marketing engagement guide.3 | Engagement Tactics: Email Mobile Growth Handbook | Third Edition 3 Leverage email replenishment campaigns to boost engagement. are encouraged to repurchase (or “replenish”). | 197 1 https://branchoutsf. and adding personalized case. SpringBot suggests tremendous success with replenishment successful replenishment emails in its email enhancing replenishment emails by campaigns.1 This is such a successful tactic for including shipping and delivery. touches to your emails as seen fit.4. SpringBot then TIP! simultaneously appreciate the reminder and suggests streamlining the re-order process.2 First. analyzing purchased subscription-based products (in this suggests figuring out how long each of your results.com/sessions/panel---rethinking-growth--retention-in-the-mobile-age---strategies-for-commerce-startups-and-companies-at-scale/ 2 https://www. as a means appropriate brands because email recipients of optimizing email timing. running low.springbot.com/blog/email-marketing/7-ways-boost-engagement-email-marketing-campaign/ . shaving products) when they are likely routine-based products will last users. Brands like Dollar Shave Club have seen SpringBot introduces a three-step plan for Finally. through such means as deep linking. SpringBot continually A/B testing.

Build a welcome series for your new users and an activation series for your dormant ones.4.3 | Engagement Tactics: Email Mobile Growth Handbook | Third Edition Sue Cho DIRECTOR OF EMAIL MARKETING “The easiest win you can enact is creating email automations.” | 198 .

you’ll be effectively reminding them to cancel!” | 199 . be very mindful of who you contact and when. Don’t contact users who aren’t engaging who are within a month or so of renewal.4.3 | Engagement Tactics: Email Mobile Growth Handbook | Third Edition Dun Wang VICE PRESIDENT OF PRODUCT & GROWTH “If you’re a subscription app. Every time you contact them.

4. offer them some incentive to stay—and add friction to your cancelation process—based on the data you’ve collected. and determine when that point is.” | 200 .3 | Engagement Tactics: Email Mobile Growth Handbook | Third Edition Reyana Fayyaz SENIOR PRODUCT MANAGER “Look at the behavior of users right before they leave you. Then.

representing a 171% increase in engagement—and 30-day retention increases from 17% to 44%.4. | 201 1 http://www. Furthermore. according to Localytics.com/half-of-digital-media-time-is-spent-in-five-apps-2017-8 . That’s a 16% jump from 2016.4 | Engagement Tactics: Push Notifications Mobile Growth Handbook | Third Edition Push Notifications 43% of app users eMarketer reports that users are more willing 10 1 2 to accept push notifications than ever before. said they often or In 2017. users who have enabled push notifications open an app an average of 9.1 1 20 3 push notifications. 43% of app users said they often or always agree to an always agree to an app’s request to send push app’s request to send notifications.3 more times per month than those who don’t.businessinsider.

email feels more appropriate.4 | Engagement Tactics: Push Notifications Mobile Growth Handbook | Third Edition Chantal Cox SENIOR PRODUCT MANAGER “Push notifications are ideally for something that’s time-sensitive. Both can work together.4. When there’s no urgency.” | 202 .

Don’t be afraid to try it!” | 203 . relevant emojis to high-performing emails and push notifications has effectively doubled our open rates and click rates.4 | Engagement Tactics: Push Notifications Mobile Growth Handbook | Third Edition Swami Saxena PRODUCT MANAGER “Adding strategic.4.

Each push notification you send is effectively sent. and can 50% jump from tap rates for pushes sent in even provoke them to uninstall or disable the mornings or evenings.4. timing.4 | Engagement Tactics: Push Notifications Mobile Growth Handbook | Third Edition 1 Timing. timing.1 busy during the time push notifications are | 204 1 https://marketingland. an opportunity to directly and immediately Localytics reports that Tuesday.com/study-send-push-messages-afternoons-tuesday-friday-107634 . if your users are asleep or travel and lifestyle apps. interact with your consumer. Maximize reception by optimizing the learning from the masters of push— TIP! timing—after all. With push notifications. Localytics suggests push. they’re far less likely to interact with them. timing is everything. but sending too and Thursday afternoons are ideal times to many push notifications can discourage your send users push notifications. with nearly a users from engaging with your app. Wednesday.

resulting in an increase of 10% in our iOS push opt-in rates (40% to 44%). SmartNews leveraged in-app messages.” | 205 .4 | Engagement Tactics: Push Notifications Mobile Growth Handbook | Third Edition Fabien Nicolas HEAD OF MARKETING “To optimize user push opt-in rate on iOS. Each user got re-engaged about the benefits of opt-in for breaking news. targeting all opt-out users after 3 sessions.4.

sub-par user experience.com/push-notifications-to-boost-engagement/ . As Aaron Agius writes for Kissmetrics’ blog.”1 It’s TIP! that restates what an email sent to your users your responsibility to deliver valuable an hour prior conveyed. timely. repetitive.4. for instance. efforts orchestrated through other marketing channels and platforms.4 | Engagement Tactics: Push Notifications Mobile Growth Handbook | Third Edition 2 Even the best push notifications need to be synced with other marketing channels and platforms. treat this as a privilege. “If someone opts in to receiving push notifications What do we mean by this? Sending a push from you.kissmetrics. delivers a notifications that drive growth! | 206 1 https://blog. It’s true: even the most relevant. Even worse clearly valuable push notifications need to would be a push notification that contradicts be consistently coordinated with user-facing recently-received marketing communication.

| 207 .4. The norm for accepting standard push notifications is 32% (though this varies across industries). though—studies show that communicating the value of push notifications in conjunction with an 32% 50% TIP! aesthetically-pleasing request interface can raise the opt-in rate to 50%.4 | Engagement Tactics: Push Notifications Mobile Growth Handbook | Third Edition 3 Optimize the request to send push notifications. Don’t get discouraged.

Understand the user before deciding which pushes to send.4.4 | Engagement Tactics: Push Notifications Mobile Growth Handbook | Third Edition James Chan MOBILE MARKETING MANAGER “Here at Udemy. They didn’t need the handholding our push notifications were providing.” | 208 . our app users are our most dedicated users.

” | 209 . but—depending on your success with push enablement—it may be like when a tree falls and there’s nobody there to hear it. we’re focused on that moment of convincing a user to enable pushes. For the Wall Street Journal and Barron’s.4 | Engagement Tactics: Push Notifications Mobile Growth Handbook | Third Edition Peter Gray DIRECTOR OF PRODUCT OPTIMIZATION “Everyone gets excited about push notifications.4.

desired in-app behavior (and. As with most marketing tactics that are less conventional in nature. Contests you can’t drive substantial mobile growth by successful way of and giveaways can also be a highly successful offering a chance at a prize that’s resonant incentivizing way of incentivizing your users to complete a and relevant.5 | Engagement Tactics: Incentivization and Community Mobile Growth Handbook | Third Edition Incentivization and Community Contests & giveaways Whether digital or in-person. triggering in-app engagement)—if planned and executed correctly. the potential for events.4. and contests to go awry is the core of the most successful communities seemingly ever-present. in doing so. events are at giveaways. your users. but that doesn’t mean can also be a highly founded and started by digital brands. | 210 .

or one experience (for example. experiences are shown to of the prize.1 initially yet ultimately momentary. offer an experience (rather than a product) for a giveaway or contest. rather than when separated.instantencore. | 211 1 https://blog. what a higher appreciation on elements of a larger would you prefer. whereas the appreciation TIP! garner greater response and interest than period of standalone items is intense standalone products of equivalent value. an entire experience. After all.com/2017/08/08/using-contests-to-increase-app-downloads-and-engagement/ .4. and two tickets to a performance or event) when By their very nature. opportunities to actively reflect on the source Furthermore. InstantEncore reports that consumers place This isn’t entirely surprising. a restaurant gift card.5 | Engagement Tactics: Incentivization and Community Mobile Growth Handbook | Third Edition 1 When possible. a weekend getaway standalone reward? with a hotel room. experiences create combined.

which improves the chances that you’ll build traction via word-of-mouth. You’re able to make an impact by making a memorable experience.5 | Engagement Tactics: Incentivization and Community Mobile Growth Handbook | Third Edition Elizabeth Kinsey MARKETING DIRECTOR “In-person events can play a big role in your overall marketing strategy.” | 212 .4.

