aseem rohatgi_bms
TRANSCRIPT
Solving Social Login Problem for
BookMyShowBy
Aseem Rohatgi
CertificationsGoogle Analytics
Google Adwords
https://twitter.com/thenutellaman
https://www.linkedin.com/in/aseemrohatgi
1. More logins:
Only 20% your users are logged in with bookmyshow credentials, how would you get them to social
login more to get more data by studying and capturing customer data?
2. Capture data:
How can you “know” a lot about your users even though they might not be logged in and if they are
how you would know the most about them? (Tip: Dig deep into knowing user behaviour and capturing
user data)
3. Re-target:
How can you re-target user’s at the right touch points with accurate recommendations?
Market Growth Competition
• Annual revenue of non-marriage Event management industry in India is $ 730 Million
• CAGR of 20%, event organiserstying with online platforms
• Leverage existing technical infrastructure to service event organisers
• Opportunity to leverage existing customer base for selling event tickets online
• Event ticket booking company Explara’s acquired IndiaStage
• Spurt in funding for start-ups in small & medium events, ticketing and entertainment space
Market Growth Competition
• 350 Million Internet Users, 215 Million Mobile Internet users
• 170 Million smartphone users who check phone
• 1.4 Billion Indians buy 3.6 Billion movie tickets every year
• BookMyShow has 90% of online movie ticketing marketing ~ 50 Million tickets sold in FY ‘15
• Addressable Market ~ 500 Million tickets
• Current penetration 9% up to 25% with Single Screen theatres
• Threat from Paytm- may poach vendors like PVR. Imagica and Aquamagica already on board
• Threat from Explara, an online event ticketing platforms. Already tied up with 30 single screens
Online Ticket Booking Market India
Movies
Events
1.Getting more Social logins:
Only 20% your users are logged in with bookmyshow credentials, how would you get them to social
login more to get more data by studying and capturing customer data?
Social Logins
Why it is necessary to have social logins from Customer point of view?
What are Social Logins?
• Social Login is a permission-based user data collection method
Due to Guest Checkout feature bookmyshow doesn’t have much Social Logins
Reduced Interaction Cost
86% of users being bothered to create new accounts1
92% of Users will leave a site instead of resetting or recovering login Info1
Password Fatigue
77% of users believe Social Login is a good registration solution1
Customers Said So
2Source: LoginRadius
Social Login and Sharing Activities across ages2
1Source: Blue Research
1. Retargeting
From business point of view, social logins can be a powerful growth engine.
Lets see we how can leverage the power of social logins
Facebook and Google retargeting can be done once we have social logins in place
As 80% of BookMyShow traffic (Website + App) is not logged-in , there are some serious limitations
Social Logins can fuel Growth
38%
11%
47%
2.50% 1.50%
Direct Referrals Search Social Others
BookMyShow Web Traffic
89%
11%
Search Traffic
OrganicPaid
Search
Email id/mobile no. collected during guest checkout cannot be used to retarget across Facebook or Google
Cannot Breach the trust1
Search retargeting across Search and Display Network- limited to DesktopLimited Google Retargeting2
Device IDs collected of non logged-in users can be used to build Custom Audience List on Facebook and retargeted only if they use Facebook on same device
IDFA/AAID for Facebook Retargeting3
Via Device IDs, Retargeting for non-logged in users on mobile app limited to demonstrated interest and purchase affinity without any demographic targeting
Push Notification Retargeting4
Without Facebook/Google user ID, cross device retargeting cannot be undertakenNo Cross Device Retargeting5
BookMyShow unable to create Custom Audience List in Facebook for non-logged website users
Social Logins can fuel Growth
Users should have inkling what to expect if they share their social credentials
2. Social Sharing
78% of People surveyed said they will post messages to their social network about products and services they like3
82% of users said that they would consider trying a new product if someone in their social network recommended it3
3. Better Decision Making
With social logins, company can monitor trends among its user demographic, A/B testing experiments in user demographic, mine user generated content, create & measure customer engagement via
- Amplification rate- Applause rate- Conversation rate
With social logins marketers gain authentic user information something which may not be collected via custom login form
a) User Job Story and Wireframesjob story created by interviewing users from different demographic in friend circle. Wireframes
created by using Balsamiq
Wireframe flow is same for new users and existing non logged-in users
12-17 yrs. 18- 24 yrs. 25 – 34 yrs. 35-49 yrs.
