The Ultimate Guide to Unlocking Mobile Growth

Alex Austin
May 4, 2015 · 11 min read

Tricks and examples to help you master awareness, download, activation, and sharing of your app

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The growth engine of your app

The four phases of the growth cycle are awareness, download, activation, and share.

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“A growth engine is a cyclical process that results in your existing users inviting their friends.” (Tweet this quote)

Phase 1 — Attributing downloads to the source

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Example — Instacart & Yummly: Getting and Attributing Affiliate Traffic

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Yummly users are presented with a link to their shopping cart in Instacart
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A contextual deep link allows the entire Yummly shopping list to be added to Instacart, even through install.
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Branch’s dashboard provides thorough insights on the performance of Branch links.

Example — 8tracks: Attributing Email Performance

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8track uses a Branch link to measure the number of interactions with their marketing emails.

Phase 2 — Converting downloads to activations

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Example — Gogobot: Personalized Onboarding for High Activation

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Comparison of generic onboarding screen verses personalized onboarding.

Example — Allthecooks: Contextual Deep Linking for High Activation

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AllTheCooks brings new users directly to the recipe in the app that was shared with them.

Phase 3 — Driving more sharing

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Example — The League: Natural Referrals for High Share Conversion

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By tracking link clicks, The League created a dynamic waitlist for their app.

Phase 4 — The Full Circle Growth Engine

k-factor = (download -> activation) * (activation -> share) * (share -> new viral-driven download)

Closing Thoughts


Mobile Growth

Your app is live.

Alex Austin

Written by

I was constructed from remnants of HAL 9000 and Optimus Prime. I’m currently working on Branch links @branchmetrics to help mobile devs with app discovery.

Mobile Growth

Your app is live. Now what? You can also find us at our meetups: https://events.mobilegrowth.org/ and at our cross platform conference https://branchoutsf.com/

Alex Austin

Written by

I was constructed from remnants of HAL 9000 and Optimus Prime. I’m currently working on Branch links @branchmetrics to help mobile devs with app discovery.

Mobile Growth

Your app is live. Now what? You can also find us at our meetups: https://events.mobilegrowth.org/ and at our cross platform conference https://branchoutsf.com/

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