| Source | https://www.youtube.com/watch?v=Njg1rtx477k |
|---|---|
| Readwise URL | https://read.readwise.io/read/01kv42tb7rbbgzjz42vh4f4tt2 |
| Readwise ID | 01kv42tb7rbbgzjz42vh4f4tt2 |
| Date | 2025-06-27 |
| Author | App Masters |
| Category | video |
| Cover image | https://i.ytimg.com/vi/Njg1rtx477k/sddefault.jpg?v=685aef5d |
[Music] [Music] What is up app nation? It is Steve P. Young, founder of appmasters.com, the place you go when you want action-packed content related to helping you grow your app downloads and more importantly those revenues. And that is the topic of this particular live stream. We’re going to break down some of the highest performing payw walls
that our guest has seen. and his presentation from MAU was one of the most talked about because my team member came up to me and said, “We got to try this right away.” And I shared it on LinkedIn as well and tagged him as well. And he’s going to break down how he came up with the strategy. And if you miss that post, well, you’re going to want to pay attention. So, without further ado, let’s bring in.
All right. figure. I really wanted to watch that video. I got to do better. I’m not super impressed, but welcome to the show, my friend. Hey. Hey, man. Thanks for having me. All right. Well, you are the head of digital marketing at Coinstat, one of the top crypto portfolio apps with millions of users. And you are known for launching trend setting campaigns and that blend behavioral psychology, animated payw walls. I’m going to give it to you, my friend. That is all you. And a concept that you call situational marketing. and
I want to learn more about what you mean with situational marketing. Any other further things you want to add on to that amazing I believe that’s enough. Let’s try let’s try to cover all this during the session. Definitely I will go to into details what is situational marketing and what we have done and how are the results definitely eager to share this I do want to say hi to Nurex Kevin Joe what’s up oh man I think it’s Robert but Buddhist Buddhist budicious
chess I forgot Pablo what’s up bro and then we’ve got Alex as well and it’s decided to join during his wedding thing as well all right Caesar good to see you man all right you want to go through the slides You got some slides because I love it. Definitely. Let me I’ve got your slides coming up. Yeah, I see the MAU screen. Is that good? Yeah, that’s good. All right.
Just a second. Liz. There we go. So, beyond the standard pay walls, I will walk you through the the session. Actually, just a second, please. Yeah, I I’ve been talking about this about this topic during the app promotion summit London and MAU Vegas and some of well-known apps told me that they want
to test this strategy for their apps as well. So, I it made me think that more people should hear this. So, what I’m going to do, I will share our pay wall optimization strategy. I will walk you through an experiment we ran, what worked and what we learned. My goal is to give you some practical steps that you can apply right away and cherry on top. Uh top converting pay walls we have ever had. Steve just feel free to interrupt me anytime and come up with
your ideas or anything otherwise I will do like a presentation this. Thank you. And to the audience if you got any questions I’m going to be always watching them. So I got it right. Okay. Okay Robert. No, the ask away and I’ll make sure I ask as well. All right. Okay. Okay. Okay. I haven’t seen this approach used in other apps before, so there is a slight chance it might be new to some of you as well. Long story short, instead of using just traditional pay walls, we
have integrated animation before the before triggering the payw wall. We have tested both animation and animation plus payw wall and paywall only approaches and our goal was to uh simple to create a more engaging user experience and evaluate its impact on conversion rates. For context, the experiment was conducted on the coin app which is a crypto portfolio tracker operating on a premium model. So consider this
scenario. Uh it’s Black Friday and you open your crypto app. A green animated hand icon appears on your homepage. You tap it and suddenly Pepe the frog emerges from a swirling black hole. He walks towards you and throws black champagne at your screen. Yes, you heard it right. Black champagne at your screen. And a message pops up. Everyone deserves premium this bull run. Pepe winks at you and shows
you pay wall with significant discount. So let’s jump in and see how it how was the experience of this. I love it. This is the animation plus payw wall option. And this one was just a payw wall,
just a simple payw wall to share with people. So we have two options. One was pay wall animation plus pay wall and the other one payroll only strategy. So the results we see the conversion rate comparison is 1x is payw wall only and the results speak for themselves. The animation plus payw wall combo achieved an impressive almost three times higher conversion
rate compared to the standard payw wall payroll only approach is worth mentioning that this experiment had some limitations like we didn’t use control groups for this experiment. Still the results were consistent enough to stay uh to say that animation had a real impact. So in on Android we saw that uh even 3.3 times higher conversion rate rather than pay wall only approach. That’s amazing. Yeah. And u the animation was designed
to trigger automatically uh when the user started the session like open the app. It could also be activated uh manually by tapping the animated icon Pep Pepe’s hand on the app screen. Here is how it looked like. I love it.
Yeah. And while we looked into the data, something stood out. Eye contact frequency per user. We saw that iOS users were way more curious about Pepe’s end than Android users. Um the difference was hard to ignore actually but we don’t know really why. So uh yeah the this the experiment and I have some learnings from here like understanding what worked well and what
affected the results. Maybe we can walk you through I can walk you through the learnings as well. So, first of all, I think that one of the major factors that affected the results is the strong hook. In other words, grabber. How often do you see a frog stepping out of a black hole on your app screen? Exactly. It is unexpected. Never. Yeah. Never. Never. So, it’s
unexpected and that’s what grabs attention. A strong hook is essential for any type of content. Nowadays in social media on any type of campaign this campaign who had two grabbing moments one was Pepe’s surprising appearance from the black hole and the second one the splash of champagne on the screen. Both created moments that stopped users and encouraged interaction.
