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Appboy eTail Germany Presentation - Delivery Hero Case Study

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During eTail Germany 2016, Appboy CRO, Myles Kleeger, shared best practices for mobile acquisition, retention, and monetization alongside Delivery Hero's Senior CRM Tech Lead, Meike Maryska.

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Appboy eTail Germany Presentation - Delivery Hero Case Study

  1. 1. MEIKE MARYSKA, CRM TECH LEAD, DELIVERY HERO MYLES KLEEGER, CRO, APPBOY A CASE STUDY IN MOBILE GROWTH: BEST PRACTICES FOR ACQUISITION, RETENTION, MONETIZATION
  2. 2. S T R I C T LY C O N F I D E N T I A L / 2 INTRODUCTIONS MEIKE MARYSKA SENIOR CRM TECH LEAD,
 DELIVERY HERO MYLES KLEEGER CRO,
 APPBOY
  3. 3. S T R I C T LY C O N F I D E N T I A L / 3 DELIVERY HERO TKTKT Operating in 34 markets across FIVE continents with 2,500 employees THE EASIEST
 WAY TO YOUR FAVOURITE FOOD Founded in May 2011 The largest food network in the world with more than 200,000 participating restaurants Global leader in the space with 12 million orders processed each month
  4. 4. S T R I C T LY C O N F I D E N T I A L / 4 MESSAGES/MO. EVENTS/MO. Founded in 2011 100+ employees and growing Offices in NYC,SF and LONDON MAU/MO. 400 + APPBOY - THE LEADING CUSTOMER RELATIONSHIP SUITE FOR MOBILE-FIRST MARKETERS M 2 +B 100 +B
  5. 5. S T R I C T LY C O N F I D E N T I A L / 5TV INTELLIGENT CRM FOR OUR MOBILE- CENTRIC WORLD WEARABLES PUSH NOTIFICATIONS IN-APP/ BROWSER MESSAGES FACEBOOK MOBILE/DESKTOP WEB NEWS FEED CARDS TV EMAILS
  6. 6. S T R I C T LY C O N F I D E N T I A L / 6 WE EMPOWER BRANDS TO BUILD
 LONG-TERM RELATIONSHIPS
 WITH THEIR CUSTOMERS
  7. 7. S T R I C T LY C O N F I D E N T I A L / 7 SOURCE: FIKSU, DECEMBER 2015, ANDROID €3,03COST PER INSTALL
  8. 8. S T R I C T LY C O N F I D E N T I A L / 8 MOST OF YOU
 WILL ONLY
 RETAIN BETWEEN 
 10-20%
 OF YOUR CUSTOMERS. 0 25 50 75 100 0 1 3 7 14 30 60 90 NEXT 5000 
 APPS DAYS SINCE APP INSTALL SOURCE: QUETTRA VIA ANDREW CHEN NEXT 100
 APPS NEXT 50 
 APPS TOP 10 
 APPS
  9. 9. S T R I C T LY C O N F I D E N T I A L / 9 SOURCE: APPBOY ANALYSIS €14to€30EFFECTIVE COST PER ENGAGED CUSTOMER
  10. 10. S T R I C T LY C O N F I D E N T I A L / 1 0 SO, HOW DO YOU INCREASE RETENTION AND GROWTH IN THIS COMPLEX LANDSCAPE?
  11. 11. S T R I C T LY C O N F I D E N T I A L / 1 1 HERE ARE FIVE COLLECTIVE LEARNINGS FOR HOWTO INCREASE RETENTION + GROWTH.
  12. 12. S T R I C T LY C O N F I D E N T I A L / 1 2 01: ONBOARDING IS ESSENTIAL.
