Business of Apps Podcast5 Okt 2020

#39: App retention: best practices with Anja Obermüller, Head of Product Marketing, Runtastic

App retention has been one of the most heated app marketing topics.

Let's put it this way. What would you say if people buy your masterpiece but only to get through a few pages or the first chapter and never open it again? It not only happens with books, but mobile apps. Ask any app marketer with a decent experience and she or he would sigh and nod.

Today’s guest is Anja Obermüller, Head of Product Marketing at Runtastic, where adidas’s running and training apps help runners live a happy and healthy life. Anja shares best practices for app retention.

Today’s Topics Include:

✔️ Lifestyle Routine: Different apps serve different purposes

✔️ Sneak Peak: What level of retention should be expected from your app?

✔️ Sneaker Hack: Anja’s better with numbers than words

✔️ Name Change: Runtastic Running and Results to adidas Running and Training

✔️ Runtastic is Fantastic: More than 300 million downloads and 270 employees worldwide

✔️ Incline, Don’t Decline: Identify natural product usage interval (daily, weekly, etc.)

✔️ Dig into Data: Realize retention problem, not optimize what you want

✔️ Biggest Mistakes: Don’t put monetization over retention or rely on benchmarks

✔️ Push Notification vs. Proxy Metric: Create a behavior of wanting to return to app

✔️ Preventive Measures: Continue to grow and change through retention optimization

Links and Resources:

Anja Obermüller on LinkedIn

adidas Running and Training Apps by Runtastic

Quotes by Anja Obermüller:

“I’m way better with numbers than with text. I’m a total fan of impact estimations, forecasts—everything that’s related to numbers.”

“Before even getting started with retention rate optimization is identifying your product usage interval.”

“It’s really important to figure out where your retention problem really is and not just optimizing for what you have.”

“One of the biggest mistakes is to put monetization over retention...engagement builds the foundation of monetization.”

Brought to you by Business Of Apps

A message from App Promotion Summit Discounted ticket prices are currently available on all of our 2024 summits https://apppromotionsummit.com/ London - 25 Apr 2024 NYC - 27 Jun 2024 San Francisco - 26 Sep 2024 Berlin - 5 Dec 2024

Denne episoden er hentet fra en åpen RSS-feed og er ikke publisert av Podme. Den kan derfor inneholde annonser.

Episoder(267)

#267: “AI in Action: Real-World Use Cases” Business of Apps London 2026 panel

You know it better than us — the era of experimenting with AI is over. The question isn't whether to use it anymore. It's whether it's actually moving the numbers. In 2026, the winners aren't the team...

22 Jun 46min

#266: The two levers left for app marketers with Shumel Lais, Founder of Day30

Performance marketers are running out of levers — and the one most teams haven't pulled yet is signal. In this episode, we speak with Shumel Lais , Founder of Day30, about signal engineering and why i...

8 Jun 23min

#265: How Agentic AI is changing app growth, from acquisition to retention with Andy Carvel, Ed Brocklebank, Matt Dyson, and Sven Jurgens

Hi, welcome to the Business of Apps podcast! Today, we have a special episode for you. We're featuring our recent webinar, presented by Aampe - agentic infrastructure for personalized experiences. It ...

28 Mai 1h 2min

#264: How AI decides which brands get found with Lavinea Morris, Managing Director EMEA at M&C Saatchi Performance

Brand visibility is no longer just about winning the attention of consumers — it's about being eligible to exist in the spaces where discovery happens. In this episode, we speak with Lavinea Morris, M...

25 Mai 22min

#263: Why your MarTech stack is broken with Rebecca Nackson, CEO of Notable – by Branch

What if your MarTech stack was actually working for you instead of against you? In this episode, Amanda and Adam of Branch are joined by Rebecca Nackson, CEO of Notable, to explore why most companies...

27 Apr 36min

#262: How AI is changing creative teams with Jen Taylor, Director of AI Strategy & Integration at Capacity Interactive - by Branch

What if AI didn’t replace your creative team, but made them more creative than ever? In this episode, Amanda and Adam of Branch are joined by Jen Taylor to explore how AI is changing the way creative ...

30 Mar 33min

#261: How AI is reshaping app store search with Dave Bell, CEO at Gummicube

Search inside the app stores is changing — and AI is accelerating that shift. In this episode, we speak with Dave Bell, CEO at Gummicube, about how artificial intelligence is transforming the way user...

2 Mar 12min

#260: Your mobile app strategy is backward with Matt Hudson, Founder of BILDIT - by Branch

What if your mobile app strategy was holding back your entire company's growth? In this episode, Amanda and Adam of Branch welcome back Matt Hudson, founder of BILDIT, to discuss why mobile-first thin...

23 Feb 40min