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5 Killer Mistakes in Mobile - 3xe Digital Conference 2015.
Transcript of 5 Killer Mistakes in Mobile - 3xe Digital Conference 2015.
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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)
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Lots of consumers, not enough users
Acquisition Retention Engagement Revenue?
Many Fewer... Hello? Is anybody there?
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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
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Answer The Question:
• Why am I here?
• What’s the benefit of being here?
• How do I use this thing?
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Reassure Users
• Wait for the right time (test it!)
• Explain why you’re asking
• And watch opt-in rates soar!
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Paid Is Easy… But Organic Needs Attention
• Maximize social sharing
• A 500% uplift after a single A/B
test!
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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!
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Effective Marketing Requires Granular Data
• Understand your users
• Speak to them as individuals
• The ‘cost’ of spam is DELETED
APPS
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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!