MEIKE MARYSKA, CRM TECH LEAD, DELIVERY HERO

MYLES KLEEGER, CRO, APPBOY

A CASE STUDY IN MOBILE GROWTH:

BEST PRACTICES FOR ACQUISITION, RETENTION, MONETIZATION

2

INTRODUCTIONS

MEIKE MARYSKA

SENIOR CRM TECH LEAD,

DELIVERY HERO

MYLES KLEEGER

CRO,

APPBOY

3

DELIVERY HERO TKTKT

Operating in 34 markets across FIVE continents

with 2,500 employees

THE EASIEST WAY TO YOUR FAVOURITE FOOD

Founded in May 2011

The largest food network in the world with more than

200,000 participating restaurants

Global leader in the space with 12 million orders processed each month

4

M E S S AG E S / M O. E V E N T S / M O.

Founded in 2011

100+ employees and growing

Offices in NYC, SF and LONDON

M AU / M O.

400 +

APPBOY - THE LEADING CUSTOMER RELATIONSHIP SUITE FOR MOBILE-FIRST MARKETERS

M 2 +B 100 +B

5TV

INTELLIGENT CRM FOR OUR MOBILE-CENTRIC WORLD

WEARABLES

PUSH NOTIFICATIONS

IN-APP/BROWSER MESSAGES

FACEBOOK

MOBILE/DESKTOP WEB

NEWS FEED CARDS

TV

EMAILS

6

WE EMPOWER BRANDS TO BUILD LONG-TERM RELATIONSHIPS WITH THEIR CUSTOMERS

7

SOURCE: FIKSU, DECEMBER 2015, ANDROID

€3,03COST PER INSTALL

8

MOST OF YOU WILL ONLY RETAIN BETWEEN 10-20%OF YOURCUSTOMERS.

0

25

50

75

100

0 1 3 7 14 30 60 90

N E X T 5 0 0 0A P P S

D AY S S I N C E A P P I N S TA L L

SOURCE: QUETTRA VIA ANDREW CHEN

N E X T 1 0 0 A P P S

N E X T 5 0A P P S

T O P 1 0A P P S

9

SOURCE: APPBOY ANALYSIS

€14 to €30EFFECTIVE COST PER ENGAGED CUSTOMER

1 0

SO, HOW DO YOU INCREASE RETENTION AND GROWTH IN THIS COMPLEX LANDSCAPE?

1 1

HERE ARE FIVE COLLECTIVE LEARNINGS FOR HOW TO INCREASE RETENTION + GROWTH.

1 2

01: ONBOARDING IS ESSENTIAL.

BUILD VALUE BY EDUCATING NEW CUSTOMERS FROM THE START.

1 3

1 4

PUSH NOTIFICATIONS ARE A MOBILE MARKETER’S BEST FRIEND.

Apps that implement push see a

71% increase in two-month retention

SOURCE: APPBOY PROPRIETARY DATA: *PURCHASES, CUSTOM EVENTS, APP USAGE

P U S H O P T- I N R AT E S ( I O S )

B2B + FINANCE

26%

RETAIL + COMMERCE

37%

UTILITY

40%

MEDIA + ENTERTAINMENT

46%

MEDICAL + HEALTH + FITNESS

54%

TRAVEL + TRANSPORTATION

50%

GAMING

32%

SOCIAL + MESSAGING

38%

FOOD + BEVERAGE

47%

EDUCATION

32%

1 5

IOS PUSH NOTIFICATION OPT-IN RATES ARE LOWER THAN YOU THINK.

SOURCE: APPBOY PROPRIETARY DATA

P U S H O P T- I N R AT E S ( A N D R O I D )

SOURCE: APPBOY PROPRIETARY DATA

52%61% 51% 52% 66%

65% 57% 66% 53% 71%

B2B + FINANCE RETAIL + COMMERCE UTILITY MEDIA + ENTERTAINMENT MEDICAL + HEALTH + FITNESS

TRAVEL + TRANSPORTATION GAMING SOCIAL + MESSAGING FOOD + BEVERAGE EDUCATION

1 6

SIMILARLY, CUSTOMERS ALSO OPT-OUT OF ANDROID PUSH.

BOOST OPT-IN RATES WITH PROPER PRIMING.

