Swrve & Fintech

Mobile Success in Fintech

Transcript

1. CUSTOMER INTERACTION PLATFORM Nurtures and grows mobile-first relationships.
2. •  Founded in 2011. > $50m funding. •  SF, LA, NYC, London & Dublin locations. •  Focus exclusively on large enterprises Companies deploy Swrve in their apps to see and interact with their customers.
3. pg / Shaping the Mobile Experience | 3 Global Presence, Enterprise Scale London U.K. New York New York Dublin Ireland HQ San Francisco California Orange County California 10B Daily Events 2B Installs 85K+ User decisions a second tracked 943 million Session starts a month
4. Most companies view of their mobile customers
5. Activated Registered account New 1st App Open Engaged Added credit card Disappearing Not seen in two months 2 billion app installs 85,000 events/second Segment in real-time Swrve lights up your app
6. Activated Registered account New 1st App Open Engaged Added credit card Disappearing Not seen in two months Behavioural Segmentation
7. Onboarding Re-engage N u r t u r e Automated lifecycle marketing New 1st App Open Disappearing Not seen in two months Activated Registered account Engaged Added credit card Swrve interacts personally with customers to onboard, nurture, cross- sell, …
8. App SDK Marketing & Advertising Stack Rest API Real-time behavioural profile of each customer Swrve connects and orchestrates data from apps, CRM, online and marketing stack
9. Real-time behavioural profile of each customer Swrve connects and orchestrates data from apps, CRM, online and marketing stack HOW WE MANAGE DATA Anonymized customer IDs. Encrypted communications - server, cloud, client. Advanced controls such as SSON Role based permissions Don’t co-mingle customer data.
10. Re-imagining customer interaction A mobile-first example from a European banking client
11. Recent transactions! Mortgage -€890 Balance €24.
12. Recent transactions! Mortgage -€890 Balance €24. This is a mobile moment I need an overdraft
13. Recent transactions! Mortgage -€890 Balance €24. This is a mobile moment Do you want a €500 overdraft? I need an overdraft
14. Audience: Anonymized customer IDs Bank segments customers that are pre-approved for overdraft (via nightly API call). Message Trigger: Checking balance < €100 (via SDK)
15. Delivery: •  Native in-app message. •  Five seconds after balance look up. MVT: •  Control - 3% of total audience. •  Test different content and conversion flows Native in-app message
16. Full Screen Interstitial Test multiple variants without any engineering support! -  Content -  Call-to-action -  Formal -  Time/triggers -  Target audience -  Flow QA live in your production app without engineering support !
17. CROSS FUNCTIONAL USAGE Acquisition Advertising Product Analysts Growth Marketing
18. Acquisition teams use Swrve to optimize activation of first-time users, and convert them into customers.
19. Apps that optimize new user onboarding better retain, engage, and convert. BoA Onboarding flow
20. Create, deploy first touch experiences - on the fly, without code, or resubmitting to the app store. Track instantly how they activate. If not activating, change it in an instant. Swrve’s analytics are built around behavioral targeting
21. 21   Native messages display as hardcoded content - even though they may have been created minutes ago by the marketing team. Intro Push Permission Tip Overlays
22. 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
23. What if activation didn’t happen on first open? A message schedule (push, in-app, email) to new users is critical. Typically it raises activation rates by >50% Day 7 Day 3 Day 1 Day 10 Day 15 A/B Test variants
24. Mobile Moments. Delivered. | Variant 1 Variant 2 14.81% 35.01 13.89 22.50 2.89 969 8.30% 47.49 17.94 49.12 1350 4.02 Engagement Rate Subsequent Time in App Subsequent Number Of Sessions Push Opt-In Registered Activated engaged/recipients after engaging after engaging after engaging after engaging after engaging ENGAGEMENT METRICS Campaign Reports track outcomes Funnel Reports track conversion 1st Open Registered Activated 80% 60% 40% 20% 0% 100% Control Group Treatment 1 Treatment 2 LOG IN FUNNEL Variant 1 Variant 2 Iterate, A/B test and rack different onboarding strategies.
25. Once onboarding is optimised, Swrve will localize on the fly. It drives activations English Espanyol
26. Marketing teams use Swrve to speak individually with millions of customers to better educate, communicate & sell.
27. 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.
28. Target: New student account holders with no credit card, and approved for one. Start with the right audience Create ‘live’ segments based on actual behaviours
29. Variant 2 Variant 1 When you test, you achieve better results. Signed-up Swrve lets you focus on conversion goals.
30. Optimal: Sent at the perfect time for each customer based on their unique usage. Personal: Essential things like using peoples name When you personalise, engagement jumps 10X Contextual: Knows Kate has no card and is pre-approved.
31. 31   A message center saves every important message. Message centers typically drive engagement to over 80%.
32. 32   Messages are one-touch programmable, making interaction (and conversion) easy. On opening the push, customers see a personalised message
33. Advertising teams use Swrve to close the loop on their advertising campaigns.
34. This social campaign calls for a very different activation path once the student installs the BoA app. Promoted campaign targeting new student accounts openings
35. The marketing team can create bespoke content based on type of product/user acquisition.
