Make Your Numbers go Up: How to Optimize for Conversion & Retention on Mobile" - Mariya Yao

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Make Your Numbers go Up: How to Optimize for Conversion & Retention on Mobile" - Mariya Yao, Founder & Product Strategist, Xanadu Mobile

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Make Your Numbers go Up: How to Optimize for Conversion & Retention on Mobile" - Mariya Yao

  1. 1. HELLO. NICE TO MEET YOU. I’m Mariya. I’m a Product Designer & Strategist and I specialize in creating simple and lovable products for web and mobile companies. Today, I’m going to share some learnings about optimizing for conversion & retention on mobile02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  2. 2. 22% of downloaded apps are opened just one time 62% of an app’s users are lost after one month Sources: http://www.localytics.com/blog http://blog.flurry.com/02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  3. 3. Source: http://www.localytics.com/blog02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  4. 4. How do you get over here? Source: http://www.localytics.com/blog02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  5. 5. global maximum local maximum02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  6. 6. Am I building the right product? Am I building the product right?02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  7. 7. What should we A/B test? Am I building the What platform do we build on? right product? How do we improve retention? Am I building the product right?02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  8. 8. What should we A/B test? Am I building the What platform do we build on? right product? How do we improve retention? Am I building the product right? Am I in the right market? Where are the opportunities? Do enough people want this?02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  9. 9. What should we A/B test? Am I building the What platform do we build on? right product? How do we improve retention? 10x Am I building the product right? 10% Am I in the right market? Where are the opportunities? Do enough people want this?02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  10. 10. BENCHMARKS What’s the landscape look like? BEHAVIORS What are users doing and why?02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  11. 11. How do mobile users spend their time? App Usage in November 2012 Source: http://blog.flurry.com02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  12. 12. What are the fastest growing app categories? Source: Flurry Analytics Oct 2011 - Mar 2012 http://blog.flurry.com02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  13. 13. What apps have the most loyal users? Source: http://blog.flurry.com02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  14. 14. What kind of apps make the most money? Average Monthly Revenue Licensed under Creative Commons Attribution 3.0 License Source: Developer Economics 2012 http://www.developereconomics.com02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  15. 15. Where are smartphones being adopted? Source: http://blog.flurry.com02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  16. 16. Time Spent Growth Loyalty Revenue Adoption What are the trends? Where are the opportunities? Where are the danger zones? Why have companies failed there? What can people do on mobile they weren’t able to do before? Why are people loyal to certain apps and not others? In which markets is smartphone adoption outpacing app development?02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  17. 17. BENCHMARKS What’s the landscape look like? BEHAVIORS What are users doing and why?02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  18. 18. CREATING vs. REPLACING02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  19. 19. 2009 2012 Check In Explore02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  20. 20. 76% of people use their phones to take photos May 2010 Pre-Instagram Source: Mobile Access 2010 http://www.pewinternet.org02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  21. 21. Here’s what I did pre-Instagram02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  22. 22. Here’s what I did Be Inspired pre-Instagram Notice a “photo-worthy” subject or moment02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  23. 23. Here’s what I did Be Inspired pre-Instagram Notice a “photo-worthy” subject or moment Take the Photo 20 s Navigate to Camera app, position subjects, position phone, push “take photo” button02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  24. 24. Here’s what I did Be Inspired pre-Instagram Notice a “photo-worthy” subject or moment Take the Photo 20 s Navigate to Camera app, position subjects, position phone, push “take photo” button ...if I wanted an awesome looking photo for free { Edit the Photo Navigate to Photoshop app, adjust size, cropping, colors, contrast, etc... 5m02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  25. 