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A STUDY IN MOBILE GROWTH:
BECOMING YOUR CUSTOMERS’ RITUAL
MYLES KLEEGER, CRO, APPBOY PRESENTS: REAL LEARNINGS FROM APPBOY CUSTOMERS
M E S S AG E S / M O. E V E N T S / M O.
Founded in 2011
120+ employees and growing
Offices in NYC, SF and LONDON
M AU / M O.
500 +
APPBOY — THE LEADING CUSTOMER RELATIONSHIP SUITE FOR MOBILE-FIRST MARKETERS
M 2 +B 100 +B
TV
INTELLIGENT CRM FOR OUR MOBILE-CENTRIC WORLD
WEARABLES
PUSH NOTIFICATIONS
IN-APP/BROWSER MESSAGES
MOBILE/DESKTOP WEB
NEWS FEED CARDS
TV
EMAILS
WE EMPOWER BRANDS TO BUILD LONG-TERM RELATIONSHIPS WITH THEIR CUSTOMERS
SOURCE: FIKSU, DECEMBER 2015, ANDROID
$3.34COST PER INSTALL
LESS THAN 5% OF YOUR CUSTOMERS WILL RETURN AFTER 90 DAYS
SOURCE: APPBOY PROPRIETARY RESEARCH
RETENTION RATE BY DAY
RETE
NTIO
N RA
TE
0%
10%
20%
30%
40%
DAYS SINCE APP INSTALL
1 2 3 4 5 6 7 14 30 45 60 90
SOURCE: APPBOY ANALYSIS
$71EFFECTIVE COST PER ENGAGED CUSTOMER
APPBOY CLIENTS ENJOY ABOVE AVERAGE RETENTION RATES
SOURCE: APPBOY PROPRIETARY RESEARCH
RETENTION RATE BY DAY AND PLATFORM
RETE
NTIO
N RA
TE
0%
10%
20%
30%
40%
DAYS SINCE APP INSTALL1 2 3 4 5 6 7 14 30 45 60 90
AndroidiOS
35%UPLIFT VS. AVERAGE
20%UPLIFT VS. AVERAGE
HERE ARE FIVE SIMPLE BEST PRACTICES FOR MAXIMIZING YOUR RETENTION, ENGAGEMENT, AND MONETIZATION EFFORTS
FOR BEST-IN-CLASS MARKETING RESULTS, FOLLOW THE DATA: 30,000 CAMPAIGNS 10 BILLION MARKETING MESSAGES
01: ONBOARDING IS ESSENTIAL
FIRST IMPRESSIONS MATTER
MAKE SURE NEW USERS DISCOVER WHAT MAKES YOUR APP SPECIAL
PUSH NOTIFICATIONS ARE A MOBILE MARKETER’S BEST FRIEND
Apps that implement push see a
71% increase in two-month retention
SOURCE: APPBOY PROPRIETARY DATA: *PURCHASES, CUSTOM EVENTS, APP USAGE
Soundcloud
💥 Flume music is waiting for you on SoundCloud.
2m ago
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P U S H O P T- I N R AT E S ( I O S )
B2B + FINANCE
26%
RETAIL + COMMERCE
37%
UTILITY
40%
MEDIA + ENTERTAINMENT
46%
MEDICAL + HEALTH + FITNESS
54%
TRAVEL + TRANSPORTATION
50%
GAMING
32%
SOCIAL + MESSAGING
38%
FOOD + BEVERAGE
47%
EDUCATION
32%
IOS PUSH NOTIFICATION OPT-IN RATES ARE LOWER THAN YOU THINK.
