Business of Apps Podcast

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

Aug 14, 2023

Andrew Tsui, former Director of Product at K Health, discusses the success of web-to-app marketing in raising awareness and driving new user growth. He shares insights on user entry points, delivering value on web and app, and prioritizing account creation. Andrew reflects on his product management career and smartphone preferences. The podcast also explores the challenges and advantages of a universal messaging system.

28:04

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Episode guests

Andrew Tsui

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Quick takeaways

Web to app marketing is a powerful technique that can drive strong user growth and raise awareness for your app by focusing on natural user entry points and delivering value on both web and app platforms.

Product management is a journey of continuous learning and improvement, where speed is crucial in reaching product-market fit and gaining insights quickly, while embracing speed and continuous learning is essential for success in product management.

Deep dives

Web to App Marketing: Strategies for User Acquisition

Web to app marketing is a powerful technique that can drive strong user growth and raise awareness for your app. To make it effective, it's important to focus on natural user entry points and deliver value on both web and app platforms. Prioritizing account creation and attribution technology is essential, as it helps build trust and measure ROI. Additionally, obsessing over the analytics stack ensures that you have visibility into your marketing efforts. Marketers should consider the user journey and invest in channels where users naturally start, create valuable content to engage prospects, justify the value of creating an account, and treat the code that handles user acquisition as critical infrastructure.

Introduction

3min

Web-to-App Marketing Strategies and User Acquisition for K Health

18min

Reflecting on a Career in Product Management and Future Ambitions

2min

Smartphone Preferences and Missing Features

4min

Exploring the Challenges and Advantages of a Common Messaging Protocol

2min

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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Business of Apps Podcast

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

Episode guests

Podcast summary created with Snipd AI

Quick takeaways

Deep dives

Web to App Marketing: Strategies for User Acquisition

The Power of Speed and Learning from Mistakes in Product Management

The Future of Mobile Marketing and Connectivity

Remember Everything You Learn from Podcasts