localytics feed your app breakfast- seattle

Engaging usersHenry Cipolla, LocalyticsCo-founder & CTO

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Last chance to leave

Obligatory statistics slidesUsing push to engage with customersUsing In-app messaging to engage with customers

#feedyourapp

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Obligatory numbers slides

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OUR APP-ETITE IS GROWING

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Nielsen & Comscore, 2014

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Nielsen, 2014

41APPS ARE INSTALLED ON THE AVERAGE US SMARTPHONE.

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Enter the marketer

8Source: Localytics, 2014

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Sometimes marketers ruin things

Source: Localytics, 2014

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This is already happening in apps

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Forced social logins

Privacy concerns

Intrusive ads

Bad UI/UX

Freezing

Complex registration

Annoying notifi-cations

19%

23%

29%

42%

48%

68%

71%

TOP 7 REASONS WHY PEOPLE UNINSTALL MOBILE APPS*

*AS A % OF ALL RESPONDENTS.

EACH PARTICIPANT MENTIONED

THREE REASONS.

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Users WANT notificationsUsers with push enabled have 88% more app launches

Motivate inactive users to return to your app

with targeted, carefully timed, and relevant copy


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FALSE: “Everybody disables push”

52% of app users have push enabled

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So what’s going on?

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Marketers are using push like ‘mobile email’

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How to not do that:

• Manage opt-in• Prioritize user-value, not clickthrough• Personalize with segments, not word choice• Send in real-time not “optimal” time• It is too late for retention campaigns

#feedyourapp

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How to not do that:


#feedyourapp

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DON’T ask users to opt in immediately after launching the app for the first time

(first launch)

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THEN, ask them to opt in with a unique, well-designed in-app message

Welcome users with a sequence of introductory

screens

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How to not do that:


#feedyourapp

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Good push messages extend app functionality


• Sports scores and breaking news stories• Social updates• Immediate action experiences• Notifications of progress

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Bad push messages compete for attention


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How to not do that:


#feedyourapp

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Sports Apparel App

(your entire userbase)

Segment your audience

#feedyourapp

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3% of broadcast pushmessages are clicked

7% of targeted pushmessages are clicked

15% of users converted 54% of users converted

BROADCAST TARGETED

Segment your audience

vs

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How to not do that:


#feedyourapp

27Source: Localytics, 2014

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How to not do that:


#feedyourapp

1 Use a tool that can help you predict churn risk per user

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Save your users before they churn

If you must win back users, try Facebook

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5 Signs your push messages are actually mobile emails


Your audiences are very largeYour messages are not deep linksUser’s actions do not impact their messagesYour messages use my first nameCampaign success is based on engagement

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In-app messaging is used like ‘mobile popups’

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Why In-app messaging has such potential


• User Commitment• Context• 2-way communication• Testability• Engagement

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And yet this is what we get


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Forced social logins

Privacy concerns

Intrusive ads

Bad UI/UX

Freezing

Complex registration

Annoying notifi-cations

19%

23%

29%

42%

48%

68%

71%

TOP 7 REASONS WHY PEOPLE UNINSTALL MOBILE APPS*

*AS A % OF ALL RESPONDENTS.

EACH PARTICIPANT MENTIONED

THREE REASONS.

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Thank You

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Questions?

localytics feed your app breakfast- seattle

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