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Mobile App Optimization Stop Leaving Money on the Table and Split Test Your Mobile Apps! Presented by Zac Aghion for Barcamp Beijing August 18 th , 2013

Splitforce at Barcamp Beijing

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Page 1: Splitforce at Barcamp Beijing

Mobile App OptimizationStop Leaving Money on the Table and Split Test Your Mobile Apps!

Presented by Zac Aghion for Barcamp Beijing

August 18th, 2013

Page 2: Splitforce at Barcamp Beijing

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%

Page 3: Splitforce at Barcamp Beijing

A/B Testing Overview

Test two versions of your app to see which converts at a

higher rate.

Page 4: Splitforce at Barcamp Beijing

Which Version Won?

Source: WhichTestWon.com

Page 5: Splitforce at Barcamp Beijing

Marketer’s Surprise: ‘FREE’ Loses

Source: WhichTestWon.com

Version B led to a +13.5% increase in conversion rate.

✔✗

Page 6: Splitforce at Barcamp Beijing

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

Page 7: Splitforce at Barcamp Beijing

How Obama Raised +$60 Million

Source: Optimizely Blog

Page 8: Splitforce at Barcamp Beijing

Four Button Variations

Page 9: Splitforce at Barcamp Beijing

Six Media Variations

Page 10: Splitforce at Barcamp Beijing

24 Landing Page Combinations!

Page 11: Splitforce at Barcamp Beijing

And the Winner is…

Page 12: Splitforce at Barcamp Beijing

+41% Conversion Rate = $60 Million?

Original Conversion Rate 8.3%

Page 13: Splitforce at Barcamp Beijing

Original Conversion Rate 8.3%

New Conversion Rate 11.6% (+41%)

+41% Conversion Rate = $60 Million?

Page 14: Splitforce at Barcamp Beijing

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?

Page 15: Splitforce at Barcamp Beijing

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?

Page 16: Splitforce at Barcamp Beijing

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?

Page 17: Splitforce at Barcamp Beijing

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?

Page 18: Splitforce at Barcamp Beijing
Page 19: Splitforce at Barcamp Beijing

Challenge for Mobile Apps

App marketing and app management software

and services are still in their early stages

Page 20: Splitforce at Barcamp Beijing

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

Page 21: Splitforce at Barcamp Beijing

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

Page 22: Splitforce at Barcamp Beijing

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

Page 23: Splitforce at Barcamp Beijing

Cross-Platform ✔ ✔ ✔

On-the-Fly ✔ ✔ ✔

Rich

Analytics✔ ✗ ✔

Codeless

Variations✔ ✗ ✗

Localized Variations

✔ ✗ ✗

Page 24: Splitforce at Barcamp Beijing

Thank You!

For More Information:

ZacAghionEmail: [email protected]

Twitter: @zacaghion | Skype: zac.aghion

www.SplitForce.com