Trending App Growth Tactics You Should Know

Jun 28, 2025

In this engaging discussion, Tigran Mkrtchyan, Head of Digital Marketing at CoinStat, reveals groundbreaking app marketing tactics. He emphasizes the power of animated paywalls, showcasing how they can drastically improve user conversion rates. Tigran also introduces the concept of 'situational marketing,' illustrating how emotional connections can enhance consumer decisions. He dives into strategies for rethinking paywalls using behavioral psychology and shares successful case studies that demonstrate the impact of well-timed, thematic campaigns.

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ANECDOTE

Pepe the Frog Boosted Conversion

CoinStat used an animation featuring Pepe the Frog and champagne to boost conversion on their paywall.
This creative animation achieved nearly three times higher conversion rates than a standard paywall alone.

INSIGHT

Emotion Drives Decisions

Emotional engagement leads users' decisions before logic kicks in.
Marketing paywalls optimized with emotional triggers outperform standard approaches.

ADVICE

Blend Marketing with Growth Tactics

Combine essential marketing knowledge with technical app growth tactics for better results.
Leverage your audience's culture and preferences when creating marketing strategies.

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This week, we’re sharing crazy, trending, and situational app marketing strategies that every modern app marketer should know to grow users and revenue. One standout strategy is paywall animation — and got plenty more to share with you.

We are joined by Tigran Mkrtchyan, Head of Digital Marketing at CoinStat, one of the top crypto portfolio apps with millions of users. Tigran is known for launching trend-setting campaigns that blend behavioral psychology, animated paywalls, and a concept he calls "situational marketing."

Today, he’s unpacking the exact growth tactics he shared at MAU Vegas and APS Berlin—including how to 10x your revenue by simply rethinking your paywall and positioning.

Tigran will also share his exact reimagined paywall framework, how he blends behavioral psychology with paywall animation, and his signature "situational marketing" playbook that helped 10x user revenue. Whether you're optimizing your first paywall or scaling an app across multiple funnels, channels, and platforms, this is the growth strategy episode you don’t want to miss.

Learn more:

https://www.businessofapps.com/insights/paywall-optimization-reimagined/

https://youtu.be/e1GlHAlod4Q?si=rPPQ-dptsfRi7LZH

You’ll Learn:

✅ How to rethink paywall optimization with emotion, animation & psychology

✅ Real paywall examples that boosted revenue and went viral

✅ What “situational marketing” actually means—and how to apply it

✅ Marketing fundamentals most app marketers are missing today

Connect with Tigran:

https://tigranmk.substack.com/

https://www.linkedin.com/in/mkrtchyantigran/

https://t.me/mk_tigran

Work with us: https://www.appmasters.com

Indie App Santa: https://www.indieappsanta.com

Get training, coaching, and community: ⁠https://appmastersacademy.com/

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