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How to optimize the mobile experience
- with insights
Brian Egerup Kjærulff
CEO & CO-founder
Mobtimizers
Twitter: @mobtimizers
Experience / Clients
• Danske Bank
• GE Money Bank
• Experian
• Arla
• Coop
• Danfoss
Visibility EngagementStrategy Insights
Our Services
Strategy
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
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
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
Customer Experience / Personalization
First iPhone, June 29, 2007December 25, 2006
Person of the year: YOU Most personal device ever
It’s all about
ME
The Mobile Mindshift
The Mobile Mindshift
“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
Me Me Me Me Me Me…
…a mobile experience should be
personalized and
relevant to the right user
at the right time…
Tip: Insights To Your Strategy
Source: Think with Google
https://www.thinkwithgoogle.com/tools/mobile-purchase-journey.html
Source: Think with Google
https://www.thinkwithgoogle.com/tools/mobile-purchase-journey.html
Tip: Insights To Your Strategy
Mobile Visibility
Source: Forrester
63%
Exploring the App Stores 

is the primary method
to finding new apps
(search & browsing)
How Apps Are Found
SEO: Search Engine Optimization
SEOVisible on Search Engines
ASOVisibility in the App Stores
ASO: App Store Optimization
App Store Optimization (ASO)
Source: Mobtimizers
Visibility Cycle
Case Study - Karolines Køkken® App
Analysis & Optimization
• Personalized and localized recipes
• Free, no in-App purchases
• Available in Danish App Store
• Primary category: Lifestyle
Tip: What Are People Searching For in the App Store?
Source: Sensortower
Tip - App Store Ranking Analysis
#ofdownloads
# 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
Christmas New Year Healthy Generic Generic
Example: Be Relevant in the App Stores
Screenshot experiment, increased performance with 7%
3 versions of screenshots with different placement of value proposition (overlay text)
Tip - Experiments in Google Play Store
App reviews and comments
@mobtimizers
Tip: Listen to your customers
Mobile Engagement
App Loyalty Challenge
Source: TechCrunch
26Apps used per month by users
80%of Apps are only used once
5%of Apps are in use after 6 months
Tip: Analyse Retention and Engagement in Google Analytics
Weekly - Retention rate over 90 days
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
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
Design Engagement Plan
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
Dedicated Push Tool Offers Marketing Automation
Highly segmented campaigns
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
Enhance Conversions
Source: Appboy Proprietary Data
15
30
45
60
Message personalization
increases conversions by
27+%
Generic Personalized
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%
…a successful app delivers
personalized messages
relevant to the right user
at the right time…
Push Should be personal
Push Should be personal
…a successful app delivers
personalized messages
relevant to the right user
at the right time…
segmentation
timing
customized
Mobile Insights
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
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
Thank You
Q & A
linkedin.com/in/brianegerup
mobtimizers.com
@mobtimizers
Free book…
linkedin.com/in/brianegerup
mobtimizers.com
@mobtimizers

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How to optimize the mobile experience - with insights

  • 1. How to optimize the mobile experience - with insights Brian Egerup Kjærulff CEO & CO-founder Mobtimizers Twitter: @mobtimizers
  • 2. Experience / Clients • Danske Bank • GE Money Bank • Experian • Arla • Coop • Danfoss
  • 5. 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
  • 6. 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
  • 7. 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
  • 8. Customer Experience / Personalization First iPhone, June 29, 2007December 25, 2006 Person of the year: YOU Most personal device ever
  • 9. It’s all about ME The Mobile Mindshift
  • 11. “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
  • 12. Me Me Me Me Me Me… …a mobile experience should be personalized and relevant to the right user at the right time…
  • 13. Tip: Insights To Your Strategy Source: Think with Google https://www.thinkwithgoogle.com/tools/mobile-purchase-journey.html
  • 14. Source: Think with Google https://www.thinkwithgoogle.com/tools/mobile-purchase-journey.html Tip: Insights To Your Strategy
  • 16. Source: Forrester 63% Exploring the App Stores 
 is the primary method to finding new apps (search & browsing) How Apps Are Found
  • 17. SEO: Search Engine Optimization SEOVisible on Search Engines
  • 18. ASOVisibility in the App Stores ASO: App Store Optimization
  • 19. App Store Optimization (ASO) Source: Mobtimizers Visibility Cycle
  • 20. Case Study - Karolines Køkken® App Analysis & Optimization • Personalized and localized recipes • Free, no in-App purchases • Available in Danish App Store • Primary category: Lifestyle
  • 21. Tip: What Are People Searching For in the App Store? Source: Sensortower
  • 22. Tip - App Store Ranking Analysis #ofdownloads # 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
  • 23. Christmas New Year Healthy Generic Generic Example: Be Relevant in the App Stores
  • 24. Screenshot experiment, increased performance with 7% 3 versions of screenshots with different placement of value proposition (overlay text) Tip - Experiments in Google Play Store
  • 25. App reviews and comments @mobtimizers Tip: Listen to your customers
  • 27. App Loyalty Challenge Source: TechCrunch 26Apps used per month by users 80%of Apps are only used once 5%of Apps are in use after 6 months
  • 28. Tip: Analyse Retention and Engagement in Google Analytics Weekly - Retention rate over 90 days
  • 29. 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
  • 30. 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
  • 32. 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
  • 33. Dedicated Push Tool Offers Marketing Automation Highly segmented campaigns
  • 34. 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
  • 35. Enhance Conversions Source: Appboy Proprietary Data 15 30 45 60 Message personalization increases conversions by 27+% Generic Personalized
  • 36. 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%
  • 37. …a successful app delivers personalized messages relevant to the right user at the right time… Push Should be personal
  • 38. Push Should be personal …a successful app delivers personalized messages relevant to the right user at the right time… segmentation timing customized
  • 40. 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
  • 41. 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
  • 42. Thank You Q & A linkedin.com/in/brianegerup mobtimizers.com @mobtimizers