Retention is Every App's Game to Lose
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75% of app users churn within their first 30 days. No matter the app size, category, or business model, retention is a big challenge. But, for an emerging breed of data-savvy marketers who are bridging new tech and proven statistics to level up their app retention strategy, it’s become an opportunity. Learn how mobile engagement can preemptively tackle churn and discover the key insights needed to drive users to true product adoption. Zac Aghion, Director of Product @ Localytics Rainer Leeb, Senior Director of Growth @ SoundHound
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Retention is Every App's Game to Lose
- 1. R E T E N T I O N I S E V E R Y A P P P U B L I S H E R ’ S G A M E T O L O S E
- 2. The #1 challenge to mobile growth is retention. “Losing 80% of mobile users is normal.” – Andrew Chen, Uber Shepherding customers to core product value as quickly and seamlessly as possible. “Get any user to 7+ friends in their first 10 days”
- 3. Beyond retention, our customers are realizing game-changing results across the user lifecycle: 20% OF PURCHASES INFLUENCED EngageAcquire Grow Retain 67% OF CHURN RISK USERS SAVED 200% INCREASE IN ENGAGEMENT 30% IMPROVEMENT IN NEW USER ENGAGMENT
- 4. Working with the world’s largest apps and companies since 2008. Media Shopping Travel & Lifestyle Tech Social
- 5. Growth as more than just a function within the company, but as a framework for the business. Marketing Product UX Engineering… ...everyone thinking about the various factors that go into growth... Acquiring new users Retaining existing users Viral feedback thru sharing. By the numbers: - 290+ million users - 200+ countries - 25 languages - 100k new downloads daily - 750k songs streamed daily - 150k videos streamed daily
- 6. Getting early onboarding right: Deliberate behavioral segmentation. Targeted to D1 users who have had a successful discovery but not viewed History Segment Notify Convert Educate 12% Click-thru, deep-linked to History view 20% CvR (92% lift over control) In-app message promoting new feature Based on new user’s discovery behavior Targeted to users’ who opened previous push
- 7. Result: 3-5% Bump in Early (D1-D7) Retention
- 8. Post-onboarding retention strategy: Rich Targeting, Automation & Testing at ScaleUser Profile Attributes 50+ key-value pairs ranging from behavioral to demographic allow us to take in addt’l Scheduling Local timezone delivery and frequency capping allow us to scale without over-messaging Control Groups Holdout 5% of audience to measure impact on engagement, conversion,
- 9. Driving long-term retention through personalized content. Opened Responsive Users (1 or more opens in last 6 months) Unresponsive Users (0 opens in last 6 months) 45% Opened 39% Opened 16% Opened 14%
- 10. Impact on 30-day Rolling Retention %
- 11. Introducing Hound: Say it. Get it.
- 12. Leveraging existing install base to launch and grow a new product. HOUND installed on deviceNo HOUND installed on device No HOUND usage last 7d, UBER installed on device No HOUND usage last 7d, No UBER installed on device 16% attribution rate of newly acquired Hound users at launch week (Branch + Localytics) 6% of weekly active users come from Facebook Remarketing
- 14. Zac Aghion Director, Product zaghion@localytics.com (617) 750-6684 Rainer Leeb Sr. Director, Growth rainer@soundhound.com (123) 456-7890 Thank you. Slides available at: <slideshare link>
Editor's Notes
- Talk track: Mobile is forcing a reckoning between marketers and their customers; an engagement crisis. Mobile devices are so personal, Tim Cook calls the iPhone ‘an extension of ourselves’ – if you asked me to use my laptop I’d say sure, but if you ask me to use my smartphone I’d ask you ‘why?’ – marketers need to be an order of magnitude more respectful when communicating with their users over mobile compared to outdoor, TV, Web, or social. Marketing teams are failing to make this adjustment. Exercising your permission to literally buzz my thigh with a push notification requires an unprecedented degree of consideration. And proper consideration requires rigorous data.
- We have proven value across the lifecycle. Here is what some of our customers have accomplished. Zipcar used Localytics Audiences & Facebook lookalike Audiences to more precisely target their new user acquisition campaigns based on the profile of their most successful app users. Facebook acquisition campaigns targeted using these lookalike audiences brought in users who had 30% more sessions than users acquired through other acquisition campaigns. A&E used Localytics targeting to target their users with personalized push messages based on their viewing history in the app. These personalized messages had a 200% greater click rate versus previous campaigns. NHL used Localytics in-app message to promote subscription to GameCenter LIVE. 20% of GameCenter LIVE subscriptions for the 2014-2015 season were influenced by these in-app messaging campaigns. EyeEm used Localytics Predictions to identify and engage high-churn risk users. They saved 67% of these users from churning. We have in-depth case studies for each of these statistics and can share them after the call.
