App Adoption Playbook

How to Plan, Execute, and Measure App Promotion Table Of Contents

Introduction...... 3

1. Planning Your App Adoption Strategy...... 5

2. Choosing The Right Channels For Your App...... 6

2.1 Optimizing Product Listing for Maximum Conversions...... 9

2.2 Word-of-Mouth Virality...... 15

2.3 Driving Adoption Using Social Media...... 16

2.4 Social Media Influencers...... 20

2.4 The Mobile Web...... 21

2.5 Other Promotion Channels...... 22

3. Measuring App Adoption Success...... 23

3.1 Retention...... 25

3.2 Push Notifications...... 28

3.3 Conversions...... 30

Appendix...... 34 Introduction

The art and science of app adoption can be a daunting task for any brand that is just starting out on their mobile transformation journey.

This playbook offers a step by step approach to app adoption, including planning, executing, measuring, and optimizing app adoption roadmap. It provides specifics on the strategies, channels, tactics and metrics to make sure the user is armed with all the tools for success.

It is important to understand that app adoption is a continuous journey and not a destination, requiring continuous effort continuous effort in optimizing the app itself and app adoption tactics. It is not simple but certainly necessary – and within reach of any brand with the motivation to make it happen.

Plan

Optimize Measure

Release Test 1

Planning Your App Adoption Strategy PLANNING YOUR APP ADOPTION STRATEGY

There are many aspects to consider and address when laying down your app adoption roadmap. A methodical and structured approach will help make sure that the plan is bulletproof.

The System to Follow for can it be analyze marking optimize Successful App Adoption idea tested quickly? results

;;Identify all potential app marketing channels

do more ;;Narrow down based on what is most likely to of it influence your target audience

does it works on Estimate the likelihood the user will be ;; no yes a small-scale? exposed to message when on mobile device

;;Run small-scale tests for 3 channels

;;Create a feedback loop to determine no yes future actions

;;Adjust, optimize, refresh Source: Woodridge Growth, Inc.

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Choosing The Right Channels For Your App CHOOSING THE RIGHT CHANNELS FOR YOUR APP

There are several dozen app marketing channels that can be used to drive traffic. Successful app adoption requires that a brand implements a system for quickly identifying the best channels for acquiring users in the target market.

What attributes should you use to evaluate a potential marketing channel?

Cost Targeting Control Input Time Output Time Scale How much How deep does How much How much The time it will The potential money do you this channel control do you time is required take to know if reach of this need to spend let you go have on who to prepare you should do channel, and to validate the with audience downloads the experiments? more or do less. how long it channel? targeting? app as a result? can last.

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What are the most powerful channels Expert Advice for mobile app discovery? The key to driving downloads is to discover what channels The top ways smartphone users discover new apps to download are via work best based on the target audience and focus your App Store search, word-of-mouth, social media, websites and mobile ads. energy on mastering those channels For retail brands, Facebook and Instagram have a highly active mobile user-base allowing them to reach their target audience with precision.

25%

21% 21% Most Common App Discovery Channels Among Smartphone Users 20% Source: comScore MobiLens, U.S., Age 13+, 3 Month Average Ending June 2016 vs. June 2015

16% 16%

15% 14% 14% June 2015 June 2016

11% 11%

10% 9% 9% 9% 9% 8% 8% 8%

0% Searched App Store Featured/Top List in App Store Via Friend/Family Via Comment/Review/Social site Via News/Print/Review/TV Show Via a Website Via an Ad on Device Browser/App Via Ad on TV/Print/Billboard

App Store Word-of-Mouth/Opinion Advertising/Marketing

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2.1 Optimizing Product Listing for Maximum Conversions

Optimized presence in the App Store and/or Google Play is the first step in launching a new app. App Store Optimization (ASO) focuses on increasing the app's visibility, discoverability, and conversion rate in the App Store and/or Google Play. A well-executed App Store Optimization is the foundation of an app adoption success:

discovery channel for new apps across all age groups #1 (Source: ComScore, 2015) Expert Advice A simple way to think ASO is the SEO for apps. % of downloads come directly from App Store search 65 (Source: App store Website - Apple, 2016)

App Store Optimization involves two buckets of activities:

Asset Optimization Keyword Optimization

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Keyword Optimization

The keywords you choose to include in the app name and meta tags have a direct impact on the organic presence of your app in the search results. Search “fashion shopping” on the App Store and the top 10 results will appear. You will notice that many of the results have ‘fashion’ in the app name. If they do not, then ‘fashion’ appears in the meta keywords.

