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Mobile App Optimizaiton for Acquisition, Activation, Retention
The document outlines strategies for optimizing mobile app acquisition, activation, and retention, emphasizing the importance of user experience and insights. It discusses essential practices, including the significance of first impressions, effective onboarding, and the role of push notifications in retaining users. Additionally, it highlights techniques for app store optimization and review management to enhance app visibility and user engagement.
Mobile App Optimizaiton for Acquisition, Activation, Retention
- 1. Mobile App Optimizationfor Acquisition, Activation and Retention Sean Oliver
- 2. Sean Oliver -Optimizely - @SeanOliver Sean leads Mobile Product Marketing at Optimizely. Prior to Optimizely, Sean worked on Consumer Product Marketing at LinkedIn and Microsoft. When he’s not optimizing all things mobile, he can be found hiking and traveling the world.
- 3. Dave McClure’s PirateMetrics (AARRR) Startup Metrics for Pirates
- 4. Startup Metrics forPirates Push Notifications Remarketing App Store Listing In-App Advertising Social Advertising ASO New User Onboarding Waitlist In-App Purchases Ads Desktop Purchases My App Dave McClure’s Pirate Metrics (AARRR)
- 5. “Your assumptions areoften 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
- 6. What you needto know Getting Started
- 7. • 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 • Bottlenecks - what is the #1 metric you need to improve right now? • Customer insights - analytics, qualitative feedback, etc. Getting Started To successfully start a process of optimization, you’ll need:
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- 10. The process ofdriving users to install and/or use an application through either paid or organic marketing. Acquisition
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- 13. Optimizing Acquisition App StoreAds Referrals Icon Design Ad Copy App Title Screenshots App Store Listing Promotions Referral Copy Incentive First-Time User Experience
- 14. App Store Optimization Opportunitiesto influence a download decision InstaSize Photo & Video
- 15. App Store Optimization Icon Title Screenshots •Usertesting •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
- 16. App Store Optimization Testyour value prop with assets you have
- 17. App Store Optimization Usea landing page to test elements of ASO. Low-cost traffic: • Social ads • AdWords • Retargeting
- 18. App Store Optimization Bringmoments to Life with Flipagram #1 Free App in over 80 countries with almost 100 million users! DOWNLOAD Or create a landing page that looks just like your app store listing.
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- 21. Converting someone whohas downloaded an app into an active user. This metric also indicates the quality of your First Time User Experience (FTUE). Activation
- 22. Activation Hurdles 81% ofusers say an app needs to make a good first impression for them to continue using it 56% of users haven’t signed up for an app because the registration process was too long or confusing First Impressions Matter; Clarity + Speed 81% 19% 56% 44%
- 23. Optimizing User Onboarding Keysto a Great User Onboarding Experience Stay Focused Show, Don’t Tell Remove Friction Indicate Advancement Be Human Keep Educating More detail in this blog post
- 24. French Girls OptimizesActivation Increased activation from 25% to 66.5% • 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
- 25. “For us, activationis directly correlated to retention. Without activation, retention is poor.” – Jeff Farkas, Developer, French Girls
- 26. French Girls OptimizesActivation Baseline Activation Rate: 25%
- 27. French Girls OptimizesActivation Baseline Activation Rate: 25%
- 28. French Girls OptimizesActivation Winning Variation Activation 50%
- 29. Optimizing Activation When optimizingfor activation, 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?
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- 32. A measure ofhow many of your customers/users come back over time, often measured at specific intervals like “7-day retention”. Retention
- 33. Optimizing Retention Mobile appretention varies widely by app category Source
- 34. Optimizing Retention Install First-TimeUse Repeated Use Registration Customization Instant Gratification Push Notifications Email App Flow & Dynamics Notification Permissions
- 35. 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
- 36. Optimizing Retention Optimize whenand how you ask for push notification permissions: Opt-in prompts help to add context before making “the ask”
- 37. Optimizing Retention Customize futurecalls to action during onboarding: User-specific information to personalize future messaging Source
- 38. Optimizing Retention Source Onboarding Push Notifications Directusers to actions that will make them valuable long-term users:
- 39. Optimizing Retention • Thinkabout 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 Ideas for Tests:
- 40. Optimizing Retention • Arethere network effects in my app that can pull my users back in? • Is there a pattern 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? When optimizing for retention, consider:
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- 43. Optimizing App StoreReviews • 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 Reviews are important because they affect ASO
- 44. Optimizing App StoreReviews Best-in-Class: Circa Highly Recommend their Blog Post
- 45. Optimizing App StoreReviews 3 Things They Optimized: Threshold (Timing) of Request Location of Request Flow of Request 10 Sessions 3x in 1 Week Learn More in their Blog Post
- 46. Optimizing App StoreReviews The Result: More, High-Quality Reviews = Higher App Store Ranking = More Efficient Acquisition Learn More in their Blog Post
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- 48. Optimizely Mobile GuideOptimizely for Mobile optimize.ly/appoptimization optimizely.com/mobile Learn More