Branch<>mParticle Webinar: Customer-Centric Mobile Experiences that Convert - Data and Strategies
1 like•586 views
The document discusses strategies for enhancing customer-centric mobile experiences to boost conversions through a webinar series featuring experts Richard Sgro and Tae Kim. Key topics covered include optimizing the mobile journey, effective measurement practices, and real-world successes, highlighting the importance of deep linking and unified attribution. The overall goal is to leverage data and holistic strategies to improve customer engagement and drive app usage across various marketing channels.
Branch<>mParticle Webinar: Customer-Centric Mobile Experiences that Convert - Data and Strategies
- 1. Enterprise Webinar Series WITH Build Customer-Centric Mobile Experiences that Convert: Strategies & Data
- 3. Meet our speakers… Richard Sgro Director of Solutions and Partnership Engineering Tae Kim Head of New York, Partner Growth
- 4. Branch Unifies Experience and Measurement Marketing Unified User Experience Unified AttributionUsers
- 6. mParticle provides a single, secure API to integrate your entire marketing stack so that brands can enhance analytics and optimize acquisition, engagement, and monetization in a multi-screen world.
- 7. Agenda Overview ● Building an All-Around Mobile Journey: Top Considerations ● Driving Conversions from Mobile Journeys: Applicable Strategies ● Measuring the Right Metrics: Best Practices ● Real-World Successes: Case Studies
- 8. Building an All-Around Mobile Journey: Top Considerations
- 9. 1. The Typical Mobile Journey of Your Customer • Cross-Platform • Cross-Channel • Cross-Device • Non-direct
- 10. Marketing User Experience Web AttributionUsers Marketing User Experience AttributionUsers Challenges: Broken User Experiences & Siloed Attribution
- 11. 2. Mobile Web vs. Mobile App Mobile has become the dominant platform comScore The 2017 U.S. Mobile App Report
- 12. Hours Hours (excl. Facebook) 0.3 1.5 Source: https://www.emarketer.com/Article/Smartphone-Apps-Crushing-Mobile-Web-Time/1014498 More Mobile users prefer native apps
- 13. App users are critical to your mobile strategy more time in app than mobile web 7x Mobile users spend better than mobile websites 300% Mobile apps convert higher than mobile web visitors 40% AOV from app users is
- 14. Consumers Prefer Apps for Frequent Activities
- 15. 3. Reach Organizational Alignment to Achieve Mobile Success ● Product ● Marketing ● Engineering ● Partners
- 16. 4. Use the Right Data to Optimize Identify the data you need • What are the business metrics? • What are the engagement metrics? • What are the technical metrics? Determine if it’s ready to use • Can you collect the data? • Do you have the analysis tools? • Do you have analytics expertise?
- 17. Driving Conversions from Mobile Journeys: Applicable Strategies
- 18. Take a Holistic View of Your Consumer Journey
- 19. Identify Areas for Improvement: A Checklist
- 20. Mobile Optimized Email Applicable Strategy 1
- 21. 71% of emails get opened on mobile Your most engaged users have your app But 100% of email links route to the mobile web
- 22. Example: Linking Emails to App - Has app ORDER COMPLETED
- 23. Example: Linking Emails to App - No app
- 24. A crucial part of our strategy has been deep linking our emails, which has turned email into a powerful channel to drive both app engagement and bottom line results. Branch’s Deep Linked Email powers our best performing email campaigns, driving 6x click-to-order rate and a 30% app-engagement rate. -Max Mullen, Co-Founder “
- 25. Mobile Optimized Web to App Flows Applicable Strategy 2
- 26. Convert your organic web traffic into HIGH-VALUE app users
- 27. APP / PLAY STORE DEEP LINKED CONTENTCLICK JOURNEYS BANNERSEARCH ON WEB User 1 - Casual Browser App not Installed
- 28. APP / PLAY STORE DEEP LINKED CONTENTWEB INTERSTITIALCLICKS AN EMAIL User 2 - Engaged User
- 29. A/B Test Your Creative And Audiences Marketers can continually test and optimize on Web to App conversions based on a change in Journey creative. Journeys supports full A/B testing for any number of variations.
- 31. Mobile Optimized Social Media Flows Applicable Strategy 3
- 32. WEB INTERSTITIALCLICK FB POST DEEP LINKED CONTENT BRANCH ORGANIC FACEBOOK FLOW (installed) Punt CNN users out of FB browser and into your app!
- 33. BRANCH TWITTER ORGANIC FLOW (not installed) Leverage Journeys to drive an install CNN POST IN-APP BROWSER DEEP LINKED ARTICLEAPP STORE
- 34. Branch links power every channel
- 35. +$ 2.5m for every 100M emails sent Sources: http://www.criteo.com/media/5333/criteo-mobilecommercereport-h12016-us.pdf https://branch.io/resources/email-revenue-calculator/ http://www.comscore.com/Insights/Presentations-and-Whitepapers/2016/The-2016-US-Mobile-App-Report The impact is measurable +1m installs for every 100M mobile web visitors +30% attribution from install ads due to unified attribution
- 36. Measuring the Right Metrics: Best Practices
- 37. EVERY BATTLE IS WON BEFORE IT IS FOUGHT -Sun Tzu, The Art of War
- 39. Multiplying Screens, Touchpoints, and Tools
- 40. ...are Driving Increased Data Fragmentation
- 41. Compounded by More Customer Data & IDs Personal Data & IDs NAME ADDRESS EMAIL ADDRESS BIOMETRICS Internal Systems & IDs CUSTOMER IDs LOYALTY NUMBERS LTV & TRANSACTION DATA COHORT MEMBERSHIP Device Data & IDs COOKIES ADVERTISING IDs PUSH TOKENS TELEMETRY GEO LOCATION SAAS Data & IDs ANALYTICS IDs DMP IDs Social IDs EXTERNAL CAMPAIGN DATA
- 42. Pro Tips ● Make a conscious choice about ID assets ● Improves your ability to market ● Compliance :-)
- 44. It Starts with the Data Model User Identity – IDs that Uniquely Identify User • Customer ID • E-Mail • Facebook • Google • Twitter • Etc. User Attributes– Associated User Data • First Last Name • Age • Gender • Location • Custom Attributes eCommerce Measurement • Add / Update / Remove Cart • Checkout • Purchase • Product Impression • Product View
- 45. Pro Tips ● Make sure you account for platforms ● Simplicity and flexibility matters
- 47. Business Metrics 1. Purchases 2. Loyalty sign-ups 3. Conversion rates through the funnel
- 48. Engagement Metrics 1. Time spent in the app 2. Retention rates 3. Products viewed
- 49. Technical Metrics 1. Crashed / exceptions 2. Time to open the app 3. Time to complete purchase
- 50. Pro Tips ● Start at the end and work backwards ● Keep it intuitive ● Iterate as your business evolves
- 54. +
- 55. Branch is most effective when rolled out across all marketing channels Branch links across all their channels ● Paid Advertising ● In-App Sharing ● Mobile Web to app ● Email ● Social Over 50 different people at Airbnb use Branch regularly
- 56. The Results ● Use Case: “Branch Everywhere” - Mobile website, desktop site, in-app sharing, email campaigns, social ● Results: ○ App install rate increase by 19% ○ 3.5 million app downloads in 6 months ○ Seamless cross-platform user experience
- 57. There’s never been a more exciting time to be in mobile