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Post on 23-May-2020
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WEBINAR
Subscription AppsTrends & Tips forSuccessful Marketing
Agenda
1
2
3
Introductions
Subscription Apps Report
Tips from Match
4 Recap
5 Q&A
Meet the Panelists
3
Morgan FribergSr. Marketing Manager
Liftoff
James PengHead of Mobile & Social Acquisition
Match Group
4
Liftoff is a performance-based, app marketing platform helping companies drive adoption and engagement in mobile apps.
Match Group
5
6
liftoff.io/resources/
Subscription Apps Cost & Conversion Funnel
7
Cost & Conversion Funnel by Gender
8
Cost & Conversion Funnel by Gender
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Cost & Conversion Funnel by Gender
10
Cost per Install by Month
11
Cost per Install by Month
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Cost per Install by Month
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Cost per Install by Month
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Subscription Costs & Conversion Rates by Month
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Subscription Costs & Conversion Rates by Month
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Subscription Costs & Conversion Rates by Month
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Subscription Costs & Conversion Rates by Month
18
Subscription Cost-per-Month Categories
19
Time From Install to Conversion
20
MARKETING TIPS: SUBSCRIPTION APPS
MARKETING SUBSCRIPTION APPS
22
1. Spend enough time vetting new channels before testing
2. Utilize your 1st party data effectively for targeting
3. Be disciplined in your decision making, use leading indicators
4. Focus on your product's key differentiators in your messaging
5. Emphasize the value of your brand when possible
1. Assume your audience knows your product
2. Rely on the same messages or ad formats
3. Give up just because targeting or creative didn't work - always retest
4. Ignore your user flow and onboarding process
5. Forget to re-engage users to amplify your efforts
DO DON’T
In Summary
Subscription Apps Recap
Medium-Cost Apps ($7-$20) = Highest Conversion
1
Install KPI - Target August & September
Gender - Target Males
Subscription KPI - Spring
2
3
4
6
5 Install-to-Conversion Time: Consider Pricing
Match Do’s & Don’ts
25
liftoff.io/resources/
Questions?
www.liftoff.io
Questions?
www.liftoff.io
Role of Re-Engagement
The Challenge - Low Retention
30
90% of installs will stop using your app within 30 days
How Re-Engagement Works
31
Users come back to yourapp and convert
Re-Engagement Ads are targeted to your unengaged users
User installs your app thendoesn’t use it or deletes it
Product Feed Retargeting
Product Feed Retargeting
33
Entire product catalogAutomatically scan and cache the entire product catalog daily
Daily updatesAds continually display the most recent information
Up-to-date pricing & inventoryHandy for large sales, i.e. Cyber Monday and Black Friday
Deep link direct to productsBest user experience - send user to exactly where they left off
Promote related productsShow related items, brands, or the most popular catalog items
PLACEHOLDERFOR PANELISTS TIPS
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