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Dinosaur Dog Costume

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Real Flower Bracelet

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Men's Sloth Shirt

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Oversized foosball table

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• Born on Halloween • Raised in Paris • Live in Brooklyn • Previously Amazon and Zendesk • Now: Product Marketing @ Etsy

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Seller Studio: Gender Gems

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Seller Studio: Mirlande

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1. Shopping journeys are complex 2. Most Etsy buyers are on mobile 3. Native = a better shopping experience 4. Apps make it easier to stay top of mind

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The shopping journey is getting more and more complex. You can’t focus exclusively on desktop or the app.

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Most Etsy buyers are on mobile. 58% of Etsy GMS is done on a mobile device such as a tablet or a smartphone.

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Apps can provide a better shopping experience.

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Once users have installed your app, it’s easier to stay top of mind.

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desktop Mobile web app

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➔ Drive incremental downloads ➔ Keep app users engaged

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1. Build the right infrastructure 2. Prioritize based on impact 3. Identify the right users for the app 4. Find the right moment for app promotion

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Build good product and analytics infrastructure.

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You need impact with numbers you trust before you can justify any investment in growth.

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Understand the value of an app user.

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➔ Understand what incremental value you get from a user who downloaded the app (vs. a similar user who didn’t) to understand your ROI. ➔ Understand what incremental value you get based on different acquisition channels (organic vs. paid).

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Understand who your users are, and how to reach them.

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People use the app (compared to other platforms) for a lot more than buying.

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This is a daily ritual for me, as a bride planning her wedding.” “I was on my long commute.

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Mobile apps are not for everyone.

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87% of people say they can be loyal to a brand without having its app on their phone. 53% of smartphone users say they do not have their favorite brand’s app installed on their phone.

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First, let’s get the Etsy app top of mind.

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Second, let’s optimize our app store pages to maximize downloads.

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1. Update your app store assets regularly 2. Optimize your app store presence 3. Add a (good) promotional video 4. Manage reviews and user feedback 5. Nurture relationships w/ Apple & Google

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Third, let’s get users back in the app.

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On average, mobile apps lose 77% of their DAUs within the first 3 days after install. In the next 30 days, that number jumps to 90%.

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Push notifications are a privilege.

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Don’t make a deal the only reason why users would download your app.

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