Delivering Mobile ROI With Outstanding First-time User Experience

This webinar takes a close look at first time user experience (FTUE), and why 'onboarding' is so vital to the success of any mobile app business. We'll look at the numbers that contribute to mobile ROI, but most important of all share practical ways to improve onboarding performance, deliver great FTUE, and enjoy mobile success as a result.

Transcript

1. Delivering Mobile ROI With Outstanding First-time User Experience MMA Webinar Series April 28, 2016 Sponsored By:
2. MMA Purpose Cultivating Inspiration Aimed at the Chief Marketer; guiding best practices and driving innovation Building Capability for Success Fostering know-how and confidence within the Chief Marketer's organization Demonstrating Measurement and Impact Proving the effectiveness and impact of mobile through research providing tangible ROI measurement and other data Advocacy Working with partners and our members to protect the mobile marketing industry WHO The People We Serve Prime Audience: Chief Marketers By helping Marketers do Mobile better, everyone wins. MMA membership represents Marketers, Agency, Media and Technology Enablers from across the globe. WHY Our Reason for Being Mission: To accelerate the transformation and innovation of marketing through mobile, driving business growth with closer and stronger consumer engagement. WHAT Our Strategic Priorities 2 For more information about membership email: membership@mmaglobal.com MMA is 800+ Members Strong Globally Marketers, Agencies, Media Sellers, Technology & Operators
3. 3 Managing Your Questions Share the Insights #MMAWeb
4. 4 Presenters Moderator Leo Scullin VP of Industry Programs Mobile Marketing Association Barry Nolan VP of Strategy Swrve
5. @barryno #SwrveMMA 5 First Time User Experiences How (not) to lose 25% of your users in one moment. Agenda - Where do users come from? - Why that doesn’t matter - What is activated? - Tracking activation. - How mobile-first companies optimise activation
6. @barryno #SwrveMMA 6 Legal obligations
7. @barryno #SwrveMMA Successful businesses use Swrve to grow their mobile business 7
8. @barryno #SwrveMMA Nurture, convert and grow each customer relationship through the most personalised mobile communications.
9. The future of marketing in three charts Mobile is universal 4 billion users source: A16Z Marketing tech is PC based
10. Mobile is universal 4 BN users Digital time spent Mobile = 62% of time Des ktop 38% Mob ile 62% source: Comscore source: A16Z The future of marketing in three charts
11. Mobile is universal 4BNbn users Digital time spent Mobile = 62% of time Mobile Apps v’s Mobile Web Apps = engagement, retention, conversion Des ktop 38% Mob ile 62% 0 55 110 165 220 Mobile App Mobile Web source: Comscore source: Comscore source: A16Z Minute s per user The future of marketing in three charts
12. @barryno #SwrveMMA 12 The App Store is where apps go to die THIS IS YOUR APP HERE
13. @barryno #SwrveMMA 13 200 billion apps are expected to be downloaded in 2016 Marketers spent $3 billion on app install advertising in 2015 Source Google: Engage Users and Drive Conversions 2016
14. @barryno #SwrveMMA 14 Acquire Paid Organic
15. @barryno #SwrveMMA 15 Acquire Paid Organic Source. A16Z
16. @barryno #SwrveMMA 16 Acquire Paid Organic
17. @barryno #SwrveMMA 17 Acquire Paid Organic Always read the small print
18. @barryno #SwrveMMA 18 Acquire 1st Open Activated
19. @barryno #SwrveMMA 19 THE PROBLEM: 25% of users will open your app only once.(Most, just a few times). 1 >1 times AVERAGE NUMBER OF APP OPENS (The easiest known way to blow your marketing budget.) Source: Flurry
20. @barryno #SwrveMMA 20 Source: Andrew Chen
21. @barryno #SwrveMMA 21
22. @barryno #SwrveMMA 22 Engaged 20 Customers 5 Acquired 100 The easiest way to grow
23. @barryno #SwrveMMA 23 Engaged 20 Payers 5 Customers 10 30 Engaged Acquired 100 Retention Conversion LTV The easiest way to grow
24. @barryno #SwrveMMA 24 Acquire 1st Open Activated Onboarding First-time user experience
25. @barryno #SwrveMMA 25 First-time user experience What outcome do you want from the first time somebody opens your app?
26. @barryno #SwrveMMA 26 Getting your first-time user experience right Define Activated Track Activation Performance Optimise Onboarding
27. @barryno #SwrveMMA 27 Step 1 Clearly define Activated Registered with credit card Grant access to contacts Start listening to free music Start 1 month free trial
28. @barryno #SwrveMMA 28 Remove every piece of friction preventing users getting there quickly. Step 1 Clearly define Activated
29. @barryno #SwrveMMA 29 Step 1 Clearly define Activated
30. @barryno #SwrveMMA Step 1 Clearly define Activated Including the permissions is fundamental to your app’s functionality.
31. @barryno #SwrveMMA 31 Getting your first-time user experience right Define Activated Track Activation Performance Optimise Onboarding
32. @barryno #SwrveMMA Step 2 Instrument Activation Performance Ancient Maxim What gets measured…
33. @barryno #SwrveMMA 33 Attribution Analytics Marketing ROI
