Growth Processes, Frameworks and Automation Tools in Apalon.

Hello! Where I work:

Apalon Apps
Who am I:
https://www.apalon.com/
10+ years developing mobile
apps
50+ active products in
portfolio
600M+ installs worldwide
Gleb Tkatchouk, 40M+ MAU
Product & Growth Manager @ Apalon Apps 1,5M+ Active Subscribers
https://www.linkedin.com/in/glebr2d2/
http://t.me/glebr2d2
"Growth" is a shorthand term for the cycle of
acquisition, activation, retention, and reactivation of
users or customers.
 Marketing Product Manager
"Growth" is a shorthand term for the cycle of acquisition, activation, retention, and
reactivation of users or customers.
Toolbox

Full-funnel User Segmentation

A\B Testing Tool Remote Configs
Dashboard Tool

In-House Platforms
In-House Platforms
Growth Management

Growth Team has been created to analyze and

identify tools, solutions and strategies that help to
increase our apps profitability and overall
performance.
While Product Managers should focus first on
enhancing user experience and might be limited in
time on ideas for A/B test to increase our
conversions, Growth Team is aimed at finding and
sharing insights on how to improve purchase
funnels.
Including, but not limited to:

● Increasing tCVR, pCVR, t2pCVR

● Decreasing churn points: Cancellation Rate,
Refund Rate, etc.

It’s a high-tempo process, where teams test idea

after idea in an ongoing loop.
Growth Goals

1. Increasing tests velocity and best practices implementations.

2. Everyone has enough data for decision making
3. Everyone looks at the same data
4. Focusing on relevant indicators across the funnel.
5. Ideation & Knowledge Sharing:
● In-House Hypothesis CRM
● Weekly Digest of best and worst performing tests
Goal 2: Everyone has enough data for decision making

Acquisition

Activation

Retention

Referral

LTV↑
Revenue
Goal 3: Everyone looks at the same data

Acquisition # of Installs

Activation # of Trials

Retention # of Converted from Trial to

Premium

Referral ???

Revenue # of Keeps premium after Trial

❤BFF
Goal 4: Focusing on relevant indicators across the funnel.

Installs iCVR, CPT, CPM, CPI, LTV

Trials d0 tCVR, pCVR

Converted to User Retention, d8 tCVR, t2pCVR

Premium

Keeps premium Keep premium after D1

after Trial

❤BFF Lifetime, # of Billing Periods

Goal 4: Focusing on relevant indicators across the funnel.

Install

Trials Didn’t Subscribe on Start

Cancelled trial within first hour after accepting

Converted to
Premium
Canceled trial before the end of it
Keeps premium
after Trial Canceled Premium OR Requested a Refund

❤BFF ???
Goal 5: Ideation = Knowledge Sharing

Competitors Data-driven
Analysis Inspiration ???
Experiments
Goal 5: Ideation = Knowledge Sharing

Competitors Data-driven
Analysis Inspiration
Experiments ???
Goal 5: Ideation = Knowledge Sharing

Competitors Data-driven
Analysis Inspiration
Experiments ??? Insights from
next room
Results (±%)

1. Systematic predictable growth of key indicators

2. Faster response to external changes affecting all applications.
3. An open Ideation & Knowledge Sharing allows you to quickly scale the best ideas on all
our applications.
Thank you!

https://www.apalon.com/

BTW, we are hiring!