How do you select your keywords? Choosing the right keywords for an app depends on a number of considerations. First and foremost, what words do real people use to describe the value of your app and the functionality/content your app offers?

Keyword Demand: Do people search Competitive Opportunity: Is there an Intent Alignment: Does the keyword for this keyword? opportunity rank for this keyword? align with the app functionality? Use tools like Sensor Tower and even Search for a keyword on the App Store In other words, if a user downloads Google Keyword Planner to gauge the and see how popular the #1 apps are. your app because they found it when demand. searching for a ‘shopping discount’ app, will they be delighted by the discounts in the app?

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How do you measure App Store Optimization success? When we log into iTunes Connect dashboard, we can see a range of metrics. The metrics related to our keyword strategy are impressions, product page views, and app units.

App Store Impressions: This is a new metric available within iTunes Connect that shows us how many impressions come from App Store search results and on the Top Charts.

Product Page Views: A product page view occurs when a user clicks through to the App Store product page view.

Sales >> App Units: This measures the number of times the app is installed. When users see your app in When users click-through to Finally, when the app is the search results, it counts your product listing, it counts successfully installed, it as an impression as a Page view counts as an App Unit

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How do you know if your App Store Optimization keyword strategy is working? First, you should track your app’s organic rankings for the keywords you specified. You can do this using Sensor Tower, a vendor for app data and insights. Once you input your app, you enter the keywords you wish to track.

If you notice an increase in organic presence for these terms, represented by the ranks going up, then this is a good sign. The key, though, is to see how ranking #1 (through #10) for a given term impacts overall impressions.

How do you turn our impressions into page views? To increase the percentage of people who click-through to your product page listing, we can optimize the following elements:

App Name: Are the keywords you use in Rating Stars: Does your app have an First Two Screens: Do they visually your name relevant to the search query? overall rating of three or fewer stars? communicate value that aligns with the search intent?

How do you increase your click-to-install conversion rate? Shopping app users are highly influenced by the app description, but the perception about ratings, screenshots, and brand awareness also impact the conversion likelihood.

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Asset Optimization Designing Your Screenshots After analyzing the first two screens of the Top 10 ‘Shopping’ There are a number of assets that impact apps, we developed a checklist to help aid the design process: conversions. These are the app screenshots, icon, and description. These assets, like the Do your first two screenshots illustrate the advantage of keywords, can be optimized. installing the app?

Asset optimization impacts the performance of your other market Do the screenshots ‘speak’ to a specific target audience? channels. The app distribution channel can only be the App Store and/or Google Play. No matter how you market your app, the Is there minimal text on the screenshots? consumer has to arrive at one of these two locations to successfully install your app. If so, is it easy to read, even from the search Impression view

By investing the time to optimize your asset, you can get the most Do the screenshots contain some form of social proof (e.g. impact from every marketing dollar spent to drive traffic to your people’s faces) ? App Store product listing.

Do the screenshots show products that are frequently purchased in app?

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How To: Measure Asset Optimization

Click Through Rate: This tells us how appealing the title, icon, and first two screenshots are to the user who is browsing/

searching the App Store. We calculate it by Conversion Rate: When the user clicks- dividing the number of Product Pageviews through to the product page, he/she makes by app store impressions on a given day. the decision to download based on a number of factors. The full App Store product listing allows him/her to browse all screenshots, read the full description, reviews, and more. We measure the final success through conversion rate by dividing the number of installs by the number of product page views on a given day.

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2.2 Word-of-Mouth Virality

A recommendation from a friend, family member, or co-worker is the best form of marketing for products, including mobile apps. Simply put, driving word-of-mouth buzz for an app translates into adoption. However, “making word-of-mouth” happen is hard work. You can take certain actions to give the app the best chance of virality.

How do we get more users to share an app? A delighted user should have opportunities to share the app with their friends and family. You can optimize the in-app touchpoints for more sharing. For example, a user can share an item of clothing she likes with a friend via a text message, email, or direct message within the app. She could book herself a fitting room appointment through the app and invite a friend to come along. There is also a new iOS feature that allows sharing to happen right from 3D touch.

Expert Advice

Virality Without Retention = Death

How do we measure word-of-mouth virality? The number of app shares divided by the number of successful registrations as a result is a measurement called the viral co-efficient. Simply put, if you can successfully get every new app user to ‘invite’ one new person to download the app, your app is viral.