  13. 13. S T R I C T LY C O N F I D E N T I A L / BUILD VALUE BY EDUCATING NEW CUSTOMERS FROM THE START. 1 3
  14. 14. S T R I C T LY C O N F I D E N T I A L / 1 4 PUSH NOTIFICATIONS
 ARE A MOBILE MARKETER’S BEST FRIEND. Apps that implement push see a 71% increase in two-month retention SOURCE: APPBOY PROPRIETARY DATA: *PURCHASES, CUSTOM EVENTS, APP USAGE
  15. 15. S T R I C T LY C O N F I D E N T I A L / PUSH OPT-IN RATES (IOS) B2B + FINANCE 26% RETAIL + COMMERCE 37% UTILITY 40% MEDIA + ENTERTAINMENT 46% MEDICAL + HEALTH + FITNESS 54% TRAVEL + TRANSPORTATION 50% GAMING 32% SOCIAL + MESSAGING 38% FOOD + BEVERAGE 47% EDUCATION 32% 1 5 IOS PUSH NOTIFICATION OPT-IN RATES ARE LOWER THAN YOU THINK. SOURCE: APPBOY PROPRIETARY DATA
  16. 16. S T R I C T LY C O N F I D E N T I A L / PUSH OPT-IN RATES (ANDROID) SOURCE: APPBOY PROPRIETARY DATA 52%61% 51% 52% 66% 65% 57% 66% 53% 71% B2B + FINANCE RETAIL + COMMERCE UTILITY MEDIA + ENTERTAINMENT MEDICAL + HEALTH + FITNESS TRAVEL + TRANSPORTATION GAMING SOCIAL + MESSAGING FOOD + BEVERAGE EDUCATION 1 6 SIMILARLY, CUSTOMERS ALSO OPT-OUT OF ANDROID PUSH.
  17. 17. S T R I C T LY C O N F I D E N T I A L / BOOST OPT-IN RATES WITH PROPER PRIMING. 1 7
  18. 18. S T R I C T LY C O N F I D E N T I A L / 1 8 PUSH GENERAL WELCOME PUSH WELCOME AFTER FIRST ORDER TO EARN TRUST, DELIVERY HERO FOCUSES ON BUILDING AN EXPECTED RAPPORT.
  19. 19. S T R I C T LY C O N F I D E N T I A L / 1 9 02: LEVERAGE MULTIPLE CHANNELS.
  20. 20. S T R I C T LY C O N F I D E N T I A L / 2 0 PUSH NEWS FEED CARDS IN-APP EMAIL USE MORE THAN ONE CHANNEL TOGETHER,
 AND INCREASE
 CONVERSIONS BY 2.2X
  21. 21. S T R I C T LY C O N F I D E N T I A L / 2 1 BE SURE TO MATCH EACH MESSAGE TO THE MEDIUM. SIMPLE CONTENT RICH CONTENT HIGH URGENCY LOW URGENCY PUSH EMAIL IN-APP/BROWSER 
 NOTIFICATIONS NEWS FEED
  22. 22. S T R I C T LY C O N F I D E N T I A L / 22 PUSH NEWS FEED HIGHLIGHTS NEW RESTAURANTS IN-APP MESSAGE PROMPTS USERS TO RATE ORDERS 2X UPLIFT WHEN USING MULTIPLE CHANNELS IN TANDEM. DELIVERY HERO SEES A
  23. 23. S T R I C T LY C O N F I D E N T I A L / 2 3 DELIVERY HERO CAPTURES THE STRENGTH OF EACH CHANNEL WITH SYNCED MESSAGES. PUSH MESSAGE WITH DEEPLINK IN-APP MESSAGE
  24. 24. S T R I C T LY C O N F I D E N T I A L / 2 4 03: GET CREATIVE WITH ENGAGEMENT EFFORTS
  25. 25. S T R I C T LY C O N F I D E N T I A L / 2 5 ADDING AN IMAGE TO YOUR MESSAGES RESULTS IN A
 57% UPLIFT IN CONVERSIONS. SOURCE: APPBOY PROPRIETARY DATA: *PURCHASES, CUSTOM EVENTS, APP USAGE
  26. 26. S T R I C T LY C O N F I D E N T I A L / 2 6 WHEN USING PERSONALIZATION, CONVERSION RATES ARE 3X HIGHER.
