100 Days of

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Mobile Marketing Insights
from the Growth Gems Newsletter

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Save hours every month. Keep pace with the industry.

Keeping up with the industry trends and learning from our peers is an essential part of
our job as mobile growth marketers. The right insights help us perform better and help
our teams perform better.

But there's so much content out there! Webinars, podcasts, conferences...and time is
hard to find. FOMO anyone?

On top of that, there’s a lot of noise and it's easy to waste your time. Long intros,
self-promotion, etc. Let’s face it, sometimes just shitty content and clickbait.

Enter Growth Gems!

You access curated long-form resources from the top webinars, podcasts and
conferences in the mobile marketing industry, hand-picked and upvoted by me and
other members.

You can review a one-hour resource in just a few minutes because I extract, break
down and present the main insights (called “gems” 💎) to make your life easier. You're
literally saving hours every month!

The first 100 days of Growth Gems in numbers?

70+ resources mined (full access for paid members only)

467 gems 💎 extracted (full access for paid members only)
14 resources shared in the free weekly newsletter
This PDF is a cumulative snapshot of the insights from the 14 resources that have been
shared through the free newsletter in the first 100 days.

If you want to learn even more, become a Growth Gems member and gain access to
insights from all 70+ resources mined (with 3 to 5 additional resources being added
each week). That’s many more 💎 just for you!

Sylvain
 Stay on top of mobile marketing with a Growth Gems
membership.

Growth Gems members can access the

Vault to view insights from over 70+
resources (and counting!)” Growth Gems members can filter, sort and
search for topics, resources and experts

Non-members
have access to
these 14
resources
shared via the
weekly
newsletter

Become a Growth Gems member and access ALL of the GEMS!

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Enough with the pitching. Get ‘dem gems 💎

Click to get the gems

Cutting Edge of Mobile Marketing Panel
User Acquisition Creatives Retention
Topics (paid members can filter or search
directly by topics)
The art and science of building a performance design team
User Acquisition Facebook Creatives

Smart strategies to keep users hooked to your app

User Acquisition Facebook Creatives Retention

The mysterious LAT, and how to tame it – with Thomas Petit

Apple Search Ads User Acquisition Facebook

Thomas Petit on ASO, optimizing UA for subscription apps and the importance of
creatives
ASO User Acquisition Retention Creatives

How to Build Your App’s Brand on the App Store

ASO Branding

Learnings from 200+ app store conversion tests

ASO Product Marketing Creatives

Burning ASO Questions with AppFollow, AppTweak, App Radar, Mobile Action, and The
Tool
ASO

Demystifying ASO on Google Play - Real case examples

ASO Retention

App CRM / product marketing panel: How to get users coming back
CRM Retention Product Marketing
Enough with the pitching. Get ‘dem gems 💎

4000%+ engagement lift from early tests – the superpowers of in-app messaging
CRM Retention

Growth Marketing for Your App

Product Marketing User Acquisition

How We Increased Retention by 70% - Adidas Runtastic

Retention Product Marketing

How to Level Up Your A/B Testing Game: Maximise Impact and Learnings
CRM Retention Product Marketing
Cutting Edge of Mobile Marketing Panel [RESOURCE #34]

The rating does give you an idea of how valuable this

content is
Rating ★★★★★
That’s a lot of great insights (trust me, it’s not always
# of Gems 💎 x 14
the case)
Summary In this panel, mobile experts share how they are innovating and differentiating themselves
from the pack to acquire new users and retain current ones. Moderator: Jeet Niyogi (Marketing
Director, at Playtika - puzzle games, casual games). Panelists: Sam McLellan (Growth Expert,
former head of growth at Yousician - music instrument learning app), Jayne Pimentel (Sr.
Director of Growth Marketing at DraftKings - fantasy sports); Tom Emrich (VP Product at 8th
Wall - augmented reality tools); Dwight Zhou (Director of Growth & Analytics at Tophatter - live
auction site/app)

Source Panel at Mobile Growth Summit SF (YouTube) Link to full length content

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from many more webinars and podcasts with the paid membership.