So this is a famous quote by Ryond Rubikam. The way we sell is to grab attention first. Uh yeah, this is from 1940s and this is what Rybon Rubicon was telling the world like 100 years ago maybe or something. And there is another quote to explain what we have done. This is from David Ogulvi. Ogulvi has had 16 tips how to create advertising on in his book and one he says open with fire. You
only have 30 seconds. If you grab attention in the first frame with a visual surprise, you stand a better chance to holding the viewer. So, this is the advertising legend um David Oglev. Yep. So, and the next factor I believe that affected uh the results is the emotional connection. Establishing an emotional connection with users is fundamental in
marketing and using cultural icons is one of the best ways to achieve this. People love memes and are they are already connected with them and our campaign tap directly into the this pre pre-existing connection. I want to share another quote that could explain what we were been doing. This is from Roy Williams. He says, "Show me what a person admires and then you will
know how to connect with them. You you will know how to attract future customers through your ads when you understand what they admire." Actually, this is true for not just advertising but but for networking, for sales, for for anything. If you if you know what are the interests of people, it’s easier for you to connect with them. So, having all this in in mind, we added two well-known memes to our 10-second
animation. First, Pepe the Frog in cryptoculture. He even inspired his own memecoin. And second, Leonardo DiCaprio Champagne Scream from The Great Gatsby. Both felt familiar. Both felt relevant. They helped us to connect with users right away. Yeah. And people who are listening, which one do you like most? Caprio or Pepe the Frog is better for you.
Put in the comments. Yeah. Put in the comments like Leo or Pepe the Frog or LRP. There it is. LRP. That’s all we need. One. Yeah. Yeah. And here is another point from neuros neuroscience. Neuroscientist Antonio Domasio did a case study and found out he that people who with the emotional related brain damage I mean the physical damage in their brain struggle to make even simple decisions like what to eat, what to
wear, where to go. So this emotional part is affecting almost every aspect of our lives. And here is from Reforge. Reforge is one of the best I would say growth marketing uh source or educational source at the moment and here is what they are talking about the decision here how people make decisions and they this framework is
called Elmer and they say that everything starts from emotions. Our decisions start with an emotion not a logic. And later is coming the logic. We justify and rationalize our emotions with logic. But logic does not lead the way. Emotion lead the way. And next is coming the motivation like they are we are trying to drive people to uh go uh to climb the hill easier. What
we have done we have did some simple discount. So to make uh to make it easier for people to get around the hill and later comes the reward like and it’s called Elmer. So what we see that starting from 1940s from right m ruby cam up to now from to reforge everyone says that uh in B2C market uh emotions lead the way everything starts with emotions and this is that’s why we have
used this strategy to optimize our conversion rates. Uh the next factor I would like to share is the black Friday and the message. So people love black Friday and they they are more eager to buy things during the black Friday. This could affect it as well. And the next factor could be the message who have shared like everyone deserves premium uh this bull run. Um for people who are not
into crypto, I can say that the bull run is the situation where Bitcoin and crypto prices are pumping and people have higher willingness to pay to buy crypto or anything related to crypto other products related to crypto during this uh during this period. So we say that premium for everyone when everything that that’s bull run also we should take into account one more factor that bitcoin price was pumping during
that period. So this could have affected the results as well. So this is it about the pepe the frog uh this case study this campaign. Uh, I have more campaigns just like can I can I hold off here the I got a couple couple questions from the audience but I want to ask you like what inspired you to do this to create the animation because I want to see how we can if something inspired you I want to see if there’s a way that we can get inspired like you know a lot of times I
like to use oh I was using this thing and then I brought it into the app space like for me when I talked about long pay walls back in 2019 being more effective I knew it better performing on the web. And so I was like, psychology, you know, going back to psychology and advertising principles, why wouldn’t this work on mobile? What inspired you for the animation? Actually, when I was in app promotion summit Berlin and I was listening to talks and talking to people, I saw that
people who are in app growth, they have a lot of technical knowledge. They can set up anything you want. they will exactly say how to do to get uh approved your app and how to create pay walls. I I understood in some way that some of people who are who are there who were talking they are they they maybe they are missing some marketing base knowledge or some essentials of marketing there and I thought that if we can combine the basic knowledge of marketing or the experience into pay
walls we can have better results. This was one of the factors that inspired me actually. And the second one is that we knew our audience. We are into crypto culture and we know that what people like actually. So that’s that’s the that’s the second point also. I will partially answer to your question later when we will go to situational marketing case studies. Okay. Uh where we can see the spikes in the app store download
charts and how that happened. So actually in partially I will answer to your question there as well. Okay. Bien says do you show a payw wall during onboarding and if so have you tested animation there? Actually we are just uh we want to test in the onboarding as well the same. So we have the task created in Jira. I’m waiting for the tech team to implement that and and see how it will work but we haven’t tested for onboarding but during the onboarding it converts the best for us as well like for a lot of apps. Yeah. And then Pablo
says, “Does the animation only happen one time or every time user wants to see the payw wall?” So, uh, we have triggered that once or twice if I’m not mistaken, just when they were opening the app, not to bother people with anything. And also, we will put that icon on the homepage. They can just tap it manually and trigger it and and trigger it trigger it. So, that’s what we have done. Maybe we could have triggered that like more three plus
times, but we didn’t want to bother people in anywhere in any way. Yeah. And for those who are familiar with this. Yeah. Lahi, he did use Lahi. I was just going to say, Joe, you read my mind. He’s using Digin, you should get a affiliate deal for Lahi Files because we signed up for Lahi Files because of you as well. That’s great. Hopefully one day they will watch this video and they will ping me on LinkedIn. Yeah. Send them something nice. Okay. Come on people.
