The idea of growth hacking has been around for a long time in software development and general business environments. The driving philosophy is universal, but in mobile app development there are some unique considerations to keep in mind.
What is Growth Hacking?
Growth hacking is more than just bolstering user acquisition; it’s an interdisciplinary practice that spurs development teams to:
- Draw the most relevant and profitable new users to download an app;
- Create compelling features and content specifically targeted to existing users to keep them engaging with the app regularly; and
- Develop product value and psychological hooks that encourage users to spend time and money in the app to optimize monetization.
There’s both an art and a science to growth hacking for mobile apps. The best growth hackers adjust their tactics based on innovative hunches—but they use analytics and metrics to prove or disprove their hypotheses. Using those numbers, they refine app features, app store content, advertising, and user interactions accordingly.
This kind of metrics-driven, rapid experimentation means that successful growth hackers aren’t simply trying everything and crossing their fingers in hopes that something leads to growth, but they are highly analytical and meticulous throughout the entire process, from forming hypotheses and experiments to analyzing and implementing results.
Organizations that do it well are disciplined with their approach. And they are financially rewarded as a result. This guide is meant to help you emulate the best and start growth hacking like a pro.
How Growth Hacking Differs for Mobile Developers
Rapid rates of change in the market: User habits, mobile platforms, devices and market conditions are in a constant state of transition.
Low barrier to entry for competition: It’s easy to develop and submit an app and app stores are cluttered with competitors and digital noise.
Low switching costs for users: Mobile apps are free or inexpensive to purchase and easily uninstalled by users.
Limited user ‘head space’: The typical user only has the time and energy to engage with a few apps every day.
Given all that, growth hacking for mobile apps must be driven by a detailed and measured understanding of how users interact with the app. In order to gain this understanding, companies need some form of analytics integrated into their app environment that goes beyond the universal metrics (install, sessions, and retention) that the app stores provide.
Ideally, this scientific understanding will provide clues to:
- Satisfy and engage current users
- Identify your most valuable users
- Target new users with the most efficient spend
- Test new features
- More effectively monetize the app and relevant services
Download the Full Guide to Learn the Following:
- The mobile app user lifecycle
- User segmentation and microtargeting across the lifecycle
- Best metrics for mobile app growth hacking
- Growth hacking in action:
- Marketing and user acquisition
- Engagement and retention
- Product management and UX design