Episódios
-
One of the most important metrics for a mobile app is its conversion rate. It tells you how many people that use the app for free become your paying customers. It’s about how profitable and sustainable your app is.
Now, if you are one of the die-hard Pink Floyd fans, you gotta love their song The Wall. If you are an app marketer, your wall is the paywall :-) Among many tools that you may use to increase the number of people who become your paying customers, once they hit the paywall, are cognitive biases.
You may heard of them if you have a peripheral interest in psychology.
Today, Max will tell you about using cognitive biases to significantly increase your app’s conversion rate.
Today’s topics include:Max Amelang's bioAbout PreMatchEthical boundaries in cognitive biasesThe most underrated cognitive biasesHigh-impact experiments with paywallsAndroid or iOS?Leaving his smartphone at home, what features would Max miss most?What features he would like to see added to his smartphone?Links and Resources:Max Amelang on LinkedInPrematch websiteBusiness Of Apps - connecting the app industryQuotes from Max Amelang"Yeah, it's absolutely a valid question because especially in the beginning, it's extremely tempting to see all of these tools you can use to somehow increase this conversion rate by margin or by another percent and so on. But then I also quickly realized not only as a product manager, but also as a user, how would I feel if I stumble across this? "
"Obviously I know the tricks, so maybe I need to be a bit harder in order to define if something is good or not so good anymore. And I then came up with like, how would my parents behave on this paywall? Because parents just as a symbol for an older generation that are not as native with mobile apps.
And I always am fascinated when I see how my dad navigates his app and when I realize, why did he just click on this button because it's blinking quicker? And I realized, okay, this is how easily he's influenced. So as a very soft first test, I'm thinking about, okay, how would my dad would behave on this paywall? Would he buy just because of the cognitive biases or would he still be able to make his own decision?"
HostBusiness Of Apps - connecting the app industry since 2012
-
Ok, here is the thing.
Most apps are still built on rigid, one-size-fits-all user flows. They rely heavily on historic behavior - what a user clicked on last week or which segment they’re in. But user needs change moment to moment. And when apps fail to adapt, users just leave.
The next evolution isn’t about personalizing based on identity - it’s about adapting based on intent. And that intent can only be accurately understood in context.
In this episode, we’re going to talk about the Context Platform by ContextSDK that enables apps to detect real-world context in real time - whether a user is walking, relaxing, commuting, charging their phone, or simply on the move - and then infer their intent. Using a combination of on-device machine learning and server-side intelligence, the platform helps apps deliver the right experience or message at the right moment.
This isn’t just a UX upgrade - it is a fundamentally better way to retain users and drive revenue, while respecting privacy and improving performance.
Today’s Topics Include:Dieter Rappold's' bioAbout ContextSDKSwitching focus from app users' behavior to their intentHow Context Platform helps LiveOps maximize their effortsExample of how detecting user context in real-time improves the app experienceHow context-aware delivery fix the issue with intrusive push notificationsAchieving personalization without relying on personal data or permissionsWhat it takes to implement Context Platform into the appLinks and Resources:Dieter Rappold on LinkedInContextSDK websiteMaximizing app engagement through content-aware solutionsBusiness Of Apps - connecting the app industryQuotes from Dieter Rappold"It’s great to know a lot about past behavior, but past behavior is looking into the past. Intent is happening in the moment and is looking forward"
"We collect enough data points on patterns of movement and behavior and analyze them with the smartest machine learning models out there. That allows us to infer intent—and that’s something extremely powerful when shaping app experiences,"
HostBusiness Of Apps - connecting the app industry since 2012
-
Estão a faltar episódios?
-
I think by now you’ve noticed that the last few episodes weren’t regular ones, on those we featured our discussion panels from App Promotion Summit Berlin 2024.
Why? Well, the physical space in the venue in Berlin was obviously limited and it’s not like you can fly to Berlin to visit the summit on a whim - time and money aren’t always there when you need them, right? But we don’t want you to miss an opportunity to listen to these discussions and learn from it.
So here comes the next panel - “Beyond downloads: app engagement strategies"
It was hosted by Keziah Husselbee, Product Marketing Specialist at Adobe.
It was a pleasure to have on the panel people from:
Jelena Zbijowski, Head of CRM & Product Marketing at BlinkistRoma Rey, Head of CRM at ParshipMeet GroupRobert Vaternam, Senior CRM Manager at FreeleticsJon Genovard, Senior CRM Manager at ShareTheMeal -
Good news - the winter is finally over, and I’m sure you’ve missed the warmth just as much as I have.
