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.
Four Critical Concepts
You Must Embrace for
App Success in 2015
by Brian Egerup Kjærulff
CEO & CO-founder, Mobtimizers
Twi...
Introducing Speaker
• CEO & Co-founder, Mobtimizers
• 15 years digital marketing and analytics experience
• Previously Dan...
Source: Mobile App Growth Framework by Bayram Annakov - https://medium.com/@bayramannakov/mobile-app-growth-framework-c40e...
Four Critical Concepts for App success
• Strategy: Value proposition and budget allocation
• Visibility: Be visible and at...
Strategy
US Retail Industry in 2018
$5,552B
Retail Sales
$492B
E-Commerce Sales
$133B
M-Commerce Sales
Source: eMarketer, April 2014
Device Differentiation
Source: Deloitte, The New Digital Divide, April 2014
0%
20%
40%
60%
Before Going to store At the st...
Device Differentiation
Source: Deloitte, The New Digital Divide, April 2014
Mobile Influence
Actual Estimated
95 %
75 %
81 ...
Mobile Budgets
25% of sales are influenced by mobile,
yet only 5% of marketing budget is used on mobile
Source: Forrester, ...
Visibility
Fierce Competition
1.2 Million Apps in Apple App Store
1.3 Million Apps in Google Play
Source: TechCrunch, Mashable
SEO: Search Engine Optimization
SEOVisible on Search Engines
ASOVisibility in the App Stores
ASO: App Store Optimization
Source: Forrester
63%
Exploring the App Stores 

is the primary method
to finding new apps
(search & browsing)
How Apps Are...
"80 percent of success is showing up"
App Store Optimization (ASO)
Source: Mobtimizers
Visibility Cycle
ASO Case Study - DigiDoc Pulse Oximeter App
Analysis & Optimization
• Measures pulse rate and oxygen levels
• $3.99 - Paid...
Keyword Optimization
Old keywords
Optimized keywords
App Store Description
App Store Name
Analysis & Optimization
Old name
Optimized name
Pulse Oximeter
Pulse Oximeter - Heart and Oxygen Monitor
App Store Screenshots
Analysis & Optimization
Infographic Screens with selling point overlays
• United States - 16% growth
• Norway - 195%
• Japan - 203%
• Denmark - 306%
GROWTHROI (3 months)
Business Impact
Download...
Higher Category Ranking Boosts Organic Downloads
Visibility - Learnings and Take-aways
App Store Optimization
• ASO is SEO for Apps
• ASO is critical for App visibility an...
Engagement
App Loyalty Challenge
Source: TechCrunch
• 26 Apps used per month by users
• 80% of Apps are only used once
• 5% of Apps a...
Re-engagement with Push Messages
An average of 52% of smartphone users accept push
20-60% opt-out of push messages (Indust...
Engagement Methods
• Define business objectives
• Define segments & Most Wanted Responses
• Tracking of business critical ev...
• Onboarding
• Conversion
• Retention
• Loyalty
Source: Mobtimizers
App Engagement
Engagement Cycle
Create brand evangelist
Engagement Segments
Source: Mobtimizers
Engagement Segments
Engagement - Learnings and Take-aways
Engagement strategies
• Engagement is key to loyalty and also impacts Visibility
• E...
Insights
Tracking Visibility
• Rank on keywords & categories
• Installs (Downloads)
• Revenue (Paid app or In-app purchases)
• 7 / ...
Tracking Engagement
• Number of engaged users
• Number of users in each segment
• App store rating & reviews
• % who opt i...
Source: Mobile App Growth Framework by Bayram Annakov - https://medium.com/@bayramannakov/mobile-app-growth-framework-c40e...
Thank You
Q & A
linkedin.com/in/brianegerup
mobtimizers.com
@mobtimizers
Upcoming SlideShare
Loading in …5
×

Four Critical Concepts You Must Embrace for App Success in 2015

1,280 views

Published on

The App sphere is maturing and apps have become a key point touch-point for many companies.

To succeed in the app landscape, you have to launch and nurture your app with an insightful and well structured strategy. In this presentation, you will get the latest insight on how to measure and optimize app visibility and engagement.

4 concepts that we see as essential to success, if you are managing or planning to build Apps in 2015.

