Growth Tips & Zero Dollar Stack
For your
0 to 1mn Journey
By: Deepak Abbot | twitter.com/deepakabbot
Medium.com/@deepakabbot
Part 1: 25 Daily Use Tips
& Tools for your App
growth
Part 2: Growth Marketing
Stack on zero budget
Part 3: App Metrics
Benchmarks
Before you start
Do the Basics #Setup
• Integrate Google Tag Manager
• Capture the right events in your Analytics tool & Facebook
SDK
• Test all the events
• Link Google Analytics to Play Store
• Link Adwords to Google Analytics
• Test Install Tracking in Adwords & Facebook
• Test iOS + Android Source Tracking in GA
Tip 1
Master ASO #Acquisition
• Get the Right Keywords
• Keyword Tool like Keywordtool.io
• Add Inbound links (no redirect)
• ASO Tool trial versions
• Add Product Videos
• Free videos at powtoon.com
Tip 2
Free ASO Test #Acquisition
Rater.localytics.com (iOS)
Apptweak (Android & iOS)
Tip 3
Always be Tweaking #Acquisition
• Test your App Icon, Title,
Description, Images
• Plural keywords
• Misspelled Keywords (use app
reviews)
• Hndi Songs Gaana
Tip 4
ASO Cheat Sheet #Acquisition
Download Free ASO Cheat Sheet:
j.mp/freeASO
Tip 5
Get Covered #Acquisition
submit.co
Over 500 contacts listed
Justreachout.io – Find Journalists who write about Startups
Tip 6
Get Reviewed #Acquisition
j.mp/GetRevi
ewed
Over 80 sites listed
Tip 7
Get your App Indexed #Acquisition
Now Google supports both Android &
iOS
Add 2 Intent Filters – support both
example.com & example://
Tip 8
Go Wide #Acquisition
Tip 9
Master Onboarding #Engagement
• Custom Offer
• Optimize Referrals
• Personal Welcome
• Congratulate Them on
In-App achievements
• Welcome Email
• Friendly Reminder Push
• Avoid Login Gate
• Avoid Permissions
upfront*
*iOS & soon with Android M
Source: Mixpanel 2014 App State Report
Tip 10
FB App Invites #Acquisition
https://developers.facebook.com/docs/app-invites/overview
Tip 11
Optimize your App #Retention
Reduce App Size
App Size v Downloads
Proguard 14000 12
12000 10
Lint 10000
8
Use 9 patch Images 8000
6
Use PNGs, TinyPNG 6000
4
4000
LDPI/MDPI support? – 2000 2
Analyze & remove 0 0
1 2 3
support Organic Downloads Paid Downloads App Size
Tip 12
Rating Best Practice #Engagement
Visual Representation:
Not from the actual App
Visual Representation:
Not from the actual App
Visual Representation:
Not from the actual App
Visual Representation:
Not from the actual App
New Ratings
Introduced
Actual Rating Graph of the App using this rating model
Tip 13
Reviews Sentiments
Appbot.co
Tip 14
Visual Hack #UX
Make your loading animation fun
Use one liners, Funny Gifs, Random Facts, In-App Help
Tip 15
Optimize GA for Mobile #Analytics
• Create Custom Dashboards for
Product/Marketing/Tech/Business
• www.google.com/analytics/gallery
• Enable App Speed
• App Demographics & Interests
• App Store Views to Download
• Enable Experiments for A/B Testing
Tip 16
User Level Data in GA #Analytics
• Add Custom Dimensions in GA to pass unique ID
Admin > Property > Customer Dimensions > + New Dimension > Add the Snippet
Admin > Property > Settings > Tracking Info > User-ID
Tip 16
Facebook Analytics #Analytics
• Find your viral co-efficient
Tip 17
Actionable Cohorts #Analytics
• Are you segmenting your cohorts?
