mobile app marketing webinar - it's time to fix your funnel
TRANSCRIPT
The Blown-Out Umbrella Funnel
The BulgingFunnel
The PythonFunnel
The Where is ItFunnel
IT’S TIME TO FIX YOUR FUNNELWEBINAR FOCUSED ON ACTIONABLE INSIGHTS
MMP AND PARTNER
45K+2.3B+ 100+
DEVICES TRACKED
GLOBAL FOOTPRINT
APPSWITH SDK
MCOMMERCE FOCUS
MCOMMERCE CLIENTS
NO CONFLICT OF INTEREST
ABOUT APSALAR
USA
INDIA
BRAZIL
Americas, 45%
Europe, 0.15,
ME/Asia, 0.4,
App Sample Studied
+• Interviews with more than 40 marketers• Interviews with more than 30 media
vendors• Review of the tens of billions of consumer
events we see, categorized by type• Install Events• Engagement Events• Intent Events• Purchase/Conversion Events
WE EXAMINED CONVERSION PROCESSES OF DOZENS OF APPS WORLDWIDE
• Are app businesses facing common issues or challenges?
• Are there patterns and what are the causes of those patterns?
• How do conversion funnels differ in different categories, global regions, and countries?
• What strategies can eliminate the common barriers?
WE EXAMINED CONVERSION PROCESSES OF DOZENS OF APPS WORLDWIDE
HOW CAN WE HELP MARKETERS FIX THEIR FUNNELS?
MANY APPS TODAY HAVE 1 OF 4 FUNNEL “PROBLEMS”
“Lots of people use our app, but when it comes time to buy, they do it online.
And too often, not with us.”
“We know we have a great app. Problem is, we don’t have enough users, and
driving installs is expensive.”
“We need a lot more power buyers. But they’ve been hard to find.”
“We always focused on installs. But now we need to drive a lot more
shopping and purchases.”
3
• Most common in Asia, Latin America
• >30% of apps launched only once
• Very common for extremely well funded app businesses and especially games
• 99+% of budget spent to drive installs
• Higher than average use of incentivized, APK, side loading
THE “BLOWN-OUT UMBRELLA” FUNNEL
• Most common in the US, Canada, EU
• “Big brand” phenomenon
• >30% of budget spent developing the app
• Limited dollars to drive trial and adoption
• Often place a premium on “look and feel” to the detriment of utility. High incidence of one-time only usage
THE “WHERE IS IT” FUNNEL
• Found all over the world
• Most common for high-ticket, considered decisions, esp personal finance and travel
• Often consumers use the app for exploration, but choose to convert online• High incidence of engagement and intent events• Very low purchase rate
• Many publishers report “losing” a high percentage of users when they change screens
THE “BULGING” FUNNEL
• Found everywhere but especially in Latin America
• Business very strong at attracting “best” customers but small target audiences limit scale of sales
• Frequently experienced by businesses that target higher net worth only
• Declining marketing efficiency over time
• High and climbing cost per new user
THE “PYTHON” FUNNEL
MARKETING MEASUREMENT
ACTIONABLECUSTOMER IDS/INSIGHTS
6 USE CASES TO FIX YOUR FUNNEL
ACTIVATECART
ABANDONS
CROSS-DEVICE
RETARGETING
BASICMOBILE
RETARGETING
APP CROSS-
MARKETING
LAPSED USER/CUSTOMER
REACTIVATION
POWERING ENGAGEMENT
VEHICLES
BASICMOBILE
RETARGETING
Never Pur-
chased; 83%
1-Time Buyers;
11%
Repeat Buyers; 6%
BASIC MOBILE APP RETARGETING
THE POWER OF CROSS-DEVICE MATCHINGCROSS-DEVICE
RETARGETING
Never Pur-
chased; 83%
1-Time Buyers;
11%
Repeat Buyers; 6%
CROSS-DEVICE RETARGETINGCROSS-DEVICE
RETARGETING
3-18X
Higher
CTR
• Response rates vary by category, target, time since engagement
• 3-18X higher CTR
• Extremely effective to drive app relaunches/re-engagement
• Cross-device retargeting is best for re-engagement, IAPs, and goods available primarily/only through the app
• Where you have a combination ecommerce/mcommerce business, cross-device attribution is valuable
CROSS-DEVICE
RETARGETING
BASICMOBILE
RETARGETING
WHAT TO EXPECT
ACTIVATECART
ABANDONS
• We’ve seen data showing 80-96% abandon rates• Rates in the 90s are not at all uncommon• Higher basket size – more abandons• More considered purchases – more abandons• Much higher for would-be first purchases than would-be repeat purchases
• Concerns about transaction security remain significant• 65% of consumers say mobile properties are not doing enough to protect CC security
(Bizrate)• 35% say they have never made a mobile transaction because of security concerns (Internet
Retailer)• Better payment systems are lowering these barriers
• But before you retarget, find out:• Identify and measure EVERY EVENT in your transaction process• Is there a systemic problem that is driving your rate? Difficult interface?, slow response time?,
failed transactions?
THE CART ABANDON OPPORTUNITY
LAPSED USER/CUSTOMER
REACTIVATION
• Good to improve lower level metrics and drive revenue to invest in top of the funnel
• Many apps lose 80% of users in month one
• Cost of second purchase 80-90% less than a first
• Most mcommerce businesses fail to get a second purchase from 90+% of their customers
• Time is not your friend!
LAPSED USERS AND CUSTOMERS
• Trigger events: user shows no activity in N days
• ID is delivered to media provider for retargeting
• Testing and experimentation are critical• Some didn’t like app and will never return • Some will require multiple paid launch events• Try different frequencies and time lapse periods• Optimize to consumers that deliver your KPIs
ACTIVATECART
ABANDONS
HOW IT’S DONE
PUSH NOTIFICATIONSEMAIL
MESSAGE CENTER
VIDEO ADS
PC DISPLAY ADS
MOBILE APP ADS
MOBILE WEB ADSOFFER CENTER
POWERING ENGAGEMENT
VEHICLES
POWERING ENGAGEMENT VEHICLES
POWERING ENGAGEMENT
VEHICLES
• Marketing Automation Platforms
• Push Notification Platforms• Mobile, Omni-Channel CRM• Message Centers• Email DBs• Site Personalization Tools• Tag Manager
HOW IT’S DONE
APP CROSS-
MARKETING
• Related app users a natural new user/customer base
• Cost to acquire much lower
• Strong consumer profiles help you segment users to identify ideal targets for your new app- App usage patterns - Interests- Lifestyles- Propensity to make in-app purchases
APP CROSS-SELL BENEFITS
• Have zero tolerance for territoriality and use every channel available
• Get creative in how you message and activate users
Ads Ads PushNotification
Message Center
Cross-Device
APP CROSS-
MARKETING
LEVERAGE EVERY ENGAGEMENT TYPE
6 USE CASES TO FIX YOUR FUNNEL
ACTIVATECART
ABANDONS
CROSS-DEVICE
RETARGETING
BASICMOBILE
RETARGETING
APP CROSS-
MARKETING
LAPSED USER/CUSTOMER
REACTIVATION
POWERING ENGAGEMENT
VEHICLES
?
Jim NicholsVP [email protected]@CatalystaJim
Justin FibichSr Manager – [email protected]@theFeebs
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