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#1: Tag the ids within each ad creative: not one id per creative but an id for each "element": light/dark
💎
background, team id, player offer, CTA, etc. Add granularity of tagging for each concept so you can
really understand what drives results. [DraftKings]
@16:20
Click to listen/watch

#2: Yousician did a live op with paid content unlocked (e.g. Jimmy Hendrix songs) and people playing
💎
these songs for free for a limited time ended up converting (subscribing) at a 40-50% higher conversion
rate. [Yousician]
@26:34

💎 #3: If the UA team also does retention it becomes in their own interest to make sure they get quality
users in. [DraftKings]
@04:27
Cutting Edge of Mobile Marketing Panel [RESOURCE #34]

#4: Having programmatic in-house you can create a lookalike model just like Facebook which allows you
💎
to target this audience not only on Facebook but also on programmatic. [DraftKings]
@07:29

#5: Learning an instrument is emotional and can become frustrating very quickly so they need to set the
💎
mindset with their ad creatives: ads show the journey of learning the instrument (including some hard
parts and the frustration) and leverage retargeting to walk them through the journey. [Yousician]
@08:58

#6: It is super critical to be able to connect the dots across channels because then you can have a
💎
consistent offer across digital, TV, and pass the id(s) to the app in order to adapt the user experience.
[DraftKings]
@16:52

#7: Naming conventions are critical because otherwise you forget which ad creative worked, or what
💎
each iteration is. [Playtika]
@17:13

#8: Use audio technology in their other popular app Guitar Tuner to figure out if people have trouble with
💎
strings and they retarget that segment with Yousician so they can learn how to play. [Yousician]
@20:05

#9: Have a global "hold out" (control) group against which you test to measure incrementally when it
💎
comes to retargeting. [TopHatter]
@20:30

#10: Seasonality is a big factor and it creates very different kind of lapsed users (that you want to
💎
retarget differently). Example: a lapse user coming from NFL for week 1 is very different from a user that
came mid-season. [DraftKings]
@21:32
Cutting Edge of Mobile Marketing Panel [RESOURCE #34]

#11: Use a hold out group for push notifications to measure incrementally and find the point of
💎
diminishing return when sending too many. [DraftKings]
@31:55

#12: Success with text message for existing users (through a 3rd party) but not for acquisition.
💎
@32:12

#13: Do not send both an email and a push for the same message. [TopHatter]
💎
@33:53

#14: Weekends are better for push notifications.

💎
@35:10

SEE THE NOTES

Read all my notes, get some

context
The art and science of building a performance design team
[RESOURCE #22]

Rating ★★★★

# of Gems 💎 x 13

Summary Noga Laron (Head of UA & Growth) and Assaf Shalev (Head of Creative Marketing) from
Playstudios Israel (gaming company: POP!Slots, myVEGAS Slots, etc.) discuss how to
develop data and workflows for collaboration between UA and creative, strategies to build your
performance design team and KPIs to measure ad performance. Moderated by Peggy Salz
(Mobile Groove) and Sofia Leonova (Marketing Manager at Liftoff)

Source Webinar by Liftoff (signup required)

“HIGHLY RECOMMENDED”
- Thomas Petit, Growth Consultant

This resource was featured in the free Growth Gems newsletter. Access bite-sized mobile growth insights
from many more webinars and podcasts with the paid membership.

GET FULL ACCESS

#1: When measuring creative performance, first look at CTR/CVR/IPM when introducing the ad then
💎
after a few days move to Payer Rate/ROAS.
@27:55

#2: When you find a performing creative, try reformatting it in all possible formats.
💎
@29:25

💎 #3: Localizing voice over (narration) is not enough, and might even hurt conversion. Add subtitles for
better results.
@12:55

💎 #4: When building your team, lack of ego on both the UA and design side is key. Also actually put people
together in the same room (physically) and make the data (and language) accessible.
@16:29
The art and science of building a performance design team
[RESOURCE #22]

#5: Understand you “know nothing” and test and learn all the time because only results count.
💎
@25:12

#6: Creative creation/iteration process in brief: design team writes brief (with examples/wireframes) and
💎
creates 1st iteration, UA team tests 1st iteration, both teams discuss how to get better results and design
team writes new brief and creates new version.
@25:55

#7: Start by producing super short and catchy creatives (4-5 second video or loop) and/or go the
💎
opposite route and create something much longer with narration or a tutorial. It is harder to find success
in between.
@29:38

#8: To test new creatives, run a new creative test each week (with same audience/platform/geos),
💎
measure them against each other, rank them and introduce the best ones into active campaigns.
@30:58

#9: Be careful of trends because if you arrive too late and everybody is doing it it might hurt you (give
💎
bad results).
@32:58

#10: When hiring a creative, do a home test by giving them 2 ads and attaching numbers (good/bad
💎
results info) so they can try and understand in order to give you a 3rd iteration.
@36:30

#11: Generally, Liftoff sees videos showing the user experience perform better.
💎
@50:35

#12: You want everybody in your company to chime in on creatives and show ads that have convinced
💎
them to download an app/game. @57:58
The art and science of building a performance design team
[RESOURCE #22]

#13: Measure creative fatigue by looking at how many people see the ad over time but also monitoring if
💎
the ad is reaching a new unique audience over time.
@58:53

SEE THE NOTES

Smart strategies to keep users hooked to your app
[RESOURCE #64]

Rating ★★★★

# of Gems 💎x9

Summary Simon Lejeune (Head of User Acquisition at Hopper) shares the tools and channels that have
allowed Hopper to stay top of mind with users as well as how marketing teams can combine
acquisition and retention to break down the silos and super-charge ad creatives.

