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Mobile App OptimizationStop Leaving Money on the Table and Split Test Your Mobile Apps!
Presented by Zac Aghion for Barcamp Beijing
August 18th, 2013
Some Basic Mobile Analytics
Daily Average Users (DAU) – Average number of
people that use your app on a given day
Conversions – Number of users that complete a
goal (tap, signup, in-app purchase, etc.)
Conversion Rate = Conversions ÷ Users
Example:
200 Users and 5 Purchases
Conversion Rate = 5 ÷ 200 = 2.5%
A/B Testing Overview
Test two versions of your app to see which converts at a
higher rate.
Which Version Won?
Source: WhichTestWon.com
Marketer’s Surprise: ‘FREE’ Loses
Source: WhichTestWon.com
Version B led to a +13.5% increase in conversion rate.
✔✗
Multivariate Testing Overview
Every landing page has X elements (MM’s hair)
For each element, we test Y variations (Neon)
In total, we have (Y1× Y2 × Yx) LP combinations
How Obama Raised +$60 Million
Source: Optimizely Blog
Four Button Variations
Six Media Variations
24 Landing Page Combinations!
And the Winner is…
+41% Conversion Rate = $60 Million?
Original Conversion Rate 8.3%
Original Conversion Rate 8.3%
New Conversion Rate 11.6% (+41%)
+41% Conversion Rate = $60 Million?
Original Conversion Rate 8.3%
New Conversion Rate 11.6% (+41%)
10 million signups from new version (would be
closer to 7,120,000 signups with original)
+41% Conversion Rate = $60 Million?
Original Conversion Rate 8.3%
New Conversion Rate 11.6% (+41%)
10 million signups from new version (would be
closer to 7,120,000 signups with original)
+2,880,000 additional signups
+41% Conversion Rate = $60 Million?
Original Conversion Rate 8.3%
New Conversion Rate 11.6% (+41%)
10 million signups from new version (would be
closer to 7,120,000 signups with original)
+2,880,000 additional signups
$21 average donation / signup
+41% Conversion Rate = $60 Million?
Original Conversion Rate 8.3%
New Conversion Rate 11.6% (+41%)
10 million signups from new version (would be
closer to 7,120,000 signups with original)
+2,880,000 additional signups
$21 average donation / signup
+$60,000,000 in additional donations
+41% Conversion Rate = $60 Million?
Challenge for Mobile Apps
App marketing and app management software
and services are still in their early stages
Challenge for Mobile Apps
App marketing and app management software
and services are still in their early stages
iTunes and Google Play App Stores’ approval
processes slow down the iteration cycle
Challenge for Mobile Apps
App marketing and app management software
and services are still in their early stages
iTunes and Google Play App Stores’ approval
processes slow down the iteration cycle
Until recently, app publishers had no other
choice but to design, implement and analyze
optimization campaigns themselves
Challenge for Mobile Apps
App marketing and app management software
and services are still in their early stages
iTunes and Google Play App Stores’ approval
processes slow down the iteration cycle
Until recently, app publishers had no other
choice but to design, implement and analyze
optimization campaigns themselves
To date, software available are improving but still
not as good as those for website optimization
Cross-Platform ✔ ✔ ✔
On-the-Fly ✔ ✔ ✔
Rich
Analytics✔ ✗ ✔
Codeless
Variations✔ ✗ ✗
Localized Variations
✔ ✗ ✗
Thank You!
For More Information:
ZacAghionEmail: [email protected]
Twitter: @zacaghion | Skype: zac.aghion
www.SplitForce.com