CleverTap empowers consumer (B2C) companies to use user data, automation, AI/ML and personalization techniques to constantly optimize customer experiences in order to improve the
impact across the entire customer lifecycle.
2. Kara Dake
VP of Growth
Clevertap
James Cooper
Director
Business of Apps
Peggy Anne Salz
Analyst
Mobile Groove
Intros
Jessica Osorio
Growth Lead, Mobile
Mozilla
4. CleverTap is an Intelligent Mobile Marketing
Platform
CleverTap empowers consumer (B2C) companies to use user data, automation, AI/ML and
personalization techniques to constantly optimize customer experiences in order to improve the
impact across the entire customer lifecycle
5. Understand and segment your users better
Rich User Profiles
• Track every user, logged-in or not
Events Tracking and Trends
• Track user activity in real-time
Funnels & Cohorts
• Find out user drop-offs
• View retention cohorts
Pivots
• Compare data across multiple properties
Flows
• View exactly how your users flow through your app
Attribution
• Optimize your campaign spends across channels
Uninstall Tracking
• Track and analyze app uninstalls
Omni Channel Marketing
• Engage with push notifications, sms, emails, remarketing
campaigns, trigger workflows and much more
6. Push Notifications
In-App Notifications
Email Messages
Web Notifications
Browser Push notifications
Facebook Remarketing
Engage and
Measure the
effectiveness
of your
campaigns
Personalize messages based on who they are, or
what they’ve done
7. MobileGroove is a top 50 ranked mobile tech
website, Peggy Anne Salz is a top mobile
influencer
Top 30
@peggyanne
engaged followers
on Twitter
200K+
Podcast downloads
per month
16K
Connections with top
industry leaders on
LinkedIn
3K+
CCO Top 23
Mobile Marketing
Association
Mobile Marketing
Influencer
Hottest demand gen
podcasts
Influence Network Reach
CCO
Mobile Growth
Fellowship
Expertise in mobile,
apps, engagement,
marketing & AI
Analyst
8. Mozilla operates a portfolio of successful, high-
engagement apps
Google Play
9. Today’s Agenda
James – Cracking the Retention Code1
Kara – Retention Benchmarks & Strategies2
Peggy & Jessica - App Retention Q&A3
17. Apps are like mazes
Your users are constantly navigating through them and getting lost, or finding value.
18. Looking into Churn
# On average, almost 80% of users have churned the day after the app install
# Only 12% of users are still active seven days after the install
20. #CleverTips
• Greet users with a welcome message on
first app launch
• Nudge users to register via an in-app
message that focuses on Subscription
benefits or highlights popular content
• Offer a brief product tour that covers the
most important actions users take inside
the app
User Onboarding Benchmark
21. #CleverTips
• Ask users about their favorite genres or
categories to start delivering a
personalized experience
• Send campaigns with personalized
recommendations or popular content
• Prompt users to opt-in for push
notifications to Increase reachability
From Onboarding to Engagement Benchmark
22. #CleverTips
• Eliminate friction points whiting your apps
by tracking user behavior using path
analysis tools suck as CleverTap’s Flows
• Win back users with time-sensitive,
targeted promotional offers
• Request user feedback to understand the
reasons for uninstalls
Reinstall Benchmark
30. Only 45% of users opt in to push
notifications.
• Send reminders to new users
• Target user drop offs
• Send booking reminder messages
• Re-engage lapsed users
• Make these messages timely,
• personalized and contextual
Push Notifications
31. In-App
Use for “Drip Marketing” Welcome Campaigns,
Achievements and badges, and cross-
promotion cards.
In-app messaging shows up for a limited amount
of time (15 seconds), so you need to keep it short
and sweet.
Use the messaging to make your app feel
dynamic and highlight new features and offerings
32. SMS
Text message have 99% open rate
SMS marketing has the highest click through rate
(CTR) of hyperlinks (6.16%),
Craft a strong value proposition and clear
call-to-action
Prominently position the SMS opt in
message across your digital platform –
website, email, social media channels, and
mobile websites
1
2
33. Average open rate for all industries was 21.73% and the average click-through rate was 3.57%.
Boost loyalty
Win people back
Turn website visitors into
customers
Recover abandoned carts
Personalize product
recommendations
Email Marketing
34. - Allows marketers to bring users to specific
content within the app
- Better user experience + Improves your
conversion rates
User opens another app
and is targeted by a
personalized ad
User clicks and is deep
linked back to the app to
complete a purchase
Deferred deep links
Direct users to content even if the app isn’t installed at the time of click. The
link will first redirect to the Apple or Google Play Store to download the, and
then take the user to the specific “deferred” content immediately after first
launch.
Deep Links
36. Questions to help define your KPIs:
What actions do you want your users to take?1
What numbers do you need to drive up?2
What are the major friction points in your app?3
What is the single most important thing a new user should do?4
What’s more important, more active users OR purchases?5
MEASURE