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2.3 Driving Adoption Using Social Media

Social media is where organic word-of-mouth happens, but it is What are some growth hacks for getting also the most effective paid channel for app adoption. This section discusses how to maximize the power of social media as an app more out of Facebook app ads? adoption channel using mobile install ads. \\ Segment your creatives by age groups (if applicable) as the value proposition will resonate differently with different cohorts Mobile app ads that appear on Facebook and Instagram are critical for building a scalable, acquisition engine. Mobile app ads are \\ Consider turning on the ‘new smartphone users’ targeting option native ads that appear on the Facebook newsfeed of mobile users because they will be in a ‘app adoption’ mindset i.e. “looking for among posts by their friends and family. new apps for their shiny new smartphone”

\\ Select ‘WiFi Only’ to eliminate potential install friction caused by spotty cell coverage What makes mobile app ads \\ Refresh creatives every couple of weeks for optimal performance on Facebook and Instagram so \\ High-tempo A/B testing messaging and creative imagery is the best way to get the most bang for your buck effective? \\ Use imagery of the fashion found inside the app, specifically the These ads are easy to buy, easy to target, and easy to optimize. best sellers and trending items People can interact with them the same way they would a post on their mobile Facebook or Instagram feed. To install, the user simply taps the call-to-action (CTA), which is typically ‘Install Now.’ Upon tapping the CTA, the user is taken directly to your App Store product listing page where they can learn more about the app before installing it on their device.

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How do you ensure we are targeting the most valuable potential customers? Targeting the right audience is essential. Facebook’s Next Steps platform offers extensive targeting options, but it can be overwhelming. The best approach is to utilize \\ Use Lookalike Audiences to the App Events feature. identify and reach shoppers who are most likely to install the app App Events help you understand the makeup of people who engage with your app and \\ Refine your targeting by measure and reach specific sets of your identifying the high value users users with Facebook mobile app ads. This is \\ Upload this audience as a done by logging events from your app via the Custom Audience on Facebook Facebook SDK for iOS. The event can be one of 14 predefined events such as added to cart \\ From this create a seed in a commerce app or achieved level in a audience, which Facebook will game, or any custom events you can define. use to find people who look most like your existing high Once we determine the events of the most valuable value players users, we can turn these users into a Custom This allows you to drive high quality Audience. This custom audience auto-refreshes installs and streamline targeting to the and the Lookalike Audience we use will, too. The most relevant and profitable audience.1 Lookalike Audience generated from this event(s) will allow you to target ads to over one million people who share similar segmentation characteristics.

1. https://fbcdn-dragon-a.akamaihd.net/hphotos-ak-xft1/t39.2365-6/11405130_412185852305458_1774858356_n.pdf

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Do you need to do A/B testing of mobile ads? Whether you are spending $100 or $100 million on Facebook mobile install ads, A/B testing should be part of the plan.

In the mobile install ad above, the only thing that changed is the creative imagery. The variable elements of the ad imagery include:

\\ The products in the image

\\ The prices displayed within banners

\\ The background colors of the images

\\ The amount left in stock

Clearly, this can become extremely granular, extremely quickly. To make A/B testing less complex, we should remember why we are A/B testing in the first place. What metric matters most? It is not the cost-per-install or registration, but the cost per first-time purchase. The winning ad should be ultimately chosen based on the ability to drive high conversion rates.

Source: Original Image (Screenshots from Facebook)

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How do you measure the performance of our Facebook app ads? The way you judge your app ads, ultimately, should be based on how frequently the people who click them make a purchase within the app.

How can we maximize our existing social media presence to drive app adoption? All social media profiles offer ways to organically promote an app. The profile links for Twitter and Instagram can direct-link to your app store product page. These touchpoints are opportunities to include messaging and trackable download links. Utilize the traffic.

Social media bios include link to app

Facebook includes ‘Use App’ call to action

Pinned tweet

Multimedia content

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2.4 Social Media Influencers

How do you choose what influencers to use? The person who promotes your app should have a personal brand that resonates with the target audience. One way to help make better decisions is to use Facebook’s Graph Search. Try the following:

Pages liked by people who like HUGO BOSS

How do you compensate the There are influencer networks that facilitate these relationships: influencers? \\ IZEA The answer to this question depends on their following size and \\ TapInfluence business savvy. Kissmetrics, a customer intelligence and web \\ Tidal analytics platform, provides some ideas for how to approach influencer compensation: \\ Speakr

Paying for posts by Instagram users with large followings has proven From an impact standpoint, we should evaluate the influencer to drive installs. There are disadvantages, especially for attribution, based on engagement rate, not volume of followers. For example, but these ads serve more than to just drive installs. The association if an influencer on Instagram has over 100,000 followers, but with an influencer who your target audience likes is good for the very few of which comment and like his/her photos, then this is brand and the content created on your behalf can be a long-term a warning sign. To evaluate the engagement rate, calculate the content asset. total number of likes and comments and divide by the number of followers at the time of post.

