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Mobile App Optimization for User Acquisition, Activation, and Retention

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Sean Oliver leads Mobile Product Marketing at Optimizely. Prior to Optimizely, Sean worked on Consumer Product Marketing at LinkedIn and Microso . When he’s not optimizing all things mobile, he can be found hiking and traveling the world.
Dave McClure’s Pirate Metrics (AARRR) Startup Metrics for Pirates Push Notifications Remarketing App Store Listing In-App Advertising Social Advertising ASO New User Onboarding Waitlist In-App Purchases Ads Desktop Purchases My App
Why Optimize?
To successfully start a process of optimization, you’ll need:
Customer Acquisition Costs Quantifying LTV:CAC Monetization Retention Virality Acquisition Costs Lifetime Value :
2 Acquisition Activation Retention
Defining Acquisition:
How Users Discover Apps
First Impressions
App Store Optimization: Opportunities to influence a download decision
App Store Optimization: Test your value prop with assets you have
App Store Optimization: Use a landing page to test elements of ASO. Low-cost traffic
3 Acquisition Activation Retention
Defining Activation: Converting someone who has downloaded an app into an active user. This metric also indicates the quality of your First Time User Experience (FTUE).
Activation Hurdles 81% of users say an app needs to make a good first impression for them to continue using it
Keys to a Great User Onboarding Experience Optimizing
Increased activation from 25% to 66.5%
Activation—Retention “For us, activation is directly correlated to retention. Without activation, retention is poor.” 

When optimizing for activation, consider: • Does your app require registration? • What is the order of operations for first time users? • Does your app help users complete actions on first-time use? • Does your app live up to its value prop during onboarding? Optimizing for Activation
4 Acquisition Activation Retention
Defining Retention: A measure of how many of your customers/users come back over time.
Mobile app retention varies widely by app category Optimizing User Retention Source
Retention Hurdles iOS notifications are opt-in.
Optimizing for Retention Optimize when and how you ask for push notification permissions:
Ideas for Tests:
5 Acquisition Activation Retention BONUS: Reviews!
Reviews are important because they affect ASO
The Result: Optimize for App Store Reviews More, High-Quality Reviews = Higher App Store Ranking = More Efficient Acquisition Learn More in their Blog Post
2015 KISSmetrics Guide KISSmetrics Demo h p://kiss.ly/growth h p://kiss.ly/demo
Optimizely Mobile Guide Optimizely for Mobile optimize.ly/appoptimization optimizely.com/mobile

