Lomit Patel (VP of Growth at IMVU - 3D avatar social app) and Athena Koutsonikolas (VP Marketing at Leanplum - Customer Engagement Platform) discuss the challenges companies face with engaging their mobile customers.
Reverse-engineer journey of highest-LTV users (for IMVU: highest IAP spenders and/or most engaged in social network): which behaviors and actions => Find hooks, especially in the user onboarding flow
Run A/B tests with Leanplum with different order of tiles (modules on home screen) from the home screen to lead users to the key hooks.
IMVU also lowered barriers to entry (based on user reviews/review mining): In-app messaging A/B test (“Redeem free credits”) to experiment giving users up to 10,000 free credits during onboarding vs. 2,000 free credits historically=> increased retention by 157% and doubled ARPU
Leveraged retargeting with InMobi to advertise its users in other apps so they would return to IMVU to redeem free credits (within the first 7 days): using the 5 key hooks identified.
Reverse-engineer journey of highest-LTV users (for IMVU: highest IAP spenders and/or most engaged in social network): which behaviors and actions => Find hooks, especially in the user onboarding flow
Run A/B tests with Leanplum with different order of tiles (modules on home screen) from the home screen to lead users to the key hooks.
IMVU also lowered barriers to entry (based on user reviews/review mining): In-app messaging A/B test (“Redeem free credits”) to experiment giving users up to 10,000 free credits during onboarding vs. 2,000 free credits historically=> increased retention by 157% and doubled ARPU
Leveraged retargeting with InMobi to advertise its users in other apps so they would return to IMVU to redeem free credits (within the first 7 days): using the 5 key hooks identified.
Reverse-engineer journey of highest-LTV users (for IMVU: highest IAP spenders and/or most engaged in social network): which behaviors and actions => Find hooks, especially in the user onboarding flow
Run A/B tests with Leanplum with different order of tiles (modules on home screen) from the home screen to lead users to the key hooks.
IMVU also lowered barriers to entry (based on user reviews/review mining): In-app messaging A/B test (“Redeem free credits”) to experiment giving users up to 10,000 free credits during onboarding vs. 2,000 free credits historically=> increased retention by 157% and doubled ARPU
Leveraged retargeting with InMobi to advertise its users in other apps so they would return to IMVU to redeem free credits (within the first 7 days): using the 5 key hooks identified.
Notes for this resource are currently being transferred and will be available soon.
Process:
5 key hooks for IMVU
[💎@17:00] IMVU also lowered barriers to entry (based on user reviews/review mining):
[💎@21:40] Leveraged retargeting with InMobi to advertise its users in other apps so they would return to IMVU to redeem free credits (within the first 7 days): using the 5 key hooks identified.
Key takeaways:
How to find the right channel (push/emails/retargeting)?
At IMVU: leverage as many as the cross-channels available as possible.
The doubled ARPU mentioned above was for “regular” users (not churn users) or users that have downloaded the app but not a lot of activity within 7 days. Campaigns for users that have churned less of a focus.
Process:
5 key hooks for IMVU
[💎@17:00] IMVU also lowered barriers to entry (based on user reviews/review mining):
[💎@21:40] Leveraged retargeting with InMobi to advertise its users in other apps so they would return to IMVU to redeem free credits (within the first 7 days): using the 5 key hooks identified.
Key takeaways:
How to find the right channel (push/emails/retargeting)?
At IMVU: leverage as many as the cross-channels available as possible.
The doubled ARPU mentioned above was for “regular” users (not churn users) or users that have downloaded the app but not a lot of activity within 7 days. Campaigns for users that have churned less of a focus.
Process:
5 key hooks for IMVU
[💎@17:00] IMVU also lowered barriers to entry (based on user reviews/review mining):
[💎@21:40] Leveraged retargeting with InMobi to advertise its users in other apps so they would return to IMVU to redeem free credits (within the first 7 days): using the 5 key hooks identified.
Key takeaways:
How to find the right channel (push/emails/retargeting)?
At IMVU: leverage as many as the cross-channels available as possible.
The doubled ARPU mentioned above was for “regular” users (not churn users) or users that have downloaded the app but not a lot of activity within 7 days. Campaigns for users that have churned less of a focus.
