How to optimize the mobile experience - with insights
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How to optimize the mobile experience - with insights
Brian Egerup Kjærulff CEO & CO-founder
Mobtimizers
Twitter: @mobtimizers
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Experience / Clients
• Danske Bank
• GE Money Bank
• Experian
• Arla
• Coop
• Danfoss
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Visibility EngagementStrategy Insights
Our Services
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Strategy
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Source: ComScore
June 2014
June 2013
Digital media time spent (Minutes, Billions)0 350 700 1050 1400
Desktop (1% increase)Mobile Apps (52% increase)Mobile Web (17% increase)
Mobile vs Desktop
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Device Differentiation
Source: Deloitte, The New Digital Divide, April 2014
0%
20%
40%
60%
Before Going to store At the store After going to the store
Most likely used device
Smartphone Tablet Laptop
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Tip: Increase your Mobile Budgets
25% of sales are influenced by mobile, yet only 5% of marketing budget is used on mobile
Source: Forrester, Digital Maturity Online Survey
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Customer Experience / Personalization
First iPhone, June 29, 2007December 25, 2006
Person of the year: YOU Most personal device ever
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It’s all about
ME
The Mobile Mindshift
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The Mobile Mindshift
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“Your customer is experiencing a mobile mind shift: the expectation that she can get what she wants in her immediate context and moments of need. As a result, mobile is central to customer experience.”
Source: Forrester
The Mobile Mindshift
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Me Me Me Me Me Me…
…a mobile experience should be
personalized and relevant to the right user
at the right time…
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Tip: Insights To Your Strategy
Source: Think with Google https://www.thinkwithgoogle.com/tools/mobile-purchase-journey.html
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Source: Think with Google https://www.thinkwithgoogle.com/tools/mobile-purchase-journey.html
Tip: Insights To Your Strategy
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Mobile Visibility
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Source: Forrester
63%Exploring the App Stores
is the primary method to finding new apps
(search & browsing)
How Apps Are Found
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SEO: Search Engine Optimization
SEOVisible on Search Engines
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ASOVisibility in the App Stores
ASO: App Store Optimization
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App Store Optimization (ASO)
Source: Mobtimizers
Visibility Cycle
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Case Study - Karolines Køkken® AppAnalysis & Optimization
• Personalized and localized recipes • Free, no in-App purchases • Available in Danish App Store • Primary category: Lifestyle
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Tip: What Are People Searching For in the App Store?
Source: Sensortower
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Tip - App Store Ranking Analysis
# of
dow
nloa
ds
# Rank in specific category
Ranking #1 to #5 880 - 600 daily downloads
Ranking #10 to #17 400 - 250 daily downloads
Ranking #6 to #10 600 - 400 daily downloads
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Christmas New Year Healthy Generic Generic
Example: Be Relevant in the App Stores
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Screenshot experiment, increased performance with 7%
3 versions of screenshots with different placement of value proposition (overlay text)
Tip - Experiments in Google Play Store
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App reviews and comments
@mobtimizers
Tip: Listen to your customers
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Mobile Engagement
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App Loyalty Challenge
Source: TechCrunch
26 Apps used per month by users
80% of Apps are only used once
5% of Apps are in use after 6 months
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Tip: Analyse Retention and Engagement in Google Analytics
Weekly - Retention rate over 90 days
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660,000 (100%)
Total Installs
200,000 (30%)
Active Installs
72,000 (~11%) Active Users (30 days)
27,000 (~4.2%)
Active Users (7 days)
Tip: Illustrate Your Customer Engagement
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Tip: Build a Business Case Around User Engagement
660,000
Total Installs
200,000
Active Installs
72,000 (~11%) Active Users (30 days)
27,000 (~4.2%)
Active Users (7 days)
460,000 users uninstalled app: 0 DKK per user
128,000 inactive users: 0 DKK per user
27,000: $0.5
per user
45,000 (~7%) Active Users (14 days)
18,000: $1
per user$2
per user
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Design Engagement Plan
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Examples for Lapsed User Engagement
200,000 (30%)
Active Installs
72,000 (~13%) Active Users (30 days)
27,000 (~4.3%)
Active Users (7 days)
• Create on-boarding campaign with in-app messaging and push, ensuring user longevity
• Capturing lapsed user 30, 14, 7 days with personal In-app messaging.
• Ensure better timing of push notifications via datapoints
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Dedicated Push Tool Offers Marketing Automation
Highly segmented campaigns
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Re-engagement with Push Messages
An average of 52% of
smartphone users accept push
20-60% opt-out of push
messages (Industry specific)
Source: HeyCrowd Survey 2013
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Enhance Conversions
Source: Appboy Proprietary Data
15
30
45
60
Message personalization increases conversions by
27+%
Generic Personalized
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Enhance Retention
Source: Appboy Proprietary Data
Using a multi-channel on boarding campaign approach results in 130% two-month retention lift.
Single push campaign
Multi-channel push campaign
33
65
98
130
+130%
+71%
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…a successful app delivers
personalized messages relevant to the right user
at the right time…
Push Should be personal
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Push Should be personal
…a successful app delivers
personalized messages relevant to the right user
at the right time…
segmentation
timing
customized
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Mobile Insights
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Tracking Visibility
• Rank on keywords & categories
• Installs (Downloads) or visitors
• Revenue (Paid app or In-app purchases)
• 7 / 14 / 30-day active users acquired
• Cost per user acquired
• % organic installs or visitors
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Tracking Engagement
• Number of engaged users
• Number of users in each segment
• App store rating & reviews
• % who opt in and out of push messages
• Time spent, return visits
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Thank You
Q & A linkedin.com/in/brianegerup
mobtimizers.com @mobtimizers
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Free book…
linkedin.com/in/brianegerupmobtimizers.com
@mobtimizers