[WMD 2015] Branch Metrics, Alex Austin "Mobile-izing The Masses: Build, Release & Grow B2C Apps"

TL;DR

Learn how to optimize app growth through a holistic framework in four stages: awareness, download, activation, and sharing.

Transcript

hey guys how's it going can you hear me all right in the back awesome so I'm Alex CEO and co-founder of branch metrics basically we make links for apps if you need links you need to use branch I'm trying to make this not such a big promotion for branch but or maybe throw something at me if I start going to Pro Mele on a personal note I'm honestly j... Read More

Key Insights

• 😀 Mobile apps should be viewed as growth engines with four key stages: awareness, download, activation, and sharing.
• 😀 Optimizing download sources, aligning sharing with the product, and continuous iteration are essential for app growth.
• 👤 Personalization and deep linking can significantly enhance user experiences and drive engagement.
• 😀 Building features like referral programs and contextual linking can boost app virality.
• 😀 Measuring and improving the conversion rates between app stages is vital for sustained growth.
• 😀 Integrating web SDKs with mobile apps can provide a seamless user experience across platforms.
• 😀 Strategic partnerships, like affiliate relationships, can enhance app discovery and user retention.

Questions & Answers

Q: How does Alex suggest viewing mobile apps for growth?

Alex emphasizes viewing apps as growth engines with four key stages: awareness, download, activation, and sharing, to optimize user engagement and retention.

Q: What are some examples provided to optimize the download stage?

Examples include affiliate relationships with apps like Instacart and Yummly, contextual linking, and personalized email campaigns like those used by 8tracks.

Q: How can apps improve user activation?

Apps can improve activation through personalized user experiences, such as personal welcome messages, referral programs, and deep linking features like those used by HotelTonight, GoGoBot, and All the Cooks.

Q: Why is it important to align sharing features with the app's user experience?

Aligning sharing features with the app's user experience is crucial for driving user engagement and growth, as natural integration encourages users to share content organically.

Summary & Key Takeaways

• Alex, CEO of Branch Metrics, discusses the importance of viewing mobile apps as growth engines.

• He emphasizes the four key stages of app growth: awareness, download, activation, and sharing.

• Examples are provided on optimizing each stage to increase app engagement and retention.