Growth Marketing for Your App

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11

Hasan Tahir (International Growth Marketing Trainer at Growth Tribe) spoke at App Promotion Summit London WFH 2020 about growth hacking for apps and where you should start from.

Source:
Growth Marketing for Your App
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Presentation
Publication date:
April 7, 2020
Added to the Vault on:
April 25, 2020
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💎 #
1

Create a Minimum Viable Experiment for your prioritized growth ideas: least amount of resources but still making sure that you have tested the right thing and with enough statistical significance. 

09:05
💎 #
2

The faster you can go through the experiment process, the more experiments you run, the more you will learn → the more chances of success you will have. 

10:42
💎 #
3

Self-reliance + Experimentation = Growth. Don't be let down if some of your experiments are inconclusive or even fail. You're building compounded growth that is organic and you will hit some golden nuggets (huge wins). 

16:55
💎 #
4

You have time for 21.5 sprints in a year. If you do 10 experiments in a sprint with a 30% success rate, you will have 65 small and big experiments that will add compounded growth to your business. 

18:10
💎 #
5

Focus on what your core is but at the same time keep an eye out on all the things you can learn a little about (with minimum effort: book, blog, etc.) to improve your skills and your "T-shaped" profile. 

20:20
💎 #
6

Don't complicate things. Think of resources you can create and share them on LinkedIn (if it's the channel you're working on) then do experiments on posts to see what gives you the best results in terms of tactics. 

24:15
💎 #
7

Create a persona for people who use your app and then use the psychological traits from a tool like Crystal to add any kind of features/messaging/communication so you connect with your users on a deeper level. 

26:44
💎 #
8

A tool like Outgrow allows you to do tool-based marketing and create interactive calculators and quizzes that can drive traffic and engagement to your website. 

27:45
💎 #
9

DataSine (Pomegranate feature/product) is a tool that gives you the likelihood each ad creative will be converting. Instead of pushing all the ads live on your UA channel, you can put more budget behind the ad(s) most likely to win. 

29:13
💎 #
10

Put people through 5-10 seconds test with a tool like Usabilityhub to see if they understand what your website has to offer. Iterate based on people's responses. 

38:55
💎 #
11

You can try to apply a "WOW flip" where instead of having the activation after the acquisition you put it before the activation. 

46:33
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  • Define your preferred categories and receive new relevant gems directly in your inbox
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💎 #
1

Create a Minimum Viable Experiment for your prioritized growth ideas: least amount of resources but still making sure that you have tested the right thing and with enough statistical significance. 

09:05
💎 #
2

The faster you can go through the experiment process, the more experiments you run, the more you will learn → the more chances of success you will have. 

10:42
💎 #
3

Self-reliance + Experimentation = Growth. Don't be let down if some of your experiments are inconclusive or even fail. You're building compounded growth that is organic and you will hit some golden nuggets (huge wins). 

16:55
💎 #
4

You have time for 21.5 sprints in a year. If you do 10 experiments in a sprint with a 30% success rate, you will have 65 small and big experiments that will add compounded growth to your business. 

18:10
💎 #
5

Focus on what your core is but at the same time keep an eye out on all the things you can learn a little about (with minimum effort: book, blog, etc.) to improve your skills and your "T-shaped" profile. 

20:20
💎 #
6

Don't complicate things. Think of resources you can create and share them on LinkedIn (if it's the channel you're working on) then do experiments on posts to see what gives you the best results in terms of tactics. 

24:15
💎 #
7

Create a persona for people who use your app and then use the psychological traits from a tool like Crystal to add any kind of features/messaging/communication so you connect with your users on a deeper level. 

26:44
💎 #
8

A tool like Outgrow allows you to do tool-based marketing and create interactive calculators and quizzes that can drive traffic and engagement to your website. 

27:45
💎 #
9

DataSine (Pomegranate feature/product) is a tool that gives you the likelihood each ad creative will be converting. Instead of pushing all the ads live on your UA channel, you can put more budget behind the ad(s) most likely to win. 

29:13
💎 #
10

Put people through 5-10 seconds test with a tool like Usabilityhub to see if they understand what your website has to offer. Iterate based on people's responses. 

38:55
💎 #
11

You can try to apply a "WOW flip" where instead of having the activation after the acquisition you put it before the activation. 

46:33
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GET Access
💎 #
1

Create a Minimum Viable Experiment for your prioritized growth ideas: least amount of resources but still making sure that you have tested the right thing and with enough statistical significance. 

09:05
💎 #
2

The faster you can go through the experiment process, the more experiments you run, the more you will learn → the more chances of success you will have. 

