Moritz Daan Growth Channel Specialist

!@moritzdaan

App Store OptimizationMobile Growth Hacking at SoundCloud

Mobile tipping point = reached

@moritzdaan

Source: Andy Carvell (SoundCloud) - @andy_carvell

Acquisition Cross-Sell App Store Optimisation

Press / PR / Blogs / Social

Paid Channels (Ad Networks, SMS, Search, RichMedia, FB+Twitter)

Partnerships (inc. carriers, OEMS & 3rd party stores)

VIRAL (invites, shares/

integrations)

I N T E R N A T I O N A L

Engagement & Retention

Onboarding Flow (tutorial, welcome emails, NUX)

PUSH / Email / SMS / in-app alerts !

(mobile CRM)Deep-Linking Re-Activation!

Campaigns Retargeting

Monetisation

IAP, Paid Apps,!Ad-Supported,!Subscriptions,!Virtual Goods

Relevant Payment Methods !

- e.g. Carrier Billing, PayPal, Offer Walls, Credit Card Processing

Virtual Currency Dynamic PricingConversion

Optimisation

Analytics

Install Attribution In-App Events Campaign Measurement Screen Flows Conversion Funnels User Testing User / Device

Demographics Cohort Analysis

Bug Tracking A/B Testing HeatMaps App Store Analytics Sentiment Tracking Keyword PerformanceCPU / Battery /

Network Performance Analysis

LTV Modelling

Mobile Growth Stack

Publishing

App Store OptimizationApp Store SEO Conversion

LocalizationAnalytics

@moritzdaan

?

@moritzdaan

Google AdWords - A/B

@moritzdaan

Traffic

Serve & Measure A/Bie.

SoundCloud App Store

@moritzdaan

SoundCloud App Store

?SoundCloud - Music & Audio

?SoundCloud - Music

?Discover the best new music & audio ….

250 million listeners love SoundCloud ….

Icon Title

Screenshots

(graphics, CTA, order)

Description

?

@moritzdaan

SoundCloud App Store

@moritzdaan

> 10% conversion increase= 1.000.000 - 5.000.000 extra installs

BOOM!

(yes, hypothetical)

SoundCloud App Store

@moritzdaan

Looking ahead

@moritzdaan

Localization

Professional translationsPreferably use a company with SEO expertise

Opportunity is hugeEspecially on with iTunes, less with Google Play

iOS keyword fallbackDon’t worry about losing your English keywords in other countries. They’re still there!

Track & AdaptTrack keywords & downloads, and improve/kill localizations that have negative impact

App Store Localization

Spanish & English for US!Make use of this opportunity to double your 100 characters!

@moritzdaan

Localization

BOOM!(with a minor headache)

Russia +376% South Korea +264%

Turkey +157% Italy +136% Brazil +98%

Belgium +47% Mexico +36% Spain +33%

France +28% Germany +23%

Netherlands +21% Canada +12%

Japan -6% China -15%

@moritzdaan

Moritz Daan @moritzdaan

moritz.daan@soundcloud.com !

Pssst, we’re always hiring http://soundcloud.com/jobs

Thank you