When it comes to mobile growth, there are no largest lessons than those shared directly from people who have gone through it and seen success for themselves. We compiled some of the weightier translating from the How I Grew This podcast, hosted by our very own CMO and Co-founder, Mada Seghete.
Use viral loops to slide growth
Ron Schneidermann is the CEO of AllTrails. He has spent the past six years helping grow the company, which is now one of the top five health and fitness apps in both Google Play and the Apple App Store.
“Triage a variegated zone of the funnel every quarter. One quarter we are going to tackle signup rates. One quarter we’re going to tackle conversion. One quarter we’ll tackle churn … It’s not just top of the funnel. You know, top of the funnel sometimes is outside of your tenancy … The rencontre is to get users’ sustentation … We have a flywheel business, and so, really thinking through what drives a flywheel, new user activation, etc. We’ve been spending a lot of time lately talking well-nigh viral loops and how we can largest leverage the strength of our polity to go out and slide our rate of growth.”
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Really think through personalized app onboarding
Patricia Martorana is the former senior product manager, mobile growth at the New York Times. She led the cross-functional team to grow the subscription footprint and diamond the consumer journey within The New York Times news, cooking, and games sections.
“I would say the biggest thing that we’ve had that’s helped with growth from a product perspective was really rethinking our wangle model, and how we consider variegated user states, and how we differentiate between a non-subscriber state and a subscriber state. Some of that is introducing specific UX tied to the moment a user is in. So new messaging units …rethinking what we’re introducing when in terms of onboarding, and really prioritizing the kinds of behaviors that we want a user to get introduced to.”
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Experiment with variegated referral types
Yoann Pavy is a growth marketing leader. His main passions include disruptive businesses, growth marketing, and culture. Currently, he is the CMO of Nude, a UK-based FinTech app that helps first-time homebuyers save faster for their deposits.
“We built a giveaway type of lottery full-length inside the app, which is powerfully a referral mechanism. Instead of doing the increasingly worldwide £10 — I’ll requite you £10, you requite me £10 of monetary returns — we requite entries to a lottery that we transpiration the value and the frequency over time. There’s an element of surprise. It’s not guaranteed, but over time, your entries stay. If you stay for six years, over six years, we’ll have an infinite value of chances for someone to refer someone else to us … And the one we just launched, which is really moreover very interesting for variegated reasons, we undeniability it ‘Gift Time.’ That’s moreover something that no one else right now in the market is doing, which is permitting someone to share a payment link on the web for their friends and family to contribute to their Lifetime ISA [Individual Savings Account] directly … I think it’s very interesting from a growth point of view considering it opens the web ecosystem. There is a loop within that considering someone receiving the link could moreover refer someone else, could moreover be a potential consumer as well, or not, depending on their age and who they are. There’s some interesting mechanics within that … And then you can add a layer of paid marketing and all the usual suspects.”
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Refresh offline to online with QR lawmaking strategies
Ben Okkenga is the senior product manager at RTL2, a TV network from Germany. He is responsible for RTL2 projects and products, like the gaming website, mobile apps, and smart TV applications.
“Especially from social media, we are linking inside the app. But moreover what we are currently experimenting with is showing QR codes on TV. Whereas, we are a TV station, and in showing our TV spots on our TV shows on air, we can use some kind of overlays inside the show to promote some variegated storylines or some interactive quizzes or something like that. This is something where we directly try to connect the TV show or a specific episode with the app so the users can, for example, do a review quiz well-nigh past episodes or something like this. We are unchangingly trying to modernize our ways to get increasingly and increasingly users inside the app and experimenting a lot with variegated ways for it.”
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Know your customer
Carman Wenkoff is the EVP and Chief Information Officer at Dollar General. In this role, Carman has led the company’s digital transformation, implementing technology advancements to both enhance the brick-and-mortar retailer’s offerings and hoist the overall consumer experience.
“Most of our growth comes from new stores, and so just supporting that, in itself, is big. But during the pandemic, we moreover had a whole variegated segment of customers come into our stores that typically wouldn’t. And so we’ve ripened strategies with the marketing team … Like first, we just have to get to know them. Who is this customer? How can we alimony them engaged plane without the pandemic and make sure we’re moreover serving their needs? And we’ve been pretty successful with that, too.”
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Be flexible and learn
As VP of digital strategy and product, Nicole West has been at the helm, guiding Chipotle through a digital transformation in which digital ordering hit meteoric heights. Now, digital orders worth for over 20% of the company’s sales.
“With every big release, it doesn’t matter the value of user testing, prototyping, research that we’ve done, or how well-prepared or planful we’ve been. There will be surprises … In our first new big releases, I thought, ‘Why doesn’t every consumer prefer this and love it right away, just like our users in user testing did? This doesn’t make any sense.’ So understand that you’re going to have quick hotfix releases pursuit any big customer-facing full-length release, and know that that’s okay. Do all the research, do all the user testing. Get it out. Then be ready to squint at the analytics, do the spare learning, and be ready to make changes.”