(especially on mobile. if you ask for information any marketing or tracking purposes. less can truly be entrants deem as too much. When it comes to maximizing entry-form fills Don’t forget that. where typing anything TIP! beyond name and email address is perceived Finally. but build trust with entrants.4. Keep in mind that most people will be get skeptical—not only of the opportunity.1 you’re requesting the appropriate permissions to use information for | 213 1 https://blog.instantencore.com/2017/08/08/using-contests-to-increase-app-downloads-and-engagement/ . for a contest or giveaway. Be sure almost definitely pay off. they could easily This forthright approach can further more. it’s important to confirm that as a hassle).5 | Engagement Tactics: Incentivization and Community Mobile Growth Handbook | Third Edition 3 Optimize entry-form fills for all devices by asking the minimum necessary of your entrant. and will focused on inputting information quickly— also of your brand and app as a whole. there’s nothing like a long list of required to interrogate each ask of entrants to confirm information to skyrocket entrant bounce rate every aspect of the form truly is necessary.

seek out an opportunity and open up.5 | Engagement Tactics: Incentivization and Community Mobile Growth Handbook | Third Edition 4 Participate in an event to connect with users and potential users. | 214 . If you or a team member has a unique Stay in touch—you never know when a seat perspective on a relevant and engaging topic on a panel or a slot in a speaking series could of discussion. You should aim to be the first contact platform to speak. Feeling stuck and devoid of such opportunities? Try attending events catering to your area TIP! of expertise and speaking with an event coordinator prior to or following the event. that comes to their minds.4.

4. In-person conversations keep you focused on what truly matters: your customer.5 | Engagement Tactics: Incentivization and Community Mobile Growth Handbook | Third Edition Brendan Quinn MOBILE PRODUCT MANAGER “There is nothing better than meeting your customers in person.” | 215 . Meetups and conferences are the ideal way to have in-depth personal connections with users.

but ceive enhanced opportunities to interact with aren’t sure whether your app will resonate.4. event attendees. sponsor an event to test the waters. If you are interested in moving into a new your app—especially since sponsors often re- industry or targeting a new audience. sponsor an event similar to one you hope to host in the future.5 | Engagement Tactics: Incentivization and Community Mobile Growth Handbook | Third Edition 6 If you’re new to an industry. This will give you a realistic look into how this TIP! industry or market will view and respond to | 216 .

4. It was great to teach our team. explore out in the field.5 | Engagement Tactics: Incentivization and Community Mobile Growth Handbook | Third Edition Kimberly Kalb GROWTH MARKETING “Early on.” | 217 . how to empathize with our users. from day one.

4.5 | Engagement Tactics: Incentivization and Community Mobile Growth Handbook | Third Edition

James Meeks
HEAD OF MOBILE

“Be careful when pairing loyalty programs with promos—you may attract the
wrong kinds of customers, the ones that bounce after one use. But if you’re
careful, loyalty programs and promos can work.”

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Henry Yan
PRODUCT MANAGER

“Community building doesn’t stop with incentives. Investing in making your app’s
platform safe and trusted will lead to meaningful long-term growth. When there
are inappropriate messages on the platform, LinkedIn makes it very easy for users
to discontinue and report the conversation.”

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4.6 | Engagement Tactics: Deep Linking Mobile Growth Handbook | Third Edition

Deep Linking

Deep links can be When a link opens your app, it should deep channels and platforms, including social
link directly to the specific content in the app media, email, push notifications, and more.
integrated into most
that the user was expecting—even through Using traditional hyperlinks in an app-centric
(if not all) marketing
the install and onboarding processes. This mobile world guarantees that your users won’t
channels and platforms. increases conversions and engagement be getting the seamless and personalized user
because it provides a better, faster experience they’re getting in apps that have
user experience. incorporated deep linking. Ultimately, avoiding
deep links can slow even the most promising
Most mobile experiences are far less intuitive, mobile apps’ growth and ultimately lower
however, even though deep links can be engagement and retention rates.
integrated into most (if not all) marketing

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1 Leverage the power of deferred
deep linking.
Deferred deep links are mobile hosted links Fingerprinting works by generating a This enables marketers to achieve
that are able to take the user to the intended “fingerprint” of a web user, consisting of a true cross-platform attribution,
content through the install process, basically device’s IP address and user-agent, and giving better matching between link
matching the user who clicked a link in a paid generating another fingerprint when a user licks and app opens. Click here to
or organic channel to the user who opened opens the app. Advanced techniques like get started with deferred deep links
the app for the first time after installing it. People-Based Attribution have moved fueled by People-Based Attribution.
Historically, this has been done through beyond fingerprinting to leverage a

TIP!
fingerprinting. unique Identity Graph that matches a
device’s unique browser identifier to
its unique app identifier.

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2 Incorporate deep linking into your
mobile app’s onboarding flow.
User retention begins at the moment of Branch simplifies the custom onboarding
acquisition. The hard truth is that most app process by maintaining your users’ orginis
downloads are shortly followed by an over the course of the install process. This is
uninstall. This initial usage hurdle is nearly the basis of deferred deep linking—this data
as big an obstacle as getting the user to allows our partners to create personalized
download in the first place. As mobile messaging and content for elegant and
marketers, you need to give newly-acquired personalized user experiences. This is

TIP!
users the best possible first impression of an easy way to introduce customized
your app. experiences into your app.

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Bryan Davis
PREVIOUSLY SENIOR MANAGER OF AUDIENCE DEVELOPMENT

“Optimize for a user’s potential purchase or upgrade from the very beginning
of the relationship. Make sure you’re conveying the value of paid experiences
in your app, and make sure you’re giving that the same prioritization that you’re
giving the app itself.”

| 223

1 In fact. marketing through email achieves $44 in ROI relevant or requested in-app content (rather for every $1 spent. | 224 1 https://www. email It’s simple: without deep linking. NewsMax reports that emails. Clearly. email links You can click here to learn more marketing has proved the highest-performing break for app users opening your marketing about how Boxed increased its marketing channel in terms of return on emails on mobile devices. According to CampaignMonitor. the is deep linking necessary? stakes couldn’t be higher.campaignmonitor. With deep linked conversion to purchase rate by investment. email In a world where user attention spans marketing is thriving as a channel—so why are growing shorter by the day. you can route mobile users directly to 133% with deep linked emails. TIP! (up from 20% in 2011).4.2 Over 70% of emails are than dropping link-clickers at the homepage.com/FastFeatures/email-marketing-responsive-advertising/2015/04/16/id/639009/ . now opened on mobile rather than desktop as is customary with traditional links).6 | Engagement Tactics: Deep Linking Mobile Growth Handbook | Third Edition 4 Incorporate deep linking into your mobile app’s email marketing channel.newsmax.com/resources/guides/why-email/ 2 https://www.

