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Mobile App Optimization for User Acquisition, Activation, and Retention
The document discusses mobile app optimization strategies for acquisition, activation, and retention, led by Sean Oliver from Optimizely. Key points include the importance of first impressions, user onboarding, and utilizing push notifications to enhance user engagement and retention rates. It emphasizes the necessity of testing assumptions and metrics to improve user experience and app performance.
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Introduction to the presenters Sean Oliver from Optimizely and Thue Madsen from KISSmetrics, discussing mobile app optimization.
Introduction to Dave McClure’s Pirate Metrics (AARRR) and various marketing strategies like push notifications and app store ad targeting.
Emphasizes optimizing apps for user experience, highlighting how assumptions about app usage often fail.
Key components to begin app optimization including business cases, developer support, and customer insights.
Discusses acquisition strategies, including customer acquisition costs and ways to optimize for user onboarding.
Insights on how users discover apps and the role of app store optimization in influencing download decisions.
Defines activation in the app context and examines the importance of user onboarding experiences.
Factors impacting retention, discussing the necessary optimization actions to enhance user engagement.
Retention as a metric for user return, focusing on push notifications and user-specific experiences to enhance retention.
The role of app reviews in app store optimization and strategies for improving both quantity and quality of reviews.
Provides links and resources for further learning on mobile app optimization, followed by a Q&A session.
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Mobile App Optimization for User Acquisition, Activation, and Retention
- 1. Sean Oliver, MobileProduct Marketing, Optimizely Mobile App Optimization for Acquisition, Activation and Retention March 12, 2015
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- 3. Sean Oliver -Optimizely - @SeanOliver Sean leads Mobile Product Marketing at Optimizely. Prior to Optimizely, Sean worked on Consumer Product Marketing at LinkedIn and Microso . When he’s not optimizing all things mobile, he can be found hiking and traveling the world. Thue Madsen - KISSmetrics - @ThueLMadsen Thue is the KISSmetrics Webinar Wizard and Marketing Ops Specialist. Before joining forces with KISSmetrics, he was a Ly driver in SF, which is also how he ended up as a KISSmetrics marketer. Whenever Thue is not trying to automate everything around him, you can find him fishing and hiking in the Sierras.
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- 5. Dave McClure’s PirateMetrics (AARRR) Startup Metrics for Pirates
- 6. Dave McClure’s PirateMetrics (AARRR) Startup Metrics for Pirates Push Notifications Remarketing App Store Listing In-App Advertising Social Advertising ASO New User Onboarding Waitlist In-App Purchases Ads Desktop Purchases My App
- 7. Why Optimize? “Your assumptionsare o en wrong and how you expect people to use your app is actually not how they use it at all. When you’re optimizing your app you can see that, iterate on it, and make a more usable product.” — Ben Cole, Conversion Coordinator, MEC
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- 9. 1 Ge ing Started Whatyou need to know
- 10. To successfully starta process of optimization, you’ll need: • Business case - what’s the goal and potential impact? • Buy-in from the team and key stakeholders • Developer know-how or support to install an SDK • Bandwidth allocated in sprints for testing, or dedicated point person • Bo lenecks - what is the #1 metric you need to improve right now? • Customer insights - analytics, qualitative feedback, etc. What You Need to Get Started
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- 13. Defining Acquisition Acquisition: Theprocess of driving users to install an application and/or use the app through either paid or organic marketing.
- 14. App Store AdsReferrals Icon Design Ad Copy App Title Screenshots App Store Listing Promotions Referral Copy Incentive First-Time User Experience Optimization for Acquisition
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- 17. App Store Optimization Opportunitiesto influence a download decision InstaSize Photo & Video
- 18. App Store Optimization Icon Title Screenshots •User testing • Use as an ad • Keyword in title • Be aware of character count • Keep consistent • Treat as banner ads • Add context & value prop InstaSize Photo & Video
- 19. App Store Optimization Testyour value prop with assets you have
- 20. LOG IN WITHGOOGLE Start Your Free KISSmetrics Trial
- 21. App Store Optimization Usea landing page to test elements of ASO. Low-cost traffic: - Social ads - AdWords - Retargeting from Website
- 22. App Store Optimization Orcreate a landing page that looks just like your app store listing. Bring moments to Life with Flipagram #1 Free App in over 80 countries with almost 100 million users! DOWNLOAD
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- 25. Defining Activation Activation: Convertingsomeone who has downloaded an app into an active user. This metric also indicates the quality of your First Time User Experience (FTUE).
