appboy etail germany presentation - delivery hero case study
TRANSCRIPT
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MEIKE MARYSKA, CRM TECH LEAD, DELIVERY HERO
MYLES KLEEGER, CRO, APPBOY
A CASE STUDY IN MOBILE GROWTH:
BEST PRACTICES FOR ACQUISITION, RETENTION, MONETIZATION
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INTRODUCTIONS
MEIKE MARYSKA
SENIOR CRM TECH LEAD,
DELIVERY HERO
MYLES KLEEGER
CRO,
APPBOY
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DELIVERY HERO TKTKT
Operating in 34 markets across FIVE continents
with 2,500 employees
THE EASIEST WAY TO YOUR FAVOURITE FOOD
Founded in May 2011
The largest food network in the world with more than
200,000 participating restaurants
Global leader in the space with 12 million orders processed each month
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M E S S AG E S / M O. E V E N T S / M O.
Founded in 2011
100+ employees and growing
Offices in NYC, SF and LONDON
M AU / M O.
400 +
APPBOY - THE LEADING CUSTOMER RELATIONSHIP SUITE FOR MOBILE-FIRST MARKETERS
M 2 +B 100 +B
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5TV
INTELLIGENT CRM FOR OUR MOBILE-CENTRIC WORLD
WEARABLES
PUSH NOTIFICATIONS
IN-APP/BROWSER MESSAGES
MOBILE/DESKTOP WEB
NEWS FEED CARDS
TV
EMAILS
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WE EMPOWER BRANDS TO BUILD LONG-TERM RELATIONSHIPS WITH THEIR CUSTOMERS
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SOURCE: FIKSU, DECEMBER 2015, ANDROID
€3,03COST PER INSTALL
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MOST OF YOU WILL ONLY RETAIN BETWEEN 10-20%OF YOURCUSTOMERS.
0
25
50
75
100
0 1 3 7 14 30 60 90
N E X T 5 0 0 0A P P S
D AY S S I N C E A P P I N S TA L L
SOURCE: QUETTRA VIA ANDREW CHEN
N E X T 1 0 0 A P P S
N E X T 5 0A P P S
T O P 1 0A P P S
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SOURCE: APPBOY ANALYSIS
€14 to €30EFFECTIVE COST PER ENGAGED CUSTOMER
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SO, HOW DO YOU INCREASE RETENTION AND GROWTH IN THIS COMPLEX LANDSCAPE?
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HERE ARE FIVE COLLECTIVE LEARNINGS FOR HOW TO INCREASE RETENTION + GROWTH.
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01: ONBOARDING IS ESSENTIAL.
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BUILD VALUE BY EDUCATING NEW CUSTOMERS FROM THE START.
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PUSH NOTIFICATIONS ARE A MOBILE MARKETER’S BEST FRIEND.
Apps that implement push see a
71% increase in two-month retention
SOURCE: APPBOY PROPRIETARY DATA: *PURCHASES, CUSTOM EVENTS, APP USAGE
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P U S H O P T- I N R AT E S ( I O S )
B2B + FINANCE
26%
RETAIL + COMMERCE
37%
UTILITY
40%
MEDIA + ENTERTAINMENT
46%
MEDICAL + HEALTH + FITNESS
54%
TRAVEL + TRANSPORTATION
50%
GAMING
32%
SOCIAL + MESSAGING
38%
FOOD + BEVERAGE
47%
EDUCATION
32%
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IOS PUSH NOTIFICATION OPT-IN RATES ARE LOWER THAN YOU THINK.
SOURCE: APPBOY PROPRIETARY DATA
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P U S H O P T- I N R AT E S ( A N D R O I D )
SOURCE: APPBOY PROPRIETARY DATA
52%61% 51% 52% 66%
65% 57% 66% 53% 71%
B2B + FINANCE RETAIL + COMMERCE UTILITY MEDIA + ENTERTAINMENT MEDICAL + HEALTH + FITNESS
TRAVEL + TRANSPORTATION GAMING SOCIAL + MESSAGING FOOD + BEVERAGE EDUCATION
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SIMILARLY, CUSTOMERS ALSO OPT-OUT OF ANDROID PUSH.