” | 225 . resulting in significant performance improvements across the board.6 | Engagement Tactics: Deep Linking Mobile Growth Handbook | Third Edition Alex Macintosh PRODUCT MANAGER (GROWTH) “We strive to deliver the best possible user experience from the app. and [integrating deep links] has allowed us to easily optimize user flows from almost every product and marketing channel.4.

6 | Engagement Tactics: Deep Linking Mobile Growth Handbook | Third Edition William Fong CO-FOUNDER & CTO “The Branch deep linking platform has been critical to driving and retaining our users in the native app.4.” | 226 . where there’s an order of magnitude higher purchase rate than on mobile web.

specific location-based users excited about a new feature or content. well-written notification that gets new app features. Emily Bonnie writes. and more. in-app promotion incredibly effective in engaging users.”1 to learn how to integrate deep links TIP! into push notifications. Incorporating deep links into push notifications enables mobile | 227 1 https://clevertap.6 | Engagement Tactics: Deep Linking Mobile Growth Handbook | Third Edition 7 Incorporate deep linking into your mobile app’s push notifications. But a landing pages. personalized push message can be directly to specific products. promotion only to drop them on the home abandoned carts. For the CleverTap blog. breaking news articles or content. We couldn’t agree more. marketers to link from push notifications “A timely.com/blog/boost-push-notification-engagement-with-mobile-app-deep-linking/ . You can click here screen? Talk about a wasted opportunity.4. in-app landing pages explaining targeted.

com/2017/11/24/black-friday-deals-net-640m-in-sales-so-far-mobile-60-of-all-traffic/ TIP! . Adobe’s VP of marketing and insights.techcrunch.” said Mickey Mericle.”1 experiences. “Shoppers looking for | 228 1 2 https://beta.com/2017/11/24/black-friday-deals-net-640m-in-sales-so-far-mobile-60-of-all-traffic/ https://beta. Retailers know this is where the the deal on mobile.4. and are delivering better conversion last season. We saw better mobile audience is now. at 10+% growth. “The big story this holiday season is in mobile discounts are getting better at quickly closing shopping.techcrunch. the gap between mobile traffic and revenue is closing.7 | Engagement Tactics: Holiday Season Mobile Growth Handbook | Third Edition 8 Refine your mobile user engagement strategy for the Holiday Season long before the Holiday Season begins. On Thanksgiving and Black Friday.

it’s crucial to understand Which source(s) actually converted into orders Did some channels lead to better users that which digital channels have been the most at the highest rates last year? stayed with you during the year and historically successful for your app and brand. Mobile Growth Handbook | Third Edition Four-Phase Plan for Optimizing Holiday Season Mobile Performance Phase I: Analyzing Data Collected from Previous Years In order to design and implement an all-star What do we mean by successful? holiday season mobile strategy. mobile web. continued to return? What was the average order size by channel last year? Do your app users convert better overall than your web users? How did your holiday traffic perform across platforms (namely. it’s important Which channel(s) drove the most holiday traffic How did holiday traffic compare to retention to get off on the right foot—and in order to get for you last year? rates? off on the right foot. iOS. and Android) last year? | 229 .

users with this content—or with content you Then. see where you rank who grills”. For instance. header. Organic traffic is an copy changes.4. and research what to rank for “best Christmas gifts for the man keyword search volumes in your industry or in your life who grills”. optimize blog posts from throughout the create for promotion and distribution. and other for holiday search SEO. You can even re-target category were last year during the holidays. mobile-friendly as can be. | 230 . you can make slight modifications on keyword analysis tools.7 | Engagement Tactics: Holiday Season Mobile Growth Handbook | Third Edition Phase II: Optimize Existing Content for the Holiday Season Re-target users with It’s important to re-optimize existing content year with simple title. if you have content that ranks in for promotion and Once you’ve ensured your website is as a search for “best gifts for the man in your life distribution. this content—or with incredible free source of traffic that you can content you create tweak and leverage during the holidays.

Twitter. and other forms of (based on search terms and volume). will be a significant factor in We’ve seen holiday shopping guides for each driving engagement. | 231 . Pinterest. From blog posts to promoted content drive high rates of engagement from targeted driving engagement. These pages also have the potential to be a significant factor in readers. Snapchat. truly the social media—just keep in mind that imagery possibilities are endless! for these posts. industry of eCommerce brands do quite well. (based on interest groups) to AdWords ads Instagram.4. as is the case with most social media campaigns. to landing pages to webinars to Facebook ads audiences on Facebook.7 | Engagement Tactics: Holiday Season Mobile Growth Handbook | Third Edition Phase III: Create Holiday-Specific Content for Promotion and Distribution Imagery for these will You should allow a 45-day window for this provided the landing pages are optimized for content to take hold and take effect among SEO.

it’s critical and personalized to focus on providing deep linking and onboarding.1 | 232 1 https://blog. to ensure you’re encouraging holiday shoppers to follow through on purchase and conversion intent! For more holiday season mobile tips.7 | Engagement Tactics: Holiday Season Mobile Growth Handbook | Third Edition Phase IV: Optimize Your Brand’s Mobile App for Mobile Purchases It’s critical to focus on In addition to leveraging coupon codes and converting desktop or mobile web traffic providing deep linking into app users with smart banners.branch. personalized onboarding.4.io/the-ultimate-holiday-season-mobile-growth-guide-for-ecommerce-apps/ . check out our Ultimate Holiday Season Mobile Growth Guide.

NORTH AMERICA “Apps in seasonal industries: fear not. the off-season is filled with rumors. In sports.7 | Engagement Tactics: Holiday Season Mobile Growth Handbook | Third Edition Nadav Melnick DIRECTOR OF PRODUCT . There are always opportunities to engage with users if you look hard enough.” | 233 .4. We’re not afraid of what happens during the off-season.

” | 234 .8 | Summary Mobile Growth Handbook | Third Edition Jay Garg GROUP PRODUCT MANAGER. GROWTH “You can bring people back into the app. but it may not mean anything for them—or you. Think beyond isolated engagement KPIs.4.

4. The engagement will come.8 | Summary Mobile Growth Handbook | Third Edition Daniel Alvarez DIRECTOR OF PRODUCT “Become part of your user’s daily routine.” | 235 .

