aarrr marketing guide

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AARRR Marketing Guide

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  • 1. AARRR! April 2, 2014 ComboApp Teamhttp://comboap.com Wanttobethetigerofmobileappsjungles?

2. Mobile Marketing Agency Withover740promotioncampaignsformobileappsforthe last6years,ComboAppteamgatheredsignificantexperience ofperformingthebalancedapproachtoappproduct marketing. ! Nowwedliketoshareitwithyou,aswewantyourapp becomesuccessfultoo. 3. Mobile Marketing Agency A! A! R! R! R cquisition ctivation etention eferral evenue 4. Mobile Marketing Agency A! A! R! R! R cquisition SocialMedia Advertising networks Blogs/ Affiliates Organicdownloads generatedfromTOP positionsontheAppStore PR BizDevactivity Searchgenerated downloads AppDiscovery tools Thisisthestagewhenyoureceiveyourprospectiveusersandthey performtheneededaction.Inthecaseofmobileappmarketing weretalkingaboutappdownload. ! Whatyouhavetoevaluateiswhere/whatchannelsdouserscome from? 5. Mobile Marketing Agency A! A! R! R! R ctivation Usertriestheapp forthefirsttime Productfeatures&UI Design Localization Thisisthemomentwhenusershouldgettheir"happy"userexperience.The mainquestionyoushouldaskatthisstageiswhat%ofnewusershashad thathappyexperience. ! Considerutilizingthefollowingmetrics: viewXappscreens, spendYseconds, makeZclicksinsidetheapp Besuretopayattentionto: 6. Mobile Marketing Agency A! A! R! R! R etention Theappisbeingusedmultipletimes,in-appeventsare beingtrackedandtested.Besuretouseatracking solutiontobeabletoimprovetheapp`sperformancein theseterms. Besuretotakeadvantageof: In-appevents tracking Thecommonmetricisthe numberofusersthatmakeat least3visitsinthefirst30days Periodicmailingwith news&updates Pushnotifications 7. Mobile Marketing Agency A! A! R! R! R eferral Makesureyouvechosentheappropriate socialmediachannels Makesureyourcontentisvaluableforyour users Makesureitsengaging Maketosureto delivercontentontime SocialMedia contentsharing Theappisbeingsharedviavariouschannels(socialmedia sharing tools are being used). Pick the right channels and therightmessagestobecomemore`sharable`. TakeadvantageoftheGameCenterto motivateuserssharetheirresultsthus engagingthemtotryyourapp 8. Mobile Marketing Agency A! A! R! R! Revenue Theappisbeingmonetizedviathechosenmodel.Besureto thinkaboutmonetizationstartingfromthe`idea` developmentphasesinceitisthemostcrucialissueforyou. Conductaresearchandchooseyourmodelwisely: Free FreemiumPaidapp Free-to-play Youhavetodecidewhichmodelwillbeused beforestartofthedevelopmentand certainlynotinthelastmomentjustbefore therelease. 9. Mobile Marketing Agency A! A! R! R! Revenue Theappisbeingmonetizedviathechosenmodel.Besureto thinkaboutmonetizationstartingfromthe`idea` developmentphasesinceitisthemostcrucialissueforyou. Conductaresearchandchooseyourmodelwisely: Free FreemiumPaidapp Free-to-play Youhavetodecidewhichmodelwillbeused beforestartofthedevelopmentand certainlynotinthelastmomentjustbefore therelease. 10. Mobile Marketing Agency CustomerLifecycle/ConversionBehavior Acquisition:usersfrommiscellaneachannelsdownloadtheapp ! Activation:usersenjoy1stvisit,get"happy"userexperience viewXappscreens,spendYseconds,makeZclicks Retention:usersre-visittheappmultipletimes ex:3+visitsinfirst30days ! Referral:userslikeproductenoughtoreferothers referralhappensviaemail,FB&Twitterlinks,blogs,word-of-mouth,etc Revenue:usersconductmonetizationbehavior ifnomonetization,choosefreedownloadmodel 11. Mobile Marketing Agency ConversionMeasurement ConversionCriteria: best-performing(%)channels largest-volume(#)channels lowest-cost($)channels ! MeasurementComponents: AudienceSegment(youngwomen,teenagers,oldersingles) ChannelSource(socialnetwork,paiddownloads,organic,PR,etc) CampaignTheme/BrandPromise(Beststrategygame,Ultimate cookingguide) Copy&Graphics 12. Mobile Marketing Agency TypesofMetrics&Measurement Quantitative:TrafficAnalysis/UserEngagement Reportwhatusersdo,trackusage&conversion%'sforallorempiricalsample# ofusers ! Qualitative:UsabilityTesting/SessionMonitoring Watchwhatusersdo,figureoutproblems&solutionsfromsmall#ofusers ! Comparative:A/B,MultivariateTesting Comparewhatusersdoinonescenariovsanother,seewhichcopy/graphics/UI aremosteffective ! Competitive:Monitoring&TrackingCompetitors Trackcompetitoractivity&compareagainstyours;ifpossiblecompare channels,keywordtraffic,demographictargeting,usersatisfaction,etc. 13. Mobile Marketing Agency Gotquestions? [email protected]