App Growth Week 2023 | Mastering the Web2App Funnel: The Role of User Intent and Advanced Strategies

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•  Vietnam
• # web2app
• # user intent
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23:59:59

Overview

This presentation by Sergey Solovko, an app growth expert, focuses on advanced Web2App strategies, emphasizing the importance of understanding user intent to effectively convert website visitors into app users. He argues that unifying user experience across web and app platforms is crucial and provides examples of how his team at Coc Coc, a Vietnamese browser and search engine, achieved significant mobile growth by tailoring their marketing materials to address the specific needs and concerns of their target audience.

• Understanding User Intent in Web2App Strategies

  • 🤔

    Defining user intent: It involves predicting user expectations and needs before they explicitly express them through search terms, actions, or behaviors. [03:34][04:17]

  • 🎯

    Importance of user intent: Understanding user intent helps create more effective marketing campaigns and improve user acquisition metrics. [03:51][07:56][11:25]

  • 💡

    Example: Coc Coc's music playlist feature saw increased adoption when marketing materials focused on addressing users' concerns about cost and convenience. [05:12][06:36][07:36]

• Unifying User Experience for Seamless Transition

  • 🔗

    Deep linking: Directing users to specific content within the app from web pages enhances user experience. [02:37]

  • 📱

    Universal links: Providing a seamless connection between web and app through URLs ensures continuity. [02:49]

  • ✨

    Feature match: Maintaining consistent features and functionalities across platforms prevents user frustration. [02:58]

  • 🎨

    Consistent design: A unified design language across web and app creates a cohesive brand experience. [03:24]

• Discovering and Leveraging User Intent

  • 📊

    Social proof: Analyzing social media interactions helps identify content resonating with the target audience. [12:26]

  • 🗣️

    User interviews and research: Gathering both quantitative and qualitative data provides valuable insights into user needs and behaviors. [06:49][10:58][12:55]

  • 🔍

    Product research: Analyzing user behavior within the app reveals usage patterns and preferences. [13:27]

  • 📈

    Google Search Console: Identifying search terms leading users to the website provides insights into user intent. [13:03]

  • ⭐

    Reviews and feedback: Analyzing user reviews and feedback helps understand pain points and areas for improvement. [13:11]

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Key moments

1. 00:00

   Intro

   00:00

   Introduction of Sergey Solovko, App Growth Expert.

2. 01:33

   Web2App basics

   01:33

   Discussion on Web2App strategies and user conversion.

3. 02:17

   Unified user experience

   02:17

   Exploration of unified user experience elements like deep linking and cross-platform experience.

4. 03:30

   Intent-based approach

   03:30

   Explanation of user intent and its impact on marketing strategies.

5. 03:56

   Web2App funnel: use cases

   03:56

   Case study on optimizing features like music playlist for user acquisition.

6. 10:51

   Product research

   10:51

   Utilizing insights from product research to enhance user experience and marketing campaigns.

7. 12:03

   Use case in India

   12:03

   Example of changing app name in India to improve user engagement.

8. 12:38

   Outro

   12:38

   Conclusion and invitation to connect on LinkedIn.