Today, I’m thrilled to share with you another special episode featuring one of the discussion panels we hosted last December during the App Promotion Summit Berlin.
This panel covers a wide range of topics, including user acquisition strategies, incrementality and ROI measurement, retargeting and re-engagement strategies, and more.
The panel was hosted by Bob Hollanders, Head of Sales & Account Management, EMEA & US at Appier.
We were fortunate to have on the panel:
Victoria Chang, Performance Marketing Lead at WoogaPascal Priso, Performance Marketing Manager at BabbelKarst Kortekaas, Director, App Solutions, EMEA at AppierCansu Bengü Ağaoğlu, Head of Sales (Central Europe) at Adjust -
Another week - another bonus episode for you.
There is no other way to put it - data is the fuel that powers current economy. When we look at the mobile industry, we see that it is the absolutely essential part of the picture. You know it so well - acquiring app users was never easy but these days it is a real challenge. To win the game, you need to work out a data-driven strategy to acquire users for your app.
On this episode, we feature “Data-driven strategies for UA” panel discussion we hosted during App Promotion Summit Berlin last December.
The topics covered on the panel included user acquisition strategies, incrementality testing and attribution, branding and consistency, creative strategies for UA, creative fatigue, fake ads and transparency, playable ads, future plans for 2025, and more.
This panel of experts includes:
Ece Stepien, Regional Director Western Europe & MENAT at AppsFlyerJessica Gotti, Head of Performance Marketing at PairedMatej Jurcak, ASO & Growth Partnerships at Pixel FederationMarta Fogel, Head of Marketing at NeuroNationMisha Osintcev, Growth Director at Kolibri GamesAll right, without any further ado…let’s go.
-
AI is reshaping the way brands create and test ads, and mobile marketing is at the forefront of this revolution. With AI-generated UGC (aka User Generated Content), creative testing at scale is no longer a challenge—it is an opportunity.
Today, I’m joined by Andy to explore how their partnership with HeyGen is unlocking new possibilities for mobile advertisers. How is AI changing the game, and what does this mean for the future of creative? Let’s find out.
Today’s Topics Include:Andy Willers' bioAbout FavouredChallenges Favoured faced before integrating AI-generated UGCWhat impact AI UGC had on one of the campaigns Favoured was runningBiggest opportunities and risks for brands scaling creative testing with AI-generated contentAndroid or iOS?Leaving his smartphone at home, what features would Andy miss most?What features he would like to see added to his smartphone?Links and Resources:Andy Willers on LinkedInFavoured websiteHeyGen - AI video generatorBusiness Of Apps - connecting the app industryQuotes from Andy Willers" What AI has allowed us to do, particularly on the UGC side, is massively increase our capability for creative testing,” Andy said. “HeyGen’s digital avatars enable us to quickly generate multiple UGC scripts or executions—allowing us to test different messaging and ad styles at scale.."
"We’re not at a stage where you type in a prompt and AI spits out a perfect execution. The human touch is still essential,” he explained. “HeyGen gives us the raw material—high-quality AI avatars—but it still requires skilled video editors to integrate them effectively with B-roll footage and visual elements."
HostBusiness Of Apps - connecting the app industry since 2012
-
Today, we’re excited to feature a panel discussion we hosted at our App Promotion Summit Berlin last December. It focused on a crucial topic for all app marketers: User Acquisition in 2025.
The panel covered a wide range of topics, including optimizing ad channels, the shift from attribution to incrementality, exploring new growth channels, and more.
It was hosted by George Natsvlishvili, Co-Founder at We Up and the panelists were:
Şebnem Alpaylı O'Rourke, Senior User Acquisition Manager at Stillfront GroupMark Mukhin, Team Lead App Marketing at AutoScout24Gaurav Bhattacharya, Performance Marketing Lead at ZenjobAlper Taner, Head of Performance at BGNet Mobile -
Today, we begin with another trivia question for you - can you think of the best case for A/B testing? Are you thinking about a particular app, service, or product?
No - it’s bigger than that, I’m talking about the evolution of life on this planet. No, there is no a girl or a guy, sitting with a MacBook Pro and running A/B tests for all flora and fauna on this planet :-) My point is that testing is very fundamental and, if it will make you feel a bit more important, you’re doing it along with the Mother Nature.
