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To Retain Or Not to
Retain
Vanessa Estorach Cavaller
Mobile Consultant
Co-founder @Women_in_Mobile
#MoMo @vestorach
22% of downloaded apps
are only opened once
Only 4% of users continue
using apps after 1 year
5apps are
used every day
How many
apps do you
have on your
device?
C’MON, OPEN MY APP!!!!
“Get closer than ever to your
customers.
So close, in fact, that you tell them
what they need before they
realized it themselves”
- Steve Jobs
How to get closer to your users?
2 1
3
How to get closer to your users?
2 1
#MoMo @vestorach
Let’s start!
2 1
3
#MoMo @vestorach
(3) Fashion app focus on Growth
#MoMo @vestorach
Mobile Moments 2016 - Vanessa Estorach | Women in Mobile
(3) Growth is important
Acquisition will help
reaching Sofia
Vergara’s interest
Sofia Vergara CAN
help a lot attracting
new users
What then?
With no users, no
information to
improve the app
(3) Never forget the users
(3) Never forget the users
And never forget that…
… users have a lot of choices.
Let’s continue!
2 1
3
#MoMo @vestorach
(2) Events-related Jobs Finder App
#MoMo @vestorach
(2) B2B2C: The love triangle
B
B
C#MoMo @vestorach
(2) The importance of the onboarding
(2) Push notifications: Users Forget
Me???
Never!!!
(2) Testing: the only way to know if it’s
working
#MoMo @vestorach
(2) Testing: Be agile my friend
#1 Plan
#2 Test
#3
Measure
#4 Repeat
& Improve
(2) Marketing & IT: BFF (Best Friends Forever)
(2) Never forget
• Test, test, test & test
• Gather feedback
• Note trends
• Make changes
• Test, test, test & test
#MoMo @vestorach
Almost done!
2 1
3
(1) Barcelona vs. New York
43-17
(1) Quantity is the new Quality?
The best apps have a DAU = +1.000
0
200
400
600
800
1,000
1,200
1,400
1,600
1,800
2,000
DAU
(1) Quantity is the new Quality?
The other apps, DAU = 80
0
20
40
60
80
100
120
140
160
DAU
Mobile Moments 2016 - Vanessa Estorach | Women in Mobile
(1) Quantity is not Quality
• The key is to give added value to the users.
• Apps are not a trend. They are a solution.
• Only develop apps if you are sure that you
solve a problem of your user
Retention is the key!
#2
Test, test & test
with BFF
(MKT and IT)
#1
Don’t forget to add
value to your user
#3
Growth matters
but never forget
your users
Always listen to your users!
Now it’s time for Q&A!
Thank you and enjoy this evening!
@vestorach
vestorach@e-growing.com

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Mobile Moments 2016 - Vanessa Estorach | Women in Mobile

Notas del editor

  1. The truth is that in many companies we are focus on acquisition. Acquisition is expensive and we can say that if you have a good Budget, it’s not quite complicated. But what happen once the users have downloaded your app? Most of them never come back.
  2. We all want to be one of those 5 apps and I supose that you all now want to shout to you users: please open my app! I have to tell you that this is not the best way…. What we need is to get close to the users.
  3. Their main focus: to get Sofia Vergara as a spokesperson
  4. Money can bring you downloads but not users
  5. Users forget to visit us/complete the forms/come back. Marketing automation tools help us personalizing the messages of these notifications
  6. 1000 Daily active users compared to 2M citizens in Barcelona city
  7. My first thought was: Houston, we have a problem
  8. Benidorm, a small village…now full of skyscrapers…but quality?? My second thought was: do the Barcelona city hall need so many apps?!