Yeah. Yeah. Okay. Should I go on with the presentation? Yes, please. So, we have the new year campaign. Yeah. Next was the New York campaign. What’s coming basically after the Black Friday. So for the newer campaign, we were thinking about who can take the role of Santa Claus in the crypto space. If crypto had a Santa, who would it be? Who would it be? So yeah, it was hard for us because
there is no icon in crypto space and no one has done something like this. So it was hard for us. And yeah, Gigachad, I know what you are thinking, like Giga Chad and Santa Claus, he doesn’t exactly scream Santa Claus, but he’s big into cryptoculture. People know him. They love him. We turned him into Santa Claus handing out a big news discount as a gift. Also, he even gighat as his memecoin in the in
the crypto space. Yeah. And this is the icon we have used. And here the video. Let me play it for you. Yeah. And the next campaign we have tried was the Halloween campaign.
Um actually we have we did Halloween campaign as a test run for us to understand the situation how people will um will treat it and here what we had. Let’s see it. This is um the spider looks like Bitcoin. It’s got music too. Nice.
Yeah, thank you. Uh, so the other question, what inspired us doing this? Uh, later this is one of like sneak sneak peek what inspired us to do that and like we have changed the Bitcoin logo with Garrett Gensler who was in charge of SEC at those times. So I will share that separately. So to go into more details and share more results, here is the slide how to set it up
the so the animation and icon can be configured directly from the backend infrastructure. So animating the need for app updates when launching new campaign. The payables were built with using Super Bowl which also allows changes without app updates. The animation format as we talked already is Lotty which is light versatile but has some limitations we should take into account like it could struggle with some glow some effects some shadows or things
so you should take into this account while uh doing designing things for audio we have used AAC and MP MP3 on the technical side as the animation concludes it sends an event to super wall which is trigger which then triggers the payw wall you are so when the animation is ending it’s sending an event to super wall and super wall is uh triggering the payw wall so to avoid the
details with approvals so maybe you can uh skip this part but uh when sending it to web store okay yeah yes that’s very sincere sorry about That’s yeah this is it about about the experiment we run and here I can share the bonus part like the top converting pay walls we have if there are any
questions regarding the that case study maybe we can answer now and later jump to the next part okay nothing coming in right now that I can see okay okay here are the top converting pay walls we have ever had. So this one we call by the dip. This is a crypto slang actually. Buy the dip means buying crypto while it has the lowest price. So and we are asking people like buy the
dip, buy constant premium like subscription uh when it’s dip and we call it it’s a dip. Now also I’ve tested this visual not just for pay walls. I’ve tested it for Twitter ads as well and it worked quite well and it converted quite well for us. So I think maybe it could work for other people as well. So this one is called by the deep the other pay
that work pretty good for us like this we have tested like maybe two years ago called long video. Actually, we put a very very very long video in the in the pay wall and first we were thinking that it it couldn’t convert and people will be bothered with this and they will skip but we saw that people are I don’t know watching the video and they are converting so this is another payw wall that converted maybe people who are not
familiar with the value proposition of the app it could convert the for those people either I think. Yeah, I like this cuz we’ve seen video long like video work better on pay walls as well and so I like this thing with the buy the dip. Were you running on Twitter? Was it just static images that you were running? It was a static image on Twitter ads and we are retargeting people who were on our website or we had any other
connection with them and also we are trying it to other audiences as well not just uh retargeting. I like it. Yeah. Let’s move on. This one is with animation. Maybe just a sec. You want me to not share your video here? Just a sec. I will get back to the Yeah, I got I I got some music too, you know. You want me to spin the wheel or
something? Actually, this one doesn’t have any music here. Just It’s just kind of sliding the animation part. Sorry about this. I will play here. Oh, okay. It’s so the animation is just the lifetime discount. Lifetime discount. Yeah. Yeah. It’s it’s very simple I would say. And the other one with toggle actually where are testing is right away came up with this idea to have the toggle in the uh in the pay
wall and it converts pretty well. I was just checking before the call. I saw two three times higher conversion rate uh with this toggle thing with this pay wall. Yeah. Well, so let me if we can stick on the toggle t like does the is the yearly change at all? So like you know one of our pay walls we did the toggle but we went from if you enable toggle you get the 3-day weekly free. If you disable the toggle it defaults to
yearly no trial. Is that how you guys did it or how did you guys do No, we have just did the free trial here. Okay. To just the yearly or to the monthly as well. Only just yearly. Got it. I like it. Okay. So, you can buy it without the trial and you can buy it with the trial. But enabling the trial, you’ve seen bigger success. I like that too. Yeah, it works pretty well for us. And here is
the team behind this case study. People who have done this. You want to make that big this happen so we can bring it up. Just a sec. I will be to store from just a sec. Here it is. Okay. Here are the people who made this happen. Oh, we don’t want to put Vah. Come on. Not V. I’m messing. I just saw M as well.
