appday mobtimizers-presentation-final
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App Growth Hacking by Brian Egerup Kjærulff
CEO & CO-founder, Mobtimizers.com linkedin.com/in/brianegerup
The War is On
150-200 daily micro moments
Micro Moments for Denmark
793.800.000 daily micro moments
Source: eMarketer - Smartphone penetration study (81% smartphone penetration), DK population 5.6Mhttp://www.emarketer.com/Article/Denmarks-Smartphone-Market-Nears-Saturation/1012620
Business Success with Apps, A Formula
Business Value (measured with the right KPI’s)
+ App Solves A Need+ Monetization Model+ Acquire Relevant Users+ Retain Users
Visibility EngagementStrategy Insights
Mobtimizers
Who We Work With
Smartphone Users’ Number of App Downloads Per Month
Source: MediaComInfographic Have We Reached Peak App
3.5Monthly averageof app downloads*Of the people who download apps
ASO: App Store Optimization
2.2 million apps in Apple App Store, 2.6 million apps in Google Play Store
Improve ranking Increase conversion
Grow user base
50% of App Installs Motivated by Specific Need
Source:Tune Blog
Friends Reccomendation
Ad Looked Interesting
App Featured by Apple or Google
Found in Google Results
Had a Specific Task
Was a Customer
Other
0 % 10 % 20 % 30 % 40 % 50 %
(2,6 %)
(10,8 %)
(37,3 %)
(13,5 %)
(13 %)
(20,2 %)
(31 %)
Source: Apple and Google
65%
Search queries account for 65% of downloads from the App Store and Google Play
How Apps Are Found
App Store Optimization (Holistic View) Analysis & Optimization
Rank Convert Engage
App Store Optimization Fundamentals
Source: Mobtimizers
Visibility Cycle
ASO: How to Increase RankingsAnalysis & Optimization
App Store Meta Data • App title (include keywords) • Keywords field (only Apple App Store) • App description (integrate keywords) • App category (primary & secondary)
Algorithm • Number of downloads (especially in ‘category') • Ratings and reviews (number & quality) • App updates
Client Example: Keyword Optimization (App Store)
Old Keywords
Optimized Keywords
Client Example: Keyword Optimization (Google Play)
App Ranks on +100 Keywords
Keyword Rankings and Optimization
Results - Keyword Rankings vs Competitors
Higher Category Ranking Boosts Organic Downloads
ASO: How to Increase ConversionAnalysis & Optimization
• Icon • Title • Screenshots • Video • Descriptions • Ratings and reviews
Optimize Conversion from Store View to Download, Baseline
40% Apple App Store
22% Google Play
Source: Mobtimizers Clients, iTunes Connect & Google Play
Value Proposition Validation, Continuous Experiments
Source: Google Play Experiments.
10%
13% 3%
6%
Source: Google Play Experiments.
B) Hitta nästa drömjobbet och spara platsannonser här
A) Sök nytt jobb på Sveriges största samlingsplats av lediga jobb
Optimize Conversion with Copy, Short Descriptions ExperimentAnalysis & Optimization
C) Största översikt över lediga jobb i hela Sverige
B) Hitta nästa drömjobbet och spara platsannonser här (+7% downloads)
A) Sök nytt jobb på Sveriges största samlingsplats av lediga jobb
Optimize Conversion with Copy, Short Descriptions ExperimentAnalysis & Optimization
C) Största översikt över lediga jobb i hela Sverige (+22% downloads)
Optimize Conversion with Visual, ScreenshotsAnalysis & Optimization
1st iteration 2nd iteration
• 30 seconds or less • With/without voice over • Both stores • Takes first screenshots space
Analysis & Optimization Optimize Conversion with Visual, VideoAnalysis & Optimization
Continuous Experiments: Accumulated Conversion Improvement
Source: Google Play Experiments
0 %
10 %
20 %
30 %
40 %
Accumulated improvement in App Store conversion
4,8 %1,5 %5 %
12 %
13 %
3 %Experiment 1: best practices screenshots
Experiment 2: App Trailer Video
Experiment 3: Changed first value proposition
Experiment 4, 5, & 6: New order in value propositions
+39.3%
App Store Optimization - Downloads Increase, Results
+170% Apple App Store
+80% Google Play
Source: Mobtimizers Client, iTunes Connect & Google Play
App Store Search Ads Benefits
Source: Sensor Tower (Updated August 12, 2016)
• Low cost per acquisition • Highest retention rates • Jump in organic downloads • Additional insights • Track downloads per keyword • Uses existing metadata • Ability to segment • US only now, soon global
Search Ads: Results So Far (iOS, Non-Games, North America)
Source: Appsflyer.com/index
Search Ads Are Linked to ASO
Source: App Store (US)
• Title • Rating • Screenshot(s) • Icon
Lack of Personalization, Contextual and Timely Engagement Leads to
CHURN
30 Day Retention Rate Averages, By Industry
Source: https://www.adjust.com/overview/analytics/2016/11/18/what-makes-a-good-retention-rate/
Pairing Individual With Data
DATA
INDIVIDUAL
segmentation
timing
customized
The Mobile Mind Shift
…a successful engagement delivers
personalized messages relevant to the right user
at the right time…contextual
How to Create Engagement Analysis & Optimization
• App quality • On-boarding • Push and in-app messages • Retargeting
Personalized Feed and Offers Based on Individuals
Push Messaging: Personal vs Generic
P
C
T
P
T
C
Effect Measurement: Personal Push vs Generic Push
0
100
200
300
400
Generic message Personal message
333,63
260,39
Increased Sessions per 1,000 Push Messages
~25% better performance
Source: Mobtimizers Client Data
Engagement Plan
Dedicated Mobile Web Push and App Push Platforms
Platform Overview
Rich Intelligence
Action
New Possibilities in The World of Push
Rich Push
Emojis
• Intelligent Delivery
• Geolocation (Foursquare)
• Web Push
App Growth Hacking, Our Findings
• Tab into specific needs and search volumes/competition • Align brand with users’ needs through value propositions • Optimize the whole funnel to drive users and retention • Embed the right technology within the organization • Move towards 1:1 communication, away from one-size-fits-all • Continuous iterations and experiments to accelerate learnings
Get in Touch
+45 21152412
Brian Egerup Kjærulff CEO & Co-Founder