Trending App Growth Tactics You Should Know

4 snips

Jun 28, 2025

Tigran Mkrtchyan, Head of Digital Marketing at CoinStat, shares his innovative app marketing strategies that blend behavioral psychology with animated paywalls. He discusses how to revolutionize paywall optimization, boosting engagement and revenue. Tigran explores the emotional aspects of consumer decision-making and shares creative case studies, including seasonal campaigns that leverage cultural references. His unique approach to situational marketing highlights the importance of timely strategies and user-generated content in driving app growth.

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ANECDOTE

Animated Paywall Boosts Conversions

Tigran created an engaging animated paywall featuring Pepe the Frog and champagne for Black Friday in the CoinStat app.
This surprising animation led to nearly 3 times higher conversion versus traditional paywalls.

INSIGHT

Emotion Drives Purchase Decisions

Emotions lead purchase decisions before logic rationalizes them, a principle upheld from 1940s advertising to modern neuroscience.
Tigran's animated paywalls harness emotional triggers like memes to significantly increase conversions.

ANECDOTE

Situational Marketing Creates Buzz

CoinStats swapped Bitcoin's logo with SEC chairman Gary Gensler's face amid news of Bitcoin ETF approval.
This situational marketing stunt generated viral user content, a spike in branded searches, and a crash from overwhelming app traffic.

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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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