The App sphere is maturing and apps have become a key point touch-point for many companies. To succeed in the app landscape, you have to launch and nurture your app with an insightful and well structured strategy. In this presentation, you will get the latest insight on how to measure and optimize app visibility and engagement. 4 concepts that we see as essential to success, if you are managing or planning to build Apps in 2015. Mobile Strategy App Visibilty App Engagement App Insights

1. Four Critical Concepts
You Must Embrace for
App Success in 2015
by Brian Egerup Kjærulff
CEO & CO-founder, Mobtimizers
Twitter: @mobtimizers

2. Introducing Speaker
• CEO & Co-founder, Mobtimizers
• 15 years digital marketing and analytics experience
• Previously Danske Bank, Experian, GE
linkedin.com/in/brianegerup
mobtimizers.com
@mobtimizers
Brian Egerup Kjærulff

3. Source: Mobile App Growth Framework by Bayram Annakov - https://medium.com/@bayramannakov/mobile-app-growth-framework-c40e6496e544
The App Ecosystem

4. Four Critical Concepts for App success
• Strategy: Value proposition and budget allocation
• Visibility: Be visible and attract your target group
• Engagement: Create positive user experience
• Insights: Ensure fulfillment of business objectives

5. Strategy

6. US Retail Industry in 2018
$5,552B
Retail Sales
$492B
E-Commerce Sales
$133B
M-Commerce Sales
Source: eMarketer, April 2014

7. Device Differentiation
Source: Deloitte, The New Digital Divide, April 2014
0%
20%
40%
60%
Before Going to store At the store After going to the store
Most likely used device
Smartphone Tablet Laptop

8. Device Differentiation
Source: Deloitte, The New Digital Divide, April 2014
Mobile Influence
Actual Estimated
95 %
75 %
81 %
2012 2013 2014
$159B $539B $1,100B
5% 19% 25%

9. Mobile Budgets
25% of sales are influenced by mobile,
yet only 5% of marketing budget is used on mobile
Source: Forrester, Digital Maturity Online Survey

10. Visibility

11. Fierce Competition
1.2 Million Apps in Apple App Store
1.3 Million Apps in Google Play
Source: TechCrunch, Mashable

12. SEO: Search Engine Optimization
SEOVisible on Search Engines

13. ASOVisibility in the App Stores
ASO: App Store Optimization

14. Source: Forrester
63%
Exploring the App Stores
is the primary method
to finding new apps
(search & browsing)
How Apps Are Found

15. "80 percent of success is showing up"

16. App Store Optimization (ASO)
Source: Mobtimizers
Visibility Cycle

17. ASO Case Study - DigiDoc Pulse Oximeter App
Analysis & Optimization
• Measures pulse rate and oxygen levels
• $3.99 - Paid App - No freemium option
• Sold globally in the App Store
• Medical category

18. Keyword Optimization
Old keywords
Optimized keywords

19. App Store Description

20. App Store Name
Analysis & Optimization
Old name
Optimized name
Pulse Oximeter
Pulse Oximeter - Heart and Oxygen Monitor

21. App Store Screenshots
Analysis & Optimization
Infographic Screens with selling point overlays

22. • United States - 16% growth
• Norway - 195%
• Japan - 203%
• Denmark - 306%
GROWTHROI (3 months)
Business Impact
Downloads & Revenue

23. Higher Category Ranking Boosts Organic Downloads

24. Visibility - Learnings and Take-aways
App Store Optimization
• ASO is SEO for Apps
• ASO is critical for App visibility and growth
• Paid advertising can boost organic rankings
• ASO is a continuous process

25. Engagement

26. App Loyalty Challenge
Source: TechCrunch
• 26 Apps used per month by users
• 80% of Apps are only used once
• 5% of Apps are still in use after 6 months

27. Re-engagement with Push Messages
An average of 52% of smartphone users accept push
20-60% opt-out of push messages (Industry specific)
Source: HeyCrowd Survey 2013

28. Engagement Methods
• Define business objectives
• Define segments & Most Wanted Responses
• Tracking of business critical events and behavior
• Create triggers & personalized communication
• Launch, learn and adjust

29. • Onboarding
• Conversion
• Retention
• Loyalty
Source: Mobtimizers
App Engagement
Engagement Cycle

30. Create brand evangelist
Engagement Segments
Source: Mobtimizers
Engagement Segments

31. Engagement - Learnings and Take-aways
Engagement strategies
• Engagement is key to loyalty and also impacts Visibility
• Engagement strategies and tools help you treat users individually
• Engagement is a continuous process
• Push messages can be effective, but make them personalized

32. Insights

33. Tracking Visibility
• Rank on keywords & categories
• Installs (Downloads)
• Revenue (Paid app or In-app purchases)
• 7 / 14 / 30-day active users acquired
• Cost per user acquired
• % organic installs

34. Tracking Engagement
• Number of engaged users
• Number of users in each segment
• App store rating & reviews
• % who opt in and out of push messages
• Time spent, return visits

35. Source: Mobile App Growth Framework by Bayram Annakov - https://medium.com/@bayramannakov/mobile-app-growth-framework-c40e6496e544
The App Ecosystem

36. Thank You
Q & A
linkedin.com/in/brianegerup
mobtimizers.com
@mobtimizers