Mobile UX Optimization for Engagement and Monetization
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Codemotion Rome 2015 - The talk dives into the best practices for user engagement and monetization of mobile apps and games. Through examples and real-life scenarios, the key moments of the mobile user experience will be examined to provide guidelines and hands-on practices to help monetize apps and turn average users into a marketing and revenue building resource.
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Mobile UX Optimization for Engagement and Monetization
- 1. ROME 27-28 march 2015ROME 27-28 march 2015 Mobile UX for user engagement and monetization Emilia Ciardi emilia.ciardi@gmail.com - GTECH
- 3. Overview ² The business Funnel! ² Optimized User Flows! ² FTUE! ² Store Funnel & Design! ² Advertisement & Engagement! ² Analytics! ² Final Checklist!
- 6. Intui&ve Clear Easy Meaningful Emo&onal Cool Effec&ve Responsive
- 8. Value Proposition for Freemium Apps
- 9. Optimizing User Flows ² User Flow refers to a user's activity path within an app. ! ² The core idea of this concept is to embed monetization points within a user's set of activities. ! ² Design monetization calls to action where the user actually goes in app. ! ² We cannot just rely on the user to tap within shop to monetize the user.!
- 10. Embed monetization into task-oriented, user- centered flows.
- 12. The First Time User Experience The FTUE is one of the most important parts of a successful app.! ! ² 30 seconds to hook new users! ² <5 minutes to teach them! ² Show off the cool parts! ² Give clear directions! ² Get the user going ASAP!
- 13. Don’t force registration on users ² When forcing registration, the user drop- off can be very high. According to Tapjoy, it can reach 50%-75% (even relying on Facebook Connect)! ² Access as guest! ² Allow late registration! ² Reward users for creating accounts!
- 14. Where’sUp-FTUE
- 15. Where’sUp-FTUE
- 16. FTUE – Walk-through & Tutorials The DON’Ts" ² Don’t be too wordy! ² Don’t explain! ² Don’t get users lost! ² Don’t be boring! The DO’s" ² Use as little words as possible! ² Walk the user through the core mechanics! ² Put the user on rails! ² Show off!! If applicable:! ² Show the use of virtual currency during the tutorial! ² “Learn as you go” approach !
- 17. Pinevent-FTUE
- 18. Pinevent-FTUE
- 22. Invest on the First Time User Experience.
- 24. Store Funnel ² The Store should be easy to find and access! ² No more than 2 clicks away! ² Prompt to the Store when the currency runs out!
- 25. GF–CurrencyStore
- 26. CottoeMangiato
- 27. Virtual Goods Store ² Easy to navigate and understand! ² Large, attractive icons over text! ² Clear information! "!
- 28. CH – Virtual Goods Store
- 30. CeM–VirtualGoods
- 31. Don't prevent users from buying your products!
- 33. Engaged users Low spending users Freeloaders High Spending users The User Pyramid $$$ Super-fan Game " $ Retention Game" FREE Core Loop"
- 34. Ad Types 1. Banner Ads! 2. Featured Ads! 3. Cross-Promotion/ Offerwall! 4. Videos/Rewarded Videos! 34 1"
- 35. Need to balance Having enough ads view without disrupting the UX! ² Splash! ² Interstitial! ² On demand! ² Place banners in less conspicuous areas where users regularly view! ª Loading pages! ª Landing screens! ª Results screens! ª Levels screens! ² In-game… carefully!!
- 36. AdTypes 3"2"
- 37. AdTypes 4"
- 38. AdTypes
- 39. AD but don’t disrupt user engagement
- 40. ANALYTICS
- 42. Why use data for UX UX Discovery! ² Issue Identification! ² Strategy Guidance! ² Health Monitoring! UX Optimization! ² Project Metrics ! ² Experimentation with A/B and multivariate tests!
- 43. Measure to Learn
- 44. Checklist ² Is your FTUE smooth and appealing?! ² Are you preventing users from using you product immediately? ! ² Is your currency/virtual goods store accessible and clear? Is it appealing?! ² Do you have streamlined user flows for monetization?! ² Are you balancing user engagement with monetization?! ² Are you leaving revenue on the table?! ² Are you measuring your UX performances?!
- 46. Vision without execution is just hallucination. *. Thomas Edison