SoundHound - Mobile Engagement Best Practices
Transcript of SoundHound - Mobile Engagement Best Practices
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SoundHoundRainer Leeb, Sr. Dir. Growth & Engagement, SoundHound
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Growth as more than just a function within the company, but as a framework for the business.
MarketingProduct
UXEngineering…
...everyone thinking about the various factors that go into growth...
Acquiring new usersRetaining existing users
Viral feedback thru sharing.
By the numbers:
- 300+ million users- 200+ countries- 25 languages- 100k new downloads daily- 750k songs streamed daily- 150k videos streamed daily
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SoundHoundThe most immersive Music Search and
Player experience on mobile
HoundA hands-free voice
search & assistant to quickly get what you
want
HoundifyBuild smart voice interfaces for your
apps & devices using our API
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• Approach– Grow loyal user base with engaging new features– Increase referral traffic from power users– Optimize visibility for global organic traffic
• KPIs– Power User Loyalty– WAU– Downloads
SoundHound – Global Reach
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Getting onboarding with push right: Behavioral segmentation.
User’sPersonal View D1 to user
with no visit to History
Page
Segment Notify Convert Educate
Clicks 12% Conversions 20%, 92% lift over control
Follow-up with targeted message
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4% Increase in Week 1 Retention Curves
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Post-onboarding retention strategy:Automation & Testing at Scale
Profile Attributes
Use 50+ attributes for segmentation & targeting
Frequency Capping
Rate limit automated campaigns
Control Groups
Holdout 5% of audience to measure impact
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• Approach– Structure in the lifecycle funnel– Convert organic & paid users– Keep regular users informed & engaged
• KPIs– Day 1 retention– WAU– CPI
Hound App – Early Lifecycle
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Leveraging existing install base to launch and grow a new product.
HOUND installed on deviceNo HOUND installed on device No HOUND usage last 7d,UBER installed on device
No HOUND usage last 7d,No UBER installed on device
16% attribution rate of newly acquired Hound users at launch
week (Branch + Localytics)
6% of weekly active users come from Facebook Remarketing
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Optimizing response rates with segmentation and A/B testing.
Test Winner Loser Conversion Lift
Push Copy Detailed Generic 42%
Recency of Engagement
Active 30d Active 31-60d 177%
Push Engagement
Opened Push L30d
Push Enabled 55%
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• Biggest impact in engagement– Behavorial targeting– Audience segmentation– Copy testing– Global scaling– Tracking results
• Challenges– Scaling personalized pushes– Negative reviews/uninstalls– iOS push engagement– Statistical analysis– SDK integration fatigue
What’s working/challenges
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• Conversion - UX/UI Analytics– Capture time on screen– Time to first interaction– Heatmaps and gestures– Partner integrations (Crashlytics)
• Paid Marketing efficiency - Attribution– Campaign level metrics– App Store attribution– Attribution partner integrations
• Push + Email– Personalization– Send time testing and optimization
Plans for 2017 – Grow Hound!
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THANK YOU
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