CleverTap met the Leaf Music team at TechCrunch Disrupt London, and we were delighted to interview Leaf’s VP of Marketing Johnny Hudson at WeWork Moorgate. Leaf Music is an app that allows users to access music for free, targeting the post-millennial generation who have grown up with the ability to access music for free.
The company is in full on growth mode, with hundreds of thousands of active users. Since it’s September V1 launch, Leaf’s user base has grown 60-70% month over month. The company is using social media as it’s main acquisition strategy, including Facebook, Instagram, YouTube and Twitter, and has driven CPI’s down to $0.02-$0.03 using multi-variant testing and optimization, and targeted user segmentation.
Post-acquisition the company has a strong focus on retention rates, particularly on day 1. Due to their young audience and short attention spans, Hudson and his team recognize they need to keep their users engaged and retained right away and therefore maintain a heavy product focus. The Leaf team also looks at specific user activities as an indicator of retention, such as how quickly users create playlists post download, which has a strong correlation to higher monthly retention metrics.
Leaf Music went through the Newcastle Ignite program and is based in the thriving London tech scene. Watch Kara Dake, Product Evangelist for CleverTap, informative interview with Johnny Hudson and learn how Leaf Music is driving mobile engagement and retention for their app.