mobile ux for user engagement and monetization - emilia ciardi - codemotion rome 2015
TRANSCRIPT
ROME 27-28 march 2015 ROME 27-28 march 2015
Mobile UX for user engagement and monetization
Emilia Ciardi
[email protected] - GTECH
Overview
² The business Funnel!² Optimized User Flows!² FTUE!² Store Funnel & Design!² Advertisement & Engagement!² Analytics!² Final Checklist!
Optimizing User Flows
² User Flow refers to a user's activity path within an app. !
² The core idea of this concept is to embed monetization points within a user's set of activities. !
² Design monetization calls to action where the user actually goes in app. !
² We cannot just rely on the user to tap within shop to monetize the user.!
The First Time User Experience
The FTUE is one of the most important parts of a successful app.!!² 30 seconds to hook new
users!² <5 minutes to teach them!
² Show off the cool parts!² Give clear directions!² Get the user going ASAP!
Don’t force registration on users
² When forcing registration, the user drop-off can be very high. According to Tapjoy, it can reach 50%-75% (even relying on Facebook Connect)!
² Access as guest!² Allow late registration!² Reward users for creating accounts!
FTUE – Walk-through & Tutorials The DON’Ts"² Don’t be too wordy!
² Don’t explain!
² Don’t get users lost!
² Don’t be boring!
The DO’s"² Use as little words as
possible!² Walk the user through the
core mechanics!² Put the user on rails!
² Show off!!
If applicable:!² Show the use of virtual currency during the tutorial!² “Learn as you go” approach !
Store Funnel ² The Store should be easy
to find and access!² No more than 2 clicks
away!² Prompt to the Store when
the currency runs out!
Click to edit Master title style
Virtual Goods Store
² Easy to navigate and understand!
² Large, attractive icons over text!
² Clear information!"!
Engaged users
Low spending users Freeloaders
High Spending users
The User Pyramid
$$$
Super-fan Game "
$
Retention Game"
FREE
Core Loop"
Ad Types
1. Banner Ads!2. Featured Ads!3. Cross-Promotion/
Offerwall!4. Videos/Rewarded
Videos!
34
1"
Need to balance
Having enough ads view without disrupting the UX!² Splash!² Interstitial!² On demand!² Place banners in less
conspicuous areas where users regularly view!ª Loading pages!ª Landing screens!ª Results screens!ª Levels screens!
² In-game… carefully!!
Why use data for UX
UX Discovery!² Issue Identification!
² Strategy Guidance!
² Health Monitoring!
UX Optimization!² Project Metrics !
² Experimentation with A/B and multivariate tests!
Checklist
² Is your FTUE smooth and appealing?!
² Are you preventing users from using you product immediately? !
² Is your currency/virtual goods store accessible and clear? Is it appealing?!
² Do you have streamlined user flows for monetization?!
² Are you balancing user engagement with monetization?!
² Are you leaving revenue on the table?!
² Are you measuring your UX performances?!