Localytics Blog

March 25, 2014

5 Ways to Improve Your App Acquisition Strategy

Plenty of great apps get stalled without any user acquisition strategy in place, because unfortunately, the “If you build it, they will come” mantra is no strategy at all. Acquisitions represent the number of users who download and install your app from a certain location, through organic search, word-of-mouth, paid campaigns or in-app referrals. But most brands primarily invest in and measure paid acquisition campaigns. As with any successful marketing plan, creating an effective acquisition campaign all comes down to tracking and working from the right set of metrics. These metrics enable you to create an informed strategy based on behavior, retention, and user engagement. We’ve ..

March 20, 2014

The Key Difference Between Mobile and Web Analytics Metrics

As much as marketers wish, want and hope otherwise, mobile and web have some important differences that come into play when you start analyzing user data. The rules for engagement have been thoroughly defined for the web world, but that criteria doesn't directly translate to the mobile world. Although key metrics like conversions, revenue and user lifetime value are necessary to track across every channel, how users act on these specific channels and the insights gained during those sessions differ greatly. In this post, we'll point out the distinct differences for analysis of a web page versus a mobile app. Web KPIs With the advancement of online marketing techniques, marketers have cr..

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March 18, 2014

The 8 Mobile App Metrics That Matter

Nearly 22% of apps downloaded are never used more than once. Users are easily impressed by the promise of new apps, but their high expectations are often unmet during the app experience. The key? Tracking critical app engagement metrics and using those to inform actionable solutions. We’ve outlined the eight metrics you should be measuring, and how they reflect larger app health and marketing needs. 1. Users Some people gloss over this metric, but tracking your users is fundamental to creating deeper engagement, like segmenting audiences, tracking specific behavior and launching successful app marketing campaigns. Once you know your user base and current active users, you have a baseli..

March 14, 2014

25 Years After Its Birth, the World Wide Web Becomes Appified

This post was originally published on Wired on March 14, 2014. Websites Are Dead; Long-Live Web Apps Twenty-five years ago this week, Tim Berners-Lee invented the world wide web. He released the source code into the public domain in 1991, spurring rapid adoption and a global sea-change in the way we create, consume, and share information. In 1995, 14% of U.S. adults used the internet. Today that figure stands at 87%. In recent years, mobile technologies have played an extensive role in widening global access to the web. Like the web itself, adoption of mobile has been remarkably fast. In less than seven years since the release of the first iPhone, smartphone adoption among Americans h..

Posted in Mobile Trends
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March 13, 2014

4 Successful Push Messaging Tactics

Just like any new technology goes through an adoption curve, the rapid growth of mobile usage has yielded engagement lessons that can help marketers get the most out of their app. Push messaging is a useful app marketing tactic, but to engage users in meaningful ways, it helps to start with some best practices, then tweak campaigns from there. Here are four successful push messaging tactics for the media, ecommerce, social media, and travel verticals you can try today. For each of these verticals, sending push messages to all of your users is a bad idea. When a push message isn't relevant to someone, they will view it as spam, and may turn off notifications from your app in their phone ..

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March 11, 2014

Sessions vs. Pageviews: Which Metric Should You Measure?

The rise of mobile app usage has lead to an overhaul in the traditional metrics marketers measure. Coming from a web-centric mindset, it’s easy to assume the same metrics apply, but in your mobile strategy you want to dig into a deeper set of app-specific analytics. Most of what’s tracked in Google Analytics has no relevance for your app, and new KPIs have entered the game in response to mobile user behavior. It’s no surprise that most key app metrics are still foreign to many modern marketers, particularly sessions, which are critical to judging mobile success. Here, we highlight the difference between sessions and pageviews, and which one you need to measure as a mobile marketer. ..

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March 10, 2014

Great Participation and Insights during Localytics European Mobile Success Tour

We’ve just completed our first-ever European Mobile Success Tour, hosting meetings and events in London, Paris, Barcelona, and Berlin. It was a week full of exciting discussions about what mobile success looks like today and what it will look like in the future, with great insights coming from both speakers and attendees. Mark Johnson of Avios (left) and Saalim Chowdhury of Trinity Mirror (right) speak at the London event We recently quantified why Europe represents a huge opportunity for companies with a mobile presence. During the tour, we validated this through our many conversations with leaders in the mobile marketing and analytics space who were happy to share their thoughts an..

Posted in Company & Products
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March 6, 2014

Push Messaging vs. In-App Messaging: What’s the Difference for App Marketing?

Mobile is personal. It’s the channel that is most tailored to user interests than any before it, which means app marketing has to be less about blatant agenda pushing and more about targeted engagement. App messaging techniques are a key part of this strategy, working to reach the user at the right time, with the right content, to engage him or her further. Push messaging is the current darling of the space; most marketers use it often because it’s an easy-to-implement industry standard. In-app messaging is on the cusp of wide spread adoption, and is primed to create more targeted, purposeful user sessions. Not sure which is right for you? We’ve got the need-to-know below. Push Me..

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March 4, 2014

What to Expect at SXSW

South by Southwest Interactive kicks off in Austin, Texas this Friday with a packed schedule of events that promises to deliver on the festival’s values of “innovation, creativity, and inspiration.” SXSW Interactive has long been an essential event for anyone in emerging technology, and this year’s festival is shaping up to be an exciting one for mobile in particular with over one hundred mobile-focused events. The Localytics team is excited to be at SXSW Interactive Friday, March 7 through Tuesday March 11. If you’re interested in meeting up, get in touch at contact@localytics.com                 In advance of the festivities, we’ve pinpointed three key the..

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March 4, 2014

How App NPS Can Increase App Store Rating & User Happiness

Pleasing the greatest number of your app users possible and moving to the top of app store lists is no easy feat, but with In-App Messaging and Net Promoter Score (NPS) campaigns, you can create a winning combination of increased app ratings and improved user happiness. What Is an NPS Survey? NPS is a metric pioneered in the early 2000’s by Fred Reichheld that enables companies to gauge customer loyalty. Basically, the survey asks you to rate your experience on a scale of 1-10. Promoters are considered those who rated the experience at an 8 or above. Detractors are those who rated their experience at a 3 or below. With in-app messaging, you can set up an NPS campaign to collect survey..

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