Mobile Growth Handbook | Third Edition 2018 REFERRAL 5 .

the most successful mobile-savvy platforms have created referral and sharing flows that span mobile web. sharing and referral tracking between the two and the several different OS platforms is unquestionably broken. | 237 . Android. Mobile Growth Handbook | Third Edition Unpacking Mobile App User Referrals The Importance of a Referral Marketing Strategy As the mobile ecosystem’s fragmentation has deepened. Regardless of which choice is made. and desktop platforms. mobile brands have felt increasing pressure to choose between the mobile web and the mobile app. In 2018. iOS.

com/blog/15-referral-marketing-statistics-you-need-to-know/ . In its annual Global Trust in Advertising Report. From e-Commerce to gaming. Nielson reported that referral marketing outperformed every other marketing channel across every single demographic.5. mobile marketers and Boomers Silent Gen product professionals are investing more and more in sharing and incentivization referral 80% 79% mechanisms. mobile referrals are becoming more important to mobile brands at all stages of growth and across all verticals.1 | Referral Mobile Growth Handbook | Third Edition Referral Marketing—What’s the Big Deal? Who trusts referral advertising? With user acquisition costs rising across the Gen Z Millennials Gen X 83% 85% 83% board.extole.1 | 238 1 https://www.

one-two punch of a reward.extole.com/wp-content/uploads/2015/03/Extole_Fact_vs_Fiction_ePaper. and that they report a 69% faster close time on sales.5.extole. Influitive reports that B2B companies with referrals enjoy a 70% higher conversion rate than those who don’t have referrals.com/blog/infographic-17-stats-about-b2b-referrals-you-should-know-but-probably-dont/ 3 https://www. “Referral is just the tip of the empirical evidence programs combine a seal of approval with the they won’t even try a iceberg. however.com/blog/15-referral-marketing-statistics-you-need-to-know/ .”3 product if their friends don’t approve of it first.2 | 239 1 https://www.pdf? 2 https://influitive.1 | Referral Mobile Growth Handbook | Third Edition CONT: Referral Marketing—What’s the Big Deal? 28% of millennials say Nielsen’s favorable view of referral marketing As Extole’s Chris Duskin writes. Extole reports that 28% of millennials say they won’t even try a product if their friends don’t approve of it first.1 In fact.

| 240 1 .8% Events 21.3% Paid Influencers 17.1 | Referral Mobile Growth Handbook | Third Edition Which Tactics is Your Team Using to Build Virality on Mobile? Tactics for Triggering Mobile Virality 48.5% Incentivized referral program and organic growth.1 32. app content sharing and incentivized referrals came out on top.5.4% App content sharing When Branch asked mobile experts which tactics have led them to success with virality 47.2% Other Branch’s 2018 Mobile Growth Industry Report.

5. you can figure out where to focus.1 | Referral Mobile Growth Handbook | Third Edition Jules Walter PRODUCT LEADER (GROWTH) “At the core of our success with referrals has been our firm commitment to optimizing the process.” | 241 . Once you have a clear metric and you have the problem space.

savvy users Oftentimes. however. Creative | 242 1 https://www. not to with product features—for example.extole. the ability mention difficult to optimize. however. through the referral process. as Duskin A few years ago.com/blog/15-referral-marketing-statistics-you-need-to-know/ . personalizing and necessitates optimizing the building of have been overexposed to referral programs. “referral marketing is an avenue for friends to join an app was still a relative special experience in an app if you participate building trust with new customers of all ages”1.5. If. optimizing referral marketing strategies did really well. streamlining the referral process itself is an trustworthy brand-user relationships afterthought. monetary incentives are not enough referral link has greatly decreased. In this day The inclination to both share and click on a and age. but to build trust with users. incentivizing users to invite to play a game with your friends or get a writes. improve user experiences. if even a thought at all. arbitrage opportunity—the first few companies as a group rather than as an individual. In 2018.2 | Challenges with Existing Referral Strategies Mobile Growth Handbook | Third Edition Challenges with Existing Referral Strategies Driving organic growth is never easy. by merging referrals particularly difficult to execute. Trust comes marketers focus on sharing as a way to referral marketing strategies can become with experiences.

is the ability to always know. One of the largest challenges system build on automatically trackable links rewarding them is not with implementing a referral system that works simplifies and unifies the user experience.5. an easy feat. who got that user to buy something. who referred whom—who got a user to install an app. but are hard to share and create | 243 .2 | Challenges with Existing Referral Strategies Mobile Growth Handbook | Third Edition Challenges with Existing Referral Strategies Tracking referrers and Tracking referrers and rewarding them is inconvenient user experiences. Unique coupon codes can work. regardless of the platform. and so on. while a referral not an easy feat.

users. unfettered success. platforms. further complicating the process of attribution (rather than people-based rendered it harder to delivering personalized experiences that attribution) aren’t identifying users they could identify multi-channel delight and impress new users. and devices in your They also aren’t realizing what tactics are or growth marketing stack. If you can’t be identifying.2 | Challenges with Existing Referral Strategies Mobile Growth Handbook | Third Edition Challenges with Existing Referral Strategies Widespread Widespread channel and platform Mobile brands relying on legacy attribution fragmentation has rendered it harder to models are finding that referral marketing channel and platform identify multi-channel and multi-platform strategies with fingerprinting or cookie-based fragmentation has users.5. all the channels. you’re not setting aren’t working.io/attribution/ .1 | 244 1 https://branch. and thus are missing out on and multi-platform recognize prospective and existing users across insights and relationship-building moments. learning from their mistakes. and—as such—they aren’t yourself up for true.

com/articles/josh-elmans-double-viral-loop . the double viral loop posits that you can increase the engagement of both the referring user and the referred user with the offering of a contextualized referral experience. leading to enhanced engagement from the referring user (in this case.5. User B User B engages in app shares the app | 245 1 https://growthhackers. User A). User B In essence.3 | The Main Drivers of Virality Mobile Growth Handbook | Third Edition User A engages User A in app shares app The Double Viral Loop The concept of the double viral loop was first described by Josh Elman. the referring user is notified as the downloads app referred user onboards and engages. When it comes to Double viral User B Referral loop clicks on link mobile apps.

Two-sided referrals optimize user sharing because they provide benefits for both the referrer and the referred. Integrating both into your referral marketing strategy can help optimize your referral plan for maximum TIP! mobile success.3 | The Main Drivers of Virality Mobile Growth Handbook | Third Edition 1 Incentivize virality with one-step sharing and two-sided referrals. | 246 .5. One-step sharing optimizes user sharing because it truncates the effort required to share.

happier emotions and high-arousing emotions elicit more shares.io/from-k-factor-to-emotion-what-makes-an-app-go . As a reminder. | 247 1 https://video. Tapping into emotion and ego or offering strategic user incentives can work wonders for driving virality and.51 linking. and content that feeds the ego of its reader can also drive virality. and appeal to ego. use emotion.5. mobile growth.branch.3 | The Main Drivers of Virality Mobile Growth Handbook | Third Edition Your Vocabulary Ranks in the 99th Percentile! The Main Drivers of Virality App content should incentivize virality. thus. You Low High can capitalize on content’s inherent virality by creating a seamless referral flow through deep Top .

| 248 . a user of The League can refer a friend to install the app. and relevant. The League rewards active users with a special VIP ticket that allows one friend to skip the waitlist and onboard straight into the app.4 | The Best Incentives for Mobile Referrals Mobile Growth Handbook | Third Edition The Best Incentives for Mobile Referrals The best incentives are resonant. thus allowing The League to generate hype and drive more installs. In order to move up the waitlist. Let’s look at an example. scalable.5.

4 | The Best Incentives for Mobile Referrals Mobile Growth Handbook | Third Edition The League’s Referrals Strategy: Under the Hood +30% +31% 2x The League uses contextual deep links enabled by Branch to scale link generation.5. signups for referred users. referred users. are automatically applied and new and existing users see personalized experiences without the need for promo codes. rewards user referrals. referral Boost in Increase in Increase in tracking. | 249 1 https://branch. reward attribution. and even a 2x increase in engagement among referred users. and credit installs through conversions to engagement for balance. With deep linked referrals.io/referral/ . The League quickly saw significant increases in app installs and conversion to signup.

