mobile commerce - growth 101
TRANSCRIPT
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GROWTH&
MOBILE COMMERCE
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“Shopping apps are the fastest growing thing in mobile”
- Forbes, Jan 5th 2015
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1. ACQUISITIONa. Organic channels: ASO, organic downloads optimizationb. Paid
2. RETENTIONa. Push notificationsb. Searchc. CRMd. Product-driven conversion optimization
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APP STORE OPTIMIZATION
● App Title● App Keywords● # App Reviews > App Rating● # Domestic Downloads● Ratio total/active downloads● etc.
● App Title● App Description● # App Reviews, App Rating● # International Downloads● App Video ● etc.
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APP STORE OPTIMIZATION
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ASO - KEYWORDS
● App title weights the most in ASO algorithm● Optimize for navigational and categorical search● Leverage ASO tools like Sensor Tower to optimize
for keywords with high search volume AND low competition
● Analyze result suggestions in App Store search bar
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ASO - SCREENSHOTS
● Communicate the value of your app clearly - especially on the 2 first screenshots
○ Advertising-oriented creative & copy work
● Video previews optimization on Google Play store through YouTube (proven to have no impact on App Store conversion)
Ex: Threadflip
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● Prompt for app review after user has had a positive experience ● Integrate the review prompt to your app experience & optimize
for positive rating (see next slide)● # reviews weighs more than app rating: ratings between 3.9 and
4.1 are acceptable● Implement customer service practice to answer users who leave
bad reviews on Google Play store
ASO - REVIEWS
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ASO - REVIEWS App review prompt optimizationEx: Circa
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ASO….AND WHAT ELSE?
● Optimize organic channels and campaigns: Web, SMS, Email, Social, and Mobile Web○ Track downloads/downstream activity for each organic
channel separately○ A/B test messaging & design○ Personalize first-user experience through deep linking
100%+ LIFT IN ORGANIC DOWNLOADS (Ex: Pinterest)10% LIFT IN ACTIVATIONS
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● Organic downloads optimization tools:
ASO….AND WHAT ELSE?
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1. ACQUISITIONa. Organic channels: ASO, organic downloads optimizationb. Paid
2. RETENTIONa. Push notificationsb. Searchc. CRMd. Product-driven conversion optimization
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CONVERSION
Source: Custora Ecommerce Pulse Mobile Report
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PUSH NOTIFICATIONS
● Ecommerce has one of the lowest push opt-in rates
● Yet, push done right drives significant traffic and revenue to apps
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PUSH NOTIFICATIONS
● Increase opt-in rate by adding context to your push opt-in prompt on iOS
● Decrease opt-outs and increase push efficiency by ○ Optimizing push cadence and content for lifecycle strategy
○ Being smart on copy: only communicate valuable content, push notifications are NOT advertising
● Don’t forget transactional push notifications: abandon cart, shipping updates, etc.
Mobile CRM/push tool:
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PUSH NOTIFICATIONSiOS push notifications prompt optimizationEx: Threadflip
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SEARCH Efficient search functionalityEx: Gilt
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LIFECYCLE/CRM
NEW USER ACTIVE USER
DORMANT USER
Day ?
Day ?
CRM message types
● Discounts/offers (ex: 20% code)
● Products (ex: personalized sale, last item viewed)
● Features (ex: new design)● Loyalty program updates
Communication channel types
● In-app notification● Push notification● Email
Mobile CRM/push tool:
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PRODUCT OPTIMIZATION
● Developing an habit-forming product/experience is critical for retention in the app ecosystem
● Smartphones have a small screen real-estate: content/product personalization drives significant conversion lifts
● Shopping behavior on smartphone: impulse shopping & browsing. Discounts, lower AOVs and unsizeable items perform best (for now)
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CONCLUSIONThe window of opportunity is short!
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THANK YOU
Maud Pasturaud
Growth, Secret.ly
@maudpas
www.maudpasturaud.com