Making Your Funnel Work

App Marketing + Google Firebase

 App Marketing + Google
Firebase

App Marketing + Google Firebase

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 APP MARKETING
▪ App discovery
▪ Appstore conversion rates
▪ App churn/retention
▪ App acquisition funnel
▪ Metrics
▪ Cohorts
▪ Analytics challenges
▪ Attribution
▪ Universal app campaigns
▪ Smart app banners
▪ Univeral links
▪ ASO (App Store Optimization)
▪ Onboarding
▪ Engagementplatdorm
▪ Google Firebase

App Marketing + Google Firebase

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 APP DISCOVERY

Source:
https://www.marketingcharts.com/

App Marketing + Google Firebase

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 APPLE APPSTORE CONVERSION RATE
Source:
https://www.apptweak.com/

App Marketing + Google Firebase

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 APP RETENTION

Source:
https://www.localytics.com

App Marketing + Google Firebase

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 APP MARKETING
Source:
https://www.apptentive.com/blog/2016/0
FUNNEL 4/26/the-mobile-app-marketing-funnel/

App Marketing + Google Firebase

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 A LONG WAY… (ALL ARE DROP-OFF POINTS!!!)
1. Generic websearch on mobile phone
2. Click on searchresult (your website)
3. Click on smart app banner (on top of your landingpage)
4. Visit Appstore listing, views images and reviews
5. Clicks on install
6. Opens the app + onboarding
7. Creates an account + communication permissions
8. First interactions
9. …. De-install or recurring user

App Marketing + Google Firebase

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 METRICS TO FOCUS ON (ALWAYS USE COHORTS)
Acquisition
▪ Views in appstore
▪ Installs
▪ Conversion rate
▪ CPI (Cost Per Install)
Activation / Onboarding
▪ Account creation (%)
▪ E-mail confirmation (deliver/open/click)
▪ First essential usage→ Ready to use
App Marketing + Google Firebase
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Retention / churn
▪ 2nd and more usage / logins
▪ 1, 2, 3, 7, 14 and 28 day usage (interval)
▪ Critical Events Completion Rates
Succes / advocacy
▪ Invite other users / organic growth
▪ Branded search (trends)
▪ Reviews (# + average)
9
 EXAMPLE COHORT

Source:
https://clevertap.com/

App Marketing + Google Firebase

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 THE CHALLENGE WITH APP MARKETING User-Engagement
Traffic sources
Inapp
Search

Push
E-mail
Website App Store App E-mail
Social

SMS
Ads

Ads

App Marketing + Google Firebase

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 CRM + messaging
THE CHALLENGE WITH APP MARKETING User-Engagement
Traffic sources
Inapp
Search
Google Analytics
Google Analytics (Firebase / app) Push
E-mail
Website App Store App E-mail
Social

Appstore Analytics (2x) SMS

Ads

Ads
Ad platforms
App Marketing + Google Firebase
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 MOBILE ATTRIBUTION

Suppliers
▪ AppsFlyer
▪ Adjust
▪ Kochava

App Marketing + Google Firebase

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 UNIVERSAL APP CAMPAIGNS
Google Ads
▪ UAC for Installs
▪ UAC for Installs Advanced
▪ UAC for Actions
▪ UAC for Value (Beta)
▪ UAC for Re-Engagement (Beta)
▪ No SDK, but GA4F (Google Analytics for Firebase)

Facebook App Install ads

▪ SDK is not necessary, but beneficial

App Marketing + Google Firebase

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 SMART APP BANNERS
Banner on top of the webpages served on
smartphones / mobile devices.

<meta name="apple-mobile-web-app-title" content=“appname">

<meta name="application-name" content=“appname">
<meta name="google-play-app" content="app-id>

App Marketing + Google Firebase

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 CUSTOM URL SCHEMES / UNIVERSAL LINKS
URL Schemes

Universal links

https://medium.com/wolox/ios-deep-linking-url-scheme-vs-universal-links-50abd3802f97
App Marketing + Google Firebase
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 ASO (APP STORE OPTIMIZATION)
▪ App name, title, and URL optimization.
▪ Keyword research for ASO
▪ App rating and reviews generation and handling
▪ Deep linking within a mobile apps
▪ Indexation of Apps in Google SERPS (search engine results pages)
▪ Click through rate (CTR) optimization (images + video)

App Marketing + Google Firebase

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 ONBOARDING
Goals:
1. Get them to know/use the app + create account
2. Only real usage will prevent churn

▪ Coachscreens
▪ Interactive tutorials (video’s etc) in-app
▪ Tooltips (notifications that tell the user what it’s for)
▪ Progress bars
▪ E-mail lessons
▪ Training video’s (website / youtube, not in-app)

https://uxcam.com/blog/10-apps-with-great-user-onboarding/
https://www.usertesting.com/blog/user-onboarding-techniques-for-mobile-apps
https://muxawards.com/2019-winners
https://appinventiv.com/blog/mobile-app-onboarding-best-practices/
App Marketing + Google Firebase
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 CHURN PREVENTION
Analytics
▪ Learn when which users drop off
▪ Identify early warning indicators
▪ Ask them why leave / don’t use the app

Insights to gather:
1. Identify a lack of fundamental value
2. Identify bottlenecks in ineffective first experiences
Source:
3. Identify a lack of delivery on the fundamental value https://www.retently.com/
4. Lack of stickiness
5. Insufficient update cadence

Strategy
▪ Develop a testing plan (design + tekst + flows/sequences)
▪ Develop a re-engagement plan (inapp, push, e-mail, SMS and ads)
▪ Adjust your product roadmap towards learnings
▪ Personalize
App Marketing + Google Firebase
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 ENGAGEMENT PLATFORMS
Push In-app E-mail SMS Webbrowser

Airship Yes Yes Yes Yes -

Leanplum Yes Yes Yes - Yes

Braze Yes Yes Yes - Yes

OneSignal Yes Yes Yes - Yes

Clevertap* Yes Yes Yes Yes Yes

*whatsapp, facebook, google ads

Stats: https://www.accengage.com/benchmark-opt-in-and-reaction-rates-of-push-
notifications-and-in-app-messages-for-mobile-apps-2018-edition/
App Marketing + Google Firebase
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 GOOGLE FIREBASE
Developer
▪ Hosting
▪ Authencticion
▪ Storage
▪ (technical functions)

Analytics
▪ Events
▪ Conversions
▪ Audiences / funnels

Growth
▪ A/B testing
▪ Push messages
▪ Inapp messages
▪ Dynamic links
App Marketing + Google Firebase
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 THE END
▪ Next session about:
▪ 4B: Landingpage Optimization

App Marketing + Google Firebase

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