Going Native: Why and How?Colette CrosbyDirector, Intuit Mobile Go-to-Market TeamFeb 2014

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About IntuitMission: To improve our customers’ financial lives so profoundly…

they can’t imagine going back to the old way

CONSUMERSSMALL

BUSINESSESACCOUNTING

PROFESSIONALS

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60+ native mobile apps

Running on a variety of devices & OS’s:

• Phone & tablet

• iOS

• Android

• Windows 8 & Win 8 phone

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Overview

• Why choose native:– Bottom line?

– It’s a business decision, not an engineering decision

• If you want to win in mobile native:– Build a killer app

– Market like crazy

– (TRY TO) Get the app stores to love you

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Why choose native

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Developer perspectives

Web Native

• “Write once” for all mobile devices• Leverage existing analytics• Complete control of updates

• Provide deeper/richer interactions• App store vetting assures users of security• Audio/video play automatically

• Can’t leverage all OS/device capabilities• Browser performance

• Cost of development• New analytics to track user behaviors• Publishing through app store (not direct)

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Marketing perspectives

Web Native

• Lower cost of entry: start by making websites responsive

• Real-time A/B testing• No rev-share payouts

• Be where people are looking (app stores)• “Own” a share of user homepage• Easier monetization (if using API)

• Difficult for users to find you • Difficult for them to find you again• Mobile users spend 80% of time on mobile

apps, 20% on browser

• Store search is not web search• New analytics for marketing • Pay rev-share (IF you use in-app purchase)

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Be THIS EASY to find …and THIS HARD to displace.

Why native?

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Be THIS EASY for customers to spend money with you.

Why native?

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Be THIS GORGEOUS.

Why native?

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Dream scenarios for a native retail app …

3x rewards day! I’m going shopping!

My favorite Vince T-shirts are on sale, 2nd floor. My personal shopper

knows I’m in da house.

Can’t find my size? No problem. Scan the product tag and order from website or another store.

Also: Receive sale notices, coupons

Also: Receive sale notices, coupons

Also:Tag items for wish-listCheck credit card balanceRemind me to enter in-store contestsAsk me for feedback real-time

My shopper sees everything I’ve scanned/ordered

Now we’ll pivot• How consumers choose and use native apps• Marketing your app• Analytics

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How consumers choose and use native apps

SHOP

LEARN

CHOOSE

Financial Security

Financial & transaction processing apps require proof that personal/business information is secure.

USE

Apps must be engaging, glitch-free, relevant.

Keep

Finish

Start

Keys to app discovery:• Word of mouth• App store • Online version• Publications/Websites• Ads

Research critical on path to download, especially: • Peer recommendation• 3rd-party articles/websites • App store (promotions)

Finish

• Free preferred to paid apps (most will tolerate ads if free)• Selection among similar apps comes down to:

- Price- App store stars/rankings/reviews/features- Prior relationship with business- Brand (financial apps)

Delete

Average user has just 40 apps on device. Apps that are not used regularly are often deleted

66% of users find apps through family/friends

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Positioning mobile as a key benefit of service

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Promoting mobile never a problem …when there’s only a native app!

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Use app store badges for call to action

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Introduce companion apps from inside your web app

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In-product discovery “call to action”

Scenario:

• User is in web app

• Link: “Download our mobile app”

• Click takes user to landing page

• User enters mobile #, hits send

• User receives SMS with link

• Click link, launch app store

• Click to install

Intuit test result:

• 62% of users who entered their mobile phone number on landing page installed the app.

Sample landing page

According to Techipedia, 98% of SMS messages sent are opened, and 83% of them are opened within 3 minutes

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Telesales/Sales force

• WOM – leverage personal recommendation + power of “time of need”

• Can SMS link to app store

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Mobile web search: drive branded term mobile search to native app

For branded terms, send user to app store product page

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Mobile web search: benefit from advertising from Google Play

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Your mobile website: leverage iOS Smart App Banner app

1. From web search, user lands on your web page.

2. Banner ad appears at top of page.

3. Click to launch app store and download app.

4. If app already installed, directs customers to launch the app.

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Facebook mobile newsfeed: tap to install campaign

• For Intuit, top performer on “cost per install”

• Targeting & segmentation options:

– Look-alike modeling

– Re-targeting

– Deep linking

• Using Mobile App Tracking, can evaluate channel performance by post-install actions, including spending

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Mobile ad campaigns

• Present your offers (or your native app) by advertising in other native apps.