10:42
💎 #
3

Self-reliance + Experimentation = Growth. Don't be let down if some of your experiments are inconclusive or even fail. You're building compounded growth that is organic and you will hit some golden nuggets (huge wins). 

16:55
💎 #
4

You have time for 21.5 sprints in a year. If you do 10 experiments in a sprint with a 30% success rate, you will have 65 small and big experiments that will add compounded growth to your business. 

18:10
💎 #
5

Focus on what your core is but at the same time keep an eye out on all the things you can learn a little about (with minimum effort: book, blog, etc.) to improve your skills and your "T-shaped" profile. 

20:20
💎 #
6

Don't complicate things. Think of resources you can create and share them on LinkedIn (if it's the channel you're working on) then do experiments on posts to see what gives you the best results in terms of tactics. 

24:15
💎 #
7

Create a persona for people who use your app and then use the psychological traits from a tool like Crystal to add any kind of features/messaging/communication so you connect with your users on a deeper level. 

26:44
💎 #
8

A tool like Outgrow allows you to do tool-based marketing and create interactive calculators and quizzes that can drive traffic and engagement to your website. 

27:45
💎 #
9

DataSine (Pomegranate feature/product) is a tool that gives you the likelihood each ad creative will be converting. Instead of pushing all the ads live on your UA channel, you can put more budget behind the ad(s) most likely to win. 

29:13
💎 #
10

Put people through 5-10 seconds test with a tool like Usabilityhub to see if they understand what your website has to offer. Iterate based on people's responses. 

38:55
💎 #
11

You can try to apply a "WOW flip" where instead of having the activation after the acquisition you put it before the activation. 

46:33
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Become a member to:
  • Unlock access to gems from 170+ mobile growth resources
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  • Discuss key insights (and any other mobile growth topic) in the member-only community.
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Where to start the growth marketing journey?

1. Mindset 2. Process 3. People 4. Tactics


The fastest companies seem to be winning


The mindset

Takeru Kobayashi is used to illustrate the growth mindset. He crushed a hot dog eating contest after a series of experiments when training: temperature, eating with cabbage, separating the sausage from the bun and dipping the bun in the water (the most successful one), etc.


The process

  1. Create an idea backlog where everybody in the company can participate
  2. Use a prioritization framework to decide what to work on: put in numbers for each idea so you are not relying on ego but instead have a systematic approach
  3. [💎@09:05] Create a Minimum Viable Experiment for your prioritized growth ideas: least amount of resources but still be sure that you have tested the right thing and with enough statistical significance. It needs to fill:
    We believe that
    To verify that, we will
    And measure
    We are right if (what is success)
  4. Work: you can use a Kanban to keep track of what you're working on
  5. Study the data, which is the most underestimated. From the data that you study you then gather more ideas.


[💎@10:42] The faster you can go through the process, the more experiments you run, the more you will learn →  the more chances of success you will have.


Growth tribe has a "fail board". After a number of fails they do a fail party.


Mister green example

Electric car leasing company, where the user experience was too slow. First 5 experiments were a fail

If fully done, the idea for experiment 6 above would take too much time and money. So he created the Minimum Viable Experiment below


This was the landing page for the experiment, with only one thing you can do: fill the form and click the button.

It took 1 day to get a hard sale, which was what was needed to get buy-in from the company to actually code the thing.

It led to an 800% increase in leads as well as an additional business model "Mister Green direct".


[💎@16:55] Self-reliance + Experimentation = Growth. Don't be let down if some of your experiments are inconclusive or even fail. But you're building compounded growth that is organic and you will hit some golden nuggets (huge wins).


Some inspiration: you have time for 21.5 sprints in a year

[💎@18:10] You have time for 21.5 sprints in a year. If you do 10 experiments in a sprint with a success rate of 30%, you will have 65 small and big experiments that will add compounded growth to your business.


The people

Growth marketing teams look for opportunities in the entire marketing funnel. This means you can't have just a specialist profile only: you should know a little about a lot.


[💎@20:20] Focus on what your core is but at the same time keep an eye out on all the things you can learn a little about (with minimum effort: book, blog, etc.) to improve your skills and your "T-shaped" profile.


The team at TomTom went through this T-shaping approach. Being able to think about ideas in multiple areas led to redesigning the landing page with 50% increase in sales with 6 experiments per sprint.


