15. Google Play of course
Dedicated App Stores (Samsung‟s, T-
Mobile‟s, Amazon‟s, etc)
Pre-loads („holy grail‟)
Optimize your SEO
PR and bloggers
Ad networks
High volume
High conversion
Low cost
17. Acquisition: users download from various channels
Activation: users enjoy 1st visit, a happy experience
Retention: users come back, open app multiple times
Referral: users like our app enough to refer others
Revenue: users conduct some monetization behavior
Source: Dave McClure
24. Know the narrative(s)
Find your customer‟s internal trigger (as
opposed to external trigger)
„Every time the user [trigger], they [my
product]‟
“Every time the user feels
lonely, they open Facebook”
25. Serendip & Whitney Houston
Twitter @ SXSW
Onavo & AT&T
Sync your calendars
Ride on major events/themes
26. Features that improve conversion
◦ 80% - optimize existing features
◦ 20% - develop new features
No right or wrong – A/B Test, a lot
Measure
Repeat
28. Like The Web, But A Lot Harder
- Sean Byrnes, Flurry CTO
29. Retention – month/month active users
Engagement – increase active users
Monetization – make money
30. “The people who signed up in the first
month: Are they still using it today?
Often in social startups you‟ll see
people sign up, use it for a couple of
months, and then never use it again.
This weird effect where, because your
sign-up rate is so high, your active
users seems to stay pretty much the
same. Like a revolving door.”
31. Funnel analysis
Social sharing
Demographic data
Tracking time and location context
Optimize signup process
Push notification
Rate Us
Update Version
Email marketing
36. Research your audience (aka the press)
Don‟t spam
Perfect your elevator pitch
Twitter lists
G+ for tech pundits and journalists
Facebook – rally your troops
39. Start early (Soluto)
Choose your markets (Waze)
Be creative (Rovio)
Give back (Google giveaways)
Publicize your users (Onavo)
40. Time to first share
length of sharing period
k factor (how many new users
does each user bring in) larger
than 1
43. Web to Mobile
Downloads, not page views
Engagement
Cross-sale portfolio apps