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2.5 The Mobile Web

Websites are a consistent source of new app downloads. This section encompasses the most powerful ways to utilize the web for driving app adoption.

Mobile Web Banners Mobile app banners are displayed to users who browse your website on their mobile device. They help direct the mobile traffic to the App Store where the mobile experience is superior and where purchase conversion rates are proven to be higher. Mobile web banners are a common practice by the likes of Facebook, Yelp and Pinterest. When mobile traffic arrives at any of these sites, the most prominent call-to-action is to download the app.

To measure success, track the number of clicks to ‘Get the app’ divided by the number of mobile visits.

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2.6 Other Promotion Channels

Search Engine Optimization According to Google, 25% of apps are discovered via web search engines. How can a mobile app appear prominently in search engine results, especially when the user is using mobile web search? Google offers a powerful solution through AdWords, allowing app marketers to target potential users via mobile web search. This marketing strategy works for Android, but iOS apps can also take advantage of Google search thanks to Firebase App Indexing.

Email Marketing Using email to drive downloads — and the success you should expect — depends on the loyalty of your email list. If you are mass-blasting an app to a group of people who you do not communicate with regularly, then we should not expect many to take the desired action.

Public Relations Most popular apps launch with coverage from the popular technology-focused websites. This coverage is great for credibility. However, as we have seen first hand, it does little to drive the kind of downloads needed to top the Charts. A great example is Donde. When Donde launched in August 2015, the app received coverage in TechCrunch, AdWeek, WWD, and a host of other sites with large audiences. However, the peak position Donde reached on the ‘Lifestyle’ charts was 320 (on August 20th). This ranking indicates, at most, a few hundred downloads that day.

The value of good public relations should not be limited by the aforementioned perspective. There is something to be said about the social proof of saying your app was seen in TechCrunch or WWD. Furthermore, it is common for potential users to Google the name of your app to see what else has been said about it; the coverage from high-authority sites tend to own some of the first page search results, helping lead to an eventual download.

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Measuring App Adoption Success MEASURING APP ADOPTION SUCCESS

How many downloads should we Percent of Active Users: \\ The percentage of people who downloaded the expect in the first week, month, etc? % app who atively use the app? There is no way of telling how many downloads you will get as there \\ Analyze this metric on a week/week and month/ are numerous undefined elements that impact this. For example, month basis what is the marketing budget? How large/small is the market? How desired is the app? How many people need to use the app for the app to be a success? Number of Product Views Per Install:

\\ In order to buy, they have to browse

\\ Low number of product views # What are some metrics to consider \\ This is worth exploring if purchase conversions tracking? are low

Cost Per Loyal User (CPLU):

\\ How much does it cost to get someone to install the app and use it three times? Is session length important to track? \\ How does that CPLU change week/week and month/month? The session length indicates how much time a user spends using the app each time they open it on their device. Session length is more of a vanity metric than a meaningful metric. While it tells Cost Per Action: us if the user is highly engaged, it could also mean that the user is having a difficult time trying to accomplish the desired task. \\ How much does it cost to get someone to Furthermore, if a new user opens the app, discovers something install the app and purchase one item? they love, and completes the purchase in less than two minutes, \\ How does that number change week/week what value is session length? One possible alternative to measuring and month/month? session length would be average session length for someone who uses the app on Day 3.

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3.1 Retention

Retention is the process of keeping as your new users coming back How do you measure retention? to the app, for as long as possible. The day your app goes live, your focus should be on retention. Day N Retention is a fancy way to describe a standard method for calculating app retention. To calculate Day N Retention: Retention is a major challenge for mobile apps. There are a number of statistics about app retention that illustrate this reality.

