yieldify mobile
TRANSCRIPT
Yieldify mobilePRODUCT MANAGEMENT
Nicolas Bertalotto
Overviewq Why mobile?
qOpportunities & Challenges
qA different way to shop
qMobile product line
qCase product: Yieldify Android SDK
qProcess
qAppendix
Why mobile?
oMobile usage has boomedo 80% of Internet users owns a smartphone
o Better understand customer’s online journeyo Connect anonymous visits with registered users
o Offering a complete omnichannel solutiono Expected by marketers and customers
Opportunities & Challenges
Opportunities
ØMore accurate user profiling
ØInstant messaging to increase engagement (email, SMS, app notification)
ØGeolocation, drive traffic in store (71% of consumers used a store locator on mobile [1])
Challenges
ØDevices limitation (screen size)
ØTouchscreen (no mouse tracking)
ØLack of trust in mobile payment [4]
A different way to shop
oMobile users want to buy quickly [1]o Remarketing must happened fast
o Fragmented path to purchase: mobile is part of a omnichannel lookup/purchase processoUser profiling should be connected to data from other channelso Contact initiated in one channel can convert in another one
o Limited timeoUser tend to use mobile in short period of time : “micro-‐moments” [3]
Mobile product lineMobile consumption can be split into 3 main technological platforms:
• web browser• apps (iOS, Android, …)• hybrid (Cordova/Phonegap)In each case, we need to apply Yieldify’s core technical functions:• behavior tracking• campaign display
User profile, segmentation, algorithm, A/B testing, campaign management is common across channels and performed on the backend.
Hybrid used for low-‐tier apps, yielding low ROI.
Mobile web browserAn extension of current Yieldify’s SDK to integrate touchscreen and other mobile specificities.
o Behavior tracking
With no mouse movement, exit-‐intents harder to detect: mainly rely on page unload() JS event.
o Campaign display
Design should adapt to screen width-‐> Y’s graphical elements to be responsive
Mobile appsSet of functions (SDK/API) made available to the clients’ development team to integrate Yieldify’s features.
o Behavior tracking
Native app functionalities to communicate with Yieldify’s backend.
o Campaign
Call-‐to-‐action custom display (overlay, banner,…).Possibility to deep-‐link other apps (launch Facebook/Twitter to specific page).
Yieldify SDK for Android productUnlike website, apps cannot be updated at will, campaigns should be communicated using the SDK.
• tracking: user behavioral events sent in real time to Y’s backend• page id, scroll position, time on page, search terms, basket details, conversion funnel stage…
• basket value : item id, amount, price, discount applied• in order to prevent app hacking, discounted price should not be computed in-‐app
• campaign details: discount, conditions, time limit
Integration with the backendThe mobile offering will have some implications on the current infrastructure.
§ Extend database to include mobile usage related fields and geolocation
§ User segmentation include mobile platform use
§More remarketing options (SMS, notifications): algorithm must choose the most efficient one
§ Campaign should adapt to multiscreen users (“key findings” p.14)
MetricsüOverlays displayed
üOverlay click-‐through rate
üMobile remarketing messages sent (by type)
üRemarketing click-‐through rate
üConversion rateütotalüusing the Android app (which stage in the purchase journey)üfrom overlayüfrom mobile remarketing
Process• Check current pain points (talk to customers, Y’s sales & customer support, competition)
• Formulate needs by priority: “low conversion on mobile, need to increase it”
• Ideation session + feasibility check (product team & lead developers)• Most valuable features• Integration with current platform
• Feedback to marketing team and upper management• Internal communication only. Do not pre-‐sale, product may change.
•Writing user stories. Time estimation. Prioritization.
• Agile development. Releases in sprints and feedback incorporating into product backlog.
• QA and test to small subset of client
Appendix[1] https://ssl.gstatic.com/think/docs/mobile-‐path-‐to-‐purchase-‐5-‐key-‐findings_research-‐studies.pdf
• 71% of consumers used a store locator on mobile (p.12)
• 55% of consumers using mobile to research, want to purchase within the hour. 83% within a day (p.14)
• 93% of people who use a mobile device for research go on to make a purchase (p.16)
[2] https://www.thinkwithgoogle.com/articles/i-‐want-‐to-‐buy-‐moments.html
• “Mobile Has Reshaped the Purchase Journey”
[3] https://www.thinkwithgoogle.com/articles/how-‐micromoments-‐are-‐changing-‐rules.html
• “The successful brands of tomorrow will be those that have a strategy for understanding and meeting consumers' needs in these micro-‐moments.”
[4] http://mefminute.com/2014/11/20/mef-‐global-‐consumer-‐survey-‐2014-‐growth-‐economies-‐driving-‐mobile-‐adoption
• “A lack of trust remains the biggest obstacle to more people purchasing via their mobile.”
Key findings: mobile specificGiven the fact that customers:
o uses different channels on their way to purchase
o prefer to pay on desktop
o uses their phone for quick product search
We can infer that people have a tendency to search a product on mobile with purchase intent, but end up buying on desktop.
Since the reason why user abandon the purchase process on mobile is not really price sensitivity, marketing campaign on mobile should limit offering discount on exit-‐intent.Instead, the user could be prompted to save his current shopping cart for later.This could benefit Y’s client ROI by giving away less discount while still converting prospects.
Competitors about mobileCompany Claim to be mobile compliant How
Picreel yes responsive UI
Upsellit -‐
Salecycle -‐
Exit monitor -‐
Spring Metrics -‐
Granify -‐
Cartstack -‐
Yieldify mobile features can also serve as a differentiation strategy, since virtually no competitor communicate on the subject.
