#165: The psychology of app user acquisition with Joe Schaeppi, CEO & Co-Founder at Solsten

App User Acquisition. Gosh, this topic has been covered so heavily precisely because only via acquiring new users for the app does it becomes possible to build a sustainable app business.

Fine.

So we’re talking about acquiring new users, and new people to use the app, right? But what happens when app marketers dive deep into their app marketing strategy, their investors’ expectations, and a ton of possible issues that may show up on the way to success? Right - they begin to think about people who will be using their app as numbers.

To be honest, it’s hard to blame them for doing that, it’s how our brain works - when it comes to planning it should be a rational cold mind to analyze the data. It is not prone to think about users who will be using the app as people, they become numbers.

But this is not to say that we shouldn’t resist this swap of notions and Joe will tell us today what exactly you should do.

Today’s Topics Include:

• Joe Schaeppi's background
• What is Solsten
• The role of psychology in app user acquisition
• How to build an app user profile using psychology
• The Impact of psychology on ad creative creation
• How psychology can help with a mobile app user churn
• Takeaways
• What Joe would like to change about the programmatic tech sector the most
• Android or iOS?
• Joe’s first mobile phone
• Leaving his smartphone at home, what features would Joe miss most?
• What features he would like to see added to his smartphone?

Links and Resources:

• Joe Schaeppi on LinkedIn
• Solsten company
• Business Of Apps - connecting the app industry

Quotes from Joe Schaeppi:

“One of the things we noticed that changed in the app industry after IDFA deprecation is we saw a big shift in our customer base. We saw pure UA folks getting replaced with agency people, people that came more from creative backgrounds."

“I looked at the audience, I looked at the highest LTV group there and then I looked at their highest-scoring trades. A lot of times when we design the psychology we want to think of the things that really stand out of our audience. So in this case, the specific group was off-the-charts in altruism."

"One day in the distant future marketing will be a gentle tap on the shoulder from a very good friend"

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