CleverTap empowers consumer (B2C) companies to use user data, automation, AI/ML and personalization techniques to constantly optimize customer experiences in order to improve the impact across the entire customer lifecycle.

1. Cutting Edge Retention
Strategies 2019

2. Kara Dake
VP of Growth
Clevertap
James Cooper
Director
Business of Apps
Peggy Anne Salz
Analyst
Mobile Groove
Intros
Jessica Osorio
Growth Lead, Mobile
Mozilla

3. Business of
Apps
provides
world class
news and
analysis for
the app
industry

4. CleverTap is an Intelligent Mobile Marketing
Platform
CleverTap empowers consumer (B2C) companies to use user data, automation, AI/ML and
personalization techniques to constantly optimize customer experiences in order to improve the
impact across the entire customer lifecycle

5. Understand and segment your users better
Rich User Profiles
• Track every user, logged-in or not
Events Tracking and Trends
• Track user activity in real-time
Funnels & Cohorts
• Find out user drop-offs
• View retention cohorts
Pivots
• Compare data across multiple properties
Flows
• View exactly how your users flow through your app
Attribution
• Optimize your campaign spends across channels
Uninstall Tracking
• Track and analyze app uninstalls
Omni Channel Marketing
• Engage with push notifications, sms, emails, remarketing
campaigns, trigger workflows and much more

6. Push Notifications
In-App Notifications
Email Messages
Web Notifications
Browser Push notifications
Facebook Remarketing
Engage and
Measure the
effectiveness
of your
campaigns
Personalize messages based on who they are, or
what they’ve done

7. MobileGroove is a top 50 ranked mobile tech
website, Peggy Anne Salz is a top mobile
influencer
Top 30
@peggyanne
engaged followers
on Twitter
200K+
Podcast downloads
per month
16K
Connections with top
industry leaders on
LinkedIn
3K+
CCO Top 23
Mobile Marketing
Association
Mobile Marketing
Influencer
Hottest demand gen
podcasts
Influence Network Reach
CCO
Mobile Growth
Fellowship
Expertise in mobile,
apps, engagement,
marketing & AI
Analyst

8. Mozilla operates a portfolio of successful, high-
engagement apps
Google Play

9. Today’s Agenda
James – Cracking the Retention Code1
Kara – Retention Benchmarks & Strategies2
Peggy & Jessica - App Retention Q&A3

10. James Cooper
Director
Business of Apps

11. The app platform and funnel is tough …
The average app loses 77% of users in just 3 days and 90%
of users within 30 days

12. … but if you can crack the engagement code …
Calm App Stats
• 40m installs
• 1+m paid subs
• 50 employees
• 400+k 5 star iOS ratings
Calm Revenues US$ m
2016 $10m
2017 $40m
2018 $60m
2018 $100m

13. The environment is positive – people using apps
more

14. The App Infrastructure (and knowledge) is now here
to support more effective engagement strategies
Dynamic
Product Feed
Product
(App)
Marketing
Data
Warehouse
Deeplinking
MMP
mCRM
Provider
Analytics
Provider
Remote
A/B Testing
Performance
& Crash Tracking
ASO
Marketing
Campaigns
Cost
Aggregation

15. Kara Dake
VP of Growth
Clevertap

16. The user lifecycle is complex

17. Apps are like mazes
Your users are constantly navigating through them and getting lost, or finding value.

18. Looking into Churn
# On average, almost 80% of users have churned the day after the app install
# Only 12% of users are still active seven days after the install

19. ENGAGEMENT DATA

20. #CleverTips
• Greet users with a welcome message on
first app launch
• Nudge users to register via an in-app
message that focuses on Subscription
benefits or highlights popular content
• Offer a brief product tour that covers the
most important actions users take inside
the app
User Onboarding Benchmark

21. #CleverTips
• Ask users about their favorite genres or
categories to start delivering a
personalized experience
• Send campaigns with personalized
recommendations or popular content
• Prompt users to opt-in for push
notifications to Increase reachability
From Onboarding to Engagement Benchmark

22. #CleverTips
• Eliminate friction points whiting your apps
by tracking user behavior using path
analysis tools suck as CleverTap’s Flows
• Win back users with time-sensitive,
targeted promotional offers
• Request user feedback to understand the
reasons for uninstalls
Reinstall Benchmark

23. ENGAGEMENT
STRATEGIES

24. Strategies to increase engagement and conversions

25. Use rich user profiles to find out more about the user
ANALYZE

26. Use funnels and pivots to track user flows and drop offs for your
campaign
ANALYZE

27. Use live-user segments to
segment the users based on
past behavior or time the item is
left in the cart (golden window
of opportunity)
SEGMENT

28. Adapt your mobile push
notifications to include location-
specific information.
SEGMENT

29. ENGAGE
Develop engagement campaigns by channel to meet your customers where they are
at

30. Only 45% of users opt in to push
notifications.
• Send reminders to new users
• Target user drop offs
• Send booking reminder messages
• Re-engage lapsed users
• Make these messages timely,
• personalized and contextual
Push Notifications

31. In-App
Use for “Drip Marketing” Welcome Campaigns,
Achievements and badges, and cross-
promotion cards.
In-app messaging shows up for a limited amount
of time (15 seconds), so you need to keep it short
and sweet.
Use the messaging to make your app feel
dynamic and highlight new features and offerings

32. SMS
Text message have 99% open rate
SMS marketing has the highest click through rate
(CTR) of hyperlinks (6.16%),
Craft a strong value proposition and clear
call-to-action
Prominently position the SMS opt in
message across your digital platform –
website, email, social media channels, and
mobile websites
1
2

33. Average open rate for all industries was 21.73% and the average click-through rate was 3.57%.
Boost loyalty
Win people back
Turn website visitors into
customers
Recover abandoned carts
Personalize product
recommendations
Email Marketing

34. - Allows marketers to bring users to specific
content within the app
- Better user experience + Improves your
conversion rates
User opens another app
and is targeted by a
personalized ad
User clicks and is deep
linked back to the app to
complete a purchase
Deferred deep links
Direct users to content even if the app isn’t installed at the time of click. The
link will first redirect to the Apple or Google Play Store to download the, and
then take the user to the specific “deferred” content immediately after first
launch.
Deep Links

35. MEASURE

36. Questions to help define your KPIs:
What actions do you want your users to take?1
What numbers do you need to drive up?2
What are the major friction points in your app?3
What is the single most important thing a new user should do?4
What’s more important, more active users OR purchases?5
MEASURE

37. Peggy Anne Salz
Analyst
Mobile Groove
Jessica Osorio
Growth Lead, Mobile
Mozilla
App Retention Q&A

39. THANK YOU