• Millennial media is one of several publishers. Intuit has found them to be cost-effective, given our targets.

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StarStar program lets users “dial” for a mobile app

This tactic is useful in radio advertising (e.g., Pandora)

1. Dial **[2 digit code] 2. Get SMS 3. Download app

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App store product page

• App description

– Clearly state features and benefits

– Add third party testimonials, awards

– Use “What‘s New” to let customers know they have been heard

• Screenshots are “eye candy”

– Convey most important & attractive aspects of the app, enhanced with annotations

• Video (Google Play)

– Use video clips to showcase your app or bring your story to life

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Manage user reviews

• Encourage positive reviewers to post in app store

• Encourage “detractors” to talk to you

• In Google Play, can respond publicly to dissatisfied users

• Monitor social channels and post solutions there, too

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App store search optimization

RankingPriority

Google Play Apple iTunes

1 App Name/Title App Name/Title

2 App Description (text) Keywords

3 Net installs App Ratings

4 App Ratings & Reviews App DLs

5 Video preview

App stores do not publish their search algorithm – this is our “best available” conclusion about how search works in top two stores.

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Winning App Store promotional support

Downloads

What’s in it for your app?

8–20 X lift in downloads during promo period

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Big rules for getting promoted by app stores

• Build AWESOME apps

• Adopt latest OS/device capabilities

• Create a strong GTM strategy

• Brief partners

• Follow app store guidelines

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Prepping the partner

Request

UI ReviewDeliver Product

BriefingReview

GTM Strategy

90- 120 Days 30 Days 15 Days

Also:• Coordinate launch/GTM/PR dates with target go-live date in app store• Prepare feature assets ahead of time• Don’t pre-announce apps or misuse partner device images

Launch!

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Align PR & social for more lift

Downloads

Case study:

• Weave app promoted in app store: ~5x lift

• Next-day PR/social: ~13x lift (cum.)

App store promo PR/Social

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Marketing analytics

116,047

77,302

34,976

Installs

Sign ups

Purchases

Implement one, easy-to-use analytics tool to track results of driven marketing campaigns – from install to active use, and monetization.

OS Installs Sign Ups Purchases Sign up Rate Purchase Rate Cost per Install Cost per Sign up Cost per Purchase

Cool App 50,576 32,859 16,303 65% 47% $4.57 $7.03 $14.17

Awesome App

65,471 44,443 18,673 68% 42% $3.27 $4.82 $11.47

Total 116,047 77,302 34,976 67% 45% $3.84 $5.76 $12.73

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Analytics: downloads

Key vendors …• AppFigures• Distimo• Apsalar

… can help you see DL by:• Day, week, month• App store• Device type (GP)• Country

… and compare your results vs. competitors

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Reviews/ratings in one dashboardReviews

Ratings

Sort/filter your reviews by “type”

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Analytics: app usage

Understand what updates/events attribute to lift in users

Distinguishing behavior between new vs. existing users

Source: Apsalar

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Questions or comments?

Thank you

Extra slides

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Phones/tablets primarily used for games/entertainment, FB, and search (limited “run my business/productivity”)

App economy now generating $25 Billion

Daily usage:

• 2 hrs, 38 min

• 80% mobile apps

• 40% games/entertainment• 18% FB • 12% web

• FB most adopted web browser on mobile

• ~7.9 apps used daily

• 63% of apps on mobile device today were not there one year ago

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Interesting new marketing opportunities with iOS 7

Popular Near Me

The volatile mobile landscape uncovers new marketing opportunities at a rapid pace

AirdropPopular Near MeiTunes Radio ads

Target Marketing by Music Type

Small Business Convention

Share the App With a Friend

Possible ways to implement: