Slide 1: Beyond the App Install: From Acquisition to Re-Engagement
Beyond the App Install: From Acquisition to Re-Engagement
Slide 2: Speakers: Mercy Bell and Dennis Mink
Mercy Bell Dennis Mink Sr. Mobile Strategist VP Marketing Kahuna Liftoff
Slide 3: Housekeeping
Housekeeping • Webinar will be recorded and emailed out • Have a question during the webinar? - Ask us via the comments box - Q&A time at end of webinar • Let’s get social! Tweet us with #BeyondThe Install - @Kahuna - @LiftoffMobile
Slide 4: Agenda
Agenda • The Challenge • The Opportunity • The Solution • Acquire the right users • Re-engage via advertising • Re-engage via messaging
Slide 5: The Challenge
The Challenge
Slide 6: 3M+ Apps Available in Leading App Stores
3M+ APPS AVAILABLE IN LEADING APP STORES 85B APPS DOWNLOADED FROM THE APP STORE 17% YOY INCREASE IN COST PER INSTALL 14% AVERAGE 1-DAY RETENTION RATES
Slide 7: The Opportunity
The Opportunity
Slide 8: Growth in App Usage and Mobile Ad Revenue in 2014
76% GROWTH IN APP USAGE IN 2014 105% GROWTH IN MOBILE AD REVENUE IN 2014 50%+ APP DEVELOPERS STILL PREFER CPI ACQUISITION 50% AVERAGE OPT-IN RATES FOR PUSH
Slide 9: The Solution: Look beyond the install
The Solution: Look beyond the install
Slide 10: Focus on the right metrics
Focus on the right metrics • Actions • Revenue • Retention • Uninstalls & Opt-outs
Slide 11: Re-engagement
Re-engagement • Activate and onboard new users • Encourage a habit of use • Create memorable mobile moments • Re-activate dormant users • Nurture top users
Slide 12: Acquire the right users
Acquire the right users
Slide 13: Profile your most engaged users
Profile your most engaged users • Age and gender • Device • Location • Related apps • Post-install behaviour Profiling supports lookalike targeting
Slide 14: iOS vs Android
iOS vs Android CPAs by Platform Android delivers low CPAs for light-weight post-install events. iOS outperforms with transactional events. pay ms im " -24% 42% Reece $26.33 —_ | Register Share -7% $43.66 $40.71 Reserve -20% $96.40 u 7 Purchase -22% $227.80 $176.85 Subscribe
Slide 15: Women vs Men
Women vs Men CPAs by Gender 4% Differences exist between men and women in the apps they download and the events they engage in. $206.06 ¢ 198.60 i -40% $107.99 i 4% e R -30% $65.5 -1% $43.04 $41.33 $19.01 $2727 $9.50 $9.58 a Register Share Reserve Purchase Subscribe
Slide 16: Build ad creative that drives installs
Build ad creative that drives installs • Include a clear call to action • Bold, bright flat colored backgrounds performance best • Limit use of animation, especially with interstitials
Slide 17: A/B test your ad creative
A/B test your ad creative A Hi, Want a Date? fA Hi, Want a Date?
Slide 18: A/B test your ad creative
A/B test your ad creative $2.67 CPI 13.11% $2.67 CPI $7.03 CPA 19.39% $7.03 CPA
Slide 19: Optimize your ad inventory
Optimize your ad inventory • Like other channels, “good” inventory matters • Run ads in apps that map to your most engaged users • Watch out for “dumb” DSPs, where 1/3 of ad spend will go toward Talking Tom
Slide 20: Optimize for engagement, not installs
Optimize for engagement, not installs • Focus on acquiring users that engage • Make sure you have proper tracking of post install events & attribution • Optimize against revenue- producing post-install events
Slide 21: Re-engagement via advertising
Re-engagement via advertising
Slide 22: Re-engage your existing users
Re-engage your existing users • Target users who already installed your app • Awaken dormant users • Deep link to relevant screens • Optimize for post-install conversions
Slide 23: Re-engagement via messaging
Re-engagement via messaging
Slide 24: Understand your customers
Understand your customers Location Timing Behavior Preferences Device
Slide 25: Promote virtuous actions
Promote virtuous actions 10 FRIENDS 4 POSTS 3 SHARES
Slide 26: Message the person, not the device
Message PROFILE the person, USER INFORMATION not the device BEHAVIOR OVERVIEW
Slide 27: Talk to the right people
Talk to the right people = OP Btracks figs nora 2-2 Follow uu The best notification | have ever received. Kudos @8tracks you have done so well. e ba We miss you. We can
Slide 28: Make it personal
Make it personal & Tom Carrington Smith %k 2 Follow This is how you use push notifications effectively. Great work @NetflixUK! Can't wait to watch it!
