Download - AARRR Marketing Guide
AARRR!
April 2, 2014
ComboApp Teamhttp://comboap.com
Want to be the tiger of mobile apps jungles?
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.
Mobile Marketing Agency
A!A!R!R!R
cquisition
ctivation
etention
eferral
evenue
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?
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:
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
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
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.
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.
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
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
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.