Growth Platforms We Use and Why
It’s time you upped your company’s product-led growth (PLG) strategy.
When building an app, choosing an analytics, attribution, or marketing analytics platform might not seem like a headline moment. But what if I told you it could be the catalyst that transforms your startup's trajectory?
In an ever-increasing sea of options, our venture studio has narrowed our growth stack down to three key platforms.
Ready to fast-track user growth and engagement?
Firstly, you NEED to be able to attribute your users to specific campaigns.
Mobile attribution tracking is challenging. Usually, ad platforms measure up to ‘App Installs’ only. This makes it tricky to track and optimise the acquisition funnel.
Welcome, Appsflyer.
Appsflyer tells us precisely where our users come from, and provides the measurement, engagement, and analytics tech needed to accurately measure the impact of marketing activities.
It’s also built on AWS, so rest assured, it'll scale with you to unicorn status.
But this really seals the deal…
Appsflyer also offers the functionality to create personalised customer journeys from web-to-app, social-to-app and email-to-app.
Why is this important?
Imagine a user sees an ad for a sports app on Instagram, targeted at NBA fans. They download the app, and the onboarding process is tailored to basketball fans.
That’s a great user experience, right?
Let’s go one step further…
Although not often thought of as a growth platform, we’ve found this next platform is key.
The App Store.
Well, more specifically, custom product pages and paid search ads.
Creating custom app product pages that speak directly to a specific user group can be the difference between a campaign that performs ok, and a real home run. We’ve seen conversion rates rocket by up to 15% through the user of tailored copy and app screenshots.
Complimenting this with paid Apple search ads is our direct line to being seen and heard. We’ve found this to be one of, if not the, most effective ways to acquire niche groups of users.
Ok, so that’s user acquisition sorted. What’s next?
This is where PLG really comes into play.
Set up Amplitude.
Your growth and product teams should NEVER make feature decisions in the dark. A data analytics platform that allows you to track, visualise, and analyse user engagement and behaviour data is essential.
Why?
Because no, I’m sorry to break it to you, but you’re not Steve Jobs. Designing a product without gathering an understanding of a user’s behaviour is guesswork.
This is how we’ve scaled our ventures to 1m+ customers daily (and counting).
To summarise:
If you take anything away from this post, I hope it’s that attribution, the customer journey, and product analytics aren’t to be overlooked in your growth tech stack.
Saying this, the tools themselves are a means to an end. The real goal is creating an experience that users will rave about. Great user experience always wins in the long run.
So let us know, what has been your experience with tools for PLG?