A Look inside Mobile Brands Success

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💎 #

1

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

11:20

View gem in the Notes

💎 #

2

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.

14:45

View gem in the Notes

💎 #

3

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

17:00

View gem in the Notes

💎 #

4

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.

21:40

View gem in the Notes

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💎 #

1

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

11:20

💎 #

2

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.

14:45

💎 #

3

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

17:00

💎 #

4

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.

21:40

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💎 #

1

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

11:20

💎 #

2

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.

14:45

💎 #

3

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

17:00

💎 #

4

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.

21:40

NOTES Gems Discussion

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Increasing ARPU with Product & Mobile A/B testing

Process:

[💎@11:20] 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

5 key hooks for IMVU

Analyze UX to find major user drop-offs from the home screen
[💎@14:45] => 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

[💎@17:00] 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

[💎@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:

Importance of onboarding journey
Pay attention to audience segmentation and targeting
Use tools like Leanplum
Run small tests before you start scaling up.

Q&A

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.

The notes from this resource are only available to premium members.

↘ At this point, you know what to do ↙

Upgrade Your Plan

Increasing ARPU with Product & Mobile A/B testing

Process:

[💎@11:20] 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

5 key hooks for IMVU

Analyze UX to find major user drop-offs from the home screen
[💎@14:45] => 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

[💎@17:00] 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

[💎@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:

Importance of onboarding journey
Pay attention to audience segmentation and targeting
Use tools like Leanplum
Run small tests before you start scaling up.

Q&A

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.

The notes from this resource are only available to premium members.

The detailed notes taken for a resource are an easy way to see the gems in context to get a better understanding. They also include any relevant visuals from the source.
‍

↘ At this point, you know what to do ↙

Request Access

Increasing ARPU with Product & Mobile A/B testing

Process:

[💎@11:20] 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

5 key hooks for IMVU

Analyze UX to find major user drop-offs from the home screen
[💎@14:45] => 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

[💎@17:00] 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

[💎@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:

Importance of onboarding journey
Pay attention to audience segmentation and targeting
Use tools like Leanplum
Run small tests before you start scaling up.

Q&A

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.