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Mobile App Optimization Create an App Users Love The ultimate guide to mobile experiences that delight, engage, and keep your users coming back for more

Table of Contents Introduction What is Mobile App Optimization? Section 1: Optimizing User Acquisition Make your app more discoverable A more nimble app store approach Reviews, ratings, & social shares Section 2: Optimizing User Onboarding A better first time user experience Exercise: First time user experience tear-down Section 3: Driving Engagement & Retention Optimizing App Engagement and Retention Increasing engagement with messaging & notifications Conclusion 2 3 4 6 12 16 22

Mobile App Optimization: Create an App Users Love | Introduction 3 Introduction With millions of apps in the Apple and Google Play stores, it can be hard to stand out. And first impressions are only the beginning, considering that 80-90% of downloaded apps get used once and then deleted. Today, best-in-class apps are meticulously focused on building lasting relationships with their users. Users who love an app–those with a deep level of engagement on a regular basis–are more likely to rate, recommend, and pay for its services. A highly engaged user base is invaluable to your app’s success. So how do you create an app users love? One that engages them, delights them, and keeps them coming back for more? It’s all about delivering optimized experiences at every tap along the way. We’ve created this guide to help you do just that. Inside, you’ll learn: • How to create an unforgettable first impression and improve user acquisition via app store optimization • Tips for getting users to share the love, with positive reviews, ratings, and social shares • How to take action and deploy changes more quickly than ever before, with a new approach to the app store review process • Winning approaches to user onboarding flow and user experience • More ways to continue engagement with push notification and messages

Mobile App Optimization: Create an App Users Love | What Is Mobile App Optimization? 4 What Is Mobile App Optimization? From discoverability and onboarding, to retention and engagement, best-in-class app teams use optimization to convert more users at each stage of the mobile customer journey. Mobile app optimization allows teams to collect data about user behaviors, using methods like A/B testing, and use that data to serve up experiences catered specifically to their How to A/B Test Your Mobile App A B A B A B A B Mobile A/B testing is the process of running a controlled experiment comparing one or more variations of an app against the original, with the goal of improving a specific metric, such as taps, engagement, or in-app purchases. The experiment is delivered to a selected percentage of the application’s install base. App users are randomly distributed between the original and variation experiences without knowing they are part of a test. Once a statistically significant difference in user behavior emerges, the results of each variation are compared to determine which performed best against the predetermined goal. This method can be used to test changes across any aspect of an application where a measurable goal can be improved, including user interface (UI), onboarding flow, content and messaging, and many more. For example, testing changes to an app’s first time user experience, or onboarding flow, would help determine what factors improve conversions through each step of the onboarding process and will lead to increased retention over time. Within your app, nearly every element can be altered, tested, and measured with the goal of improving conversions.

Mobile App Optimization: Create an App Users Love | What Is Mobile App Optimization? 5 users’ unique needs and preferences. This process of experience optimization helps teams achieve key business goals, such as engagement, retention, and monetization. Teams who focus on experience optimization can operate more quickly and efficiently than ever before. After collecting information about users, they can deploy immediate changes to their app, without waiting on the app store review process or other barriers. Testing and optimization ensures team members focus their time building experiences that are proven to convert. Plus, it’s easy to demonstrate return on investment (ROI), because tests are created with a quantifiable goal in mind and results are easy to track and measure. “Your assumptions are often wrong and how you expect people to use your app is actually not how they use it at all. When you’re optimizing your app you can see that, iterate on it, and make a more usable product.” — Ben Cole, MEC

Ebook Title Goes Here along with any supporty section text 6 6 Section 1 Optimize User Acquisition Mobile App Optimziation: Create an App Users Love | Section text

Mobile App Optimization: Create an App Users Love | Optimize User Acquisition 7 Make Your App More Discoverable How discoverable is your app? App store optimization (ASO) is the equivalent of search engine optimization (SEO) for mobile apps. The goal is to make it easy for users to find your app in the app store through careful selection of title and keywords. In addition to being the most important factors for ASO, the fact that the title and keywords can be modified easily means that you can regularly optimize them. They’re looking for you. So help them out. 63% of Android and iOS users have used search to discover a new app. Make it easy for them to find you by focusing on app store optimization. Source: Nielsen But that’s not to say title and keywords are the only things that matter. Best-in-class apps focus on a number of factors to improve performance in the app store. A More Nimble App Store Approach: Quick Content Fixes & Phased Rollouts For mobile teams, one predominant pain point is the App Store review cycle. The good news is, if you’re using an optimization platform, you have the ability to be more nimble. Using the same platform with which you test and measure the performance of your app, you can push changes out to users, or a subset of users, immediately. How does this look in action? Let’s say you’re a travel app. Through testing, you discover that your primary CTA “Let’s go!” is not converting well; while a variation CTA “Book your trip now” is performing exceptionally better. Rather than

Mobile App Optimziation: Create an App Users Love | Optimize User Acquisition 8 wait on app store reviews or for users to upgrade to the latest version of your app, you can push the optimal CTA out to all users of your app immediately. No action required on their end. This results in a better user experience for them and, ultimately, more revenue for your business. Using this same tactic, you can test new features and releases to a subset of your user base before submitting them for app store approval. This phased rollout process is made possible through Code Blocks, which encapsulate a new experience into a conditional code statement that allows one to deliver that experience to a controlled percentage of an app’s install base. Advanced feature rollouts save app teams time and resources, ensuring they’re building an deploying only features that actually convert. Ratings & Reviews Ratings and reviews—the quality and number—matter for an app’s success. They’re some of the most visible components of an app’s listing and they influence a person to tap through or download. They also matter for optimizing your app store rankings. Recently, the number of ratings has become more influential in the app ranking algorithm. On average, the apps in the top 5 of any top chart have more than twice the number of ratings as apps in ranked between 6 and 10.

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