Download as PDF, PPTX
Uploaded byBranch
How to Trigger Repeat Behaviors and Increase User Engagement
This document discusses engagement and how to trigger repeat behaviors on mobile apps. It provides examples of how companies can use customer data from mobile interactions to better understand purchasing habits and design loyalty programs. Specifically, it finds that orders from multiple devices generate more value, apps that create relevant engagement increase brand perception, and addressing lapses in app use can boost retention. The document emphasizes testing engagement strategies with data and aligning mobile touchpoints to customer goals.
More Related Content
Similar to How to Trigger Repeat Behaviors and Increase User Engagement
How to Trigger Repeat Behaviors and Increase User Engagement
- 6. What is Engagement? Sharing+ Virality How to Trigger Repeat Behaviors Questions?
- 7. ABOUT BRANCH $113 millionin funding across 4 rounds 100+ Employees, 60% engineering Offices in SF, NYC, India, Russia, Brazil, UK 24,000 apps across the globe using links 2+ billion monthly users
- 8. Search Deep Linked Email Social DeepLinked Ads Web-to-App Campaigns BRANCH LINKS SOLVE MOBILE LINKING
- 11.
- 12. The process ofactively building, nurturing, and managing relationships with customers.
- 13. https://blog.branch.io/jet-app-banner-for-increased-app-traffic More costly toacquire users vs retain one 7x WHY FOCUS ON ENGAGEMENT It’s the first step for growth
- 14. Let me tellyou a story
- 15. After four monthsof development 10
- 16. Play Store andTechCrunch Feature 5,300
- 17. The trough ofdespair 400
- 18. Raised money &Facebook app installs 11,000
- 19. Paid install wasROI negative 700
- 20. We tried everythingwe could 200
- 21. And couldn’t figureit out 200
- 22. Our choices werelimited
- 23. It’s an industryproblem The 1000th most popular app of all time has 0.2% the adoption of the 1st. And they shut down in 2015. 1st, Facebook 10th, Skype, 12% 1000th, Pixable, 0.2%
- 24. It’s hard toacquire and retain users on mobile
- 25. • Purchasers • Responders •Evangelists • Loyal HIGHLY ENGAGED CUSTOMERS 4 CHARACTERISTICS
- 26.
- 27.
- 28. Source: https://www.internetretailer.com/2014/08/13/jackthreads-proves-deep-linking-e-mail-apps-boosts-sales Source: http://www.businessinsider.com/time-spent-mobile-browsing-vs-apps-2015-9 Appsconvert 120% better than the mobile browser App users are 2.5x as engaged as mobile web users
- 29. User A engages inapp User A shares app User B clicks on link User B downloads app User B engages in app User B shares app Double viral loop 1 2 3 4 5 • @mada299 Viral Loops
- 30.
- 31. PERSONALIZED WELCOMES Welcome userswith rewards and context
- 32. CUSTOM ONBOARDING Engage newusers with custom welcome 78% conversion to signup
- 33.
- 34. APP TO APPAFFILIATE ROUTING Partner with adjacent businesses to drive mobile commerce
- 35. APP TO APPCONNECTIONS Drive value with links that keep content 35% one-week retention
- 36. Sharing + viralityneed engagement
- 37. Engaging content =engaged users who share
- 38. Humans crave theopportunity to give advice and offer tips Why advocate marketing works - your best customers love to help out, but especially if they offer practical value. @mada299 USEFULNESS
- 39. Users click andshare because something drives an emotion in them. In general, positive emotions make people share (the happier the post, the more likely it is to be shared) Negative emotions drive more clicks. High arousing emotions drive more shares @mada299 EMOTION
- 40. The 7 High-ArousalEmotions That Make Your Content Contagious EMOTION @mada299 1. Awe 3. Anxiety2. Anger 4. Fear
- 41. The 7 High-ArousalEmotions That Make Your Content Contagious EMOTION @mada299 5. Joy 6. Lust 7. Surprise
- 42.
- 43.
- 44. Invite a friendto skip the line Incentives @mada299
- 45. 29% Referral best practices It’sbetter to get something than a discount on something. Give an incentive If you can only reward one, reward the new user. Two-sided are best Make it incredibly easy for users to share. One-step sharing is best People share when it makes them look good. Appeal to ego @mada299
- 46. How to Trigger RepeatBehaviors
- 47. Marketing is notonly much broader than selling; it is not a specialized activity at all. It encompasses the entire business. It is the whole business seen from the point of view of its final result, that is from the customer’s point of view. Concern and responsibility for marketing must therefore permeate all areas of the enterprise. There is only one valid definition of business purpose: to create a customer. Because it is its purpose to create a customer, any business enterprise has two – and only these two – basic functions: marketing and innovation. – Peter Drucker, “the founder of modern management”
- 49. Characteristics of MobileDevices
- 50. Managerial Questions How toTrigger Repeat Behavior • Is investing in mobile channels worthwhile? • Do customers interact differently depending on which device they are on? • Is mobile the cure-all remedy? How to Strategize Using “Big Data” • How can I make sense of all the consumer data I have? • How do I measure success?
- 51.
- 52. Research Example 1:Grocery Shopping on Mobile Devices
- 53. Data includes informationon customers, transactions, SKU, and sessions Customer Demographics Order Item Details
- 54. Research Design Jun 2012Jun 2013 Before the campaign (pre period) After the campaign (post period) Oct 2012 • “Natural experiment” with “big data” • Matched sampling to create a “pseudo control group” “a method for selecting units from a large reservoir of potential controls to produce a control group of modest size that is similar to a treated group with respect to the distribution of observed covariates” (Rosenbaum and Rubin 1985)
- 55. Purchase Behavior, Before/AfterM-Shopping Adoption
- 56. Multi-device orders generatethe most value •Orders placed with both PC and mobile channels have more items •Orders touched by all three device types – PCs, tablets, and smartphones – have the largest basket size •Smartphone-only orders have the smallest basket size •Orders touched by smartphones lead to the next purchase the soonest
- 57.
- 58. • Dependent variable:“how mobile” an order is • Independent variables: Number of Past Purchases and Cumulative manufacturer share-of-requirements in the category • Beta regression with random effects What do customers buy when they have to rely on mobile devices?
- 59. Buying Strategies Rank MostM-Shopped Categories 1 Weight Loss/Stop Smoking Aids 2 Beverages - Water/Seltzer/Tonic 3 Dairy Milk/Drinks/Half & Half/Cream 4 Fresh Market Produce Fruits 5 Health & Fitness Needs Rank Least M-Shopped Categories 1 Stuffing 2 Stationery Products 3 Light Bulbs/Electrical Supplies 4 Body Lotion 5 Batteries/Film/Audio Video Tapes
- 60.
- 61. Research Example 2:Branded App in a Loyalty Program Jan 2011 Apr 2014 Mobile App Check-insInformation Lookup
- 62. Point Accruals, Before/AfterAdoption of App Features
- 63. App Users andValue-to-Customers
- 64. Responses to EmailPromotions
- 65.
- 66. When customers lapsein their app use…
- 67.
- 68. Creating Relevant Engagementwith a Branded App The effectiveness of a mobile touch point is caused by the intensity that participants think about how the brand helps them achieve a goal in their lives.
- 69. Simply put, Marketingis a process It is important to know your process… •Design and features •Align •Purpose •Content •Timing
- 70. Some Takeaways –Mobile as a Shopping Channel • Ubiquitous access to storefront • Integrated marketing communication • Habit reinforcement • Long Live PCs? Not at all!
- 71. Some Takeaways –Mobile as a CRM Tool • User-friendliness • Personalized information • App value to customers and perceived utility • Complement brand value to customers • Avoid “un-sticky” pitfalls
- 72. Some Takeaways –Data-driven Strategies • Theories → Data / Systems → Models • Incorporate into business processes • Mindset of a data scientist • “Treatment” of interest • Baseline (e.g., matched control group) to quantify success • Know what “Big Data” can help solve
- 73. Contact Information &Acknowledgement • Rebecca Wang, Ph.D. rwang@lehigh.edu • Spiegel Research Center, Northwestern University http://spiegel.medill.northwestern.edu/branded-app-roi/ • Always welcome questions, ideas, and discussions • More than happy to help brainstorm research designs • Wang, R. J. H., Kim, S. J., & Malthouse, E. C. (2016). Branded apps and mobile platforms as new tools for advertising. The new advertising: Branding, content, and consumer relationships in the data-driven social media era. • Wang, R. J. H., Malthouse, E. C., & Krishnamurthi, L. (2015). On the go: How mobile shopping affects customer purchase behavior. Journal of Retailing, 91(2), 217-234. • Kim, S. J., Wang, R. J. H., & Malthouse, E. C. (2015). The effects of adopting and using a brand's mobile application on customers' subsequent purchase behavior. Journal of Interactive Marketing, 31, 28-41.
- 75.