The tactics

Best practices, tooling, strategy, implementation. Examples (at different stage of the funnel)

Awareness

  • [💎@24:15] Don't complicate things. Think of resources you can create and share them on LinkedIn (if it's the channel you're working on) then do experiments on posts to see what gives you the best results in terms of tactics.
  • The one in the middle is what ended up working the best.
  • "Crystal" is a tool for LinkedIn that assesses someone's personality/psychological profile. You can then better know how to pitch them.
  • [💎@26:44] Create a persona for people who use your app and then use the psychological traits from a tool like Crystal to add any kind of features/messaging/communication so you connect with your users on a deeper level.
  • Tool based marketing: small tools that help drive traffic over to your website. Example: job portal Adzuna where not many people where posting their resumes. They created a tool called "value my CV" where you can know how much you could be making.
  • [💎@27:45] A tool like Outgrow allows you to do tool based marketing and create interactive calculators and quizzes that can drive traffic and engagement to your website.
  • [💎@29:13] DataSine (Pomegranate feature/product) is a tool that gives you the likelihood each ad creative will be converting. Instead of pushing all the ads live on your UA channel, you can put more budget behind the ad(s) most likely to win.
  • Growthtribe put Datasine to the test (on 56 ads) for a company they worked for.
  • Putting Datasine to the test.
  • Clustering for User Segmentation. Use data science to do the clustering and find patterns within your users so you can then personalize: not all segments are looking for the same thing in your app.

Acquisition

  • Your backend should be fast to load. But then the 5 first seconds are absolutely crucial.
  • Study by Microsoft on 200k websites
  • You want visitors to identify 2 things in the first 5-10 seconds
  • What does this website do or offer?
  • Why is it special? What is the USP?
  • [💎@38:55] Put people through 5-10 seconds test with a tool like Usabilityhub to see if they understand what your website has to offer. Iterate based on people's responses.
  • After using one of the answers in survey #3, survey #4 got to 80% 5-sec comprehension.

Activation - Getting people to experience your "wow" moment

  • You need to think about how you can activate people by pushing them to do the actions that get them to the "wow" moment. Examples:

Tinder realized that a match is crucial to the experience and need people to start swiping. Suspicion that they are actually using bots to make sure that people can experience the first match. Tinder also send a notification about how the chances of match are 3x higher.

  • [💎@46:33] You can try to apply a "WOW flip" where instead of having the activation after the acquisition you put it before the activation.
wow-flip.png

Examples:

  • Wealthfront takes you through a small quiz that shows you the spread of what your investment plan could look like
  • Evernote take you through a benefit oriented onboarding: the top 3 benefits
  • Tidal does a features-oriented approach
  • PayPal tells has an action-oriented onboarding where they ask you what's next
  • Lookout has an interactive quiz approach

Retention

  • Make user testing your best friend so you can understand how people use your product. Use tools like userzoom, usertesting and usabilityhub to test the hell out of every single thing.
  • Do a sentiment analysis with a tool like appbot that looks at how people are reactive to your new features.


The notes from this resource are only available to premium members.
↘ At this point, you know what to do ↙
Upgrade Your Plan

Where to start the growth marketing journey?

1. Mindset 2. Process 3. People 4. Tactics


The fastest companies seem to be winning


The mindset

Takeru Kobayashi is used to illustrate the growth mindset. He crushed a hot dog eating contest after a series of experiments when training: temperature, eating with cabbage, separating the sausage from the bun and dipping the bun in the water (the most successful one), etc.


The process

  1. Create an idea backlog where everybody in the company can participate
  2. Use a prioritization framework to decide what to work on: put in numbers for each idea so you are not relying on ego but instead have a systematic approach
  3. [💎@09:05] Create a Minimum Viable Experiment for your prioritized growth ideas: least amount of resources but still be sure that you have tested the right thing and with enough statistical significance. It needs to fill:
    We believe that
    To verify that, we will
    And measure
    We are right if (what is success)
  4. Work: you can use a Kanban to keep track of what you're working on
  5. Study the data, which is the most underestimated. From the data that you study you then gather more ideas.


[💎@10:42] The faster you can go through the process, the more experiments you run, the more you will learn →  the more chances of success you will have.


Growth tribe has a "fail board". After a number of fails they do a fail party.


Mister green example

Electric car leasing company, where the user experience was too slow. First 5 experiments were a fail

If fully done, the idea for experiment 6 above would take too much time and money. So he created the Minimum Viable Experiment below


This was the landing page for the experiment, with only one thing you can do: fill the form and click the button.

It took 1 day to get a hard sale, which was what was needed to get buy-in from the company to actually code the thing.

It led to an 800% increase in leads as well as an additional business model "Mister Green direct".


[💎@16:55] Self-reliance + Experimentation = Growth. Don't be let down if some of your experiments are inconclusive or even fail. But you're building compounded growth that is organic and you will hit some golden nuggets (huge wins).