Mobile Strategy
App Visibilty
App Engagement
App Insights

Published in: Mobile
  • Be the first to comment

Four Critical Concepts You Must Embrace for App Success in 2015

  1. 1. Four Critical Concepts You Must Embrace for App Success in 2015 by Brian Egerup Kjærulff CEO & CO-founder, Mobtimizers Twitter: @mobtimizers
  2. 2. Introducing Speaker • CEO & Co-founder, Mobtimizers • 15 years digital marketing and analytics experience • Previously Danske Bank, Experian, GE linkedin.com/in/brianegerup mobtimizers.com @mobtimizers Brian Egerup Kjærulff
  3. 3. Source: Mobile App Growth Framework by Bayram Annakov - https://medium.com/@bayramannakov/mobile-app-growth-framework-c40e6496e544 The App Ecosystem
  4. 4. Four Critical Concepts for App success • Strategy: Value proposition and budget allocation • Visibility: Be visible and attract your target group • Engagement: Create positive user experience • Insights: Ensure fulfillment of business objectives
  5. 5. Strategy
  6. 6. US Retail Industry in 2018 $5,552B Retail Sales $492B E-Commerce Sales $133B M-Commerce Sales Source: eMarketer, April 2014
  7. 7. Device Differentiation Source: Deloitte, The New Digital Divide, April 2014 0% 20% 40% 60% Before Going to store At the store After going to the store Most likely used device Smartphone Tablet Laptop
  8. 8. Device Differentiation Source: Deloitte, The New Digital Divide, April 2014 Mobile Influence Actual Estimated 95 % 75 % 81 % 2012 2013 2014 $159B $539B $1,100B 5% 19% 25%
  9. 9. Mobile Budgets 25% of sales are influenced by mobile, yet only 5% of marketing budget is used on mobile Source: Forrester, Digital Maturity Online Survey
  10. 10. Visibility
  11. 11. Fierce Competition 1.2 Million Apps in Apple App Store 1.3 Million Apps in Google Play Source: TechCrunch, Mashable
  12. 12. SEO: Search Engine Optimization SEOVisible on Search Engines
  13. 13. ASOVisibility in the App Stores ASO: App Store Optimization
  14. 14. Source: Forrester 63% Exploring the App Stores 
 is the primary method to finding new apps (search & browsing) How Apps Are Found
  15. 15. "80 percent of success is showing up"
  16. 16. App Store Optimization (ASO) Source: Mobtimizers Visibility Cycle
  17. 17. ASO Case Study - DigiDoc Pulse Oximeter App Analysis & Optimization • Measures pulse rate and oxygen levels • $3.99 - Paid App - No freemium option • Sold globally in the App Store • Medical category
  18. 18. Keyword Optimization Old keywords Optimized keywords
  19. 19. App Store Description
  20. 20. App Store Name Analysis & Optimization Old name Optimized name Pulse Oximeter Pulse Oximeter - Heart and Oxygen Monitor
  21. 21. App Store Screenshots Analysis & Optimization Infographic Screens with selling point overlays
  22. 22. • United States - 16% growth • Norway - 195% • Japan - 203% • Denmark - 306% GROWTHROI (3 months) Business Impact Downloads & Revenue
  23. 23. Higher Category Ranking Boosts Organic Downloads
  24. 24. Visibility - Learnings and Take-aways App Store Optimization • ASO is SEO for Apps • ASO is critical for App visibility and growth • Paid advertising can boost organic rankings • ASO is a continuous process
  25. 25. Engagement
  26. 26. App Loyalty Challenge Source: TechCrunch • 26 Apps used per month by users • 80% of Apps are only used once • 5% of Apps are still in use after 6 months
  27. 27. Re-engagement with Push Messages An average of 52% of smartphone users accept push 20-60% opt-out of push messages (Industry specific) Source: HeyCrowd Survey 2013
  28. 28. Engagement Methods • Define business objectives • Define segments & Most Wanted Responses • Tracking of business critical events and behavior • Create triggers & personalized communication • Launch, learn and adjust
  29. 29. • Onboarding • Conversion • Retention • Loyalty Source: Mobtimizers App Engagement Engagement Cycle
  30. 30. Create brand evangelist Engagement Segments Source: Mobtimizers Engagement Segments
  31. 31. Engagement - Learnings and Take-aways Engagement strategies • Engagement is key to loyalty and also impacts Visibility • Engagement strategies and tools help you treat users individually • Engagement is a continuous process • Push messages can be effective, but make them personalized
  32. 32. Insights
  33. 33. Tracking Visibility • Rank on keywords & categories • Installs (Downloads) • Revenue (Paid app or In-app purchases) • 7 / 14 / 30-day active users acquired • Cost per user acquired • % organic installs
  34. 34. Tracking Engagement • Number of engaged users • Number of users in each segment • App store rating & reviews • % who opt in and out of push messages • Time spent, return visits
  35. 35. Source: Mobile App Growth Framework by Bayram Annakov - https://medium.com/@bayramannakov/mobile-app-growth-framework-c40e6496e544 The App Ecosystem
  36. 36. Thank You Q & A linkedin.com/in/brianegerup mobtimizers.com @mobtimizers

×