Source Mobile Growth Podcast (SoundCloud)

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#1: When you have a long sales cycle like it's the case for Hopper, it's important to have a couple of
💎
early metrics to tell if your users are qualified so you can shift your budget the right way. At Hopper it is
the "watch" rate. @06:50

#2: Hopper uses a fixed payback period of 12 months. They look back on cohorts and measure the
💎
average revenue per new user install during these 12 months in order to define a CPI target/limit. They
then spend as much as possible within that limit.
@07:30

💎 #3: Some things can work well from an initial engagement perspective but backfire on internet or social
media. Example at Hopper: when they tried "fake Hawaii flight notifications" (backslash on Reddit).
@13:10

💎 #4: Additional smaller channels can become a distraction: tracking, talking to reps, etc. Hopper now
focuses on the biggest channels (FB/Instagram, Google UAC) and their efforts and energy there.
@21:38
Smart strategies to keep users hooked to your app
[RESOURCE #64]

#5: Hopper still leverages Pinterest/Twitter/Snapchat that all together bring an interesting amount of
💎
volume. It allows to diversify/spread when seasonality happens (to avoid peaks) and gives some
leverage with the different channels (even the big guys).
@22:00

#6: For the automation of all their "flight deals" ads the (really technical) marketing team created
💎
"Hopper Ads Engine" where they can "fetch the top 500 flight deals for existing customers and generate
creatives, campaigns and ad sets for X Y Z channel". The data and these creatives are then sent to the
networks directly or to Smartly.io which generates the creatives (even dynamic video ads).
@24:45

#7: With Smartly.io Hopper can generate thousands of videos with just a few clicks that have a very high
💎
relevance because of the targeting and deals.
@26:42

#8: Try to understand where Facebook and Google are going and do work in the opposite direction: try
💎
to build on what they are lacking. Because FB/Google take over the optimization part of the business,
Hopper focused on creatives instead of an optimization engine.
@27:38

#9: Hopper tries to build tools that reallocate budget between channels, not necessarily within a channel.
💎
Because FB/Google are never going to do that, it is another thing that is valuable for the long term.
@28:44

SEE THE NOTES

The mysterious LAT, and how to tame it – with Thomas Petit
[RESOURCE #59]

Rating ★★★★★

# of Gems 💎 x 15

Summary Thomas Petit (Growth Consultant) talks about Limit Ad Tracking, how to think about it and
make estimations to understand and capitalize on LAT.

Source The Mobile User Acquisition Show by RocketShip HQ (YouTube)

GET MORE THAN 5x THE INSIGHTS WITH A MEMBERSHIP

This resource was featured in the free Growth Gems newsletter. Access bite-sized mobile growth insights
from many more webinars and podcasts with the paid membership.

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#1: Facebook has decided to never show mobile app ads to LAT users. Because the LAT cohort is about
💎
20-30% in the ecosystem, a huge amount of your potential audience is never going to see your
Facebook app install ads.
@11:01

#2: Since you can't reach that LAT cohort with app campaigns you might want to run web campaigns
💎
towards a landing page and then to your app.
@12:15

💎 #3: You can also target these LAT users on the web, either directly (if you "hack your way" - not always
reliable) or through landing pages - "Web" Google Ads - Outbrain/Taboola
@13:45

💎 #4: Geo is a big factor. The US is one of the market where the range is the highest: average rate was
30% last quarter. You can go to your MMP/Analytics to check the rate: if you're way below this then you
are not reaching a big part of your audience.
@16:00
The mysterious LAT, and how to tame it – with Thomas Petit
[RESOURCE #59]

#5: On Apple Search Ads, Apple self-categorizes as LAT anyone that is under 18 even if LAT is not
💎
activated on the device. There are no ads at all for users under 13.
@18:48

#6: LAT tends to increase on iOS but on Android the LAT rate has gone down and is around 2-3%.
💎
@20:20

#7: If your rate of LAT is extremely low and it's not related to your vertical, there are probably some
💎
actions that could allow you to spend less than on Facebook (for example).
@22:38

#8: The LAT ON cohort is a third cheaper to acquire on Apple Search Ads (even cheaper for games) so
💎
it would be a shame to miss out on it.
@25:21

#9: Target both group on Apple Search Ads: LAT OFF only and then everybody (→ multiply your ad
💎
groups by 2). Have a bid for the LAT OFF (more trackable, more expensive) and have another bid level
for the other group. Use extrapolations to manage your bids.
@26:38

