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MOBILE USER EXPERIENCE OPTIMIZATION,
FROM ONBOARDING
TO MONETIZATION
It’s not an A/B testing talk … Shai Wolkomir shai@ela...
Audience Intelligence
Platform For
Real Time Mobile
Personalization
The next step in mobile product
marketing evolution
A ...
The state of mobile
1 out of 5 never comes back…..
80% … ha!
I will take that any day of the week
The average app loses 77%of it’s DAUs within
the first 3 daysafter the install.
Within 30days, it’s lost 90%of DAUs.
Withi...
Average cost per user…
Post 90 days
±$30
And NO … he didn’t make us any money yet…
Wait… it gets “better”
17B
Your “user acquisition" numbers …
Take	
  into	
  account	
  the	
  real	
  value
Boundary!
Two out of three smartphone users say they expect pages to load in 4 seconds or less,
and 85% expect pages to load as fast...
Product-Marketing-UX
My business card says…
Product
MarketingUX
Who’s in charge ?
Who’s	
  to	
  blame?	
  :)	
  
Or, Why is marketing such an issue?
(On mobile…)
Retention, retargeting, etc
A/B Testing
Data/Rocket
Scientist
Statistical
Significant
Data
(Big Data)
Evaluate the
hypothesis
Multi
Variant
Not as easy as it may ...
Mobile is NOT Agile
You are!
It usually takes 80-140 days for 90% of
people to upgrade to the
latest version of an app.
Negotiation process
Have no doubt, its a…
Only we don’t have the “upper hand”
Now What?
Let’s Go…
69.5% 84%
Facebook installed
Strong	
  indication	
  
Location …
Location ++
We’ve been here before…
The “Gamer”
Persona
56
28%* ±15%*
Rooted/Jailbroken
Strong	
  indication	
  
Demographics fits criteria of “Gamers”
Push!
59
56%* 48%
Push Approval Rate
*Gonna change for the worse….
“Ask” only when the benefit is clear
Find the “Hook”!
Money
Just In Time
Think… high competitive markets
DeepLinking
Extend the experience, Finish what you started!
$17,000,000,000
 
Downloaded
Unknown period of time …
Opened
CPM
CPC
CPA
Behaviour
And not after gazillion of interactions…
2nd time
3rd time
3rd time
In a week!
Lead, Don’t Follow
Anticipate her/his next move….
107
17%* 24%*
Headphones NOT plugged in
*In both cases when the headphones were plugged in > 80% CTR
Suggest…
If it’s relevant, it makes all the difference
And many more…
Understand your user
He Would love you!
Device strength
Not	
  all	
  devices	
  are	
  created	
  
equal,	...
“Instant gratification”
“There is no 2nd chance for a first impression”
Stop thinking in one dimension, you are not apple
...
Things will get more “interesting“
Remember
It’s never business, it’s always personal
Questions?
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
Mobile User Experience Optimization, from Onboarding to Monetization
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Mobile User Experience Optimization, from Onboarding to Monetization

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The mobile experience process could leverage from so many data points or "sensors" that we can derive from, alas, in real time we tap into less than 5% of those sensors when we implement the relevant ( personalized or not ) user experience.

Our UX challenges there are staggering and would only grow in time, let's take the onboarding experience as an example, today we are roughly loosing 30% of our users just at that initial experience which our user undergoes, which makes them unlikely to come back in the near future. "Onboarding" - it's that place we are truly "flying blind", in most cases we know nothing about our users, thus, we master the art of .. guessing!


Asking ( the device and it's surrounding ) the right questions at the right time, could make the difference when approaching these set of challenges, especially on mobile. At this session we would discuss more than 10 use cases where data matters, and how the intersection between data/sensors and user experience on mobile defines the way we should think when creating our next blueprint.

