Acquiring and Engaging Customers with Your Mobile App
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Presentation Given By Kevin McCarthy, Google. As many as 25 percent of application users open an app once and then never return. So how does a mobile app stand out? This session will discuss how brands and retailers should be marketing their mobile apps, measuring their success and optimizing their efforts towards maximizing lifetime value for their users. With some of the latest retail case studies and apps UX research, Google will demonstrate how to engage with mobile in the next crucial moments after an app is developed.
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Acquiring and Engaging Customers with Your Mobile App
- 1. Copyright rehabstudio 2016 - Google Confidential Acquiring & Engaging Customers with your Mobile App Kevin McCarthy Google, Inc Mobile Apps Sales & Strategy Lead, Americas kevinmccarthy@google.com
- 2. What’s the Deal with this Mobile App Stuff Anyway?
- 3. Proprietary + Confidential Open Table Pay your restaurant bill without waiting for a check! Nest Come home to a warm house! Ford Start your car from your phone! Aim for Transformational
- 4. Proprietary + Confidential Goals, Metrics & Attribution
- 5. Proprietary + Confidential Is your App Delivering the Goods?
- 9. Proprietary + Confidential Form Fill
- 11. Proprietary + Confidential Customer Support
- 13. Proprietary + Confidential Leverage Organic Channels Channel Yes No Internal Stakeholder Next Steps Email In-Store Call Center Snail Mail Website mSite ASO Push
- 14. Proprietary + Confidential Driving App Discovery & Engagement
- 15. Proprietary + Confidential Discovery and retention are real problems 1.6M Apps 1.5M Apps
- 16. Proprietary + Confidential Drive In-App actions that matter Grow your app through the lifecycle Understand the discovery landscape Reach more of the right users Keep users coming back
- 17. Proprietary + Confidential Reach more of the right users 67% of all app downloads involve a user Search
- 18. Proprietary + Confidential Users discover your app in various ways Source: Google/Ipsos, Mobile App Marketing Insights: How Consumers Really Find and Use Your Apps (U.S.), May 2015, Base: Average among those in each vertical who downloaded an app based on ads seen on a smartphone, Google/Ipsos Survey Q.14 Which of the following types of online advertisements have prompted you to download a/an [...] app? Select all that apply. search ads banner / graphical ads in apps banner / graphical ads in websites video ads 47% 45% 43% 50% How do consumers really find your apps?
- 19. Proprietary + Confidential We’ve got you covered on seven Google products globally 1B+ users 95% of internet users reached by Google
- 20. Proprietary & Confidential Searching on Google.com Watching on YouTube Engaging with Apps Surfing the Web Discovering on Play In the moments that matter for your business
- 21. Proprietary + Confidential Universal App Campaigns make it easy Ads Budget Targeting Bids
- 22. Proprietary + Confidential Drive In-App actions that matter 85% of app revenue comes from the top 17% of users
- 23. Proprietary + Confidential Identify the core actions that drive value Leveraging in-store features (e.g. Redeem an offer, mobile pay, etc) Making a purchaseLooking up a store location
- 24. Proprietary + Confidential Keep users coming back 3% of all Android & iOS apps had active users at the end of 30 days Only
- 25. Proprietary + Confidential Identify the existing users you want to engage Users who lapse after 30 days Users who search for something you offer Power users
- 26. Proprietary + Confidential Drive targeted action User searches for a product you offer Drive them into your app to take action
- 27. Copyright rehabstudio 2016 - Google Confidential Thanks Kevin McCarthy Google, Inc Mobile Apps Sales & Strategy Lead, Americas kevinmccarthy@google.com
- 28. Copyright rehabstudio 2016 - Google Confidential Resources ● The Mobile Playbook ● Secrets to App Success on Play ● Retail Mobile Apps best practices ● mSites Research ● Think Multiscreen ● Our Mobile Planet ● Mobile In-Store Research (Retail) ● Think Performance (Retail)
Hinweis der Redaktion
- What good is an app anyway? What’s all the hype about? I’m going to share a story about someone you know. This person loves going to the mall, but not the mall you’re thinking of. This is a different kind of shopping mall. You could call it the mall of life. This mall is open 24 hours a day, 7 days a week, and has every store you could possibly imagine, and I’m not just talking about retail shops. Sure, they can purchase a new pair of jeans at this mall, pick up a prescription, get some new makeup. But they can also book a vacation, participate in a workout class, order a car service, make a restaurant reservation, do their banking, do their taxes, buy movie tickets, buy movies for that matter, get career advice, listen to music, get the news, and more or less anything else you could think of. In fact, this mall is so popular and well loved, that this person you know visits it over 150 times a day! This “life mall” of course, is the smartphone, and this story, is about your customer. Your mobile app, is your store front, The question is how, much is it worth to you to have a presence in this so called mall of life? And how can you make sure your storefront provides the best possible experience for your customer, knowing that unlike traditional brick and mortar malls, customers can and will uninstall your app in a heartbeat if you aren’t providing real value. Think about it, if I’m looking for a car service, I turn to my phone, and whatever transportation app I have on my home screen, I’m using. If I’m looking to buy a new gadget, I’m doing the same, or if I’m looking to buy a new pair of pants.