#10: An extra benefit of having "All users" ad groups that include LAT ON is that it is not only LAT ON
💎
users: you're also getting a bunch of LAT OFF users for cheaper than you would have otherwise and it
lowers your TOFU prices.
@27:20

#11: Even apply this duplication of ad groups (creating an "All users" ad group, not just LAT OFF) to new
💎
users and returning users groups.
@28:25

SEE THE NOTES

Thomas Petit on ASO, optimizing UA for subscription apps
and the importance of creatives [RESOURCE #14]

Rating ★★★★★

# of Gems 💎x9

Summary Mobile growth expert Thomas Petit on ASO, conversion optimization, what to keep in mind
when optimizing UA for subscription apps and the importance of creatives.

Source Growth Masterminds Podcast by Singular (Anchor.fm)

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from many more webinars and podcasts with the paid membership.

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#1: You are left with 2 major levers on the marketing side: 1. The data/event you are feeding back to the
💎
machine/algorithm 2. The creatives you are showing to users (⚠ including the store page!).
@25:00

#2: A growing trend for non-gaming apps is to have a landing page in-between the ad and the store
💎
page (even though it adds another step).
@38:35

💎 #3: It's not just about your ad CTR because if your conversion rate is low in the stores then you need to
bid much higher for advertising. ASO is not enough to win, but if you don’t do it you’ll loose.
@09:55

💎 #4: Value-based optimization (VO) doesn't work very well for the subscription model (vs. apps/games
with huge variance in revenue - example: players that spend a lot) because if you are selling the same
subscription then LTV of users is fairly similar and value optimization becomes kind of useless.
@23:10
Thomas Petit on ASO, optimizing UA for subscription apps
and the importance of creatives [RESOURCE #14]

#5: Most subscription apps optimize on “have you subscribed?” but the problem is that your conversion
💎
is hard to optimize for Facebook/Google when you have low conversion rates (like 2-3%) because it
takes a while to train the AI.
@24:12

#6: Creative creation/iteration process in brief: design team writes brief (with examples/wireframes) and
💎
creates 1st iteration, UA team tests 1st iteration, both teams discuss how to get better results and design
team writes new brief and creates new version.
@25:55

#7: If you optimize for free trials Google might start optimizing exactly for that and you might end of with
💎
users that know very well how to cancel subscriptions and bring down the trial to paid subscription
conversion rate.
@25:12

#8: You need to look carefully at your cohorts: don’t assume they’re all going to behave the same.
💎
@27:12

#9: We are now at a time where the goal is to unite the data and a brillant creative concept.
💎
@36:15

SEE THE NOTES

How to Build Your App’s Brand on the App Store
[RESOURCE #52]

Rating ★★★★

# of Gems 💎x7

Summary Katsiaryna Covaci and Anton Tatarinovich (ASO Consultants at Phiture) talk about why it is
essential to build an effective brand on the store for your app, providing measurable ways of
building a great brand presence and creating a systematic framework for building a brand for
your app on the store.

Source App Promotion Summit London WFH

🔑 GET GEMS 💎 FROM 50+ MORE RESOURCES

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from many more webinars and podcasts with the paid membership.

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#1: Consider misspellings and abbreviations for your brand. If you don't rank for them, add them to the
💎
metadata (at least at the beginning).
@02:09

#2: When it comes to brand terms, stay dynamic and keep testing. You can later remove certain brand
💎
search terms from your metadata in favor of generics and still keep the ranks you gained.
@02:41

💎 #3: (Black Hat) Although you might get penalized if you add a competitor's name to your app metadata,
if you add it in a different alphabet then it might be ok.
@04:26

💎 #4: Looking at brand search terms popularity can indicate if your brand becomes stronger or weaker. If
there is no other active ASO efforts in place and no other campaigns (or campaigns stable?) then it can
also help identify spikes from offline channels and brand campaigns.
@04:44
How to Build Your App’s Brand on the App Store
[RESOURCE #52]

#5: Using your brand assets on the store product page is beneficial in the locales where your brand
💎
awareness is high.
@05:36

#6: Including a brand wordmark in the icon is one of the well known best practices.
💎
@06:25

#7: You want to ensure consistency in your creatives between different organic and non-organic
💎
channels. Example: from Facebook app to App Store listing.
@07:19

SEE THE NOTES

Learnings from 200+ app store conversion tests [RESOURCE
#32]

Rating ★★★★

# of Gems 💎x9

Summary Sharath Kowligi (Director of Ad Monetization at GameHouse - game publisher - and advisor to
RocketShip HQ) joins Shamanth Rao to share the learnings from having run over 200 app
store conversion experiments.

