9 Retention From Code to Product gidgreen.com/course Lecture 9 - - PowerPoint PPT Presentation

▶
9 retention
SMART_READER_LITE
LIVE PREVIEW

9 Retention From Code to Product gidgreen.com/course Lecture 9 - - PowerPoint PPT Presentation

Dec 05, 2022 155 likes •874 views

9 Retention From Code to Product gidgreen.com/course Lecture 9 Positioning Home pages Other web pages App store pages Ongoing retention From Code to Product Lecture 9 Retention Slide 2 gidgreen.com/course

slide-1
SLIDE 1

9 — Retention

From Code to Product gidgreen.com/course

slide-2
SLIDE 2

Lecture 9

  • Positioning
  • Home pages
  • Other web pages
  • App store pages
  • Ongoing retention

From Code to Product Lecture 9 — Retention — Slide 2 gidgreen.com/course

slide-3
SLIDE 3

Positioning

“The customer’s perceptions of the place a product or brand occupies in a market segment.” — American Marketing Association “The way in which a company or organization and its capabilities are perceived relative to competitors in its marketplace” — Oxford Dictionary of Marketing

From Code to Product Lecture 9 — Retention — Slide 3 gidgreen.com/course

slide-4
SLIDE 4

Elements of positioning

  • Primary target market
  • Benefits of your offering
  • Unique selling point
  • Via comparables

– Like X but for doing Y – Like X but for niche Z – Like X but better/faster/cheaper

From Code to Product Lecture 9 — Retention — Slide 4 gidgreen.com/course

slide-5
SLIDE 5

A market leader

From Code to Product Lecture 9 — Retention — Slide 5 gidgreen.com/course

slide-6
SLIDE 6

Scrappy upstart

From Code to Product Lecture 9 — Retention — Slide 6 gidgreen.com/course

slide-7
SLIDE 7

Product innovator

From Code to Product Lecture 9 — Retention — Slide 7 gidgreen.com/course

slide-8
SLIDE 8

Consumer positioning

From Code to Product Lecture 9 — Retention — Slide 8 gidgreen.com/course

slide-9
SLIDE 9

Enterprise positioning

From Code to Product Lecture 9 — Retention — Slide 9 gidgreen.com/course

slide-10
SLIDE 10

Positioning is sticky

From Code to Product Lecture 9 — Retention — Slide 10 gidgreen.com/course

“Kitchen Entrees”

slide-11
SLIDE 11

Repositioning

From Code to Product Lecture 9 — Retention — Slide 11 gidgreen.com/course

slide-12
SLIDE 12

Lecture 9

  • Positioning
  • Home pages
  • Other web pages
  • App store pages
  • Ongoing retention

From Code to Product Lecture 9 — Retention — Slide 12 gidgreen.com/course

slide-13
SLIDE 13

A few short words

From Code to Product Lecture 9 — Retention — Slide 13 gidgreen.com/course

slide-14
SLIDE 14

Free free free

From Code to Product Lecture 9 — Retention — Slide 14 gidgreen.com/course

easy simple instant quick fast save new guaranteed safe secure

slide-15
SLIDE 15

Space and facts

From Code to Product Lecture 9 — Retention — Slide 15 gidgreen.com/course

slide-16
SLIDE 16

(Real) credibility

From Code to Product Lecture 9 — Retention — Slide 16 gidgreen.com/course

slide-17
SLIDE 17

Video home pages

From Code to Product Lecture 9 — Retention — Slide 17 gidgreen.com/course

slide-18
SLIDE 18

Visuals and Video

From Code to Product Lecture 9 — Retention — Slide 18 gidgreen.com/course

slide-19
SLIDE 19

Home page gone viral

From Code to Product Lecture 9 — Retention — Slide 19 gidgreen.com/course

slide-20
SLIDE 20

Your home page must…

  • Appear quickly
  • Establish positioning

– One-sentence pitch – List key benefits

  • Provide a call to action

– Make it prominent

  • Provide navigation

From Code to Product Lecture 9 — Retention — Slide 20 gidgreen.com/course

You have 5 seconds

slide-21
SLIDE 21

Direct-to-action

From Code to Product Lecture 9 — Retention — Slide 21 gidgreen.com/course

slide-22
SLIDE 22

Direct-to-action

From Code to Product Lecture 9 — Retention — Slide 22 gidgreen.com/course

slide-23
SLIDE 23

SEO in one slide

  • Structure for search from day one
  • Keywords in page titles, URLs, headlines

– Also in main text (within reason)

  • Links from authoritative sites

– Keywords in anchor text – Don’t buy links or use link farms

  • Fast site, fresh unique content
  • robots.txt, XML sitemaps, rel=canonical

From Code to Product Lecture 9 — Retention— Slide 23 gidgreen.com/course

slide-24
SLIDE 24

Lecture 9

  • Positioning
  • Home pages
  • Other web pages
  • App store pages
  • Ongoing retention

From Code to Product Lecture 9 — Retention — Slide 24 gidgreen.com/course

slide-25
SLIDE 25

About (not about you!)

