Tag: customer ltv


Julia Wu is a Senior Digital Marketing Manager at American Well. Learn more from her Mobile Hero profile.


During my career in mobile user acquisition I have come to notice that the relationship between the product and marketing teams can often feel antagonistic, and transactional at best. Oftentimes our user acquisition team would work with the product team off a prioritization framework and have bi-weekly check-ins, but not much more. Over the past few years I had the opportunity to work with some awesome product managers and develop meaningful, collaborative relationships that not only helped with UA, but also overall company growth.

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Apartment List is a platform that connects renters with apartment listings through an online marketplace all across the US. Users can access the platform via web or app.

The majority of Apartment List users initially register on the website. They quickly realize the value of the Apartment List app and proceed to download it. Interestingly, the LTV of our app users is much higher than our web users, so naturally we want to convert our web users into app users.

But here is where we encountered a problem. The user flow was not optimal. After registering on the web and then downloading the mobile app, users had to re-login to the app via their phone. We quickly learned that this presented a barrier for our users. (more…)

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