To talk about A/B testing for driving app growth we invited Tina.
Today’s Topics Include:Tina Kim's bioAbout Huckleberry LabsUsing A/B tests to make confident decisionsGenerating actionable insights with limited resources and tight timelinesIncorporating learnings from failed A/B testsAndroid or iOS?Leaving her smartphone at home, what features would Tina miss most?What features she would like to see added to her smartphone?Links and Resources:Tina Kim on LinkedInHuckleberry Labs websiteBusiness Of Apps - connecting the app industryQuotes from Tina Kim" So A-B testing is really useful for when there is a shadow of doubt. Put it so whatever you A/B test, it's not some idea that you've picked from the air. It's always based off of some well-informed hypothesis, whether it be analyzing your behavioral data of your users or you've done some user research market research as well. There is always some well-informed hypothesis that drives you to build something."
"The other thing is where A-B testing can really help you move forward faster is during the development process, the design process, there may be countless arguments about the perfect copy. Some people are very particular about copy, but and we may spend like endless cycles just trying to perfect the copy, but that's not the point of the change. Let's just test it. And A-B testing is iterative. And so you find something that you feel good with, it doesn't have to be perfect, and you test it and move forward. And if you feel like there's opportunity to squeeze more juice, test it again, right? And so I've been able to move forward faster."
HostBusiness Of Apps - connecting the app industry since 2012
-
In the future, history textbooks will be telling the story of how, at the beginning of the second decade of the 21st century, we all collectively jumped into the world of mobile apps.
Now, you may be super excited about the growth of the mobile ecosystem or shake your head about its externalities, unintended consequences, but it’s undeniable - mobile apps take a huge spot in our lives.
Today, a big chunk of the mobile app economy space belongs to app subscriptions - Netflix, Apple TV, Tinder, Duolingo, the list goes on and on. If you build apps yourself and monetize them with the subscription model, you will be really interested to learn about Phil’s Subscription Value Loop strategy.
Today’s Topics Include:Phil Carter's bioKey challenges developers of subscription-based apps face todayIdentifying and refining the core value proposition Strategies to convert free users into subscribers, while maintaining a great user experience and ensuring long-term profitability Android or iOS?Leaving his smartphone at home, what features would Phil miss most?What features he would like to see added to his smartphone?Links and Resources:Phil Carter on LinkedInPhil Carter's websiteMaven coursePhil's Sub stackBusiness Of Apps - connecting the app industryQuotes from Phil Carter:"The core of the subscription value loop framework that I teach about in my course is a company's core value promise. In other words, what is the value that you're providing to a user, and ideally to a paying subscriber, that is going to not just bring them to the product in the first place, but cause them to continue paying you a subscription over a long period of time?"
"And value delivery is typically led by marketing teams, sometimes with the support of growth product teams or sales teams if you have a B2B business. And value delivery is all about making sure that you have sustainable unit economics, right? You're going to have some amount of LTV that you get from users. But in order to have a sustainable business, you need a strong LTV over CAC ratio and a rapid payback period. And that depends critically on your cost of user acquisition."
HostBusiness Of Apps - connecting the app industry since 2012
-
The holiday season is practically around the corner. We can all hear The Jingle Bells singing and some nice gifts from Amazon are waiting underneath the Christmas Tree.
Anyway, this week, we have yet another exclusive bonus episode for you, featuring the panel discussion from the App Promotion Summit San Francisco 2024.
As you know, we organize the App Promotion Summit several times a year to bring together app marketing, growth, product, CRM, and revenue executives. These events feature panels where industry professionals share their experiences and insights on emerging trends that significantly impact the sector.
During this year’s App Promotion Summit San Francisco, we held a panel dedicated to AI breakthroughs in mobile app marketing.
It was hosted by Jenny Pollock, Mobile App Expert & Founder of WOMEN AND AI and the panelists were:
Lindsey Witmer Collins, Founder & CEO of WLCMJillian Arnold, co-founder of SnapbackXenia Kupriyanova, senior growth marketing manager at houzzNancy Roberts, president of CRAFTSMAN+ -
Last year, we celebrated the 15th anniversary of the App Store and Google Play. If you’ve been part of the app industry for all these years, you saw the sea of change in app marketing.We all remember the exponential growth of both stores, and the moment when they hit the ceiling. We witnessed the rise of freemium and subscription models, the introduction of app store optimization, and the burst on the scene of Pokémon Go, for Christ’s sake.