That’s awesome. Yeah, this is like uh the end of the the presentation of MAU Vegas what I’ve been sharing there. If any questions here, maybe we can discuss it. If not, maybe we can jump to the situational marketing part. Yeah, I like it. Let me see if there’s any comment. Okay. Yeah. Uh let yeah let’s jump into situational marketing because that’s what I want to learn more about too.
Okay. So here is what we call situational marketing that something is happening in the in the world like some big event or something is going on with your competitor anything is happening and you are doing some stuff some campaign some activity with that and you are getting attention and more downloads or you are increasing brand awareness we call this situational marketing. Actually there is
another another term which is called newsjacking. There is even a book I was gonna call it that. Yes. Cool. Yes. Yeah. Uh newsjacking and um so even there is a book about that and and I I read that that book. So newsjing is kind of niche word another term which is exactly connected with news that what’s going on in the world or your or your niche or anything. So this is we call situational marketing and we have done a
couple of case studies in the crypto space and let’s see how that happened and what happened with that. So in January 2024 uh the approval of Bitcoin ETF was a landmark event in crypto history and uh securities and exchange commission chairman Gary Gensler voted to approve Bitcoin ETF and crypto Twitter went wild. Uh so it’s it’s important thing
and here is the chairman and this was the situation what was happening and this is the marketing part. Yes. So at Coinstead we swapped Bitcoin logo on our app and web platforms with Gary. So here is a Bitcoin logo and we have chained with G Gary Gary’s face. After that we sent an push notification to our app users something like this. It Bitcoin logo has been changed. Okay. I
tap to check it out. It looked like a transactional notification but was in intentionally incomplete in some way so that people would tap it. So to measure the results we have later we will see Google search console, appsource search and social media analytics just to understand what are the results. So, and we saw a lot of UGC user generated content on Twitter, even
on Instagram and Facebook and some other platforms as well. Someone is just a sec. So, someone is posting, I will never cancel my membership. Nice work. So uh this is kind of the answers why we are doing situational marketing and how it works. This person says that they will never cancel their subscription. So
and this this is the approval that how the situational marketing is directly affecting the revenue. So another person is saying yo coincidence guys while this one give this intern a raise in crypto space who are doing situational marketing is called an intern it’s a kind of cryptos sling another guys is saying that almost made
coffee come out of my nose and we retweeted it with nose and coffee here uh another comment like gem to the child at coinstead for this logo change and a lot of comments and a lot of UGC here like updated the logo dying nice my move I like this kind of humor uh I don’t know and who engaged we see that this page like 50k
followers in crypto space we should say that in big accounts they are not engaging if you are not paying them so we haven’t haven’t been connected with this page and they were just sharing because it was funny for them. And another page maybe he he founder of Milk Road uh Milk Road newsletter and he’s quite famous in
crypto space. Yeah. And there are a lot of accounts were and what happened? So the app crashed. Oh my god. Yeah, the situational marketing activity and the push notification did too well and the app crashed. Back then we had a technical issue. Our infrastructure wasn’t scaling with the increasing user volume. Imagine you are in the middle of it and the app
is crashing. Fortunately, we got back quickly and this is what my face looked like at that moment. This meme is explaining things. Okay, that owl, if you guys are not watching this on YouTube and you’re just listening to the podcast, that owl meme is just hilarious. Dead Jeff. Okay. Yeah. Okay. The cryptoculture and memes matter. You know, I highlighted this one, this comment because this is kind of approval how it works.
So, not uh this is another user. Thank you for this update, guys. I haven’t been able to check my portfolio for the past two minutes and how the [ __ ] I will survive. Tell me. And this guy is talking uh and yeah and he was doing the marketing instead of us. Another guy was complaining why the app is down and he was doing uh the stuff for us like he was saying yeah but they don’t
understand the crypto culture and nor memes. Why are you going to competitors? Yeah. So, this was hilarious for me actually to see how it works in real life. So, there were a lot of comments and things like GM love coins not only because they are a portfolio tracker but solid way that like they troll Gary. So, they like product and and they also like the way
that how we are trolling the SE executive. So the other one got love to coincidence for this I am dead etc. So there are a lot of uh UGC here. We will save our time maybe just Yeah, I’m gonna it’s on just for those who are watching or listening. You can check out Tigran’s the substack. It’s on his Substack that is linked up into your favorite podcast app and YouTube video. So you can check it out. But I’m on it right now and I’m kind of going through this. It’s really
cool stuff. And he even put a spreadsheet together with all the different tweets in here. Thank you. Thank you so much. I know you did get some negative blowback, but you want to go through the stats real quick too. You got definitely this is the dump. So had about five comments that were negative. I should highlight this in some way as well. And here are the results uh on social media. Uh we saw that UGC tweets comments are not included like 142. uh
we see the impressions like 40k plus and we saw all the impressions together like 69,000 uh um impressions here we saw here are the impressions and here is what we see on Twitter an analytic chart on keyhole here is the engagement here is the spike in engagement of our Twitter page
and later we have been checking about the Google search results and we saw on Google search console that branded Google search traffic reached its highest level in the past uh 16 months. You see this spike? Yes. That’s amazing, dude. That’s amazing. Yes. And and this is exactly that people were searching branded keyword coins, not other things like Bitcoin or anything else, but exactly they were searching coinsteads.