Source The Mobile User Acquisition Show by RocketShip HQ (YouTube)

“WITH GROWTH GEMS, I REVIEW 1-HOUR WEBINARS IN 7 MINUTES”

- Christian Schneider, Co-founder @ PsyCat Games

This resource was featured in the free Growth Gems newsletter. Access bite-sized mobile growth insights
from many more webinars and podcasts with the paid membership.

GET FULL ACCESS

#1: There is a lot of evidence showing that the 2 main things to test on the app stores are: 1. Icon 2.
💎
Feature graphic (video thumbnail).
@05:40

#2: The way to approach testing is to be systematic: it's to think about the testing cadence instead of
💎
trying to find THE big idea. Because once a team gets into the rhythm of testing, that's when you get
better at it.
@13:35

💎 #3: Putting testing cadence first is a great way to build a creative team. It lowers the ego threshold of
being right and being wrong and puts the focus on doing things that are meaningful.
@15:30

💎 #4: For most B2C, you have to give the test at least 7 days. It allows you to run about 50 tests a year for
one app.
@18:17
Learnings from 200+ app store conversion tests [RESOURCE
#32]

#5: If you want to do more tests you can also split between markets that you know behave the same
💎
way for YOU (e.g. could be US/UK) to run tests in parallel.
@18:32

#6: At least once a week, report on experiments whether they are done on the paid advertising side, the
💎
product side or growth in general and even on the CRM side.
@19:40

#7: Once you run the experiments 1/2/3 times and try on iOS what works on Android, you'll know if this
💎
is something you can do. If a killer creative on Android doesn't make an impact on iOS, then you can't
carry results from Android to iOS.
@21:20

#8: For icons, headers, copy, etc. testing, use Returned Users (vs. Installed Users).
💎
@23:22

#9: For conversion testing and onboarding testing, use Google Play's 7-day look back window.
💎
@23:49

SEE THE NOTES

Burning ASO Questions with AppFollow, AppTweak, App
Radar, Mobile Action, and The Tool [RESOURCE #35]

Rating ★★★★

# of Gems 💎 x 17

Summary In this video, experts from popular ASO tools AppFollow, AppTweak, App Radar, and Mobile
Action, are answering your burning ASO question.

Source Webinar by AppFollow (YouTube)

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from many more webinars and podcasts with the paid membership.

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#1: When getting started first find the right keywords, then start tackling the conversion rate so you can
💎
get meaningful results.
@04:07

#2: You have to prepare your description using Google Natural language and optimize for both Google's
💎
robots and people.
@07:44

💎 #3: You need to repeat keywords in your Google Play Store long description but the recommendation is
to have a density of 2-3%. You should not go over 3% (which would be keyword stuffing).
@10:05

💎 #4: Important to have the end user in mind. You want to nail especially the beginning of the description
(first two paragraphs) and include important keywords there for Google.
@12:52
Burning ASO Questions with AppFollow, AppTweak, App
Radar, Mobile Action, and The Tool [RESOURCE #35]

#5: We need to be careful about what we call low volume keyword vs. high volume keywords because
💎
the relation between the keywords' popularity score is exponential. If you choose a keyword that has too
much popularity, you probably won't rank. Keywords with a popularity of 10/20/30 are "also fine".
@17:14

#6: You can pay to rank on a specific keyword with ASA and by doing so you can figure out if it is a good
💎
fit for relevancy: keywords that drive traffic but also convert.
@21:05

#7: When Apple's algorithm sees that a paid keyword is driving downloads to an app, it decides that it is
💎
indeed a relevant keyword and that the app should rank higher.
@21:50

#8: Premium games: video really important because you need to convince to pay and it is hard to do
💎
with just screenshots. There is no way around it.
@25:04

#9: Ilia from AppFollow has almost 99% confidence that Google reads screenshots. Example: an app
💎
got bunked because it had a keyword in a screenshot that Google judged inappropriate.
@31:20

#10: Screenshot creation: you can integrate Fastlane within your app to take screenshots while testing
💎
your app, and you can also localize what you see in the screenshots.
@33:16

#11: Screenshot upload: you might have around 1,000 screenshots to upload if you handle localization.
💎
AppRadar let you just upload a folder with all your screenshots, AppRadar detects the language and
uploads to App Store Connect and Google Play.
@33:50

#12: For indies when doing keyword research start by targeting lower volume, long tail keywords (2-3
💎
words).
@38:58
Burning ASO Questions with AppFollow, AppTweak, App
Radar, Mobile Action, and The Tool [RESOURCE #35]

#13: Team up with influencers and micro-influencers to get the initial boost organically.
💎
@40:50

