GROWTH&

MOBILE COMMERCE

“Shopping apps are the fastest growing thing in mobile”

- Forbes, Jan 5th 2015

1. ACQUISITIONa. Organic channels: ASO, organic downloads optimizationb. Paid

2. RETENTIONa. Push notificationsb. Searchc. CRMd. Product-driven conversion optimization

APP STORE OPTIMIZATION

● App Title● App Keywords● # App Reviews > App Rating● # Domestic Downloads● Ratio total/active downloads● etc.

● App Title● App Description● # App Reviews, App Rating● # International Downloads● App Video ● etc.

APP STORE OPTIMIZATION

ASO - KEYWORDS

● App title weights the most in ASO algorithm● Optimize for navigational and categorical search● Leverage ASO tools like Sensor Tower to optimize

for keywords with high search volume AND low competition

● Analyze result suggestions in App Store search bar

ASO - SCREENSHOTS

● Communicate the value of your app clearly - especially on the 2 first screenshots

○ Advertising-oriented creative & copy work

● Video previews optimization on Google Play store through YouTube (proven to have no impact on App Store conversion)

Ex: Threadflip

● Prompt for app review after user has had a positive experience ● Integrate the review prompt to your app experience & optimize

for positive rating (see next slide)● # reviews weighs more than app rating: ratings between 3.9 and

4.1 are acceptable● Implement customer service practice to answer users who leave

bad reviews on Google Play store

ASO - REVIEWS

ASO - REVIEWS App review prompt optimizationEx: Circa

ASO….AND WHAT ELSE?

● Optimize organic channels and campaigns: Web, SMS, Email, Social, and Mobile Web○ Track downloads/downstream activity for each organic

channel separately○ A/B test messaging & design○ Personalize first-user experience through deep linking

100%+ LIFT IN ORGANIC DOWNLOADS (Ex: Pinterest)10% LIFT IN ACTIVATIONS

● Organic downloads optimization tools:

ASO….AND WHAT ELSE?

1. ACQUISITIONa. Organic channels: ASO, organic downloads optimizationb. Paid

2. RETENTIONa. Push notificationsb. Searchc. CRMd. Product-driven conversion optimization

CONVERSION

Source: Custora Ecommerce Pulse Mobile Report

PUSH NOTIFICATIONS

● Ecommerce has one of the lowest push opt-in rates

● Yet, push done right drives significant traffic and revenue to apps

PUSH NOTIFICATIONS

● Increase opt-in rate by adding context to your push opt-in prompt on iOS

● Decrease opt-outs and increase push efficiency by ○ Optimizing push cadence and content for lifecycle strategy

○ Being smart on copy: only communicate valuable content, push notifications are NOT advertising

● Don’t forget transactional push notifications: abandon cart, shipping updates, etc.

Mobile CRM/push tool:

PUSH NOTIFICATIONSiOS push notifications prompt optimizationEx: Threadflip

SEARCH Efficient search functionalityEx: Gilt

LIFECYCLE/CRM

NEW USER ACTIVE USER

DORMANT USER

Day ?

Day ?

CRM message types

● Discounts/offers (ex: 20% code)

● Products (ex: personalized sale, last item viewed)

● Features (ex: new design)● Loyalty program updates

Communication channel types

● In-app notification● Push notification● Email

Mobile CRM/push tool:

PRODUCT OPTIMIZATION

● Developing an habit-forming product/experience is critical for retention in the app ecosystem

● Smartphones have a small screen real-estate: content/product personalization drives significant conversion lifts

● Shopping behavior on smartphone: impulse shopping & browsing. Discounts, lower AOVs and unsizeable items perform best (for now)

CONCLUSIONThe window of opportunity is short!

THANK YOU

Maud Pasturaud

Growth, Secret.ly

@maudpas

www.maudpasturaud.com