appboy mobile shopping presentation - case studies from appboy clients

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A STUDY IN MOBILE GROWTH:

BECOMING YOUR CUSTOMERS’ RITUAL

MYLES KLEEGER, CRO, APPBOY PRESENTS: REAL LEARNINGS FROM APPBOY CUSTOMERS

M E S S AG E S / M O. E V E N T S / M O.

Founded in 2011

120+ employees and growing

Offices in NYC, SF and LONDON

M AU / M O.

500 +

APPBOY — THE LEADING CUSTOMER RELATIONSHIP SUITE FOR MOBILE-FIRST MARKETERS

M 2 +B 100 +B

TV

INTELLIGENT CRM FOR OUR MOBILE-CENTRIC WORLD

WEARABLES

PUSH NOTIFICATIONS

IN-APP/BROWSER MESSAGES

FACEBOOK

MOBILE/DESKTOP WEB

NEWS FEED CARDS

TV

EMAILS

WE EMPOWER BRANDS TO BUILD LONG-TERM RELATIONSHIPS WITH THEIR CUSTOMERS

SOURCE: FIKSU, DECEMBER 2015, ANDROID

$3.34COST PER INSTALL

LESS THAN 5% OF YOUR CUSTOMERS WILL RETURN AFTER 90 DAYS

SOURCE: APPBOY PROPRIETARY RESEARCH

RETENTION RATE BY DAY

RETE

NTIO

N RA

TE

0%

10%

20%

30%

40%

DAYS SINCE APP INSTALL

1 2 3 4 5 6 7 14 30 45 60 90

SOURCE: APPBOY ANALYSIS

$71EFFECTIVE COST PER ENGAGED CUSTOMER

APPBOY CLIENTS ENJOY ABOVE AVERAGE RETENTION RATES

SOURCE: APPBOY PROPRIETARY RESEARCH

RETENTION RATE BY DAY AND PLATFORM

RETE

NTIO

N RA

TE

0%

10%

20%

30%

40%

DAYS SINCE APP INSTALL1 2 3 4 5 6 7 14 30 45 60 90

AndroidiOS

35%UPLIFT VS. AVERAGE

20%UPLIFT VS. AVERAGE

HERE ARE FIVE SIMPLE BEST PRACTICES FOR MAXIMIZING YOUR RETENTION, ENGAGEMENT, AND MONETIZATION EFFORTS

FOR BEST-IN-CLASS MARKETING RESULTS, FOLLOW THE DATA: 30,000 CAMPAIGNS 10 BILLION MARKETING MESSAGES

01: ONBOARDING IS ESSENTIAL

FIRST IMPRESSIONS MATTER

MAKE SURE NEW USERS DISCOVER WHAT MAKES YOUR APP SPECIAL

PUSH NOTIFICATIONS ARE A MOBILE MARKETER’S BEST FRIEND

Apps that implement push see a

71% increase in two-month retention

SOURCE: APPBOY PROPRIETARY DATA: *PURCHASES, CUSTOM EVENTS, APP USAGE

Soundcloud

💥 Flume music is waiting for you on SoundCloud.

2m ago

slide to view

P U S H O P T- I N R AT E S ( I O S )

B2B + FINANCE

26%

RETAIL + COMMERCE

37%

UTILITY

40%

MEDIA + ENTERTAINMENT

46%

MEDICAL + HEALTH + FITNESS

54%

TRAVEL + TRANSPORTATION

50%

GAMING

32%

SOCIAL + MESSAGING

38%

FOOD + BEVERAGE

47%

EDUCATION

32%

IOS PUSH NOTIFICATION OPT-IN RATES ARE LOWER THAN YOU THINK.

