Business of Apps Podcast

One of the most important metrics for a mobile app is its conversion rate. It tells you how many people that use the app for free become your paying customers. It’s about how profitable and sustainable your app is. Now, if you are one of the die-hard Pink Floyd fans, you gotta love their song The Wall. If you are an app marketer, your wall is the paywall :-) Among many tools that you may use to increase the number of people who become your paying customers, once they hit the paywall, are cognitive biases. You may heard of them if you have a peripheral interest in psychology. Today, Max will tell you about using cognitive biases to significantly increase your app’s conversion rate. Today’s topics include: * Max Amelang's bio * About PreMatch * Ethical boundaries in cognitive biases * The most underrated cognitive biases * High-impact experiments with paywalls * Android or iOS? * Leaving his  smartphone at home, what features would Max miss most? * What features he would like to see added to his smartphone? Links and Resources: * * Max Amelang on LinkedIn [https://www.linkedin.com/in/max-amelang/] * Prematch website [https://www.prematchapp.de/] * Business Of Apps - connecting the app industry [https://www.businessofapps.com/] Quotes from Max Amelang "Yeah, it's absolutely a valid question because especially in the beginning, it's extremely tempting to see all of these tools you can use to somehow increase this conversion rate by margin or by another percent and so on. But then I also quickly realized not only as a product manager, but also as a user, how would I feel if I stumble across this? " "Obviously I know the tricks, so maybe I need to be a bit harder in order to define if something is good or not so good anymore. And I then came up with like, how would my parents behave on this paywall? Because parents just as a symbol for an older generation that are not as native with mobile apps. And I always am fascinated when I see how my dad navigates his app and when I realize, why did he just click on this button because it's blinking quicker? And I realized, okay, this is how easily he's influenced. So as a very soft first test, I'm thinking about, okay, how would my dad would behave on this paywall? Would he buy just because of the cognitive biases or would he still be able to make his own decision?" Host Business Of Apps [https://www.businessofapps.com/] - connecting the app industry since 2012

Ok, here is the thing. Most apps are still built on rigid, one-size-fits-all user flows. They rely heavily on historic behavior - what a user clicked on last week or which segment they’re in. But user needs change moment to moment. And when apps fail to adapt, users just leave. The next evolution isn’t about personalizing based on identity - it’s about adapting based on intent. And that intent can only be accurately understood in context. In this episode, we’re going to talk about the Context Platform by ContextSDK [https://contextsdk.com?utm_source=site&utm_medium=podcast&utm_campaign=contextSDK-podcast-episode&utm_content=ep231] that enables apps to detect real-world context in real time - whether a user is walking, relaxing, commuting, charging their phone, or simply on the move - and then infer their intent. Using a combination of on-device machine learning and server-side intelligence, the platform helps apps deliver the right experience or message at the right moment. This isn’t just a UX upgrade - it is a fundamentally better way to retain users and drive revenue, while respecting privacy and improving performance. Today’s Topics Include: * Dieter Rappold's' bio * About ContextSDK * Switching focus from app users' behavior to their intent * How Context Platform helps LiveOps maximize their efforts * Example of how detecting user context in real-time improves the app experience * How context-aware delivery fix the issue with intrusive push notifications * Achieving personalization without relying on personal data or permissions * What it takes to implement Context Platform into the app Links and Resources: * Dieter Rappold on LinkedIn [https://www.linkedin.com/in/dieterrappold/] * ContextSDK website [https://contextsdk.com?utm_source=site&utm_medium=podcast&utm_campaign=contextSDK-podcast-episode&utm_content=ep231] * Maximizing app engagement through content-aware solutions [https://www.businessofapps.com/unlock-revenue-with-smarter-timing/?utm_source=site&utm_medium=podcast&utm_campaign=contextSDK-podcast-episode&utm_content=ep231] * Business Of Apps - connecting the app industry [https://www.businessofapps.com/] Quotes from Dieter Rappold "It’s great to know a lot about past behavior, but past behavior is looking into the past. Intent is happening in the moment and is looking forward" "We collect enough data points on patterns of movement and behavior and analyze them with the smartest machine learning models out there. That allows us to infer intent—and that’s something extremely powerful when shaping app experiences," Host Business Of Apps [https://www.businessofapps.com/] - connecting the app industry since 2012

