Joe Zimmer (Director of Customer Acquisition & Growth at Ripl) talks with Steve P. Young (CEO at App Masters) about how Riple has set up web acquisition, some of their onboarding optimization and advertising across a multitude of digital marketing channels.
Since Apple doesn’t take a 30% cut on the web, a slightly more expensive acquisition cost is ok.
Ripl asks mobile users to register (and even pay) on the web app before downloading the actual app. So they’ve made their web onboarding shorter to improve their users’ experience, and they also keep the user information once they are in the app (via log in).
Ripl noticed that people that go faster through onboarding and get to share a post tend to retain better, so they’ve removed 2 screens from onboarding.
They also redesigned their upsell screen in-app by making it 2-steps, focusing on the benefits of the subscription and with a free-trial CTA (similar to what Apple does for some of their subscriptions). They saw a +5% increase. Cf. screens below.
Google UAC is a great channel to get a lot of installs quickly and cost efficiently, which allows you to see where your users drop-off in the app and optimize both your app funnel and your advertising. Then you can start optimizing for other events.
Once you’re at the scale up stage, you have to focus more on your creatives. You need to figure out the value props and messaging that work well. The data focus is not enough anymore.
Because they serve several different verticals, in Google UAC they created different ad groups for different audiences and value props.
Don’t try to run 10 different channels when you first launch with $50k. Instead, focus on specific channels and geos. Take 25-30% of this and use a soft launch to make improvements to the app before you start marketing globally.
To adjust your CPTs for broad/search/exact, also take into account your conversion rates for the different keywords and work back from your target cost per acquisition. Example: Tap-to-install exact match at 35%, broad match at 30%, search match at 25%. For a target cost per acquisition of $2, exact match CPT at $0.7, broad match CPT at $0.6, search match at $0.5.
Since Apple doesn’t take a 30% cut on the web, a slightly more expensive acquisition cost is ok.
Ripl asks mobile users to register (and even pay) on the web app before downloading the actual app. So they’ve made their web onboarding shorter to improve their users’ experience, and they also keep the user information once they are in the app (via log in).
Ripl noticed that people that go faster through onboarding and get to share a post tend to retain better, so they’ve removed 2 screens from onboarding.
They also redesigned their upsell screen in-app by making it 2-steps, focusing on the benefits of the subscription and with a free-trial CTA (similar to what Apple does for some of their subscriptions). They saw a +5% increase. Cf. screens below.
Google UAC is a great channel to get a lot of installs quickly and cost efficiently, which allows you to see where your users drop-off in the app and optimize both your app funnel and your advertising. Then you can start optimizing for other events.
Once you’re at the scale up stage, you have to focus more on your creatives. You need to figure out the value props and messaging that work well. The data focus is not enough anymore.
Because they serve several different verticals, in Google UAC they created different ad groups for different audiences and value props.
Don’t try to run 10 different channels when you first launch with $50k. Instead, focus on specific channels and geos. Take 25-30% of this and use a soft launch to make improvements to the app before you start marketing globally.
To adjust your CPTs for broad/search/exact, also take into account your conversion rates for the different keywords and work back from your target cost per acquisition. Example: Tap-to-install exact match at 35%, broad match at 30%, search match at 25%. For a target cost per acquisition of $2, exact match CPT at $0.7, broad match CPT at $0.6, search match at $0.5.
Since Apple doesn’t take a 30% cut on the web, a slightly more expensive acquisition cost is ok.
Ripl asks mobile users to register (and even pay) on the web app before downloading the actual app. So they’ve made their web onboarding shorter to improve their users’ experience, and they also keep the user information once they are in the app (via log in).
Ripl noticed that people that go faster through onboarding and get to share a post tend to retain better, so they’ve removed 2 screens from onboarding.
They also redesigned their upsell screen in-app by making it 2-steps, focusing on the benefits of the subscription and with a free-trial CTA (similar to what Apple does for some of their subscriptions). They saw a +5% increase. Cf. screens below.
Google UAC is a great channel to get a lot of installs quickly and cost efficiently, which allows you to see where your users drop-off in the app and optimize both your app funnel and your advertising. Then you can start optimizing for other events.
