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
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
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
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