36. Product teams use Swrve to test how different native mobile experiences impact engagement, usage, conversion…
37. Tabs Menu Hamburger Menu 37   +29%! Engagement Optimize native user experiences Variant 2 Variant 1
38. Optimize buttons, images, calls to action. Colored Buttons Plain Buttons +62%! feature use Variant 2 Variant 1
39. Business Analyst teams use Swrve to track how the app, campaigns and MVTs are performing.
40. 40   Acquisition Analytics Where do new users come from? What are the best channels for acquiring activated customers?
41. 41   Lifecycle Analytics Let you target messages at specific users based on time and behaviours FTUE ONBOARD NURTURE
42. Funnel Reports Graphical and tabular formats represent the linear flow through a sequence of selected app events to enable you to identify drop-offs.
43. Retention Reports Retention reports visualize how often new users return and engage with your application. Deep dive by segment and MVT
44. Swrve keeps an eye on customers - especially new ones 44   All Users Cross Promo Checking Account Alerts Configured Mortgage Savings Account Student Account Deposit Capture Users New Products Sold Gold Credit Card Track New Customer Engagement & Retention Track important segments Track the impact of nurturing campaigns
45. 45! Campaign Report ENGAGEMENTS OFFERS VIEWED +17% OFFERS VIEWED +17%
46. Growth teams use Swrve to deploy nurture campaigns that increase feature usage and engagement.
47. When customers first uses a feature, explain what they need to do next. Analytics report impact of MVT test. Users struggling with a feature?
48. Automated campaign: Active customers who have not used the live chat feature Swrve allows export of data to tools such as Tableau. Hence know what features unlock engagement Nudge features that increase usage and engagement Alerts Capture Chat
49. Simple to create a target group Answer Questions: Will this feature (TouchID) increase usage?
50. Answer Questions: Will this feature (TouchID) increase usage? Target group Interact with group Touch interactive in-app message (triggered after user views account balance.)
51. Answer Questions: Will this feature (TouchID) increase usage? Target group Interact with group Statistically determine success Success! - Tell all users
52. Performance marketing teams use Swrve to optimize campaigns.
53. There are over 100 different products on the this website. How do you sell them all on mobile? You don’t. Rather you personalise messages to just the right customers.
54. 54   Target: The bank tagged these customers searching mortgages on their website. Deeplink to application process When selling on mobile Target offers to specific customers.
55. 55   Variant 2 Variant 1 When selling on mobile Don’t offer multiple options Rather test multiple variants
56. Variant 2 56   Swrve will start a mortgage nurture campaign in-app Swrve will tell you which campaign is working best. A B Share results with in-house DMP C
57. Research teams use Swrve to track customer satisfaction, often triggered by what customer has just done.
58. 5 App Review: Only ask for reviews from customers who’ve actually used your app a lot. Great Poor Ask happy users to rate your app on the app store In-app survey to uncover the problem How is your app doing?
59. Send a Survey: Customers who visited the 90210 branch today How is the branch doing?
60. Is your Net Promoter Score improving?
61. Customer Success Technical and mobile marketing experts. • 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
62. pg pg / 62 Swrve Professional Services – extension of your Mobile Expert Team ONSITE STRATEGY Align your business’ strategic vision with an actionable Mobile Marketing Roadmap MANAGED INTEGRATION Delegate SDK integration or an in depth collaborative data mining DAY-TO-DAY Rely on Swrve to flawlessly execute and report on your campaigns
63. pg pg / 63 Swrve Strategic Marketing Services   PROJECT MANAGEMENT ✓  Dedicated lead to maintain scope, roles, requirements and customer responsibilities required for mobile campaign implementation. ONSITE BRAINSTORM ✓  Dedicated  onsite  collabora7on  to  discuss  your  immediate  mobile  marke7ng  strategic  goals  and  objec7ves.   BEST PRACTICE EXPERIENCE ✓  Expert guidance on how to maximize value through your Swrve campaigns, driven from successful customer experiences. 6-MONTH STRATEGIC MARKETING ROADMAP ✓  Detailed  6-­‐month  Strategic  Marke7ng  Roadmap,  focusing  on  the  development  of  campaigns  designed  to  maximize  the  target  KPI’s  of   your  core  user  segments.  
64. pg pg / 64 Swrve Managed SDK Integration   PROJECT MANAGEMENT ✓  Dedicated lead to build scope and maintain progress of SDK integration. INTEGRATION ✓  Conduct build of instrumentation plan for Swrve SDK by our expert Technical Support Engineers. ✓  Code review of with Licensed Technical Support Engineer. QUALITY ASSURANCE ✓  Quality assurance review of Swrve functionality after instrumentation specification has been implemented. ✓  Detailed verification of integration specification before releasing to market.  
65. pg pg / 65 Swrve Managed Campaign Services   PROJECT MANAGEMENT ✓  Dedicated lead to maintain scope, roles, requirements and customer responsibilities required for mobile campaign implementation. IMPLEMENTATION ✓  Deployment of desired mobile campaigns as requested. QUALITY ASSURANCE ✓  Detailed verification of campaign implementation before releasing to market. REPORTING ✓  Performance analysis of mobile campaigns as they compare to pre-defined success metrics.  
66. CUSTOMER INTERACTION PLATFORM Nurtures and grows mobile-first relationships.