% The avg. app loses 75% of new users (# of users retained (# of users who installed 75 within 24 hours of install (Applause) on Day N) the app on Day 0)

It is important that we are looking at rolling retention. This is how we % Apps lose 77% of their daily active users measure the churn of cohorts. If a user does not return on day two, 77 within the first three days (Quettra) but does return on day three, we want to be sure they still count. Day 0: The day a user first opens the app. This should be the day they install the app. % Nearly half of users (48%) will delete your app within thirty days of install (Yahoo) 48 Day 1: If user opens app again the day after first use, it is attributed to day one.

Day 3: If user opens app three days after first use, it is attributed to day one.

We want to see how a cohort (people who downloaded the app in Week 1, for example) are continuing to use the app. Specifically, what percentage of this cohort is still active?

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How do you improve retention? There are several specific solutions First, we need to take small steps. Focus on improving day one for improving day one retention. retention. The higher percentage of users who use the app day one, the higher percentage of them that will use the same on day seven. Make a better product. An unneeded or unwanted 1 product will lead to low retention.

What should the day 1 retention Make sure you are targeting the right people. Find out 2 who would be very disappointed if they could no longer goal be? use the app, and target more people like them. A 30% day one retention rate signals potential product/market fit. Furthermore, by focusing on obtaining one milestone at a time, Reduce the amount of time to the ‘aha’ moment. To it aligns the team to create a sustainable growth engine that is 3 identify the aha moment, you need to have the ability focused and time-efficient. If 1,000 people install your app on Day to see user behavior flow. What do returning users 0, and 300 of them use the app the following day, the Day One experience in the app that one-time users do not? retention rate is 30%. Ensure there are continuous UX improvements. Even 4 if the UX is solid, there are always ways to improve UX. These continuous UX improvements will ensure that the app continues to deliver value and is increasingly relevant.

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How do you determine if you are successful at retention? Before we can come up with a retention strategy, we need to understand what success looks like. All apps are different. We should avoid evaluating retention and engagement in the context of other apps. However, there is something we should seek to emulate (i.e. a retention curve.)

Retention Curve 100%

Product A Product B

75%

% Active 50%

Product A Has Product/Market Fit 25%

Product B Does NOT Have P/M Fit 0% 0 5 10 15 20

Time

Source: CoElevate

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3.2 Push Notifications

Push notifications are a form of external triggers that reminds users of the value offered by the app. Focus on getting users hooked within three to seven days of install. Push notifications help drive retention and engagement in the days after the user downloads the app.

What percentage of new users will For example, Uber sends a push notification when your driver is opt-in to your push notifications? arriving. This is the definition of Push notification opt-ins vary by industry and estimates claim that value for the user. For a shopping approximately 40% of new users will opt-in. There should be a app, there are unique ways collective effort to improve the push notification opt-in rate. to apply this approach. First, the push notification channel can be used to communicate exclusively about new deals What are some ways to improve your and sales. If the client does not want to promote deals push notification opt-in rate? and sales, it can also be used The typical push notification opt-in prompt comes after on- to inform them about a new boarding. Therefore, using your onboarding to further drive the collection. value of the app is crucial for increasing opt-in rates. Furthermore, we should position our push notification as a value-add to the overall experience. The apps with highest push notification opt-in rates have a time-sensitivity component.

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Are you measuring push opt-ins? Push notifications are the critical component of the habit-forming feedback loop that make apps ‘sticky’. If you do them right, we will see increase retention rates, frequency of app usage, and ultimately, more sales and revenue.

What best practices should we follow for sending push notifications? 1. Always add value. Push notifications should never be sent simply to get someone to re-open the app. FIrst, be able to answer if someone asks why people use the app. Then, reinforce that value proposition in every push.

2. Use the user’s first name in the push. The mobile app consumer expects personalization at every touch point. By adding so little as the user’s first name to the push, we can make a strong impact on open rates.

3. Always include a call-to-action. Using a relevant CTA will increase open rates and direct users to take the desired action.

4. Keep the message short and sweet. The value of the message should be realized instantly.

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3.3 Conversions

What is a good conversion rate for How can you avoid below average mobile? purchase conversion rates? This varies and is dependent on the inventory, price points, \\ Make sure inventory is in-sttock target audience’s income, and much more. Here are some of the \\ Optimize app performance mcommerce conversion rates in the industry: \\ Provide product details (zoom-in on pictures, detailed descriptions, etc) % 2 % 3 % 2.8 7 11 \\ Acquire users who can afford price-point \\ Make it possible to add credit card without typing (scan-a-card)

\\ Supply shoppers demand with relevant styles and trending fashion

\\ Provide sales

2. http://www.statista.com/statistics/323084/alibaba-mobile-shopping-conversion/ 3. http://www.statista.com/statistics/293904/us-e-retailers-ranked-by-mobile-conversion-rate/

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What features encourage shoppers to download an app? As the chart below illustrates, the top preferences involve security, desired features, and convenience.

