2
Experience
Historically,
the primary experience was the actual journey.
Loyalty
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0
25
50
75
100
2014 2015 2016 2017 2018 2019
Until Mobile Changed Everything
$65BN Travel Business Today
Mobile represents
47% of all sales.
Hitting $100BN in
the next three
years.
Source: eMarketer
US mobile travel sales ($BN)
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4
Personalised
Experience
+
Now,
mobile is the connective tissue of the travel experience.
Loyalty
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• Founded in 2011. > $50m funding.
• SF, LA, NYC, London & Dublin
locations.
• Focus exclusively on large
enterprises
• Installed in over 1.8 billion mobile
apps
Companies use Swrve to grow
their mobile business.
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Each day Swrve tracks over 10
billion events from millions of users
with mission critical reliability and
responsiveness.
• 99.99% uptime over past 12 months.
• 502ms responsiveness to every event.
• European & US data centres.
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Customer Success Team
Global technical and mobile marketing
team.
• 100% of new customers live &
onboarded within 60 days.
• 100% satisfaction on support tickets
(ave time 1.7 hours)
• 95% customers login daily.
• 24/7 support
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Know customers individually,
interact with them personally,
to grow your mobile business.
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Most companies
know very little
about their
customers
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Activated
Booked 1st flight
New
1st App Open
Engaged
At Heathrow
now
Disappearing
LTV: $4,750
1.8 billion apps
100,000 events/second
Segment in real-time
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Activated
Booked 1st flight
New
1st App Open
Engaged
At Heathrow
now
Disappearing
LTV: $4,750
Onboarding
Re-engage
N
u
r
t
u
r
e
1.8 billion apps
100,000 events/second
Segment in real-time
Personally interact
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Installed
App
A mobile journey
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1 7 14 30 60 90
Days since App Install
20
40
60
80
100
% of users still active
25% of new users will open
your app just once.
80% of new users will
abandon your app within 90
days.
If nobody uses your
app, you have no
mobile strategy.
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1 7 14 30 60 90
Days since App Install
20
40
60
80
100
% of users still active
Apps that optimize
onboarding improve
retention by >200%
Optimized onboarding
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@barryno #SwrveMMA 15
Mobile-first companies
optimise onboarding on the
fly
• No coding
• No release to the app store
• See impact in real-time
• Exploit time as competitive-
advantage
Do you want to wait 12 months
to optimize onboarding?
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Focus on activating
new users
BA Activated Me
1.Registered & in loyalty program
2.Granted essential permissions
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Create, deploy first touch
experiences - on the fly, without
code, or resubmitting to the
app store.
If it is not activating, change it in
an instant.
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Focus your first-
touch experiences
solely on your core
activation goals.
Intro Push Permission Location Permission
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Always explain the value to users
from permissions (e.g. push). Opt-
in rates will increase 200%-300%.
0
20
40
60
80
No Pre-Prompt Pre-Prompt
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Once onboarding is optimised, localise.
It will drive global activations
It is normal for onboarding to
continue long after Day1
A message schedule (push, in-
app, email) to new users
increases activation rate by
>55%.
Day 7
Day 3
Day 1 Day 7 Day 7
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Target: Customers with >5,000
points and no miles credit card
Trigger: 5 seconds after a user checks
out their frequent flyer account
Nurture behaviours that
deepen usage and habits
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Installed
App
Onboard
Nurture
Personally
Engage
A mobile journey
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Are you engaging?
The problem with broadcast messages:
Notifications such as this flight sale achieve
between 2-3% engagement.
The reality:
You are training 97% of your customers to
ignore you.
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Target: Active customers who
purchased in the last year and
responded to previous sales campaigns
flights_promo
Personal and contextual
messages achieve
between 45%-65%
engagement.
Start with the right audience
Create ‘live’ segments based on
actual interests and behaviours
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Variant 2
Variant 1
When you test,
you achieve better results.
Purchased
Swrve lets you focus on
conversion goals.
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Variant 3
Optimal:
Sent at the perfect time for
each customer based on
their unique usage.
Personal:
Simple things like using
peoples name
Contextual:
Insert points status.
And when you personalise, engagement jumps 10X
Hyper-targeted:
Searched Rome on website
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Variant 3 Variant 4
The great advantage to
mobile is we know the
location & language of
every user.
This lets you localise on
the fly.
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Summary: Personalisation plays a
defining role in mobile engagement.
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Installed
App
Onboard
Nurture
Personally
Engage
Purchase
Trip
A mobile journey
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Mobile experiences much higher
cart abandonment.
No1 reason: users got distracted before
completing purchase.
Automating intelligent re-engagement strategies
really pays off.
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It pays off to make re-engagement
personal
Day
3
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It pays off to make re-engagement
personal, and omni-channel
Day
3
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Installed
App
Onboard
Nurture
Personally
Engage
Purchase
Trip
Pre-trip
Up-sell
A mobile journey
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When selling on
mobile
Don’t push lots of different
offers
Rather target offers to
specific customers.
Economy travellers most
likely to upgrade
LHR passengers who purchased
Heathrow express in the past
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When selling
Don’t offer multiple
options
Rather test multiple
variants
No1
Variant 2
Variant 1
Variant 3
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And know how well each campaign is
monetizing
Variant 3
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Installed
App
Onboard
Nurture
Personally
Engage
Pre-flight
Update
Location
Messaging
Purchase
Trip
Pre-trip
Up-sell
A mobile journey
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Useful, timely notifications are
how today’s brands build value.
Dynamic, location-aware
messaging
• Location triggered
• Personal
• Gate information
• Knows time is tight
• Offers a solution
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43
Transactional messaging lets your
in-house systems converse
directly with customers.
Swrve injects dynamic content
“bring an umbrella”!
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Installed
App
Onboard
Nurture
Personally
Engage
Customer
Satisfaction
Pre-flight
Update
Location
Messaging
Purchase
Trip
Pre-trip
Up-sell
A mobile journey
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45
Real-time customer surveys
>40% engage…and then over 70%
complete the survey
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Analytics tell you
what is happening
Surveys tell you
why its happening
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Know customers individually,
interact with them personally,
to grow your mobile business.