Slide 29: Leverage the right channels, not every channel
Leverage the right channels, not every channel FACEBOOK ADVERTISEMENTS PUSH NOTIFICATIONS
Slide 30: Get the timing right
Get the timing right BEST TIME TO SEND A PUSH NOTIFICATION 10.5% % OF USERS 7.5% 4.5% 1.5% 12 4 AM 8 AM 12 NOON 4 PM 8 PM AM PREFERRED TIME OF DAY
Slide 31: Practical Examples
Practical Examples
Slide 32: Top Lifecycle Campaigns
Top Lifecycle Campaigns Goal Campaign Suggestion Gather information & inspire Registration incentives & New users sticky user experience onboarding campaigns Incentivize mobile conversions Cart fulfillment, referral Engaged users and brand advocacy incentives & VIP campaigns Re-introduce the value P
Slide 33: Registration incentives for first-time user campaigns
Registration incentives for first-time user campaigns
Slide 34: Find users who…
Find users who… • Have used the app only one time • Have not registered • Have browsed Thai food
Slide 35: Send a personalized incentive
Send a personalized incentive You type: Your user sees: Sign in for e xclusive discounts Sign in for e xclusive discounts to [restaurant type] to Thai restaurants in restaurants in [location]. San Francisco.
Slide 36: Affinity-based offer for re-engagement and retention
Affinity-based offer for re-engagement and retention
Slide 37: Find users who…
Find users who… • Have been dormant for 5 days • Have listened more than 2 times
Slide 38: Send a personalized message
Send a personalized message You type: Your user sees: Still like [category listened]? Still like Old School Hip-Hop? Rock on with this Rock on with this free music credit. free music credit.
Slide 39: Top Conversion Campaigns
Top Conversion Campaigns Goal Campaign Suggestion Complete initial cart Cart fulfillment, New users fulfillment/purchase discount/promotional campaigns First-time Encourage repeat purchases Cart fulfillment, VIP campaigns Purchasers Encourage positive app store Engaged users reviews at the height of
Slide 40: Personalized message for highly engaged users
Personalized message for highly engaged users
Slide 41: Find users who…
Find users who… • Have achieved level 30 • Have not reviewed your app
Slide 42: Send a personalized message
Send a personalized message You type: Your user sees: Like p laying [game n ame]? Like p laying Fruit Ninja? Spread the love a nd rate u s in Spread the love a nd rate u s in the A pp S tore! the A pp S tore!
Slide 43: Case Studies
Case Studies
Slide 44: Lifecycle messaging for engagement
Lifecycle messaging for engagement 47% UPLIFT IN USER ENGAGEMENT
Slide 45: User onboarding flow
yummy User onboarding flow QwernrtTyulope ASOFGHJKL Re zxicvenm F)
Slide 46: Onboarding push notifications
Onboarding push notifications 47% UPLIFT IN ENGAGEMENT 1300% UPLIFT IN ONBOARDING CONVERSIONS
Slide 47: Engage users at every lifecycle stage
Engage users at every lifecycle stage 8% DECREASE IN USER CHURN
Slide 48: Targeting messages by engagement state
Targeting messages by engagement state 8tracks 8tracks 8tracks 8tracks 8tracks now 8tracks now 8tracks now 8tracks now We have over a million Never be annoyed by audio Hey t here. You k inda seem Since y ou liked t hat mix, playlists. Awww yeah. ads again. like y ou c ould use a playlist, we’ve got
Slide 49: Questions?
Questions?
Slide 50: Let's stay in touch
THANKS FOR YOUR TIME. Let’s stay in touch info@kahuna.com info@liftoff.io @kahuna @liftoffmobile To learn more visit To learn more visit KAHUNA.COM LIFTOFF.IO