10 Delicious Recipes for Lean a/bs - For Consumer Brands and mCommerce

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Mobile a/b testing is here to stay. Check out the top recipes mobile product managers, marketers and developers use to optimize the user experience.

Mobile a/b testing is here to stay. Check out the top recipes mobile product managers, marketers and developers use to optimize the user experience.

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  • 1. 10 Delicious Recipes for Lean a/bs leanplum For Consumer Brands and mCommerce
  • 2. From re-activation to increasing mobile engagement and monetization, we hope these delicious A/B testing recipes will help your team optimize the mobile user experience. The Leanplum Team Leanplum unleashes the value of your user data by making it easy to A/B test and personalize mobile content and messaging. Get immediate feedback on experiments with metrics you can act on today. leanplum
  • 3. Table of Recipes Re-Activate First Time User Experience (FTUE) HOLIDAY PROMOTION ONBOARDING FLOW SOCIAL SIGN IN NEW FEATURE ANNOUNCEMENT Push Notification CART ABANDONMENT 3 7 9 1 5 Few opportunities exist that allow you to re-engage your users with a push notification without irritating them. These recipes provide the right opportunities. The cost to re-activate and keep an existing user is much lower than the cost to acquire a new user, so use this channel strategically. User flows are the lifeblood of your app. If there are any arterial blockages, users can churn after asking themselves “Now What?” The most important user flow to optimize is the first 10 seconds when a user enters your app (the first time user experience), because a majority of users will leave within this time period and never come back.
  • 4. Engage Monetize NEW FEATURE ANNOUNCEMENT In-App Message OPTIMIZE FOR SOCIAL BEHAVIOR NEW FEATURE DEPLOYMENT APP RATING SCREEN PRICE SENSITIVITY 11 13 15 17 19 No mobile app is truly static. Being lean means iterating, learning and gaining insights through data and generating new ideas to test. User engagement encompasses a broad swath of recipes, from individual UI elements within screens (call to action, copy, colors, images) to funnel analysis and optimizing for specific goals or achievements (social sharing, posting content, uploading photos, leveling up, etc). App monetization is critical for any company that relies on ROI to keep the lights on. Make sure you know who your most avid and loyal users are. They are the ones most likely to monetize, or keep monetizing.
  • 5. NEW FEATURE ANNOUNCEMENT Push Notification WHAT TO MEASURE: As a Product Manager, I want to notify users of recently launched new content and features via push notification to maximize engagement and retention. • Push notification: - text - deep link location - in-app message (aka landing page) Re-Activate As you develop a cadence of announcements, measure and get feedback on which features and content different user segments find the most relevant and engaging. Be sure to measure and optimize your campaigns by the most responsive user segments and A/B test your messaging. 1 Difficulty level: Novice Impact: 3/5 WHAT TO A/B TEST: GOAL: leanplum Pro-Tip:
  • 6. WHAT TO MEASURE: WHO TO TARGET: • Push notification: - total deliveries - total open - open rate • New feature or content clicks per user • DAU/MAU • Day 1, 3, 7, 14, 30 retention • ARPU, ARPPU All users
  • 7. HOLIDAY PROMOTION As a Marketer, I want to re-engage inactive users with a seasonal promotion (aka tentpole event) push notification. • Push notification: - text - discount coupon - in-app message (aka landing page) - deep link location Re-Activate Sending special offers via push notification during seasonal events like holidays is a good tactic to re-activate users who may be more receptive during these times. 3 Difficulty level: Basic Impact: 2/5 WHAT TO A/B TEST: leanplum Pro-Tip: GOAL:
  • 8. WHAT TO MEASURE: WHO TO TARGET: • Push notification: - total deliveries - total opens - open rate • Promoted item clicks per user • Time spent in app per daily user • DAU/MAU • Day 1, 3, 7, 14, 30 retention • ARPU / ARPPU All users during the seasonal event
  • 9. CART ABANDONMENT As a Marketer, I want to re-engage users who added items to the cart but did not go through with their purchase. • Push notification - text - discount coupon Re-Activate This recipe is a must-do for marketers. Use targeted local push notifications as a best practice to re-engage with a user’s purchase intent. Offering a discount or special offer may persuade them to come back and complete their purchase. Pair this with a corresponding in-app message to maintain consistency in offer messaging and incentives. 5 Difficulty level: Intermediate Impact: 3/5 WHAT TO A/B TEST: leanplum Pro-Tip: GOAL:
  • 10. WHAT TO MEASURE: WHO TO TARGET: • Push notification: - total deliveries - total opens - open rate • Checkout occurrences per user • Time spent in app per daily user • DAU/MAU • Day 1, 3, 7, 14, 30 retention • ARPU / ARPPU All users who add items to a cart but don’t complete the purchase within a certain period of time
  • 11. ONBOARDING FLOW As a Product Manager, I want to experiment with a completely new re-designed onboarding flow to optimize the completion rate. • Onboarding flow - Number of onboarding steps - Onboarding completion incentive on / off - New onboarding flow on / off FirstTimeUserExperience(FTUE) A large majority of users will abandon your app in the first 30 seconds. Continuously optimizing the on-boarding experience ensures there is no “now what” moment. Lifts in on-boarding completion rates can have a much larger impact downstream. 7 Difficulty level: Intermediate Impact: 5/5 WHAT TO A/B TEST: leanplum Pro-Tip: GOAL:
  • 12. WHAT TO MEASURE: WHO TO TARGET: • Funnel Analysis: - onboarding completion rate - step-to-step completion rate - time spent in each step - time spent from first to last step • Time spent in app per daily user • DAU/MAU • Day 1, 3, 7, 14, 30 retention • ARPU / ARPPU New users
  • 13. SOCIAL SIGN-IN As a Product Manager, I want to maximize the number of new users who sign in / create a profile with a social plug-in (FB / Twitter / Google+). • Number of registration form fields • Position of social sign in button • Sign in screen text, look & feel FirstTimeUserExperience(FTUE) One-tap social sign-ins reduce friction when compared to email registration, and enable app developers to capture a richer set of user data to better tailor the user experience. As a best practice, you should always tell your users why you want them to login with a social sign-in so they have context for the request. 9 Difficulty level: Intermediate Impact: 4/5 WHAT TO A/B TEST: leanplum Pro-Tip: GOAL:
  • 14. WHAT TO MEASURE: WHO TO TARGET: • Funnel Analysis: - social sign in rate - manual sign in rate - step-to-step completion rate - time spent in each step - time spent from first to final step • Avg. 1st session length • Time spent in app per daily user • DAU/MAU • Day 1, 3, 7, 14, 30 retention • ARPU / ARPPU New users
  • 15. NEW FEATURE DEPLOYMENT As a Product Manager, I want to test new content or features on a subset of my users first to avoid hurting engagement or monetization. • On-off switch for the new content or feature Engage Sophisticated mobile product teams rollout new features and content gradually first to a small percentage of their users, and then step-by- step to 100% of their user base. Using this method mitigates the risk of any new release negatively affecting your user experience. 11 Difficulty level: Intermediate Impact: 5/5 WHAT TO A/B TEST: leanplum Pro-Tip: GOAL:
  • 16. WHAT TO MEASURE: WHO TO TARGET: • New feature or content: - total views - total clicks - click-through rate • Time spent in app per daily user • DAU/MAU • Day 1, 3, 7, 14, 30 retention • ARPU / ARPPU Smaller percent of users, potentially limited to Tier 2 regions or markets first, then 100% of users.
  • 17. NEW FEATURE ANNOUNCEMENT In-App Message WHAT TO MEASURE: As a Product Manager, I want to notify returning users of recently launched new content and features via in-app messaging to maximize engagement and retention. • In-app message - headline text - body text - background image - call-to-action color, copy, placement • In-app message on / off Engage Your app is never static. You want your users to know there is always something new and exciting in store for them. Not everyone will be interested in every new feature, so make sure you target your announcement to the most relevant user segment. 13 Difficulty level: Novice Impact: 2/5 WHAT TO A/B TEST: leanplum Pro-Tip: GOAL:
  • 18. WHAT TO MEASURE: WHO TO TARGET: • In-app message: - total views - total clicks - click-through rate • New content or feature clicks per user • Time spent in app per daily user • DAU / MAU • Day 1, 3, 7, 14, 30 retention • ARPU, ARPPU Returning users when the app starts, but only once per user
  • 19. OPTIMIZE FOR SOCIAL BEHAVIOR As a Product Manager, I want to maximize social engagement opportunities for my most viral users but limit them for my less social users. • Social sharing features on / off Engage You want to optimize virality as much as possible for highly social users. However, non-social users will not respond to requests to share/post achievements and should have limited exposure to social requests in order to prevent them from churning. 15 Difficulty level: Intermediate Impact: 3/5 WHAT TO A/B TEST: leanplum Pro-Tip: GOAL:
  • 20. WHAT TO MEASURE: WHO TO TARGET: • Social sharing features: - total views - total clicks - click-through rate • Social vs. non-social user funnel analysis • Time spent in app per daily user • DAU/MAU • Day 1, 3, 7, 14, 30 retention Start with all users, then target social / non-social personas
  • 21. APP RATING SCREEN As a Product Manager, I want to optimize for a 5 star rating by requesting happy users to rate my app at the appropriate time. • In-app message: - headline text - body text - background image - call-to-action color, copy, placement • In-app message on / off Engage High average app ratings are a driving force behind gaining more organic and viral installs of your app. Low ratings can hurt the adoption of your app. If you are running paid marketing campaigns, low ratings can significantly increase your overall cost-per- acquisition. To optimize for the highest rating, try showing the rating screen at moments of high user engagement or flow. 17 Difficulty level: Basic Impact: 3/5 WHAT TO A/B TEST: leanplum Pro-Tip: GOAL:
  • 22. WHAT TO MEASURE: WHO TO TARGET: • Total 4 or 5 star ratings • Time spent in app per daily user • DAU/MAU • Day 1, 3, 7, 14, 30 retention • ARPU, ARPPU All users who pass an emotional milestone event and spent some time in the app. Limit to once per user.
  • 23. PRICE SENSITIVITY As a Product Manager, I want to maximize total revenue by testing price points and discounts for items in my inventory. • Price point • Storefront - look and feel - text - call-to-action button placement, text, color, size - background image Monetize Be sure to slice your data and zero in on specific user segments when doing analysis. For example, you may find a meaningful lift in purchase rates and revenue amongst males ages 18-24 whereas there may be no noticeable effect on females aged 46-55 for the same experiment. 19 Difficulty level: Intermediate Impact: 3/5 WHAT TO A/B TEST: leanplum Pro-Tip: GOAL:
  • 24. WHAT TO MEASURE: WHO TO TARGET: • Time spent in app per daily user • DAU/MAU • Day 1, 3, 7, 14, 30 retention • ARPU / ARPPU All users. Consider targeting by country.
  • 25. contact@leanplum.com +1 415-230-0397