So, and the and here is the app store chart. Uh we saw it hit the highest in the last 12 months. This is the downloads chart. Here it is. So we saw this spark. We should take into account that this was during the when the Bitcoin uh reached his all-time high on the same day. So we should take into account that this could have affected the results in some way as well like to be 100%
transparent with this and credits to my team Arthur Narak for for doing this. It’s a great idea. Yeah, I love it. I love it. It’s crazy how just one little simple thing tweak, you know, one little icon change helped you go viral. Like that was pretty insane. This true cuz changing an icon like it took us three minutes like the changing part. No technical thing to do. Uh not to bother
technical team with marketing requests. Uh so just one thing changing an icon. So it’s it’s it took three minutes for us. Yeah. And it worked um pretty well. Yeah. For those who just joined late like Michael that 26 around 26 minute mark 26 and 30 that’s when Te really talked about situational marketing for those who just want to hit rewind and get going. I love that. The I love it. Was there anything else? We have done a
couple of more situational marketing case studies. Actually we’ve done like six or five. I have I just have one or just two on my substack and I can share this one as well if you are interested in this. Sure, let’s go. Okay, just feel free feel free to interrupt me and just to have a better balance of things that we are sharing with people. Okay. Uh this one we have done uh during the 2024
and Bitcoin all-time high price was just around the corner and voice in my head whispered time to some situational marketing friend and this is a actually a real world um screenshot from our Slack and and I’m asking the team what we should do if Bitcoin hits another alltime high and these are actual comments. and like exactly how it happened.
So we were getting ready here and the campaign we have done right over here. So what we have done following the brilliant suggestion from Narc Vartani go of memes at coin stats we swap the Bitcoin logo with the crying bear icon across our app and web platforms. Uh so I’ve included Google search console results and app store downloads as well
in the end. So why we have done this and why does it matter and later we pushed our notific pushed out a notification with something like this. Bitcoin hit certain amount and where are the bears now just to explain what’s happened and this the other one is uh push notification of our competitor. So Bobo the bear is a cultural icon in the crypto space. A
bear on the other hand um so when prices is going down they say the market is bearish like the bears are coming and m my prices are going down it’s and it’s bearish and the sentiment of the market is sad let’s say and when the crypto market is pumping we say it’s bullish market the bitcoin price is increasing and it’s bullish so and the bubble this
meme hero is a icon of bearish situation as long as it’s a bear. So, we have swapped the Bitcoin logo with Bobo the bear. The bear is crying like Bitcoin price is pumping and bear is crying. Uh this is this is the idea and we saw that a lot of UGC on Twitter like who swapped the Bitcoin logo with Bobo crying. Okay, this is actually hilarious. I can’t stop laughing.
I’m dead. So lo chinstead change the logo. So a lot of uh a lot of UGC coins is based. So and who interacted with us in this case we had a lot of influencers who interacted with us organically. This is Zenica like you see the number of followers here says it’s brilliant. Another page you see the number of
followers it was it’s huge this one. So another page with massive following 100k plus. So they are doing and this one is quite interesting this comment. I love my coin tracking up coin sets. They are doing funny things with the icons from time to time. So people got used to that we are doing some situational marketing and they like it.
Uh someone give you your app admin the raise. I enjoy every single one of your price alerts. Yeah. So a lot of comments a lot of you see I will just scroll. If you are interesting interested in checking out all this stuff just go to my step. So and here are the results. Here you can see the results of social media uh like total number of followers who tweeted like
million it was million plus and here is the organic uh and sponsored also impressions. And what is interesting here the Google search console results the organic branded Google search traffic reached its highest level in the last 16 months. You see this pick spike here. It is this is the people who were who have been searching coin stats and lending to our web page.
You did it twice. You just said you got the highest again. So you did it twice, right? Yes. Because I have done this different times. uh uh I have published the other article and later we have done this situational marketing and so and this yeah this is the the other situational marketing this P yeah that’s awesome and this one is this one so the picss are situational marketing stuff and this one is uh in on app store we
got the second highest in the last 12 months you see this is the first one we have been talking about this big and this one is this um is that the G campaign with Bobo. Yeah. Yeah. Yeah. And credits to Nikk Vani my teammate for the bubble idea. So what’s next? And we’re thinking about what we should do and Bitcoin price will pump next time in my face.