Publié dans : Marketing

Mobile App Optimization for User Acquisition, Activation, and Retention

  1. 1. Sean Oliver, Mobile Product Marketing, Optimizely Mobile App Optimization for Acquisition, Activation and Retention March 12, 2015
  2. 2. @ThueLMadsen #KISSwebinar
  3. 3. Sean Oliver - Optimizely - @SeanOliver Sean leads Mobile Product Marketing at Optimizely. Prior to Optimizely, Sean worked on Consumer Product Marketing at LinkedIn and Microso . When he’s not optimizing all things mobile, he can be found hiking and traveling the world. Thue Madsen - KISSmetrics - @ThueLMadsen Thue is the KISSmetrics Webinar Wizard and Marketing Ops Specialist. Before joining forces with KISSmetrics, he was a Ly driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him fishing and hiking in the Sierras.
  4. 4. @SeanOliver #KISSwebinar
  5. 5. Dave McClure’s Pirate Metrics (AARRR) Startup Metrics for Pirates
  6. 6. Dave McClure’s Pirate Metrics (AARRR) Startup Metrics for Pirates Push Notifications Remarketing App Store Listing In-App Advertising Social Advertising ASO New User Onboarding Waitlist In-App Purchases Ads Desktop Purchases My App
  7. 7. Why Optimize? “Your assumptions are o en wrong and how you expect people to use your app is actually not how they use it at all. When you’re optimizing your app you can see that, iterate on it, and make a more usable product.” 
 — Ben Cole, Conversion Coordinator, MEC
  8. 8. WATCH WEBINAR RECORDING NOW
  9. 9. 1 Ge ing Started What you need to know
  10. 10. To successfully start a process of optimization, you’ll need: • Business case - what’s the goal and potential impact? • Buy-in from the team and key stakeholders • Developer know-how or support to install an SDK • Bandwidth allocated in sprints for testing, or dedicated point person • Bo lenecks - what is the #1 metric you need to improve right now? • Customer insights - analytics, qualitative feedback, etc. What You Need to Get Started
  11. 11. Customer Acquisition Costs Quantifying LTV:CAC Monetization Retention Virality Acquisition Costs Lifetime Value :
  12. 12. 2 Acquisition Activation Retention
  13. 13. Defining Acquisition Acquisition: The process of driving users to install an application and/or use the app through either paid or organic marketing.
  14. 14. App Store Ads Referrals Icon Design Ad Copy App Title Screenshots App Store Listing Promotions Referral Copy Incentive First-Time User Experience Optimization for Acquisition
  15. 15. How Users Discover Apps
  16. 16. First Impressions Ma er
  17. 17. App Store Optimization Opportunities to influence a download decision InstaSize Photo & Video
  18. 18. App Store Optimization Icon Title Screenshots • User testing • Use as an ad • Keyword in title • Be aware of character count • Keep consistent • Treat as banner ads • Add context & value prop InstaSize Photo & Video
  19. 19. App Store Optimization Test your value prop with assets you have
  20. 20. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  21. 21. App Store Optimization Use a landing page to test elements of ASO. Low-cost traffic: - Social ads - AdWords - Retargeting from Website
  22. 22. App Store Optimization Or create a landing page that looks just like your app store listing. Bring moments to Life with Flipagram #1 Free App in over 80 countries with almost 100 million users! DOWNLOAD
  23. 23. 2 Acquisition Activation Retention
  24. 24. 3 Acquisition Activation Retention
  25. 25. Defining Activation Activation: Converting someone who has downloaded an app into an active user. This metric also indicates the quality of your First Time User Experience (FTUE).
  26. 26. Activation Hurdles 81% of users say an app needs to make a good first impression for them to continue using it 81% 19% 56% 44% 56% of users haven’t signed up for an app because the registration process was too long or confusing Source First Impressions Ma er; Clarity + Speed
  27. 27. Keys to a Great User Onboarding Experience Optimizing User Onboarding Stay Focused Show, Don’t Tell Remove Friction Indicate Advancement Be Human Keep Educating More detail in this blog post
  28. 28. Increased activation from 25% to 66.5% French Girls Optimizes Activation • Optimizing quality of the first-time user experience (FTUE) • Create understanding of how the app works • Activation = the difference between 1-2 days of use and 7+ days of use
  29. 29. Activation—Retention “For us, activation is directly correlated to retention. Without activation, retention is poor.” 
 — Jeff Farkas, Developer & Backend Architect, French Girls
  30. 30. Baseline Activation Rate: 25% French Girls Optimizes Activation
  31. 31. French Girls Optimizes Activation Baseline Activation Rate: 25%
  32. 32. Winning Variation French Girls Optimizes Activation Activation 50%
  33. 33. When optimizing for activation, consider: • Does your app require registration? • What is the order of operations for first time users? • Does your app help users complete actions on first-time use? • Does your app live up to its value prop during onboarding? Optimizing for Activation
  34. 34. 3 Acquisition Activation Retention
  35. 35. 4 Acquisition Activation Retention
  36. 36. Defining Retention Retention: A measure of how many of your customers/users come back over time, o en measured at specific intervals like “7-day retention”.
  37. 37. Mobile app retention varies widely by app category Optimizing User Retention Source
  38. 38. Optimizing for Retention Install First-Time Use Repeated Use Registration Customization Instant Gratification Push Notifications Email App Flow & Dynamics Notification Permissions
  39. 39. Retention Hurdles iOS notifications are opt-in. Generally, less than 50% of users will receive push notifications. 50% 50% 95% 5% Android notifications are opt-out, meaning nearly all users (95%) receive push notifications. Source Push Notification Differences: iOS and Android
  40. 40. Optimizing for Retention Optimize when and how you ask for push notification permissions: Opt-in prompts help to add context before making “the ask”
  41. 41. Customize future calls to action during onboarding: Optimizing for Retention User-specific information to personalize future messaging Source
  42. 42. Optimizing for Retention Onboarding Push Notifications Direct users to actions that will make them valuable long-term users:
  43. 43. Ideas for Tests • Think about push notification permissions in the context of your FTUE • Create a plan for enabling notifications beyond the first session • Obsess over the quality of each email or push notification you send • Encourage linking mobile and web accounts to bring customer data together and personalize the experience Optimizing for Retention
  44. 44. When optimizing for retention, consider: • Are there network effects in my app that can pull my users back in? • Is there a pa ern or schedule of how users start their sessions? How can it be encouraged? • What information about my users do I have that can personalize their future experiences? • Can you apply any gamification techniques to your app? Optimizing for Retention
  45. 45. 4 Acquisition Activation Retention
  46. 46. 5 Acquisition Activation Retention BONUS: Reviews!
  47. 47. Reviews are important because they affect ASO • Quality of reviews is important, but so is quantity • Be thoughtful about how you ask for feedback • Don’t interrupt your user’s experience • Optimize when, where, and with what tone you ask Optimizing for App Store Reviews
  48. 48. Best-in-Class: Circa Optimize for App Store Reviews Highly Recommend their Blog Post
  49. 49. 3 Things They Optimized: Optimize for App Store Reviews Threshold (Timing) of Request Location of Request Flow of Request 10 Sessions 3x in 1 Week Learn More in their Blog Post
  50. 50. The Result: Optimize for App Store Reviews More, High-Quality Reviews = Higher App Store Ranking = More Efficient Acquisition Learn More in their Blog Post
  51. 51. 5 Acquisition Activation Retention Reviews
  52. 52. 2015 KISSmetrics Guide KISSmetrics Demo h p://kiss.ly/growth h p://kiss.ly/demo
  53. 53. Optimizely Mobile Guide Optimizely for Mobile optimize.ly/appoptimization optimizely.com/mobile
  54. 54. Questions? Sean Oliver Mobile Product Marketing Optimizely @SeanOliver Thue Madsen Marketing Operations KISSmetrics @ThueLMadsen
  55. 55. THANK YOU Sean Oliver @SeanOliver

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