- Start with transformational in mind… Next establish your goals, metrics and attribution plan Ultimately, you want to create transformational experiences: Mariott - engage concierge, open doors, check in - more pillows, flowers for your room, a car service Uber Amazon Walgreens Other great examples: WalMart - Savings catcher Expedia - 3x points, and call center referencing apps Starbucks - 20% of purchases / seamless Amazon one click purchase
- Whether you already have an app or not, first things first... First things first, I encourage you to ask yourself, “If my mobile app is a huge success, what will that mean for my business? Will I drive more online sales? More in store sales? Will my customer purchase more frequently, place higher average order values, become more loyal to my brand? It’s key to determine what your goals are for your mobile app. Don’t operate in a silo, work with your retail and eCommerce teams, consider the apps impact on the business wholistically, how does it improve the overall consumer journey and drive in store online actions Next: Once you have your goals in place, you’ll want to establish key metrics to measure. E.g. store visits, calls, coupon redemption, in-app payments, identify the key metrics that will drive towards your goal. Next: Attribution: With your goals established, and key metrics identified, you now need to ensure that you’ve got an attribution solution in place to help you measure how your app is being discovered, what channels are driving engagement, the effectiveness of paid and organic channels, etc. There are a lot of companies out there dedicated to app analytics, suck as TUNE, Kochava, AppsFlyer, Localytics, and of course, Google Analytics for Apps. Now that you’ve got your goals, metrics and attribution solution in mind, you’ll want to make sure you have an app that’s actually worthwhile….
- Making sure you have an app worthwhile. I encourage you to first to apply the following litmus test: *Do you find yourself using your mobile app on a regular basis? *Does your mobile app provide unique value to your customer, is it good enough to compel them to return to the app time and time again? If the answer is no to either of these questions, you’ve got a lot of work to do. Furthermore, the simplest test is to review your app ratings. Anything less than a 4 out of 5 is cause for concern. More importantly however, read the reviews, what do you customers love about your app, what do they hate? *How is your app rated in your respective app store? Have you read the ratings? This deck will be shared with the audience, along with it, a link to our retail mobile app best practice guide: https://www.thinkwithgoogle.com/collections/mobile-retail-apps-and-sites-designing-better-experience-for-shoppers.html Here are a few examples of do’s and donts when trying to design the best possible app...
- OK, so now you now you’re app is fine tuned, and ready to rock, As marketers, you may now be wondering “OK, now can I invest in marketing my app”...not yet, first, let’s leverage your free/organic channels
- Getting discovered on google play: https://support.google.com/googleplay/android-developer/answer/4448378?hl=en Instore examples: signage, receipts Email (wayfair - bought gift card, email had app link) In-Store (verizon go90) - posters, receipts? Phone (expedia call center) Mail: bank statement, call to action to install app Web: ebay: love ebay? Check out our app” banner on top of home screen ASO: developers guide Now that you’ve leveraged your organic channels, ...
- Let’s explore how we can further accelerate discovery and engagement of your mobile app Action: understand that engagement matters for long-term profitability. The way to do this is to understand the user actions that drive high LTV and to engage people in moments that matter to move the needle on these metrics.
- The challenges: awareness, discovery, and finding / retaining more of the right users There are over 1M+ apps in each app store
- First: find the right users Second: drive those users to take actions that matter to your business Third: re-engage users who aren’t active, drive them back into your app for repeated use over time Prize: Google gives marketers access to the right customers for their app (relevance matters). Millions of consumers discover and engage with apps on Google’s exclusive destinations every day (7 1B+ active user products - YouTube, Gmail, etc.), and they’re hungry for apps. This is the frontier for effective mobile app promotion. https://art-analytics.appspot.com/r.html?uaid=UA-66832971-1&utm_source=aRT-Comscore-2016-Cross-Platform-Report&utm_medium=aRT-clicks&utm_campaign=Comscore-2016-Cross-Platform-Report&destination=Comscore-2016-Cross-Platform-Report&url=http%3A%2F%2Fwww.comscore.com%2FInsights%2FPresentations-and-Whitepapers%2F2016%2F2016-US-Cross-Platform-Future-in-Focus When it comes to finding the right users...Search is the #1 channel
- #1 method of discovering new apps is search - searching on a browser, and searching in the app store Problem: mobile users are often asking questions that apps can help answer. They’re out in the world doing things - But marketers still don’t consider Google a go-to place for app promotion. By being absent from these critical micro moments, marketers miss opportunities to convert potential customers and grow their businesses. The leading ad channels for app marketing include the following...
- In an addition to search, here are the other primary marketing drivers of discovery new apps Fortunately, there’s now a very easy way to help you market across all of these channels, to right the mobile app users.. Now that you know all of the appropraite channels to drive discovery of your app
- We’ve got your back. Millions of consumers discover and engage with apps on Google’s exclusive destinations every day (7 1B+ active user products - YouTube, Gmail, etc.), and they’re hungry for apps. This is the frontier for effective mobile app promotion.
- Problem: 17% of users drive 85% of app revenue. This is in part due to the fact that marketers have been slow to focus on engagement beyond the initial install. They’ve been focused on superficial acquisition goals (i.e., installs) instead of deep, engagement ones that reflect lifetime value (LTV). As a result, customers churn frequently and marketing campaigns are executed inefficiently.
- Help them understand how they understand and engage high quality users What’s cool now is that you can leverage automated bidding solutions to automatically find users who take your desired actions, at or below your target cost per action
- Problem: The “leaky bucket”: ~3% of mobile apps are used after 30 days; Even if you have quality users in your app, you need a strategy for getting them engaged. Users have short attention spans, and there are lots of other experiences fighting for your customers’ attention Source: eMarketer, How many apps do smartphone owners use, Dec 2015
- Help them understand how they understand and engage high quality users