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BOOST OPT-IN RATES WITH PROPER PRIMING.
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PUSH GENERAL WELCOME PUSH WELCOME AFTER FIRST ORDER
TO EARN TRUST, DELIVERY HERO FOCUSES ON BUILDING AN EXPECTED RAPPORT.
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02: LEVERAGE MULTIPLE CHANNELS.
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PUSH
NEWS FEED CARDS IN-APP
USE MORE THAN ONE CHANNEL TOGETHER,AND INCREASECONVERSIONS BY
2.2X
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BE SURE TO MATCH EACH MESSAGE TO THE MEDIUM.
SIMPLE CONTENT
RICH CONTENT
HIGH URGENCY
LOW URGENCY
P U S H E M A I L
I N - A P P / B R O W S E R
N OT I F I C AT I O N S
N E W S F E E D
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PUSH
NEWS FEED HIGHLIGHTS NEW RESTAURANTS
IN-APP MESSAGE PROMPTS USERS TO RATE ORDERS
2X UPLIFTWHEN USING MULTIPLE CHANNELS IN TANDEM.
DELIVERY HERO SEES A
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DELIVERY HERO CAPTURES THE STRENGTH OF EACH CHANNEL WITH SYNCED MESSAGES.
PUSH MESSAGE WITH DEEPLINK IN-APP MESSAGE
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03: GET CREATIVE WITH ENGAGEMENT EFFORTS
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ADDING AN IMAGE TO YOUR MESSAGES RESULTS IN A 57% UPLIFT IN CONVERSIONS.
SOURCE: APPBOY PROPRIETARY DATA: *PURCHASES, CUSTOM EVENTS, APP USAGE
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WHEN USING PERSONALIZATION, CONVERSION RATES ARE 3X HIGHER.
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WE CREATE CONTEXTUAL RELEVANCE WITH LOCALIZATION AND PUBLIC APIS.
GERMANY
COLOMBIA
KUWAITKOREA
LATIN AMERICA
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04: START EXPERIMENTING, ITERATE QUICKLY.
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CUSTOMERS WHO TEST, INCREASE THEIR CONVERSION RATES BY 40%.
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VARIANT 1 VARIANT 2 VARIANT 3
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68% OF CARTS ARE ABANDONED WITHOUT THE CUSTOMER COMPLETING A PURCHASE.
Drive monetization with targeted
incentives and reminders.
SOURCE: ECONSULTANCY
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WHEN WE TEST, WE SEE HIGHER RESULTS.
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VARIANT A - ABANDON CART VARIANT B - ABANDON CART
PROJECTED WINNER
25%HIGHER
OPEN RATE
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WE OPTIMIZE TIME TO INFLUENCE CUSTOMERS WITH ABANDONED CART CAMPAIGNS.
8-30MWINDOW OF TIME
20XUPLIFT IN AVG
CONVERSION RATES
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05: BE YOUR CUSTOMERS’ RITUAL
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PEOPLE ARE CREATURES OF HABIT. CONSISTENT ENGAGEMENT IS KEY TO A HEALTHY RELATIONSHIP.
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ONLY 55% OF YOUR CUSTOMERS WILL RETURN IN THE NEXT THREE MONTHS.
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IF YOU IGNORE THE RELATIONSHIP IN THE FIRST MONTH, RETENTION DROPS TO 23%.
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ALTERNATIVELY, IF YOU CONSISTENTLY INVEST IN THE RELATIONSHIP, RETENTION RISES TO 90%.
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NEWS FEED FOR LOYALTY PROGRAM PROGRESSION
FIND KEY MOMENTS TO INCENTIVIZE CUSTOMERS THROUGH LOYALTY.
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KEY TAKEAWAYS
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1 / ONBOARDING IS ESSENTIAL
2 / LEVERAGE MULTIPLE CHANNELS
3 / GET CREATIVE WITH ENGAGEMENT EFFORTS
4 / START EXPERIMENTING, ITERATE QUICKLY
5 / BE YOUR CUSTOMERS’ RITUAL