How I'd grow Replica

March 25, 2020

Replica is an app for iPhone and iPad that allows you to duplicate your screen on a TV using Chromecast.

In fact, currently you can’t screen-mirror your iOS device on your TV through Chromecast. You can do it only if you have an Android phone.

As soon as I opened the website, I got assaulted by a popup asking me to sign up to get updates on the product.

What product? I don’t know because I haven’t browsed yet. This needs to go away. Use an exit intent popup instead.

I have an iPhone and my first thought seeing the homepage was: “I don’t care. Why should I do that?”

This is because they talk about features - not benefits. I (and probably many others) couldn’t see what was in it for me, and left the website.

In reality, there are a lot of benefits to this app. For example, many are working out at home right now, so they download an app and follow the coach.

It would be more comfortable to watch the sessions on a big screen using Replica! That’s a benefit people would pay for.

Replica need to change their positioning. First, brainstorm common use case scenarios by talking to their users.

Then, create multiple landing pages with benefits for each persona. For example, the fitness landing page could state: “Make your home workout more comfortable”.

The traffic generation strategy must follow this approach. They need to drive targeted visitors to the relevant landing page, not casual visitors to the homepage.

Traffic isn’t easy or cheap, but they could maximize their conversion rate, and reduce their CAC.

I’d leverage community promotion. For example, a quick search reveals tons of questions about working out at home.

The founder could say that he noticed that training at home with a small phone screen wasn’t a great experience, so he created an app to solve it.

I’d then continue with influencers, especially YouTubers.

I’d contact fitness YouTubers with home training programs to hold one of their sessions using Replica with TV.

I’m sure this would be very effective, and a lot of their followers would follow their lead.

I’d also use paid ads with multiple FB and IG ads campaigns. One for each use case with interest-based targeting.

Each one of these conversion campaigns would drive traffic to the relevant landing pages created before (e.g. fitness campaign to the fitness landing page).

As soon as they get a decent number of customers, I’d start using lookalike audiences.

They allow you to leverage the power of the FB algorithm and find people similar to those who have already purchased. It’s one of the best ways to scale.

I’d focus on SEO. Right now, Google only indexed 3 of their pages. The website lacks content and they’re not targeting any keywords.

SEO is a long play. It may be difficult to rank immediately, but the sooner Replica starts, the better - especially for main commercial KWs.

I’d definitely try to hire translators and create multilingual landing pages with the goal to rank them in low competition markets.

Spanish, French, German… Most of their competitors are only targeting English. Yet the sum of all of those countries’ KW search volumes is huge!

I’d start by creating a single page in English around a KW like “screen mirror iPhone chromecast”, then translate it to 10 languages with the highest search volumes.

It's a low cost & high return strategy. With time and authority, they could drive a lot of targeted visitors.

Lastly, they should optimize for app stores as well. ASO helps app owners increase their app’s visibility for relevant searches.

A global strategy similar to the SEO one could drive additional downloads. Replica just has to translate the listing with appropriate KWs.

People searching for the KWs in the store have a high purchase intent. I’d try app search ads.

Just like Google Ads, you pay to appear in the results when someone searches for relevant keywords. It’s a good complement to ASO.

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