Preferred Features of Shopping Apps Preferred Features of Shopping Apps

0% 10% 20% 30% 40% 50% 60% 70%

Requires sign in for secure access

Has a wide range of features

Stores my preferences to make future activities easier

Stores personal information for a more personalized experience

Specializes in a small number of features that I frequently use

Uses my current location to provide relevant local information

Stores my credit card/billing information to make future purchases faster

Is free to download but has ads within the app

Is linked to my social networks

Charges a fee to download but is ad free

Source: How people shop on their phones (Google)

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What are some tactics for boosting purchase conversions? There are other tactical approaches we can take, including, but not limited to the following: ADVANCED OPTIONS

\\ Utilize mobile deep links. A mobile deep link4 is a fancy way Specific Mobile Devices & iOS Devices Only of saying hyperlink. When you click on a link on the web, it Operation Systems takes you to where that content lives online. A mobile deep- Included Devices link is a word to describe that experience for mobile apps. Rather than the link taking you to the App Store product iPads (all) X listing (shallow link), it brings you to the product listing. This assumes the user already has the app installed. If they do iPods (all) X not, they would be prompted to download the app first. iPhones (all) X

\\ Target users with bigger screens. The bigger the screen, the iphone 6| more likely the user is to complete a purchase. Facebook Apple iPhone 6 (and Instagram) make it easy to segment ads this way. Apple iPhone 6 Plus \\ Improve the onboarding experience. Does your onboarding Apple iPhone 6s experience show how easy it is to buy on the app? How about how buying on the app makes life easier? Apple iPhone 6s Plus

4. https://branch.io/what-is-deep-linking/

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What should we measure after App Notifications: A Growth Hack a user’s first conversion to for Boosting Early Sessions determine success? The notifications that appear on app icons scream ‘open me!’ to the user. While they should be used sparingly, they are useful in the In an ecommerce business, success is often measured by the initial three days after install. annual repurchase rate. Lean Analytics, a book cited in the Resources section, discusses this in length:

“The annual repurchase rate is an early indicator of Immediately following launch, it is important that the team how an ecommerce startup will succeed in the long monitors retention with the goal of finding ways to reach and term. Even before a year has elapsed, an ecommerce exceed predetermined benchmarks. company can look at 90-day repurchase rates and get a sense of which model it’s in.”

\\ A 90-day repurchase rate of 1% to 15% means you’re in acquisition

\\ A 90-day repurchase rate of 15% to 30% means you’re in hybrid

\\ A 90-day repurchase rate of over 30% means you’re in loyalty mode. App Notifications

Most importantly, frequent usage in the initial days following install will improve the likelihood of conversion.

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Resources

Articles Tools Posts

The Deployment Age AdEspresso for Facebook Campaign Automation Apptamin: Choosing App Store Keywords (ASO) “But if you use ICT in your product, it needs to be seamless. Your users shouldn’t need an AppBoy for Push Notifications and Customer App Store Optimization – A Crucial Piece of the instruction manual. Don’t scrimp on user Engagement Mobile App Marketing Puzzle (ASO) interface and user experience design. Many startups have already gone down this road.” AppsFlyer for Mobile App, Cross-Channel How To Do A Retention Analysis Attribution User Retention: Yes, But Which One? Blogs Batch Insights for Push Notification Tracking How Is Retention Calculated? Andrew Chen writes essays on growth concepts. ClickZ CPM Calculator for Planning Facebook/ The Law of Shitty Clickthroughs Instagram Campaigns. App Retention Rates in 2016 Mobile traction is getting harder, not easier G-Test Calculator for Finding Statistical SaaS Onboarding: Do You Really Know What The Paul Graham writes essays. Significance for A/B Tests “Aha!” Moment Is For Your Product? How To Start A Startup Organic Startup Ideas Optimizely Mobile A/B Testing for iOS, Android, Startup = Growth and Mobile Web Resources

SensorTower for App Store Optimization UX Archive for onboarding flows. Books Viral Coefficient Calculator to Measure Your Zero To One by Peter Thiel K-Factor Hooked by Nir Eyal Lean Analytics by Alistair Croll and Benjamin Yoskovitz Contact us at [email protected] to discuss your app adoption needs

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