Research shows that nearly 90% of the people who download your app will open it only once and then delete it, and once your app has been deleted, it’s very unlikely that it will be downloaded again. This means A/B testing and optimization have never been more important within the context of mobile apps. If you don’t already have a mobile app optimization strategy, you risk missing out on an untapped opportunity to engage and monetize your mobile users. Join Khattaab Khan, from Optimizely’s Strategic Consulting team, as he shares insights and best practices on mobile app testing strategies and techniques used by some of the most downloaded apps on the market. Topics to be discussed include: - Onboarding - Engagement - Monetization - Retention

1. Mobile App Webinar:
Real Life Strategies
from the Experts

2. • Chat box is available for questions
• There will be time for Q&A at the end
• We will be recording the webinar for future viewing
• All attendees will receive a copy of the slides and
recording of today’s webinar
Just a reminder

3. About me
I’ve worked with enterprise
customers across all industries on
engagements focused on mobile
web and native app testing.
Khattaab Khan
Strategy Consultant, Optimizely

4. PEOPLE
‣Customers are task-
focused with short
attention span
‣Optimizely users
are PMs + developers

5. PROCESS
‣Constant app
iteration not
beholden to app
store approval

6. TECHNOLOGY
‣One product for testing +
personalization
across web + mobile
‣Visual editor for stylistic
experiments
‣Code blocks for
programmatic experiments

7. Immediacy on mobile vs. Discovery on desktop

8. Daily Active User / Monthly
Active User
‣Stickiness of an app over 30-day period
Sessions / Daily Active User
‣Number of times per day user returns
FTUE
‣First-Time User Experience
Cultivating Loyalty
Is the app interface
easier, more attractive +
intuitive compared to a
web experience?

9. Commonly Tested Themes: Onboarding
Carousel slides
‣Are users forced/encouraged
to explore value props?
‣Manual experience
‣Leverage swipe forward/back
Gated functionality
‣Getting users to core
functionality sooner to make
app more sticky

10. Commonly Tested Themes: Onboarding
Spotlights
‣Highlight key features during
first app load
‣Prev/next CTA

11. Case Study: French Girls
iOS app combining selfies + art
1.5MM+ downloads

12. Case Study: French Girls
Take selfie first resulted in 100% lift
in user activation

13. Commonly Tested Themes: Pre-populated inputs
Reduce friction for returning users
‣Drop-down menus
‣save last search or
‣identify locations near user
‣highlight favorites

14. Commonly Tested Themes: Toolbar
Most used features in static console
‣Main menu access
‣Badge notifications (not push)

15. What’s the lingo?
Code Blocks
‣Sections of code that change under which
conditions an object loads
‣Used for existing/new elements (all new
items must be added via code blocks)
In-App Purchases (IAPs)
Locale
‣Region that user’s App Store is set to
Cold Start vs. Foregrounding
‣Loading an app that is not in a background
state vs. returning to running app
LiveVariables
‣Variables already monitored in app that
can be assigned new values
‣Count variables
‣Display different number of articles
‣Request permissions at different times
‣Modify default search sorting
Custom Tag
‣Similar to tags on web
‣Tags interaction with a specific feature
‣User level properties (e.g. logged-in state)
‣Did a user swipe to a specific image
number in a gallery?
‣Did user select a particular filter option?

16. Mobile Editor Demo

17. FAQs
What’s transferable from your web experience?
‣Reengagement:Through the app registration process, you will collect some personal information
that can be used to encourage future app loads
How should I think about mobile audiences?
Loyal, logged-in user on web = any user on mobile
‣Downloading an app communicates a level of investment that supersedes a casual web browser
‣Nearly all apps require some level of registration to unlock functionality
To which users should I be targeting experiments?
‣Based on last activity or version
Where does Optimizely fit in my sprint planning?
‣Code blocks need to be developed and implemented before next release