appboy mobile shopping presentation - case studies from appboy clients
TRANSCRIPT
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1
A STUDY IN MOBILE GROWTH:
BECOMING YOUR CUSTOMERS’ RITUAL
MYLES KLEEGER, CRO, APPBOY PRESENTS: REAL LEARNINGS FROM APPBOY CUSTOMERS
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M E S S AG E S / M O. E V E N T S / M O.
Founded in 2011
120+ employees and growing
Offices in NYC, SF and LONDON
M AU / M O.
500 +
APPBOY — THE LEADING CUSTOMER RELATIONSHIP SUITE FOR MOBILE-FIRST MARKETERS
M 2 +B 100 +B
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TV
INTELLIGENT CRM FOR OUR MOBILE-CENTRIC WORLD
WEARABLES
PUSH NOTIFICATIONS
IN-APP/BROWSER MESSAGES
MOBILE/DESKTOP WEB
NEWS FEED CARDS
TV
EMAILS
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WE EMPOWER BRANDS TO BUILD LONG-TERM RELATIONSHIPS WITH THEIR CUSTOMERS
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SOURCE: FIKSU, DECEMBER 2015, ANDROID
$3.34COST PER INSTALL
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LESS THAN 5% OF YOUR CUSTOMERS WILL RETURN AFTER 90 DAYS
SOURCE: APPBOY PROPRIETARY RESEARCH
RETENTION RATE BY DAY
RETE
NTIO
N RA
TE
0%
10%
20%
30%
40%
DAYS SINCE APP INSTALL
1 2 3 4 5 6 7 14 30 45 60 90
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SOURCE: APPBOY ANALYSIS
$71EFFECTIVE COST PER ENGAGED CUSTOMER
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APPBOY CLIENTS ENJOY ABOVE AVERAGE RETENTION RATES
SOURCE: APPBOY PROPRIETARY RESEARCH
RETENTION RATE BY DAY AND PLATFORM
RETE
NTIO
N RA
TE
0%
10%
20%
30%
40%
DAYS SINCE APP INSTALL1 2 3 4 5 6 7 14 30 45 60 90
AndroidiOS
35%UPLIFT VS. AVERAGE
20%UPLIFT VS. AVERAGE
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HERE ARE FIVE SIMPLE BEST PRACTICES FOR MAXIMIZING YOUR RETENTION, ENGAGEMENT, AND MONETIZATION EFFORTS
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FOR BEST-IN-CLASS MARKETING RESULTS, FOLLOW THE DATA: 30,000 CAMPAIGNS 10 BILLION MARKETING MESSAGES
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01: ONBOARDING IS ESSENTIAL
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FIRST IMPRESSIONS MATTER
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MAKE SURE NEW USERS DISCOVER WHAT MAKES YOUR APP SPECIAL
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PUSH NOTIFICATIONS ARE A MOBILE MARKETER’S BEST FRIEND
Apps that implement push see a
71% increase in two-month retention
SOURCE: APPBOY PROPRIETARY DATA: *PURCHASES, CUSTOM EVENTS, APP USAGE
Soundcloud
💥 Flume music is waiting for you on SoundCloud.
2m ago
slide to view
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P U S H O P T- I N R AT E S ( I O S )
B2B + FINANCE
26%
RETAIL + COMMERCE
37%
UTILITY
40%
MEDIA + ENTERTAINMENT
46%
MEDICAL + HEALTH + FITNESS
54%
TRAVEL + TRANSPORTATION
50%
GAMING
32%
SOCIAL + MESSAGING
38%
FOOD + BEVERAGE
47%
EDUCATION
32%
IOS PUSH NOTIFICATION OPT-IN RATES ARE LOWER THAN YOU THINK.