Uh, could be. Yeah, that’s an option as well. Actually, V is quite famous. No one knows. Vah, get out of here. Vah. Uh, I love it, man. That’s awesome. Is there anything else from the presentation that you want to go through? Actually, there are a lot of stuff, but let’s stop here and maybe this is enough. So, we just have 15 minutes here left, you know. I hope
people walk away with this because I and it a lot of times I’m really, you know, people now that I have my own business, I’m always like, it’s mine. I don’t care. It’s my personality, right? And I hope people understand that having personality behind a brand actually does help, right? And I think that’s what you’ve sort of highlighted with your situational marketing is that have a personality. We love brands that have a personality and it doesn’t always have to be serious as well. So kudos to you,
man. Thank you so much. Especially in crypto, people appreciate that you are into crypto culture. Like you are one of them. Yes. Like you understand the situation, one of them, and you can do stuff that could be interesting for them besides just selling things. Yeah. I love it. All right. Well, let’s get into our app audit section of our show. And we like to start off every dad with every app audit with some dad jokes. But I want to do thank my sponsor. So, let me hit this stinger. [Music]
All right. Thank you to Web2ave. Look, if you’re not exploring web to app campaigns, go check them out. webb2wave.com. They’re the easiest way to start building your onboarding funnels and start testing right away. And it’s super affordable. I’m going to tell you that I think it’s going to be it’s already a big trend. It’s going to be a growing trend as we get into 2026 as well. And thank you to Appsflyer. You can use Appsflyer. You can easily use web toe app campaigns with Aspire as well with
their one link capability as well. All right, Tig, I know you don’t have no jokes. So, I’m sad for that. I’m just actually we have done some jokes already in the case study because changing the face of Gary with Bitcoin is quite a joke. We can count this as a joke, man. All right. Well, don’t worry. The audience will have a joke. So, somebody in the audience, give me your first joke and then if you beat me, you will get a free Well, actually, yeah. If you beat me, you get a free indie app Santa promo on us. Thank you to Web Two Wave. All
right, David. Well, I come up with every joke. So, I’m going to start with this. Why are Why are there no sick eagles? Why are there no sick eagles? All right. Ready? I don’t know. You’re not supposed to guess. You’re just supposed to say why, Steve. All right. Well, thank you for asking, Tiger. It is because because it’s illegal.
There you go. All right. Nobody has a joke in the comments. That’s That’s surprising. Okay, let’s get into the app audit section and we’ll start off this app audit with Let me share my screen. Oops. At the stage. Oops. This at the stage. Here we go. We got chat buddy from Hickorman and then it is Yeah, he just wants help with customer acquisition. That was good. Thank you, Michael.
Nobody else has a joke. I’m I’m shocked. Okay. All right. I guess I win that one. All right, Dan. Anything from the app store presence that you feel like it could help with? It looks like a normal, you know, chat GBT wrapper, smart AI assistant, looks like a chatbot type of thing. But anything that stands out to you from the app store presence? Um, maybe we can do something about with the uh with the screenshots. Actually, we can maybe add some social proofs or
maybe some results they have. Maybe something maybe they have been featured in app store or anything else or maybe we can highlight something in the first screenshot cuz uh in the screenshot we just see the same as the headline the same as the title of the application like it’s it’s all the same thing like chat buddy smarti assistant maybe we can add some value proposition or something that could grab attention cuz having
the same in the title and maybe having uh the same on the first screenshot maybe isn’t isn’t the best idea. Maybe it could work. It was working pretty well for them. They should continue with this, but I don’t think that it’s a good idea to have this here. Yeah. So, here’s I like it. The advice I would give too is look, they only have a thousand downloads. If you’re not going to spend any money on marketing, looks like the app does a lot. So, it has voice conversations. Think about being more a
little bit more niche. What’s his name? Pas. No, Hickor Hakiman. Hakiman. Think about being a little bit more niche because we have worked with certain apps like this. I won’t tell you the keywords we’re going after, but I was able to find certain keywords that a lot of the bigger players are not paying attention to. Look, a lot of the bigger players are going to focus on the top performing keywords, right? And so if you don’t have any budget for to compete with those guys because they’re going to go after they’re going to their ASO is
going to go after the highest traffic keywords because they’re spending a lot of money on paid marketing. So you need to find the niche one like PDF like summarized PDF. Are there keywords around that potentially? You know, I saw one that was PDF GPT. So go more niche because you only have a thousand. And then try out Google ads. Google ads for Android apps. You can get really lowcost installs and it’s a great way to start getting installs and
actually from what I hear too is it helps you drive more organic traffic. Lastly, Dig back to your situational marketing. I don’t really like the icon. I think it’s kind of ugly. So, you might want to play around with the icon here. I could be wrong. Yeah. I remember Vaj said he they added Bitcoin to the icon and that that helped their ASO back when he that’s true that’s true it helped a lot because the Bitcoin is the most known well-known thing and the keyword that people are
searching and while people see something familiar uh in the app like Bitcoin icon on the logo it it helped with downloads actually I mean when this category was super popular everybody in that chat GBT space had the same icon as chat GBT you know, like it they were all very similar looking icons and your icon is being too different. So, what shocks the system like we’re all used to seeing like Digan said with his Substack they’re they’re used to seeing certain people there’s familiarity with the situational
marketing and unfortunately there’s just no situational uh I’m going crazy with my tabs situational marketing or anything that’s recognizable with your particular app icon as well. Actually, I think that the there’s a problem with every single app or any pro product to find out the value proposition. Yeah. Or differentiator or unique sales proposition in all know in other words. So if you find that like you understand the audience that people are just searching this one and you can have a
longtail keyword as you said and have a niche to try start from the niche. So to have that value proposition in everywhere like on the first on the first screen on your website headline anywhere else like that’s that’s the hardest part to understand what’s your value proposition and why people should download and how you are helping them. Yeah. And communicate it in in every single way you can. Completely agree with you. Let’s get into the app real
quick. Right. And thank you Yan for your joke. So, I’m gonna give you a free indie apps and a promo for a year. All right. I like this, but it is a lot of texts for me to read. If you confuse, you lose. Yeah, that’s a famous quad. Uh, just remember and it’s get started, not get start. So, and also you see now the text is over
the icons and it’s not readable at all. Yeah, this is really bad. And I have to continue with Google, which I’m not going to. What we’ve seen is showing a payw wall before asking people to log in. Probably more effective. You probably don’t need people to log in here. You’re going to lose people. So, I’m gonna not Fine, I’ll log in. I don’t have a Definitely they need some design improvements I would say. Yeah, starting
from logo. Now they just asked me a push notification. I’m going to hit not allow. But you got to show the payw wall, bro. Like unless What the heck happened? This is insane. Where’s the payw wall? I don’t even see their payw wall. Premium features. I got there.