Once you’re at the scale up stage, you have to focus more on your creatives. You need to figure out the value props and messaging that work well. The data focus is not enough anymore.
Because they serve several different verticals, in Google UAC they created different ad groups for different audiences and value props.
Don’t try to run 10 different channels when you first launch with $50k. Instead, focus on specific channels and geos. Take 25-30% of this and use a soft launch to make improvements to the app before you start marketing globally.
To adjust your CPTs for broad/search/exact, also take into account your conversion rates for the different keywords and work back from your target cost per acquisition. Example: Tap-to-install exact match at 35%, broad match at 30%, search match at 25%. For a target cost per acquisition of $2, exact match CPT at $0.7, broad match CPT at $0.6, search match at $0.5.
Notes for this resource are currently being transferred and will be available soon.
Ripl runs about 6 channels, with both app campaigns and web campaigns. They have 100ks MAU, 10ks subscribers.
Web traffic takes a different approach vs. app.
[💎@02:37] Since Apple doesn’t take a 30% cut on the web, a slightly more expensive acquisition cost is ok.
Part of the higher costs on the web is because they had been very mobile-focused so far, didn’t have the data, lookalike audiences, etc..
They’ve optimized their web onboarding funnel to better convert users. Users that sign up on the web then download the app seem to have better retention.
They really had to get better at it.
[💎@04:35] Ripl asks mobile users to register (and even pay) on the web app before downloading the actual app. So they’ve made their web onboarding shorter to improve their users’ experience, and they also keep the user information once they are in the app (via log in).
They’ve also integrated with Airship (CRM, email, push) to communicate to customers to move between platforms. Their MMP is AppsFlyer, and they use it to know where users came from between the web or the app.
They try to isolate the steps of the funnel to understand where users drop off.
[💎@07:05] Ripl noticed that people that go faster through onboarding and get to share a post tend to retain better, so they’ve removed 2 screens from onboarding.
[💎@10:15] They also redesigned their upsell screen in-app by making it 2-steps, focusing on the benefits of the subscription and with a free-trial CTA (similar to what Apple does for some of their subscriptions). They saw a +5% increase. Cf. screens below.
The better your first time experience, the better is retention in the following months.
They ran a test between an onboarding with 7 screens, 5 screens and 3 screens.
They’ve managed to scale but it’s hard because sometimes you increase spend by 10% and CAC just rises.
[💎@13:14] Google UAC is a great channel to get a lot of installs quickly and cost efficiently, which allows you to see where your users drop-off in the app and optimize both your app funnel and your advertising. Then you can start optimizing for other events.
[💎@13:58] Once you’re at the scale up stage, you have to focus more on your creatives. You need to figure out the value props and messaging that work well. The data focus is not enough anymore.
They have been very Facebook-focused historically, but with iOS 14.5 it has become harder.
Apple Search Ads has been working really well for them, especially using broad match.
--
App Audit #1
--
Google UAC, especially on Android, works great for them.
[💎@29:35] Because they serve several different verticals, in Google UAC they created different ad groups for different audiences and value props.
On ASA they used to have different ad groups too (by industries, value props, etc.). But they realized that because they’re optimizing on a bid for a keyword there is no reason to break it out and now they’ve just separated broad match and exact match.
Each geo has its own campaign, but they’ve bundled together several geos that don’t show a lot of success, in order to save time managing them.
[💎@36:08] Don’t try to run 10 different channels when you first launch with $50k. Instead, focus on specific channels and geos. Take 25-30% of this and use a soft launch to make improvements to the app before you start marketing globally.
If you know who your target market is going to be, Facebook might be a good fit to start. If you don’t and you want cheap installs, Google UAC might be better.
--
App Audit #2
--
If you’re getting started and just want installs to learn how your app works, Google UAC is great. If you know your audience well, start with Facebook. Also consider Apple Search Ads to learn about which keywords are valuable.
What Cost per Tap on ASA?