4 | The Best Incentives for Mobile Referrals Mobile Growth Handbook | Third Edition The Best Incentives for Mobile Referrals Blackbox. Blackbox creator Ryan McLeod was able to reliably and scalably track and reward referring users and referred users without the use of promo codes. By leveraging Branch’s contextual deep links. a free iOS puzzle game for practicing creative thinking. offering free puzzle hints to those users who successfully referred users.5. approached the issue of referral incentivization slightly differently. | 250 .

Promotions are a surefire way to drive growth across a vast Click here to learn how to provide your users array of marketing channels. Throughout commerce history. through the use of coupons. promo codes. however. including email.4 | The Best Incentives for Mobile Referrals Mobile Growth Handbook | Third Edition 1 Automatically apply coupons and promo codes to marketing links. across all channels. you risk losing across industries and growth stages have each user who tries to dig through previous created wildly successful product promotions emails or texts to find original coupon codes.5. | 251 . with links that automatically apply these web-to-app (or app-to-app) smart banners. companies With promo codes. TIP! and social media.

” | 252 .5.4 | The Best Incentives for Mobile Referrals Mobile Growth Handbook | Third Edition Ankur Prasad HEAD OF MARKETING. AMAZON APPSTORE “Be careful—monetary incentives are the crutch that limits marketing creativity.

These are the people most dedicated to your app who are usually quite eager to share their opinions. You can identify them quantitatively.4 | The Best Incentives for Mobile Referrals Mobile Growth Handbook | Third Edition Dekker Fraser PRODUCT MARKETING “Leverage your superconsumers as much as possible.” | 253 .5. but ultimately you need qualitative interviews to fully understand their needs.

5.4 | The Best Incentives for Mobile Referrals Mobile Growth Handbook | Third Edition

Ryan McLeod
CREATOR

“Poorly customized placeholder text can be a barrier to sharing something,
and few apps customize or optimize placeholder text. Few of us would
write, ‘I scored 42 in Grouchy Penguins! Can you beat my score??’, so why
offer that as the default?”

| 254

5.4 | The Best Incentives for Mobile Referrals Mobile Growth Handbook | Third Edition

Who Should Receive Incentives?

It is better to reward When building a referral marketing strategy, This is not to say that all referrals require an
one of the largest hidden variables to consider incentive, however. As mentioned earlier,
the referred user rather
is the allocation of referral incentives across games and social apps are using shared
than the referring user.
referring and referred users. Depending on experiences and in-game mechanics instead of
factors such as the strategy, the growth stage material gifts as incentives to gain traction.
of the app in question, and the budget in
question, sometimes rewarding both users just
isn’t feasible. In these cases, it is better to
reward the referred user rather than the
referring user.1

| 255 1
https://www.referralcandy.com/blog/referral-program-incentives/

5.5 | The Why and How of Influencer Tracking Mobile Growth Handbook | Third Edition

What is K-factor, and Why Does It Matter?

Track the influencers K-factor is the industry standard for or you could see some strange time-sensitive
measuring virality, so your mobile app’s responses.
that drive the most
k-factor is an indication of how successfully
installs, and incentivize
your app is virally growing. It’s computed by Track the influencers that drive the most
them with customized multiplying three conversions together: the installs, and incentivize them with customized
promotions. rate from download to activation, the rate from promotions. The founders of Branch struggled
activation to share, and the rate from share to to identify these very users when they built
new viral-driven download.1 their first app, Kindred. Once they understood
how important referral tracking was, they built
It’s important to note that time must be kept as a virality dashboard to help apps track keep
a constant during your calculation of k-factor, track of referral pulse.2

| 256 1
https://blog.branch.io/dissecting-app-virality-from-app-k-factor-to-how-to-use-emotion-to-drive-more-organic-app-downloads/
1
https://blog.branch.io/dissecting-app-virality-from-app-k-factor-to-how-to-use-emotion-to-drive-more-organic-app-downloads/

5.5 | The Why and How of Influencer Tracking Mobile Growth Handbook | Third Edition

Mobile Growth Model: 5% Increase in Retention
and Acquisition

Mobile Growth Modeling Calculator
200k
5% increases in retention and user acquisition
rates can lead to a 220,000 user increase over
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| 257

5.5 | The Why and How of Influencer Tracking Mobile Growth Handbook | Third Edition

Branch Influencer Dashboard

The Why and How of Influencer Tracking

It’s essential to measure which influencers are
driving ROI through personalized links tracking
shares, clicks, and installs. The Branch
dashboard features a Quick Links section
where you can provide customized tracking
links for your influencers.1

| 258 1
https://branch.io/quick-links/

5.6| Summary Mobile Growth Handbook | Third Edition

Rainer Leeb
HEAD OF PRODUCT

“Word of mouth—traditionally it’s tough to track, but you can
definitely make it easier for users to share with their friends. You
need to check out Referral tracking.”

| 259

6| Summary Mobile Growth Handbook | Third Edition Joe Binney VICE PRESIDENT OF PRODUCT ENGINEERING “Referral is a core part of our infrastructure.5.“ | 260 . your strategy needs to scale well. However you approach referral.

Mobile Growth Handbook | Third Edition 2018 ATTRIBUTION 6 .

has time spend now accounts for nearly 70% of all fundamentally disrupted that equilibrium. Mobile Growth Handbook | Third Edition Innovations in Mobile and Cross-Platform User Attribution What’s Changed? More than 75% of Before the mobile domination. desktop web As the Pew Research Center reported in 2017. provided a reliable platform for brands to more than 75% of U.S.com/Insights/Presentations-and-Whitepapers/2017/2017-US-Cross-Platform-Future-in-Focus? . adults reportedly own U.S. or 3 hours per day.com/report/Mobile+Moments+Transform+Commerce+And+Service+Experiences/-/E-RES115853 3 https://www. | 262 1 http://www.forrester.2 The total mobile mobile as a digital platform. Technologies developed during this increase from the 35% reported in 2011).3 Instead of the sole reliance on the web.S. consumers spend measure and attribute digital campaigns over 90 hours on their smartphones every relatively effectively.1 smartphone. however. time period enabled digital marketers to Forrester reports that U.comscore. adults reportedly engage with and convert consumers through at least one smartphone (a sharp and telling own at least one websites. consumers have quickly adapted to the new norm with smartphones.pewresearch.org/fact-tank/2017/06/28/10-facts-about-smartphones/ 2 https://www. digital media time. The introduction of month.

It enables ture of a given consumer’s journey requires legacy attribution solutions have largely failed advertisers and marketers to gain the right measurement solutions that can map the to evolve and adapt. and drive ROI. increasingly cross-platform and cross-channel. | 263 . The fluid na. is critical to every B2C business. whereas newcomers fail to achieve all of the above and more—you to tie app attribution back to the web.1 | Attribution Mobile Growth Handbook | Third Edition Challenges with Existing Attribution Strategies 1 The explosive growth of mobile has 2 Existing attribution solutions are limited. Measuring the true consumer journey devices. 3 A people-based approach to attribution is introduced widespread fragmentation across As consumer digital journeys become vital. and channels.6. across born in the age of the web fails to incorporate People-based measurement allows companies all touchpoints. native app activities. platforms. Attribution technology insights. entire digital footprint. optimize spend. can now integrate marketing efforts with confident reporting.

| 264 . Explore the whole list as a learning experience. to the makes sense. or build a launch plan that makes sense. steps you’ll need to build a marketing and PR strategy. Mobile Growth Handbook | Third Edition A Moment for New Apps App Launch and Attribution Strategy Build a launch plan that From the technology you should consider implementing when building your app. Branch’s App Launch Checklist is chock full of useful content.