Situation: new movie release/ planning outing with school friends or family
Motivation: quickly find out movie timings and ticket prices
Expected Outcome: So I can plan my event accordingly (may purchase tickets at counter) & inform friends or family
Situation: new movies release/ planning outing together with large group of friends or date
Motivation: quickly find out theatres in vicinity or near the place where I am going to shop/have dinner
Expected Outcome: So I can reserve best seats or go to counter ahead in time. If there is a big line at counter, I book tickets with app
Situation: Planning evening activities after office with colleagues or college friends or date. Already on the move with an erratic 3G connection, slightly high, rushing against time
Motivation: quickly find out if there is a good enough movie in a mall in the vicinity that we can make it to with such heavy traffic
Expected Outcome: Reserve seats quickly. GO, GO ,GO, no time to waste
Situation: new movie release coupled with a complete family outing.
Motivation: see movie timings and other places of interest i.e. for eating or shopping afterwards
Expected Outcome: So I don’t have to stand in line
User Job Story
Constitute 90% of traffic
1
2
3 5
4 6
Wireframes – Growth Hacking Social Logins
• Splash screen
• Shown to all users – first time/repeat, logged-in/non logged-in
User Flow, Screen 1
1
Currently choice is between
Login vs I’LL SKIPExisting
2
App users who are choosing skipping are not shown this screen on repeat
visit
Users will not drop off here, but every time they use app, they will see this-
bound to login
Show this screen to repeat app users who
are revisiting
NEW
Influence customer decision making
LOGIN via Google/Facebook vs I’LL SKIP
2
Move “I’LL SKIP” to bottom left corner
Some compelling reason ex. “Login to avail offers”
3
4
NEWExisting
User Flow, Screen 2
1
Growth Hack Hypothesis-1Display Login Options so users can seeEase of Login
3
• Load time is very slow (1-3s in case of video link)
• Full Screen Interstitial Ad with few interactions
• No Left Swipe/Right Swipe to go to TICKETS or YOU or DISCOVER
Showcase Screen
1
2
3
User Flow, Screen 3
4
• Presently there is no Call-to-Action for Login
• Show Incentives for prompting Social Login
for example TIP: Login to Unlock Offers
Tickets screen
1
2
User Flow, Screen 4
5
• Make Login Compulsory for Availing Offers
• Discount hunters don’t mind few more clicks or screen transitionsExperiment to check how many users drop off vs social logins
Login to Avail Offers
1
2
User flow, Pay Now Screen
6
User flow, Payment Done Screen
Post Purchase Social Login Prompt
• Many Facebook users routinely post if they are going to a
movie released recently
• Option to share excitement on Facebook
• Link to display “X,Y and Z are going to Movie ABC at Place Z” along with movie poster and location pin
Prompt users to sign-in to get offers and recommendations next time.
Note: an auto-complete sign-up form with email and mobile no. entered in guest checkout can be shown post purchase. This can be used for BookMyShow custom login
1
2
3
4
There can be some risks associated with Social Logins
Um, how did I log in last time?app cache/browser cookie is deleted. User doesn’t remember whether he/she used Facebook or Google login-in
Cross Device logging-inUser used social login for app. Now he is using Website and is not sure whether she/he logged-in with Facebook or Google in app
1
2
1ReferencePublish Mobile Content Dynamically without pushing app update
ReferenceMailchimp
found that Social Logins weren’t worth it.
For Growth Hacking Social LoginsA/B testing with different content will provide the best insight. BookMyShow should experiment with Social Login buttons in different parts of user flowBest way to do it is Dynamically chance UI buttons1 on different screens without pushing for app update.
Corner cases with social login
2. Capture dataHow can you “know” a lot about your users even though they might not be logged in and if they are
how you would know the most about them? (Tip: Dig deep into knowing user behaviour and capturing
user data)
• Visits : 12.5 M• Time on Site : 6.5 min• Page Views: 8.09• Bounce Rate: 14.84%
Website
• 10M – 50M downloads• High on RFM parameters
Mobile app
Client ID: This is the unique ID that Google Analytics generates from a web browser and device combination.
