Successfully reported this slideshow.
We use your LinkedIn profile and activity data to personalize ads and to show you more relevant ads. You can change your ad preferences anytime.

Mobile Engagement [#openIQUII - Workshop]

1,562 views

Published on

Giovedi 18 febbraio si è tenuto il workshop #openIQUII dedicato al Mobile Engagement.
In queste slide puoi trovare informazioni, dati, novità e best practice sull'App ed il Mobile Engagement, sulle Push Notification e sulle strategie per il miglioramento delle Performance, con casi concreti e di successo.

Published in: Technology
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here
  • DOWNLOAD THIS BOOKS INTO AVAILABLE FORMAT (2019 Update) ......................................................................................................................... ......................................................................................................................... Download Full PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download Full EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download Full doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download PDF EBOOK here { https://soo.gd/irt2 } ......................................................................................................................... Download EPUB Ebook here { https://soo.gd/irt2 } ......................................................................................................................... Download doc Ebook here { https://soo.gd/irt2 } ......................................................................................................................... ......................................................................................................................... ................................................................................................................................... eBook is an electronic version of a traditional print book THIS can be read by using a personal computer or by using an eBook reader. (An eBook reader can be a software application for use on a computer such as Microsoft's free Reader application, or a book-sized computer THIS is used solely as a reading device such as Nuvomedia's Rocket eBook.) Users can purchase an eBook on diskette or CD, but the most popular method of getting an eBook is to purchase a downloadable file of the eBook (or other reading material) from a Web site (such as Barnes and Noble) to be read from the user's computer or reading device. Generally, an eBook can be downloaded in five minutes or less ......................................................................................................................... .............. Browse by Genre Available eBooks .............................................................................................................................. Art, Biography, Business, Chick Lit, Children's, Christian, Classics, Comics, Contemporary, Cookbooks, Manga, Memoir, Music, Mystery, Non Fiction, Paranormal, Philosophy, Poetry, Psychology, Religion, Romance, Science, Science Fiction, Self Help, Suspense, Spirituality, Sports, Thriller, Travel, Young Adult, Crime, Ebooks, Fantasy, Fiction, Graphic Novels, Historical Fiction, History, Horror, Humor And Comedy, ......................................................................................................................... ......................................................................................................................... .....BEST SELLER FOR EBOOK RECOMMEND............................................................. ......................................................................................................................... Blowout: Corrupted Democracy, Rogue State Russia, and the Richest, Most Destructive Industry on Earth,-- The Ride of a Lifetime: Lessons Learned from 15 Years as CEO of the Walt Disney Company,-- Call Sign Chaos: Learning to Lead,-- StrengthsFinder 2.0,-- Stillness Is the Key,-- She Said: Breaking the Sexual Harassment Story THIS Helped Ignite a Movement,-- Atomic Habits: An Easy & Proven Way to Build Good Habits & Break Bad Ones,-- Everything Is Figureoutable,-- What It Takes: Lessons in the Pursuit of Excellence,-- Rich Dad Poor Dad: What the Rich Teach Their Kids About Money THIS the Poor and Middle Class Do Not!,-- The Total Money Makeover: Classic Edition: A Proven Plan for Financial Fitness,-- Shut Up and Listen!: Hard Business Truths THIS Will Help You Succeed, ......................................................................................................................... .........................................................................................................................
       Reply 
    Are you sure you want to  Yes  No
    Your message goes here

Mobile Engagement [#openIQUII - Workshop]