” | 265 . User acquisition is much cheaper.2| A Moment for New Apps Mobile Growth Handbook | Third Edition Ben Lee CO-FOUNDER & CEO “One of our secret weapons for internal products is to launch on Android first. and you can publish app changes in hours instead of days.0 on Android. Then. acquire users cheaply. Launch a v1. revise the app for the iOS launch and subsequent iterations.6. and get feedback from them.

6. from metropolitan cities to college towns. so we could scale across cultures.2| A Moment for New Apps Mobile Growth Handbook | Third Edition Esther Park HEAD OF MARKETING & COMMUNITY “We tested five key diverse international cities before executing an international launch. really aiming to understand and identify the core differences.” | 266 .

You can get carried away with the number of tracks and the amount of lifecycle messaging for each customer. REVENUE “Make sure your team is ready for segmentation.6.” | 267 .2| A Moment for New Apps Mobile Growth Handbook | Third Edition Jeff Morris DIRECTOR OF PRODUCT.

2| A Moment for New Apps Mobile Growth Handbook | Third Edition Raquel Alexander SENIOR DIRECTOR OF GROWTH & MARKETING “Segments are dynamic.” | 268 .6. Tomorrow’s will look different.

DRIVER ACCESS “What is the narrative of your data? Try to understand the narrative as a starting point. testing. and then bring in the precision.2| A Moment for New Apps Mobile Growth Handbook | Third Edition Abhishek Kumar PRODUCT MANAGER. and refining into the journey.” | 269 .6.

6.2| A Moment for New Apps Mobile Growth Handbook | Third Edition Josh Elman VENTURE PARTNER “The plural of anecdote is data.” | 270 .

and other straightforward. Web attribution was possible because of Consumers relied on web browsers to access tools that captured certain user behaviors the web. the primary medium that billions of consumers the next in browsers. measures of user activity. the need for businesses Cookie-based web attribution allows marketers used to interact with brands. Direct Organic Search Email Link Display Ad | 271 .3 | The Evolution of Attribution: Stage 1 (Web) Mobile Growth Handbook | Third Edition The Evolution of Attribution: Stage 1 (Web) In the good old 2000’s. built on top of countless web pages connected by hyperlinks—those links Web Attribution just worked. measuring the and advertisers to track consumers’ digital to reliably track sources to their websites. conversion rates by source.6. consumer’s digital journey was fairly journeys emerged. sending consumers directly to the web content they desired. when desktop web was As web users navigated from one web page to and tied them to that user’s browser cookie.

attribution providers attempt to cleared. this process is akin to determine the user’s origin and track each adding a name tag to every user that visits your subsequent action and conversion from that website regardless of whether you know who user. Essentially. sessions.6.3 | The Evolution of Attribution: Stage 1 (Web) Mobile Growth Handbook | Third Edition CONT: The Evolution of Attribution: Stage 1 (Web) When users interact with a website through a actions and conversions until cookies are web browser. thereby enabling attribution providers to track subsequent | 272 . for that current session and for all future they really are. Persistent cookie storage enables attribution providers to generate unique identifiers stored in browser cookies.

USER ENGAGEMENT & PERSONALIZATION “It’s worth it to have a small group of people conduct in-person user research to ensure that you’re evaluating actual user feedback and not just signals of performance in-app.3 | The Evolution of Attribution: Stage 1 Mobile Growth Handbook | Third Edition Michelle Parsons PRODUCT.6.” | 273 .

” | 274 .3 | The Evolution of Attribution: Stage 1 Mobile Growth Handbook | Third Edition Brandon Stander VICE PRESIDENT OF MARKETING “We have this thing called Testing Tuesdays. There’s no substitute for getting the product into the hands of users and just watching. when we bring in real users to try things out on them.6.

Find the ones that matter.6.” | 275 .3 | The Evolution of Attribution: Stage 1 Mobile Growth Handbook | Third Edition Effi Fuks-Leichtag DIRECTOR OF PRODUCT MANAGEMENT “Don’t get attached to vanity metrics just because they can make you look good for a while.

For example.S. consumers could be mobile will not only influence $1 trillion in taken to a clunky webpage even when they iOS Phones Email App annual U.6. there’s a Apple Watches Social VR TVs | 276 1 https://www. Forrester estimated that broken. but also will actually have the app installed.com/statistics/330695/number-of-smartphone-users-worldwide/ .4 | The Evolution of Attribution: Stage 2 Mobile Growth Handbook | Third Edition The Evolution of Attribution: Stage 2 (Mobile App) Two billion smartphone users were reported good chance the user experience will be OS Hardware Channel Platform in 2016.statista. Android Tablets Website Web There are thousands of edge cases in the Amazon Desktop Ads mobile ecosystem. sales this year. transform the total customer experience. meaning whenever a consumer clicks a link on mobile.1 Last year.

than one platform. | 277 1 https://criteo-2421. has rendered traditional.6.contently. cookie-based web platform (web and app) digital user paths are attribution tools obsolete.com/v/global-commerce-review-q3-2017-united-states-en . but they user journeys that are spread across more strongly prefer mobile. Criteo’s latest eCommerce report indicates that the This has siloed web attribution and app advertisers who generate transactions across attribution. cross.4 | The Evolution of Attribution: Stage 2 Mobile Growth Handbook | Third Edition CONT: The Evolution of Attribution: Stage 2 (Mobile App) Gone are the days of simple web-to-web The reality is that the rise of native mobile apps customer journeys—cross-channel.1 It’s clear: users engage assumption: that it isn’t important to measure and convert on multiple platforms. the mobile industry’s new status quo.docs. and has forced legacy attribution platforms see more than 50% of transactions providers to make an (at best) irresponsible completed on mobile.

comscore. users today don’t digitally engage In fact. For example.com/Insights/Presentations-and-Whitepapers/2017/2017-US-Cross-Platform-Future-in-Focus . in its latest U. users In reality. and that this a linear fashion. in Focus Report. later. while the ad campaign conversions today are misattributed due to the ultimately should’ve received partial credit. | 278 1 https://www.4 | The Evolution of Attribution: Stage 2 Mobile Growth Handbook | Third Edition CONT: The Evolution of Attribution: Stage 2 (Mobile App) In reality. they may download the app. The purchase would be attributed as “organic” using traditional Branch even estimates that up to 30% of attribution models. Cross-Platform Future with brands in a linear fashion.6.1 then make the purchase. comScore reports that more today don’t digitally they may click an ad for your product on users interact with brands across multiple engage with brands in Facebook and decide not to purchase it. limitations of legacy attribution models. A day platforms than on one platform. and only trend is only gaining momentum.S.

being identified in a completely different way in App ID Web the app than they were on the web. rather than as a part of the “web” like no access to the IDFAs and GAIDs that iOS and websites traditionally have been. and websites have entities. a new sort of Android use to connect users from one mobile challenge quickly came into play: users were app to another.4 | The Evolution of Attribution: Stage 2 Mobile Growth Handbook | Third Edition CONT: The Evolution of Attribution: Stage 2 (Mobile App) Since mobile apps are inherently different from Why is this? Because mobile apps have no websites in the sense that they exist as siloed access to browser cookies. Web App | 279 .6.

