A Look inside Mobile Brands Success

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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.

Source:
A Look inside Mobile Brands Success
(no direct link to watch/listen)
(direct link to watch/listen)
Type:
Webinar
Publication date:
November 19, 2019
Added to the Vault on:
March 21, 2020
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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
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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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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 ↙
GET 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.