25. Here’s what I did Be Inspired pre-Instagram Notice a “photo-worthy” subject or moment Take the Photo 20 s Navigate to Camera app, position subjects, position phone, push “take photo” button ...if I wanted an awesome looking photo for free { Edit the Photo Navigate to Photoshop app, adjust size, cropping, colors, contrast, etc... 5m Post to Facebook 4m Navigate to app, click on “upload a photo”, select photo, from gallery, click “post”, wait for upload02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  26. 26. Here’s what I did Be Inspired pre-Instagram Notice a “photo-worthy” subject or moment Take the Photo 20 s Navigate to Camera app, position subjects, position phone, push “take photo” button ...if I wanted an awesome looking photo for free { Edit the Photo Navigate to Photoshop app, adjust size, cropping, colors, contrast, etc... 5m Post to Facebook 4m Navigate to app, click on “upload a photo”, select photo, from gallery, click “post”, wait for upload Get Feedback 10 m Get social validation through likes and comments and be motivated to repeat my action02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  27. 27. { Be Inspired Notice a “photo-worthy” subject or moment Take the Photo 20 s Navigate to Camera app, position subjects, position phone, push “take photo” button20 Edit the Photo 5m Navigate to Photoshop app, adjust size, cropping, m colors, contrast, etc... Post to Facebook 4m Navigate to app, click on “upload a photo”, select photo, from gallery, click “post”, wait for upload Get Feedback 10 m Get social validation through likes and comments and be motivated to repeat my action02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  28. 28. Be Inspired Notice a “photo-worthy” subject or moment { Take the Photo 20 s Navigate to Camera app, position subjects, position phone, push “take photo” button 1m Edit the Photo Navigate to Photoshop app, adjust size, cropping, colors, contrast, etc... 5m Post to Facebook 4m Navigate to app, click on “upload a photo”, select photo, from gallery, click “post”, wait for upload Get Feedback 10 m Get social validation through likes and comments and be motivated to repeat my action02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  29. 29. More subjects are now “photo-worthy” { Be Inspired Notice a “photo-worthy” subject or moment { Take the Photo 20 s Navigate to Camera app, position subjects, position phone, push “take photo” button 1m Edit the Photo Navigate to Photoshop app, adjust size, cropping, colors, contrast, etc... 5m Post to Facebook 4m Navigate to app, click on “upload a photo”, select photo, from gallery, click “post”, wait for upload Cooler pictures get more feedback faster { Get Feedback Get social validation through likes and comments and be motivated to repeat my action 10 m02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  30. 30. 10x BETTER vs Awesome Photos Instant Sharing Love and Adoration02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  31. 31. Are you solving a PROBLEM or NUISANCE?02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  32. 32. Will enough people be interested?02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  33. 33. Say you want to create a “Facebook Events for Mobile” Sources: http://techcrunch.com/2013/01/04/how-many-mobile-users-does-facebook-have/02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  34. 34. Say you want to create a “Facebook Events for Mobile” ~600 million MAU on mobile Sources: http://techcrunch.com/2013/01/04/how-many-mobile-users-does-facebook-have/02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  35. 35. Say you want to create a “Facebook Events for Mobile” ~600 million MAU on mobile ~147 million MAU on iOS Sources: http://techcrunch.com/2013/01/04/how-many-mobile-users-does-facebook-have/02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  36. 36. ~600 million MAU on mobile ~147 million MAU on iOS In a survey of 300+ random Facebook users: 71% had never RSVPed for an event 96% had never created an event Most of the 4% who created events created <5 events per year Sources: http://techcrunch.com/2013/01/04/how-many-mobile-users-does-facebook-have/02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  37. 37. ~600 million MAU on mobile ~147 million MAU on iOS In a survey of 300 random Facebook users: 71% had never RSVPed for an event 96% had never created an event Most of the 4% who created events created <5 events per year ~5.88 million event creators who might use your iOS app Sources: http://techcrunch.com/2013/01/04/how-many-mobile-users-does-facebook-have/02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  38. 38. Understand behaviors Am I building the& benchmarks right product? Am I building the product right?02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
  39. 39. THANKS FOR LISTENING Say hi or send questions to: mariya@xanadumobile.com And you can find the slides at: xanadumobile.com/startupproduct02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT

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