Q&A with Matthew
Matthew Sadofsky is a New York-based mobile marketer primarily focused on using digital channels to drive users to the AYI dating app, ultimately converting them into paying subscribers of the service.
What does the funnel to an active user look like in the AYI app?
The most important thing is to get them to install the app first. At the very start of the funnel, we want them to click on an ad, bring them to the install page, and install that app. Once we get them within the app, we like to get them to confirm or register their account which could be done through a simple email form or they can connect with Facebook. After that, once they interact with that site, once they hit a paywall and it goes straight to the purchase.
What does a quality mobile user look like to AYI?
A quality user is someone who is going to be highly engaged on the app. As a dating site we generate revenue by having people come on to the app who are intending to look for a relationship and are willing to interact with people online. The best feeling is when we get somebody who sends us a letter or writes into our support team and tells us that they’re getting married because they met somebody on AYI. That would be the highest quality user, somebody who is looking for love and ends up finding it.
How important are installs to AYI?
They are everything! Without installs we really wouldn’t have much of a business. When the company first started, we were only on desktop as a Facebook app so mobile installs weren’t a KPI, but over the years we’ve transitioned to a place where the majority of our new users come through mobile and I think that’s the standard now with companies that have both mobile apps, mobile sites, and desktop sites. Installs are key!
How do you convert installs to active users?
We’ve developed a strategy around creating content that tells people exactly what they’re going to get when they come to AYI. That way, when they click on the ad and they come to our app, they’re people who know what they want to do. They know what the app is about and they’re more likely to become premium and be engaged on the site.
What are some of the challenges that you’ve encountered in mobile user acquisition?
A lot of the time, you want to create an ad that’s beautiful. You write something up and you think it’s perfect, but what’s perfect in your mind and what’s perfect for your end user aren’t the same. The challenge is figuring out which campaigns speak to your customer exactly how they want to be spoken to, and get them to download your app and engage with it. That’s the hardest thing – finding out how your customers want to be spoken to, that’s really what our job is as marketers.
How much do analytics come into your job?
We’re very heavy into analytics. Everything you do in mobile, you have to back it with data. Everything we do is A/B tested, we track everything all the way through the funnel. We have mobile attribution partners that allow us to see from top to bottom, when we run a campaign, did these users come in and were they installing at cheaper rates than other campaigns? If they did do that, great. When they came to the site, were they sending out lots of engagement, or were they users that were coming in but didn’t really know what they were getting into? Then ultimately, we track them down to see if we got them at an ideal price, they came in, really engaged, and ultimately loved the site and became a premium user. That’s the ideal situation.
What’s the biggest mistake you’ve made in mobile marketing or user acquisition?
What you think is the absolute perfect targeting, isn’t necessarily the perfect targeting. We get so focused on this ability to target these people down to the most minuscule things. Sometimes you can get carried away with targeting and that’s definitely something I’ve been guilty of. Just thinking like, “I have this great idea! We’re going to target dog lovers and we’re going to hit them with dog ads and it’s going to work great,” but it doesn’t pan out and when you think about it, it’s because there’s no correlation between dogs and dating. Sometimes you have to take a step back and say maybe being too niche isn’t right.
Is there any advice that you would give to new mobile marketers?
I think that a lot of new marketers in this space become so obsessed with reducing CPIs. What’s really important is the cost of the engagements you want to see. Tailor your messaging to drive those results, whether they’re subscriptions or another paid event, because at the end of the day, those are the actions you want to compare to your ad spend.
What do you see as the next big thing in mobile marketing?
The evolution of the type of content that you can use with mobile marketing. I know Facebook recently opened up video ads for mobile installs, which we’re very excited to start doing at AYI. In general, we’re seeing cool things now with 3D videos, higher quality animated GIFs, lots of mediums where you can create content that can really engage a user in a way that you couldn’t have before. I think users are becoming numb to the type of creative that we currently have. The people who can come up with that next round of creative and what’s really going to stand out to end user, those are the people who are going to win the marketing competition.