  1. 1. MOBILE ENGAGEMENT Simone Cinelli - Riccardo Canella #openIQUII
  2. 2. LA NOSTRA ROADMAP
  3. 3. Twitta e condividi con l’hashtag #openIQUII
  4. 4. - Introduzione - Mercato e numeri del Mobile - Mobile Engagement - Push Notification - Utenti e livello di Engagement INTRODUZIONE
  5. 5. Perché gli utenti scaricano le app al giorno d’oggi? - per vivere meglio (health) - per giocare (game) - per intrattenimento (social & entertainment) - per lavoro (work & productivity) INTRODUZIONE
  6. 6. Date le numerose applicazioni esistenti, gli utenti hanno delle aspettative elevate. Per questo, le ragioni comuni che portano ad uno scarso coinvolgimento o addirittura alla disinstallazione sono: - difficoltà nell’utilizzo - cattiva User Experience/User Interface - performance non all’altezza delle aspettative - evidente mancanza di stabilità (crash, errori, ecc) INTRODUZIONE
  7. 7. MERCATO E NUMERI DEL MOBILE
  8. 8. DIGITAL AUDIENCE ITALIA
  9. 9. In Italia: - 22,4 milioni di utenti unici mensili da dispositivi mobili a dicembre 2015 (50,9% degli italiani); - il tempo speso online è di circa 1 ora e 40 minuti per persona al giorno; - il 73,3% del tempo totale speso online è generato dalla fruizione di internet da mobile (di cui l’80,4% da mobile app). DIGITAL AUDIENCE Audiweb Digital Audience - Dicembre 2015
  10. 10. DIGITAL AUDIENCE Audiweb Digital Audience - Dicembre 2015
  11. 11. DIGITAL AUDIENCE Audiweb Digital Audience - Dicembre 2015
  12. 12. SISTEMI OPERATIVI
  13. 13. SMARTPHONE OS SALES MARKET SHARE Kantar World Panel
  14. 14. ANDROID
  15. 15. ANDROID FRAGMENTATION // OS VERSION http://developer.android.com/
  16. 16. developer.apple.com + developer.android.com IOS VS ANDROID 6% 17% 77% iOS 9 iOS 8 Precedenti 1% 34% 36% 24% 3% 3% Froyo Gingerbread Ice Cream Sandwich Jelly Bean KitKat Lollipop Marshmallow
  17. 17. MOBILE ENGAGEMENT
  18. 18. Le applicazioni vengono sviluppate per un motivo ben preciso: essere utilizzate dagli utenti. Mettere online app di qualità che coinvolgano davvero le persone è un impegno importante, ma nella maggior parte dei casi si assiste ad un picco iniziale di download ed utilizzo e ad una lenta decadenza, fino all’abbandono completo. APP ENGAGEMENT
  19. 19. L’ottimizzazione e l’analisi continua permettono di individuare le aree di “stress” e frustrazione che portano gli utenti a lasciare l’app. L’esperienza vissuta tramite l’utilizzo dell’applicazione, il cosiddetto “effetto wow”, porta le persone a tornare all’interno dell’app, ad utilizzarla e consigliarla agli amici (anche lasciando recensioni positive). APP ENGAGEMENT
  20. 20. Vediamo insieme qualche dato che ci aiuta a capire come gli utenti utilizzano le applicazioni e quali sono i principali motivi dell’abbandono. APP ENGAGEMENT
  21. 21. NUMERO DI APP INSTALLATE Think With Google - Maggio 2015
  22. 22. NUMERO DI APP USATE GIORNALMENTE Think With Google - Maggio 2015
  23. 23. NUMERO DI APP USATE GIORNALMENTE (CATEGORIA) Think With Google - Maggio 2015
  24. 24. MOTIVI DELL’ABBANDONO NELL’UTILIZZO DELLE APP Think With Google - Maggio 2015
  25. 25. I tassi di abbandono più alti si trovano nelle categorie Sport e Games TASSI DI ABBANDONO Statista
  26. 26. Nel weekend si registrano i valori più alti per i dispositivi iOS. Mentre Android ha un andamento abbastanza costante. INSTALLAZIONI PER GIORNO (GLOBAL) AppsFlyer
  27. 27. Considerazioni per iOS: dalle 19 alle 21 c’è il più alto numero di installazioni (63% oltre la media). Considerazioni per Android: dalle 18 alle 21 c’è il più alto numero di installazioni (21% oltre la media). INSTALLAZIONI PER ORARIO DELLA GIORNATA (EUROPA) AppsFlyer
  28. 28. E’ necessario avere una strategia di Mobile Engagement coerente con le caratteristiche dell’applicazione ed i vostri obiettivi (di business, di monetizzazione, ecc). Ad esempio strumenti come Push Notifications e In-app messages sono d’aiuto, soprattutto per riportare gli utenti all’utilizzo con call to action decise e mirate, che diano anche motivi validi e stimolanti. MOBILE ENGAGEMENT