Some inspiration: you have time for 21.5 sprints in a year

[💎@18:10] You have time for 21.5 sprints in a year. If you do 10 experiments in a sprint with a success rate of 30%, you will have 65 small and big experiments that will add compounded growth to your business.


The people

Growth marketing teams look for opportunities in the entire marketing funnel. This means you can't have just a specialist profile only: you should know a little about a lot.


[💎@20:20] Focus on what your core is but at the same time keep an eye out on all the things you can learn a little about (with minimum effort: book, blog, etc.) to improve your skills and your "T-shaped" profile.


The team at TomTom went through this T-shaping approach. Being able to think about ideas in multiple areas led to redesigning the landing page with 50% increase in sales with 6 experiments per sprint.


The tactics

Best practices, tooling, strategy, implementation. Examples (at different stage of the funnel)

Awareness

  • [💎@24:15] Don't complicate things. Think of resources you can create and share them on LinkedIn (if it's the channel you're working on) then do experiments on posts to see what gives you the best results in terms of tactics.
  • The one in the middle is what ended up working the best.
  • "Crystal" is a tool for LinkedIn that assesses someone's personality/psychological profile. You can then better know how to pitch them.
  • [💎@26:44] Create a persona for people who use your app and then use the psychological traits from a tool like Crystal to add any kind of features/messaging/communication so you connect with your users on a deeper level.
  • Tool based marketing: small tools that help drive traffic over to your website. Example: job portal Adzuna where not many people where posting their resumes. They created a tool called "value my CV" where you can know how much you could be making.
  • [💎@27:45] A tool like Outgrow allows you to do tool based marketing and create interactive calculators and quizzes that can drive traffic and engagement to your website.
  • [💎@29:13] DataSine (Pomegranate feature/product) is a tool that gives you the likelihood each ad creative will be converting. Instead of pushing all the ads live on your UA channel, you can put more budget behind the ad(s) most likely to win.
  • Growthtribe put Datasine to the test (on 56 ads) for a company they worked for.
  • Putting Datasine to the test.
  • Clustering for User Segmentation. Use data science to do the clustering and find patterns within your users so you can then personalize: not all segments are looking for the same thing in your app.

Acquisition

  • Your backend should be fast to load. But then the 5 first seconds are absolutely crucial.
  • Study by Microsoft on 200k websites
  • You want visitors to identify 2 things in the first 5-10 seconds
  • What does this website do or offer?
  • Why is it special? What is the USP?
  • [💎@38:55] Put people through 5-10 seconds test with a tool like Usabilityhub to see if they understand what your website has to offer. Iterate based on people's responses.
  • After using one of the answers in survey #3, survey #4 got to 80% 5-sec comprehension.

Activation - Getting people to experience your "wow" moment

  • You need to think about how you can activate people by pushing them to do the actions that get them to the "wow" moment. Examples:

Tinder realized that a match is crucial to the experience and need people to start swiping. Suspicion that they are actually using bots to make sure that people can experience the first match. Tinder also send a notification about how the chances of match are 3x higher.

  • [💎@46:33] You can try to apply a "WOW flip" where instead of having the activation after the acquisition you put it before the activation.
wow-flip.png

Examples:

  • Wealthfront takes you through a small quiz that shows you the spread of what your investment plan could look like
  • Evernote take you through a benefit oriented onboarding: the top 3 benefits
  • Tidal does a features-oriented approach
  • PayPal tells has an action-oriented onboarding where they ask you what's next
  • Lookout has an interactive quiz approach

Retention

  • Make user testing your best friend so you can understand how people use your product. Use tools like userzoom, usertesting and usabilityhub to test the hell out of every single thing.
  • Do a sentiment analysis with a tool like appbot that looks at how people are reactive to your new features.


The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
↘ At this point, you know what to do ↙
GET Access

Where to start the growth marketing journey?

1. Mindset 2. Process 3. People 4. Tactics


The fastest companies seem to be winning


The mindset

Takeru Kobayashi is used to illustrate the growth mindset. He crushed a hot dog eating contest after a series of experiments when training: temperature, eating with cabbage, separating the sausage from the bun and dipping the bun in the water (the most successful one), etc.


The process

  1. Create an idea backlog where everybody in the company can participate
  2. Use a prioritization framework to decide what to work on: put in numbers for each idea so you are not relying on ego but instead have a systematic approach
  3. [💎@09:05] Create a Minimum Viable Experiment for your prioritized growth ideas: least amount of resources but still be sure that you have tested the right thing and with enough statistical significance. It needs to fill:
    We believe that
    To verify that, we will
    And measure
    We are right if (what is success)
  4. Work: you can use a Kanban to keep track of what you're working on
  5. Study the data, which is the most underestimated. From the data that you study you then gather more ideas.


