This is the third part of a three-part series. In the first part, I outlined how to audit your mobile app retention efforts and in part two, I wrote about Developing the Strategy

In the previous article, I outlined some different strategies that can be employed to increase mobile app retention. I also zeroed-in on four approaches which are particularly suitable for using CRM / Mobile Marketing Automation as a tactical lever. These are:

  • Improving Activation Rates
  • Increasing Frequency of Use
  • Increasing Feature Adoption
  • Re-Engagement of Lapsed or Churned Users

In this final part, I’ll talk about how to tackle…

This article is co-authored by Andy Carvell, Kevin Bravo and Tessa Miskell, based on a data investigation project conducted by Phiture in partnership with CleverTap.


‘Mobile Engagement’ is a nebulous term; it gets bandied around in many situations, often with scant regard for its definition.

In the broadest of terms, Engagement can be considered the act of the user interacting with / using the product. It’s often brought up along with Retention, so perhaps it’s also useful to differentiate these two terms:

Retention measures whether a user returns to the app in a given time period

Engagement measures what users…

This is the second part of a three-part series. In the first part, I outlined how to audit your mobile app retention efforts. Part three will be ‘Implementing the Strategy’

In part 1, I outlined a process for auditing mobile app retention efforts and identifying some qualitative and quantitative signals that can inform a retention strategy. This article provides a framework for those strategic decisions and outlines common strategic approaches that tackle different inputs to retention.

Defining Strategic Objectives

Consider the make-up of your retained users in any given period to identify the biggest opportunity. …

Behind every success, there are multiple mistakes. In the podcast series Mobile Growth Nightmares, hosted by me and Gessica Bicego (Blinkist), we talk about failures, missed opportunities, embarrassing blunders and the lessons learned from them.

Our next MGN episode is out! Recorded when the World Cup 2018 was still in it’s final stages, we caught up with Thomas Petit from fitness + nutrition app 8Fit.

(Full Disclosure: Thomas also helps out the Phiture team sometimes when we need an industry expert on User Acquisition, although 8Fit remains his primary project).

In this episode, recorded on the road during MAU Las Vegas, Gessica Bicego and I talk to three growth experts about some of the darkest moments in their careers.

Episode #2 is live now on iTunes:
and on SoundCloud:

Note: Due to the nature of recording on the go, the sound quality isn’t as great as usual, but the content itself makes up for it!

Prachi Snehal from Tubi TV, Cem Kansu from Duolingo, and Simon Lejeune from Hopper are not afraid to go back and revisit their biggest mobile growth nightmares.

First up on this episode…

NOTE: This is part one of a three-part series. The second part is ‘Developing a CRM strategy for increasing Retention’ The third part is ‘Implementing the Strategy

In this article, I’m sharing some practical tips on how to go about improving retention in B2C mobile apps, employing strategic use of CRM as a lever for this improvement.

From my former role leading the Retention team at SoundCloud, I learned first-hand how channels such as Push, Email and, particularly, in-app messages can deliver great impact on user engagement and retention.

After leaving SoundCloud and co-founding Phiture, myself and the team have…

At Phiture, we are often approached by pre-launch, or early-stage companies asking for help and consultancy about growth. We usually reply with thanks and ask them to come back when they have achieved Product/Market Fit. Our position is thus: until PMF is achieved, it’s too early to get serious about growth. This is pretty much precisely what Marc Andreessen says:

“When you are BPMF [Before Product/Market Fit], focus obsessively on getting to product/market fit. Do whatever is required to get to product/market fit. Including changing out people, rewriting your product, moving into a different market, telling customers no when you…

For growth practitioners, no idea should be too precious to kill

The most important decision a growth team needs to make on a regular basis is whether to re-invest in or divest resources from the current initiative(s). In my experience, this comes down to one question, which should be answered for each ongoing growth experiment on a weekly basis: Scale, Iterate, or Kill?

Important activities in the growth experiment cycle include: ideation and hypothesis generation, prioritization of new ideas, specifying and instrumenting experiments, analyzing results and communicating them to the broader team.

Mitigating Risk and Maximizing Impact

“The only thing we have to fear is fear itself” — Franklin D Roosevelt

Notifications can deliver significant engagement uplift, but, if abused, may result in negative user sentiment. What we routinely see at Phiture, is that teams are far more likely to under-deliver on notifications impact due to fear of annoying users than they are to drive users away through over-communicating.

This is a follow-up to my recent post where I outlined a model for considering the impact of notifications; the RRF Framework.

In this post, I’ll expand on the topic of impact. The first part of the post deals with how to conquer fears and unlock greater potential from notifications:

  • Testing ideas…

Andy Carvell

Co-Founder at Phiture Mobile Growth Consultancy — we help apps grow. Formerly Mobile Growth @ SoundCloud, living in Berlin, listening to techno.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store