May 18, 2016- #MobileGrowthSF

Viewed 804 times Updated on May 20, 2016 in North America
Mobile Growth Community — Product Manager
3 804 on April 22, 2016

Use this thread to:

  • Post Questions before the Event
  • Continue the conversation and connect with other attendees
  • Followup with the Panelist/Speakers
  • Find content from this MeetUP 
    • Videos: https://www.facebook.com/branchmetrics/videos/1715971452013961/
    • Photos: 
    • Transcripts/Notes: Presentation Slides
      • Pyramid of User Understanding (works both ways):
        • Analytics
        • User Testing
        • Psychology
      •  5 Psychology + Behavioral Economics Tricks
        • Endowed Progress Effect: When people feel like they have made progress towards a goal and feel more committed to achieving that goal; e.g stamp cards

        • How We Learn: Slightly unrelated things is where people learn the best– Friction is not always a bad thing
        • Asymmetric Dominance (aka Decoy Effect): People have a hard time choosing between two equally good options. Add a third that is similar, but not as appealing. e.g $10 | $30 | $50 product
        • Forming Habits: More than 40 of actions we perform everyday are driven by habit. 
        • Peak End Rule: People judge an experience largely based on how they felt at  its peak and at its end 

 

TOPIC: 

PSYCH: How to Increase Mobile Engagement w/ Science feat. Duolingo & TripAdvisor

LOCATION: Yahoo Office, 110 5th Street, San Francisco

SPEAKERS: 

Gina Gotthilf, VP of Growth @ Duolingo 

_______

Andrea Slobodien, Product Lead @ 8tracks

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Dina Chaiffetz, Director of Product Strategy @ Prolific Interactive

 

 

 

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Stealth — Product Manager
0 on May 13, 2016

How does TripAdvisor increase mobile web to app conversion, do you feel the need to get them on app – especially most people use it twice-thrice a year during vacations?

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Mobile Growth Community — Marketer
0 on May 20, 2016
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Stealth — Product Manager
0 on May 20, 2016

Ctlr C + Ctrl V of this excellent blog on learnings from this meet-up. Hate myself for missing it: 

 

How to increase mobile engagement with science

Date: 18 May

 

Another great mobile meetup from Branch! They are really assembling great content at their events & helping their users network.

The other main sponsor for this meetup was Flurry Analytics, a Yahoo company, and we got to check out the Yahoo SF space- it was pretty cool, great location.

  • Tasmin Singh presented (mobile developer evangelist): Based on their 800K tracked apps, they created an app loyalty matrix
  • Lots of interesting stuff in that matrix- she highlighted that Health & Fitness apps have grown in stickiness from 2012–2016, moreso than almost any other category of app (Update 19 May: this week Google I/O released several updates to Android Wear with Strava so it’s clear lots of leaders have noticed this user behavior)

First speaker was Dina from Prolific Interactive, agency that builds Ecommerce apps

Why use psychology when building apps? It depends what you need to know
  • There are lots of similar factors that most/all humans follow, so when you are building apps, learn from these 2 tools: consumer psychology & behavioral economics
  • Can go up or down the funnel

Dina described 4 main theorems –

1. Motivating users to keep going / complete a process

  • Car wash loyalty card study: If you start punching the card for the user (must punch cards in front of them), they are motivated to keep going. Twice as likely to complete & were faster. Full description of this study
  • How to apply this: Using progress bar, motivate user by showing real (or even artificial) in signup or submission process

2. To teach your users, know that people learn best if they have to make small leaps on their own

3. Attach your app to your users’ existing habits/cues

  • 40% of what we do every day is driven by habit. Stored in a different place in our brains
  • Habit loop: routine — -> reward — → cue — → routine, etc

4. Influence how your users think of you

  • Peak end rule: People judge an experience based on the peak/most fun, or the end
  • How to apply this: Think about how the end of your app experience exists — this is a little counter intuitive, but it will influence if your users recommend you to others
 
  • example: Sephoracolorcorrect.com
  • Had to educate users about using unexpected (purple, pink, yellow, blue) colors on face
  • Made the users guess (based on their existing face issues) what would help solve the issues in a game — 3 tries — gave a hint

Panel speakers

Gina Gotthilf, VP Growth: Duolingo, education app for language learning

Andrea Slobodien, Lead PM: 8 tracks, music app

 
Photo credit to ian kennedy

How do you use Dina’s first theory, Endowed progress?

  • Duolingo: level based to unlock new capabilities as the user learns
  • 8tracks: DJs create collections/ playlists; they started creating “platinum album” to encourage more effort by DJs
  • Mistakes: don’t over reward through push notifications; they created “duo’s” to compete in learning the language because everyone suggested social features but this hurt engagement #s
id=”17a7″ class=”graf–p graf-after–li”>Onboarding strategy tips

What is the definition of “Activated customer” for you? Different teams at 8tracks consider this slightly differently: if a user has listened to 3 songs in a playlist, they are 75% more likely to return (predictive analytics); product team says if we know 1 data point of what type of music a user likes, we can at least recommend another playlist to keep you engaged

What are simple metrics an app can start with, to measure growth?

  • Track the ONE thing your app is supposed to help the user do
  • Start by following your most basic user flow and see what is happening there, good or bad. For example, Retention: from the people who come to your site, and then sign up/download app, but don’t return… what was the problem?

What recommendations do you have for A/B testing?

  • Keep A/B testing EVERYTHING because you will get input that might be wrong
  • Keep the tests really simple. 30 variations of an email was too much because they couldn’t analyze the results
  • Conversion-based A/B test

Do you have examples of Notifications/Habits that you tap into?

  • Clingy boyfriend: “Come back… we miss you… we can change!”
  • Passive aggressive: “I guess you don’t want to hear from me. Fine, I’ll leave you alone for awhile”
  • Duolingo “Streak” encourages users to visit every day (this is very relevant to their site because you need to practice a new language every day to actually learn & retain it). Users really want to keep the streak going and beg to get it back if they break it accidentally!

What is your most critical channel for growth?

  • 8 tracks: Social is biggest growth so people can share playlists
  • Duolingo: Push notifications

How to acquire first 1,000 users?

  • PR: reaching out to press. The article *has* to have a link to your site or else it didn’t happen
  • Exclusive beta
  • Facebook ads
  • Featured by the app store: find out the category manager & involve them in the development; use their most recently released features in your app
  • Keywords in your app store description

Thanks to Will Lindemann for the great questions!

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