SOURCE: APPBOY PROPRIETARY DATA
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EXPLAIN WHY USERS SHOULD OPT-IN TO RECEIVE PUSH FROM YOUR APP
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WELCOME PUSH NOTIFICATIONS NEW LOYALTY MEMBER NEWS FEED
EARN TRUST QUICKLY, AND CONTINUE TO DELIVER VALUE OVER TIME
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02: LEVERAGE MULTIPLE CHANNELS
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SYNCRONIZED MULTI-CHANNEL CAMPAIGNS SEE
2.2X LIFT INCONVERSIONS
SIMPLE CONTENT
RICH CONTENT
HIGH URGENCY
LOW URGENCY
P U S H E M A I L
I N - A P P / B R O W S E R
N OT I F I C AT I O N S
N E W S F E E D
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DELIVERY HERO CONNECTS PUSH NOTIFICATIONS WITH IN-APP EXPERIENCES
PUSH MESSAGE WITH DEEPLINK IN-APP MESSAGE
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PUSH GENERATES INITIAL AWARENESSNEWS FEED HIGHLIGHTS
OFFER IN-APPEMAIL WARNING OF THE
SALE’S FINAL DAY
URBAN OUTFITTERS INFORMS CUSTOMERS ABOUT LIMITED TIME ONLY SALES
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PUSH NEWS FEED CARDSIN-APP EMAIL
WALLAPOP CREATES EXCITEMENT WITH EXCLUSIVE THEMED SALE EVENTS
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03: GET CREATIVE WITH ENGAGEMENT EFFORTS
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EMOJI USE HAS EXPLODED IN THE PAST YEAR
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HAVE WE GONE TOO FAR? mail.com
/ USE TO SOFTEN TONE OF WRITTEN COPY
/ KEEP THINGS SNAPPY
/ AVOID HIDDEN MEANINGS
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EMOJIS ARE BECOMING INCREASINGLY POPULAR, BUT THE EMOJIS MOST FREQUENTLY USED BY PEOPLE DIFFER FROM THOSE USED BY BRANDS
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ADDING AN IMAGE TO YOUR MESSAGES RESULTS IN A 57% UPLIFT IN CONVERSIONS.
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WHEN USING PERSONALIZATION, CONVERSION RATES ARE 3X HIGHER.
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CREATE CONTEXTUAL RELEVANCE WITH REAL TIME DATA
GERMANY
COLOMBIA
KUWAIT
SoundcloudDJ Khaled’s newest song has received 10,455 listens in the past hour!
2m ago
slide to listen
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04: START EXPERIMENTING, ITERATE QUICKLY
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CUSTOMERS WHO TEST, INCREASE THEIR CONVERSION RATES BY 40%
VARIANT 1 VARIANT 2 VARIANT 3
PROJECTED WINNER
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URBAN OUTFITTERS TESTS COPY AND MESSAGING ON NEARLY EVERY CAMPAIGN
VARIANT A VARIANT B
PROJECTED WINNER
25%LIFT WITH
“VARIANT B”
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68% OF CARTS ARE ABANDONED WITHOUT THE CUSTOMER COMPLETING A PURCHASE
Drive monetization with targeted
incentives and reminders.
SOURCE: ECONSULTANCY
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DELIVERY HERO OPTIMIZES ABANDONED CART CAMPAIGNS FOR TIME BY MARKET
8-30MWINDOW OF TIME
20XUPLIFT IN AVG
CONVERSION RATES
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05: BE YOUR CUSTOMERS’ RITUAL
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S T R I C T LY O N F I D E N T I A /
3 6
PEOPLE ARE CREATURES OF HABIT. CONSISTENT ENGAGEMENT IS KEY TO A HEALTHY RELATIONSHIP.
R I C L 3 6
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BRANDS WHO INVEST IN THE RELATIONSHIP SEE A 139% INCREASE IN RETENTION RATE
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ALTERNATIVELY, FOR BRANDS WHO IGNORE THE RELATIONSHIP, RETENTION RATES DROP BY 66%
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PICSART ENCOURAGES SOCIAL ACTIVITY WITH ITS “REMIX” FEATURE
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NEWS FEED FOR LOYALTY PROGRAM PROGRESSION
FIND KEY MOMENTS TO INCENTIVIZE CUSTOMERS THROUGH LOYALTY.PICSART ENCOURAGES SOCIAL ACTIVITY WITH ITS “REMIX” FEATURE
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NEWS FEED FOR LOYALTY PROGRAM PROGRESSION
DELIVERY HERO USES GAMIFICATION TO INSPIRE REPEAT ORDERS
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LOCATION SPECIFIC NEWS FEED WITH IN-STORE EVENTS AND OFFERS
URBAN OUTFITTERS PROMOTES EXCLUSIVE OFFERS AND IN-STORE EXPERIENCES
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KEY TAKEAWAYS
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1 / ONBOARDING IS ESSENTIAL
2 / LEVERAGE MULTIPLE CHANNELS
3 / GET CREATIVE WITH ENGAGEMENT EFFORTS
4 / START EXPERIMENTING, ITERATE QUICKLY
5 / BE YOUR CUSTOMERS’ RITUAL