The App sphere is maturing and apps have become a key point touch-point for many companies.
To succeed in the app landscape, you have to launch and nurture your app with an insightful and well structured strategy. In this presentation, you will get the latest insight on how to measure and optimize app visibility and engagement.
4 concepts that we see as essential to success, if you are managing or planning to build Apps in 2015.
Mobile Strategy
App Visibilty
App Engagement
App Insights
Mobile Application Development-Android and It’s Tools
Four Critical Concepts You Must Embrace for App Success in 2015
1. Four Critical Concepts
You Must Embrace for
App Success in 2015
by Brian Egerup Kjærulff
CEO & CO-founder, Mobtimizers
Twitter: @mobtimizers
2. Introducing Speaker
• CEO & Co-founder, Mobtimizers
• 15 years digital marketing and analytics experience
• Previously Danske Bank, Experian, GE
linkedin.com/in/brianegerup
mobtimizers.com
@mobtimizers
Brian Egerup Kjærulff
3. Source: Mobile App Growth Framework by Bayram Annakov - https://medium.com/@bayramannakov/mobile-app-growth-framework-c40e6496e544
The App Ecosystem
4. 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
6. US Retail Industry in 2018
$5,552B
Retail Sales
$492B
E-Commerce Sales
$133B
M-Commerce Sales
Source: eMarketer, April 2014
7. 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
8. 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%
9. 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
17. ASO Case Study - DigiDoc Pulse Oximeter App
Analysis & Optimization
• Measures pulse rate and oxygen levels
• $3.99 - Paid App - No freemium option
• Sold globally in the App Store
• Medical category
24. Visibility - Learnings and Take-aways
App 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
26. 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
27. 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
28. 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
31. Engagement - Learnings and Take-aways
Engagement 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
33. 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
34. 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
35. Source: Mobile App Growth Framework by Bayram Annakov - https://medium.com/@bayramannakov/mobile-app-growth-framework-c40e6496e544
The App Ecosystem
36. Thank You
Q & A
linkedin.com/in/brianegerup
mobtimizers.com
@mobtimizers