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5 Killer Mistakes In Mobile: And How To Avoid Them

Tom Farrell

January 13th 2015

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The Mobile App Is “Winning The War”… but

46% of 18-34 year olds name mobile as ‘primary screen’

More internet access via mobile apps than desktop PCs (as of 2014)

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Lots of consumers, not enough users

Acquisition Retention Engagement Revenue?

Many Fewer... Hello? Is anybody there?

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We optimize app performance

Acquisition Retention Engagement Revenue

Killer Mistake 1: Acquisition Fever

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Understanding Paid Acquisition

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The Sobering Reality:

•  20% of app downloads are used ONCE

• Of all day one users, about 25-30% use the app the next day

•  90% of time is spent in 10% of installed apps

DEVELOPMENT COSTS + ACQUISITION COSTS - ??? = FAILURE

Killer Mistake 2: Poor Onboarding

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Answer The Question:

• Why am I here?

• What’s the benefit of being here?

• How do I use this thing?

Killer Mistake 3: Push Opt-In Mistakes

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Too soon!

So what?

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Reassure Users

• Wait for the right time (test it!)

• Explain why you’re asking

• And watch opt-in rates soar!

Killer Mistake 4: Forgetting Organic Acquisition

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Paid Is Easy… But Organic Needs Attention

• Maximize social sharing

• A 500% uplift after a single A/B

test!

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Paid Is Easy… But Organic Needs Attention

• Drive your app store rating

• Create a ‘two phase’ process

•  2.8 to 4.3 stars in 2 weeks!

Killer Mistake 5: Poor Targeting, Poor

Conversations

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Effective Marketing Requires Granular Data

•  Understand your users

•  Speak to them as individuals

•  The ‘cost’ of spam is DELETED

APPS

In Conclusion…

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Mistake Solution

Acquisition Fever Build out program to drive retention, engagement

Poor On-Boarding Create compelling experience – and test it!

Push Opt-In Mistakes Convince – at the right time. And test!

Little Organic Acquisition Work on store rating and social sharing

Poor Targeting Get to know your users!

Thanks!

tom.farrell@swrve.com