Post on 13-Jul-2015
@apptentive
www.apptentive.com
Robi Ganguly
@rganguly
Buying Software Used to Be So Hard
Making Software Sucked & Had Physical Costs
Shipping Software Was Ridiculous
Getting People to USE the Software: Complicated
Along Came Shareware
• Started in 1982
• Tiny business - “Cottage Industry”- until
distribution was solved…
• By the Internet
It Was Like An “Open” App Store
The Beginning of Free To Play… (F2P)
Software
As
A
Service
A “New” Delivery Model for Enterprise Software
The Common Theme: Reduce Friction
Friction Is No Longer the Problem~
125 BILLION
OR,
17 DOWNLOADS FOR EVERY HUMAN ON
EARTH
The Real Problem
The Math of the App Business
ENGAGEMENT
Big Word #1
RETENTION
Big Word #2
Retention Is Really Evidence Of…
Retention is Likely Evidence Of:
● How many people use your app every month?
● Of those, how many use it every day?
● Of the people who downloaded your app, how
many still use it 30, 60, 90 days out?
● What is your Avg Revenue Per Customer? Over
what time?
● What is your expected Lifetime Value?
So, What Should We Be Measuring?
Real Engagement: What Do Your Customers Want?
How many customers
stop using your app
without telling you why?
90%of the people who
download your app are
gone within 6 months.
.1%of your Monthly
Active Users will
end up Rating your
app.
Where Do Your Customers Go For Help?
App Store?
E-mail?Website?
The Consumer Connection Expectation
<1%App Store Reviews
Customer Support
Surveys
Focus Groups
Social Media
So, How Can We Improve This?
Engaging With Customers In-App Is Massive
Surveys
Get Answers. Find out why your customers feel the way they do
Message Center
Two Way Conversations.Gather feedback, solve problems and develop meaningful relationships
Ratings Prompt
Feel the Love. Get people who love your app to rate it in the app store
Feedback
Delivered To You.Negative feedback delivered to you instead of the app store
More Personal
Faster Response
Times
Re-Engagement
Mechanism
20%response rate
vs. 10% online
Longer
Responses
More Data
Keeps Customer
in app
11xmore reviews
+1.5 more stars
● Find out why people use your apps.
● Figure out what’s “special” about you.
● What were people looking for when they found
you?
● What are people looking to accomplish in their
lives because of you? Is it a regular habit?
● What can you share / inform customers about to
bring them back?
Some Core Questions for Engagement
Every App Has Unique Moments
After 3 Searches
After Connecting
● When Are People Successful?
Moments of Success
● When Have People Completed Tasks?
Moments of Completion
Two Simple Concepts To Define Moments
Vocal Fans
Most Engaged
Loyal & Profitable
The “Silent” Majority
How You Use Those Moments Is Key
Vocal Critic
Represents Churn
Big Revenue Leak
Typical Retention Analysis By Category
0%
10%
20%
30%
40%
50%
1 6 11 16 21 26 31 36 41 46 51
% A
cti
ve
Weeks Since First Seen
Music Music & Audio
What Tends to Happen When Communicating
0%
10%
20%
30%
40%
50%
1 6 11 16 21 26 31 36 41 46 51
% A
cti
ve
Weeks Since First Seen
Music Music & Audio
Boost in Downloads &
Conversions
Frustrated
Consumers
Hear Back
Product
Iterations Begin
to Really Take
Effect
● Make it easy to listen
● Give yourself the ability to respond
● Design for feedback & communication
● Emphasize Relationships
● Earn and Cultivate Love
● Seriously.
Some Guiding Principles
• Guide to Measuring LTV & Increasing It
• The Math of the App Business
• Cutting Costs With Retention Marketing
• The Guide To Customer Retention for Mobile Apps
Resources to reference