nyc feed your app breakfast
TRANSCRIPT
Mobile Engagement: Crisis or Opportunity?Josh Todd, CMO@JoshToddMKT
Agenda• Mobile Engagement Crisis
• App Lifecycle
• Special Focus: App Retention
3
How did we get here?
OUR APP-ETITE IS GROWING.
51 MINs
3 HOURSAMOUNT OF TIME PER DAY THE AVERAGE US MOBILE CONSUMER SPENDS WITH APPS.
00:22
The amount of time the average US
mobile consumer spends per day with
apps:
AMOUNT OF TIME PER DAY THE AVERAGE US CONSUMER SPENDS ON THE MOBILE WEB.
eMarketer, 2015
51,000
APPS ARE DOWNLOADED FROM THE APPSTORE EVERY 60 SECONDS.
Domo, 2015
Nielsen, 2014
41APPS ARE INSTALLED ON THE AVERAGE US SMARTPHONE.
This is all great, BUT…
22%THE PERCENTAGE
OF USERS WHO ONLY OPEN AN APP ONCE.
Localytics, 2015
Forced social logins
Privacy concerns
Intrusive ads
Bad UI/UX
Freezing
Complex registration
Annoying notifi-cations
19%
23%
29%
42%
48%
68%
71%
TOP 7 REASONS WHY PEOPLE UNINSTALL MOBILE APPS*
*AS A % OF ALL RESPONDENTS.
EACH PARTICIPANT MENTIONED
THREE REASONS.
We are on the verge of a Mobile Engagement crisis
13
▪22% of apps are only used once▪35% of push messages are not segmented▪50% of people already view push as annoying▪50% of people opt-out of push▪The most popular metric for determining mobile success is “views/traffic to my app”
All signs point to tipping in the wrong direction
How do we shift toward the right path?
App Lifecycle
Use the lifecycle as an organizing framework for engagement
Keep it simple
ACQUIRE
App Store Optimization
Gain visibility in app store
searches
Optimize your app
store listing
Organic Channels – Website Redirect
Redirect mobile website traffic
to your app
Organic Channels – Email
Encourage email subscribers to
download your app
53%of emails are opened on a
mobile device.Source: Litmus, 2015
Organic Channels – Social Media
Promote your app on social platforms
Paid Channels – Mobile Ads
Source: Litmus, 2015
Work with a mobile advertising company
to place targeted ads in other apps
NOT EVERYONE WHO DOWNLOADS YOUR APP WILL BECOME A USER.
Source: Localytics, 2015
Of users only use an app ONCE.
22%
Source: Localytics, 2014
54%The likelihood that an app user who doesn’t return within 7 days will NEVER COME BACK.
Paid Channels – AttributionAd networks must be connected to downstream
metrics
ENGAGE & GROW
Maximize user value through engagement
Segmentation
(your entire userbase)
Sports Content App
Segment your audience
3% of broadcast push messages are clicked
7% of targeted pushmessages are clicked
15% of users converted 54% of users converted
Broadcast: Targeted:
Segment your audience
vs
Imagine an app with 100,000 users
Segment your audience
3% of 100,000 users =3,000 opened messages
7% of 100,000 users = 7,000 opened messages
15% of 3,000 opened messages =
450 converted users
54% of 7,000 opened messages =
3,780 converted users
Segment your audience
vsBroadcast: Targeted:
Maximize user value through engagement
Channels to the customer
Simple engagement deceivingly complex
Push Messag
e In-app Messag
e
Customer Profile
Database
Dynamic Messaging for Personalization
CTA tracking: Engagement, Conversion,
Retention etc.
Push Tracking: Viewed / Open /
Clicked
Audience Qualificati
on
Event behavior tracking
Deep linked via key value
pairsMessage A/B Test
Scheduling Automation to
send at right time
Custom HTML for
In-app message
Influence on Engagement,
Conversion, Retention
Bring them back and keep
them engaged with Push
Motivate inactive users to return to your app with
targeted, carefully timed, and well-written copy
171% MOREUsers with push enabled have
app launches.
Source: Localytics, 2015
Increase Push audience, increase success
52% of app users have push enabled on their
phones
Industry Averages
Increase Push audience, increase success
52% of app users have push enabled on their
phones48% of app users don’t
have push enabled on their phones
Industry Averages
Bad Example-Ask them to opt in immediately after launching the app for the first time
Increase Push audience, increase success
(first launch)
-Welcome your users with a sequence of introductory, how-to screens to show value
Increase Push audience, increase success
Good example
Good example-Welcome your users with a sequence of introductory, how-to screens to show value
-THEN, ask them to opt in with a unique, well-designed in-app message
Increase Push audience, increase success
In-App Messages – Drive Conversions
Move users further along funnels to ultimate in-app
action with beautiful, branded, in-app creatives
4X HIGHERIn-app messages presented
based on an event have
conversion rates.
Remarketing – Reaching Existing Users
Source: Litmus, 2015
Show current users ads based on how they’ve
previously engaged with your brand
Great for reaching the
who opt out of push notifications48% OF USERS
Email – Cross Channel Marketing
Treat users with richer, longer form content
Source: Copyblogger, 2014
RETAIN
5 years ago…
the world was awash in Big Data
Data Scientists to the Rescue
Apps Create a New Opportunity
Apps generating massive amounts of
data AND have marketing channels
embedded
Advances in computing have made machine learning more
accessible
Users demand better experiences
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Jon Scheldrick, Product Manager, Mobile, VimeoZac Aghion, Director of Product, Localytics
Special Focus: Retention
Thank you