  29. 29. Portare l’utente verso un’esperienza “sticky”: letteralmente è il grado di “appiccicosità” e come metrica è nata in ambito web per poi passare al mobile con l’esplosione dell’analisi delle performance (e dei relativi tool). Quindi un’app le cui caratteristiche, i contenuti, il design (e marketing) guidano l’utente ad un uso ripetuto, che è fondamentale per il raggiungimento degli obiettivi di conversione e di monetizzazione. MOBILE ENGAGEMENT: OBIETTIVO
  30. 30. 1) Utilizzo dei funnel per assicurarsi che design, user experience e navigazione dell’app siano “frictionless” e intuitivi; 2) Aggiornamento frequente dell’esperienza d’uso con nuove features e contenuti personalizzati; MOBILE ENGAGEMENT: MIGLIORARE LE PERFORMANCE
  31. 31. 3) Monitoraggio Power Users per vedere come usano l’app e cosa li spinge a tornare; 4 ) Sfruttamento degli insight sul comportamento degli utenti per personalizzare push notification e messaggi in-app (sia verso gli utenti attivi che verso quelli inattivi). MOBILE ENGAGEMENT: MIGLIORARE LE PERFORMANCE
  32. 32. PUSH NOTIFICATION
  33. 33. Si tratta di un tipo di messaggio inviato da un web service verso un device, comunemente usato dalle mobile app per consegnare informazioni pertinenti ai propri utenti. Le notifiche compaiono sulla schermata Home del device dell’utente, anche se non ha l’applicazione aperta. COSA SONO LE PUSH NOTIFICATION
  34. 34. Il contenuto di una notifica push, detto payload, viene inviato da un server a un push notification service che ne garantisce il successivo invio al dispositivo payload APNS GCM Le notifiche push vengono inviate in modalità asincrona dal PNS ai dispositivi, senza che vi sia necessità da parte di questi di compiere particolari azioni di richiesta. COME FUNZIONA UNA NOTIFICA PUSH?
  35. 35. iOS Android PNS Apple Push Notification Service (APNS) Google Cloud Messaging (GCM) Requisiti Certificati push (.p12 o .pem) da generare all'interno dell'Apple Developer Console API KEY da generare all'interno della Google Developer Console Permessi Lo sviluppatore deve richiedere all'utente di accettare le notifiche push Attive di default Ricezione La notifica viene intercettata sempre dal sistema operativo e gestita nel notification center La notifica viene intercettata dal sistema operativo che la inoltra all'app di appartenenza la quale, in seguito, decide che azione intraprendere INVIARE UNA NOTIFICA PUSH
  36. 36. Nessun PNS attualmente fornisce delle funzionalità di feedback sull'avvenuta apertura delle notifiche da parte dell'utente È importante far in modo che all'apertura di una push il dispositivo invii il feedback al server, tramite chiamata HTTP, in modo da tracciare quante persone effettivamente hanno aperto la notifica. Push Notification HTTP Read Callback COME FARE ANALYTICS SULLE PUSH
  37. 37. 1) Titolo: Indica chi ha inviato la push notification. 2) Icona: Altra indicazione su chi ha inviato la notifica. 3) Testo: Visualizza il contenuto della notifica. ESEMPIO DI PUSH SU IOS 1 3 2
  38. 38. ESEMPIO DI PUSH SU ANDROID 1 2 1) Icona: Immagine/logo di chi ha inviato la notifica. 2) Titolo: Indica chi ha inviato la push notification. 3) Testo: Visualizza il contenuto della notifica. 3
  39. 39. y
  40. 40. ESEMPI DI PUSH NOTIFICATION
  41. 41. App: Gilt Category: mCommerce Transactional Push Type: “An item you like is available or on sale.” User Action Elicited: In-app purchase http://www.business2community.com/mobile-apps/8-examples-super- useful-transactional-push-messages-can-save-users-day-01162391 ESEMPIO 1
  42. 42. App: LevelUp Category: Finance Transactional Push Type: “Here’s the receipt confirming your transaction was successful.” User Action Elicited: Sense of trust and continued app use. http://www.business2community.com/mobile-apps/8-examples-super- useful-transactional-push-messages-can-save-users-day-01162391 ESEMPIO 2
  43. 43. App: GrubHub Category: Food & Drink Transactional Push Type: “Here’s an update on your order.” User Action Elicited: Continued app reliance/loyalty. http://www.business2community.com/mobile-apps/8-examples-super- useful-transactional-push-messages-can-save-users-day-01162391 ESEMPIO 3
