Four Critical Concepts You Must Embrace for App Success in 2015

by Brian Egerup Kjærulff CEO & CO-founder, Mobtimizers

Four Critical Concepts for App Success

• Strategy: Value proposition and budget allocation

• Visibility: Be visible and attract your target group

• Engagement: Create positive user experience

• Insights: Ensure fulfillment of business objectives

Strategy

Mobile Is Now: Smartphone Penetration (Nordic Average)

0%

25%

50%

75%

100%

2005 2007 2009 2011 2013 2015 2017 2019

ForecastedActual

Source: eMarketer

Mobile Is Now: App Usages Takes Over Desktop Usage

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 Is Now

Don’t treat Mobile devices as PCs

“... Responsive design principles have become synonymous with ‘mobile design’ to many people. While the ability to scale and modify an interface to remain comprehensible at different screen sizes is absolutely important, it is not in itself a design strategy for mobility…

Don’t Treat Mobile Devices as PCs

Source: Paul Pangaro, Ph. D. Writing for Gigaom Research

…In fact, responsive design effectively ignores the context of the mobile user by focusing only on how software responds to the constraints of the hardware screen rather than how a user responds to the possibilities of an interface."

Don’t Treat Mobile Devices as PCs

Source: Paul Pangaro, Ph. D. Writing for Gigaom Research

U.S. Retail Industry in 2018

$5,552B Retail Sales

$492B E-Commerce Sales

$133B M-Commerce Sales

Source: eMarketer, April 2014

Source: ComScore, MasterCard, & PayPal, January 2015

U.S. Retail Growth

Total Retail E-Commerce M-Commerce

43%

15%

5,5%

Holiday Sales 2014-15

Device Differentiation

Source: Deloitte, The New Digital Divide, April 2014

Mobile Influence

Actual Estimated

95 % 75 %81 %

2012 2013 2014

$159B $539B $1,100B

5% 19% 25%

Mobile Strategy Should Support Business Objectives

Source: Mobtimizers - Roadmap til jeres mobile strategi

• Increase sales

• Reduce cost

• Strengthen branding & customer relationships

• Avoid disruptive takeovers

Identify

Engineer

AnalyzeDesign

the mobile moment and context

the mobile engagement

your platform processes, and mobile

for people

results to monitor performance and optimize outcome

Start small with a platform

to extend

Source: The Mobile Mindshift - Forrester Research

Idea Framework

Source: The Mobile Mindshift - Forrester Research

Identify

• What are customers motivations?

• What does the customer need?

• What is their context?

Source: The Mobile Mindshift - Forrester Research

Engagement

• How can we offer our customers what they need in their mobile moment?

• How will we drive ongoing engagement?

• What are the mechanics of the engagement?

Source: The Mobile Mindshift - Forrester Research

Re-Engineer

• Processes

• People

• Platforms

Source: The Mobile Mindshift - Forrester Research

Analyze to Improve Outcomes

• Instrument your app or mobile service with analytics to drive performance and outcome improvements

• Develop insights based on how your customers use the app, develop and test hypotheses through A/B testing

• Consider the physical world implications of what you learn

• Iterate your app or services through agile processes

DigiDoc Technologies Asthma Whistle

• Asthma Whistle, iOS & Android • Coupling real world with mobile • Cloud based

DigiDoc Technologies Pulse Oximeter App

• Measures pulse rate and oxygen levels • $3.99 - Paid App - No freemium option • Sold globally in the App Store • Medical category

DigiDoc Technologies Pulse Oximeter App - 21.000 Downloads

DigiDoc Technologies Pulse Oximeter App - by territory

Pulse Oximeter App - Mobile Roadmap - Strategy

Nov 2013

March 2015

Jan 2014

March 2014

May 2014

July 2014

Sep 2014

Nov 2014

Jan 2014

Medical background w. market insights Disruptive model

Experimenting with pricing, A/B testing Market expansion

Apple Healthkit integration Pricing, A/B testing

Visibility

SEO: Search Engine Optimization

SEOVisible on Search Engines

ASOVisibility in the App Stores

ASO: App Store Optimization

Source: Forrester

63%Exploring the App Stores

is the primary method to finding new apps

(search & browsing)

How Apps Are Found

App Store Optimization (ASO)

Source: Mobtimizers

Visibility Cycle

Keyword Optimization

Old keywords

Optimized keywords

App Store Description

App Store ScreenshotsAnalysis & Optimization

Infographic Screens with selling point overlays

• United States - 16% growth • Norway - 195% • Japan - 203% • Denmark - 306%

GROWTHROI (3 months)

Business Impact Downloads & Revenue

Higher Category Ranking Boosts Organic Downloads

Pulse Oximeter App - Mobile Roadmap - Visibility

Nov 2013

March 2015

Jan 2014

March 2014

May 2014

July 2014

Sep 2014

Nov 2014

Jan 2014

Viral efforts (video) “Ole-skool” SEO Med-gadgets feature

Keywords App Store Optimization

ASO Keywords & Localization

Engagement

Embrace The Consumers Needs and Expectations

Currently 21% of consumers expect personalized contextual experiences.

That number is expected to jump to 50% within the next 4 years.

Source: Forrester

App Loyalty Challenge

Source: TechCrunch

• 26 Apps used per month by users

• 80% of Apps are only used once

• 5% of Apps are still in use after 6 months

• Onboarding

• Conversion

• Retention

• Loyalty

Source: Mobtimizers

App Engagement Engagement Cycle

Engagement Methods

• Define business objectives

• Define segments & Most Wanted Responses

• Tracking of business critical events and behavior

• Create triggers & personalized communication

• Launch, learn and adjust

Pulse Oximeter App - Mobile Roadmap - Engagement

Nov 2013

March 2015

Jan 2014

March 2014

May 2014

July 2014

Sep 2014

Nov 2014

Jan 2014

Health IntegrationDevelopment of user engagement plan Appboy integration

Health IntegrationMarketing Automation Optimized CRM A/B Testing

Insights

Pulse Oximeter App - Mobile Roadmap - Insights

Nov 2013

March 2015

Jan 2014

March 2014

May 2014

July 2014

Sep 2014

Nov 2014

Jan 2014

KPI Development Universal Analytics Integration

App Annie App ranking Features & Events

Digidoc Technologies - Mobile Roadmap

Nov 2013

March 2015

Jan 2014

March 2014

May 2014

July 2014

Sep 2014

Nov 2014

Jan 2014

Medical background w. market insights Disruptive model

KPI Development Universal Analytics Integration

Health IntegrationDevelopment of user engagement plan Appboy integration

Viral efforts (video) “Ole-skool” SEO Med-gadgets feature

Keywords App Store Optimization

ASO Keywords & Localization

Health IntegrationMarketing Automation Optimized CRM A/B Testing

Experimenting with Pricing, A/B testing Market expansion

App Annie App ranking Features & Events

Apple Healthkit integration Pricing, A/B testing

Tracking Visibility

• Rank on keywords & categories

• Installs (Downloads)

• Revenue (Paid app or In-app purchases)

• 7 / 14 / 30-day active users acquired

• Cost per user acquired

• % organic installs

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

Mobile Budgets

50% of searches on Google are mobile, 43% growth in m-Commerce US Holiday Sales 2014-15

25% of retail sales are influenced by mobile,

yet only 5% of marketing budget is used on mobile

Source: Forrester, Digital Maturity Online Survey

Thank You

Q & A

linkedin.com/in/brianegerupmobtimizers.com

@mobtimizers

linkedin.com/in/damounnassehidigidoctech.no @digidoctech

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