Mobile App Webinar: Real Life Strategies

from the Experts

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There will be time for Q&A at the end

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Just a reminder

About me

Ive worked with enterprise customers across all industries on engagements focused on mobile

web and native app testing.

Khattaab Khan Strategy Consultant, Optimizely

PEOPLECustomers are task-focused with short attention spanOptimizely users are PMs + developers

PROCESSConstant app iteration not beholden to app store approval

TECHNOLOGYOne product for testing + personalization across web + mobileVisual editor for stylistic experimentsCode blocks for programmatic experiments

Immediacy on mobile vs. Discovery on desktop

Daily Active User / Monthly Active UserStickiness of an app over 30-day period

Sessions / Daily Active UserNumber of times per day user returns

FTUEFirst-Time User Experience

Cultivating Loyalty

Is the app interface easier, more attractive + intuitive compared to a

web experience?

Commonly Tested Themes: Onboarding

Carousel slidesAre users forced/encouraged to explore value props?Manual experienceLeverage swipe forward/back

Gated functionalityGetting users to core functionality sooner to make app more sticky

Commonly Tested Themes: Onboarding

SpotlightsHighlight key features during first app loadPrev/next CTA

Case Study: French Girls

iOS app combining selfies + art

1.5MM+ downloads

Case Study: French Girls

Take selfie first resulted in 100% lift in user activation

Commonly Tested Themes: Pre-populated inputs

Reduce friction for returning usersDrop-down menussave last search or identify locations near userhighlight favorites

Commonly Tested Themes: Toolbar

Most used features in static consoleMain menu accessBadge notifications (not push)

Whats the lingo?

Code BlocksSections of code that change under which conditions an object loadsUsed for existing/new elements (all new items must be added via code blocks)

In-App Purchases (IAPs)

LocaleRegion that users App Store is set to

Cold Start vs. ForegroundingLoading an app that is not in a background state vs. returning to running app

Live VariablesVariables already monitored in app that can be assigned new valuesCount variablesDisplay different number of articlesRequest permissions at different timesModify default search sorting

Custom TagSimilar to tags on webTags interaction with a specific feature

User level properties (e.g. logged-in state)Did a user swipe to a specific image number in a gallery?Did user select a particular filter option?

Mobile Editor Demo

FAQsWhats transferable from your web experience?Reengagement: Through the app registration process, you will collect some personal information that can be used to encourage future app loads

How should I think about mobile audiences? Loyal, logged-in user on web = any user on mobileDownloading an app communicates a level of investment that supersedes a casual web browserNearly all apps require some level of registration to unlock functionality

To which users should I be targeting experiments?Based on last activity or version

Where does Optimizely fit in my sprint planning?Code blocks need to be developed and implemented before next release