  44. 44. App: Words With Friends Category: Games Transactional Push Type: “It’s your turn.” User Action Elicited: In-app play. http://www.business2community.com/mobile-apps/8-examples-super- useful-transactional-push-messages-can-save-users-day-01162391 ESEMPIO 4
  45. 45. App: TripAdvisor Category: Travel Transactional Push Type: “You found a great deal, but it’s about to expire so take action now.” User Action Elicited: In-app conversion event. http://www.business2community.com/mobile-apps/8-examples-super- useful-transactional-push-messages-can-save-users-day-01162391 ESEMPIO 5
  46. 46. UTENTI E LIVELLO DI ENGAGEMENT
  47. 47. UTENTI E CORTEGGIAMENTO Bisogna corteggiare gli utenti dal primo momento, generando un rapporto duraturo basato sulla fiducia reciproca. Download, onboarding, retention, engagement possono essere ricondotti ad un corteggiamento vero e proprio. Dai primi sguardi alla prima uscita insieme, fino al momento in cui non è più possibile fare a meno dell’altra metà. La promessa di valore delle app, oggi, deve puntare ad un rapporto di lungo termine con la consapevolezza che la competizione è elevata e non permette passi falsi.
  48. 48. UTENTI TEMPO LIVELLO ENGAGEMENT ESPLORATORE VISITATORE ISCRITTO PASSANTE ATTIVO DORMIENTE FIDELIZZATO SFIDE T0
  49. 49. MATRICE UTENTI/ENGAGEMENT UTENTE TEMPO STRUMENTI OBIETTIVI MOTIVI KPI ESPLORATORE [Il Primo Sguardo] <0 gg - Landing page - Social Network - Scheda Store [Un accessorio, un atteggiamento] Intercettare l’utente [Mostrare il meglio, qualcosa che colpisce] - Metadati non completi - Bassa personalizzazio ne - Visualizzazioni pagina Store - Costo per Click
  50. 50. UTENTE TEMPO STRUMENTI OBIETTIVI MOTIVI KPI VISITATORE [Il Primo Incontro] <0 gg - Landing page - Social Network - Scheda Store [Info principali, nome, cognome, cosa fa, ecc] Intercettare l’utente e incuriosirlo [Portare la conoscenza ad un livello tale da voler approfondire] - Non click sul download - Ripensamento - Visualizzazioni pagina Store - Costo per Click - Posizionamento ASO MATRICE UTENTI/ENGAGEMENT
  51. 51. UTENTE TEMPO STRUMENTI OBIETTIVI MOTIVI KPI ISCRITTO [La Prima Uscita] 0-7 gg - Onboarding - Email [Hobby, sport, passioni principali] Attivazione + Effetto wow (FTUE) [Raccontarsi e scambiarsi le informazioni] - Inutilizzo - Scarsa chiarezza sulla reason why - Download - Registrazione - Posizionamento ASO - Users (DAU, WAU) MATRICE UTENTI/ENGAGEMENT
  52. 52. UTENTE TEMPO STRUMENTI OBIETTIVI MOTIVI KPI PASSANTE [App-Zoned] 0<x<∞ - Push Notification - Email - App Update [Troppe informazioni, delusione] Riattivare l’utente [Provare a rientrare dopo una prima impressione non come le aspettative] - UX scarsa - Crash - Troppe funzioni - Session Interval - Time in App - Session Length MATRICE UTENTI/ENGAGEMENT
  53. 53. UTENTE TEMPO STRUMENTI OBIETTIVI MOTIVI KPI ATTIVO [Frequentazione] 8<15 - Push Notification - In-App Messages - Email [Condivisione dei principali interessi] Coinvolgimento [La condivisione degli interessi porta alla volontà di rivedersi sempre più spesso] - Non proporre novità - Non dare supporto - Retention - Screen Flow - Stickiness MATRICE UTENTI/ENGAGEMENT
  54. 54. UTENTE TEMPO STRUMENTI OBIETTIVI MOTIVI KPI DORMIENTE [Monotonia] 8<x<∞ - Push Notification - Email - App Update [Noia e perdita di interesse] Riattivazione [La mancanza di coerenza e/o novità porta ad annoiarsi] - No bug fixing - Mancati aggiornamenti - Cambio mission dell’app - Retention - Funneling - Preferiti - User Behavior MATRICE UTENTI/ENGAGEMENT
  55. 55. UTENTE TEMPO STRUMENTI OBIETTIVI MOTIVI KPI FIDELIZZATO [Convivenza] 16<30 - Push Notification - Email - In-App Messages [Questa è la persona giusta. è amore!] Gratificazione [La gratificazione e il senso di benessere ti fanno ad arrivare al settimo cielo] - Cullarsi sulla posizione raggiunta - Corteggiamento - Retention - Funneling - Lifetime Value MATRICE UTENTI/ENGAGEMENT
  56. 56. Q&A
  57. 57. QUESTIONARIO
  58. 58. CI VEDIAMO AL PROSSIMO #OPENIQUII
  59. 59. @IQUII #openIQUII BUON NETWORKING!

×