![OptimizelyCodeBlocksKeyWithBlockNames(CheckoutFunnel,
@"Default Checkout”,
@"One Stage Checkout”,
@"Paypal Checkout”);
Code Blocks
[Optimizely codeBlocksWithKey:CheckoutFunnel
blockOne:^{
[self showOneStageCheckout];
}
blockTwo:^{
[self showPaypalCheckout];
}
defaultBlock:^{
[self showDefaultCheckout];
}];](https://image.slidesharecdn.com/v3-gettingstartedwithoptimizelyformobile-150707165118-lva1-app6892/85/Option-2015-Getting-Started-with-Optimizely-for-Mobile-33-320.jpg)
Uploaded byOptimizely
Option 2015- Getting Started with Optimizely for Mobile
This document provides an overview of Optimizely for mobile apps. It discusses how mobile usage is growing rapidly and time spent on mobile devices now exceeds desktop. It then shares customer stories from French Girls and Secret Escapes who significantly improved key metrics like activation and signups through mobile A/B testing. The document demonstrates Optimizely's visual editor and code capabilities. It proposes a framework to test across acquisition, engagement, retention and monetization. Specific mobile testing ideas are outlined for each area like layouts, feature placement, checkout flows, permissions and reviews. Best practices are shared around integrating Optimizely, planning a testing roadmap, and verifying experiments.
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Similar to Option 2015- Getting Started with Optimizely for Mobile
Option 2015- Getting Started with Optimizely for Mobile
- 1. Getting Started with Optimizelyfor Mobile Apps Suneet Shah Senior Product Manager, Optimizely @suneets suneet@optimizely.com #opticon2015
- 2.
- 3. In The Next45 Minutes 1. Customer Stories 2. Demos 3. Test Ideas 4. Best Practices for getting started 5. Q & A
- 4. • iOS DeveloperPreview Launched • A/B testing a new concept for mobile apps Last Year
- 5. Today • iOS andAndroid • New Visual Editor • Tons of customer feedback • Hundreds of apps on iOS and Android
- 6. Time spent peradult user per day (USA) Source: Mary Meeker internet trends report 2015 0 1.5 3 4.5 6 2012 2013 2014 2015 (YTD) 0.40.3 0.3 0.3 2.82.6 2.3 1.6 2.42.42.32.5 Desktop/Laptop Mobile Other Connected Devices } 51% } 42% HoursPerDay
- 7. Another 1b peoplewill come online through mobile 0 1 2 3 4 1995 2000 2014 2020 People Online Smartphones Source: a16z Benedict Evans “Mobile is eating the world” BillionPeopleOnline
- 8. Cost Per Install(CPI) rising April 2014 April 2015 Cost Per Install (iOS) $1.38 $2.13 Cost Per Install (Android) $1.31 $2.08 Source: FiKSU mobile marketing index https://www.fiksu.com/resources/fiksu-indexes#analysis +54%
- 9. On average, appslose 80% of their new users Source: Andrew Chen’s blog, http://andrewchen.co/
- 10. The top appsfollow the same pattern Source: Andrew Chen’s blog, http://andrewchen.co/
- 11. If you’re nottesting your app yet, you should be!
- 12.
