You thought building, posting and getting your App downloaded was hard? Wait, the toughest part is yet to come! Getting people actually using your App and coming back for more may be (much) harder than you think… During this 45 min. workshop, Philippe Dumont will share how to setup useful KPIs for your App and how to effectively retain, engage and convert users. - Apps: There are downloads and downloads… - The Valley of Fear: you got tons of downloads but no one is using your App… - Achieving the 3 pillars of Mobile ROI: Retention, Engagement & Conversion - What does Mobile Success look like? - What will next-generation Apps look like? Philippe is CEO and co-founder of Azetone, a platform that allow to visually analyze, improve and personalize the Mobile User Experience. He previously co-founded MyFanGroup, a mobile and digital marketing agency after heading Marketing and Communications for Microsoft EMEA as General Manager and CMO from 2002 to 2009.

1. Philippe Dumont, CEO @ Azetone
Board Member @ Mobile Marketing Assoc.
Mobile Apps, beyond downloads, what’s next?
@phil_du
phildu@azetone.com

2. Mobile Apps, beyond downloads, what’s next?
• The Valley of Fear: you got tons of downloads but no one is
using your App…
• Achieving the 3 pillars of Mobile ROI: Retention, Engagement &
Conversion
• What does Mobile Success look like?
• What will next-generation Apps look like?

3. No One Downloads Apps Anymore!

4. The Retention Problem

5. (Basically) Only ONE Way To Get Downloads!

6. Bright Side: Which Mobile-App Business:
• Has more engagement than SnapChat?
• Is as big a business as Ebay?
• And is less than 5-year old?

7. OfferUp

8. OfferUp

9. OfferUp

10. 10
• Simple, Clean UI
• Optimized UX
• Easier and faster to use
• http://uk.businessinsider.com
/what-is-offerup-2016-6

11. Test & Learn
Don’t confuse
with Trial & Error

12. La différence entre le plan… et la
réalité !
12

13. Can’t trust your guts!
13
At least 50% of your experiments will NOT give the
expected result!
-- Håkan Forss, Agile Coach at King
Secret #1:
You can’t improve
what you can’t measure!
Secret #2:
You need KPIs and tools to improve!

14. What Methodology?
14
Define KPIs
Set
Assumptions
Analyze
Results
Make
Decisions
Collect Data

15. Retention, Engagement & Conversion
CustomersDownloads
Retention Engagement ConversionFirst Use

16. Is 20% retention good or bad?

17. Is 20% Conversion Good or Bad?
17
Source Quantcast 2016

18. First Use
Exceed initial customer expectations
18
Success Factors
• Easy and quick on-boarding (Login, Tutorial…)
• Simple and elegant Homepage
• Focus on one key differentiating feature
KPIs
• Successful Logins vs 1st Launches
• Number of taps on key feature
• Time before 1st gesture on Login, Homepage
• % of unsuccessful gestures
• Crash Rates
• Time to launch/load pages
Tip from the Pros:
Track & optimize Login,
(+ Homepage?)
based on acquisition

19. Retention
Get users coming for more
19
Success Factors
• Frequent content and feature updates
• Promotional / News / Event activities
• Push Notification / emailing
KPIs
• # of unique users per day/week/month
• Cohort Tracking
• App Map (user flow)
• Average session length
• # of gesture and pages per session
• Usage variations per user segment
TakeIt
Tip from the Pros:
Average session time:
120 sec!!!

20. Engagement
Have users interact with your App
20
Success Factors
• Focus on content quality and relevance & updates
• Optimize key App UX moments
• Personalize App to user and context
KPIs
• Key Page & Feature usage
• Exit rate per view
• Time and # of gesture per view
• First gestures and time between gestures
• Number of interactions per session
• % of unexpected gestures per view (zooms, up and down scrolls…)
PMU Sport
Tip from the Pros:
Identify and optimize
Core vs. Overhead
Views

21. Conversion
Time for action!
21
Success Factors
• Optimize conversion action and funnel
• Personalize App based on context (location, time, weather…) and user
profile
• Save and provide purchase/usage history
• Reminder to users who don’t convert
KPIs
• Add to cart
• % drop rates in funnel
• General Conversion Rate
• Final Cart value
• Customer LTV
Tip from the Pros:
Never more than 3
pages or views:
Search/Select/Validate

22. User Flow
22

23. BazarChic
Heatmaps
23

24. BazarChic
Heatmaps
24

25. UX Analytics
25

26. AVendreALouer Optimizes Its UX
And Boosts Its Conversion Rates
• AVendreALouer tested in production
how different UI variants were performing.
• After a few thousand conversions,
a winning variant has been identified
with full confidence
• By A/B testing its action bar,
AVendreALouer improved its
conversion rate by +36%!
+36%

27. Le Cloud by Orange
The App requires a configuration of
which files are to be sync’ed
• Access to functionnalities must be
configuration-sensitive
• New users are driven to configuration
menus
• Recurring users access menus
optimized for regular usage
• Result: +32% Activation rate

29. Copyright © 2016 Criteo
Source: Criteo – Rapport d’activité surle commerce mobile – Q4 2015
Copyright © 2016 Criteo
Conversion Rates for
optimized apps are higher
than on desktop or with
mobile web
x2
x1,2
DESKTOPNAVIGATEUR
MOBILE
APPLICATION
What Does Mobile Success Look Like?

30. Copyright © 2016 Criteo
Source: Criteo – Rapport d’activité surle commerce mobile – Q4 2015
# of Products viewed
5,7
Added to Cart
13%
Purchase
44%
MOBILE BROWSER
# of Products viewed
22
Added to Cart
24%
Purchase
54%
APPLICATION
+286%
+85%
+23%
Optimized Apps
perform better than
Web at each step of
the Funnel
Conversion rate x2,2
What Does Mobile Success Look Like?

31. What Next-Gen Apps will look like?
• Look for:
• API
• Algorythms
• Bots
• Personalization
• « What we want is no longer make an App for all of our
customers, we want to make an App for each of our
customers » Yvan Delègue, Mobile Apps Director @ Orange
Rich, real-time, server-side enabled UX

32. It is an App World…
So the World is Yours!
Thank You!
@phil_du
phildu@azetone.com
www.azetone.com

33. Some References You May Want to Look at:
• How delivering personalized Apps is transforming the market (Orange):
https://partner.orange.com/personalized-apps/
• OfferUp review (Business Insider): http://uk.businessinsider.com/what-is-offerup-
2016-6
• SlideShare Mobile Marketing Resources: http://www.slideshare.net/Phildu1/
• Azetone Youtube Channel:
https://www.youtube.com/channel/UCIct991DmVWjnfJjFvihmCQ
• 2016 Mobile Trends (Azetone): http://www.slideshare.net/Phildu1/2016-mobile-
trends-by-azetone
• Mobile Marketing Association: http://www.mmaglobal.com/ and
http://www.mmaf.fr/