- Talk track: Mobile is forcing a reckoning between marketers and their customers; an engagement crisis. Mobile devices are so personal, Tim Cook calls the iPhone ‘an extension of ourselves’ – if you asked me to use my laptop I’d say sure, but if you ask me to use my smartphone I’d ask you ‘why?’ – marketers need to be an order of magnitude more respectful when communicating with their users over mobile compared to outdoor, TV, Web, or social. Marketing teams are failing to make this adjustment. Exercising your permission to literally buzz my thigh with a push notification requires an unprecedented degree of consideration. And proper consideration requires rigorous data.
- Talk track: Mobile is forcing a reckoning between marketers and their customers; an engagement crisis. Mobile devices are so personal, Tim Cook calls the iPhone ‘an extension of ourselves’ – if you asked me to use my laptop I’d say sure, but if you ask me to use my smartphone I’d ask you ‘why?’ – marketers need to be an order of magnitude more respectful when communicating with their users over mobile compared to outdoor, TV, Web, or social. Marketing teams are failing to make this adjustment. Exercising your permission to literally buzz my thigh with a push notification requires an unprecedented degree of consideration. And proper consideration requires rigorous data.
- Talk track: Mobile is forcing a reckoning between marketers and their customers; an engagement crisis. Mobile devices are so personal, Tim Cook calls the iPhone ‘an extension of ourselves’ – if you asked me to use my laptop I’d say sure, but if you ask me to use my smartphone I’d ask you ‘why?’ – marketers need to be an order of magnitude more respectful when communicating with their users over mobile compared to outdoor, TV, Web, or social. Marketing teams are failing to make this adjustment. Exercising your permission to literally buzz my thigh with a push notification requires an unprecedented degree of consideration. And proper consideration requires rigorous data.
- Talk track: Mobile is forcing a reckoning between marketers and their customers; an engagement crisis. Mobile devices are so personal, Tim Cook calls the iPhone ‘an extension of ourselves’ – if you asked me to use my laptop I’d say sure, but if you ask me to use my smartphone I’d ask you ‘why?’ – marketers need to be an order of magnitude more respectful when communicating with their users over mobile compared to outdoor, TV, Web, or social. Marketing teams are failing to make this adjustment. Exercising your permission to literally buzz my thigh with a push notification requires an unprecedented degree of consideration. And proper consideration requires rigorous data.
- Talk track: Mobile is forcing a reckoning between marketers and their customers; an engagement crisis. Mobile devices are so personal, Tim Cook calls the iPhone ‘an extension of ourselves’ – if you asked me to use my laptop I’d say sure, but if you ask me to use my smartphone I’d ask you ‘why?’ – marketers need to be an order of magnitude more respectful when communicating with their users over mobile compared to outdoor, TV, Web, or social. Marketing teams are failing to make this adjustment. Exercising your permission to literally buzz my thigh with a push notification requires an unprecedented degree of consideration. And proper consideration requires rigorous data.
- Talk track: Mobile is forcing a reckoning between marketers and their customers; an engagement crisis. Mobile devices are so personal, Tim Cook calls the iPhone ‘an extension of ourselves’ – if you asked me to use my laptop I’d say sure, but if you ask me to use my smartphone I’d ask you ‘why?’ – marketers need to be an order of magnitude more respectful when communicating with their users over mobile compared to outdoor, TV, Web, or social. Marketing teams are failing to make this adjustment. Exercising your permission to literally buzz my thigh with a push notification requires an unprecedented degree of consideration. And proper consideration requires rigorous data.
- Talk track: Mobile is forcing a reckoning between marketers and their customers; an engagement crisis. Mobile devices are so personal, Tim Cook calls the iPhone ‘an extension of ourselves’ – if you asked me to use my laptop I’d say sure, but if you ask me to use my smartphone I’d ask you ‘why?’ – marketers need to be an order of magnitude more respectful when communicating with their users over mobile compared to outdoor, TV, Web, or social. Marketing teams are failing to make this adjustment. Exercising your permission to literally buzz my thigh with a push notification requires an unprecedented degree of consideration. And proper consideration requires rigorous data.