Branchout 2017 - Day 2 Session - Ankur Prasad
Download as PPTX, PDF•0 likes•1,421 views
The document discusses strategies for driving user engagement and retention in the Amazon Appstore, emphasizing the importance of user interaction early on, providing incentives for repeat usage, and utilizing reward programs. It highlights statistics on user abandonment and revenue generation, suggesting effective techniques for keeping users active within the app. Various examples of successful engagement campaigns and customer journeys are also provided to illustrate these concepts.
Branchout 2017 - Day 2 Session - Ankur Prasad
- 1. Amazon Appstore Driving Growth & Engagement through Triggers and Rewards Programs Ankur Prasad Head of Marketing, Amazon Appstore @Amazon
- 3. WE NOW LIVE IN AN ENGAGEMENT FIRST WORLD A M A Z O N #EngagementFirst
- 4. A M A Z O N WHAT MATTERS NOW DIDN’T MATTER YESTERDAY Development Focus Design Matters Acquisition Wins Engagement First 2008 2011 2014 2017
- 5. A M A Z O N IT’S NO LONGER ENOUGH TO JUST GET INSTALLS 77% of Users Average number of users lost after 3 days1 23% of Users Number of users that abandon an app after one use2 1 Quettra Mobile Intelligence Report 2 Localytics 2016 Report 90% of Users Average number of users lost after 30 days1 $5 CPI = $50 cost per 30-day active user $5 CPI = $22 cost per 3-day active user $5 CPI = $6.5 cost per user that opens app 2+ times
- 6. A M A Z O N THREE STEPS TO WIN IN ENGAGEMENT
- 7. Engage customers early 37% of the customers who purchase, those who do so on day 0 Keep them in the app 48% of repeat purchases happen within one hour of a previous purchase Give them a reason to come back 64% of revenue comes from 3rd order + 74% of revenue occurs after the first 7 days 56% of revenue occurs after the first 30 days Source: Kahuna, October 2016 | Amazon Appstore, March 2014 A M A Z O N
- 8. A M A Z O NSource: Hooked: How to Build Habit-Forming Products by Nir Eyal THE HOOK MODEL Notify
- 9. Do X Get Y any action any product (on Amazon) A M A Z O N
- 10. Do X Get Y Do X Get Y Do X Get Y Do X Get Y Acquisition Onboarding Engagement Loyalty
- 11. Challenges Surprises Journeys A M A Z O N
- 12. A FEW EXAMPLES A M A Z O N
- 13. Collect 2500 Amazon Boxes. Get $10 Amazon Gift Card
- 14. RETENTION CAMPAIGN A M A Z O N TA R G E T & A C T I O N R E WA R D Target Customer In-active web users Action Read then share 10 articles a week. $10 off
- 15. SURPRISE A M A Z O N TA R G E T & A C T I O N R E WA R D Target Customer New Users Onboarding Action Download app, read the first article, add topics, add your email and audio Surprise Gift
- 16. Congrats! You just unlocked a moment. Journey BMW ReachNow CarSharing Thank you for downloading the ReachNow CarSharing app. You can now drive one of hundreds of BMW, BMWi or MINI vehicles anytime of the day or night. ReachNow makes getting from A to B convenient, easy, and affordable – all in the comfort and style of a BMW or MINI.
- 17. GET STARTED A M A Z O N
- 18. @Amazon #branchout17 Questions Submit your questions via sli.do Enter code Branchout2017
Editor's Notes
- #14: 5,301 completed the action Installs (+313% WoW) Minutes (+150% WoW) T-Shirt Revenue (+178% WoW)