At Kiip, marketing is about moments. Moments are the emotionally-charged actions that occur when someone completes an run, reaches a high score in a game or swipes a to-do task. Moments exist everywhere. They happen billions of times per day. Kiip helps brands find the right moments to reach and engage their consumers.
We looked across the mobile ecosystem and found that productivity is a huge part of people’s mobile lives. Everyday, millions of smartphone users plan out their day, stay on track and set reminders to run errands. Marketing is about finding moments of intent, Kiip makes it simple for brands to find consumers during moments of intent.
We collect a lot of data at Kiip. Here’s what we found across productivity apps using Kiip.
It’s been an eventful month here at Kiip with SXSW around the corner, so let’s dive right in.
Kiip Press and Happenings
(Courtesy of Cold Chillin’ Records/Warner Bros. via npr.org)
Prepared for all the tech talks, exclusive screenings, product unveilings, early mornings and late nights? SXSW will soon be here and team Kiip can’t wait to meet you in Austin.
…Let’s talk party. Continue reading
This is Week 3 in the 10 Growth Experiments in 10 Weeks series. We’re running 10 experiments to see which growth strategies are the most promising for Kiip’s business model and current state. Signup to get each week’s update delivered via email! Week 2 was AdWords Experiments, which revealed Kiip’s poor 0.5% landing page conversion rate. This week’s post on landing page conversion rate optimization (CRO) is aimed to solve our conversion rate problem.
Conversion rate is the most important metric for your company
Bill Gurley, general partner at Benchmark, explains the importance of conversion rate best, “No other metric so holistically captures as many critical aspects of a web site – user design, usability, performance, convenience, ad effectiveness, net promoter score, customer satisfaction – all in a single measurement.” Even beyond Gurley’s statement, conversion rate not only captures critical aspects of your website, but also how well your company fits in it’s competitive marketplace. If visitors are coming to your page actively seeking to buy car insurance for dogs, but no visitors convert into customers, your company either (1) has a poor website or (2) does not have a winning product that fits the car insurance for dogs market. The most scientific design in the world cannot compensate for a product that has no market.
For Kiip, we isolated the problem to (1), we have a poor website for converting traffic interested in advertising on the Kiip network. Since we have a product used by hundreds of advertisers, we know there’s at least some product/market fit. However, we struggle to explain the virtues of our product on the current landing page. With a few weeks of effort and diligent testing, we were able to refine our message, improve the user flow, and convert traffic properly.
This is Week 2 in the 10 Growth Experiments in 10 Weeks series. We’re running 10 experiments to see which growth strategies are the most promising for Kiip’s business model and current state. Signup to get each week’s update delivered via email!
AdWords is our starting point. With relevant and reasonably priced traffic, AdWords is just as valuable as a knowledge tool as it is an acquisition tool. This is my favorite lesson from Jason Freedman, co-founder of 42Floors. Jason uses AdWords to assess the viability of new business ideas before committing additional resources. Thinking of launching a car insurance startup? Get up a landing page explaining the product and drive relevant AdWords traffic. If you are struggling to convert highly-targeted traffic, you might be building a business without a market. It will take a week and maybe $1000 to determine this. You just saved yourself 6 months of development time and tens of thousands of dollars. This probing approach is the one we took with AdWords, but with a slight twist.
Our business model is already validated — we have 1,500 apps and 300 advertisers on the Kiip network. Rather than testing the viability of a business, we used AdWords to test how well we explain the business on our landing page and convert top-funnel traffic. If we convert >5% of AdWords traffic, then we educate well. If we convert less than 5% of AdWords clicks, then we have some explaining to do.
This is Week 1 in the 10 Growth Experiments in 10 Weeks series. We’re running 10 experiments to see which growth strategies are the most promising for Kiip’s business model and current state. Signup to get each week’s update delivered via email!
4 Steps to Thoughtful PR
The best way to approach PR is to present a clear message to a defined audience. Do not waste a positive PR opportunity by sending an unfocused message just in hopes of driving volumes of traffic. Single press releases will fade and that spike in traffic will gradually slope back down. Kiip approaches PR in 4 steps:
(1) Craft a story that resonates with your audience
(2) Target relevant publications to share your message
(3) Make it simple and compelling for journalists to write your story
(4) Interact with audience responses as press rolls out.
We are excited to announce a partnership with Meredith Corporation, the number one media and marketing company serving American women. Meredith Corporation will integrate the Kiip rewards SDK into their mobile apps. This partnership will provide consumers with compelling rewards based on their daily mobile activities, such as sharing a recipe or completing a shopping list.
After collecting a year’s worth of data, we discovered something big. Standard Notifications just don’t work very well. There are far better solutions within the Kiip SDK that already exist.
With that in mind, we’re pulling the plug on Standard Notifications April 2nd. Here’s what you can do to prepare. Continue reading
Post by Kevin Fishner
The battle with growth engineering is deciding which strategies to prioritize. There is an overwhelming number of options for customer acquisition and each has a wealth of information across the web; however, the options are rarely compared against each other. For example, if you want to learn about AdWords, there are videos, books, and courses dedicated to the topic. But when should you use AdWords rather than Display or Twitter marketing? Or should you used paid at all? Rather than fully investing in one or two acquisition options from the start, we’re running 10 experiments to see which specific growth strategies are the most promising for Kiip’s business model and current state.1 Growth Engineering is like Space Exploration. With finely-tuned machinery and the courage to explore the unknown, you’ll make remarkable discoveries.
Hundreds of thousands of players from around the world competed in Star Wars Pinball: Balance of the Force January 24-26, during the Kiip Mobile Gaming Championship competition. The top score from the competition set the World Record for Star Wars Pinball.
That record belongs to Todd from California, who posted a score of 1,960,548,846, smashing the previous high score. The average score from the competition was 4,496,797, establishing Todd’s score as something extraordinary.
This score secured a spot in the Guinness World Records™ 2015 Gamer’s Edition. Todd also won the Star Wars: The Complete Saga for his amazing score, among other prizes.
The Kiip Mobile Gaming Championship has since set four World Records, establishing Mobile Gaming as a rising source of worldwide competition.