Published on February 21, 2014
Going Native: Why and How? Colette Crosby Director, Intuit Mobile Go-to-Market Team Feb 2014
About Intuit Mission: To improve our customers’ financial lives so profoundly… they can’t imagine going back to the old way CONSUMERS 2 SMALL BUSINESSES ACCOUNTING PROFESSIONALS
60+ native mobile apps Running on a variety of devices & OS‟s: • Phone & tablet • iOS • Android • Windows 8 & Win 8 phone 3
Overview • Why choose native: – Bottom line? – It‟s a business decision, not an engineering decision • If you want to win in mobile native: – Build a killer app – Market like crazy – (TRY TO) Get the app stores to love you 4
Why choose native 5
Developer perspectives Web Native • “Write once” for all mobile devices • Leverage existing analytics • Complete control of updates • Can‟t leverage all OS/device capabilities • Browser performance 6 • Provide deeper/richer interactions • App store vetting assures users of security • Audio/video play automatically • Cost of development • New analytics to track user behaviors • Publishing through app store (not direct)
Marketing perspectives Web Native • Lower cost of entry: start by making websites responsive • Real-time A/B testing • No rev-share payouts • Difficult for users to find you • Difficult for them to find you again • Mobile users spend 80% of time on mobile apps, 20% on browser 7 • Be where people are looking (app stores) • “Own” a share of user homepage • Easier monetization (if using API) • Store search is not web search • New analytics for marketing • Pay rev-share (IF you use in-app purchase)
Why native? Be THIS EASY to find … and THIS HARD to displace. 8
Why native? Be THIS EASY for customers to spend money with you. 9
Why native? Be THIS GORGEOUS. 10
Dream scenarios for a native retail app … 3x rewards day! I’m going shopping! Also: Receive sale notices, coupons My favorite Vince T-shirts are on sale, 2nd floor. My personal shopper knows I’m in da house. Also: Receive sale notices, coupons My shopper sees everything I‟ve scanned/ordered 11 Can’t find my size? No problem. Scan the product tag and order from website or another store. Also: Tag items for wish-list Check credit card balance Remind me to enter in-store contests Ask me for feedback real-time
Now we‟ll pivot • How consumers choose and use native apps • Marketing your app • Analytics
How consumers choose and use native apps Start LEARN Keys to app discovery: • Word of mouth • App store • Online version • Publications/Websites • Ads SHOP USE Financial Security Financial & transaction processing apps require proof that personal/business information is secure. Apps must be engaging, glitch-free, relevant. Finish Keep Research critical on path to download, especially: • Peer recommendation • 3rd-party articles/websites • App store (promotions) Delete Average user has just 40 apps on device. Apps that are not used regularly are often deleted CHOOSE 13 66% of users find apps through family/friends Finish • Free preferred to paid apps (most will tolerate ads if free) • Selection among similar apps comes down to: - Price - App store stars/rankings/reviews/features - Prior relationship with business - Brand (financial apps)
Positioning mobile as a key benefit of service 14
Promoting mobile never a problem … when there‟s only a native app! 15
Use app store badges for call to action 16
Introduce companion apps from inside your web app 17
In-product discovery “call to action” Sample landing page Scenario: • User is in web app • Link: “Download our mobile app” • Click takes user to landing page • User enters mobile #, hits send • User receives SMS with link • Click link, launch app store • Click to install Intuit test result: • 62% of users who entered their mobile phone number on landing page installed the app. According to Techipedia, 98% of SMS messages sent are opened, and 83% of them are opened within 3 minutes 18
Telesales/Sales force • WOM – leverage personal recommendation + power of “time of need” • Can SMS link to app store 19
Mobile web search: drive branded term mobile search to native app For branded terms, send user to app store product page 20
Mobile web search: benefit from advertising from Google Play 21
