Is Your App Irresistible? Mobile Engagement Lessons From Dating Apps
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The document discusses how to build strong relationships with mobile app users and keep them engaged over time, drawing lessons from dating apps. It recommends focusing on first impressions, understanding user preferences and context, rewarding user actions to form habits, adding elements of fun and gamification, and maintaining an element of surprise to keep the relationship fresh. The goal is to help users rather than just sell to them.
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Is Your App Irresistible? Mobile Engagement Lessons From Dating Apps
- 1. #CCS15 Is Your App Irresis1ble? Mobile Engagement Lessons From Da1ng Apps
- 3. #CCS15 Follow this Webinar on TwiAer! #CCS15 Urban Airship: @UrbanAirship Retail TouchPoints: @RTouchPoints @ConnectConsumer
- 4. #CCS15 About Retail TouchPoints ü Launched in 2007 ü Over 30,000 subscribers ü To provide executives with relevant, insightful content across a variety of digital medium
- 5. #CCS15 Panelists Alicia Fiorletta Moderator Retail TouchPoints @AliciaFiorletta Heidi Tretheway Director of Marketing Communications Urban Airship @HeidiTretheway
- 6. App LOVE: How to keep your mobile relationship going strong
- 7. Your speaker Heidi Tretheway Director of Marketing Communications Urban Airship @heiditretheway @urbanairship
- 8. Agenda " First impressions " Getting to know you " Timing is everything " Action & reaction " Creating a habit " Having more fun " Keep it spicy " The game of love: what brands can learn from gamification in dating apps The customer journey from download to relationship
- 9. We help brands build stronger relationships
- 10. Why talk in terms of relationships?
- 11. Your mobile relationship makes a difference …to your bottom line and to your customers 2x growth in revenue in five months after implementing push increased efficiency and lowered operational costs
- 12. Your mobile relationship makes a difference …to your bottom line and to your customers >20% conversion rate during the Black Friday weekend 10x boost in push click- through rates
- 13. How do we turn like into love?
- 14. First impressions matter Create a welcome series
- 16. Wait? Or make the move now?
- 17. Offer value … and choice for their comfort level
- 20. Q: How can I make my customers’ lives better?
- 21. A: Make prescription refills more convenient
- 22. The danger zone for brands: selfishness BRAND • Sell products • Reach, engage, retain audience • Generate repeat business • Drive in-store purchase
- 23. The danger zone for brands: selfishness USE R BRAND • Sell products • Reach, engage, retain audience • Generate repeat business • Drive in-store purchase • Save money • Get good value • Make it easy • Learn and explore • Have fun
- 24. The danger zone for brands: selfishness USE R BRAND • Sell products • Reach, engage, retain audience • Generate repeat business • Drive in-store purchase • Save money • Get good value • Make it easy • Learn and explore • Have fun
- 25. The danger zone for brands: selfishness USE R BRAND • Sell products • Reach, engage, retain audience • Generate repeat business • Drive in-store purchase • Save money • Get good value • Make it easy • Learn and explore • Have fun Bad Push
- 27. Timing is everything " What is the goal or task? " Where is their attention? " What is the experience like? " What are you asking them to do? Consider context
- 34. Actions deserve a reaction " 4% conversion rate " 1200% increase over email " 88% increase in audience response Respond using triggers and automation
- 35. Actions deserve a reward
- 36. Become a habit Incentivize re-engagement
- 37. How do you keep them wanting more?
- 38. Give, give, give, get
- 40. Give, give, give, get
- 41. Where can you apply gamification? Challenge to complete profile Preferences: this or that? Mystery savings Vote up/down Integrate friends & social Achievement (benefit) unlocked
- 42. Make buying, saving and sharing a game Encourage customers to interact
- 43. Curation helps drive decisions Behaviors + preferences = great suggestions
- 44. Inspire choice
- 45. Keep it spicy Real-world context, surprise and fun!
- 46. Here’s to love! Free download: urbanairship.com/resources/ whitepapers/the-game-of-love Contact us: 1.800.720.2098
- 47. #CCS15 Q &A // Panelists Alicia Fiorletta Moderator Retail TouchPoints Heidi Tretheway Director of Marketing Communications Urban Airship
- 48. #CCS15 Thanks for aAending! You can view all FIVE sessions on-‐demand at: www3.retailtouchpoints.com/ccs15