From Code to Product Lecture 9 — Retention — Slide 25 gidgreen.com/course

slide-26
SLIDE 26

Features and benefits

From Code to Product Lecture 9 — Retention — Slide 26 gidgreen.com/course

Feature Benefit

slide-27
SLIDE 27

Subtitles for details

From Code to Product Lecture 9 — Retention — Slide 27 gidgreen.com/course

slide-28
SLIDE 28

Terms and Privacy

From Code to Product Lecture 9 — Retention — Slide 28 gidgreen.com/course

slide-29
SLIDE 29

Contact details

From Code to Product Lecture 9 — Retention — Slide 29 gidgreen.com/course

slide-30
SLIDE 30

Contact form

From Code to Product Lecture 9 — Retention — Slide 30 gidgreen.com/course

slide-31
SLIDE 31

FAQ / Forums / Q&A

From Code to Product Lecture 9 — Retention — Slide 31 gidgreen.com/course

slide-32
SLIDE 32

Blog / News

From Code to Product Lecture 9 — Retention — Slide 32 gidgreen.com/course

slide-33
SLIDE 33

Avoid…

From Code to Product Lecture 9 — Retention — Slide 33 gidgreen.com/course

slide-34
SLIDE 34

Bad copy

From Code to Product Lecture 9 — Retention — Slide 34 gidgreen.com/course Source: http://www.webdesignerdepot.com/2011/03/ how-to-spot-and-avoid-web-copy-that-kills-websites/

slide-35
SLIDE 35

Lecture 9

  • Positioning
  • Home pages
  • Other web pages
  • App store pages
  • Ongoing retention

From Code to Product Lecture 9 — Retention — Slide 35 gidgreen.com/course

slide-36
SLIDE 36

How people find apps

From Code to Product Lecture 9 — Retention— Slide 36 gidgreen.com/course

slide-37
SLIDE 37

Search listings

From Code to Product Lecture 9 — Retention— Slide 37 gidgreen.com/course

slide-38
SLIDE 38

App details

From Code to Product Lecture 9 — Retention— Slide 38 gidgreen.com/course

slide-39
SLIDE 39

App icons

  • Stand out in search
  • First impression
  • Simple, shrinkable

– Avoid words

  • Primary colors

– Gradients + shadows

  • Create an identity

– It will cost you!

From Code to Product Lecture 9 — Retention— Slide 39 gidgreen.com/course

slide-40
SLIDE 40

Reviews and Ratings

  • Make it genuinely great

– Bugs are the worst

  • Ask users to review your app, but…
  • Identify the right users

– Monitor in-app behavior

  • Ask at the right time

– What’s your “happy” moment?

  • Read them and improve

From Code to Product Lecture 9 — Retention— Slide 40 gidgreen.com/course

slide-41
SLIDE 41

Screenshots

  • First one most important

– Shown by default – Also in iOS search results

  • Can be any image

– Add marketing messages

  • Use all five available

– Tell a story

  • Put in realistic data

From Code to Product Lecture 9 — Retention— Slide 41 gidgreen.com/course

slide-42
SLIDE 42

Effective descriptions

  • Most important info at start

– One sentence description – Why it’s the best one – Blog quotes, awards

  • Features and benefits
  • Call to action
  • Avoid long paragraphs

From Code to Product Lecture 9 — Retention— Slide 42 gidgreen.com/course

slide-43
SLIDE 43

App Store ranking factors

  • Search keywords in app name

– But keep it short

  • iOS: Keywords field
  • Android: Keywords in descriptions
  • Number of downloads
  • User ratings

– Number of ratings – Average stars

From Code to Product Lecture 9 — Retention— Slide 43 gidgreen.com/course

slide-44
SLIDE 44

Lecture 9

  • Positioning
  • Home pages
  • Other web pages
  • App store pages
  • Ongoing retention

From Code to Product Lecture 9 — Retention — Slide 44 gidgreen.com/course

slide-45
SLIDE 45

Why ongoing retention?

