Business Insider, Social Commerce Summit, TapSense
How to Acquire High QualityUsers for Social Commerce AppsGregory Kennedy | VP of Marketing, TapSense
App Marketing Challenge• Millions of apps in the store• Distributions models fragmented• Market is extremely competitive TapSense is solving the app discovery problem
What is Working• Consumers love apps and ad inventory increasing• Paid distributed provides consistent results• High quality acquisition methods – Beyond CPI
Conversion tracking graveyard• Too many small players• Confusing and complex• Customers just want a system that works
Announcing Our New ProductM3 Cloud• Conversion tracking for mobile apps• Mobile to web tracking of purchases• Optimize campaigns to revenue• Cohort analysis 24 / 7 Online reporting gives you the latest data about your marketing performance
Out of the Box Channel SupportChannel Name Conversion Tracking iOS Monthly Unique Reach Apps Channel YES 200 Million + Facebook YES 150 Million + Google / Admob YES 90 Million + PayPal Media YES 30 Million + UberMedia YES 40 Million + Others Integration Required
iPhone User Demographics (Forrester) • 250 Million sold and 80% of them in the US • 56% are aged 23 to 45 • Even Split Male / Female • Avg annual household income $105,200 (NBC News $77,220) • Clustered in affluent metros: SF, LA, NY, SEA, ATL, CHI, etc.h"p://techcrunch.com/2012/09/26/forrester-‐iphone-‐app-‐users-‐young-‐and-‐wealthy-‐android-‐app-‐users-‐skew-‐older/
Why Advertise?It’s the only way to get consistent andmeasureable results, that will grow your business.
And mobile is significantly cheaper than PC TapSense Google Adwords PC Display Banners Avg. CPC $0.05 to $0.40 $1.04 $0.35 Avg. CTR 2.43% 0.40% 0.05% Avg. Conversion Rate 7% to 11% 5.30% 0.6% Avg. Cost per Conversion $3.46 $19.74 $58.3Averages based on TapSense Platform Data and Tapsense Research from publicly available data.
The Winning Strategy for RetailMove your web business to mobile, and acquirehigh value users for cheap.
This Opportunity Won’t Last Forever• TapSense avg. monthly CPC has almost doubled YoY• Acquisition costs for high quality users are going up Current Rates Expected Monthly Volume iPhone CPC $0.15 45M + Clicks iPhone CPC $0.10 15M to 45M Clicks iPhone CPC $0.05 0 to 15M Clicks
Consumers Love to Shop From Their Smartphone • 16.3% of 2012 Black Friday sales came from mobile • Up a full 20.7% from 2011h"p://tech.fortune.cnn.com/2012/11/25/apple-‐ipad-‐black-‐friday/
“A whopping 56% of all of Fab’srevenue in the U.S. was via ourmobile apps on Christmas in theU.S. — a new single day record.”Jason Goldberg,CEO of Fab
10 Mobile Acquisition Best Practices for Retail
Ten Acquisition Best Practices for Retail1. Optimize to Revenue not CPD Revenue ROI CreaGve Name Installs Ad Spend CPD $4,506.06 96.0% iPhone CreaGve A 650 $4,693.94 $7.22 $3,542.69 74.7% iPhone CreaGve B 1044 $4,743.98 $4.54 $3,231.67 72.9% iPhone CreaGve C 741 $4,431.32 $5.98 $2,433.91 46.9% iPhone CreaGve D 953 $5,193.40 $5.45
Ten Acquisition Best Practices for Retail2. Provide a Clear Mobile Value Proposition Low Performer Top Performer Pinterest has Provides clear limited appeal for value proposition this audience with iPad user
Ten Acquisition Best Practices for Retail3. Plan for Seasonality • Christmas Day • Black Friday • Cyber Monday • Back to School • Fall Fashion • Chinese New Year
Ten Acquisition Best Practices for Retail4. Make Acquisition Part of Larger StrategyThese ads show good alignment between acquisition andlarger marketing efforts.
Ten Acquisition Best Practices for Retail5. Keep Ad Copy and Messaging Simple
Ten Acquisition Best Practices for Retail6. Use Cohort Analysis to Identify Trends Example: identify best performing channels return on revenue
Ten Acquisition Best Practices for Retail7. Use Internal Business Data to Drive Marketing • Feature popular entry level items in advertisements • Use product variety to interest new users • Know your customer purchase cycle and advertise around it
Ten Acquisition Best Practices for Retail 8. Focus on Quality and Scale TapSense Source A Source B Source C Avg. CTR 1.5% 0.05% 0.33% 0.81% Avg. CVR 1.88% 1.0% 18% 0.89% Avg. CPA $5.72 $6.24 $4.5 $7.59 Spend $179,530 $27,791 $9,243 $30,010 Conversions 33,821 4,456 2,043 3,949 TapSense was the only channel that delivered high quality users at scale.Blinded campaign data from TapSense campaigns that ran over a 15 day period.
Ten Acquisition Best Practices for Retail9. Test and Optimize Your App Store Page
Ten Acquisition Best Practices for Retail10. Find Partners Who Speak Your Language TapSense Solution for Mobile Retail • Conversion Tracking • Optimize to Revenue • Cohort Analysis • Acquire Shoppers not Users