And then all of a sudden, it turned out that for all these years the industry had been missing one crucial component - the app user’s privacy. So, it’s been more than three years since Apple introduced its ATT framework, and, of course, GDPR fundamentally changed user data collection and digital advertising.
Today, we have Nicoline to talk about what it takes to achieve app marketing success in the privacy-centric era.
Today’s Topics Include:Nicoline Strøm-Jensen's bioThe biggest obstacles for app marketers in the privacy-first landscapeEffective strategies for measuring and optimizing ad campaigns in today's privacy-focused environmentEmerging strategies tools and strategies to stay competitive and compliantAndroid or iOS?Leaving her smartphone at home, what features would Nicoline miss most?What features she would like to see added to her smartphone?Links and Resources:Nicoline Strøm-Jensen on LinkedInAdjust websiteBusiness Of Apps - connecting the app industryQuotes from Nicoline Strøm-Jensen:"So, the first thing I want to point out is that I often use the term “signal loss” as a buzzword in this field when discussing privacy-first approaches. So signal loss is what makes and has been making marketers the most nervous because in practical terms, this references device identifiers and device identifiers were the key granularity of data that marketers prior to the push for new privacy focus was what they used to efficiently target their user segments with personalized ads and promos. But even as an aspect of that and higher level was just to understand where their marketing dollars were bringing in the best return."
"And over the past three years, the industry has been working together. And this is something that I've talked about in different conferences or just with clients. That's one aspect that I have enjoyed. When I entered this industry, it was rather competitive and, you know, then we had this moment of, okay - we got to work together. We've got these different components and we're not going to be able to all see success without that collaboration. And so, going from that, the conversations that I have with clients are first and foremost, all right, I'm sorry, but we have to let go of the past."
HostBusiness Of Apps - connecting the app industry since 2012
-
A quick trivia question - what was significant about the year 2008 technology-wise? It was the year when Bitcoin was introduced, and Spotify was launched. Am I missing something here? Right - both the Apple App Store and Google Play stores were launched that year. It was about the introduction of the new software distribution model for developers. Then followed the witty slogan from Apple: “There is an app for that!”, and both platforms began to count and brag about the number of apps released on those stores.
Moving forward, the status quo that was established was Apple only had one app store - an exclusive distribution channel for iOS developers. On the other hand, Google had multiple third-party app stores for Android, on top of the Google Play store. For a while, it felt like it was going to be like that forever.
And then “forever” ended. On March 5th of 2024, Apple released iOS 17.4, enabling third-party app stores on iOS devices within the EU, complying with the EU’s regulation.
On this episode, we have Shalom to talk about shaping the future of app distribution: trust, growth, and regulation.
Today’s Topics Include:Shalom Michaeli bioWhat is Digital TurbineThe impact of European regulations and new tech on the future of third-party app storesEssential strategies for alternative app stores to build consumer trust while scaling their presence globallyHow Digital Turbine uses research and partnerships to prepare for the future of app distributionAndroid or iOS?Leaving his smartphone at home, what features would Shalom miss most?What features he would like to see added to his smartphone?Links and Resources:Michaeli on LinkedInDigital Turbine websiteDigital Turbine and ONE Store Expand Partnership to Globalize Alternative App GrowthBusiness Of Apps - connecting the app industryQuotes from Shalom Michaeli:"You know what, building consumer trust is crucial for alternative stores to compete with Apple and Google. Because the goal is not only to bring the user to install once or purchase once from your alternative application. The goal is to get a repeatable customer base that coming over, engaging, installing, spending, coming over again because they had a good interaction, because they had good experience."
"This is this is a perfect storm the way I used to call it and for an app developer and for the entire ecosystem. Because this is the time when three elements in my opinion are coming all together. The regulation changes like DMA and few others that are happening across the world in different countries. The second point is developers' needs for growth. And the third one is available technologies."
HostBusiness Of Apps - connecting the app industry since 2012
-
One of the staples of app marketing is understanding of your customer. If you understand her needs, her likes and dislikes, her behavior, you can build a winning strategy to connect your app with people who will be your loyal users.
Now, do you think people behave rationally, logically? Sometimes they do but way more often their behavior is influenced by biases, cognitive biases. Wonder what this is and how it connects to app marketing? You’ve come to the right place, in this episode Angèle will answer these questions for you.