To get a sense of the Cost per Tap (CPT) you should bid for on Apple Search Ads when you have no historical data, you can run broad match alongside exact match (for keywords you’re already confident in). It will allow you to compare the CPT you’re getting for each and for what kind of keywords.
[💎@55:50] To adjust your CPTs for broad/search/exact, also take into account your conversion rates for the different keywords and work back from your target cost per acquisition. Example: Tap-to-install exact match at 35%, broad match at 30%, search match at 25%. For a target cost per acquisition of $2, exact match CPT at $0.7, broad match CPT at $0.6, search match at $0.5.
Use the Keyword planner to get started with keywords, and Google trends to see what competitors are working on.
Ripl runs about 6 channels, with both app campaigns and web campaigns. They have 100ks MAU, 10ks subscribers.
Web traffic takes a different approach vs. app.
[💎@02:37] Since Apple doesn’t take a 30% cut on the web, a slightly more expensive acquisition cost is ok.
Part of the higher costs on the web is because they had been very mobile-focused so far, didn’t have the data, lookalike audiences, etc..
They’ve optimized their web onboarding funnel to better convert users. Users that sign up on the web then download the app seem to have better retention.
They really had to get better at it.
[💎@04:35] Ripl asks mobile users to register (and even pay) on the web app before downloading the actual app. So they’ve made their web onboarding shorter to improve their users’ experience, and they also keep the user information once they are in the app (via log in).
They’ve also integrated with Airship (CRM, email, push) to communicate to customers to move between platforms. Their MMP is AppsFlyer, and they use it to know where users came from between the web or the app.
They try to isolate the steps of the funnel to understand where users drop off.
[💎@07:05] Ripl noticed that people that go faster through onboarding and get to share a post tend to retain better, so they’ve removed 2 screens from onboarding.
[💎@10:15] They also redesigned their upsell screen in-app by making it 2-steps, focusing on the benefits of the subscription and with a free-trial CTA (similar to what Apple does for some of their subscriptions). They saw a +5% increase. Cf. screens below.
The better your first time experience, the better is retention in the following months.
They ran a test between an onboarding with 7 screens, 5 screens and 3 screens.
They’ve managed to scale but it’s hard because sometimes you increase spend by 10% and CAC just rises.
[💎@13:14] Google UAC is a great channel to get a lot of installs quickly and cost efficiently, which allows you to see where your users drop-off in the app and optimize both your app funnel and your advertising. Then you can start optimizing for other events.
[💎@13:58] Once you’re at the scale up stage, you have to focus more on your creatives. You need to figure out the value props and messaging that work well. The data focus is not enough anymore.
They have been very Facebook-focused historically, but with iOS 14.5 it has become harder.
Apple Search Ads has been working really well for them, especially using broad match.
--
App Audit #1
--
Google UAC, especially on Android, works great for them.
[💎@29:35] Because they serve several different verticals, in Google UAC they created different ad groups for different audiences and value props.
On ASA they used to have different ad groups too (by industries, value props, etc.). But they realized that because they’re optimizing on a bid for a keyword there is no reason to break it out and now they’ve just separated broad match and exact match.
Each geo has its own campaign, but they’ve bundled together several geos that don’t show a lot of success, in order to save time managing them.
[💎@36:08] Don’t try to run 10 different channels when you first launch with $50k. Instead, focus on specific channels and geos. Take 25-30% of this and use a soft launch to make improvements to the app before you start marketing globally.
If you know who your target market is going to be, Facebook might be a good fit to start. If you don’t and you want cheap installs, Google UAC might be better.
--
App Audit #2
--
If you’re getting started and just want installs to learn how your app works, Google UAC is great. If you know your audience well, start with Facebook. Also consider Apple Search Ads to learn about which keywords are valuable.
What Cost per Tap on ASA?
To get a sense of the Cost per Tap (CPT) you should bid for on Apple Search Ads when you have no historical data, you can run broad match alongside exact match (for keywords you’re already confident in). It will allow you to compare the CPT you’re getting for each and for what kind of keywords.
