mobile growth series how to increase app engagement and...

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