#14: You can also optimize your iOS In App Purchase fields
💎
@44:52

#15: Best practice from APAC region: running pre-order Apple Search Ads campaign so that you have a
💎
good boost as soon as the app launches (lots of downloads in 1 or 2 days). Recommended especially
for games.
@46:21

#16: Changing the category (without ASO or app update) and ending up in a category where your app
💎
becomes better than your peers can have a significant impact. ⚠ But be careful!
@51:23

#17: Ideal keyword update frequency: Apple: iterate every 3/4 weeks but once you find your set of
💎
keywords, keep it (maybe seasonal change, big competitor change, etc.). Google: iterate keywords
every 6/8 weeks when in testing mode but after that, keep it (only seasonal changes, etc.).
@57:47

SEE THE NOTES

Demystifying ASO on Google Play - Real case examples
[RESOURCE #53]

Rating ★★★★

# of Gems 💎x9

Summary Marie-Laure Cruyt (Chief Product Officer at AppTweak - ASO Tool) talks about keyword
density, practical tips to maximize conversion, retention being the most determinant factor and
the impact of tags on similar apps.

Source App Promotion Summit London WFH

MEMBERS CAN SEARCH, FILTER AND SORT RESOURCES

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from many more webinars and podcasts with the paid membership.

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#1: On the Google Play Store, AppTweak recommends a keyword density between 1% and 2%. 3%
💎
keyword density is already high and anything above that can be considered keyword stuffing by Google.
@06:09

#2: You want to look deeper into top 10 ranking progression and not just at the app visibility because If
💎
the app starts ranking better on high-volume keywords, it has a huge impact on visibility. But if it starts
ranking better on low volume keywords, the impact is not as strong.
@07:30

💎 #3: Because you can't have density on an infinite number of keywords you want to focus on the
keywords that are the best for your app: - Select the most relevant - Avoid keywords that are too
competitive
@14:06
Demystifying ASO on Google Play - Real case examples
[RESOURCE #53]

#4: Emojis can make a difference in conversion and you can incorporate them in your app title and/or
💎
your short description. Because you can not A/B test your app title you want to do sequential tests where
you go back several times to the original emoji-less title to compare results.
@22:17

#5: Out of 10 US apps that A/B tested video in 2020, 5/10 chose to keep the version with the video.
💎
@25:52

#6: For your description, base your decision on keyword density but regarding length you need to keep
💎
the user in mind. So write what you want to say, then tweak it to have the right keyword density on
important keywords.
@37:48

#7: Retention has a huge impact on ranking in Google. Overall retention is taken into account for both
💎
keyword and category rank and Google also measures the retention at a keyword level to influence
rankings.
@44:22

#8: When you select your keywords look in your search terms in the Google Play developer console and
💎
make sure to keep those with a high retention.
@45:04

#9: Google tags have a direct effect on the similar apps shown and influence both: - The apps that point
💎
towards your app - The apps that your app points towards to
@49:24

SEE THE NOTES

App CRM / product marketing panel: How to get users
coming back [RESOURCE #19]

Rating ★★★★

# of Gems 💎x8

Summary Moderated by Andy Carvell (Phiture - mobile growth consultancy) and featured Nick Lyford
(Fishbrain - fishing community), Dora Trostanetsky (Soundcloud - music streaming app),
Claudia Garcia (GameDuell - games like Gin Rummy or Belote) discussing CRM and
Retention.

Source App Promotion Summit Berlin

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#1: Most impactful in-app messages: the ones about the benefits of the paid subscription and the ones
💎
leading users to have a better experience (through "nudges").
@18:15

#2: To test new creatives, run a new creative test each week (with same audience/platform/geos),
💎
measure them against each other, rank them and introduce the best ones into active campaigns.
@30:58

💎 #3: Gaming apps typically require to start very early with re-engagement strategies with push
notifications and be much more aggressive: if not engaged by D7 they are practically gone.
@4:00

💎 #4: For most non-gaming apps, first monitor when a user is becoming very engaged and has a lot of
activity then send push notifications to engage further
@7:30
App CRM / product marketing panel: How to get users
coming back [RESOURCE #19]

#5: Be smart about when you trigger the push notifications permission dialogue -> drive opt-ins after
💎
“happy moments” (win, rewards, etc.)
@13:40

#6: Use D0 and D1 messages to understand “why users are here” to be able to segment them
💎
@20:28

#7: Involve your product and design teams from day 1 to work on template designs, and make the actual
💎
content/text changeable freely by CRM team.
@22:34

#8: One way to go can be to have the product team define when it is appropriate to trigger the in-app
💎
message (more challenging for gamin) so the CRM team has a trigger they can use (“CRM ready”
trigger) @25:05

SEE THE NOTES

4000%+ engagement lift from early tests – the superpowers
of in-app messaging [RESOURCE #39]

Rating ★★★★

# of Gems 💎x8

Summary Andy Carvell (Phiture - mobile growth consultancy) outlines why in-app messages work, when
they work – and talks about the tremendous impact they can have.

