How to optimize the mobile experience - with insights
0 likes18,505 views
- Mobile usage is increasing significantly year-over-year, with time spent on mobile apps and mobile web increasing by 52% and 17% respectively from 2013 to 2014. - Smartphones are the most commonly used device for tasks related to shopping, both before and during shopping, while tablets are more common after shopping. - Only 5% of marketing budgets are spent on mobile even though 25% of sales are influenced by mobile, so companies are advised to increase their mobile budgets.
How to optimize the mobile experience - with insights
- 1. How to optimize the mobile experience - with insights Brian Egerup Kjærulff CEO & CO-founder Mobtimizers Twitter: @mobtimizers
- 2. Experience / Clients • Danske Bank • GE Money Bank • Experian • Arla • Coop • Danfoss
- 3. Visibility EngagementStrategy Insights Our Services
- 4. Strategy
- 5. Source: ComScore June 2014 June 2013 Digital media time spent (Minutes, Billions) 0 350 700 1050 1400 Desktop (1% increase) Mobile Apps (52% increase) Mobile Web (17% increase) Mobile vs Desktop
- 6. Device Differentiation Source: Deloitte, The New Digital Divide, April 2014 0% 20% 40% 60% Before Going to store At the store After going to the store Most likely used device Smartphone Tablet Laptop
- 7. Tip: Increase your Mobile Budgets 25% of sales are influenced by mobile, yet only 5% of marketing budget is used on mobile Source: Forrester, Digital Maturity Online Survey
- 8. Customer Experience / Personalization First iPhone, June 29, 2007December 25, 2006 Person of the year: YOU Most personal device ever
- 9. It’s all about ME The Mobile Mindshift
- 11. “Your customer is experiencing a mobile mind shift: the expectation that she can get what she wants in her immediate context and moments of need. As a result, mobile is central to customer experience.” Source: Forrester The Mobile Mindshift
- 12. Me Me Me Me Me Me… …a mobile experience should be personalized and relevant to the right user at the right time…
- 13. Tip: Insights To Your Strategy Source: Think with Google https://www.thinkwithgoogle.com/tools/mobile-purchase-journey.html
- 14. Source: Think with Google https://www.thinkwithgoogle.com/tools/mobile-purchase-journey.html Tip: Insights To Your Strategy
- 16. Source: Forrester 63% Exploring the App Stores is the primary method to finding new apps (search & browsing) How Apps Are Found
- 17. SEO: Search Engine Optimization SEOVisible on Search Engines
- 18. ASOVisibility in the App Stores ASO: App Store Optimization
- 19. App Store Optimization (ASO) Source: Mobtimizers Visibility Cycle
- 20. Case Study - Karolines Køkken® App Analysis & Optimization • Personalized and localized recipes • Free, no in-App purchases • Available in Danish App Store • Primary category: Lifestyle
- 21. Tip: What Are People Searching For in the App Store? Source: Sensortower
- 22. Tip - App Store Ranking Analysis #ofdownloads # Rank in specific category Ranking #1 to #5 880 - 600 daily downloads Ranking #10 to #17 400 - 250 daily downloads Ranking #6 to #10 600 - 400 daily downloads
- 23. Christmas New Year Healthy Generic Generic Example: Be Relevant in the App Stores
- 24. Screenshot experiment, increased performance with 7% 3 versions of screenshots with different placement of value proposition (overlay text) Tip - Experiments in Google Play Store
- 25. App reviews and comments @mobtimizers Tip: Listen to your customers
- 27. App Loyalty Challenge Source: TechCrunch 26Apps used per month by users 80%of Apps are only used once 5%of Apps are in use after 6 months
- 28. Tip: Analyse Retention and Engagement in Google Analytics Weekly - Retention rate over 90 days
- 29. 660,000 (100%) Total Installs 200,000 (30%) Active Installs 72,000 (~11%) Active Users (30 days) 27,000 (~4.2%) Active Users (7 days) Tip: Illustrate Your Customer Engagement
- 30. Tip: Build a Business Case Around User Engagement 660,000 Total Installs 200,000 Active Installs 72,000 (~11%) Active Users (30 days) 27,000 (~4.2%) Active Users (7 days) 460,000 users uninstalled app: 0 DKK per user 128,000 inactive users: 0 DKK per user 27,000: $0.5 per user 45,000 (~7%) Active Users (14 days) 18,000: $1 per user $2 per user
- 32. Examples for Lapsed User Engagement 200,000 (30%) Active Installs 72,000 (~13%) Active Users (30 days) 27,000 (~4.3%) Active Users (7 days) • Create on-boarding campaign with in-app messaging and push, ensuring user longevity • Capturing lapsed user 30, 14, 7 days with personal In- app messaging. • Ensure better timing of push notifications via datapoints
- 33. Dedicated Push Tool Offers Marketing Automation Highly segmented campaigns
- 34. Re-engagement with Push Messages An average of 52% of smartphone users accept push 20-60% opt-out of push messages (Industry specific) Source: HeyCrowd Survey 2013
- 35. Enhance Conversions Source: Appboy Proprietary Data 15 30 45 60 Message personalization increases conversions by 27+% Generic Personalized
- 36. Enhance Retention Source: Appboy Proprietary Data Using a multi-channel on boarding campaign approach results in 130% two-month retention lift. Single push campaign Multi-channel push campaign 33 65 98 130 +130% +71%
- 37. …a successful app delivers personalized messages relevant to the right user at the right time… Push Should be personal
- 38. Push Should be personal …a successful app delivers personalized messages relevant to the right user at the right time… segmentation timing customized
- 39. Mobile Insights
- 40. Tracking Visibility • Rank on keywords & categories • Installs (Downloads) or visitors • Revenue (Paid app or In-app purchases) • 7 / 14 / 30-day active users acquired • Cost per user acquired • % organic installs or visitors
- 41. Tracking Engagement • Number of engaged users • Number of users in each segment • App store rating & reviews • % who opt in and out of push messages • Time spent, return visits
- 42. Thank You Q & A linkedin.com/in/brianegerup mobtimizers.com @mobtimizers