Key User Lifecycle Metrics for Growth & Engagement
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Key User Lifecycle Metrics for Growth & Engagement
Transcript of Key User Lifecycle Metrics for Growth & Engagement
a Key User Lifecycle Metrics for Growth & Engagement
Whois???
• Part Coder – Part Marketer – Part Product – Part Salesman • Full time Learner
• Head of Customer Development & Marketing – MoEngage • Product Manager – Vserv • Android Dev – Techjini • Co-Organizer – BlrDroid • Self Proclaimed Mobile Evangelist
• @ravivyas84 • fb.com/ravivyas • [email protected]
India’s Love for Mobile
$ 17 M $ 16 M $ 45 M $ 10 M $ 5.5 M
$ 100 M $ 13 M $ 15 M $ 40 M $ 4.5 M
Where are we?
Mobile - Goals
• Growth
Mobile - Goals
• Growth • Revenue
User Lifecycle Funnel
User Lifecycle Funnel
User Lifecycle Funnel
Acquisition Activation Revenue
Retention
Acquisition
• Paid Installs
Acquisition
• Paid Installs • SEO / ASO
Acquisition
• Paid Installs • SEO / ASO • Blogs/Reviews
Acquisition
• Paid Installs • SEO / ASO • Blogs/Reviews • PR / Ads
Acquisition
• Paid Installs • SEO / ASO • Blogs/Reviews • PR / Ads • Think outside the Box
Acquisition
• Paid Installs • SEO / ASO • Blogs/Reviews • PR / Ads • ... • ... • ... • ...
Acquisition Metrics
• Tracking Source effectiveness is important • Less $$$ - Better Quality Users
Activation
• WalkThrough / First Event
Activation
• WalkThrough / First Event • Push Reminders
Activation - Metrics
• Track a critical first event • First Photo taken • First Tweet Sent • First recording done • First Search Performed • First Product purchased • … • … • …
Retention
• Push Notification
Retention
• Push Notification • E-Mails
Retention
• Push Notification • E-Mails • System Events / ALls
Retention - Metrics
• Critical Segment – Lapsed, Engaged, Starters etc • Cohorts • DAUs/MAUs • … • …
Referral
• Share App
Referral
• Share App • Rate
Referral
• Share App • Rate • Add friend (remember dropbox?)
Referral
• Share App • Rate • Add friend • … • … • …
Referral - Metrics
• Share Event • App Downloads • … • … • …
Revenue
• Sale!!!
Revenue
• Sale!!! • Cart Abandonment Pushes
Revenue
• Sale!!! • Cart Abandonment Pushes • In-App Campaigns
Revenue
• Sale!!! • Cart Abandonment Pushes • In-App Campaigns • Upsell/Desperation Sell anything
to make the user purchase [ And retain the user]
Revenue Metrics
• Conversion – Some Critical Metrics • Purchase • Lead generated • Orders Placed • IAPs Purchased Etc
• Conversion filtered by : • Source • Acquisition Campaign • Engagement & Retention Campaign
• Other???
Tools of the Trade