Your mobile website: leverage iOS Smart App Banner app 1. From web search, user lands on your web page. 2. Banner ad appears at top of page. 3. Click to launch app store and download app. 4. If app already installed, directs customers to launch the app. 22
Facebook mobile newsfeed: tap to install campaign • For Intuit, top performer on “cost per install” • Targeting & segmentation options: – Look-alike modeling – Re-targeting – Deep linking • Using Mobile App Tracking, can evaluate channel performance by post-install actions, including spending 23
Mobile ad campaigns • Present your offers (or your native app) by advertising in other native apps. • Millennial media is one of several publishers. Intuit has found them to be cost-effective, given our targets. 24
StarStar program lets users “dial” for a mobile app This tactic is useful in radio advertising (e.g., Pandora) 1. Dial **[2 digit code] 25 2. Get SMS 3. Download app
App store product page • App description – Clearly state features and benefits – Add third party testimonials, awards – Use “What„s New” to let customers know they have been heard • Screenshots are “eye candy” – Convey most important & attractive aspects of the app, enhanced with annotations • Video (Google Play) – Use video clips to showcase your app or bring your story to life 26
Manage user reviews • Encourage positive reviewers to post in app store • Encourage “detractors” to talk to you • In Google Play, can respond publicly to dissatisfied users • Monitor social channels and post solutions there, too 27
App store search optimization Ranking Priority Google Play Apple iTunes 1 App Name/Title App Name/Title 2 App Description (text) Keywords 3 Net installs App Ratings 4 App Ratings & Reviews App DLs 5 Video preview App stores do not publish their search algorithm – this is our “best available” conclusion about how search works in top two stores. 28
Winning App Store promotional support What‟s in it for your app? 8–20 X lift in downloads during promo period Downloads 29
Big rules for getting promoted by app stores • • • • • 30 Build AWESOME apps Adopt latest OS/device capabilities Create a strong GTM strategy Brief partners Follow app store guidelines
Prepping the partner Request UI Review Deliver Product Briefing Review GTM Strategy Launch! 90- 120 Days 30 Days 15 Days Also: • Coordinate launch/GTM/PR dates with target go-live date in app store • Prepare feature assets ahead of time • Don‟t pre-announce apps or misuse partner device images 31
Align PR & social for more lift Case study: • Weave app promoted in app store: ~5x lift • Next-day PR/social: ~13x lift (cum.) App store promo Downloads 32 PR/Social
Marketing analytics OS Installs Sign Ups Purchases Sign up Rate Cool App 50,576 32,859 16,303 65% 47% $4.57 $7.03 $14.17 Awesome App 65,471 44,443 18,673 68% 42% $3.27 $4.82 $11.47 Total 116,047 77,302 34,976 67% 45% $3.84 $5.76 $12.73 Installs 116,047 Sign ups 77,302 Purchases 34,976 33 Purchase Rate Cost per Install Cost per Sign up Cost per Purchase Implement one, easy-to-use analytics tool to track results of driven marketing campaigns – from install to active use, and monetization.
Analytics: downloads Key vendors … • AppFigures • Distimo • Apsalar … can help you see DL by: • • • • Day, week, month App store Device type (GP) Country … and compare your results vs. competitors 34
Reviews/ratings in one dashboard Reviews Sort/filter your reviews by “type” Ratings 35
Analytics: app usage Understand what updates/events attribute to lift in users Distinguishing behavior between new vs. existing users Source: Apsalar 36
Questions or comments? 37
Phones/tablets primarily used for games/entertainment, FB, and search (limited “run my business/productivity”) Daily usage: • • 40% games/entertainment 18% FB 12% web • FB most adopted web browser on mobile • ~7.9 apps used daily • 40 80% mobile apps • • • App economy now generating $25 Billion 2 hrs, 38 min 63% of apps on mobile device today were not there one year ago
Interesting new marketing opportunities with iOS 7 iTunes Radio ads Popular Near Me Airdrop Popular Near Me Possible ways to implement: Target Marketing by Music Type Small Business Convention Share the App With a Friend The volatile mobile landscape uncovers new marketing opportunities at a rapid pace 41
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