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® AppAnalysis & 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

# of

dow

nloa

ds

# 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

26 Apps 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/brianegerupmobtimizers.com

@mobtimizers