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Mobile Growth Series How to Increase App Engagement
and User Retention
May 12th, 2016 11am PST- 2pm EST
PanelIntroduc.on
Moderator:ArkadyFridman• GaryYen.n,CEOforAppPromo• PaulBrody,ChiefProductOfficerforCleverTap• ShawneeSwarengin,VPContentMarke.ngCleverTap
MobileAppMarketplace
Today’sappeconomyisultracompe..ve.Currently,thereareover800MM*userstarra,ngs,andover30MMmobileapplica,onsworldwideintheiOSandGooglePlayAppStores
MobileAppDiscovery
GeMngyourappdiscoveredanddownloadedisevenharder.Over80%ofappsdownloadedareonlyusedonce!Keepingpeoplecomingbacktoyourappisthekeytoyourbusinesssuccessanddrivingreten.onforyourapp.
MobileEngagement
Whatbestprac.cesand.psdoyourecommendforbuildingasuccessfulmobileapp?
SixKeyDevelopmentTipsFueled
HowtoBuildaSuccessfulApp
1. Haveaclearvisionofyourproduct2. Iden.fyaqualifieddevelopertobuildyourapp3. A/BTestyourapppriortolaunch4. Betalaunchyourappfirstinafewtestcountries5. Usesocialmediatodriveengagementforyourapp6. Trackuserdataandcon.nuetotweakmobileappover.me
MobileEngagementFacts
Only25%ofdigitalbusinessprofessionalsfeeltheyupdatetheirappsfrequentlyenoughtokeepupwithuserexpecta.ons.Opera,ngsystem(OS)anddeviceupgradesbreakappsifthey’renotupdated.ForresterFeb2016
1. Immediatedissa.sfac.on2. Doesn’tlikethesoundordesign3. Sluggishperformanceandbugs4. Doesn’tprovideenoughengagement5. Apptakesuptoomuchspace6. Toomanypushno.fica.ons7. Notintui.veorpersonalized
SevenKeyFactors
WhyDoUsersUninstallApps
Q&AMobileEngagement
HowshouldMarketersandDevelopersdefinesuccessmetricsforpromo.ngtheirapp?
1. HowmanyinstallshaveIgenerated?2. Howmuchhavethesedownloadscost?3. Howviralismymobileapp?4. Howmanypurchaseshaveusersmade?5. Whatismyuserreten.onrate?6. Whatisthemostpopularfeaturesinmyapp?7. Whatismychurnrate?
SevenKeyQues.ons
HowtoDefineSuccessMetrics
Q&AMobileEngagement
WhatstrategiesshouldaMarketerandDeveloperusetotrackmobileengagementfortheirapps?
1. Trackeventbasedinterac.ons2. Chooseyourengagementchannel3. AskforoptinforPushNo.fica.ons4. Createmobilemomentstopersonalizetheuser’sexperience5. Makesocialsharingeasytouse6. Userewardstobuildbrandloyalty7. MonitorAppStorereviewsandcommunicatewithyourusers
SixKeyFactors
HowtoDriveEngagement
MobileEngagementFacts
MoreiOSusersreceivepushno.fica.ons,butmoreAndroidusersopenthem.89%ofiOSappusersreceivepushno.fica.ons,whileonly83%ofAndroidappusersdo.Theaverageopenrateis60%and40%CTR.ForresterReport:Feb2016
Q&AMobileEngagement
Whatbestprac.cesdoyourecommendforpushno.fica.ons?
1. Offerrealvalue,everysingle.me2. Knowyourtargetaudience3. Allowyourcustomertheabilitytosetpreferences4. Respectthepowerofreal-.meno.fica.ons5. Offereasyoptinandoptoutfeatures6. Don’tovercommunicate7. Personalizeyourmessagewithmobilemoments
SevenKeyFactorsFueled
BestPrac.cesforPushNo.fica.ons
BROADCAST SEGMENTATION
PERSONALIZED BASIC CONTEXTUAL
Broad Reach Targeted Reach Situation Self Triggered
2-5% conversion rates
5-12% conversion rates
19-24% conversion rates
> 25% conversion rates
“Check out our Sunday sale. Use coupon USD40 for 40% off”
“Check out our Ladies special Sale this Sunday. Use USD40 for
and additional 40% off
“We noticed you were checking out our Sarees collection. Get an
Additional 40% off this Sunday with coupon code USD40”
“Hey! Geeta!! The Pink Saree in your shopping cart would be perfect for the wedding season. Click this message to get an additional 40%
off”
TIP:ChooseYourEngagementStrategy
MobileEngagementFacts
Consumerswantsimplicity...Consumersarebeginningtoconsolidatetheirmobilemomentsintoahandfulofmobileappsandplaformstoaccomplishtasksmoreeasily.Theywanttogetin,getsomethingdone,andgetout.ForresterAug2016
Q&AMobileEngagement
HowshouldMarketersandDevelopersiden.fymobilemomentsintheirapptoincreaseengagementandreten.on?
Airline example based on user time
TIP:ServeCustomersintheirMobileMoments
Flight -2 hours -2 days +2 hours +2 days
• Change Reservation • Reserve Seat • View Reservations
• Check Date • Departure Time • Lounge Access • Upgrade
• Ground Transportation
• Lost luggage • Navigation
• Customer Service • Mileage Status • Reward Travel • Upcoming Reservations
• Arrival Time • Food Order • Movies • WiFi
Q&AMobileEngagement
Whatmobileengagement.psdoyourecommendforMarketersandDevelopers?
Acquisition (Top of Funnel)
• # of Downloads • Attribution – from where
TopMetricsEveryoneShouldTrack
Activations • Are users Launching the app after Install? • % of Downloads that App Launched
Retention • Are users coming back? • Ex: Day 1, 3, 7 after 1st Launch
Engagement • Are users performing key activities? How frequently?
– App Launch ! View Item ! Exit – AL ! Search ! View Items (5x) ! Purchase
*Time spent not necessarily important
Uninstalls
• Are users keeping my app? • 3 of 4 apps uninstalled after 1st Launch
TopMetricsEveryoneShouldTrack
Drop Offs • Are users completing key activities
Reachability • Can I contact my users? By what channel?
MobileEngagementFacts
Forty-onepercentofadultsmartphoneowners(ages16+)firstlearnaboutanappbyspeakingtofriendsandfamily,and16%ofthemlearnedofanewappviasocialnetworkingwebsitessuchasFacebook.ForresterApril2015
Q&AMobileEngagement
HowimportantissocialmediaforMarketersandDeveloperstodrivedownloadsoftheirmobileapp?
SocialMediaEngagement
Promo.ngyourappacrosssocialchannelsisessen.altogaintrac.onandtodrivedownloadsofyourapp.Facebookistheobviousfirstpickforanyappanddefinedtarge.ngiscri.caltoanysuccessfuladver.singcampaign.
Flyrobeisafashionrentalservice,yourOn-DemandWardrobeforeveryoccasion;frombrunchestoofficiallunches,fromclubnightstoweddings.
ChallengeDecreaseCPTonFBadsandincreasesellthroughSolu,onUsingCTsegmenta.on,theytargetedusersbyshoppinghabits–mostengagementcustomers,addedtocart,uninstalledappandtheywereabletousethisinforma.ontodecreasecostofFacebookAdver.sing
WithCleverTap,theirCostPerTransac.onforRetarge.ngcampaignswasreducedby10X.
10XCostpertransac.on
CaseStudy
Q&AMobileEngagement
10minuteQ&Afromanendees