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Focus on variegated consumer segments
Travis Trembath is the vice president, fan engagement at PGA TOUR, which is the premier sanctioning and organizing soul for men’s professional golf, representing the weightier players in the world.
“The thing that’s interesting well-nigh sports is you’ve got fans that are consuming in 20 or 30 variegated ways. We’re trying to get people to download the app, we’re trying to get people to shepherd tournaments, or trying to get people to watch the telecast, or trying to get people to shop at a PGA Tour Superstore … And so, we think well-nigh all these variegated activities that we’re asking fans to do, or variegated ways that fans can engage with our product, and we try to think well-nigh it in terms of variegated fan types … We really try to match the content on each platform with the type of fan that’s engaging in those platforms. And certainly mobile is a huge part of that, whether it’s driving new users to our social platforms or getting fans onsite at a tournament to download the app and use that to help guide their wits virtually the golf course. Mobile certainly has a big hand in a lot of those variegated channels and is key to both growing our fanbase and growing our database.”
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Use every message to build your brand
Gessica Bicego is a computer scientist with a deep passion for marketing. She is currently the CMO at Paired, an app that focuses on helping users build deeper connections with their partners.
“I think in the past there has unchangingly been this split between performance and brand. I don’t believe in this considering I think whenever you put a message out there and someone can see this message, you are ultimately doing a brand. The issue is, I think a lot of startups and companies … forget well-nigh the trademark and you think only well-nigh performance, KPI, and reaching a unrepealable efficiency. I think if you really want to build a sustainable, long-lasting brand, what you need to do is put the performance world and the trademark world together and think that every message that goes out there is an opportunity for you to exhibit your brand. For example, would you exhibit your trademark in a waterworks that brings you short-term results but hurts your trademark in the future? Probably not. I think companies that really focus on performance marketing tend to do that.”
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Embrace public relations to reach future customers first
![Image of Cameron Adams, Co-founder and Chief Product Officer, Canva with the quote "[PR] is really valuable considering it really helps you shape what your customers are going to say and their mindset as they come into the product."](https://blog.branch.io/wp-content/uploads/2022/08/image9-1-1024x535.png)
Cameron Adams is the Co-founder and Chief Product Officer at Canva . Canva belongs in a small group of tools that completely shift how people and brands tideway design.
“PR has played a massive part. Our relationship with the media has been really good. And plane since the early days of Canva, we’ve unchangingly thought well-nigh the story we’re telling with each of our product launches, or funding rounds, or whatever, and stuff worldly-wise to think well-nigh that story [lets us] send a really well-spoken message out to journalists. It’s really valuable considering it really helps you shape what your customers are going to say and their mindset as they come into the product. And [this] helps you find the right traffic.”
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Take risks
Alex McNamara is the throne of growth marketing at Cruise, leading the tuition for Cruise’s first customers. Cruise is towers all-electric, self-driving vehicles to modernize life in our cities and transform the future of transportation.
“One of the really interesting things is stuff in a visitor that is … not only first to market but one of the first to market in a new market. Considering you’ve really tried to teach people a new habit … I think, similar to when Uber and Lyft first came out, they had to teach people that summoning a stranger from the internet and getting into their car was a normal, unscratched wits … What we’ve been doing is encouraging people to share on social channels … and people love it … The good thing is most people have an unbelievable first time that they want to come when and try it then … There is risk. I think with everything, you can get paralyzed by risk, but if you don’t take any risks, you’ll never get anything done. So I think it’s just what level of risk you’re willing to take.”
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Work directly to build trust with partners
Martijn Lancee is the director of merchantry minutiae and growth at LinkedIn, the world’s largest professional network, where he has grown as a product leader over the past four years.
“I would highly recommend [developers] at least launch a test with Digital Turbine and ironSource to understand how preloads could potentially work for you. And if you have the resources, like a defended merchantry minutiae or product manager who can do the deals directly with the Android OEMs, typically you’ll get increasingly zinger for your buck. The ROI should be higher than if you work through an intermediary, which makes sense … The challenging part, working directly with the Android OEMs, is that you have to build that trust … Try to negotiate strategy surpassing you sign an try-on with a forfeit per install.”
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Have a singular team focus
With over 25 years of wits in leadership roles wideness multiple consumer industries and wide-stretching digital operations, Tracey Weber is currently the SVP of digital products, UX, and operations at CVS Health.
“A singular focus does help, which then leads us to say, ‘Well, you can’t unchangingly have just one focus.’ But how do we have fewer focuses so our teams can at least get a little bit of that finger of everybody rallying virtually something? … Try to make it well-spoken what that simple rallying cry is. And then just having empowered teams that know they’re given the worthiness to go icon out how to solve it. And have the consumer in the part-way of the solve, not the business.”
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Want increasingly translating well-nigh mobile growth? Listen to the How I Grew This Podcast now!