Make Your Numbers go Up: How to Optimize for Conversion & Retention on Mobile" - Mariya Yao
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Make Your Numbers go Up: How to Optimize for Conversion & Retention on Mobile" - Mariya Yao, Founder & Product Strategist, Xanadu Mobile
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Make Your Numbers go Up: How to Optimize for Conversion & Retention on Mobile" - Mariya Yao
- 1. HELLO. NICE TO MEET YOU. I’m Mariya. I’m a Product Designer & Strategist and I specialize in creating simple and lovable products for web and mobile companies. Today, I’m going to share some learnings about optimizing for conversion & retention on mobile 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 2. 22% of downloaded apps are opened just one time 62% of an app’s users are lost after one month Sources: http://www.localytics.com/blog http://blog.flurry.com/ 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 3. Source: http://www.localytics.com/blog 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 4. How do you get over here? Source: http://www.localytics.com/blog 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 5. global maximum local maximum 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 6. Am I building the right product? Am I building the product right? 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 7. What should we A/B test? Am I building the What platform do we build on? right product? How do we improve retention? Am I building the product right? 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 8. What should we A/B test? Am I building the What platform do we build on? right product? How do we improve retention? Am I building the product right? Am I in the right market? Where are the opportunities? Do enough people want this? 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 9. What should we A/B test? Am I building the What platform do we build on? right product? How do we improve retention? 10x Am I building the product right? 10% Am I in the right market? Where are the opportunities? Do enough people want this? 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 10. BENCHMARKS What’s the landscape look like? BEHAVIORS What are users doing and why? 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 11. How do mobile users spend their time? App Usage in November 2012 Source: http://blog.flurry.com 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 12. What are the fastest growing app categories? Source: Flurry Analytics Oct 2011 - Mar 2012 http://blog.flurry.com 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 13. What apps have the most loyal users? Source: http://blog.flurry.com 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 14. What kind of apps make the most money? Average Monthly Revenue Licensed under Creative Commons Attribution 3.0 License Source: Developer Economics 2012 http://www.developereconomics.com 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 15. Where are smartphones being adopted? Source: http://blog.flurry.com 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 16. Time Spent Growth Loyalty Revenue Adoption What are the trends? Where are the opportunities? Where are the danger zones? Why have companies failed there? What can people do on mobile they weren’t able to do before? Why are people loyal to certain apps and not others? In which markets is smartphone adoption outpacing app development? 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 17. BENCHMARKS What’s the landscape look like? BEHAVIORS What are users doing and why? 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 18. CREATING vs. REPLACING 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 19. 2009 2012 Check In Explore 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 20. 76% of people use their phones to take photos May 2010 Pre-Instagram Source: Mobile Access 2010 http://www.pewinternet.org 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 21. Here’s what I did pre-Instagram 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 22. Here’s what I did Be Inspired pre-Instagram Notice a “photo-worthy” subject or moment 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 23. Here’s what I did Be Inspired pre-Instagram Notice a “photo-worthy” subject or moment Take the Photo 20 s Navigate to Camera app, position subjects, position phone, push “take photo” button 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 24. Here’s what I did Be Inspired pre-Instagram Notice a “photo-worthy” subject or moment Take the Photo 20 s Navigate to Camera app, position subjects, position phone, push “take photo” button ...if I wanted an awesome looking photo for free { Edit the Photo Navigate to Photoshop app, adjust size, cropping, colors, contrast, etc... 5m 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 25. Here’s what I did Be Inspired pre-Instagram Notice a “photo-worthy” subject or moment Take the Photo 20 s Navigate to Camera app, position subjects, position phone, push “take photo” button ...if I wanted an awesome looking photo for free { Edit the Photo Navigate to Photoshop app, adjust size, cropping, colors, contrast, etc... 5m Post to Facebook 4m Navigate to app, click on “upload a photo”, select photo, from gallery, click “post”, wait for upload 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 26. Here’s what I did Be Inspired pre-Instagram Notice a “photo-worthy” subject or moment Take the Photo 20 s Navigate to Camera app, position subjects, position phone, push “take photo” button ...if I wanted an awesome looking photo for free { Edit the Photo Navigate to Photoshop app, adjust size, cropping, colors, contrast, etc... 5m Post to Facebook 4m Navigate to app, click on “upload a photo”, select photo, from gallery, click “post”, wait for upload Get Feedback 10 m Get social validation through likes and comments and be motivated to repeat my action 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 27. { Be Inspired Notice a “photo-worthy” subject or moment Take the Photo 20 s Navigate to Camera app, position subjects, position phone, push “take photo” button 20 Edit the Photo 5m Navigate to Photoshop app, adjust size, cropping, m colors, contrast, etc... Post to Facebook 4m Navigate to app, click on “upload a photo”, select photo, from gallery, click “post”, wait for upload Get Feedback 10 m Get social validation through likes and comments and be motivated to repeat my action 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 28. Be Inspired Notice a “photo-worthy” subject or moment { Take the Photo 20 s Navigate to Camera app, position subjects, position phone, push “take photo” button 1m Edit the Photo Navigate to Photoshop app, adjust size, cropping, colors, contrast, etc... 5m Post to Facebook 4m Navigate to app, click on “upload a photo”, select photo, from gallery, click “post”, wait for upload Get Feedback 10 m Get social validation through likes and comments and be motivated to repeat my action 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 29. More subjects are now “photo-worthy” { Be Inspired Notice a “photo-worthy” subject or moment { Take the Photo 20 s Navigate to Camera app, position subjects, position phone, push “take photo” button 1m Edit the Photo Navigate to Photoshop app, adjust size, cropping, colors, contrast, etc... 5m Post to Facebook 4m Navigate to app, click on “upload a photo”, select photo, from gallery, click “post”, wait for upload Cooler pictures get more feedback faster { Get Feedback Get social validation through likes and comments and be motivated to repeat my action 10 m 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 30. 10x BETTER vs Awesome Photos Instant Sharing Love and Adoration 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 31. Are you solving a PROBLEM or NUISANCE? 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 32. Will enough people be interested? 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 33. Say you want to create a “Facebook Events for Mobile” Sources: http://techcrunch.com/2013/01/04/how-many-mobile-users-does-facebook-have/ 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 34. Say you want to create a “Facebook Events for Mobile” ~600 million MAU on mobile Sources: http://techcrunch.com/2013/01/04/how-many-mobile-users-does-facebook-have/ 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 35. Say you want to create a “Facebook Events for Mobile” ~600 million MAU on mobile ~147 million MAU on iOS Sources: http://techcrunch.com/2013/01/04/how-many-mobile-users-does-facebook-have/ 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 36. ~600 million MAU on mobile ~147 million MAU on iOS In a survey of 300+ random Facebook users: 71% had never RSVPed for an event 96% had never created an event Most of the 4% who created events created <5 events per year Sources: http://techcrunch.com/2013/01/04/how-many-mobile-users-does-facebook-have/ 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 37. ~600 million MAU on mobile ~147 million MAU on iOS In a survey of 300 random Facebook users: 71% had never RSVPed for an event 96% had never created an event Most of the 4% who created events created <5 events per year ~5.88 million event creators who might use your iOS app Sources: http://techcrunch.com/2013/01/04/how-many-mobile-users-does-facebook-have/ 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 38. Understand behaviors Am I building the & benchmarks right product? Am I building the product right? 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT
- 39. THANKS FOR LISTENING Say hi or send questions to: mariya@xanadumobile.com And you can find the slides at: xanadumobile.com/startupproduct 02/2013 MARIYA YAO OPTIMIZATION FOR MOBILE STARTUP PRODUCT SUMMIT