[💎@10:42] The faster you can go through the process, the more experiments you run, the more you will learn →  the more chances of success you will have.


Growth tribe has a "fail board". After a number of fails they do a fail party.


Mister green example

Electric car leasing company, where the user experience was too slow. First 5 experiments were a fail

If fully done, the idea for experiment 6 above would take too much time and money. So he created the Minimum Viable Experiment below


This was the landing page for the experiment, with only one thing you can do: fill the form and click the button.

It took 1 day to get a hard sale, which was what was needed to get buy-in from the company to actually code the thing.

It led to an 800% increase in leads as well as an additional business model "Mister Green direct".


[💎@16:55] Self-reliance + Experimentation = Growth. Don't be let down if some of your experiments are inconclusive or even fail. But you're building compounded growth that is organic and you will hit some golden nuggets (huge wins).


Some inspiration: you have time for 21.5 sprints in a year

[💎@18:10] You have time for 21.5 sprints in a year. If you do 10 experiments in a sprint with a success rate of 30%, you will have 65 small and big experiments that will add compounded growth to your business.


The people

Growth marketing teams look for opportunities in the entire marketing funnel. This means you can't have just a specialist profile only: you should know a little about a lot.


[💎@20:20] Focus on what your core is but at the same time keep an eye out on all the things you can learn a little about (with minimum effort: book, blog, etc.) to improve your skills and your "T-shaped" profile.


The team at TomTom went through this T-shaping approach. Being able to think about ideas in multiple areas led to redesigning the landing page with 50% increase in sales with 6 experiments per sprint.


The tactics

Best practices, tooling, strategy, implementation. Examples (at different stage of the funnel)

Awareness

  • [💎@24:15] Don't complicate things. Think of resources you can create and share them on LinkedIn (if it's the channel you're working on) then do experiments on posts to see what gives you the best results in terms of tactics.
  • The one in the middle is what ended up working the best.
  • "Crystal" is a tool for LinkedIn that assesses someone's personality/psychological profile. You can then better know how to pitch them.
  • [💎@26:44] Create a persona for people who use your app and then use the psychological traits from a tool like Crystal to add any kind of features/messaging/communication so you connect with your users on a deeper level.
  • Tool based marketing: small tools that help drive traffic over to your website. Example: job portal Adzuna where not many people where posting their resumes. They created a tool called "value my CV" where you can know how much you could be making.
  • [💎@27:45] A tool like Outgrow allows you to do tool based marketing and create interactive calculators and quizzes that can drive traffic and engagement to your website.
  • [💎@29:13] DataSine (Pomegranate feature/product) is a tool that gives you the likelihood each ad creative will be converting. Instead of pushing all the ads live on your UA channel, you can put more budget behind the ad(s) most likely to win.
  • Growthtribe put Datasine to the test (on 56 ads) for a company they worked for.
  • Putting Datasine to the test.
  • Clustering for User Segmentation. Use data science to do the clustering and find patterns within your users so you can then personalize: not all segments are looking for the same thing in your app.

Acquisition

  • Your backend should be fast to load. But then the 5 first seconds are absolutely crucial.
  • Study by Microsoft on 200k websites
  • You want visitors to identify 2 things in the first 5-10 seconds
  • What does this website do or offer?
  • Why is it special? What is the USP?
  • [💎@38:55] Put people through 5-10 seconds test with a tool like Usabilityhub to see if they understand what your website has to offer. Iterate based on people's responses.
  • After using one of the answers in survey #3, survey #4 got to 80% 5-sec comprehension.

Activation - Getting people to experience your "wow" moment

  • You need to think about how you can activate people by pushing them to do the actions that get them to the "wow" moment. Examples:

Tinder realized that a match is crucial to the experience and need people to start swiping. Suspicion that they are actually using bots to make sure that people can experience the first match. Tinder also send a notification about how the chances of match are 3x higher.

  • [💎@46:33] You can try to apply a "WOW flip" where instead of having the activation after the acquisition you put it before the activation.
wow-flip.png

Examples:

  • Wealthfront takes you through a small quiz that shows you the spread of what your investment plan could look like
  • Evernote take you through a benefit oriented onboarding: the top 3 benefits
  • Tidal does a features-oriented approach
  • PayPal tells has an action-oriented onboarding where they ask you what's next
  • Lookout has an interactive quiz approach

Retention

  • Make user testing your best friend so you can understand how people use your product. Use tools like userzoom, usertesting and usabilityhub to test the hell out of every single thing.
  • Do a sentiment analysis with a tool like appbot that looks at how people are reactive to your new features.