The Formula to Mobile App Growth with Andy Carvell

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Andy Carvell (Phiture - mobile growth consultancy) talks about the Mobile Growth Stack (and how to use it), the RRF formula to improve retention and the go-to playbook Andy uses for increasing revenue generated for an app.

Source:
The Formula to Mobile App Growth with Andy Carvell
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Podcast
Publication date:
January 8, 2020
Added to the Vault on:
March 17, 2020
These insights were shared through the free Growth Gems newsletter.
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💎 #
1

Although the Mobile Growth Stack is meant to be thorough, you need to figure out the few things that will yield the best results and focus/double down on them. You can not do everything.

03:30
💎 #
2

Focus on engagement and retention first and compare vs. industry benchmark. Don’t scale before this.

06:45
💎 #
3

Differentiate activity (example: notification) and the channel (push notification, SMS, email, snail mail etc.). Channel might not be effective, but activity still can be.

11:30
💎 #
4

RRF (Reach x Relevance x Frequency) gives you the overall impact you can have when re-engaging.

12:25
💎 #
5

Introducing users to the value of the product (including content for the free tier) can lead to great results.

27:15
The "gems" from this resource are only available to premium members.
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💎 #
1

Although the Mobile Growth Stack is meant to be thorough, you need to figure out the few things that will yield the best results and focus/double down on them. You can not do everything.

03:30
💎 #
2

Focus on engagement and retention first and compare vs. industry benchmark. Don’t scale before this.

06:45
💎 #
3

Differentiate activity (example: notification) and the channel (push notification, SMS, email, snail mail etc.). Channel might not be effective, but activity still can be.

11:30
💎 #
4

RRF (Reach x Relevance x Frequency) gives you the overall impact you can have when re-engaging.

12:25
💎 #
5

Introducing users to the value of the product (including content for the free tier) can lead to great results.

27:15
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💎 #
1

Although the Mobile Growth Stack is meant to be thorough, you need to figure out the few things that will yield the best results and focus/double down on them. You can not do everything.

03:30
💎 #
2

Focus on engagement and retention first and compare vs. industry benchmark. Don’t scale before this.

06:45
💎 #
3

Differentiate activity (example: notification) and the channel (push notification, SMS, email, snail mail etc.). Channel might not be effective, but activity still can be.

11:30
💎 #
4

RRF (Reach x Relevance x Frequency) gives you the overall impact you can have when re-engaging.

12:25
💎 #
5

Introducing users to the value of the product (including content for the free tier) can lead to great results.

27:15
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Notes for this resource are currently being transferred and will be available soon.

The Mobile Growth Stack

[💎@03:30] Although the Mobile Growth Stack is meant to be thorough, you need to figure out the few things that will yield the best results and focus/double down on them. You can not do everything.


Getting started

Start with getting basic analytics setup so you can attribute downloads, measure cohort retention and track events to understand users’ behavior.


[💎@06:45] Focus on engagement and retention first and compare vs. industry benchmark. Don’t scale before this.

  • Retention: how often they’re coming back
  • Engagement: what users are doing in the app when they come back

[💎@11:30] Differentiate activity (example: notification) and the channel (push notification, SMS, email, snail mail etc.). Channel might not be effective, but activity still can be.


Prioritizing engagement impact efforts

[💎@12:25] RRF (Reach x Relevance x Frequency) gives you the overall impact you can have when re-engaging:

  • Reach: % of user base you’re likely to reach with the notification
  • Relevance: can use the open rate you’re getting
  • Frequency: how often can you send them

Initially opted for 1 notification every 24 hours (MVP). Later you can evolve to a more complex system.


ASO

One of the biggest impacts: optimizing the icon => one of the first things to revisit. Try adding the name of the app.


[💎@27:15] Introducing users to the value of the product (including content for the free tier) can lead to great results. Example: surfacing the free content via in-app messaging to new users led to a > 100% increase in conversion to subscription.


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

The Mobile Growth Stack

[💎@03:30] Although the Mobile Growth Stack is meant to be thorough, you need to figure out the few things that will yield the best results and focus/double down on them. You can not do everything.


Getting started

Start with getting basic analytics setup so you can attribute downloads, measure cohort retention and track events to understand users’ behavior.


[💎@06:45] Focus on engagement and retention first and compare vs. industry benchmark. Don’t scale before this.

  • Retention: how often they’re coming back
  • Engagement: what users are doing in the app when they come back

[💎@11:30] Differentiate activity (example: notification) and the channel (push notification, SMS, email, snail mail etc.). Channel might not be effective, but activity still can be.


Prioritizing engagement impact efforts

[💎@12:25] RRF (Reach x Relevance x Frequency) gives you the overall impact you can have when re-engaging:

  • Reach: % of user base you’re likely to reach with the notification
  • Relevance: can use the open rate you’re getting
  • Frequency: how often can you send them

Initially opted for 1 notification every 24 hours (MVP). Later you can evolve to a more complex system.


ASO

One of the biggest impacts: optimizing the icon => one of the first things to revisit. Try adding the name of the app.


[💎@27:15] Introducing users to the value of the product (including content for the free tier) can lead to great results. Example: surfacing the free content via in-app messaging to new users led to a > 100% increase in conversion to subscription.


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 ↙
Request Access

The Mobile Growth Stack

[💎@03:30] Although the Mobile Growth Stack is meant to be thorough, you need to figure out the few things that will yield the best results and focus/double down on them. You can not do everything.


Getting started

Start with getting basic analytics setup so you can attribute downloads, measure cohort retention and track events to understand users’ behavior.


[💎@06:45] Focus on engagement and retention first and compare vs. industry benchmark. Don’t scale before this.

  • Retention: how often they’re coming back
  • Engagement: what users are doing in the app when they come back

[💎@11:30] Differentiate activity (example: notification) and the channel (push notification, SMS, email, snail mail etc.). Channel might not be effective, but activity still can be.


Prioritizing engagement impact efforts

[💎@12:25] RRF (Reach x Relevance x Frequency) gives you the overall impact you can have when re-engaging:

  • Reach: % of user base you’re likely to reach with the notification
  • Relevance: can use the open rate you’re getting
  • Frequency: how often can you send them

Initially opted for 1 notification every 24 hours (MVP). Later you can evolve to a more complex system.


ASO

One of the biggest impacts: optimizing the icon => one of the first things to revisit. Try adding the name of the app.


[💎@27:15] Introducing users to the value of the product (including content for the free tier) can lead to great results. Example: surfacing the free content via in-app messaging to new users led to a > 100% increase in conversion to subscription.