Mobile Apps Unlocked Vegas 2016 Wednesday, May 5 Main Stage — 2:50pm - 3:10pm The fight against churn starts from the very beginning of the customer’s journey. Paul Malicki, Global CMO at EasyTaxi, will share selected tactics that make a meaningful difference to longer term retention from the very start. Paul Malicki, Global CMO @ EasyTaxi

1. 1
TACKLING RETENTION DURING ACTIVATION
@paulmalicki

3. “Retention is the Holy Grail of the Mobile-Everything”
@paulmalicki

4. Within 3 months an average app loses
90% of its users [Quettra, 2015]
High-value users make up 17% of your
base, but drive 85% of $$$ [RadiumOne, 2016]
Only 1.7% of all acquired users constitute your target [me, 2016]
@paulmalicki

6. “There's no second chance to
make a first impression.”
- author unknown -
@paulmalicki

7. FACT OF THE DAY
Retention is the problem of everyone
but religion-focused apps
@paulmalicki

9. CHECK LIST.
@paulmalicki
• Why Retention? ✓
• About me ✗
• Why users leave? ✗
• Acquire ‘sustainably’ ✗
• Onboard smartly ✗
• Personalize early ✗
• Humanize, literally ✗
• Build frictionlessly ✗
• Ask kindly ✗
• Lock forever! ✗

10. & EASY
ME
Easy Taxi is #1 urban mobility app in Latin
America. Founded in June 2011 in Rio de
Janeiro, Brazil, the service has expanded
to nearly all LATAM countries, and beyond,
redefining the landscape of city
transportation.
@paulmalicki

11. & EASY
ME
I am a digital nomad, Poland-born, raised
globally. Currently, a resident of Brazil, to
where I moved from the Philippines, and
before that, from Sweden and Taiwan,
respectively. I speak a couple of different
languages and visited 70+ countries. I am a
member of advisory board at CMO Council.
@paulmalicki

12. WHY THE HECK (SO MANY) USERS LEAVE?
@paulmalicki

13. The only way to find out is to keep calm and
@paulmalicki
ask the users + innovate.
press F5.

14. WHY USERS LEAVE?
@paulmalicki
Ask Users
• Collect data (pop-up, NPS)
• Ask very detailed questions
• Ask the same question at different
moments
• Ask the same question differently
Innovate
• Migrate from people approach to big data
approach
• Don’t be afraid to pivot and test
Case study: on the surface, 98% of my users said they were happy with their Easy Taxi experience. Yet,
when asked why they stopped using the app, 25% confirmed it’s because they weren’t happy with the
overall experience.

15. @paulmalicki
Leading Travel apps
Leading News apps
Leading Family apps
Low app ratings are
influenced by various
factors, among them
design & UX, privacy, or
performance. The share of
each factor depends on
app category.
Source: own research,
based on Appbot
WHY USERS LEAVE?

16. @paulmalicki
My findings are similar to
those of Oracle. Poor
performance / speed, cost,
and security are top
reasons why millennials
stop using apps.
Source: Oracle [2016]. Millennials and mobility.
WHY USERS LEAVE?

17. @paulmalicki
The single most important determinant of long-term success of
your app (retention) is the ability to respond to your users future
needs…
Don’t be afraid to ask the same question differently.

19. @paulmalicki
As a matter of fact:
Retention starts at acquisition

20. @paulmalicki
AdWord
s
Faceboo
k
Organic
Ad
network
Twitter Website
Retention 12M 1/3 1/3 1 1 2/3 1/2
LTV est. 95% 61% 100% 102% 52% 113%
Some channels have
higher churn than others,
yet their LTV is better.
Why?
Source: own research,
confidential market
ACQUIRE ‘sustainably’

21. @paulmalicki
Although retention differs across channels, at times better sales
per user compensate high churn.
(think: search intent, seasonal users, promotions)

22. @paulmalicki

23. @paulmalicki
There are 3 ways to
onboard the user…
Benefits-orientedFunction-oriented Progressive
ONBOARD ‘smartly’

24. @paulmalicki
Onboarding hacks
Carousel + USPMultiple Login Options Gamification
Interactive Tutorial
ONBOARD ‘smartly’

25. @paulmalicki
By adding “Connect with Google” button, Frank & Oak increased mobile
signups by 150%. Source: Segment.com
Baseline VariationONBOARD ‘smartly’

26. @paulmalicki
• Automated
• Real person
• Power user sees special
content
HUMANIZE (literally)

27. @paulmalicki
What’s your biggest retention challenge?
“How can I use big data to match my offering
with user’s next move”
- Eric Singley, VP, Consumer & Mobile Products -
HUMANIZE (literally)

28. @paulmalicki
BUILD ‘frictionlessly’

29. @paulmalicki
Mobile or desktop?
“My mobile users are 3x more engaged than
desktop users. I acquire users on desktop
devices and then migrate them to OLX app”
- Marcos Leite, CCO OLX Brazil -
BUILD ‘frictionlessly’

30. @paulmalicki
PERSONALIZE early

31. @paulmalicki
Would you say ‘no’?ASK kindly

32. @paulmalicki
Asking is important !
“Apps that use in-app messages experience 27% more
launches than their competitors.” [Localytics, 2015]

33. @paulmalicki

34. @paulmalicki
Download Sign-up Book / Basket Purchase
Push
1
Push 2
Push 3
Push Opt-in
Ad 1
Email
1
Email 2
Push 1
Push 2
Ad 2
Ad 3
Email
Push
or
Ad 1
Ad 2
Ad 3
Ad 1
Ad 2
Ad 3
Activation I Activation II Activation III
MESSAGE: Show benefits of signing up MESSAGE: Show features & perks MESSAGE: Apologize or educate
LOCK forever!

35. @paulmalicki
CUSTOMER
JOURNEY USING
FACEBOOK
acquisition +
activation
LOCK forever!

36. @paulmalicki
ENGAGEMENT
EMAIL
1 month after
activation
GAMIFICATION
EMAIL
D+1 after
activation
LOCK forever!

37. @paulmalicki
LOCK forever!

38. LOCK
forever!
@paulmalicki

39. @paulmalicki
Loyalty Program Learnings so far:
I. Measure (before / after), not (opted-in vs remaining)
II. Key benefit is recurrence, secondary: retention
III. Automate and remind. Otherwise, users tend to forget
IV. Don’t do in-house, partner with airlines, banks, etc.
LOCK forever!

40. @paulmalicki

41. @paulmalicki
- Tackle Retention at Activation! -
Find why users leave & keep innovating Acquire from high-LTV channels
Test various onboarding techniques
Humanize
Personalize
Ask permissions
Launch loyalty program & gamification
TAKEaways