@apptentive

www.apptentive.com

Robi Ganguly

@rganguly

Buying Software Used to Be So Hard

Making Software Sucked & Had Physical Costs

Shipping Software Was Ridiculous

Getting People to USE the Software: Complicated

Along Came Shareware

• Started in 1982

• Tiny business - “Cottage Industry”- until

distribution was solved…

• By the Internet

It Was Like An “Open” App Store

The Beginning of Free To Play… (F2P)

Software

As

A

Service

A “New” Delivery Model for Enterprise Software

The Common Theme: Reduce Friction

Friction Is No Longer the Problem~

125 BILLION

OR,

17 DOWNLOADS FOR EVERY HUMAN ON

EARTH

The Real Problem

The Math of the App Business

ENGAGEMENT

Big Word #1

RETENTION

Big Word #2

Retention Is Really Evidence Of…

Retention is Likely Evidence Of:

● How many people use your app every month?

● Of those, how many use it every day?

● Of the people who downloaded your app, how

many still use it 30, 60, 90 days out?

● What is your Avg Revenue Per Customer? Over

what time?

● What is your expected Lifetime Value?

So, What Should We Be Measuring?

Real Engagement: What Do Your Customers Want?

How many customers

stop using your app

without telling you why?

90%of the people who

download your app are

gone within 6 months.

.1%of your Monthly

Active Users will

end up Rating your

app.

Where Do Your Customers Go For Help?

App Store?

E-mail?Website?

The Consumer Connection Expectation

<1%App Store Reviews

Customer Support

Surveys

Focus Groups

Social Media

So, How Can We Improve This?

Engaging With Customers In-App Is Massive

Surveys

Get Answers. Find out why your customers feel the way they do

Message Center

Two Way Conversations.Gather feedback, solve problems and develop meaningful relationships

Ratings Prompt

Feel the Love. Get people who love your app to rate it in the app store

Feedback

Delivered To You.Negative feedback delivered to you instead of the app store

More Personal

Faster Response

Times

Re-Engagement

Mechanism

20%response rate

vs. 10% online

Longer

Responses

More Data

Keeps Customer

in app

11xmore reviews

+1.5 more stars

● Find out why people use your apps.

● Figure out what’s “special” about you.

● What were people looking for when they found

you?

● What are people looking to accomplish in their

lives because of you? Is it a regular habit?

● What can you share / inform customers about to

bring them back?

Some Core Questions for Engagement

Every App Has Unique Moments

After 3 Searches

After Connecting

● When Are People Successful?

Moments of Success

● When Have People Completed Tasks?

Moments of Completion

Two Simple Concepts To Define Moments

Vocal Fans

Most Engaged

Loyal & Profitable

The “Silent” Majority

How You Use Those Moments Is Key

Vocal Critic

Represents Churn

Big Revenue Leak

Typical Retention Analysis By Category

0%

10%

20%

30%

40%

50%

1 6 11 16 21 26 31 36 41 46 51

% A

cti

ve

Weeks Since First Seen

Music Music & Audio

What Tends to Happen When Communicating

0%

10%

20%

30%

40%

50%

1 6 11 16 21 26 31 36 41 46 51

% A

cti

ve

Weeks Since First Seen

Music Music & Audio

Boost in Downloads &

Conversions

Frustrated

Consumers

Hear Back

Product

Iterations Begin

to Really Take

Effect

● Make it easy to listen

● Give yourself the ability to respond

● Design for feedback & communication

● Emphasize Relationships

● Earn and Cultivate Love

● Seriously.

Some Guiding Principles

• Guide to Measuring LTV & Increasing It

• The Math of the App Business

• Cutting Costs With Retention Marketing

• The Guide To Customer Retention for Mobile Apps

Resources to reference