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
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
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
A market leader From Code to Product Lecture 9 — Retention — Slide 5 gidgreen.com/course
Scrappy upstart From Code to Product Lecture 9 — Retention — Slide 6 gidgreen.com/course
Product innovator From Code to Product Lecture 9 — Retention — Slide 7 gidgreen.com/course
Consumer positioning From Code to Product Lecture 9 — Retention — Slide 8 gidgreen.com/course
Enterprise positioning From Code to Product Lecture 9 — Retention — Slide 9 gidgreen.com/course
Positioning is sticky “Kitchen Entrees” From Code to Product Lecture 9 — Retention — Slide 10 gidgreen.com/course
Repositioning From Code to Product Lecture 9 — Retention — Slide 11 gidgreen.com/course
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
A few short words From Code to Product Lecture 9 — Retention — Slide 13 gidgreen.com/course
Free free free easy simple instant quick fast save new guaranteed safe secure From Code to Product Lecture 9 — Retention — Slide 14 gidgreen.com/course
Space and facts From Code to Product Lecture 9 — Retention — Slide 15 gidgreen.com/course
(Real) credibility From Code to Product Lecture 9 — Retention — Slide 16 gidgreen.com/course
Video home pages From Code to Product Lecture 9 — Retention — Slide 17 gidgreen.com/course
Visuals and Video From Code to Product Lecture 9 — Retention — Slide 18 gidgreen.com/course
Home page gone viral From Code to Product Lecture 9 — Retention — Slide 19 gidgreen.com/course
Your home page must… • Appear quickly You have 5 • Establish positioning seconds – 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
Direct-to-action From Code to Product Lecture 9 — Retention — Slide 21 gidgreen.com/course
Direct-to-action From Code to Product Lecture 9 — Retention — Slide 22 gidgreen.com/course
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
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
About (not about you!) From Code to Product Lecture 9 — Retention — Slide 25 gidgreen.com/course
Features and benefits Feature Benefit From Code to Product Lecture 9 — Retention — Slide 26 gidgreen.com/course
Subtitles for details From Code to Product Lecture 9 — Retention — Slide 27 gidgreen.com/course
Terms and Privacy From Code to Product Lecture 9 — Retention — Slide 28 gidgreen.com/course
Contact details From Code to Product Lecture 9 — Retention — Slide 29 gidgreen.com/course
Contact form From Code to Product Lecture 9 — Retention — Slide 30 gidgreen.com/course
FAQ / Forums / Q&A From Code to Product Lecture 9 — Retention — Slide 31 gidgreen.com/course
Blog / News From Code to Product Lecture 9 — Retention — Slide 32 gidgreen.com/course
Avoid… From Code to Product Lecture 9 — Retention — Slide 33 gidgreen.com/course
From Code to Product Lecture 9 — Retention — Slide 34 Bad copy gidgreen.com/course Source: http://www.webdesignerdepot.com/2011/03/ how-to-spot-and-avoid-web-copy-that-kills-websites/
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
How people find apps From Code to Product Lecture 9 — Retention— Slide 36 gidgreen.com/course
Search listings From Code to Product Lecture 9 — Retention— Slide 37 gidgreen.com/course
App details From Code to Product Lecture 9 — Retention— Slide 38 gidgreen.com/course
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
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
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
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
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
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
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
App retention by sector http://blog.flurry.com/bid/90743/App-Engagement-The-Matrix-Reloaded From Code to Product Lecture 9 — Retention — Slide 46 gidgreen.com/course
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
Twitter’s “aha” From Code to Product Lecture 9 — Retention — Slide 48 gidgreen.com/course
Evernote’s “aha” From Code to Product Lecture 9 — Retention — Slide 49 gidgreen.com/course
Google’s “aha” From Code to Product Lecture 9 — Retention — Slide 50 gidgreen.com/course
Incremental: new features From Code to Product Lecture 9 — Retention — Slide 51 gidgreen.com/course
Incremental: tweaks From Code to Product Lecture 9 — Retention — Slide 52 gidgreen.com/course
Incremental: price drops From Code to Product Lecture 9 — Retention — Slide 53 gidgreen.com/course
Changing content From Code to Product Lecture 9 — Retention — Slide 54 gidgreen.com/course
Resist ad creep +4% +2% +0% -2% -4% -6% -8% 7 Aug 7 Sep 8 Oct 8 Nov From Code to Product Lecture 9 — Retention — Slide 55 gidgreen.com/course
Resist price creep From Code to Product Lecture 9 — Retention — Slide 56 gidgreen.com/course
Resist annoyance creep From Code to Product Lecture 9 — Retention — Slide 57 gidgreen.com/course
Don’t break it… From Code to Product Lecture 9 — Retention — Slide 58 gidgreen.com/course
… and make good if you do From Code to Product Lecture 9 — Retention — Slide 59 gidgreen.com/course
Personalization: settings From Code to Product Lecture 9 — Retention — Slide 60 gidgreen.com/course
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