Wow. Wow. Wow. Wow. Crying bear like Obo. Did you guys use AI to create those icons or is it your fancy your fancy social media guy that created those icons? Tig for you guys. Uh you are about the icon that we have created for Bitcoin. Sorry. Yeah. Yeah.
Yeah. The the Bobo was created by our social media guy Vani and the other icon was created by our graphic designer. Nice. Okay. Subscribe. There you go. I got the payw wall. Yeah, you need a lot of design help. Document. It’s It’s not very good. It’s not very good. Even this pay wall is pretty nasty. So, you got to fix that. I think, you know, before you even
think about growth from a acquisition perspective, I try to optimize the funnel right now. And especially if you’re giving five free credits, I think the future is moving towards just giving premium in terms of like giving them free credits and then making them pay without a trial. I think that’s where we’re going to move to. I’m seeing early signals of that within my apps, too. All right. All right, Tig. Well, don’t worry. Told you the audience would have something.
Jan says, “Why do why don’t scientists trust Adams?” It’s because they make up everything. There you go. All right. Well, if you guys want to vote, which I don’t, you know, like you guys didn’t even have a vote, uh, a joke. Put S if you thought my joke was better, the illegal, or put J if you thought Yan’s joke was better, and we will hook you up as well. All right, take Let’s go into the next app right here. We’ve got from Pascal. He’s
got an AI invoice maker. So, invoice AI again. Anything on the screenshots you want to kind of highlight the app store presence? just opening it. Thank you, Michael. You’re the only one who voted. Tough crowd today. I see the amount of people that are here. But anyways, okay. Go ahead, D. Well, I can start. It’s this is something where, you know, we are testing this for
another client of ours that are in similar space. Anyways, think about iPad. If you are designed for iPad, iPad ASO, it’s a lot easier to go after especially for tough term like invoice maker Pascal and then you know even start with Apple search ads on iPad just to see if you can get some traction on there. So I love starting with Apple search ads because it’s one of the quickest ways to get some traction and to test out your funnel. And for one of our apps, we just launched with Apple
search ads right away despite not having as much reviews because we thought we could rank for that keyword and wasn’t as competitive and we’re able to start getting some downloads and some numbers on that. And then it helps you, you know, for me, I was always bootstrapped, so I’m always like, how do I get to break even really fast? But this new app we launched, you know, we spent only $1,000 on Apple search ads. We made about $600 with the app. And so we lost money, but at the same time I was like, "Oh, the early numbers are promising. So
I’m going to push forward with this app, right? 60% rorowass is not as bad." And so I’m like, “Okay, there’s something here. Let me keep tweaking the product and then figuring tweaking the Apple search ads so that we can eventually get to rorowass positive.” What’s up? But I was pretty happy with that. So want you guys know I’m doing this. Yeah, definitely. Yeah. Uh I I was going through the screenshots. It’s good to have a video here. the other the sec the first screenshot I see all you need all your business needs like um this is very
very big like it’s Amazon can say something like this like everything you need you can find in Amazon but in this case maybe we should be specific because in this case it’s an invoice invoice maker as far as I understand so maybe we can be more specific here and highlight something that it’s it’s the value proposition of the company calls all your business needs. Maybe we should I I would have update this one. So, and
maybe on the first screenshot I can highlight some uh to build some trust like maybe we can have some results like or maybe some social proof or maybe anything that could build some trust on the first uh screenshot. on design wise I would recommend I see that uh they are using green and they are using black maybe I would recommend to use other other colors as well in this case uh to
exchange so to exch accentuate the things they want they accentuate the things they like also on the first screenshot I can see that the design is not in is inconsistent so the stylistically some one of them is an illustration The other one is um just graphic design and they are they are using pastel colors and other colors together. So on design wise I believe they’re they need some improvement uh here specifically for B2B customers
for B2B customers understand more of design or things rather than B2C customers in this case. So it is a kind of having a good design is essential for for for B2B products in in my opinion. Absolutely. All right, let’s get into the app itself.
