"mobile apps, beyond downloads, what’s next?" by philippe dumont
TRANSCRIPT
Philippe Dumont, CEO @ AzetoneBoard Member @ Mobile Marketing Assoc.
Mobile Apps, beyond downloads, what’s next?
@phil_du
Mobile Apps, beyond downloads, what’s next?
• The Valley of Fear: you got tons of downloads but no one is
using your App…
• Achieving the 3 pillars of Mobile ROI: Retention, Engagement &
Conversion
• What does Mobile Success look like?
• What will next-generation Apps look like?
No One Downloads Apps Anymore!
The Retention Problem
(Basically) Only ONE Way To Get Downloads!
Bright Side: Which Mobile-App Business:
• Has more engagement than SnapChat?
• Is as big a business as Ebay?
• And is less than 5-year old?
OfferUp
OfferUp
OfferUp
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• Simple, Clean UI
• Optimized UX
• Easier and faster to use
• http://uk.businessinsider.com
/what-is-offerup-2016-6
Test & Learn
Don’t confuse
with Trial & Error
La différence entre le plan… et la réalité !
12
Can’t trust your guts!
13
At least 50% of your experiments will NOT give the expected result!
-- Håkan Forss, Agile Coach at King
Secret #1:
You can’t improve
what you can’t measure!
Secret #2:
You need KPIs and tools to improve!
What Methodology?
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Define KPIs
Set
Assumptions
Analyze
Results
Make
Decisions
Collect Data
Retention, Engagement & Conversion
CustomersDownloads
Retention Engagement ConversionFirst Use
Is 20% retention good or bad?
Is 20% Conversion Good or Bad?
17Source Quantcast 2016
First Use
Exceed initial customer expectations
18
Success Factors
• Easy and quick on-boarding (Login, Tutorial…)
• Simple and elegant Homepage
• Focus on one key differentiating feature
KPIs• Successful Logins vs 1st Launches
• Number of taps on key feature
• Time before 1st gesture on Login, Homepage
• % of unsuccessful gestures
• Crash Rates
• Time to launch/load pages
Tip from the Pros:
Track & optimize Login, (+ Homepage?)
based on acquisition
Retention
Get users coming for more
19
Success Factors
• Frequent content and feature updates
• Promotional / News / Event activities
• Push Notification / emailing
KPIs• # of unique users per day/week/month
• Cohort Tracking
• App Map (user flow)
• Average session length
• # of gesture and pages per session
• Usage variations per user segment
TakeIt
Tip from the Pros:
Average session time: 120 sec!!!
Engagement
Have users interact with your App
20
Success Factors
• Focus on content quality and relevance & updates
• Optimize key App UX moments
• Personalize App to user and context
KPIs• Key Page & Feature usage
• Exit rate per view
• Time and # of gesture per view
• First gestures and time between gestures
• Number of interactions per session
• % of unexpected gestures per view (zooms, up and down scrolls…)
PMU Sport
Tip from the Pros:
Identify and optimize Core vs. Overhead
Views
Conversion
Time for action!
21
Success Factors
• Optimize conversion action and funnel• Personalize App based on context (location, time, weather…) and user
profile• Save and provide purchase/usage history• Reminder to users who don’t convert
KPIs• Add to cart• % drop rates in funnel• General Conversion Rate• Final Cart value• Customer LTV
Tip from the Pros:
Never more than 3 pages or views:
Search/Select/Validate
User Flow
22
BazarChicHeatmaps
23
BazarChicHeatmaps
24
UX Analytics
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AVendreALouer Optimizes Its UX And Boosts Its Conversion Rates
• AVendreALouer tested in production
how different UI variants were performing.
• After a few thousand conversions,
a winning variant has been identified
with full confidence
• By A/B testing its action bar,
AVendreALouer improved its
conversion rate by +36%! +36%
Le Cloud by Orange
The App requires a configuration of
which files are to be sync’ed
• Access to functionnalities must be
configuration-sensitive
• New users are driven to configuration
menus
• Recurring users access menus
optimized for regular usage
• Result: +32% Activation rate
Copyright © 2016 Criteo
Source: Criteo – Rapport d’activité sur le commerce mobile – Q4 2015
Copyright © 2016 Criteo
Conversion Rates for
optimized apps are higher
than on desktop or with
mobile web
x2x1,2
DESKTOPNAVIGATEUR MOBILE
APPLICATION
What Does Mobile Success Look Like?
Copyright © 2016 Criteo
Source: Criteo – Rapport d’activité sur le commerce mobile – Q4 2015
# of Products viewed
5,7
Added to Cart
13%
Purchase
44%
MOBILE BROWSER
# of Products viewed
22
Added to Cart
24%
Purchase
54%
APPLICATION
+286%
+85%
+23%
Optimized Apps
perform better than
Web at each step of
the Funnel
Conversion rate x2,2
What Does Mobile Success Look Like?
What Next-Gen Apps will look like?
• Look for:
• API
• Algorythms
• Bots
• Personalization
• « What we want is no longer make an App for all of our
customers, we want to make an App for each of our
customers » Yvan Delègue, Mobile Apps Director @ Orange
Rich, real-time, server-side enabled UX
It is an App World…
So the World is Yours!
Thank You!@phil_du
www.azetone.com
Some References You May Want to Look at:
• How delivering personalized Apps is transforming the market (Orange): https://partner.orange.com/personalized-apps/
• OfferUp review (Business Insider): http://uk.businessinsider.com/what-is-offerup-2016-6
• SlideShare Mobile Marketing Resources: http://www.slideshare.net/Phildu1/
• Azetone Youtube Channel: https://www.youtube.com/channel/UCIct991DmVWjnfJjFvihmCQ
• 2016 Mobile Trends (Azetone): http://www.slideshare.net/Phildu1/2016-mobile-trends-by-azetone
• Mobile Marketing Association: http://www.mmaglobal.com/ and http://www.mmaf.fr/