- 26. Activation Hurdles 81% ofusers say an app needs to make a good first impression for them to continue using it 81% 19% 56% 44% 56% of users haven’t signed up for an app because the registration process was too long or confusing Source First Impressions Ma er; Clarity + Speed
- 27. Keys to aGreat User Onboarding Experience Optimizing User Onboarding Stay Focused Show, Don’t Tell Remove Friction Indicate Advancement Be Human Keep Educating More detail in this blog post
- 28. Increased activation from25% to 66.5% French Girls Optimizes Activation • Optimizing quality of the first-time user experience (FTUE) • Create understanding of how the app works • Activation = the difference between 1-2 days of use and 7+ days of use
- 29. Activation—Retention “For us, activationis directly correlated to retention. Without activation, retention is poor.” — Jeff Farkas, Developer & Backend Architect, French Girls
- 30. Baseline Activation Rate:25% French Girls Optimizes Activation
- 31. French Girls OptimizesActivation Baseline Activation Rate: 25%
- 32. Winning Variation French GirlsOptimizes Activation Activation 50%
- 33. When optimizing foractivation, consider: • Does your app require registration? • What is the order of operations for first time users? • Does your app help users complete actions on first-time use? • Does your app live up to its value prop during onboarding? Optimizing for Activation
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- 36. Defining Retention Retention: Ameasure of how many of your customers/users come back over time, o en measured at specific intervals like “7-day retention”.
- 37. Mobile app retentionvaries widely by app category Optimizing User Retention Source
- 38. Optimizing for Retention InstallFirst-Time Use Repeated Use Registration Customization Instant Gratification Push Notifications Email App Flow & Dynamics Notification Permissions
- 39. Retention Hurdles iOS notificationsare opt-in. Generally, less than 50% of users will receive push notifications. 50% 50% 95% 5% Android notifications are opt-out, meaning nearly all users (95%) receive push notifications. Source Push Notification Differences: iOS and Android
- 40. Optimizing for Retention Optimizewhen and how you ask for push notification permissions: Opt-in prompts help to add context before making “the ask”
- 41. Customize future callsto action during onboarding: Optimizing for Retention User-specific information to personalize future messaging Source
- 42. Optimizing for Retention Onboarding PushNotifications Direct users to actions that will make them valuable long-term users:
- 43. Ideas for Tests •Think about push notification permissions in the context of your FTUE • Create a plan for enabling notifications beyond the first session • Obsess over the quality of each email or push notification you send • Encourage linking mobile and web accounts to bring customer data together and personalize the experience Optimizing for Retention
- 44. When optimizing forretention, consider: • Are there network effects in my app that can pull my users back in? • Is there a pa ern or schedule of how users start their sessions? How can it be encouraged? • What information about my users do I have that can personalize their future experiences? • Can you apply any gamification techniques to your app? Optimizing for Retention
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- 47. Reviews are importantbecause they affect ASO • Quality of reviews is important, but so is quantity • Be thoughtful about how you ask for feedback • Don’t interrupt your user’s experience • Optimize when, where, and with what tone you ask Optimizing for App Store Reviews
- 48. Best-in-Class: Circa Optimize forApp Store Reviews Highly Recommend their Blog Post
- 49. 3 Things TheyOptimized: Optimize for App Store Reviews Threshold (Timing) of Request Location of Request Flow of Request 10 Sessions 3x in 1 Week Learn More in their Blog Post
- 50. The Result: Optimize forApp Store Reviews More, High-Quality Reviews = Higher App Store Ranking = More Efficient Acquisition Learn More in their Blog Post
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- 52. 2015 KISSmetrics GuideKISSmetrics Demo h p://kiss.ly/growth h p://kiss.ly/demo
- 53. Optimizely Mobile GuideOptimizely for Mobile optimize.ly/appoptimization optimizely.com/mobile
- 54. Questions? Sean Oliver Mobile ProductMarketing Optimizely @SeanOliver Thue Madsen Marketing Operations KISSmetrics @ThueLMadsen
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