To our surprise. we learned that customers who make their first booking through our app have a lower average order value than those who use our website. we discovered that our app users have a higher LTV than our web users.6.” | 280 . however. Offering the right value at the right time is paramount.4 | The Evolution of Attribution: Stage 2 Mobile Growth Handbook | Third Edition Nikita Belokopytov PRODUCT ENGINEER (ANDROID) “Recently.

Always test and let the data lead the way— and let your experiments run at least a week.” | 281 .6.4 | The Evolution of Attribution: Stage 2 Mobile Growth Handbook | Third Edition Brian Buser SENIOR MOBILE MARKETING MANAGER “Don’t assume what works for one app will work for another. or that what works in one geography will work in another. even if your testing console shows significance prior to that.

Mobile Growth Handbook | Third Edition The Evolution of Attribution: Stage 3 (Web and App) “Fingerprinting”: Today’s Common Standard The identification inconsistency between system. consisting of a device’s IP To make matters worse. bad actors are cross-platform attribution companies to snapshot when this user opens the app.pdf .2 cross-platform attribution. fraud. and show no develop new ways to match web users to app attribution provider then attempts to find close signs of slowing down.1 In fact.io/rs/315-FTT-121/images/WP-2018-TheUltimateGuidetoWebandAppUserAttribution.io/rs/315-FTT-121/images/WP-2018-TheUltimateGuidetoWebandAppUserAttribution. but can never be 100% accurate. and other device. The rampant across the ecosystem. As a result. the OS version.branch. This method results in in 2017. varying degrees of accuracy. CNBC estimates users.pdf 2 https://www2.4 billion to ad fraud become the most common tactic for achieving and app fingerprints. device fingerprinting has matches among the collected web fingerprints that businesses lost $16. fingerprinting Web App address and user agent (the device operating attribution methods often fall victim to ad | 282 1 https://www2. and generates another billion in the US alone. With a market size reportedly at $83 cookies and device IDs effectively forced specific parameters). App Web The “fingerprint” method generates a snapshot ? of a web user.branch.

The biggest issue lies same version of the same operating system. within a public since millions of other users are likely using wifi network.5 | The Evolution of Attribution: Stage 3 Mobile Growth Handbook | Third Edition “Fingerprinting”: Today’s Common Standard The User Agent is the part of the device The IP Address is the device-specific piece of fingerprint that contains information about a mobile device fingerprint. a user agent can tell an attribution address.2. When provider that a user currently has an iPhone on a private wifi network in a home. since the routers these networks set up to support users in specific regions each have one blanket IP address. For through a wifi network have the same IP instance. | 283 . on the on the same IP address.6. there are running on iOS 11. All requests coming a device’s operating system and version. given time.6. there could be hundreds of users the same device model simultaneously. with cellular networks. the IP address of the router. This is obviously not usually only a few devices sharing it at any enough information to uniquely identify a user. On the other hand.

or install farms that emulate human behavior. Whether you limited. fake a perfect ad click to claim credit and in-app purchases. | 284 1 https://www.com/brand-marketing/what-brand-marketers-need-to-know-about-mobile-ad-fraud/ . fraudsters are focusing their attention lagged.7 billion become more and more sophisticated. for instance) on experimenting with methods of stealing emulators that mimic user behaviors are ineffective. the app install ad While mobile ad fraud techniques have Similarly. since fraudsters have evolved to use mobile device of a user. Tactics to check for virtual machines or rates for abnormalities. fraudsters have devised receive payout. With a junk app installed on the from the mobile ad revenue pie. Android devices are rendering older methods market. new techniques like click-hijacking on business alone is an estimated $5.1 As ad spend increasingly shifts to anti-fraud approaches have unfortunately of detecting attribution fraud (analyzing install mobile. clicks. installs.6. click-hijacking can are paying for impressions. ways to falsely claim credit.adweek.5 | The Challenges of Mobile Fraud Mobile Growth Handbook | Third Edition The Challenges of Mobile Fraud According to AdWeek.

and attribution (also known as “False Attribution”). Imagine there exist two users. and purchase. Since Jack and Jill share very similar device Jack is in Union Square on his iPhone fingerprints. the legacy attribution provider | 285 . 24-hour period. ultimately makes the purchase. Jill is also in same device model and operating system Union Square. causing inaccurate to download the app on her iPhone. Later that day. but ultimately decides not to are the same user. He clicks a display ad will claim that Jack’s ad click led to Jill’s install if two users use the same public wifi or are that directs him to Company X’s website. a model using fingerprinting will label product that Company X is selling.6. falsely assuming Jack and Jill in close proximity on the same network in a He browses. and they happen to have the download the app.5 | The Challenges of Mobile Fraud Mobile Growth Handbook | Third Edition Fingerprinting’s Role in Perpetuating Mobile Fraud The limitations of fingerprinting mean that browsing the web. Jack and Jill. and a friend tells her about a version. Jill decides these users as identical.

as well the user’s web activity and source will not be as channels that seem to be underperforming False Attribution matched to the user’s app activity.6. but in reality are driving substantial revenue. A Ad click Organic visit | 286 . This could Organic visit display ad and installs the app over a day later.5 | The Challenges of Mobile Fraud Mobile Growth Handbook | Third Edition False Attribution Reality To reduce inaccuracy while mitigating false Ironically. meaning that if a user clicks a web of the 24 hour attribution window. providers will misattribute users as organic These time windows are usually less than 24 installs simply because they converted outside B hours. this introduces additional inaccuracy attribution. attribution providers set time for the exact opposite reason: attribution A Ad click windows for when a match can be made. easily mask gaps in acquisition strategy.

most would not be attributed to the paradox in this approach is that users their original web source. Single-platform attribution report on web channels. platforms. As mentioned. only for companies that separate their web Given that users rarely login on multiple attribution from app attribution. In the rare chance of being incorrectly attributed or not app. the theoretical cross-platform web and app attribution. | 287 . never interact with justone or the other.6. rather than both. they rely on requiring providers are essentially appropriate solutions a user to sign in on each applicable platform. cases that legacy app attribution providers also attributed at all. rather than both.5 | The Challenges of Mobile Fraud Mobile Growth Handbook | Third Edition CONT: False Attribution Most attribution Due to difficulties that accompany accurate What does this mean for you. even in this scenario. most advertiser? App user conversions originating providers are left to attribution providers are left to focus on either from any source on the web have a good focus on either web or web or app.

The solution? People-Based Attribution enables ID companies across industries and stages of App Web growth to perform reliable cross-platform attribution without fragmentation-induced misattribution. across web and app platforms. a short-lived identifier based on user journey. Branch has built identify and optimize digital touchpoints that an Identity Graph that matches a device’s web can provide smoother user experiences while cookies to its unique app identifier as one user driving higher ROI across platforms. it is impossible for companies to not-so-unique parameters. Mobile Growth Handbook | Third Edition The Solution: People-Based Attribution What is People-Based Attribution. Rather than generating a Web App | 288 . without consolidating the entire fingerprint. and How is It Done? Ultimately.

unlike legacy attribution providers who rely network. and How is It Done? The Branch Identity Graph contains browser browser cookie. unlike attribution providers that rely on fingerprinting. This browser cookie can conventional 24-hour matching window that cookie to IDFA/GAID relationships for all then be used to connect that user’s past web limits fingerprinting methods. Therefore. engagement.6. Branch can guarantee a to connect users no matter their activation. Branch is able within the Branch network on a monthly basis.000 apps actively Since the browser cookie and IDFA/GAID are on fingerprinting methods. extremely reliable scale. To achieve accurate cross-platform attribution using Branch’s vast identity graph. users that interact with apps within the Branch activity with their app activity (or vice versa). or conversion speed. With more than 30. completely unique. Branch will With this guaranteed deterministic matching. Branch’s identity graph has reached an match between the web visitor and app visitor. use an app user’s IDFA to search for a matching Branch is also able to look beyond the | 289 .6 | People-Based Attribution Mobile Growth Handbook | Third Edition What is People-Based Attribution.

