This document discusses mobile engagement as both a crisis and an opportunity. It begins by outlining the growing amount of time users spend on mobile apps and the high percentage of apps that are used only once before being deleted. The document then frames this as a potential mobile engagement crisis. It proposes addressing this issue through focusing on the app lifecycle stages of acquire, engage & grow, and retain users. Specific tactics are provided for each stage, such as app store optimization for acquisition, push notifications and in-app messages for engagement, and personalized messaging for retention. The presentation argues that segmentation, targeting messages to the right users through multiple channels, and driving conversions can help shift engagement in a positive direction.

1. Mobile Engagement:
Crisis or Opportunity?
Josh Todd, CMO
@JoshToddMKT

2. Agenda
• Mobile Engagement Crisis
• App Lifecycle
• Special Focus: App Retention

3. 3
How did we
get here?

4. OUR APP-ETITE
IS GROWING.

5. 51 MINs
3 HOURS
AMOUNT OF TIME PER DAY THE AVERAGE
US MOBILE CONSUMER SPENDS WITH APPS.
00:22
The amount of time the
average US mobile
consumer spends per
day with apps:
AMOUNT OF TIME PER DAY THE
AVERAGE US CONSUMER
SPENDS ON THE MOBILE WEB.
eMarketer, 2015

6. APPS ARE DOWNLOADED FROM
THE APPSTORE EVERY 60 SECONDS.
Domo, 2015

7. Nielsen, 2014
APPS ARE
INSTALLED ON THE
AVERAGE
US SMARTPHONE.

8. This is all great, BUT…

9. 22%
THE PERCENTAGE
OF USERS WHO
ONLY OPEN AN
APP ONCE.
Localytics, 2015

10. 19%
23%
29%
42%
48%
68%
71%
Forced social logins
Privacy concerns
Intrusive ads
Bad UI/UX
Freezing
Complex registration
Annoying notifications
TOP 7 REASONS WHY PEOPLE
UNINSTALL MOBILE APPS*
*AS A % OF ALL
RESPONDENTS.
EACH
PARTICIPANT
MENTIONED
THREE
REASONS.

12. We are on the verge of a
Mobile Engagement crisis

13. 13
▪ 22% of apps are only used once
▪ 35% of push messages are not segmented
▪ 50% of people already view push as annoying
▪ 50% of people opt-out of push
▪ The most popular metric for determining mobile
success is “views/traffic to my app”
All signs point to tipping
in the wrong direction

14. How do we shift toward the right path?

15. App Lifecycle

16. Use the lifecycle as
an organizing
framework for
engagement
Keep it simple

17. ACQUIRE

18. App Store Optimization
Gain
visibility in
app store
searches
Optimize
your app
store listing

19. Organic Channels – Website Redirect
Redirect mobile
website traffic to
your app

20. Organic Channels – Email
Encourage email
subscribers to
download your app
53%
of emails are opened on a
mobile device.
Source: Litmus, 2015

21. Organic Channels – Social Media
Promote your app on
social platforms

22. Paid Channels – Mobile Ads
Source: Litmus, 2015
Work with a mobile
advertising company to
place targeted ads in
other apps

23. NOT
EVERYONE WHO
DOWNLOADS YOUR APP
WILL BECOME A
USER.

24. Source: Localytics, 2015
Of users only use
an app ONCE.

25. Source: Localytics, 2014
The likelihood that an app user who doesn’t return
within 7 days will NEVER COME BACK.

26. Paid Channels – Attribution
Ad networks must be connected to downstream metrics

28. ENGAGE & GROW

29. Maximize user value
through engagement
Segmentation

30. (your entire userbase)
Sports Content App
Segment your audience

31. 3% of broadcast push
messages are clicked
7% of targeted push
messages are clicked
15% of users converted 54% of users converted
Broadcast: Targeted:
Segment your audience
vs

32. Imagine an app with
100,000 users
Segment your audience

33. 3% of 100,000 users =
3,000 opened messages
7% of 100,000 users =
7,000 opened messages
15% of 3,000 opened
messages =
450 converted users
54% of 7,000 opened
messages =
3,780 converted users
Segment your audience
vsBroadcast: Targeted:

34. Maximize user value
through engagement
Channels to the
customer

35. Simple engagement  deceivingly complex
Push
Message In-app
Messag
e
Customer
Profile
Database
Dynamic
Messaging for
Personalization
CTA tracking:
Engagement,
Conversion,
Retention etc.
Push Tracking:
Viewed / Open /
Clicked
Audience
Qualification
Event
behavior
tracking
Deep linked
via key value
pairs
Messag
e A/B
Test
Scheduling
Automation to send
at right time
Custom
HTML for In-
app
message
Influence on
Engagement,
Conversion, Retention

36. Bring them back and keep
them engaged with Push
Motivate inactive users to return to
your app with targeted, carefully
timed, and well-written copy
171% MORE
Users with push enabled have
app launches.
Source: Localytics, 2015

37. Increase Push audience, increase
success
52% of app users have push
enabled on their phones
Industry Averages

38. Increase Push audience, increase
success
52% of app users have push
enabled on their phones
48% of app users don’t have
push enabled on their phones
Industry Averages

39. Bad Example
-Ask them to opt in
immediately after launching
the app for the first time
Increase Push audience, increase success
(first launch)

40. -Welcome your users with a
sequence of introductory,
how-to screens to show
value
Increase Push audience, increase success
Good example

41. Good example
-Welcome your users with a
sequence of introductory,
how-to screens to show
value
-THEN, ask them to opt in
with a unique, well-designed
in-app message
Increase Push audience, increase success

42. In-App Messages – Drive Conversions
Move users further along
funnels to ultimate in-app
action with beautiful, branded,
in-app creatives
4X HIGHER
In-app messages presented based
on an event have
conversion rates.

43. Remarketing – Reaching Existing Users
Source: Litmus, 2015
Show current users ads based
on how they’ve previously
engaged with your brand
Great for reaching the
who opt out of push notifications
48% OF USERS

44. Email – Cross Channel Marketing
Treat users with richer,
longer form content
Source: Copyblogger, 2014

46. RETAIN

47. 5 years ago…
the world was awash in Big Data

48. Data Scientists to the Rescue

49. Apps Create a New Opportunity
Apps generating
massive amounts of
data AND have
marketing channels
embedded
Advances in computing
have made machine
learning more accessible
Users demand better
experiences

50. 50
Jon Scheldrick, Product Manager, Mobile, Vimeo
Zac Aghion, Director of Product, Localytics
Special Focus:
Retention

51. Thank you