Leslie Grandy: Optimizing your app for profitability

Video: https://www.youtube.com/watch?v=vyNDfCmGOIw&feature=youtu.be

Speaker: Leslie Grandy combines 20 years in technology product marketing and development with 13 years of previous experience in motion picture and television commercial production to create innovative solutions that drive measurable results for both B2B and B2C companies.

Grandy currently serves as the Senior Director at Best Buy’s Seattle Technology Development Center, where she leads the mobile apps team. Prior to Best Buy, Grandy was the SVP, Digital Media Product and Development for Discovery Communications, where she led the teams responsible for delivering the companies owned and operated experiences across web, mobile and TV Everywhere platforms.
As Vice President, Product Development at T-Mobile, Leslie led the launch of the first Android/Google developed phone, the T-Mobile G1, and shepherded the release of no less than six versions of the company’s iconic Sidekick device, deemed by Forbes.com as a “Hall of Fame” handset along with the Razr and iPhone. Realizing innovation is a hallmark of Leslie’s development teams, as further illustrated by the launch of the first BlackBerry device in a flip form factor. On the service side, her product development team included the T-Mobile franchise service, My Faves, which grew under her leadership to over 10 million subscribers. She was also named to Puget Sound Business Journal's TechFlash Top Women in Technology list.

Abstract: From page load times to crash rates and network calls, there are a multitude of factors that can positively and negatively impact your app's profitability. According to the Akamai Technologies report "Performance Matters: 9 Key Consumer Insights", nearly one in five consumers expect mobile pages to load instantly; 30 percent expect a page to load in one second or less; and 49 percent expect loading to occur in two seconds or less. But page load times are only part of the story; there are 5 keys to optimization for profitability: App performance monitoring, analytics, design, ASO/SEO, customer data. Using specific examples from the work of Best Buy's own native app development team, the session will cover what developers should be focusing on to ensure maximum revenue per visitor.

Transcript

1. OPTIMIZING YOUR APP FOR PROFITABILITY Leslie Grandy, Sr Director, Digital Products
2. 5 KEY PILLARS OF A STRONG APP OPTIMIZATION STRATEGY
3. - CUSTOMER DATA - 5 KEY PILLARS OF A STRONG APP OPTIMIZATION STRATEGY
4. - DESIGN - 5 KEY PILLARS OF A STRONG APP OPTIMIZATION STRATEGY
5. - PERFORMANCE MONITORING - 5 KEY PILLARS OF A STRONG APP OPTIMIZATION STRATEGY
6. - ASO/SEO - 5 KEY PILLARS OF A STRONG APP OPTIMIZATION STRATEGY
7. 5 KEY PILLARS OF A STRONG APP OPTIMIZATION STRATEGY - PRODUCT ANALYTICS -
8. CUSTOMER DATA 5 KEY PILLARS OF A STRONG APP OPTIMIZATION STRATEGY
9. CUSTOMER DATA Account & Profile Data New vs Returning Acquisition Source CLV/LTV History 5 KEY PILLARS OF A STRONG APP OPTIMIZATION STRATEGY Segments & Cohorts
10. 5 KEY PILLARS OF A STRONG APP OPTIMIZATION STRATEGY DESIGN
11. DESIGN Capabilities Inputs/Gestures Flows Text & Imagery Creative 5 KEY PILLARS OF A STRONG APP OPTIMIZATION STRATEGY A/B Testing UsabilityTesting
12. 5 KEY PILLARS OF A STRONG APP OPTIMIZATION STRATEGY PERFORMANCE
13. Startup Time PERFORMANCE Web Service & API Calls Crash Rate Device & OS Support Page Load Times Limit Javascript Reusable Components Layout Hierarchies Optimize Tables Views On Demand Content Fewer Objects Image Size Caching Code Bloat Reduce Redirects Latency Scalability of Servers 5 KEY PILLARS OF A STRONG APP OPTIMIZATION STRATEGY
14. ASO/SEO 5 KEY PILLARS OF A STRONG APP OPTIMIZATION STRATEGY
15. ASO/SEO Title, Content Indexing Universal Links iOS Keyword Data Android API & Firebase 5 KEY PILLARS OF A STRONG APP OPTIMIZATION STRATEGY Deeplinking Ratings & Reviews
16. 5 KEY PILLARS OF A STRONG APP OPTIMIZATION STRATEGY ANALYTICS
17. ANALYTICS Pathing Conversion Revenue- Engagement Per User Usage Orders or Actions over Time 5 KEY PILLARS OF A STRONG APP OPTIMIZATION STRATEGY Bounce Happy Path Page Views Session Time Micro KPIs First Launches Frequency Active Users/ Time
18. WHEN YOU MANAGE THIS DIAGRAM AS A FLYWHEEL… OPTIMIZATION
19. PROFITABILITY FOLLOWS
20. THANK YOU!