Amazon Appstore - Driving Growth & Engagement through Triggers and Rewards Programs By Ankur Prasad, Head of Marketing for Amazon Appstore at Amazon Join Amazon's Ankur Prasad, Head of Marketing from Amazon Appstore, and learn how their team has successfully driven user growth and engagement through triggers and rewards.

1. Amazon Appstore
Driving Growth &
Engagement through Triggers
and Rewards Programs
Ankur Prasad
Head of Marketing, Amazon Appstore
@Amazon

2. AMAZON APPSTORE

3. WE NOW LIVE IN
AN ENGAGEMENT
FIRST WORLD
A M A Z O N
#EngagementFirst

4. A M A Z O N
WHAT MATTERS NOW
DIDN’T MATTER YESTERDAY
Development
Focus
Design
Matters
Acquisition
Wins
Engagement
First
2008 2011 2014 2017

5. A M A Z O N
IT’S NO LONGER ENOUGH TO
JUST GET INSTALLS
77% of Users Average number of users lost after 3 days1
23% of Users Number of users that abandon an app after one use2
1 Quettra Mobile Intelligence Report
2 Localytics 2016 Report
90% of Users Average number of users lost after 30 days1
$5 CPI = $50 cost per 30-day active user
$5 CPI = $22 cost per 3-day active user
$5 CPI = $6.5 cost per user that opens app 2+ times

6. A M A Z O N
THREE STEPS
TO WIN IN
ENGAGEMENT

7. Engage customers early 37%
of the customers who
purchase, those who do so on
day 0
Keep them in the app 48%
of repeat purchases happen
within one hour of a previous
purchase
Give them a reason to come
back
64%
of revenue comes
from 3rd order +
74%
of revenue occurs
after the first 7 days
56%
of revenue occurs
after the first 30 days
Source: Kahuna, October 2016 | Amazon Appstore, March 2014 A M A Z O N

8. A M A Z O NSource: Hooked: How to Build Habit-Forming Products by Nir Eyal
THE HOOK MODEL
Notify

9. Do X Get Y
any action any product (on Amazon)
A M A Z O N

10. Do X Get Y
Do X Get Y
Do X Get Y
Do X Get Y
Acquisition
Onboarding
Engagement
Loyalty

11. Challenges Surprises Journeys
A M A Z O N

12. A FEW EXAMPLES
A M A Z O N

13. Collect 2500 Amazon Boxes. Get $10 Amazon Gift Card

14. RETENTION CAMPAIGN
A M A Z O N
TA R G E T & A C T I O N R E WA R D
Target Customer
In-active web users
Action
Read then share 10 articles a week.
$10 off

15. SURPRISE
A M A Z O N
TA R G E T & A C T I O N R E WA R D
Target Customer
New Users Onboarding
Action
Download app, read the first article,
add topics, add your email and audio
Surprise Gift

16. Congrats! You just unlocked a moment.
Journey
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BMW or MINI.

17. GET STARTED
A M A Z O N

18. @Amazon
#branchout17
Questions
Submit your questions via sli.do
Enter code Branchout2017