SOURCE: APPBOY PROPRIETARY DATA
EXPLAIN WHY USERS SHOULD OPT-IN TO RECEIVE PUSH FROM YOUR APP
WELCOME PUSH NOTIFICATIONS NEW LOYALTY MEMBER NEWS FEED
EARN TRUST QUICKLY, AND CONTINUE TO DELIVER VALUE OVER TIME
02: LEVERAGE MULTIPLE CHANNELS
SYNCRONIZED MULTI-CHANNEL CAMPAIGNS SEE
2.2X LIFT INCONVERSIONS
SIMPLE CONTENT
RICH CONTENT
HIGH URGENCY
LOW URGENCY
P U S H E M A I L
I N - A P P / B R O W S E R
N OT I F I C AT I O N S
N E W S F E E D
DELIVERY HERO CONNECTS PUSH NOTIFICATIONS WITH IN-APP EXPERIENCES
PUSH MESSAGE WITH DEEPLINK IN-APP MESSAGE
PUSH GENERATES INITIAL AWARENESSNEWS FEED HIGHLIGHTS
OFFER IN-APPEMAIL WARNING OF THE
SALE’S FINAL DAY
URBAN OUTFITTERS INFORMS CUSTOMERS ABOUT LIMITED TIME ONLY SALES
PUSH NEWS FEED CARDSIN-APP EMAIL
WALLAPOP CREATES EXCITEMENT WITH EXCLUSIVE THEMED SALE EVENTS
03: GET CREATIVE WITH ENGAGEMENT EFFORTS
EMOJI USE HAS EXPLODED IN THE PAST YEAR
HAVE WE GONE TOO FAR? mail.com
/ USE TO SOFTEN TONE OF WRITTEN COPY
/ KEEP THINGS SNAPPY
/ AVOID HIDDEN MEANINGS
EMOJIS ARE BECOMING INCREASINGLY POPULAR, BUT THE EMOJIS MOST FREQUENTLY USED BY PEOPLE DIFFER FROM THOSE USED BY BRANDS
ADDING AN IMAGE TO YOUR MESSAGES RESULTS IN A 57% UPLIFT IN CONVERSIONS.
WHEN USING PERSONALIZATION, CONVERSION RATES ARE 3X HIGHER.
CREATE CONTEXTUAL RELEVANCE WITH REAL TIME DATA
GERMANY
COLOMBIA
KUWAIT
SoundcloudDJ Khaled’s newest song has received 10,455 listens in the past hour!
2m ago
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04: START EXPERIMENTING, ITERATE QUICKLY
CUSTOMERS WHO TEST, INCREASE THEIR CONVERSION RATES BY 40%
VARIANT 1 VARIANT 2 VARIANT 3
PROJECTED WINNER
URBAN OUTFITTERS TESTS COPY AND MESSAGING ON NEARLY EVERY CAMPAIGN
VARIANT A VARIANT B
PROJECTED WINNER
25%LIFT WITH
“VARIANT B”
68% OF CARTS ARE ABANDONED WITHOUT THE CUSTOMER COMPLETING A PURCHASE
Drive monetization with targeted
incentives and reminders.
SOURCE: ECONSULTANCY
DELIVERY HERO OPTIMIZES ABANDONED CART CAMPAIGNS FOR TIME BY MARKET
8-30MWINDOW OF TIME
20XUPLIFT IN AVG
CONVERSION RATES
05: BE YOUR CUSTOMERS’ RITUAL
S T R I C T LY O N F I D E N T I A /
3 6
PEOPLE ARE CREATURES OF HABIT. CONSISTENT ENGAGEMENT IS KEY TO A HEALTHY RELATIONSHIP.
R I C L 3 6
BRANDS WHO INVEST IN THE RELATIONSHIP SEE A 139% INCREASE IN RETENTION RATE
ALTERNATIVELY, FOR BRANDS WHO IGNORE THE RELATIONSHIP, RETENTION RATES DROP BY 66%
PICSART ENCOURAGES SOCIAL ACTIVITY WITH ITS “REMIX” FEATURE
NEWS FEED FOR LOYALTY PROGRAM PROGRESSION
FIND KEY MOMENTS TO INCENTIVIZE CUSTOMERS THROUGH LOYALTY.PICSART ENCOURAGES SOCIAL ACTIVITY WITH ITS “REMIX” FEATURE
NEWS FEED FOR LOYALTY PROGRAM PROGRESSION
DELIVERY HERO USES GAMIFICATION TO INSPIRE REPEAT ORDERS
LOCATION SPECIFIC NEWS FEED WITH IN-STORE EVENTS AND OFFERS
URBAN OUTFITTERS PROMOTES EXCLUSIVE OFFERS AND IN-STORE EXPERIENCES
KEY TAKEAWAYS
1 / ONBOARDING IS ESSENTIAL
2 / LEVERAGE MULTIPLE CHANNELS
3 / GET CREATIVE WITH ENGAGEMENT EFFORTS
4 / START EXPERIMENTING, ITERATE QUICKLY
5 / BE YOUR CUSTOMERS’ RITUAL
