Optimizely Connect is a webinar series that we conduct with our best-in-class technology partners. The purpose is to give you some insight into how different technologies work together effectively so that anyone who is either using them already, or considering integrating these, can understand the ways that they can be used to optimize your customer’s user experience. What is covered in this webinar: - The challenges of an omni channel experience & the role of mobile in the customer journey - How data and analytics can be used to understand audiences and how can we measure the impact of what versions work for which of those audiences? - 5 reasons to use mobile app testing and how to to apply them You can sign up for free for the remaining webinars: http://pages.optimizely.com/optimizely-connect.html

1. The One Size Fits All Customer
Experience is Dead
Josh Todd, Localytics
Chief Marketing Officer
Oren Cohen, Optimizely
Head of Mobile

2. Speakers
Josh Todd, Localytics
Chief Marketing Officer
Oren Cohen, Optimizely
Head of Mobile

3. Questions
Duration: 45 Minutes
•Ask questions at any time
•Use the question panel
•We will answer questions at the end of the presentation
•Slides and recording will be sent out after the webinar

4. 4
Agenda
The Opportunity
Personalizing the App Lifecycle
Working together

5. 5
Mobile Dominates Digital Time Spent
65%
60%
55%
50%
45%
40%
35%
30%
Jun 2013 Dec 2013 Jun 2014
+11 pts Share of Digital Time Spent on MOBILE
-11 pts Share of Digital Time Spent on DESKTOP
+12 pts Share of Digital Time Spent on MOBILE APP
Dec 2014 Jun 2015
51%
49%
38%
42%
54%
62%
%ShareofDigitalMediaTimeSpent

6. 60MINUTES
22MINUTES
WWWAPP
Amount of time per
day the average US
mobile consumer
spends with apps
Amount of time per
day the average US
consumer spends on
the mobile web
6
Nielsen & Comscore, 2014

7. 48,000
APPS ARE DOWNLOADED FROM
THE APPSTORE EVERY 60 SECONDS.

8. 8
41APPS ARE
INSTALLED ON THE
AVERAGE
US SMARTPHONE.

9. 9
25%
THE PERCENTAGE
OF USERS WHO
ONLY OPEN AN
APP ONCE.
Localytics, 2015

10. 10
19%23%29%42%48%68%71%
Forcedsocial…
TOP 7 REASONS WHY PEOPLE
UNINSTALL MOBILE APPS*
*AS A % OF ALL
RESPONDENTS.
EACH
PARTICIPANT
MENTIONED
THREE
REASONS.

11. 11
Agenda
The Opportunity
Personalizing the App Lifecycle
Working together

12. 12
12
The App Lifecycle
Analyze usage
• Powerful app analytics: funnels,
retention, and segments
• Profiles and demographics
Grow and Retain
• Automate marketing efforts
• Measure ROI
• Pre-emptively engage at-risk
users
Engage users
• Push, in-app, and email
messaging
• Personalization
• Dynamic campaign
optimization
Acquire users
• Connect spend to LTV
• Integrated with all major ad
networks including Facebook,
Twitter, and Google
Acquire Engage &
Grow
Retain

13. 13
Acquire

14. 14
Getting started right –
Acquiring Users

15. 15
App Store Optimization
Gain visibility
in app store
searches
Optimize your
app store listing

16. 16
Paid Channels – MobileAds
Source: Litmus, 2015
Work with a mobile
advertising company to place
targeted ads in other apps

17. 17
NOT
EVERYONE
WHO DOWNLOADS
YOUR APP WILL
BECOME
A USER.

18. 18
Source: Localytics, 2015
Of users only use an app
ONCE.
25%

19. 19
Paid Channels – Attribution
Use an app analytics platform
that partners with major ad
networks and ad tracking
partners to measure
acquisition campaigns

20. 20
Engage & Grow

21. 21
Optimizing the early experience to
drive engagement through testing

22. 22
Test French Girls Optimizes Retention
• Activation is the difference
between 1-2 days of use and 7+
days of use
• Activation rate of 25%

23. 23

24. 24

25. 25
Winning variation doubled activation to 50%
Activation
50%
Copy changes
+16%

26. 26
Test French Girls Optimizes Retention
• Original: Draw a stranger! Now it’s time for you to be an artist. Tap the
pencil to draw a stranger.
• Photo First No Pressure: Draw a stranger! Tap the pencil to draw a stranger.
Don’t worry, it doesn’t have to be a masterpiece! Have fun!
• Photo First No Pressure 2: Draw a stranger! Now let’s draw somebody.You
don’t have to be a great artist, just have fun!
• Photo First No Pressure 3: Draw a stranger! Tap the pencil to draw a
stranger.You don’t have to be a great artist, just have fun!
• Photo First No Pressure 4: Let’s draw! Tap the pencil to draw a stranger.
Don’t worry, it doesn’t have to be a masterpiece! Have fun!
• Photo first ridiculous: Let the art commence. Summon your greatest abilities
and draw a stranger. You have the chance to make someone’s day.
+16%

27. 27
Optimizing onboarding to open up
communication channels

28. 28
Users with push enabled have 88% more app launches
Motivate inactive users to
return to your app with
targeted, carefully timed, and
relevant copy
Source: Localytics, 2014

29. 29
Increase your push audience, increase your success
52% of app users have push
enabled on their phones

30. 30
48% of app users DON’T
have push enabled on their phones
Increase your push audience, increase your success

31. 31
DON’T ask users to opt in
immediately after launching
the app for the first time
Be timely with your push strategy
(first launch)

32. 32
1 2 3
Welcome users with a sequence of
introductory screens
THEN, ask them to opt
in with a unique, well-
designed in-app
message

33. 33
Personalizing messages through
segmentation

34. 34
Sports Apparel App
(your entire userbase)
Segment your audience

35. 35
3% of broadcast push
messages are clicked
7% of targeted push
messages are clicked
15% of users converted 54% of users converted
BROADCAST TARGETED
Segment your audience
vs

36. 36
Imagine an app with 100,000 users
Segment your audience

37. 37
3% of 100,000 users =
3,000 opened messages
7% of 100,000 users =
7,000 opened messages
15% of 3,000 opened messages =
450 converted users
54% of 7,000 opened messages =
3,780 converted users
Segment your audience
BROADCAST TARGETEDvs

38. 38
In-app messages drive conversion
Move users further along funnels
to convert with beautiful,
branded, in-app creatives
4X HIGHER
In-app messages presented
based on an event have
conversion rates.

39. 39
Provide Relevant Targeted Experiences to Users
Buy Sell Buy Sell

40. 40
Source: http://appreviewtimes.com/ios/distribution-chart

41. 41Source: LukeW’s Design blog, http://www.lukew.com

42. 42
Phase 1 Phase 2 Phase 3
Phased Rollouts

43. 43
The App Lifecycle
Acquire Engage &
Grow
Retain

44. 44
Agenda
The Opportunity
Personalizing the App Lifecycle
Working together

45. 45
Transition to how we work together

46. 46
Localytics & Optimizely

47. 474
7
Thank You

48. 484
8
Questions?

49. Thank you!
Josh Todd, Localytics
Chief Marketing Officer
Oren Cohen, Optimizely
Head of Mobile