Source The Mobile User Acquisition Show by Rocketship HQ (YouTube)

MEMBERSHIP = 70+ RESOURCES MINED ⛏ (AND COUNTING!)

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1: You can use a push notification or email to have users come into the app, before showing the in-app
💎
message adapted to the segment. That way you chain these campaigns together to leverage the
strengths of these different channels.
@06:55

#2: Best use cases for in-app messages: on-boarding, upselling, content recommendation and surveys.
💎
@07:40

💎 #3: If you are building slightly more advanced in-app messages with javascript you can ping results of
surveys straight back into CRM system to enrich user profiles and start immediately segmenting them.
@10:02

💎 #4: Simplified "propensity to churn" model: at SoundCloud they looked at the whole userbase to define
how many days users should be inactive and mapped out the graph of when they should contact them
to reactivate them.
@16:08
4000%+ engagement lift from early tests – the superpowers
of in-app messaging [RESOURCE #39]

#5: Simplified "propensity to purchase": build a kind of intent model. Look at the signs of intent to
💎
purchase and sort them by level of intent: click on a feature that is behind the paywall, interaction with
the paywall, starting a free trial, etc.
@18:25

#6: People are very willing to answer surveys and seem to actually like being asked for their opinion
💎
about things, including during onboarding.
@20:47

#7: When it comes to in-app messages something important is to have trigger points, not just target
💎
based on a segment. But keep in mind the smaller reach you might get if you go with something too
narrow: you want to get statistical significance.
@22:00

#8: Low-hanging fruits for in-app messages: work on the onboarding flow. Figure out your key
💎
features/screens in the app (something tied to better activation rates), target users that haven't
used/seen these features and educate/deep link to them.
@24:09

SEE THE NOTES

Growth Marketing for Your App [RESOURCE #61]

Rating ★★★★

# of Gems 💎 x 11

Summary Hasan Tahir (International Growth Marketing Trainer at Growth Tribe) spoke at App Promotion
Summit London WFH 2020 about growth hacking for apps and where you should start from.

Source App Promotion Summit London WFH

“GROWTHGEMS.CO HAS EVERYTHING THAT I LOVE”

- Peter Fodor, Founder & CEO at AppAgent

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from many more webinars and podcasts with the paid membership.

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#1: Create a Minimum Viable Experiment for your prioritized growth ideas: least amount of resources but
💎
still making sure that you have tested the right thing and with enough statistical significance.
@09:05

#2: The faster you can go through the experiment process, the more experiments you run, the more you
💎
will learn → the more chances of success you will have.
@10:42

💎 #3: Self-reliance + Experimentation = Growth. Don't be let down if some of your experiments are
inconclusive or even fail. You're building compounded growth that is organic and you will hit some
golden nuggets (huge wins).
@16:55

💎 #4: You have time for 21.5 sprints in a year. If you do 10 experiments in a sprint with a 30% success
rate, you will have 65 small and big experiments that will add compounded growth to your business.
@18:10
Growth Marketing for Your App [RESOURCE #61]

#5: Focus on what your core is but at the same time keep an eye out on all the things you can learn a
💎
little about (with minimum effort: book, blog, etc.) to improve your skills and your "T-shaped" profile.
@20:20

#6: Don't complicate things. Think of resources you can create and share them on LinkedIn (if it's the
💎
channel you're working on) then do experiments on posts to see what gives you the best results in terms
of tactics.
@24:15

#7: Create a persona for people who use your app and then use the psychological traits from a tool like
💎
Crystal to add any kind of features/messaging/communication so you connect with your users on a
deeper level.
@26:44

#8: A tool like Outgrow allows you to do tool-based marketing and create interactive calculators and
💎
quizzes that can drive traffic and engagement to your website.
@27:45

#9: DataSine (Pomegranate feature/product) is a tool that gives you the likelihood each ad creative will
💎
be converting. Instead of pushing all the ads live on your UA channel, you can put more budget behind
the ad(s) most likely to win.
@29:13

#10: Put people through 5-10 seconds test with a tool like Usabilityhub to see if they understand what
💎
your website has to offer. Iterate based on people's responses.
@38:55

#11: You can try to apply a "WOW flip" where instead of having the activation after the acquisition you
💎
put it before the activation.
@46:33

SEE THE NOTES

How We Increased Retention by 70% - Adidas Runtastic
[RESOURCE #51]

Rating ★★★★★

# of Gems 💎x6

Summary Anja Obermuller (Head of Product Marketing at Training, Adidas Runtastic - running app) talks
about how they increased the app retention by 70%.