- 14. French Girls OptimizesActivation • Activation is the difference between 1-2 days of use and 7+ days of use • Activation rate of 25%
- 15. Baseline activation rateof 25%
- 16. Baseline activation rateof 25%
- 17. Winning variation doubledactivation to 50% Activation 50% Copy changes +16%
- 18. “Optimization is nolonger an afterthought, but a necessary part of every feature” - Jeff Farkas, French Girls
- 19. French Girls • Usedcode blocks to increase activation from 25% to 50% • Subsequent visual changes found an additional 16.5% improvement • Total improvement: from 25% to 66.5%
- 21. Secret Escapes OptimizesAcquisition • To force sign up, or not to force sign up • Looking to optimize LTV, sign up rates, and justify mobile ad spend
- 22. Experiment Setup Version 1Version 2 Sign up gate with mandatory sign in on first user experience Sign up not required, added a “skip” button to close the sign up form
- 23. Results • Defying allexpectations, a mandatory signup gate was by far the optimal experience • Sign up rates doubled, LTV average increased, and LTV:CAC ratio was positive
- 24. “If the skipbutton was part of the onboarding flow, we would not be able to do paid marketing on mobile.” – Sebastian Fallert, Secret Escapes
- 25. Optimizely for iOSand Android Demo
- 26. Demo • SDK • VisualEditor • Live Variables • Code Blocks
- 27. SDK Installation • OptimizelySDK needs to be integrated and deployed • 1 line integration
- 29. Visual Changes • Copychanges, calls to action, images and layout changes • Create tests without releasing a new app • No code required
- 30. Live Variables &Code Blocks • Have to be built into the app before release • Easy setup for developers • Allow you to test anything
- 31. Body text goeshere. Live Variables Regular Variable private static final String ratingsPromptText = "Do you love our app?”; alertDialog.setText(ratingsPromptText); Optimizely Live Variable private static LiveVariable<String> ratingsPromptText = Optimizely.stringVariable("RatingsPrompt1","Do you love our app?”); alertDialog.setText(ratingsPromptText.get())
- 32. Body text goeshere. Live Variables Regular Variable private static final String ratingsPromptText = "Do you love our app?”; alertDialog.setText(ratingsPromptText); Optimizely Live Variable private static LiveVariable<String> ratingsPromptText = Optimizely.stringVariable("RatingsPrompt1","Do you love our app?”); alertDialog.setText(ratingsPromptText.get())
- 33. OptimizelyCodeBlocksKeyWithBlockNames(CheckoutFunnel, @"Default Checkout”, @"One StageCheckout”, @"Paypal Checkout”); Code Blocks [Optimizely codeBlocksWithKey:CheckoutFunnel blockOne:^{ [self showOneStageCheckout]; } blockTwo:^{ [self showPaypalCheckout]; } defaultBlock:^{ [self showDefaultCheckout]; }];
- 34.
- 35. Framework for MobileApps Acquisition Engagement Retention Monetization
- 36. Framework for MobileApps Acquisition Engagement Retention Monetization
- 37. Framework for MobileApps Acquisition Engagement Retention Monetization
- 38. Engagement • Layouts andnavigation patterns • Discoverability and placement of key features • Test every new feature
- 39. Facebook layout test Source:LukeW’s Design blog, http://www.lukew.com
- 40. LukeW’s Polar App Source:LukeW’s Design blog, http://www.lukew.com
- 41. Test every newfeature Phased Rollouts
- 42. Test key featureplacements 1. Date selector 2. Repeat map CTA as floating button 3. Narrower focus + information hierarchy 2 3 1
- 43. Framework for MobileApps Acquisition Engagement Retention Monetization
- 44. Monetization • Checkout flowsand purchase funnels • Ad networks • Virality flows and sharing features
- 45. Calls to actionin your purchase flow
- 46.
- 47.
- 48.
- 49.
- 50. Framework for MobileApps Acquisition Engagement Retention Monetization
- 51. Retention • Permissions -Push Notifications, Location, Camera • Reviews
- 52.
- 53.
- 54. Asking for pushnotification permissions
- 55. When and howyou ask
- 56. Reviews Source: Circa’s blogarticle, https://medium.com/circa/the-right-way-to-ask-users-to-review-your-app-9a32fd604fca
- 57. Optimizing Reviews 3 ThingsThey Optimized: Threshold (Timing) of Request Location of Request Flow of Request 10 Sessions 3x in 1 Week
- 58.
- 60. The best wayto improve retention is to improve onboarding and activation
- 61. Framework for MobileApps Acquisition Engagement Retention Monetization
- 62.
- 63. 5 Key StepsTo Get Started Integrate the SDK Start using in development Plan Testing Roadmap What metrics are you improving? Implement First 3 Tests Before going to the app store QA Experiments Verify metrics Submit to the App Store And start your experiments 1 2 3 4 5
- 64. Plan Ahead • Maketesting part of your release cycle • Plan tests upfront • Keep an experiment backlog
- 65. Start With 3Tests • Get familiar with Optimizely • Visual Change • Code Blocks • Live Variables
- 66. • QA yourexperiments the way your users will see them • Verify conversions and visitors • Use SDKs’ developer features in QA process • Use Preview feature Experiment QA
- 67. #opticon2015 Suneet Shah Senior ProductManager, Optimizely @suneets suneet@optimizely.com Thank you!
- 68. #opticon2015 10 Secrets toBuilding an Amazing Mobile Testing Roadmap Thurs 2:30 - 3:15 | Coit Tower Room Optimizely Product Feedback Roundtable Discussions Thurs 11:25 - 12:10 | Expo Hall Roundtable - Optimizing for Mobile Retention Thurs 2:35 – 3:12 | Expo Hall