Business of Apps Podcast14 Elo 2023

#159: Web-to-app user acquisition war stories with Andrew Tsui, former Director of Product at K Health

A long-long time ago, 16 years ago to be precise, there was the world before Mobile - the time when if you wanted to read the news, watch movies, pay your bills, plan your next trip and so on you had to sit down at your desktop computer or grab a laptop to open a browser window to go to a website.

Then Steve Jobs stood on the stage at Macworld Expo in San Francisco to introduce the iPhone. The rest is history. These days, as a mobile marketer, you expect the bulk of traction for your business to take place on mobile. But that’s not entirely true - today Andrew will tell you how important are customers' journeys between web and mobile for user acquisition.

Today’s Topics Include:

Andrew Tsui's background
Marketing channels Andrew used to run ad campaigns
Applying web-to-app marketing to the K Health app
Lessons learned
What Andrew would like to change about the industry the most
Android or iOS?
Andrew's first mobile phone
Leaving his smartphone at home, what features would Andrew miss most?
What features Andrew would like to see added to his smartphone?

Links and Resources:

Quotes from Andrew Tsui:

“I'd say that it (web-to-app marketing) has worked quite well in raising the awareness of K Health and driving strong new user growth."

“It's a powerful technique that requires a few basic things - natural user entry points, delivering value on the web as well as in the app, prioritizing account creation and attribution tech, and obsessing over the analytics."

"Hindsight is always 20/20, and I suppose the easy answer is I just wish we had done the aspects of what we've talked about way earlier."

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