” | 290 .6. as well as informed mobile web-related decisions.6 | People-Based Attribution Mobile Growth Handbook | Third Edition Brooke Hartmann CHIEF PRODUCT OFFICER “Branch’s People-Based Attribution has really allowed us to understand the entire digital journey of our users and how to continue to develop the app.

rather than an unreliable and platforms. “fingerprint” or cookie.6 | People-Based Attribution Mobile Growth Handbook | Third Edition Benefits of People-Based Attribution People-Based Attribution People-Based Attribution offers advertisers and advertisers a single. People-Based Attribution stitches a User activity over time user’s journey together.6. offering marketers and | 291 . The user will be Legacy Attribution Systems available to reference across every channel Legacy measurement models offer and platform for accurate measurement marketers an undeniably siloed view into and personalized user experiences. oftentimes misattributing conversion events to the wrong channel. their customer’s digital journeys. de-duplicated marketers the ability to connect all touchpoints persona that represents a real human User activity over time across all web and app marketing channels consumer.

they can maximize By helping brands create lasting connections The benefits of a reliable and advanced ROI and scale campaigns with confidence. Click here to fix view across all marketing campaigns. marketers can enables marketers to build optimized user deserve cross-channel. and user experience. optimized ex- attribution solution go far beyond accurate periences. Branch provides the most your mobile attribution with Branch today. performance of previous and current web and app campaigns.6. Marketers and advertisers plugged into advanced deep linking technology available. cross-platform finally access an integrated and comprehensive experiences with Branch links in marketing attribution that’s on your side. Branch helps marketers reach their data. campaigns. As such. | 292 .6 | People-Based Attribution Mobile Growth Handbook | Third Edition CONT: Benefits of People-Based Attribution People-Based Attribution enables marketers People-Based Attribution can allocate digital ensuring consumers are routed to the optimal and advertisers to optimize marketing spend marketing and mobile budgets based on the destination across every touchpoint. retained users. You journeys across web and app. with users through data-driven. Branch’s attribution platform ultimate goal: engaged. With the ability to map out real consumer Last but not least.

you’re doing a disservice to yourself and your app.6.6 | People-Based Attribution Mobile Growth Handbook | Third Edition Seth Bindernagel SENIOR DIRECTOR OF GROWTH MARKETING “Are you ever going to operate completely in a vacuum? No.” | 293 . But if you’re just going to use last-click attribution.

” | 294 . It’s always changing. Gaining real insights into key user behavior indicators over time can guide you to achieve better user growth results. Of course. an important prerequisite is to have a strong attribution solution that can help you track both paid and organic channels.6 | People-Based Attribution Mobile Growth Handbook | Third Edition Roxy Guo HEAD OF GROWTH MARKETING “Keep in mind that real user behavior is not static.6.

and consumers aren’t that straightforward.6 | People-Based Attribution Mobile Growth Handbook | Third Edition Toby Roessingh MEASUREMENT PARTNERSHIPS PROGRAM MANAGER “Historically. we’re counting across every metric and KPI.6. Attribution tools can be operationally burdensome.” | 295 . This is why the prospect of cross-platform and cross-device measurement is exciting. as well as untested—nobody’s sure whether they’re getting the right answers.

7 | Summary Mobile Growth Handbook | Third Edition James Meeks HEAD OF MOBILE “Don’t be afraid of traffic going from one channel to the next.6. so you need to look at ‘touched by mobile’. What’s important is driving revenue.” | 296 . Conversion rates by mobile may never be what they are on desktop. and that’s okay.

7 | Summary Mobile Growth Handbook | Third Edition Jazz Singh DIRECTOR OF PRODUCT. ship often. Ship fast. Don’t spend forever thinking and debating your next great feature.6. They’re grown and cultivated in market with your users. and use data and feedback to learn and ship again. MOBILE & CONNECTED “Great products are not built.” | 297 .

” | 298 . but also analyze the resulting data. We strive to not only test new ideas.6.7 | Summary Mobile Growth Handbook | Third Edition Ashley Nader PRODUCT MANAGER “A/B testing is crucial to the success of a new app. so we can provide the best user experience possible. At iovox. we leave opinions at the door and bring data to the party.

” | 299 .6.7 | Summary Mobile Growth Handbook | Third Edition Bittu Ahlawat DIRECTOR OF ENGINEERING “Get your products out there quicker. rather than testing in a small group setting. to see how they’ll do at scale. with less investment. going out there and failing fast is the better and more enlightening way to fail. Sometimes.

” | 300 . you have to realize that you aren’t necessarily your customer.6.7 | Summary Mobile Growth Handbook | Third Edition Dylan Chin SENIOR MARKETING MANAGER . Set up your strategies to give yourself as many chances as you can to form relationships with your users and succeed. You are potentially extremely removed from who your customers actually are.MOBILE APP “As a marketer.

7 | Summary Mobile Growth Handbook | Third Edition Ben Narasin VENTURE PARTNER “Luck is important—but the harder you work.6.” | 301 . the luckier you get.

” | 302 . Just keep building.7 | Summary Mobile Growth Handbook | Third Edition Alex Austin CO-FOUNDER & CEO “There’s never been a more exciting time to be in mobile.6.

We look forward to being in touch! Submit here | 303 .1 | Submission Details Mobile Growth Handbook | Third Edition Want to contribute next year? Contribute to the 2019 Mobile Growth Handbook We’d love to hear from you! Please fill out the quick form linked below to express interest in contributing to next year’s Mobile Growth Handbook.7.

A. At Branch. for global brands. and contributes including marketing. online summer community as well as being recognized for his mentorship program for teen writers around the globe. to all additional areas of growth marketing content. Michael has been recognized and In his spare time. from the University of Pennsylvania.7. and publisher. and as the Photographer among others in the photography founder and director of its free. | 304 . he oversees 14 years. and currently serves as Branch’s Creative Director.2 | About Branch Mobile Growth Handbook | Third Edition Peter LaBerge | EDITOR Michael Hindman | DESIGNER Peter is a content marketer at Branch. He obtained his Michael is a landscape photographer and graphic B. design work. Peter serves as the founder and published by Outdoor Photographer and Popular editor-in-chief of the Adroit Journal. editor. and has been designer based in the San Francisco Bay Area. and brand building. the blog and social media platforms. advertising. Michael’s featured from TED to Teen Vogue for his work as a professional career in graphic design has spanned writer. wherein he has created design direction.

io platforms. and is a trusted solution for Airbnb. BuzzFeed.7. Slack. Starbucks. and more than 30. Target. Pinterest. Branch provides links for over 6 billion users across the globe. Yelp. Tinder. and channels.2 | About Branch Mobile Growth Handbook | Third Edition About Branch To learn more about Branch is committed to providing the leading our platform today mobile linking platform that unifies user experience and measurement across devices. Visit Branch.000 more. | 305 .