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This is an interesting stat, nearly 30 percent of their entire userbase (roughly 30 million) have come from or been referred from their mobile app, specifically their iphone app.
In real money terms this (bearing in mind that roughly 4% of their users pay about $7 a month for the service) is a cash influx of almost $40 million. In just 6 months!
Now, how did they do it?
They used their web momentum, in my opinion.
They leverage their postive growth online and funnelled that into the app store, leading to downloads, which increased their position, leading to more downloads. And they got more reviews of a positive nature. Further increasin their position in the app store, leading to more growth.
This all added up to to create a tornado of positive growth that lead to this impressive result.
How can i leverage this for my business, it isn’t that big?
This is probably what you’re thinking right now. It’s definitely something that requires momentum happening somewhere for your business to work. But i’d argue that the size of your momentum ‘tornado’ – to coin a term, does not really matter. Because once you get the ball rolling, with a high quality product (probably the most important part, i haven’t got in depth on), it just keeps rolling. So even if you only have, say 100 people visiting your site, everyday. If your product is of a very high quality and people love it. Those people will add to your momentum if you release an app. With both reviews and downloads, which will lead to even more downloads.
Doing this is not so hard either, with things like our custom iphone app templates and a bunch of other great resources online. getting your app into the app store is a relatively stress free thing.
The key lesson here is knowing how to leverage momentum. Probably the most important entrepreneurial trait. As shown above, if you can do it well. The payoffs are quite amazing.