• By Age/Gender/Location
• By Campaign/Sources/Creatives
• By Device/OS/Resolution/Browser
• Affinities & Interests
• By Revenue
• By In-App Activities
• By Behavior
Tip 18
Free Advertising #Acquisition
• Rs.10000 free Adwords Credits
• $50 on Bing Ads
• $100 on Facebook Ads
Use this to target Journalists, Influencers, Bloggers by finding their Facebook ID
Tip 19
FB Advertising #Acquisition
Tip 20
Track your Competitor #Analytics
• Track Installed/Running Apps
• Track their traffic patterns
• Track their keywords
• Listen to their Notifications – Use batch.com/insights
Know your Competitors
Tip 21
Auto Register/Passive Login #Engagement
• Use AccountManager.getAccounts to get device primary ID
• Auto register the user
• Auto login the next time
• Use Email to Onboard
• Use this data for retargeting
Tip 22
Retarget for Free (Android) #Retention
• Fetch emails from AccountManager.getAccounts
• Export to Google Docs along with each event, Mail Merge
with Gmail
Tip 23
Cross Promote #Acquisition
Lend 10% inventory to network ad get return traffic
Tip 24
Optimize Deep Links #Engagement
Don’t forget to enable Deferred Deep Links
Facebook now allows deep links in App Install Ads
Test your Deferred deep link setup:
https://developers.facebook.com/tools/app-ads-helper/
Tip 25
Calculate Real CPI #Analytics
bit.ly/CPIcalc
Download the Excel Sheet
Tip 26
Easter Egg #UX
• Put a little game
• Animation
• Video
• Random Gift
Tip 27
Interactive Push #Engagement
Opens App
Tip 28
Push Best Practice #Engagement
j.mp/pushguide
Download Guide: By Urban Airship
Tip 24
In-App Messaging #Engagement
Tip 29
Badging (iOS) #Engagement
The Final Tip
Measure the right Metrics #Analytics
Focus on DAU/WAU
Focus on D30/D60 Retention post acqusition
Calculate Cost per Retained Users
Why Users Uninstall
Consumes lot of
battery, 9%
Consumes lot
of data, 10%
Don't like the App,
23%
App is slow, 10%
I don't use it much,
12%
Space on
phone, 12%
Forgot to
use, 9% Doesn't work/Bugs,
Push Competitor's 7%
Notifications, App is better,
4% 4%
37540 respondents across 4 apps in News, Sports, Media & Commerce category
Upto 1mn Users
ZERO DOLLAR STACK
App’s Customer Lifecycle
Attribution Tracking
Remarketing
App Distribution
ASO In-App Engagement Multi Channel
Referrals Social Plugins Customer Service
Notifications Advertising Analytics
IAP User Behavior
Commerce
Zero $
Stack
Disclaimer: Data from Multiple sources, Internal Analysis & Public tools
BEAT THE BENCHMARKS
Benchmark 1
Uninstall Rates
75%
60% 60%
40%
35%
22%
Games Business Ecommerce Music Social Messaging
Source: Internal Analysis, Tapstream & Apptentive
Benchmark 2
Retention Rates – Popular Apps
D30 D60
100% 100%
91% 88%
57% 56% 54%
52% 51%
44%
39%
35%
21%
17%
Facebook WhatsApp WeChat Instagram FB Twitter Tumblr
Messenger
Source: Tapstream
Benchmark 3
Retention Rates – Categories
45%
30%
25% 25%
15% 15%
10%
Benchmark 4
Install to MAU ratio
%
Benchmark 5
MAU/DAU ratio
%
Benchmark 6
App Ratings
Benchmark 7
Install to Rating Ratio
%
Benchmark 8
5 Star Review %
%
Benchmark 9
1 Star Review %
%
Benchmark 4
In-App Conversion %
%
Benchmark 5
Average CPIs in India
Android Rs.50-
75
iOS Rs.85-120
Cost of Retained User 3.5X
of CPI
Benchmark 6
Cost of Re-engagement
Android CPC Rs.6-9
iOS CPC Rs.15-
20
Cost of Re-install Rs.150-
220
Benchmark 7
>90% downloads are organic
India will downloads billions of Apps this year
App Downloads
App Downloads in 2016
in 2015
7.5bn 10.5bn
Find your
Million here
Reach me twitter/@deepakabbot or
email: dabbot@gmail.com
THANK YOU
