How To Overcome The Mobile Engagement Crisis Webinar

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

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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

13



▪ Segmentation


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



▪ Segmentation


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:


vs

Imagine an app with 100,000 users


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


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



▪ Segmentation


Agenda

Increase Push audience, increase success

52% of app users have push enabled on their

phones

Industry Averages


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


(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


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


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

Localytics.com/resources

How To Overcome The Mobile Engagement Crisis Webinar

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Transcript of How To Overcome The Mobile Engagement Crisis Webinar