  27. 27. S T R I C T LY C O N F I D E N T I A L / 2 7 WE CREATE CONTEXTUAL RELEVANCE WITH LOCALIZATION AND PUBLIC APIS. GERMANY COLOMBIA KUWAITKOREA LATIN AMERICA
  28. 28. S T R I C T LY C O N F I D E N T I A L / 2 8 04: START EXPERIMENTING, ITERATE QUICKLY.
  29. 29. S T R I C T LY C O N F I D E N T I A L / CUSTOMERS WHO TEST, INCREASE THEIR CONVERSION RATES BY 40%. 2 9 VARIANT 1 VARIANT 2 VARIANT 3
  30. 30. S T R I C T LY C O N F I D E N T I A L / 3 0 68% OF CARTS
 ARE ABANDONED WITHOUT THE CUSTOMER
 COMPLETING A PURCHASE. Drive monetization with targeted incentives and reminders. SOURCE: ECONSULTANCY
  31. 31. S T R I C T LY C O N F I D E N T I A L / WHEN WE TEST, WE SEE HIGHER RESULTS. 3 1 VARIANT A - ABANDON CART VARIANT B - ABANDON CART PROJECTED WINNER 25% HIGHER OPEN RATE
  32. 32. S T R I C T LY C O N F I D E N T I A L / 3 2 WE OPTIMIZE TIME TO INFLUENCE CUSTOMERS WITH ABANDONED CART CAMPAIGNS. 8-30M WINDOW OF TIME 20X UPLIFT IN AVG CONVERSION RATES
  33. 33. S T R I C T LY C O N F I D E N T I A L / 3 3 05: BE YOUR CUSTOMERS’ RITUAL
  34. 34. S T R I C T LY C O N F I D E N T I A L / 3 4 PEOPLE ARE 
 CREATURES OF HABIT. CONSISTENT ENGAGEMENT IS KEY TO A HEALTHY RELATIONSHIP. S T R I C T LY C O N F I D E N T I A L /
  35. 35. S T R I C T LY C O N F I D E N T I A L / 3 5 ONLY 55% OF YOUR CUSTOMERS WILL RETURN IN THE NEXT THREE MONTHS. S T R I C T LY C O N F I D E N T I A L /
  36. 36. S T R I C T LY C O N F I D E N T I A L / 3 6 IF YOU IGNORE THE RELATIONSHIP IN THE FIRST MONTH, RETENTION DROPS TO 23%. S T R I C T LY C O N F I D E N T I A L /
  37. 37. S T R I C T LY C O N F I D E N T I A L / 3 7 ALTERNATIVELY, IF YOU CONSISTENTLY INVEST IN THE RELATIONSHIP, RETENTION RISES TO 90%. S T R I C T LY C O N F I D E N T I A L /
  38. 38. S T R I C T LY C O N F I D E N T I A L / 3 8 NEWS FEED FOR LOYALTY PROGRAM PROGRESSION FIND KEY MOMENTS TO INCENTIVIZE CUSTOMERS THROUGH LOYALTY.
  39. 39. S T R I C T LY C O N F I D E N T I A L / 3 9 KEYTAKEAWAYS
  40. 40. S T R I C T LY C O N F I D E N T I A L / 4 0 1 / ONBOARDING IS ESSENTIAL 2 / LEVERAGE MULTIPLE CHANNELS 3 / GET CREATIVE WITH ENGAGEMENT EFFORTS 4 / START EXPERIMENTING, ITERATE QUICKLY 5 / BE YOUR CUSTOMERS’ RITUAL
  41. 41. S T R I C T LY C O N F I D E N T I A L / 4 1 THANKYOU MARKETING@APPBOY.COM@APPBOYAPPBOY BUSINESS INTELLIGENCE / /

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