Swrve's Tom Farrell's keynote at 3XE. It’s one thing to deliver a great app. It’s quite another to align the business around mobile and deliver real ROI as a result. With examples from real-world Swrve customers this session will take a quick look at some of the common mistakes made on mobile – and help you avoid them.

1. 1
5 Killer Mistakes In Mobile:
And How To Avoid Them
Tom Farrell
January 13th 2015

2. 2
The Mobile App Is “Winning The War”… but
46% of 18-34 year olds name mobile as
‘primary screen’
More internet access via mobile apps than desktop
PCs (as of 2014)

3. 3
Lots of consumers, not enough users
Acquisition Retention Engagement Revenue?
Many Fewer... Hello? Is anybody there?

4. 4
We optimize app performance
Acquisition Retention Engagement Revenue

5. Killer Mistake 1:
Acquisition Fever

6. 6
Understanding Paid Acquisition

7. 7
The Sobering Reality:
• 20% of app downloads are used ONCE
• Of all day one users, about 25-30% use the app the next day
• 90% of time is spent in 10% of installed apps
DEVELOPMENT COSTS + ACQUISITION COSTS - ??? = FAILURE

8. Killer Mistake 2:
Poor Onboarding

9. 9

10. 10
Answer The Question:
• Why am I here?
• What’s the benefit of being here?
• How do I use this thing?

11. Killer Mistake 3:
Push Opt-In Mistakes

12. 12
Too soon!
So what?

13. 13
Reassure Users
• Wait for the right time (test it!)
• Explain why you’re asking
• And watch opt-in rates soar!

14. Killer Mistake 4:
Forgetting Organic Acquisition

15. 15
Paid Is Easy… But Organic Needs Attention
• Maximize social sharing
• A 500% uplift after a single A/B
test!

16. 16
Paid Is Easy… But Organic Needs Attention
• Drive your app store rating
• Create a ‘two phase’ process
• 2.8 to 4.3 stars in 2 weeks!

17. Killer Mistake 5:
Poor Targeting, Poor
Conversations

18. 18
Effective Marketing Requires Granular Data
• Understand your users
• Speak to them as individuals
• The ‘cost’ of spam is DELETED
APPS

19. In Conclusion…

20. 20
Mistake Solution
Acquisition Fever Build out program to drive retention, engagement
Poor On-Boarding Create compelling experience – and test it!
Push Opt-In Mistakes Convince – at the right time. And test!
Little Organic Acquisition Work on store rating and social sharing
Poor Targeting Get to know your users!

21. Thanks!
tom.farrell@swrve.com