How To Overcome The Mobile Engagement Crisis

MEET YOUR HOSTS.

Justina Perro Josh ToddSenior Content Marketing Manager CMO

Questions during the webinar? Tweet us @Localytics with #AppAnswers

@JoshToddMKT@iamjro

▪ State of Mobile Engagement

▪ Power of Push Notifications

▪ Segmentation

▪ Setting yourself up for success

Agenda

Bad mobile engagement happens…

5

Consumers’ everyday lives have become mobile

6

PersonalizationConsumer expectations have grown:

QuickUseful Instant-gratification

Options

7

23% of apps are used only once 50% people view push as annoying Wrong success metrics (downloads) 35% of push messages not

segmented

Most companies are failing to meet consumer expectations

8

Some simple math

We are in aMobile Engagement Crisis.

How do we

SHIFT toward theright path?

your mobile users

1. Being data-driven 2. TRULY knowing

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▪ What they like and want▪ When they want it▪ How they want to get it▪ And so much more

It’s all about the data…

Our customers are telling us

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▪ State of Mobile Engagement

▪ Power of Push Notifications

▪ Segmentation

▪ Setting yourself up for success

Agenda

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

88% MOREUsers with push enabled have

app launches.

Source: Localytics, 2015

Engagement deceivingly complexPush

Message In-app

Message

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

▪ State of Mobile Engagement

▪ Power of Push Notifications

▪ Segmentation

▪ Setting yourself up for success

Agenda

Sports Content App

(your entire user base)Broadcast, Blast or even

Spam

Segment your audience

7% of broadcast push messages are clicked

13% 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

7% of 100,000 users =7,000 opened messages

13% of 100,000 users = 13,000 opened messages

15% of 7,000 =1,050 converted users

54% of 13,000 =7,020 converted users

Segment your audience

vsBroadcast: Targeted:

Segmentation - A Little Deeper

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2 Ways to Segment

BehavioralYou know which users are

reading your articles

You know their interests (sports, finance, travel)

Source: Localytics, 2015

Results?8.6% CLICK-THROUGH

User ProfileEngage based on traits like gender, location, language, type of customer

Results?13% CLICK-THROUGH

Layering SegmentationCl

ick

thro

ugh

rate

(CT

R)

Broadcast Behavioral User Profile Behavioral + User Profile0

5

10

15

20

25

30

35

7%9%

13%

Broadcast Behavioral User Profile Behavioral + User Profile0

5

10

15

20

25

30

35

Layering Segmentation

7%9%

13%

30%

Clic

k th

roug

h ra

te (

CTR)

Measure which messages are driving business results

Optimize your strategy with A/B testing

Move beyond vanity metrics (clicked message)

Stop sending ineffective messages

True Impact

▪ State of Mobile Engagement

▪ Power of Push Notifications

▪ Segmentation

▪ Setting yourself up for success

Agenda

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

Increase Push audience, increase success

(first launch)

Ask them to opt-in immediately after launching the app for the first time

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

Admit we have a problem

Do something about it:

Final Thoughts

• Segment your audiences

• Set yourself up for success

• Contribute to the knowledge base

LOOKING FOR MORE?

Free eBook: How To Build Stellar App User Acquisition

Campaigns

Free eBook: Even Better Recipes

for Perfect Push Messages

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Q&A