Today’s Topics Include:Angèle Lenglemetz bioWhat is Cleo AIWhat are cognitive biasesStriking a balance between leveraging cognitive biases and ensuring ethical practicesFitting using cognitive biases into the broader app development strategyAndroid or iOS?Leaving her smartphone at home, what features would Angèle miss most?What features she would like to see added to her smartphone?Links and Resources:Angèle Lenglemetz on LinkedInCleo AI websiteCognitive bias definitionBusiness Of Apps - connecting the app industryQuotes from Angèle Lenglemetz:"Cognitive biases are like shortcuts that our brain takes to make decisions faster. They're really powerful because they tap into universal human tendencies, things like avoiding loss, valuing scarcity, or seeking closure.
At Cleo, we use biases thoughtfully. One example is loss aversion. People feel the pain of losing more intensely, something more intensely than the joy of gaining the same thing. So we leverage this with features like saving streaks. If a user is consistently saving, Cleo will remind them like don't lose your streak and it's super simple but it taps into that innate desire to avoid loss and it actually really works."
"I think as fun and as important as cognitive bias are, they are never more than like the icing on a solid cake. And they're amazing for enhancing an experience, but they won't work if the product itself doesn't solve a real problem. For app creators, my advice is therefore like first, focus on the fundamentals first. If your core product doesn't deliver value, no amount of nudging and cognitive bias layer you add to it will fix that."
HostBusiness Of Apps - connecting the app industry since 2012
-
This week, we are pleased to offer an exclusive bonus episode. As you know, we organize the App Promotion Summit several times a year to bring together app marketing, growth, product, CRM, and revenue executives. These events feature panels where industry professionals share their experiences and insights on emerging trends that significantly impact the sector.
During this year’s App Promotion Summit San Francisco, we convened a panel dedicated to innovative user acquisition strategies that are poised to shape the app industry moving forward.
It was hosted by Kevin Kinnison, Client Partner Lead at Adjust and the panelists were:
Sandy Shen, Mobile Marketing Lead at LinkedInDrew Hambke, Director of Marketing at KongregateLomit Patel, Chief Marketing & Growth Officer at TynkerLenette Yap, User Acquisition Lead at Public -
In this episode, we delve into the evolving landscape of digital advertising, where privacy and precision intersect. Our guest, Gaylord Zach, Head of Mobile Product at Verve, brings his expertise to the forefront, exploring how the advertising industry can adapt to a privacy-first world without sacrificing effectiveness. With regulations like GDPR and Apple’s ATT reshaping the ad tech ecosystem, Gaylord unpacks the challenges advertisers face today, from diminished data signals to the rising importance of trust and transparency.
Throughout the discussion, we learn how Verve is pioneering solutions like ATOM, their anonymized targeting technology, which identifies user cohorts while safeguarding individual privacy. Gaylord also shares insights into leveraging AI at the edge and integrating Google’s Privacy Sandbox to redefine audience targeting. Tune in to discover how advertisers and publishers can thrive in this new era of privacy-conscious innovation while maintaining meaningful connections with their audiences.
Today’s Topics Include:Why targeting is crucial for advertisers and publishersVerve's approach to user privacy in ad targetingPrivacy-first targeting approachAddressing relevant audiences without identifying individual usersPractical example of such implementationHandling big diversity in targetingHow Verve uses AI for its ATOM solution data processingExample of such usageWhat 3rd party ad targeting tech Verve team has tested and implemented so farLinks and Resources:Gaylord Zach on LinkedInVerve websiteATOM solutionBusiness Of Apps - connecting the app industryQuotes from Gaylord Zach:"For publishers aiming to monetize effectively, it’s crucial to represent their inventory accurately so advertisers can confidently invest in ad placements. Advertisers need to target the right audience, personalize messages, and present them with the best possible creatives. This helps create a good match between the ad campaign and the user. Finally, advertisers must measure campaign success and attribute performance to the relevant placements."
"Our technology, known as ATOM—short for "Anonymized Targeting on Mobile"—enables us to identify relevant user cohorts and create audience segments directly on the user's device. This approach allows us to deliver personalized ads without relying on third-party data, thus preserving user privacy. "
HostBusiness Of Apps - connecting the app industry since 2012
-
For every mobile app out there there was this moment when somebody in its team was making a decision about the app’s pricing. Coding an app isn’t easy, designing an app is not easy either but when it comes to deciding how much money you’re going to charge for an app, it is more complicated then one would think. Charging for an app copy, in-app purchase or app subscription are all not easy things to crack.