1 7

1 8

PUSH GENERAL WELCOME PUSH WELCOME AFTER FIRST ORDER

TO EARN TRUST, DELIVERY HERO FOCUSES ON BUILDING AN EXPECTED RAPPORT.

1 9

02: LEVERAGE MULTIPLE CHANNELS.

2 0

PUSH

NEWS FEED CARDS IN-APP

EMAIL

USE MORE THAN ONE CHANNEL TOGETHER,AND INCREASECONVERSIONS BY

2.2X

2 1

BE SURE TO MATCH EACH MESSAGE TO THE MEDIUM.

SIMPLE CONTENT

RICH CONTENT

HIGH URGENCY

LOW URGENCY

P U S H E M A I L

I N - A P P / B R O W S E R

N OT I F I C AT I O N S

N E W S F E E D

22

PUSH

NEWS FEED HIGHLIGHTS NEW RESTAURANTS

IN-APP MESSAGE PROMPTS USERS TO RATE ORDERS

2X UPLIFTWHEN USING MULTIPLE CHANNELS IN TANDEM.

DELIVERY HERO SEES A

2 3

DELIVERY HERO CAPTURES THE STRENGTH OF EACH CHANNEL WITH SYNCED MESSAGES.

PUSH MESSAGE WITH DEEPLINK IN-APP MESSAGE

2 4

03: GET CREATIVE WITH ENGAGEMENT EFFORTS

2 5

ADDING AN IMAGE TO YOUR MESSAGES RESULTS IN A 57% UPLIFT IN CONVERSIONS.

SOURCE: APPBOY PROPRIETARY DATA: *PURCHASES, CUSTOM EVENTS, APP USAGE

2 6

WHEN USING PERSONALIZATION, CONVERSION RATES ARE 3X HIGHER.

2 7

WE CREATE CONTEXTUAL RELEVANCE WITH LOCALIZATION AND PUBLIC APIS.

GERMANY

COLOMBIA

KUWAITKOREA

LATIN AMERICA

2 8

04: START EXPERIMENTING, ITERATE QUICKLY.

CUSTOMERS WHO TEST, INCREASE THEIR CONVERSION RATES BY 40%.

2 9

VARIANT 1 VARIANT 2 VARIANT 3

3 0

68% OF CARTS ARE ABANDONED WITHOUT THE CUSTOMER COMPLETING A PURCHASE.

Drive monetization with targeted

incentives and reminders.

SOURCE: ECONSULTANCY

WHEN WE TEST, WE SEE HIGHER RESULTS.

3 1

VARIANT A - ABANDON CART VARIANT B - ABANDON CART

PROJECTED WINNER

25%HIGHER

OPEN RATE

3 2

WE OPTIMIZE TIME TO INFLUENCE CUSTOMERS WITH ABANDONED CART CAMPAIGNS.

8-30MWINDOW OF TIME

20XUPLIFT IN AVG

CONVERSION RATES

3 3

05: BE YOUR CUSTOMERS’ RITUAL

3 4

PEOPLE ARE CREATURES OF HABIT. CONSISTENT ENGAGEMENT IS KEY TO A HEALTHY RELATIONSHIP.

3 5

ONLY 55% OF YOUR CUSTOMERS WILL RETURN IN THE NEXT THREE MONTHS.

3 6

IF YOU IGNORE THE RELATIONSHIP IN THE FIRST MONTH, RETENTION DROPS TO 23%.

3 7

ALTERNATIVELY, IF YOU CONSISTENTLY INVEST IN THE RELATIONSHIP, RETENTION RISES TO 90%.

3 8

NEWS FEED FOR LOYALTY PROGRAM PROGRESSION

FIND KEY MOMENTS TO INCENTIVIZE CUSTOMERS THROUGH LOYALTY.

3 9

KEY TAKEAWAYS

4 0

1 / ONBOARDING IS ESSENTIAL

2 / LEVERAGE MULTIPLE CHANNELS

3 / GET CREATIVE WITH ENGAGEMENT EFFORTS

4 / START EXPERIMENTING, ITERATE QUICKLY

5 / BE YOUR CUSTOMERS’ RITUAL

4 1

THANK YOUMARKETING@APPBOY.COM@APPBOYAPPBOY BUSINESS INTELLIGENCE / /