MAU Vegas 2016 — Retention is Every App's Game to Lose
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RETENTION IS EVERY APP PUBLISHER’S GAME TO LOSE
Transcript of MAU Vegas 2016 — Retention is Every App's Game to Lose
R E T E N T I O N I S E V E RY A P P P U B L I S H E R ’ S G A M E T O LO S E
The #1 challenge to mobile growth is retention.
The #1 challenge to mobile growth is retention.
“Losing 80% of mobile users is normal.” – Andrew Chen, Uber
The #1 challenge to mobile growth is retention.
“Losing 80% of mobile users is normal.” – Andrew Chen, Uber
“Snackification of digital experiences.”-Phil Libin, Evernote
The #1 challenge to mobile growth is retention.
“Losing 80% of mobile users is normal.” – Andrew Chen, Uber
“Snackification of digital experiences.”-Phil Libin, Evernote
Relevant trends in app market economy:High degree of perceived substitutabilitySuper low switching costs
Beyond retention, our customers are realizing game-changing results across the user lifecycle:
20% OF PURCHASES INFLUENCED
Engage
Acquire
Grow Retain
67% OF CHURN RISK USERS SAVED
200% INCREASE IN ENGAGEMENT
30% IMPROVEMENT IN NEW USER ENGAGMENT
Working with the world’s largest apps and companies since 2008.Media Shopping Travel & Lifestyle Tech Social
Growth as more than just a function within the company, but as a framework for the business.
MarketingProduct
UXEngineering…
...everyone thinking about the various factors that go into growth...
Acquiring new usersRetaining existing users
Viral feedback thru sharing.
By the numbers:
- 290+ million users- 200+ countries- 25 languages- 100k new downloads daily- 750k songs streamed daily- 150k videos streamed daily
Onboarding & Early Retention
“Get any user to 7+ friends in their first 10 days”
-Chamath Palihapitiya, Facebook
Shepherding customers to core product value as quickly and seamlessly as possible.
Getting early onboarding right: Deliberate behavioral segmentation.
Targeted to D1 users who have had a successful discovery but not
viewed History
Segment Notify Convert Educate
12% Click-thru, deep-linked to History view
20% CvR(92% lift over
control)
In-app message promoting new
feature
Based on new user’s discovery
behavior
Targeted to users’ who opened
previous push
Result:3-5% Bump in Early (D1-D7)
Retention
Post-onboarding retention strategy:Rich Targeting, Automation &
Testing at ScaleUser Profile Attributes
50+ key-value pairs ranging from behavioral to demographic allow us to
take in addt’l context
Scheduling
Local timezone delivery and frequency capping
allow us to scale without over-messaging
Control Groups
Holdout 5% of audience to measure impact on
engagement, conversion, retention…
Driving long-term retention through personalized content.
Opened
Responsive Users(1 or more opens in last 6
months)
Unresponsive Users(0 opens in last 6 months)
45%Opened39%
Opened16%
Opened14%
Impact on 30-day Rolling Retention %
Leveraging existing install base to launch and grow a new product.
HOUND installed on deviceNo HOUND installed on device No HOUND usage last 7d,UBER installed on device
No HOUND usage last 7d,No UBER installed on device
16% attribution rate of newly acquired Hound users at launch
week (Branch + Localytics)
6% of weekly active users come from Facebook Remarketing
Zac AghionDirector, Product
(617) 750-6684
Rainer LeebSr. Director, Growth
(123) 456-7890
Thank you. Slides available at: http://www.slideshare.net/zac.aghion/retention-is-every-apps-game-to-lose