Now ask yourself - what if I want to go international with my app? How should I price my app in UK, France, Sweden, Japan, on Mars? Ok - the last one isn’t your worry, yet. Jokes aside, international app pricing can be really complicated and that’s why we have today Jacob to explain how it works.
Today’s Topics Include:Jacob's backgroundCommon mistakes app developers make setting prices for international marketsBuilding a global price indexDeveloping effective pricing strategies with limited resourcesAndroid or iOS?Leaving his smartphone at home, what features would Jacob miss most?What features he would like to see added to his smartphone?Links and Resources:Jacob Rushfinn on LinkedInRetention.blogBusiness Of Apps - connecting the app industryQuotes from Jacob Rushfinn:"Yeah, I think the most common one is just relying on Apple and Google. So Apple and Google in App Store Connect and Play Store have give you default price recommendations or price localization. So you input your price for the country, your base data of your largest in, and then they suggest, OK, what should your price be in these other countries?
And I think people often get confused about what Apple and Google are actually saying here. We look at these prices and we think, okay, Apple and Google know best, but really what all they're doing is saying, on the taxes and fees in those other markets, this is the price that would get you the same amount of revenue or equalized revenue across those regions. But they're not actually optimizing and maximizing for conversions in those local markets."
HostBusiness Of Apps - connecting the app industry since 2012
-
This episode will a bit usual. Previously, we covered a broad spectrum of app marketing topics that are on all people’s minds - user acquisition, app retention, app monetization, app subscriptions and so forth. Today, we’re going to touch on something that unfortunately isn’t appreciated as much as it should be.
If you ever watched the 2020’s movie The Social Dilemma, that explores the dangerous human impact of social networking, you would remember that addiction was in the heart of the issue that the movie explored.
Well, in today’s episode we’ll be talking about how to build apps that engage with people on a big scale and yet - they don’t lead to forming an addiction. To that end, we have Yves (ИВ) to talk about his app WeWard as a great example.
Today’s Topics Include:Yves backgroundWhat is WeWardHow to make money while promoting eco-friendly behaviors without encouraging unhealthy screen habitsMaking sure streaks enhance user well-being and don't foster addictive behaviourBenefiting users and the plant by driving behavior changeAndroid or iOS?Leaving his smartphone at home, what features would Yves miss most?What features he would like to see added to his smartphone?Links and Resources:Yves Benchimol on LinkedInWeWardBusiness Of Apps - connecting the app industryQuotes from Yves Benchimol:"Create a habit to people is very complicated, but when you create a habit. It's very difficult also to remove. Some people say that it's more difficult to remove a bad habit than creating a good habit. So to create a good habit, you have to use the classic tricks that the brain likes. And the brain, if you read some cognitive science book, you will understand that every brain is working the same."
"If you want to launch an app, I would suggest try to focus on the main benefit of the app, try to run the most simple version of the app. Remove every aspect, like the streak was not part of the app when we launched it, the gamification was very little. The concept was giving reward to people for working, so it was just a step counter and you earn one coin every 1,000 steps.
Today the app is well more developed with social environment gamification but at the beginning we just need to verify the concept and you can have thousand and hundred of thousand of users with a very simple concept, you just need like to simplify as much as possible, because this is where you will have the ability to test more quickly and to improve your app and to test and learn the most faster."
HostBusiness Of Apps - connecting the app industry since 2012
-
A busy life of an app marketer is full of problems, you don’t need me to tell you this. But here is the special one that you may stumble upon. How can you do both at the same time - truly care about your app users needs, making their life easier and meet your financial bottom line?
I’m really glad if you already know the answer or you never encounter this dichotomy. Great - kudos to you. But if you do, on this episode we will help you to resolve it.
Today’s Topics Include:Yeva's backgroundWhat is HeadwayWhat is empathy-based onboardingBalancing user experience versus conversion and revenueHow to identify emotions to create personalized experiencesHow to scale empathy-based onboardingAndroid or iOS?Leaving her smartphone at home, what features would Yeva miss most?What features she would like to see added to her smartphone?Links and Resources:Yeva Koldovska on LinkedInHeadwaySupport Ukraine in its fight against RussiaBusiness Of Apps - connecting the app industryQuotes from Yeva Koldovska:"So let's take the first step - identify feelings. There is a ton of ways to do that, from just asking questions to doing user research to forming your own hypothesis. Let's take, for example, forming your own hypothesis. Let's say you have a drop in conversion rate on the email step on the web funnel. So the user has went through the questions or the screens, and then they have to input their email.
