aarrr marketing guide

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AARRR! April 2, 2014 ComboApp Team http://comboap.com Want to be the tiger of mobile apps jungles?

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AARRR Marketing Guide

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Page 1: AARRR Marketing Guide

AARRR!

April 2, 2014

ComboApp Teamhttp://comboap.com

Want  to  be  the  tiger  of  mobile  apps  jungles?

Page 2: AARRR Marketing Guide

Mobile Marketing Agency

With  over  740  promotion  campaigns  for  mobile  apps  for  the  last  6  years,  ComboApp  team  gathered  significant  experience  

of  performing  the  balanced  approach  to  app  product  marketing.    

!Now  we’d  like  to  share  it  with  you,  as  we  want  your  app  

become  successful  too.  

Page 3: AARRR Marketing Guide

Mobile Marketing Agency

A!A!R!R!R

cquisition

ctivation

etention

eferral

evenue

Page 4: AARRR Marketing Guide

Mobile Marketing Agency

A!A!R!R!R

cquisition

Social  Media

Advertising  networks

Blogs/  Affiliates

Organic  downloads  generated  from  TOP  

positions  on  the  App  Store

PR

Biz  Dev  activity

Search  –  generated  downloads

App  Discovery  tools

This  is  the  stage  when  you  receive  your  prospective  users  and  they  perform  the  needed  action.  In  the  case  of  mobile  app  marketing  we’re  talking  about  app  download.  !What  you  have  to  evaluate  is  where  /  what  channels  do  users  come  from?

Page 5: AARRR Marketing Guide

Mobile Marketing Agency

A!A!R!R!R

ctivation User  tries  the  app  for  the  first  time

Product  features  &  UI Design Localization

This  is  the  moment  when  user  should  get  their  "happy"  user  experience.  The  main  question  you  should  ask  at  this  stage  is  what  %  of  new  users  has  had  that  “happy”  experience.  !Consider  utilizing  the  following  metrics:    • view  X  app  screens,    • spend  Y  seconds,    • make  Z  clicks  inside  the  app

Be  sure  to  pay  attention  to:

Page 6: AARRR Marketing Guide

Mobile Marketing Agency

A!A!R!R!R

etention

The  app  is  being  used  multiple  times,  in-­‐app  events  are  being  tracked  and  tested.  Be  sure  to  use  a  tracking  solution  to  be  able  to  improve  the  app`s  performance  in  these  terms.

Be  sure  to  take  advantage  of:

In-­‐app  events  tracking

The  common  metric  is  the  number  of  users  that  make  at  

least  3  visits  in  the  first  30  days

Periodic  mailing  with  news  &  updates

Push  notifications

Page 7: AARRR Marketing Guide

Mobile Marketing Agency

A!A!R!R!R

eferral

• Make  sure  you’ve  chosen  the  appropriate  social  media  channels  

• Make  sure  your  content  is  valuable  for  your  users  

• Make  sure  it’s  engaging  • Make  to  sure  to  

deliver  content  on  time   Social  Media  content  sharing

The  app   is  being   shared  via   various   channels   (social  media  sharing   tools   are   being   used).   Pick   the   right   channels   and  the  right  messages  to  become  more  `sharable`.

Take  advantage  of  the  Game  Center  to  motivate  users  share  their  results  thus  engaging  them  to  try  your  app  

Page 8: AARRR Marketing Guide

Mobile Marketing Agency

A!A!R!R!Revenue

The  app  is  being  monetized  via  the  chosen  model.  Be  sure  to  think  about  monetization  starting  from  the  `idea`  development  phase  since  it  is  the  most  crucial  issue  for  you.

Conduct  a  research  and  choose  your  model  wisely:

Free FreemiumPaid  app Free-­‐to-­‐play

You  have  to  decide  which  model  will  be  used  before  start  of  the  development  and  certainly  not  in  the  last  moment  just  before  the  release.

Page 9: AARRR Marketing Guide

Mobile Marketing Agency

A!A!R!R!Revenue

The  app  is  being  monetized  via  the  chosen  model.  Be  sure  to  think  about  monetization  starting  from  the  `idea`  development  phase  since  it  is  the  most  crucial  issue  for  you.

Conduct  a  research  and  choose  your  model  wisely:

Free FreemiumPaid  app Free-­‐to-­‐play

You  have  to  decide  which  model  will  be  used  before  start  of  the  development  and  certainly  not  in  the  last  moment  just  before  the  release.

Page 10: AARRR Marketing Guide

Mobile Marketing Agency

Customer  Lifecycle  /  Conversion  Behavior

• Acquisition:  users  from  miscellanea  channels  download  the  app  !

• Activation:  users  enjoy  1st  visit,  get  "happy"  user  experience  – view  X  app  screens,  spend  Y  seconds,  make  Z  clicks

• Retention:  users  re-­‐visit  the  app  multiple  times  – ex:  3+  visits  in  first  30  days  !

• Referral:  users  like  product  enough  to  refer  others  – referral  happens  via  email,  FB  &  Twitter  links,  blogs,  word-­‐of-­‐mouth,  etc

• Revenue:  users  conduct  monetization  behavior  – if  no  monetization,  choose  free  download  model

Page 11: AARRR Marketing Guide

Mobile Marketing Agency

Conversion  Measurement

• Conversion  Criteria:  – best-­‐performing  (%)  channels  – largest-­‐volume  (#)  channels  – lowest-­‐cost  ($)  channels  

!• Measurement  Components:  

– Audience  Segment  (young  women,  teenagers,  older  singles)  – Channel  Source  (social  network,  paid  downloads,  organic,  PR,  etc)  – Campaign  Theme  /  Brand  Promise  (“Best  strategy  game”,  “Ultimate  

cooking  guide”)  – Copy  &  Graphics

Page 12: AARRR Marketing Guide

Mobile Marketing Agency

Types  of  Metrics  &  Measurement

• Quantitative:  Traffic  Analysis  /  User  Engagement  – Report  what  users  do,  track  usage  &  conversion  %'s  for  all  or  empirical  sample  #  

of  users  !

• Qualitative:  Usability  Testing  /  Session  Monitoring  – Watch  what  users  do,  figure  out  problems  &  solutions  from  small  #  of  users  !

• Comparative:  A/B,  Multivariate  Testing  – Compare  what  users  do  in  one  scenario  vs  another,  see  which  copy/graphics/UI  

are  most  effective  !

• Competitive:  Monitoring  &  Tracking  Competitors  – Track  competitor  activity  &  compare  against  yours;  if  possible  compare  

channels,  keyword  traffic,  demographic  targeting,  user  satisfaction,  etc.

Page 13: AARRR Marketing Guide

Mobile Marketing Agency

Got  questions?Drop  us  a  line  at  [email protected]