1
Non Logged-in Users
Chrome Push Notifications No Social Retargeting(if Opt-In by user)
On-Site Retargeting No Cross Device Retargeting
Device IDs: Mobile device ID on which App is installedAllows Facebook Retargeting – Custom Audience List based on Device IDs
2
Push Notification Targeting
Capturing customer data
• For not logged-in users only a few data points can be captured
• For logged-in users, information they choose to share with us (email, social contacts) can be captured
What cannot be captured?
Product Interest AffinityInterest and Purchase Affinity can be built and tracked via Client ID or Device ID
3
No Demographic data/ social data: Social Profile cannot be mapped with Purchase Affinity/ Product Interests and hence user cannot be retargeted across Facebook
What can be captured?
Logged-in Users What can be captured?
User ID :User ID represents unique users; it is assigned only to logged-in users. 1
Cross Device Tracking & Retargeting
Retargeting across Website/ App
Social Media Retargeting
(Facebook Custom Audience/ Google Cookie ID Lists)
Social Credentials+ Demographic Data + Product Interest Data + Purchase Behaviour = Better Recommendation & Retargeting
Major chunk of 25-34 years old customers visit BookMyShow website from office using Desktop
If they have app installed as well, marketing campaigns optimized over Mobile & Desktop can be createdFor upselling and re-engaging users
Social Activity/ Sharing by users
Social Clout of users
Rich Demographic data = better marketing communication
2
Capturing customer data
3. Re-targetHow can you re-target user’s at the right touch points with accurate recommendations?
Retargeting can be undertaken in two ways:-
1. Internal Eco-System – via Mobile App Push Notifications, Emails, SMS, In-App Notifications and Chrome Notifications
1. External Eco-System – via Facebook Retargeting and Google Retargeting
1
2
Internal Eco System
Rich text Push Notifications
Geo-FencingWhen user walks in a mall and has app installed, user gets a Push Notification displaying movies running in the multiplex inside the mall
Deep LinkingBased on Customer Time Affinity, app should display PN when user is most likely to read it
Collect Movie Reviews after movie ends
Retargeting
Marketing campaignUsing Push Notification, Email, In-App Notifications
Chrome Notifications Ask users to opt-in for Chrome Push Notifications if they
visit from mobile web or desktop website. Reduce dependence on Facebook Advertising
In-App Notifications
In-App notifications should be displayed to users when they visit app again
“YOU” tab should be moved to the end, a bell symbol along with no. of notifications can be displayed.
These notifications can be social activity, friends like/dislike, recommendations, offers or about upcoming events
Retargeting campaigns
External Eco System
Google Remarketing Tag in BookMyshow Website
Since 46% of BookMyShow.com traffic comes from search, Remarketing Lists can be built in Adwords
Facebook Retargeting
Using Custom Audience List we can build audience lists based on Email IDs Mobile No. Mobile Device IDs – Android/Apple Facebook User ID
If its possible, Bookmyshow should stitch customer data before and after logins (if the email ID is same). User can be shown memories of previous movie visits after he/she logins
Stitching Customer Data Before Logging-in and After Logging-in
Retargeting campaigns
Marketing campaign to bring back user to app/website State machine based on Event, Condition and Action Rules
Sample Browse Based User Journey
Workflow for Retargeting campaigns
Checkout failedWhen tickets are not booked within the 7 min time frame, users can be sent a reminder to book agaig via Push Notification having link to the relevant app page
Browse BasedWhen users just check movie venues, timings and prices and don’t book tickets, they can be targeted with relevant offers via mobile Push
Increasing engagement between Mon- WedSince peak ticket booking is between Thursday to Sunday, marketing campaigns can be launched to bring back user to app
Cross-sell/Up-sellMovie merchandise can be sold
Discoverability of Events TicketsEvent tickets can be promoted among customers who regularly book movie tickets.
Dormant User JourneyUsers who haven’t transacted with mobile app or website can be reactivated with contextual retargeting or with offer
Typical Retargeting campaigns