What would you help it achieve? Okay. It’s kind of hard to read. It’s my old eyes. When you’re tapping to that first one, you see two check marks. Yeah, I know. Huh. That’s true. This is messing with the UI, I believe. Like having two check marks. One is a button like your part and the other other is a graphic design part. So, I would have changed this. Yeah. Why don’t
you just make a check boxes like Yeah, it’s small to read. Michael said it’s small to read as well. Yeah, it’s very hard to read. How do you currently store your receipts? Actually, don’t track them. Uh, it’s your biggest problem. Not knowing how to organize them. And then, yeah, they do have a video as well, but I think the video to show off your app a lot better than this video that’s playing right now. I don’t know what this video is. Looks like stock images. They do have a 7-day free trial. I would I always like
having my main plan in the middle, dig basically. Like everybody selects the middle. I prefer to have that in the middle versus not in the middle, but I see why they did it. I might even start with like rows then be like with limited. I don’t know what li with limit monthly. I don’t know what that means and I don’t know what unlimited means. I like it. I just don’t understand it too. And when you confuse, what’ you say? You lose. Yeah. Uh one more thing here like uh the call to action button is green and everything else is green on the
screen like uh it would be better to have the situ this call to action button some other color or something that can stood out from the uh from the page right now we are doing another landing page design and I had same comment for our designer as well and I’m commenting on our pay walls as well the call to action button must stood out. It should be people should see it easily. We can think that
this doesn’t matter but actually this matters. Yeah. And I think the theme of both apps is invest a little bit in UIUX because this is not a great UIUX. And I think Tiger, you know what we’ve seen too is some of the things that you’ve been talking about with your animations and situational marketing is, you know, just adding a little bit of the animation shows that there’s a little bit level of complexity that you’re adding to your app. If so, if you’re willing to add that complexity into a
promo, it makes the user feel like this is a great app, you know, in a way. And so I think when you have bad UI UX, it makes users feel like you don’t have a great product as well. And so we’ve even seen it with onboarding. I won’t share the app because I’m friends with them, but I’ve shared it with our Appmasters Academy community. I’m like this app’s onboarding I’ll share with you after our call is amazing like and it is has all like the sleek animations during the onboarding. It is really well done and I
I’m going to copy some of those things that they’re doing well too. Please share it with me because we want to update our on boarding because we have created it like two three years ago and haven’t updated so it looks old now and we need to update it. Also one more thing that could be helpful. Um it’s okay to copy some common basic things that other apps are doing because we it’s hard if you see some app is is like bestin-class. Uh maybe you just need to
copy those things. You shouldn’t copy the value proposition but you can copy the UI why they are using it which colors are they using how they are creating this clear image because in the first part when you are launching an app maybe you don’t know those details because you don’t know that those things matter you just need to copy them and during the time if it works and if you have a traffic and you have a lot of users maybe you can do your testings as well and improve on your own but in
other cases while doing anything. We’re going through the apps or web pages that are doing great and we’re just trying to copy things that they are doing because let’s say it’s a Canva and they have a lot of traffic, a lot of users. I believe they have tested a lot of stuff like maybe hundreds of things on their landing page and they found out that this one works better. So we don’t have that much traffic and we can’t run those kind of tests but at least we can
understand what they have done and we copy those ideas. This is not new in marketing to copy things like David Oguli was telling that the first thing that are do that he did to become an advertiser was copying others ideas like he was copying like four years and later he had his own ideas. So this is okay to take some ideas or inspirations or maybe directly to copy some basic things that they are common in the space. Love it.
Well said my friend. The thing I’d say about copying like well-known brands is be careful. They have a brand you don’t. So I try to look for in this onboarding that I’ll share with you. They don’t have a technically you know you wouldn’t know the app, right? Like unless you know apps like a lot you wouldn’t know the app. And so that’s what I like the most. They have something that I haven’t seen that they technically are not like a calm or a headspace, right? And so common headsp space, people always point to them like, "Look, man, they have a brand. They can do a lot and probably
not kill their conversions, but you don’t have a brand." And so you got to be careful what they’re doing. Yeah. At least they can copy the ideas how which colors to use and how to use how to small things like don’t to have just one color, have a couple of colors, how to create those boxes, text column, anything like those kind of things are just uh common in in the industry and the best apps are using those best practices. So those things are easy to
copy in my opinion. You are not just copying the brand this exactly app, you are copying the best practice. That’s the point. Yeah, I love it. All right, Tin, anything else you want to cover before we say goodbye? Oh, thank you so much for having me. Actually, also thank you for your talk during the MAU Vegas. I enjoyed it and I got a couple of inspirations from that especially about the hard pay walls and content gates. So hopefully we will test it in our app and I will text you our
results. Please man, please do. I will I will love that. Well, if you guys want to follow Tigran along, it is tigranmk.substack.com. It is already linked up into the YouTube description as well. He’s got his own Telegram that you can just literally just ping him on. Digger, I I don’t I hate Telegram because they freaking spam the [ __ ] out of me. I deleted it, but I’m just I’m unwilling to pay for it. But anyways, his LinkedIn profile and
his Telegram is all linked up in your favorite YouTube and podcast app as well. Tigron, thank you so much for coming on and doing this, my friend. Thank you so much for having me. Thank you. I appreci App appreciate, man. Guys, next week is the 4th of July in US. That’s Independence Day. We It’s a big holiday in the US. So, I’m going to be off. Need a little break. All right. Need a little refresher. But I’m coming back July 11th. I’m super excited to do the July 11th because it’s going to be more of a coaching call with somebody that’s been watching since he was like 12 or something and he’s built an app.
He’s now out of like high school. Makes me feel old, but he’s going to come on and we’re going to break down his app and give it advice. So, it’s going to be a little bit different. Hope you like that format. But, thank you so much, bro. Have a great weekend. Thank you so much again for coming on.