Appday mobtimizers-presentation-final
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The document discusses strategies for app growth hacking, emphasizing the importance of app store optimization (ASO) and user engagement to drive downloads and retention. It highlights essential metrics, such as the need for visibility, keyword optimization, and personalized user interaction to maintain user interest. Additionally, the document suggests continuous experimentation to refine app performance and enhance user acquisition strategies.
Appday mobtimizers-presentation-final
- 1. App Growth Hacking by Brian Egerup Kjærulff CEO & CO-founder, Mobtimizers.com linkedin.com/in/brianegerup
- 2. The War is On 150-200daily micro moments
- 3. Micro Moments for Denmark 793.800.000daily micro moments Source: eMarketer - Smartphone penetration study (81% smartphone penetration), DK population 5.6M http://www.emarketer.com/Article/Denmarks-Smartphone-Market-Nears-Saturation/1012620
- 4. Business Success with Apps, A Formula Business Value (measured with the right KPI’s) + App Solves A Need + Monetization Model + Acquire Relevant Users + Retain Users
- 6. Who We Work With
- 7. Smartphone Users’ Number of App Downloads Per Month Source: MediaCom Infographic Have We Reached Peak App 3.5 Monthly average of app downloads *Of the people who download apps
- 8. ASO: App Store Optimization 2.2 million apps in Apple App Store, 2.6 million apps in Google Play Store Improve ranking Increase conversion Grow user base
- 9. 50% of App Installs Motivated by Specific Need Source:Tune Blog Friends Reccomendation Ad Looked Interesting App Featured by Apple or Google Found in Google Results Had a Specific Task Was a Customer Other 0 % 10 % 20 % 30 % 40 % 50 % (2,6 %) (10,8 %) (37,3 %) (13,5 %) (13 %) (20,2 %) (31 %)
- 10. Source: Apple and Google 65% Search queries account for 65% of downloads from the App Store and Google Play How Apps Are Found
- 11. App Store Optimization (Holistic View) Analysis & Optimization Rank Convert Engage
- 12. App Store Optimization Fundamentals Source: Mobtimizers Visibility Cycle
- 13. ASO: How to Increase Rankings Analysis & Optimization App Store Meta Data • App title (include keywords) • Keywords field (only Apple App Store) • App description (integrate keywords) • App category (primary & secondary) Algorithm • Number of downloads (especially in ‘category') • Ratings and reviews (number & quality) • App updates
- 14. Client Example: Keyword Optimization (App Store) Old Keywords Optimized Keywords
- 15. Client Example: Keyword Optimization (Google Play)
- 16. App Ranks on +100 Keywords Keyword Rankings and Optimization
- 17. Results - Keyword Rankings vs Competitors
- 18. Higher Category Ranking Boosts Organic Downloads
- 19. ASO: How to Increase Conversion Analysis & Optimization • Icon • Title • Screenshots • Video • Descriptions • Ratings and reviews
- 20. Optimize Conversion from Store View to Download, Baseline 40%Apple App Store 22%Google Play Source: Mobtimizers Clients, iTunes Connect & Google Play
- 21. Value Proposition Validation, Continuous Experiments Source: Google Play Experiments. 10% 13% 3% 6% Source: Google Play Experiments.
- 22. B) Hitta nästa drömjobbet och spara platsannonser här A) Sök nytt jobb på Sveriges största samlingsplats av lediga jobb Optimize Conversion with Copy, Short Descriptions Experiment Analysis & Optimization C) Största översikt över lediga jobb i hela Sverige
- 23. B) Hitta nästa drömjobbet och spara platsannonser här (+7% downloads) A) Sök nytt jobb på Sveriges största samlingsplats av lediga jobb Optimize Conversion with Copy, Short Descriptions Experiment Analysis & Optimization C) Största översikt över lediga jobb i hela Sverige (+22% downloads)
- 24. Optimize Conversion with Visual, Screenshots Analysis & Optimization 1st iteration 2nd iteration
- 25. • 30 seconds or less • With/without voice over • Both stores • Takes first screenshots space Analysis & Optimization Optimize Conversion with Visual, Video Analysis & Optimization
- 26. Continuous Experiments: Accumulated Conversion Improvement Source: Google Play Experiments 0 % 10 % 20 % 30 % 40 % Accumulated improvement in App Store conversion 4,8 % 1,5 % 5 % 12 % 13 % 3 % Experiment 1: best practices screenshots Experiment 2: App Trailer Video Experiment 3: Changed first value proposition Experiment 4, 5, & 6: New order in value propositions +39.3%
- 27. App Store Optimization - Downloads Increase, Results +170%Apple App Store +80%Google Play Source: Mobtimizers Client, iTunes Connect & Google Play
- 28. App Store Search Ads Benefits Source: Sensor Tower (Updated August 12, 2016) • Low cost per acquisition • Highest retention rates • Jump in organic downloads • Additional insights • Track downloads per keyword • Uses existing metadata • Ability to segment • US only now, soon global
- 29. Search Ads: Results So Far (iOS, Non-Games, North America) Source: Appsflyer.com/index
- 30. Search Ads Are Linked to ASO Source: App Store (US) • Title • Rating • Screenshot(s) • Icon
- 31. Lack of Personalization, Contextual and Timely Engagement Leads to CHURN
- 32. 30 Day Retention Rate Averages, By Industry Source: https://www.adjust.com/overview/analytics/2016/11/18/what-makes-a-good-retention-rate/
- 33. Pairing Individual With Data DATA INDIVIDUAL
- 34. segmentation timing customized The Mobile Mind Shift …a successful engagement delivers personalized messages relevant to the right user at the right time… contextual
- 35. How to Create Engagement Analysis & Optimization • App quality • On-boarding • Push and in-app messages • Retargeting
- 36. Personalized Feed and Offers Based on Individuals
- 37. Push Messaging: Personal vs Generic P C T P T C
- 38. Effect Measurement: Personal Push vs Generic Push 0 100 200 300 400 Generic message Personal message 333,63 260,39 Increased Sessions per 1,000 Push Messages ~25% better performance Source: Mobtimizers Client Data
- 39. Engagement Plan
- 40. Dedicated Mobile Web Push and App Push Platforms Platform Overview Rich Intelligence Action
- 41. New Possibilities in The World of Push Rich Push Emojis • Intelligent Delivery • Geolocation (Foursquare) • Web Push
- 42. App Growth Hacking, Our Findings • Tab into specific needs and search volumes/competition • Align brand with users’ needs through value propositions • Optimize the whole funnel to drive users and retention • Embed the right technology within the organization • Move towards 1:1 communication, away from one-size-fits-all • Continuous iterations and experiments to accelerate learnings
- 43. Get in Touch +45 21152412 brian@mobtimizers.com Brian Egerup Kjærulff CEO & Co-Founder