Source App Promotion Summit London WFH

🔑 ONE MEMBERSHIP TO UNLOCK ALL THE GEMS 💎💎💎

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#1: Even though the retention metric is what you want to optimize on, it is not tangible enough for
💎
optimization. You need a proxy metric that corresponds to an essential activity and that correlates with
the retention metric.
@08:28

#2: Once the team was clear on which was the proxy metric needed to be optimized everyone came up
💎
with creative ideas on how to do so.
@11:17

💎 #3: Launched a "featured workout" coming from a content management system. It is not hardcoded in
the app so they can release a new one any time they want (independently from app release).
@13:30

💎 #4: Launched another dynamic feature called challenges that pushes people to do something like
staying active for 2 hours for the next 2 weeks. Worked great during the coronavirus crisis.
@15:10
How We Increased Retention by 70% - Adidas Runtastic
[RESOURCE #51]

#5: They created a "growth squad" with people from UA, CRM, product marketing and campaign
💎
management focusing on the same thing: getting users to finish their first activity (proxy metric).
@17:00

#6: Integrated in-line in-App messages to take over some of the communication within the app and talk
💎
to their users a better way. It collapses if no messages but if there is it can deep link anywhere within the
app.
@17:40

SEE THE NOTES

How to Level Up Your A/B Testing Game: Maximise Impact
and Learnings [RESOURCE #50]

Rating ★★★★★

# of Gems 💎 x 12

Summary Karan Tibdewal (Growth Consultant at Phiture - mobile growth consultancy) talks about how
you can level up your A/B testing game to maximise impact and learnings

Source App Promotion Summit London WFH

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#1: To get to the point where more testing = more growth being true you need to have a thorough
💎
process in place.
@13:28

#2: 3 key goals of the testing framework are: 1. Communicate ideas from all teams and prioritize based
💎
on company objectives 2. Understand and define leading and lagging metrics 3. Centralize test results
and communicate next steps
@14:12

💎 #3: Use slides for your experiments: excel files are good for internal use but slides are better because
they help get the buy-in from different teams and get them involved.
@17:13

💎 #4: When it comes to goal metrics, you do not want to only optimize for revenue: you want "leading
metrics" that feed in to revenue because there are a lot of variables that go into optimizing for revenue.
@22:48
How to Level Up Your A/B Testing Game: Maximise Impact
and Learnings [RESOURCE #50]

#5: To know which ideas to prioritize, measure the Impact score with Impact = Reach x Relevance x
💎
Frequency.
@24:15

#6: Set up experiments for success by planning ahead of time and using a sample size calculator tool
💎
like the one from Optimizely (link here).
@28:27

#7: You should not have a "win or lose" mentality. Once you have a significant positive impact you want
💎
to scale up the test (apply to 100%) then you want to start iterating on it. Double down on high impact
tests and keep iterating.
@31:20

#8: After 2 or 3 variations of a test idea that does not prove a significant positive impact, do not get too
💎
attached to your idea and stop iterating: it is not meant to be.
@32:05

#9: Do a reach audit where you assess how many tests you could run with your user base with your
💎
current engagement rate. Example: don't just look at how many people will receive that email and
assume a 10% conversion rate. Instead, look at your past performance, look at how many users you can
reach and use calculator to figure out time to reach statistical significance.
@35:50

#10: Onboarding and activation funnels are the main areas of improvement for almost all of the apps
💎
(even 5+ years apps!).
@36:20

#11: How long to run tests for? A week is often enough but it of course depends on volume. Usually the
💎
absolute difference between variants should be more than 200-300 to get proper test results (if you are
very small). Do not go for tests that are more than 1-1.5 months.
@49:55
How to Level Up Your A/B Testing Game: Maximise Impact
and Learnings [RESOURCE #50]

#12: How often do you revisit experiments? Once you have an experiment in place and you have
💎
maximized/iterated on it, it is good to have quarterly reviews.
@52:32

SEE THE NOTES

More pitching (yes, really) and THANK YOU

This is just in case you did not see the subtle CTAs spread out shyly in this pdf...Or if
you just decided not to click on them to learn more….

Seriously though, I hope this brought you some value. If you like the kind of insights
shared here, you should know there are a lot more available to you right now.

There are 2 ways you can get more 💎 :

● Become a Growth Gems member - one membership so you and/or your team
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I’ll try to convince you later to get the membership - no hard feelings).

🙏 Last but not least: I do want to give a big THANK YOU to all the mobile growth
experts who have been sharing their insights online. You’re building an awesome
community, and you’re helping the rest of us learn.

That’s it, I’ll shut up now.

Sylvain

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