I think by now you’ve noticed that the last few episodes weren’t regular ones, on those we featured our discussion panels from App Promotion Summit Berlin 2024. Why? Well, the physical space in the venue in Berlin was obviously limited and it’s not like you can fly to Berlin to visit the summit on a whim - time and money aren’t always there when you need them, right? But we don’t want you to miss an opportunity to listen to these discussions and learn from it. So here comes the next panel - “Beyond downloads: app engagement strategies" It was hosted by Keziah Husselbee [https://www.linkedin.com/in/keziah-husselbee-8b5aaa174/], Product Marketing Specialist at Adobe [https://www.linkedin.com/company/adobe/]. It was a pleasure to have on the panel people from: * Jelena Zbijowski [https://www.linkedin.com/in/jelena-zbijowski-9978901a/], Head of CRM & Product Marketing at Blinkist [https://www.blinkist.com/en/content/business] * Roma Rey [https://www.linkedin.com/in/roma-rey/], Head of CRM at ParshipMeet Group [https://www.linkedin.com/company/parshipmeet/] * Robert Vaternam [https://www.linkedin.com/in/robert-vaternam-51146818b/], Senior CRM Manager at Freeletics [https://www.linkedin.com/company/freeletics/] * Jon Genovard [https://www.linkedin.com/in/genovard/], Senior CRM Manager at ShareTheMeal [https://sharethemeal.org/en-us]

Good news - the winter is finally over, and I’m sure you’ve missed the warmth just as much as I have. Today, I’m thrilled to share with you another special episode featuring one of the discussion panels we hosted last December during the App Promotion Summit Berlin [https://apppromotionsummit.com/berlin/]. This panel covers a wide range of topics, including user acquisition strategies, incrementality and ROI measurement, retargeting and re-engagement strategies, and more. The panel was hosted by Bob Hollanders [https://www.linkedin.com/in/bob-hollanders-a3b82627/], Head of Sales & Account Management, EMEA & US at Appier [https://www.appier.com/en/]. We were fortunate to have on the panel: * Victoria Chang [https://www.linkedin.com/in/victoriachang1991/], Performance Marketing Lead at Wooga [https://www.wooga.com/] * Pascal Priso [https://www.linkedin.com/in/pascal-priso-1753a460/], Performance Marketing Manager at Babbel [https://www.babbel.com/] * Karst Kortekaas [https://www.linkedin.com/in/karstkortekaas/], Director, App Solutions, EMEA at Appier [https://www.appier.com/en/] * Cansu Bengü Ağaoğlu [https://www.linkedin.com/in/cansuagaoglu/], Head of Sales (Central Europe) at Adjust [https://www.adjust.com/]

Another week - another bonus episode for you. There is no other way to put it - data is the fuel that powers current economy. When we look at the mobile industry, we see that it is the absolutely essential part of the picture. You know it so well - acquiring app users was never easy but these days it is a real challenge. To win the game, you need to work out a data-driven strategy to acquire users for your app. On this episode, we feature “Data-driven strategies for UA” panel discussion we hosted during App Promotion Summit Berlin [https://apppromotionsummit.com/berlin/] last December. The topics covered on the panel included user acquisition strategies, incrementality testing and attribution, branding and consistency, creative strategies for UA, creative fatigue, fake ads and transparency, playable ads, future plans for 2025, and more. This panel of experts includes: * Ece Stepien [https://www.linkedin.com/in/eceinanc/], Regional Director Western Europe & MENAT at AppsFlyer [https://www.appsflyer.com/] * Jessica Gotti [https://www.linkedin.com/in/jessicagotti/], Head of Performance Marketing at Paired [https://www.paired.com/] * Matej Jurcak [https://www.linkedin.com/in/matejjurcak/], ASO & Growth Partnerships at Pixel Federation [https://portal.pixelfederation.com/en/about] * Marta Fogel [https://www.linkedin.com/in/marta-ewa-fogel/], Head of Marketing at NeuroNation [https://www.neuronation.com/] * Misha Osintcev, Growth Director at Kolibri Games [https://www.kolibrigames.com/] All right, without any further ado…let’s go.