Philippe Dumont, CEO @ AzetoneBoard Member @ Mobile Marketing Assoc.

Mobile Apps, beyond downloads, what’s next?

@phil_du

phildu@azetone.com

Mobile Apps, beyond downloads, what’s next?

• The Valley of Fear: you got tons of downloads but no one is

using your App…

• Achieving the 3 pillars of Mobile ROI: Retention, Engagement &

Conversion

• What does Mobile Success look like?

• What will next-generation Apps look like?

No One Downloads Apps Anymore!

The Retention Problem

(Basically) Only ONE Way To Get Downloads!

Bright Side: Which Mobile-App Business:

• Has more engagement than SnapChat?

• Is as big a business as Ebay?

• And is less than 5-year old?

OfferUp

OfferUp

OfferUp

10

• Simple, Clean UI

• Optimized UX

• Easier and faster to use

• http://uk.businessinsider.com

/what-is-offerup-2016-6

Test & Learn

Don’t confuse

with Trial & Error

La différence entre le plan… et la réalité !

12

Can’t trust your guts!

13

At least 50% of your experiments will NOT give the expected result!

-- Håkan Forss, Agile Coach at King

Secret #1:

You can’t improve

what you can’t measure!

Secret #2:

You need KPIs and tools to improve!

What Methodology?

14

Define KPIs

Set

Assumptions

Analyze

Results

Make

Decisions

Collect Data

Retention, Engagement & Conversion

CustomersDownloads

Retention Engagement ConversionFirst Use

Is 20% retention good or bad?

Is 20% Conversion Good or Bad?

17Source Quantcast 2016

First Use

Exceed initial customer expectations

18

Success Factors

• Easy and quick on-boarding (Login, Tutorial…)

• Simple and elegant Homepage

• Focus on one key differentiating feature

KPIs• Successful Logins vs 1st Launches

• Number of taps on key feature

• Time before 1st gesture on Login, Homepage

• % of unsuccessful gestures

• Crash Rates

• Time to launch/load pages

Tip from the Pros:

Track & optimize Login, (+ Homepage?)

based on acquisition

Retention

Get users coming for more

19

Success Factors

• Frequent content and feature updates

• Promotional / News / Event activities

• Push Notification / emailing

KPIs• # of unique users per day/week/month

• Cohort Tracking

• App Map (user flow)

• Average session length

• # of gesture and pages per session

• Usage variations per user segment

TakeIt

Tip from the Pros:

Average session time: 120 sec!!!

Engagement

Have users interact with your App

20

Success Factors

• Focus on content quality and relevance & updates

• Optimize key App UX moments

• Personalize App to user and context

KPIs• Key Page & Feature usage

• Exit rate per view

• Time and # of gesture per view

• First gestures and time between gestures

• Number of interactions per session

• % of unexpected gestures per view (zooms, up and down scrolls…)

PMU Sport

Tip from the Pros:

Identify and optimize Core vs. Overhead

Views

Conversion

Time for action!

21

Success Factors

• Optimize conversion action and funnel• Personalize App based on context (location, time, weather…) and user

profile• Save and provide purchase/usage history• Reminder to users who don’t convert

KPIs• Add to cart• % drop rates in funnel• General Conversion Rate• Final Cart value• Customer LTV

Tip from the Pros:

Never more than 3 pages or views:

Search/Select/Validate

User Flow

22

BazarChicHeatmaps

23

BazarChicHeatmaps

24

UX Analytics

25

AVendreALouer Optimizes Its UX And Boosts Its Conversion Rates

• AVendreALouer tested in production

how different UI variants were performing.

• After a few thousand conversions,

a winning variant has been identified

with full confidence

• By A/B testing its action bar,

AVendreALouer improved its

conversion rate by +36%! +36%

Le Cloud by Orange

The App requires a configuration of

which files are to be sync’ed

• Access to functionnalities must be

configuration-sensitive

• New users are driven to configuration

menus

• Recurring users access menus

optimized for regular usage

• Result: +32% Activation rate

Copyright © 2016 Criteo

Source: Criteo – Rapport d’activité sur le commerce mobile – Q4 2015

Copyright © 2016 Criteo

Conversion Rates for

optimized apps are higher

than on desktop or with

mobile web

x2x1,2

DESKTOPNAVIGATEUR MOBILE

APPLICATION

What Does Mobile Success Look Like?

Copyright © 2016 Criteo

Source: Criteo – Rapport d’activité sur le commerce mobile – Q4 2015

# of Products viewed

5,7

Added to Cart

13%

Purchase

44%

MOBILE BROWSER

# of Products viewed

22

Added to Cart

24%

Purchase

54%

APPLICATION

+286%

+85%

+23%

Optimized Apps

perform better than

Web at each step of

the Funnel

Conversion rate x2,2

What Does Mobile Success Look Like?

What Next-Gen Apps will look like?

• Look for:

• API

• Algorythms

• Bots

• Personalization

• « What we want is no longer make an App for all of our

customers, we want to make an App for each of our

customers » Yvan Delègue, Mobile Apps Director @ Orange

Rich, real-time, server-side enabled UX

It is an App World…

So the World is Yours!

Thank You!@phil_du

phildu@azetone.com

www.azetone.com

Some References You May Want to Look at:

• How delivering personalized Apps is transforming the market (Orange): https://partner.orange.com/personalized-apps/

• OfferUp review (Business Insider): http://uk.businessinsider.com/what-is-offerup-2016-6

• SlideShare Mobile Marketing Resources: http://www.slideshare.net/Phildu1/

• Azetone Youtube Channel: https://www.youtube.com/channel/UCIct991DmVWjnfJjFvihmCQ

• 2016 Mobile Trends (Azetone): http://www.slideshare.net/Phildu1/2016-mobile-trends-by-azetone

• Mobile Marketing Association: http://www.mmaglobal.com/ and http://www.mmaf.fr/