  • Cheaper/easier than new users
  • Exponential payoff
  • One-time users will rarely:

– Buy from you – Talk about you – Give you feedback

  • You can’t fake it

From Code to Product Lecture 9 — Retention — Slide 45 gidgreen.com/course

slide-46
SLIDE 46

App retention by sector

From Code to Product Lecture 9 — Retention — Slide 46 gidgreen.com/course

http://blog.flurry.com/bid/90743/App-Engagement-The-Matrix-Reloaded

slide-47
SLIDE 47

Paths to ongoing retention

  • Ensure the “aha moment”
  • Incremental improvement
  • Resist ad/price/annoyance creep
  • Personalization
  • Lock-in
  • Emails
  • Exit interviews

From Code to Product Lecture 9 — Retention — Slide 47 gidgreen.com/course

slide-48
SLIDE 48

Twitter’s “aha”

From Code to Product Lecture 9 — Retention — Slide 48 gidgreen.com/course

slide-49
SLIDE 49

Evernote’s “aha”

From Code to Product Lecture 9 — Retention — Slide 49 gidgreen.com/course

slide-50
SLIDE 50

Google’s “aha”

From Code to Product Lecture 9 — Retention — Slide 50 gidgreen.com/course

slide-51
SLIDE 51

Incremental: new features

From Code to Product Lecture 9 — Retention — Slide 51 gidgreen.com/course

slide-52
SLIDE 52

Incremental: tweaks

From Code to Product Lecture 9 — Retention — Slide 52 gidgreen.com/course

slide-53
SLIDE 53

Incremental: price drops

From Code to Product Lecture 9 — Retention — Slide 53 gidgreen.com/course

slide-54
SLIDE 54

Changing content

From Code to Product Lecture 9 — Retention — Slide 54 gidgreen.com/course

slide-55
SLIDE 55

Resist ad creep

From Code to Product Lecture 9 — Retention — Slide 55 gidgreen.com/course

  • 8%
  • 6%
  • 4%
  • 2%

+0% +2% +4% 7 Aug 7 Sep 8 Oct 8 Nov

slide-56
SLIDE 56

Resist price creep

From Code to Product Lecture 9 — Retention — Slide 56 gidgreen.com/course

slide-57
SLIDE 57

Resist annoyance creep

From Code to Product Lecture 9 — Retention — Slide 57 gidgreen.com/course

slide-58
SLIDE 58

Don’t break it…

From Code to Product Lecture 9 — Retention — Slide 58 gidgreen.com/course

slide-59
SLIDE 59

… and make good if you do

From Code to Product Lecture 9 — Retention — Slide 59 gidgreen.com/course

slide-60
SLIDE 60

Personalization: settings

From Code to Product Lecture 9 — Retention — Slide 60 gidgreen.com/course

slide-61
SLIDE 61

Personalization: content

From Code to Product Lecture 9 — Retention — Slide 61 gidgreen.com/course

slide-62
SLIDE 62

Ultimate personalization

From Code to Product Lecture 9 — Retention — Slide 62 gidgreen.com/course

slide-63
SLIDE 63

Lock-in: Entered data

From Code to Product Lecture 9 — Retention — Slide 63 gidgreen.com/course

slide-64
SLIDE 64

Lock-in: Collaboration

From Code to Product Lecture 9 — Retention — Slide 64 gidgreen.com/course

slide-65
SLIDE 65

Lock-in: Multiplatform

From Code to Product Lecture 9 — Retention — Slide 65 gidgreen.com/course

slide-66
SLIDE 66

Emails: Drip campaigns

From Code to Product Lecture 9 — Retention — Slide 66 gidgreen.com/course http://conversionxl.com/making-the-most-of-your-drip-email- campaign-content-length-frequency/

slide-67
SLIDE 67

Emails: Notifications

From Code to Product Lecture 9 — Retention — Slide 67 gidgreen.com/course

slide-68
SLIDE 68

Emails: Reach out to lost users

From Code to Product Lecture 9 — Retention — Slide 68 gidgreen.com/course

slide-69
SLIDE 69

Emails: General updates

From Code to Product Lecture 9 — Retention — Slide 69 gidgreen.com/course

slide-70
SLIDE 70

Finally: Exit interviews

From Code to Product Lecture 9 — Retention — Slide 70 gidgreen.com/course