6. /!
@edithyeung!
AARRR for Mobile. MO-AARRR!!/!
• Acquisition – What is your install base? How do you acquire users?!
• Activation – What is your onboarding process? Happy UI & UX?!
• Retention – What is your MAU & DAU? Push, email & community strategies?!
• Referral – What is your referral process?!
• Revenue – How do (or will) you make money? What is your ARPU?!
!
7. /!
@edithyeung!
MO-AARRR!/!
Acquisition!
• App Store SEO!
• Mobile Web SEO!
• PR (Blog, media, forum)!
• OEMs / Carriers Preload!
• Social (Paid or Non-Paid)!
• Mobile Ad Network (Incentivized or non-incentivized)!
• Desktop (iOver the Air for Android)!
• App Referral!
• Retail side-load!
Activation!
• Sign up process!
• Tutorial!
• Welcome email!
• Push permission!
• Social permission!
• 1st Call to Action!
Retention!
• Engagement push!
• Review request!
• Email!
• Seasonal Campaigns!
• Social !
• Default setting!
Referral!
• Social!
• Email!
• Incentivized or non-
incentivized!
• Word of Mouth!
Revenue!
• Subscription!
• Advertising!
• In-App Purchase!
• eCommerce!
• App Referral!
• Backend data !
10. /!
@edithyeung!
Acquisition – PR / Blog / YouTube!/!
• Relevant media / blog / YouTube mentions do drive installs!
• Think about stories / user benefits that are worth talking about !
11. /!
@edithyeung!
Acquisition – OEMs / Carriers Preload!/!
• Work with mobile smartphone manufacturers or carriers and get your app
preloaded could be time consuming.!
12. /!
@edithyeung!
Acquisition – Incentivized & Non-incentivized Mobile Ad !/!
• Pay for installs by working with incentivized or non-incentivized mobile ad
network could be effective, but also expensive.!
13. /!
@edithyeung!
Acquisition – Over the Air (Android only) !/!
• By adding the Google+ Sign-In button to your web site, you can automatically
prompt your users to download your Android app over the air to their Android
devices.!
!
15. /!
@edithyeung!
Acquisition – Retail side-load!/!
• In countries where most mobile users are pre-paid users, you can get your app
preloaded via different retail channels. !
!
16. /!
@edithyeung!
Mobile Customer Lifecycle & Conversion Behavior!/!
Acquisition!
• App Store SEO!
• Mobile Web SEO!
• PR (Blog, media, forum)!
• OEMs / Carriers Preload!
• Social (Paid or Non-Paid)!
• Mobile Ad Network (Incentivized or non-incentivized)!
• Desktop (iOver the Air for Android)!
• App Referral!
Activation!
• Sign up process!
• Tutorial!
• Welcome email!
• Push permission!
• Social permission!
• 1st Call to Action!
Retention!
• Engagement push!
• Review request!
• Email!
• Seasonal Campaigns!
• Social !
• Default setting!
Referral!
• Social!
• Email!
• Incentivized or non-
incentivized!
• Word of Mouth!
Monetization!
• Subscription!
• Advertising!
• In-App Purchase!
• eCommerce!
• App Referral!
• Backend data !
25. /!
@edithyeung!
Retention – Review Request!/!
• Getting great rating is key to driving up organic app store rating!
• Request for rating too early may frustrate users!