Publicado en: Móvil

Mobile User Experience Optimization, from Onboarding to Monetization

  1. 1. MOBILE USER EXPERIENCE OPTIMIZATION, FROM ONBOARDING TO MONETIZATION It’s not an A/B testing talk … Shai Wolkomir shai@elasticode.com
  2. 2. Audience Intelligence Platform For Real Time Mobile Personalization The next step in mobile product marketing evolution A word about Elasticode… Optimizing ±50,000,000 interactions each month Over 200 Customers/Apps Offices in Tel Aviv, Israel & Launching in the San francisco, USA
  3. 3. The state of mobile
  4. 4. 1 out of 5 never comes back…..
  5. 5. 80% … ha! I will take that any day of the week
  6. 6. The average app loses 77%of it’s DAUs within the first 3 daysafter the install. Within 30days, it’s lost 90%of DAUs. Within 90days, it’s over 95% No vanity metrics, please Real  numbers  don’t  lie,  just  find  them  out
  7. 7. Average cost per user… Post 90 days ±$30 And NO … he didn’t make us any money yet…
  8. 8. Wait… it gets “better”
  9. 9. 17B Your “user acquisition" numbers … Take  into  account  the  real  value
  10. 10. Boundary!
  11. 11. Two out of three smartphone users say they expect pages to load in 4 seconds or less, and 85% expect pages to load as fast or faster than they load on the desktop.
  12. 12. Product-Marketing-UX My business card says…
  13. 13. Product MarketingUX Who’s in charge ? Who’s  to  blame?  :)  
  14. 14. Or, Why is marketing such an issue? (On mobile…) Retention, retargeting, etc
  15. 15. A/B Testing
  16. 16. Data/Rocket Scientist Statistical Significant Data (Big Data) Evaluate the hypothesis Multi Variant Not as easy as it may sound… 52.1 of marketers do not know how to preform a “conversion test”
  17. 17. Mobile is NOT Agile You are!
  18. 18. It usually takes 80-140 days for 90% of people to upgrade to the latest version of an app.
  19. 19. Negotiation process Have no doubt, its a… Only we don’t have the “upper hand”
  20. 20. Now What?
  21. 21. Let’s Go…
  22. 22. 69.5% 84% Facebook installed Strong  indication  
  23. 23. Location …
  24. 24. Location ++
  25. 25. We’ve been here before…
  26. 26. The “Gamer” Persona
  27. 27. 56 28%* ±15%* Rooted/Jailbroken Strong  indication   Demographics fits criteria of “Gamers”
  28. 28. Push!
  29. 29. 59 56%* 48% Push Approval Rate *Gonna change for the worse….
  30. 30. “Ask” only when the benefit is clear
  31. 31. Find the “Hook”!
  32. 32. Money
  33. 33. Just In Time Think… high competitive markets
  34. 34. DeepLinking Extend the experience, Finish what you started!
  35. 35. $17,000,000,000
  36. 36.   Downloaded Unknown period of time … Opened
  37. 37. CPM CPC CPA
  38. 38. Behaviour And not after gazillion of interactions…
  39. 39. 2nd time
  40. 40. 3rd time
  41. 41. 3rd time In a week!
  42. 42. Lead, Don’t Follow Anticipate her/his next move….
  43. 43. 107 17%* 24%* Headphones NOT plugged in *In both cases when the headphones were plugged in > 80% CTR
  44. 44. Suggest… If it’s relevant, it makes all the difference
  45. 45. And many more… Understand your user He Would love you! Device strength Not  all  devices  are  created   equal,  running  “intense”   processes  on  specific  devices     will  create  a  negative  affect Curate / Pinterst People  don’t  just  come     here  to  buy  .   They  want  to  watch,  and  if   possible  curate… Storage Address  your  customer  status     do  not  penalized  him   Slow Timing  is  crucial,     We  have  established  that.   First timer History,  Knowledge  ,   understanding  of  the  vertical/ market  and  more
  46. 46. “Instant gratification” “There is no 2nd chance for a first impression” Stop thinking in one dimension, you are not apple Spend 80% of your work on the first ±10 interactions inside your app! (Or the first 2-3 days) “One does not fit all”
  47. 47. Things will get more “interesting“
  48. 48. Remember It’s never business, it’s always personal
  49. 49. Questions?

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