34. @barryno #SwrveMMA 34 Lifecycle Analytics This app doesn’t have 2.8 million MAU It has: 39k first time users 118k bounced users 30k evaluating users 444k lapsing users 662k disappearing users
35. @barryno #SwrveMMA 35 Lifecycle Analytics This app doesn’t have 2.8 million MAU It has: 39k first time users 118k bounced users 30k evaluating users 444k lapsing users 662k disappearing users ONBOARD NURTURE RE-ENGAGE
36. @barryno #SwrveMMA 36 Day 1, 7 and 30 retention rates are a leading indicator of app success. A/B  Test
37. @barryno #SwrveMMA 37 Retention Reports Retention reports visualize how often new users return and engage with your application. If they love your app, they will return.
38. @barryno #SwrveMMA 38 Two apps in the exact same category One successful. One not (yet).
39. @barryno #SwrveMMA 39 0 20 40 60 1 2 3 4 5 6 7 8 9 10 11 12 13 Days since 1st open % Retention Two apps in the exact same category One has optimised Onboarding
40. @barryno #SwrveMMA 40 0 20 40 60 1 2 3 4 5 6 7 8 9 10111213 Days since 1st open % Retention At $3.50 per paid install Retained user acquisition cost = $13 Retained user acquisition cost = $175
41. @barryno #SwrveMMA 41 Getting your first-time user experience right Define Activated Track Activation Performance Optimise Onboarding
42. @barryno #SwrveMMA 42 Develop  Onboarding Sprint 1 Release  App Results Decide Develop  Onboarding Sprint 2 Release  App Results Decide Develop  Onboarding Sprint 3 Release  App Results Decide Develop  Onboarding Sprint 4 Release  App Results Decide 3 Months 6 Months 9 Months 12 Months Apps ≠ Agile Marketing
43. @barryno #SwrveMMA 43 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
44. @barryno #SwrveMMA 44 THE ONBOARDING TOOLSET Enable the marketing team to create, deliver and test a range of first-time user experiences that increase the activation of new users. It is the easiest way to grow your app business. Onboard and Activate each new user
45. @barryno #SwrveMMA 45 Welcome Tours • Create welcome intro to the app • Change on the fly without having to update on the App Store. • Video messaging is especially effective. • Only show what’s mandatory - no long and winding roads. Onboard and Activate each new user
46. @barryno #SwrveMMA 46 Tip-Overlays Tip overlay tutorials delivered to users as they first explore the app. They point out key features right in the context of their use of the app. If international, localise. Onboard and Activate each new user Welcome Tour
47. @barryno #SwrveMMA 47 Ask for Permission Most apps need permissions such as push and location to be effective. Explain to users the value of permissions and lets them make the decision (before calling on the OS). Welcome Tour Tip Tutorials Onboard and Activate each new user
48. @barryno #SwrveMMA 48 Day +1 Messaging In the first days after install, reach out to new users yet to be activated. Welcome Tour Tip Tutorials Permission Requests Onboard and Activate each new user
49. @barryno #SwrveMMA 49 In-App Message If a user hasn’t taken a core action - e.g. account creation - prompt them with in-app messages Welcome Tour Tip Tutorials Permission Requests Push Messaging Onboard and Activate each new user
50. @barryno #SwrveMMA 50 Onboarding Variant 1 Onboarding Variant 2 Iterate, A/B test and track different onboarding strategies. Funnel Reports track conversion Campaign Reports track outcomes
51. @barryno #SwrveMMA 51 CASE STUDY: Fashion curation app. FIRST-TIME GOAL: Get new users to create a profile. PROBLEM: Only 14% of new users create profiles. SOLUTION A/B Test different first-time experiences.
52. @barryno #SwrveMMA 52 Control Group Current setup Forced Registration No registration & in app tutorial No registration & in-app incentive Treatment 1 Treatment 2 3 A/B TESTS
53. 53 Control Group - Mandatory User Registration
54. 54 Control Group - Mandatory User Registration 14% 0% 25% 50% Control Group Control Group - % User Registration
55. 55 Treatment 1 - No Registration. In-app tips
56. 56 Treatment 1 - No Registration. In-app tips 14% 26% 0% 25% 50% Control Group Treatment 1 Treatment 1 - % User Registration +85%
57. 57 Treatment 2 - No Registration. In-app Incentive
58. 58 Treatment 2 - No Registration. In-app Incentive 14% 26% 44% 0% 25% 50% Control Group Treatment 1 Treatment 2 Treatment 2 - % User Registration +221%
60. @barryno #SwrveMMA 60 Lessons Learned. Always be optimising your first-time user experiences They may last for one minute, but are core to your app’s long-term success.
61. @barryno #SwrveMMA 61 First Time User Experiences How (not) to lose 25% of your users in one moment. To Summarise - Where do users come from? - Why that doesn’t matter - What is activated? - Tracking activation. - How mobile-first companies optimise activation
62. Upcoming MMA Events Delivering Mobile ROI With Outstanding First-time User Experience Thursday, April 28 Mobile and Location Data : Accelerating Your Integrated Marketing Strategy Wednesday, May 4 MMA Webinar Series 62 mmaglobal.com/calendar/monthly mmaglobal.com/webinars Be Inspired and Learn MMA Mobile Marketing Leadership Forum May 10-11, 2016 MMA Forum Argentina May 18, 2016 MMA Forum London June 6, 2016
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65. Thank You!