Sean Oliver leads Mobile Product Marketing at Optimizely. Prior to Optimizely, Sean worked on Consumer Product Marketing at LinkedIn and Microso . When he’s not optimizing all things mobile, he can be found hiking and traveling the world.
Dave McClure’s Pirate Metrics (AARRR) Startup Metrics for Pirates Push Notifications Remarketing App Store Listing In-App Advertising Social Advertising ASO New User Onboarding Waitlist In-App Purchases Ads Desktop Purchases My App
To successfully start a process of optimization, you’ll need:
Customer Acquisition Costs Quantifying LTV:CAC Monetization Retention Virality Acquisition Costs Lifetime Value :
2 Acquisition Activation Retention
How Users Discover Apps
App Store Optimization: Opportunities to inﬂuence a download decision
App Store Optimization: Test your value prop with assets you have
App Store Optimization: Use a landing page to test elements of ASO. Low-cost traﬃc
3 Acquisition Activation Retention
Deﬁning Activation: Converting someone who has downloaded an app into an active user. This metric also indicates the quality of your First Time User Experience (FTUE).
Activation Hurdles 81% of users say an app needs to make a good ﬁrst impression for them to continue using it
Keys to a Great User Onboarding Experience Optimizing
Increased activation from 25% to 66.5%
Activation—Retention “For us, activation is directly correlated to retention. Without activation, retention is poor.”
When optimizing for activation, consider: • Does your app require registration? • What is the order of operations for ﬁrst time users? • Does your app help users complete actions on ﬁrst-time use? • Does your app live up to its value prop during onboarding? Optimizing for Activation
4 Acquisition Activation Retention
Deﬁning Retention: A measure of how many of your customers/users come back over time.
Mobile app retention varies widely by app category Optimizing User Retention Source
Retention Hurdles iOS notiﬁcations are opt-in.
Optimizing for Retention Optimize when and how you ask for push notiﬁcation permissions:
Ideas for Tests:
5 Acquisition Activation Retention BONUS: Reviews!
Reviews are important because they aﬀect ASO
The Result: Optimize for App Store Reviews More, High-Quality Reviews = Higher App Store Ranking = More Eﬃcient Acquisition Learn More in their Blog Post
2015 KISSmetrics Guide KISSmetrics Demo h p://kiss.ly/growth h p://kiss.ly/demo
Optimizely Mobile Guide Optimizely for Mobile optimize.ly/appoptimization optimizely.com/mobile