Headline:
📱 “From Organic Installs to a Paid Acquisition Machine”
Overview:
Before I got my hands on it, the eFax mobile app was flying blind on organic installs alone. My mission: build a paid acquisition system that hit CPA goals without driving a flood of free signups that tank Lifetime Value (LTV). Easy? Not exactly.
What I Did:
- 🛠 Built a Paid Funnel: Wrote user stories for engineering to create an alternate signup flow triggered only by paid traffic.
- 👋 Custom Welcome Screen: Designed a paid-user path that steered traffic into revenue-generating accounts.
- 🔗 Cross-Team Integration: Worked engineering, product, and marketing to wire everything into Google Analytics, AdWords, Apple Search Ads and backend systems.
- 🎯 Campaign Launch: Rolled out Google AdWords, and Apple Search Ads campaigns and researched high-volume, high-LTV keywords.
- 📊 Tracking for Growth: Set up systems to measure short-term CPA and long-term LTV.
Results:
- Consistent gross adds within target CPA
- Established a sustainable paid acquisition channel across Android and iOS
- Enabled analysts to pinpoint campaigns with the highest LTV users
- Created a repeatable system still powering signups after my transition out of J2
Encore:
This wasn’t just a media buy. It was engineering a growth engine and turning eFax from an organic-only app into a predictable signup machine.