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Pan KatsukisCEO & Founder
Jennifer NguyenMobile Media Manager
EA’s Approach
How to Launch anEffective UserRetention Strategy
Source: Fiksu Index for March 2016
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Cost Per Loyal User Index
iOS
The App Landscape’s Changing “User acquisition hits all-time high” -VentureBeat
Global app retention rate decreased 5% in 2015.
27% of games are only played once.
58% of users churn within the first 30 days.
If a user doesn’t return after 7 days, there is a 60% chance they never will.
Get analytics in place
Understand user flow &
behavior
Look at where & why your
users are dropping off
UnderstandYour Users
Push Notifications
Email Marketing
Display Advertising
Social
Leverage Personalized Marketing Programs
The Challenge: Setting Up Tech Infrastructure
Bad Example Good ExampleNew UserAfter 1 hour
We miss you!
New UserDidn’t complete tutorial
Tips to complete the tutorialSegment & Target Users Dynamically
+115%performance uplift (with dynamic audience segmentation)
84%of Remerge customers run a dynamic setup
Implement Deep Links
+130%performance uplift
82%of Remerge customers run with deep links
Get the newweapons!
THEEMPIRE
New weaponsare available!
Another App Your App
Deep link sends user to most relevant part of the app
Choose anApp Retargeting Provider
Match Expectations:Is it Doable in Gaming?
Optimize & Improve
New Users
Users at Riskof Churning
Loyal Users
Retarget Users at Every Stage of the Conversion Funnel
LaunchNative Ads for an Easy Win
+60%performance uplift compared to regular ads
9%of Remerge impressions are native ads
Native Ad
PLAY NOW!
The EmpireTHE
EMPIRE
App logo & title
Engaging image
Relevant call to action
Description of app or offer
Start testing to get buy-in from stakeholders
Leverage actionable data (identify areas of improvement & successes to replicate)
Enhance your users’ experience through messaging
When it comes to tech, keep persisting (big wins = additional resources)
Constantly test, refine & reiterate
Key Takeaways for an Effective User Retention Strategy
