Where have all the users gone?
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The document discusses the challenges of user retention in mobile apps, emphasizing the importance of establishing a unique relationship with consumers beyond just acquisitions. It highlights the role of loyalty and rewards programs in increasing user engagement and retention. Appsaholic by Perk showcases efforts to monetize user interactions and provide analytics while ensuring cost-effective management for advertisers.
Where have all the users gone?
- 1. Where Have All The Users Gone Thinking Beyond the Install
- 2. Where Have All The Users Gone • The need for a unique rela/onship with mobile consumers • Thinking beyond the CPI: The need to put greater value on reten/on • Leveraging rewards & loyalty programs • Quick introduc/on to Appsaholic by Perk
- 3. About Me 12 years on the agency side, in print and digital media planning and buying. 3 years on the publisher side working for a video distribu/on plaHorm. 1 year fully immersed in the mobile app space.
- 4. My Personal Side Personal text messages Personal apps Serious photos
- 5. The Mobile Relationship: It’s Personal Our rela/onships with consumers through their mobile devices is more unique than any other And this makes everything just a bit more challenging
- 6. Uninstalls Crowded App Marketplace User Abandonment Low conversion rates App Store Revenue Cuts Slimming profit margins Increasing CPIs Higher costs User acquisi/on challenges Ra/ng / review pressures Reten/on challenges Engagement fluctua/ons Low re-‐engagement rates Resource constraints Low IAP rates and price points Opera/onal complexi/es Shrinking CPMs User resistance to ads
- 7. Increase in average Cost per Loyal User (CPLU) from March 2014 to March 2015 Source: Fiksu Index, 3/15 Our Mobile Reality: Increasing UA Costs
- 8. The percent of new users that will visit your app in the next month Source: Appten/ve, 2014 Our Mobile Reality: Decreasing Retention Rates
- 9. Thinking Beyond The Install Are you over-‐valuing Installs, and under-‐valuing Reten/on?
- 10. Several Ways to Increase Retention • A friendly and useful User Experience • Leveraging Analy/cs and Metrics • Effec/vely use Push No/fica/ons • Allow for strong social sharing
- 11. Leveraging Loyalty & Rewards A new breed of solu/ons are coming to mobile apps to capture and reward a_en/on. You can now reward your users for engaging with your app the way YOU want them to, and ul/mately increase user reten/on.
- 12. Loyalty & Rewards: Isn’t it Cheating? Loyalty programs have become a part of everyday life:
- 13. Loyalty & Rewards: Advertiser Hesitancy The devalua/on of an ad impression against an incen/vized experience is archaic and short-‐sighted.
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- 15. Appsaholic powered by Perk Appsaholic is built on the back of our consumer-‐facing, ad-‐ driven rewards plaHorm, Perk.com • 3MM Perk Members • 12 branded apps, focused on everyday mobile habits • Average /me spent per day – 42 minutes
- 16. Give Users Purchasing Power • 150+ gid card op/ons • Perk Plas/k debit card by Discover • Your in-‐app purchase catalog 16
- 17. What We’ve Learned Offering users rewards of real value will: Give users purchase power -‐ Cash, gid cards and virtual currency to make in-‐app purchases Reduce ad sensi?vity -‐ High comple/on rates (98%+) and posi/ve brand associa/on Drive reten?on and engagement -‐ Average of 42 minutes per day, and they keep coming back 17
- 18. How You Issue Points Set Custom Events User unlocks points a0er comple2ng events in your app Distribute Points User earns points by comple2ng an ac2on
- 19. How Users Earn More Points A0er ac2on is completed, user can earn more points (and revenue for you) or return to your app
- 20. WHY PARTNER WITH US? Mone?za?on Management All areas of ad partnerships, ad opera2ons, reward catalog partnerships and administra2ve opera2ons are managed at no cost to you. Fully Managed Resources We provide account verifica/on, reward fulfillment, customer service, quality assurance and a dedicated account team at no cost to you. 20 Analy?cs and Repor?ng Centralized data from all sources with repor2ng capabili2es and insighCul dashboards.
- 21. Come see us at Booth #210