[💎@55:50] To adjust your CPTs for broad/search/exact, also take into account your conversion rates for the different keywords and work back from your target cost per acquisition. Example: Tap-to-install exact match at 35%, broad match at 30%, search match at 25%. For a target cost per acquisition of $2, exact match CPT at $0.7, broad match CPT at $0.6, search match at $0.5.
Use the Keyword planner to get started with keywords, and Google trends to see what competitors are working on.
Ripl runs about 6 channels, with both app campaigns and web campaigns. They have 100ks MAU, 10ks subscribers.
Web traffic takes a different approach vs. app.
[💎@02:37] Since Apple doesn’t take a 30% cut on the web, a slightly more expensive acquisition cost is ok.
Part of the higher costs on the web is because they had been very mobile-focused so far, didn’t have the data, lookalike audiences, etc..
They’ve optimized their web onboarding funnel to better convert users. Users that sign up on the web then download the app seem to have better retention.
They really had to get better at it.
[💎@04:35] Ripl asks mobile users to register (and even pay) on the web app before downloading the actual app. So they’ve made their web onboarding shorter to improve their users’ experience, and they also keep the user information once they are in the app (via log in).
They’ve also integrated with Airship (CRM, email, push) to communicate to customers to move between platforms. Their MMP is AppsFlyer, and they use it to know where users came from between the web or the app.
They try to isolate the steps of the funnel to understand where users drop off.
[💎@07:05] Ripl noticed that people that go faster through onboarding and get to share a post tend to retain better, so they’ve removed 2 screens from onboarding.
[💎@10:15] They also redesigned their upsell screen in-app by making it 2-steps, focusing on the benefits of the subscription and with a free-trial CTA (similar to what Apple does for some of their subscriptions). They saw a +5% increase. Cf. screens below.
The better your first time experience, the better is retention in the following months.
They ran a test between an onboarding with 7 screens, 5 screens and 3 screens.
They’ve managed to scale but it’s hard because sometimes you increase spend by 10% and CAC just rises.
[💎@13:14] Google UAC is a great channel to get a lot of installs quickly and cost efficiently, which allows you to see where your users drop-off in the app and optimize both your app funnel and your advertising. Then you can start optimizing for other events.
[💎@13:58] Once you’re at the scale up stage, you have to focus more on your creatives. You need to figure out the value props and messaging that work well. The data focus is not enough anymore.
They have been very Facebook-focused historically, but with iOS 14.5 it has become harder.
Apple Search Ads has been working really well for them, especially using broad match.
--
App Audit #1
--
Google UAC, especially on Android, works great for them.
[💎@29:35] Because they serve several different verticals, in Google UAC they created different ad groups for different audiences and value props.
On ASA they used to have different ad groups too (by industries, value props, etc.). But they realized that because they’re optimizing on a bid for a keyword there is no reason to break it out and now they’ve just separated broad match and exact match.
Each geo has its own campaign, but they’ve bundled together several geos that don’t show a lot of success, in order to save time managing them.
[💎@36:08] Don’t try to run 10 different channels when you first launch with $50k. Instead, focus on specific channels and geos. Take 25-30% of this and use a soft launch to make improvements to the app before you start marketing globally.
If you know who your target market is going to be, Facebook might be a good fit to start. If you don’t and you want cheap installs, Google UAC might be better.
--
App Audit #2
--
If you’re getting started and just want installs to learn how your app works, Google UAC is great. If you know your audience well, start with Facebook. Also consider Apple Search Ads to learn about which keywords are valuable.
What Cost per Tap on ASA?
To get a sense of the Cost per Tap (CPT) you should bid for on Apple Search Ads when you have no historical data, you can run broad match alongside exact match (for keywords you’re already confident in). It will allow you to compare the CPT you’re getting for each and for what kind of keywords.
[💎@55:50] To adjust your CPTs for broad/search/exact, also take into account your conversion rates for the different keywords and work back from your target cost per acquisition. Example: Tap-to-install exact match at 35%, broad match at 30%, search match at 25%. For a target cost per acquisition of $2, exact match CPT at $0.7, broad match CPT at $0.6, search match at $0.5.
Use the Keyword planner to get started with keywords, and Google trends to see what competitors are working on.
