mobile app optimization strategies
Post on 17-Jul-2015
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• Chat box is available for questions
• There will be time for Q&A at the end
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the slides and recording of today’s webinar
Just a reminder
About me
I’ve worked with enterprise customers across all industries on engagements focused on mobile
web and native app testing.
Khattaab Khan Strategy Consultant, Optimizely
TECHNOLOGY‣One product for testing + personalization across web + mobile‣Visual editor for stylistic experiments‣Code blocks for programmatic experiments
Daily Active User / Monthly Active User‣Stickiness of an app over 30-day period
Sessions / Daily Active User‣Number of times per day user returns
FTUE‣First-Time User Experience
Cultivating Loyalty
Is the app interface easier, more attractive + intuitive compared to a
web experience?
Commonly Tested Themes: Onboarding
Carousel slides‣Are users forced/encouraged to explore value props?‣Manual experience‣Leverage swipe forward/back
Gated functionality‣Getting users to core functionality sooner to make app more sticky
Commonly Tested Themes: Onboarding
Spotlights‣Highlight key features during first app load‣Prev/next CTA
Commonly Tested Themes: Pre-populated inputs
Reduce friction for returning users‣Drop-down menus‣save last search or ‣identify locations near user‣highlight favorites
Commonly Tested Themes: Toolbar
Most used features in static console‣Main menu access‣Badge notifications (not push)
What’s the lingo?
Code Blocks‣Sections of code that change under which conditions an object loads‣Used for existing/new elements (all new items must be added via code blocks)
In-App Purchases (IAPs)
Locale‣Region that user’s App Store is set to
Cold Start vs. Foregrounding‣Loading an app that is not in a background state vs. returning to running app
Live Variables‣Variables already monitored in app that can be assigned new values‣Count variables‣Display different number of articles‣Request permissions at different times‣Modify default search sorting
Custom Tag‣Similar to tags on web‣Tags interaction with a specific feature
‣User level properties (e.g. logged-in state)‣Did a user swipe to a specific image number in a gallery?‣Did user select a particular filter option?
FAQsWhat’s transferable from your web experience?‣Reengagement: Through the app registration process, you will collect some personal information that can be used to encourage future app loads
How should I think about mobile audiences? Loyal, logged-in user on web = any user on mobile‣Downloading an app communicates a level of investment that supersedes a casual web browser‣Nearly all apps require some level of registration to unlock functionality
To which users should I be targeting experiments?‣Based on last activity or version
Where does Optimizely fit in my sprint planning?‣Code blocks need to be developed and implemented before next release
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