What might the user be feeling at the moment? What would you feel at the moment? Maybe a bit anxious, maybe unsure if the website won't send you a ton of spam messages over the next day or week. Maybe you would be scared about your data being leaked or given to some third parties. So you kind of form those hypotheses on what the user might be feeling. And this is the first step."
"So we've tried utilizing this framework for most of our products and we have never had an unsuccessful test in this regard. But of course you have to understand that it depends on the area, on the product, on the offering that you have to your users. So I would not say that this approach is a silver bullet that helps everyone."
HostBusiness Of Apps - connecting the app industry since 2012
-
One of the most important skills in life is the ability to zoom out and take a holistic view on a problem. This approach is really instrumental in marketing as well. If you are an app marketer and your job is to drive growth, you should always take a broader look at where your potential or existing app users spend their time online.
On today’s web, there are many online communities where app users go to dig for information, seek an advice or to share one. But there is only one of a kind that we’ll be talking about today - Reddit and to do so we have Sherwin.
Today’s Topics Include:Sherwin's backgroundWhat is RedditHow app users use Reddit communitiesHow brands can leverage communities on RedditAdvice for brands for how to work promote their apps on community-centric platforms like Reddit.Android or iOS?Leaving his smartphone at home, what features would Sherwin miss most?What features he would like to see added to his smartphone?Links and Resources:Sherwin Su on LinkedInReddit for Business LnkedInSamsung X Switchers Anonymous CampaignBusiness Of Apps - connecting the app industryQuotes from Sherwin Su:"So when you think about mobile app users, Reddit is a place where we as an organization, as a company, as a platform, are sitting on 18 plus years of conversations across different types of mobile apps.
And it's at different stages of the journey where app users either try to discover, learn how to use and maximize the different apps and then eventually make recommendations on how other folks in their communities can also enjoy the benefits of like the apps that they're using.
So for app users, they trust Reddit because they know that these communities have genuine discussions about the apps that they care about."
"First, being in advertising, I want to talk about it from a media perspective, that a lot of brands can really leverage the power of community to build their brand and build very authentic and genuine relationships with the customers that they want to serve. There are lot of different ways here at Reddit, having community at the core, that enables brands to engage meaningfully in the space and the internet that no other platform is able to provide.
The second one is acquiring customers. And I think this is a journey on its own, because acquiring customers really pushes brands to focus on the core value propositions that they want to share."
HostBusiness Of Apps - connecting the app industry since 2012
-
OK, this time my setting the stage begins with a disclaimer - the cookies we’ll be talking about on this episode have nothing to do with the ones you love on your dessert. The Oreo cookies future is just fine, it’s not going to disappear anytime soon:-)
No, today I have Ishan to talk about what happens in mobile marketing with the third-party cookies, small pieces of data for digital tracking that disappear from the scene and yet mobile app marketers still need to somehow stay efficient and drive traffic to mobile apps.
Today’s Topics Include:Ishan's backgroundStrategies to gather and leverage first-party and zero-party dataStrategies to collect more data about customers, while respecting their privacyStrategies to maintain and improve conversion rates, while the usage of third-party cookies declinesAndroid or iOS?Leaving her smartphone at home, what features would Ishan miss most?What features he would like to see added to his smartphone?Links and Resources:Ishan Singh on LinkedInIshan Singh on InstagramBusiness Of Apps - connecting the app industryQuotes from Ishan Singh:"You have to give more value than you used to gain trust, because right now everyone has so many options, from where they're spending their time to where they're spending their money. You're not a single monopoly in the market as a business. So you have to show value for a lot lesser cost than before. And with that value, you generate trust. And once you have that trust is only when you can."
"So one of the tested strategies, which have worked, is you advertise for a broader lead magnet or value which you're trying to deliver. For instance, if I am specifically solving a problem of stock market investments and I'm a stockbroking platform, I would still sell something like a retirement calculator to advertise on Instagram where now advertising is a little less personal because I don't have a lot of cookies to specifically target to my customer base or my ideal customers. So I would be targeting to a broader customer base with values which would be appealing to a lot more of users."
HostBusiness Of Apps - connecting the app industry since 2012
- Mostrar mais