SOURCE: APPBOY PROPRIETARY DATA

EXPLAIN WHY USERS SHOULD OPT-IN TO RECEIVE PUSH FROM YOUR APP

WELCOME PUSH NOTIFICATIONS NEW LOYALTY MEMBER NEWS FEED

EARN TRUST QUICKLY, AND CONTINUE TO DELIVER VALUE OVER TIME

02: LEVERAGE MULTIPLE CHANNELS

SYNCRONIZED MULTI-CHANNEL CAMPAIGNS SEE

2.2X LIFT INCONVERSIONS

SIMPLE CONTENT

RICH CONTENT

HIGH URGENCY

LOW URGENCY

P U S H E M A I L

I N - A P P / B R O W S E R

N OT I F I C AT I O N S

N E W S F E E D

DELIVERY HERO CONNECTS PUSH NOTIFICATIONS WITH IN-APP EXPERIENCES

PUSH MESSAGE WITH DEEPLINK IN-APP MESSAGE

PUSH GENERATES INITIAL AWARENESSNEWS FEED HIGHLIGHTS

OFFER IN-APPEMAIL WARNING OF THE

SALE’S FINAL DAY

URBAN OUTFITTERS INFORMS CUSTOMERS ABOUT LIMITED TIME ONLY SALES

PUSH NEWS FEED CARDSIN-APP EMAIL

WALLAPOP CREATES EXCITEMENT WITH EXCLUSIVE THEMED SALE EVENTS

03: GET CREATIVE WITH ENGAGEMENT EFFORTS

EMOJI USE HAS EXPLODED IN THE PAST YEAR

HAVE WE GONE TOO FAR? mail.com

/ USE TO SOFTEN TONE OF WRITTEN COPY

/ KEEP THINGS SNAPPY

/ AVOID HIDDEN MEANINGS

EMOJIS ARE BECOMING INCREASINGLY POPULAR, BUT THE EMOJIS MOST FREQUENTLY USED BY PEOPLE DIFFER FROM THOSE USED BY BRANDS

ADDING AN IMAGE TO YOUR MESSAGES RESULTS IN A 57% UPLIFT IN CONVERSIONS.

WHEN USING PERSONALIZATION, CONVERSION RATES ARE 3X HIGHER.

CREATE CONTEXTUAL RELEVANCE WITH REAL TIME DATA

GERMANY

COLOMBIA

KUWAIT

SoundcloudDJ Khaled’s newest song has received 10,455 listens in the past hour!

2m ago

slide to listen

04: START EXPERIMENTING, ITERATE QUICKLY

CUSTOMERS WHO TEST, INCREASE THEIR CONVERSION RATES BY 40%

VARIANT 1 VARIANT 2 VARIANT 3

PROJECTED WINNER

URBAN OUTFITTERS TESTS COPY AND MESSAGING ON NEARLY EVERY CAMPAIGN

VARIANT A VARIANT B

PROJECTED WINNER

25%LIFT WITH

“VARIANT B”

68% OF CARTS ARE ABANDONED WITHOUT THE CUSTOMER COMPLETING A PURCHASE

Drive monetization with targeted

incentives and reminders.

SOURCE: ECONSULTANCY

DELIVERY HERO OPTIMIZES ABANDONED CART CAMPAIGNS FOR TIME BY MARKET

8-30MWINDOW OF TIME

20XUPLIFT IN AVG

CONVERSION RATES

05: BE YOUR CUSTOMERS’ RITUAL

S T R I C T LY O N F I D E N T I A /

3 6

PEOPLE ARE CREATURES OF HABIT. CONSISTENT ENGAGEMENT IS KEY TO A HEALTHY RELATIONSHIP.

R I C L 3 6

BRANDS WHO INVEST IN THE RELATIONSHIP SEE A 139% INCREASE IN RETENTION RATE

ALTERNATIVELY, FOR BRANDS WHO IGNORE THE RELATIONSHIP, RETENTION RATES DROP BY 66%

PICSART ENCOURAGES SOCIAL ACTIVITY WITH ITS “REMIX” FEATURE

NEWS FEED FOR LOYALTY PROGRAM PROGRESSION

FIND KEY MOMENTS TO INCENTIVIZE CUSTOMERS THROUGH LOYALTY.PICSART ENCOURAGES SOCIAL ACTIVITY WITH ITS “REMIX” FEATURE

NEWS FEED FOR LOYALTY PROGRAM PROGRESSION

DELIVERY HERO USES GAMIFICATION TO INSPIRE REPEAT ORDERS

LOCATION SPECIFIC NEWS FEED WITH IN-STORE EVENTS AND OFFERS

URBAN OUTFITTERS PROMOTES EXCLUSIVE OFFERS AND IN-STORE EXPERIENCES

KEY TAKEAWAYS

1 / ONBOARDING IS ESSENTIAL

2 / LEVERAGE MULTIPLE CHANNELS

3 / GET CREATIVE WITH ENGAGEMENT EFFORTS

4 / START EXPERIMENTING, ITERATE QUICKLY

5 / BE YOUR CUSTOMERS’ RITUAL

THANK YOUMARKETING@APPBOY.COM@APPBOYAPPBOY BUSINESS INTELLIGENCE / /