Neumob is partnered with some of the top names in the mobile app ecosystem, and one company we really admire is Leanplum.
Leanplum is building the marketing cloud for the mobile era. Their integrated platform delivers meaningful user engagement across both messaging and the in-app experience, and we were happy to recently have worked with them on a webinar about “How To Increase App Retention in 2017” (you can watch it here).
Let’s get to know them a little better, shall we? We talked with Leanplum’s Mark Stanbury, their Director of Strategic Partnerships and Alliances, about how they serve mobile app marketers and product managers with a variety of personalization, communication and revenue-enhancing services.
Q: What are some of the key metrics in Leanplum’s analytics platform that your users are most interested in – and how has that evolved over the last couple of years?
Mark Stanbury: The most common metrics that we see are DAU, User Engagement, Monetization, and Retention. Over the last few years we have seen a shift from user acquisition, installs etc, to user engagement and retention as the key metrics being focused on.
Q.There’s more emphasis on increasing sessions and in-app engagement than when just the sheer number of downloads was some app makers’ key (or only) metric. What are the best ways for app owners to boost sessions and engagement in 2017?
First and foremost, achieving the highest levels of push notification opt-in rates is key. In our recent retention report, we found that sending push notifications can increase your user retention by 20%. With the Leanplum platform, you can deliver a push pre-permission to the user, which encourages more users to opt in to receive messages. Personalization and A/B tested messages will ensure that you are engaging the highest number of users — up to 7x more, according to the report — while optimized lifecycle campaigns will ensure that you see the best possible outcomes for your key goals and objectives overall.
Q.What are some of the largest differences you see with regard to mobile app engagement across Leanplum customers in European vs. North American vs. Asian markets? Any particularly interesting regional anomalies you’re seeing?
Users around the world engage with apps at different times of day. In our Breaking Barriers report, we found that 63% of mobile marketers send push notifications at the wrong time. The times that users in North America open push notifications isn’t the same time that users in Europe or APAC will open those messages — even if you stagger by time zones.
In order to successfully engage users, apps must recognize cultural and individual preferences. Leanplum’s Optimal Time solution is a great way to do this. It analyzes individual app usage patterns to automatically send messages when users are most likely to open. One customer who implemented this tactic saw revenue lift by 17%. And it’s easy too, all marketers have to do is check one box, and the algorithm takes care of the rest.
Q.Leanplum’s SDK allows apps to deploy mobile A/B tests without having to resubmit to the App Store or Google Play. What are some of the best use cases, or results you’ve seen from this?
Changing an image, moving a button, or changing the color/text can have a dramatic impact on key metrics that brands may be tracking. When Tesco experimented with checkout button placement, they found that moving the button from the bottom of the screen to the top saw a 3.3% increase in the number of items added to cart. This represented a significant increase in annual revenue. Personalizing the UI of the app, based on user profile data or location, is also another popular use case of this capability.
Q.What measurable insights, if any, can Leanplum provide its users on app performance, such as how it loads, its speed or its crash rate?
Leanplum partners with the most trusted names in mobile. Through our 3rd-party integrations with platforms like Apteligent, we help brands recognize issues and take the necessary steps for re-engagement. For instance if a user experiences an app crash in the middle of a checkout, the app can see this data in Leanplum and send the user a push notification asking them to come back to the app and finish purchasing. You can read more use cases for app performance issues here.
Q.Where do you see mobile app owners & marketers focusing their attention when 2017 wraps up, versus where that attention is at right now? What will be the biggest growth areas and changes that you’re anticipating?
Personalization leveraging user profile data and attribution data has been a big area of focus. This will continue throughout 2017 with more complex campaigns being deployed incorporating multiple features including creative dynamic content, UI personalization, GIFs and video.
Retention through loyalty will be a big area of focus by the final quarter of the year, driving the biggest engagement, and quality over quantity of that personalized messaging will see the best results.