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Key User Lifecycle Metrics for Growth & Engagement

A talk about Mobile Growth Metrics in May 2015 at Blrdroid's meetup

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Key User Lifecycle Metrics for Growth & Engagement

  1. 1. a  Key User Lifecycle Metrics for Growth & Engagement
  2. 2. Whois??? •  Part Coder – Part Marketer – Part Product – Part Salesman •  Full time Learner •  Head of Customer Development & Marketing – MoEngage •  Product Manager – Vserv •  Android Dev – Techjini •  Co-Organizer – BlrDroid •  Self Proclaimed Mobile Evangelist •  @ravivyas84 •  fb.com/ravivyas •  ravi@vyas.me
  3. 3. India’s Love for Mobile $  17  M   $  16  M   $  45  M   $  10  M   $  5.5  M   $  100  M   $  13  M   $  15  M   $  40  M   $  4.5  M  
  4. 4. Where are we?
  5. 5. Mobile - Goals •  Growth
  6. 6. Mobile - Goals •  Growth •  Revenue
  7. 7. User Lifecycle Funnel
  8. 8. User Lifecycle Funnel
  9. 9. User Lifecycle Funnel Acquisition Activation Revenue Retention
  10. 10. Acquisition •  Paid Installs
  11. 11. Acquisition •  Paid Installs •  SEO / ASO
  12. 12. Acquisition •  Paid Installs •  SEO / ASO •  Blogs/Reviews
  13. 13. Acquisition •  Paid Installs •  SEO / ASO •  Blogs/Reviews •  PR / Ads
  14. 14. Acquisition •  Paid Installs •  SEO / ASO •  Blogs/Reviews •  PR / Ads •  Think outside the Box
  15. 15. Acquisition •  Paid Installs •  SEO / ASO •  Blogs/Reviews •  PR / Ads •  ... •  ... •  ... •  ...
  16. 16. Acquisition Metrics •  Tracking Source effectiveness is important •  Less $$$ - Better Quality Users
  17. 17. Activation •  WalkThrough / First Event
  18. 18. Activation •  WalkThrough / First Event •  Push Reminders
  19. 19. Activation - Metrics •  Track a critical first event •  First Photo taken •  First Tweet Sent •  First recording done •  First Search Performed •  First Product purchased •  … •  … •  …
  20. 20. Retention •  Push Notification
  21. 21. Retention •  Push Notification •  E-Mails
  22. 22. Retention •  Push Notification •  E-Mails •  System Events / ALls
  23. 23. Retention - Metrics •  Critical Segment – Lapsed, Engaged, Starters etc •  Cohorts •  DAUs/MAUs •  … •  …
  24. 24. Referral •  Share App
  25. 25. Referral •  Share App •  Rate
  26. 26. Referral •  Share App •  Rate •  Add friend (remember dropbox?)
  27. 27. Referral •  Share App •  Rate •  Add friend •  … •  … •  …
  28. 28. Referral - Metrics •  Share Event •  App Downloads •  … •  … •  …
  29. 29. Revenue •  Sale!!!
  30. 30. Revenue •  Sale!!! •  Cart Abandonment Pushes
  31. 31. Revenue •  Sale!!! •  Cart Abandonment Pushes •  In-App Campaigns
  32. 32. Revenue •  Sale!!! •  Cart Abandonment Pushes •  In-App Campaigns •  Upsell/Desperation Sell anything to make the user purchase [ And retain the user]
  33. 33. Revenue Metrics •  Conversion – Some Critical Metrics •  Purchase •  Lead generated •  Orders Placed •  IAPs Purchased Etc •  Conversion filtered by : •  Source •  Acquisition Campaign •  Engagement & Retention Campaign •  Other???
  34. 34. Tools of the Trade

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