💎 Growth Gems #52 - Data, Growth, Paid UA and Onboarding

Hi there,

This week I’m sharing gems on podcast ads, StoreKit2, defining the right events and onboarding/paywall optimization from Andy Carvell, Abdala Pineda, Jean-François Grang and Josh Brooks.


🥇 TOP GEM OF THE WEEK

💎 Implementing server-to-server notifications to check on the status of a user has been very complex until now, and a lot of beginners have chosen not to do so. This prevents them from leveraging the marketing tools and winback offers it brings.

by Jean-François Grang (Co-founder at Purchasely - Subscription management tool)
at 09:00 in Mobile Application Subscription And Purchases


Onboarding: paywall personalization and discounts

💎 Personalizing is the best way to make people want to convert. You can do this through understanding who your users are and how to personalize/contextualize their paywall.

by Jean-François Grang (Co-founder at Purchasely)
at 11:03 in Mobile Application Subscription And Purchases


💎 Figure out the sweet spots for discounts. You’re leaving a ton of money on the table if you’re treating everyone equally.

by Andy Carvell (Partner at Phiture - Mobile growth consultancy)
at 11:10 in Mobile Subscription Optimization: The New Gold Rush




Data: growth stack, in-app events

💎 The first thing Abdala did at Fondeadora was work on understanding all the tools they had in their growth stack (CDP, CRM, MMP, etc.), and how they were integrated together. Then he took the time to define his tracking plan and the foundations upon which he’ll be developing growth.

by Abdala Pineda (Chief Growth Officer at Fondeadora - Digital bank services)
at 27:00 in Growth Marketing and the Secrets to Tracking Events


💎 In order to filter out events that sound good on paper but are not actionable in real life (and end up consuming resources), Abdala does not let an event go into the app unless there are 2 things:

  1. An objective. Example: I want to measure this click because my hypothesis is that users that perform this, churn in the long run.

  2. Understanding technologically how the event is triggered. Example: front-end event, back-end event, triggered when a user clicks, triggered when the user is getting a confirmation pop-up, triggered from a database update, etc.

by Abdala Pineda (Chief Growth Officer at Fondeadora)
at 29:29 in Growth Marketing and the Secrets to Tracking Events


💎 “Signal testing” is about identifying the early signals (within 24 hours) that indicate a user’s likelihood to become a subscriber (beyond free trial starts) in order to optimize your acquisition through “feeding back” the ad networks’ algorithms. Phiture uses the AIC framework (bucketing events in Acknowledgement, Interest, Conversion) to help with this.

by Andy Carvell (Partner at Phiture - Mobile Growth Consultancy)
at 07:50 in Mobile Subscription Optimization: The New Gold Rush




Growth: the business equation, triggers

💎 Growth is the understanding of the business equation. On one side the variables you want to maximize/grow, and on the other side the variables that describe your company. The job of the growth team is to understand as many of these variables, how to affect them and also how each of these variables are correlated to each other. Example of misunderstanding the equation: you want to increase more users > you acquire more > more customer service > subpar customer service > negative experience > reduced retention > lower lifetime value.

by Abdala Pineda (Chief Growth Officer at Fondeadora)
at 14:40 in Growth Marketing and the Secrets to Tracking Events


💎 You should not be thinking about what the next campaign is going to say. You should be thinking about the user behaviors you’re seeing in your user base, and which of those behaviors you can actually turn into habits so you can nurture those behaviors. You need to generate the cue > craving > response > reward cycle.

by Abdala Pineda (Chief Growth Officer at Fondeadora)
at 23:05 in Growth Marketing and the Secrets to Tracking Events


⛏️ Going Deeper:
the “triggers that build product habits” topic has been widely discussed already. But if you haven’t yet thought about this extensively, check out Nir Eyal’s article “How to Trigger Product Usage that Sticks” (or his book) and James Clear’s article“How To Start New Habits That Actually Stick” (or his book)




Product: StoreKit2

💎 Implementing server-to-server notifications to check on the status of a user has been very complex, and a lot of beginners choose not to do so. This prevents them from leveraging the marketing tools and winback offers it brings.

by Jean-François Grang (Co-founder at Purchasely)
at 09:00 in Mobile Application Subscription And Purchases


💎 Apple introduced StoreKit2, which facilitates understanding the state of the user (subscribed, cancelled, etc.). However, it’s only for iOS 15+ users and you still have to support StoreKit for previous versions.

by Jean-François Grang (Co-founder at Purchasely)
at 13:35 in Mobile Application Subscription And Purchases


⛏️ Going Deeper:
here is how Apple presents StoreKit 2, and this video has good info to start your research. Most subscription management tools have since written content about the new APIs as well (here are articles from Purchasely, RevenueCat, Qonversion and Adapty).




Paid UA: audio and podcast ads

💎 When defining your audio strategy, think about how audio maps out with someone’s day: where does audio fit in their day?

by Josh Brooks (Head of Planning & Client Services at M&C Saatchi Performance)
at 17:30 in The power of podcasts and Audio Ads for Mobile Marketers


💎 One of the biggest ways brands have been using audio is for storytelling. Most audio ads are over 30 seconds, which is quite different from the “keep it short” mentality on other channels. It’s especially useful for new products, or to change your brand’s perspective.

by Josh Brooks (Head of Planning & Client Services at M&C Saatchi Performance)
at 19:05 in The power of podcasts and Audio Ads for Mobile Marketers


💎 The strength of programmatic for podcast ads is to reach a specific audience (e.g. 18-24, interested in sports, interested in gaming) and tapping into more niche podcasts, sometimes some you haven’t even thought about. There are podcasts on everything.

by Josh Brooks (Head of Planning & Client Services at M&C Saatchi Performance)
at 27:00 in The power of podcasts and Audio Ads for Mobile Marketers


💎 The market in the US is huge, and the market is so different in terms of both audiences and brands. So being able to tap into podcasts that have a strong presence in a specific geo is a huge opportunity. It’s not like the UK where you can buy nationally.

by Josh Brooks (Head of Planning & Client Services at M&C Saatchi Performance)
at 28:18 in The power of podcasts and Audio Ads for Mobile Marketers




And before I leave, a quote from Why User Onboarding is the Key to Product-Led Growth

“Your product’s growth depends on your users’ first impression” - Ramli John (Managing Director at ProductLed)



See you next time. Stay savvy!

⛏️ Sylvain