Zowdow – driving repeat usage of apps through content engagement

By July 27, 2016Uncategorized

In our latest post we thought it would be interesting to share some Zowdow KPIs from the last few months. This data is taken across all the apps using the Zowdow SDKs (iOS and Android) and represents millions of users and hundreds of millions of user interactions.

It’s tremendously exciting for us to see how rapid changes in the Zowdow service are changing user behavior and producing tangible benefits for our partners. Let’s look at four key metrics:

USER ENGAGEMENT

We track how often users engage with the Zowdow service when it is deployed in our partner’s applications. Here we look at what % of sessions have some engagement with Zowdow. As users become more used to the content and results we provide, we find that they increasingly engage with Zowdow content suggestions. We’ve seen a 25% increase from February to July 2016, and no signs of this growth slowing.

SWITCHING TO CARD-BASED SUGGESTIONS

What is causing this increased user engagement? One of the key drivers is the switch from text-based to card-based content suggestions. It seems intuitive that – especially in a mobile mode – users can process visual cards faster than reading text, and our results continue to support this core thesis of our business. Further, as users become used to a more natural, mobile, visual content browsing mode, their interactions increase. We’ve also done a lot of UX work in the last few months iterating the design and format of our cards, making them easier to digest and enabling users to find the things they want more quickly.

INCREASED DISCOVERY VELOCITY

Discovery Velocity (Disco City to her friends) is one of the primary KPIs we sweat each and every day. We measure how long it takes a user to find the thing they are looking for, and we try to accelerate this. Mobile users are pressed for time, and a key to adding value for our app partners is helping each user get things done faster.

Increased discovery velocity reduces a user’s time-to-content. We benchmark ourselves against Google and Bing and over the last 6 months have been 18% faster. When we look at other apps (Spotify for example), we see that gap widen to over 100% in Zowdow’s favor.

THE RESULT? HIGHER FREQUENCY OF APP USAGE

So when our app partners deploy the Zowdow SDK, they see a growth in user engagement, driven by card-based, visual content, and increased discovery velocity. But how does this effect usage of our partner’s applications?

As this last chart clearly shows, the effect is to produce an increased frequency of app usage. Overall we are seeing a +39% increase in use frequency over the last 6 months, and again there is no sign of this slowing down.

There are many reasons to work with Zowdow, but we think the combination of increased engagement resulting in increased frequency of use is perhaps the most compelling.

To find out more about Zowdow or to arrange a demo, please contact us.

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