Mobile Growth in Review: San Francisco (@ ironSource)

Last night, we hosted Seth Bindernagel (of Strava), Vivek Ramani (of Stripe), Jennifer Daly (of Shopify), and Yakubu Agbese (of IMVU) for our October 2017 Mobile Growth Meetup, and we still aren’t over the enormous amount of valuable mobile growth knowledge imparted. If you missed it, don’t worry! We live-streamed and recorded the event, so you can go ahead and watch (or re-watch!) it at your convenience. We also listed some of our favorite takeaways below.

Seth Bindernagel, Sr. Director of Growth Marketing @ Strava

• The two main ingredients for mobile success are new user acquisition and prevention of user dormancy.
• Show people content they want to see, and retarget them later. It doesn’t always make sense to go straight to the call to action—especially in a highly competitive auction environment like Facebook.

Vivek Ramani, Growth @ Stripe

• The toughest aspect of targeting developers is that you’re asking someone to spend a lot of time upfront to learn about a new API that they aren’t yet convinced will solve their problems. When going after that specific problem, the most important thing you can do—not only to increase excitement, but also increase retention—is to maintain really strong documentation.
• Having a really sleek checkout flow with a user experience that makes users feel like they’re still in your app, makes all the difference. Checkout may be the last step in your activation plan, but it’s far from the least important.

Jennifer Daly, Product Growth Manager @ Shopify

• You don’t have to use Facebook the way Facebook wants you to use its platform and paid options. You may save a lot of money in the long-run.
• When you’re keeping track of your experiments and growth ideas, make sure the right actions are being tracked!

Yakubu Agbese, User Acquisition Manager @ IMVU

• Use Facebook to understand your audience. One of the simplest, easiest things you can do is get your CRM list and identify your highest LTV engaged users. Then, upload the list to Facebook, and look at demographic data and pages users follow. That can be an easy way to understand the interests of your users, and which interests you should go after.
• The ads that perform the best have the most comments, the highest engagement. What can we do to boost engagement? We have a customer success team, and they comment and ask questions so people will answer. We also recycle page posts—we take old successful ads, take the post ID, and then launch them against new ad sets. … Now, you can launch an ad with 500 comments and hundreds of likes worldwide, rather than creating a new ad to launch.