Test Horizontally And Vertically For Growth

On the podcast, I talk with Alper about the competitive advantage of ignoring (some) best practices, the risk of drawing false conclusions when researching competitor ads, and why poor metrics are just facts until proven problematic.

Top Takeaways:

📊 Challenge Best Practices
 Test what works for your app and market, even if it goes against common advice. Adapt best practices to your data and current stage.

💡 Facts vs. Problems
 Low trial conversions aren’t always a problem—sometimes they’re just a fact of your setup. Only treat them as a problem after you’ve tested and ruled out other factors.

🎯 Quality Over Quantity in Creative Testing
 It’s not about testing hundreds of creatives—it’s about testing fewer, but with stronger hypotheses. Focus on creative iterations that drive high success rates, not just metrics.

⚖️ Strategic Control of Spend
 Set guardrails and adjust bids based on performance. Test spend limits, but always maintain control over your budget and its allocation.

💬 Be Inspired
 Learn from competitors, but don’t mimic their exact strategies. Customize based on your own data and target audience.

🔍 Instrument Your Data Right
Accurate data is key. Whether it’s MMP, in-app analytics, or creative performance, ensure you interpret results accurately to drive better decisions and scale effectively.

About Alper Taner:

🚀 Head of Performance Marketing at a stealth-mode app studio.

📱 With over 10 years in mobile growth, Alper drives user acquisition and marketing tech strategies, managing 8-figure budgets. He’s known for challenging conventional marketing practices and leveraging data to fuel growth.

👋 LinkedIn

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• David Barnard - @drbarnard
• Jacob Eiting - @jeiting
• RevenueCat - @RevenueCat
• SubClub - @SubClubHQ

Episode Highlights: 

[0:00] Introduction to Alper Taner and his mobile growth expertise

[1:39] Why challenging best practices and testing your own data is crucial

[5:04] Poor metrics are facts, not problems

[8:10] Creative testing: Focus on quality and strong hypotheses, not just quantity

[12:00] Set spend guardrails and control budget allocation for better results

[15:30] Learn from competitors, but don’t copy their strategies blindly

[19:10] Accurate data is key: instrument it right for smarter decisions

[22:18] Small event mapping changes can lead to significant performance boosts

[27:00] Don’t shy away from unconventional strategies

[32:45] Iteration is key for creative optimization

[37:20] Manage budget thresholds in creative testing to avoid overspending

[41:00] Understand platform algorithms and guide them to work for you

[46:00] Use guardrails and budget caps to control spend while optimizing performance

[49:50] Balance risk and experimentation with data-backed decision-making

[54:05] Retention and user behavior drive long-term growth

[58:00] Key lessons from creative testing: Adjust based on results

[1:00:30] Mixing creativity with data is the key to optimized user acquisition