This document discusses strategies for optimizing mobile commerce apps. It focuses on acquisition through organic channels and paid acquisition, as well as retention through push notifications, search functionality, lifecycle marketing, and product optimization. For acquisition, it recommends optimizing app store optimization factors like keywords, screenshots, and reviews. For retention, it suggests using push notifications strategically and personalizing the app experience through search and CRM messaging. The goal is to drive impulse purchases and browsing behavior that is common on mobile.

1. GROWTH
&
MOBILE COMMERCE

2. “Shopping apps are the fastest
growing thing in mobile”
- Forbes, Jan 5th 2015

3. 1. ACQUISITION
a. Organic channels: ASO, organic downloads optimization
b. Paid
2. RETENTION
a. Push notifications
b. Search
c. CRM
d. Product-driven conversion optimization

4. APP STORE OPTIMIZATION
● App Title
● App Keywords
● # App Reviews > App Rating
● # Domestic Downloads
● Ratio total/active downloads
● etc.
● App Title
● App Description
● # App Reviews, App Rating
● # International Downloads
● App Video
● etc.

5. APP STORE OPTIMIZATION

6. ASO - KEYWORDS
● App title weights the most in ASO algorithm
● Optimize for navigational and categorical search
● Leverage ASO tools like Sensor Tower to optimize
for keywords with high search volume AND low
competition
● Analyze result suggestions in App Store search bar

7. ASO - SCREENSHOTS
● Communicate the value of your app
clearly - especially on the 2 first
screenshots
○ Advertising-oriented creative & copy
work
● Video previews optimization on Google
Play store through YouTube (proven to
have no impact on App Store conversion)
Ex: Threadflip

8. ● Prompt for app review after user has had a positive experience
● Integrate the review prompt to your app experience & optimize
for positive rating (see next slide)
● # reviews weighs more than app rating: ratings between 3.9 and
4.1 are acceptable
● Implement customer service practice to answer users who leave
bad reviews on Google Play store
ASO - REVIEWS

9. ASO - REVIEWS App review prompt optimization
Ex: Circa

10. ASO….AND WHAT ELSE?
● Optimize organic channels and campaigns: Web, SMS,
Email, Social, and Mobile Web
○ Track downloads/downstream activity for each organic
channel separately
○ A/B test messaging & design
○ Personalize first-user experience through deep linking
100%+ LIFT IN ORGANIC DOWNLOADS (Ex: Pinterest)
10% LIFT IN ACTIVATIONS

11. ● Organic downloads
optimization tools:
ASO….AND WHAT ELSE?

12. 1. ACQUISITION
a. Organic channels: ASO, organic downloads optimization
b. Paid
2. RETENTION
a. Push notifications
b. Search
c. CRM
d. Product-driven conversion optimization

13. CONVERSION
Source: Custora Ecommerce Pulse Mobile Report

14. PUSH NOTIFICATIONS
● Ecommerce has one of the
lowest push opt-in rates
● Yet, push done right drives
significant traffic and
revenue to apps

15. PUSH NOTIFICATIONS
● Increase opt-in rate by adding context to your push opt-in
prompt on iOS
● Decrease opt-outs and increase push efficiency by
○ Optimizing push cadence and content for lifecycle strategy
○ Being smart on copy: only communicate valuable content,
push notifications are NOT advertising
● Don’t forget transactional push notifications: abandon cart,
shipping updates, etc.
Mobile CRM/push tool:

16. PUSH NOTIFICATIONS
iOS push notifications prompt optimization
Ex: Threadflip

17. SEARCH Efficient search functionality
Ex: Gilt

18. LIFECYCLE/CRM
NEW USER ACTIVE USER
DORMANT
USER
Day ?
Day ?
CRM message types
● Discounts/offers (ex: 20%
code)
● Products (ex: personalized sale,
last item viewed)
● Features (ex: new design)
● Loyalty program updates
Communication channel types
● In-app notification
● Push notification
Mobile CRM/push tool:

19. PRODUCT OPTIMIZATION
● Developing an habit-forming product/experience is critical for
retention in the app ecosystem
● Smartphones have a small screen real-estate: content/product
personalization drives significant conversion lifts
● Shopping behavior on smartphone: impulse shopping &
browsing. Discounts, lower AOVs and unsizeable items perform
best (for now)

20. CONCLUSION
The window of opportunity is short!

21. THANK YOU
Maud Pasturaud
Growth, Secret.ly
@maudpas
www.maudpasturaud.com