Four Critical Concepts You Must Embrace for App Success in 2015

by Brian Egerup Kjærulff CEO & CO-founder, Mobtimizers

Twitter: @mobtimizers

Introducing Speaker

• CEO & Co-founder, Mobtimizers • 15 years digital marketing and analytics experience • Previously Danske Bank, Experian, GE

linkedin.com/in/brianegerupmobtimizers.com

@mobtimizers

Brian Egerup Kjærulff

Source: Mobile App Growth Framework by Bayram Annakov - https://medium.com/@bayramannakov/mobile-app-growth-framework-c40e6496e544

The App Ecosystem

Four Critical Concepts for App success

• Strategy: Value proposition and budget allocation

• Visibility: Be visible and attract your target group

• Engagement: Create positive user experience

• Insights: Ensure fulfillment of business objectives

Strategy

US Retail Industry in 2018

$5,552B Retail Sales

$492B E-Commerce Sales

$133B M-Commerce Sales

Source: eMarketer, April 2014

Device Differentiation

Source: Deloitte, The New Digital Divide, April 2014

0%

20%

40%

60%

Before Going to store At the store After going to the store

Most likely used device

Smartphone Tablet Laptop

Device Differentiation

Source: Deloitte, The New Digital Divide, April 2014

Mobile Influence

Actual Estimated

95 % 75 %81 %

2012 2013 2014

$159B $539B $1,100B

5% 19% 25%

Mobile Budgets

25% of sales are influenced by mobile, yet only 5% of marketing budget is used on mobile

Source: Forrester, Digital Maturity Online Survey

Visibility

Fierce Competition

1.2 Million Apps in Apple App Store 1.3 Million Apps in Google Play

Source: TechCrunch, Mashable

SEO: Search Engine Optimization

SEOVisible on Search Engines

ASOVisibility in the App Stores

ASO: App Store Optimization

Source: Forrester

63%Exploring the App Stores

is the primary method to finding new apps

(search & browsing)

How Apps Are Found

"80 percent of success is showing up"

App Store Optimization (ASO)

Source: Mobtimizers

Visibility Cycle

ASO Case Study - DigiDoc Pulse Oximeter AppAnalysis & Optimization

• Measures pulse rate and oxygen levels • $3.99 - Paid App - No freemium option • Sold globally in the App Store • Medical category

Keyword Optimization

Old keywords

Optimized keywords

App Store Description

App Store NameAnalysis & Optimization

Old name

Optimized namePulse Oximeter

Pulse Oximeter - Heart and Oxygen Monitor

App Store ScreenshotsAnalysis & Optimization

Infographic Screens with selling point overlays

• United States - 16% growth • Norway - 195% • Japan - 203% • Denmark - 306%

GROWTHROI (3 months)

Business Impact Downloads & Revenue

Higher Category Ranking Boosts Organic Downloads

Visibility - Learnings and Take-awaysApp Store Optimization

• ASO is SEO for Apps

• ASO is critical for App visibility and growth

• Paid advertising can boost organic rankings

• ASO is a continuous process

Engagement

App Loyalty Challenge

Source: TechCrunch

• 26 Apps used per month by users

• 80% of Apps are only used once

• 5% of Apps are still in use after 6 months

Re-engagement with Push Messages

An average of 52% of smartphone users accept push

20-60% opt-out of push messages (Industry specific)

Source: HeyCrowd Survey 2013

Engagement Methods

• Define business objectives

• Define segments & Most Wanted Responses

• Tracking of business critical events and behavior

• Create triggers & personalized communication

• Launch, learn and adjust

• Onboarding

• Conversion

• Retention

• Loyalty

Source: Mobtimizers

App Engagement Engagement Cycle

Create brand evangelist

Engagement Segments

Source: Mobtimizers

Engagement Segments

Engagement - Learnings and Take-awaysEngagement strategies

• Engagement is key to loyalty and also impacts Visibility

• Engagement strategies and tools help you treat users individually

• Engagement is a continuous process

• Push messages can be effective, but make them personalized

Insights

Tracking Visibility

• Rank on keywords & categories

• Installs (Downloads)

• Revenue (Paid app or In-app purchases)

• 7 / 14 / 30-day active users acquired

• Cost per user acquired

• % organic installs

Tracking Engagement

• Number of engaged users

• Number of users in each segment

• App store rating & reviews

• % who opt in and out of push messages

• Time spent, return visits

Source: Mobile App Growth Framework by Bayram Annakov - https://medium.com/@bayramannakov/mobile-app-growth-framework-c40e6496e544

The App Ecosystem

Thank You

Q & A linkedin.com/in/brianegerup

mobtimizers.com @mobtimizers