app value 101: how i learned to avoid bombarding users with disruptive messages
TRANSCRIPT
App Value 101 How I Learned to Avoid Bombarding My
Users With Disruptive Messages
#appanswers
Here Are Your Hosts!
Chris Kiertz Marketing Conversion Manager
Josh Todd Chief Marketing Officer
Here Are Your Hosts!
Chris Kiertz Marketing Conversion Manager
Josh Todd Chief Marketing Officer
(he’s the actual host) (he’s the presenter)
What’s on the Agenda?
What’s on the Agenda?
Agenda: - Differences between push & in-app messages - Lessons in messaging: Are your messages disrupting or delighting your users? - The future of app marketing - Key Takeaways + Further Learning + Q&A
What’s on the Agenda?
Agenda: - Differences between push & in-app messages - Lessons in messaging: Are your messages disrupting or delighting your users? - The future of app marketing - Key Takeaways + Further Learning + Q&A
What’s on the Agenda?
Agenda: - Differences between push & in-app messages - Lessons in messaging: Are your messages disrupting or delighting your users? - The future of app marketing - Key Takeaways + Further Learning + Q&A
What’s on the Agenda?
Agenda: - Differences between push & in-app messages - Lessons in messaging: Are your messages disrupting or delighting your users? - The future of app marketing - Key Takeaways + Further Learning + Q&A
Agenda: - Differences between push & in-app messages - Lessons in messaging: Are your messages disrupting or delighting your users? - The future of app marketing - Key Takeaways + Further Learning + Q&A
What’s on the Agenda?
Push v In-App Messages: What’s the Difference?
Push v In-App Messages: What’s the Difference?
Push Messages • Deliver messages to
your users’ home screens
• Interact with users who aren’t currently using your app
Push v In-App Messages: What’s the Difference?
1 out of 5 users won’t come back again
x
Push v In-App Messages: What’s the Difference?
Push Message Use Cases: mCommerce - reminds users of items left in their shopping cart
Gaming – notifies users when all lives are restored
Retail - sends 10% discount to app users walking by their brick-and-mortar store
Finance – notifies users when a large transaction occurs
Push v In-App Messages: What’s the Difference?
In-App Messages • Notifications that
are displayed when the user is actively using the app
• Highly contextual and triggered based on in-app interactions
Push v In-App Messages: What’s the Difference?
In-App Message Use Cases: mCommerce – recommends a product similar to one the user just favorited
Gaming – surprises the user with an extra life after getting stuck on one level
Retail – presents a launch screen to explain the cross-platform experience
Finance – introduces the new update that lets users more easily browse their accounts
What’s on the Agenda?
Agenda: - Differences between push & in-app messages - Lessons in messaging: Are your messages disrupting or delighting your users? - The future of app marketing - Key Takeaways + Further Learning + Q&A
What’s on the Agenda?
Agenda: - Differences between push & in-app messages - Lessons in messaging: Are your messages disrupting or delighting your users? - The future of app marketing - Key Takeaways + Further Learning + Q&A
Lesson 1: Show Users Why They Should Opt In
Lesson 1: Show Users Why They Should Opt In
Industry Averages 52% of app users have push enabled on their phones
Lesson 1: Show Users Why They Should Opt In
52% of app users have push enabled on their phones
Industry Averages
Lesson 1: Show Users Why They Should Opt In
52% of app users have push enabled on their phones
48% of app users don’t have push enabled on their phones
Industry Averages
Lesson 1: Show Users Why They Should Opt In
52% of app users have push enabled on their phones
48% of app users don’t have push enabled on their phones
Industry Averages
How do you get more of this push message pie?
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Lesson 1: Show Users Why They Should Opt In
Disruptive: - Ask them to opt in
immediately after launching the app for the first time
(first launch)
Lesson 1: Show Users Why They Should Opt In
Delightful: - Welcome your users
with a sequence of introductory, how-to screens to show value
1 2 3 2 3
Lesson 1: Show Users Why They Should Opt In
Delightful: - Welcome your users
with a sequence of introductory, how-to screens to show value
- THEN, ask them to opt in with a unique, well-designed in-app message
Lesson 2: Segment Your Users
Lesson 2: Segment Your Users
Segmenting = - Creating groups of users based off of similar
behavioral or profile-based attributes
Ex. Favorite Music Artist = Paul Simon Ex. Gender = Female Ex. Loyalty Rewards Member = False
Lesson 2: Segment Your Users
(your entire userbase)
Sports Apparel App
Lesson 2: Segment Your Users
(your entire userbase)
Sports Apparel App
Lesson 2: Segment Your Users
Disruptive: - Send a blanket message
to your entire userbase - Provide vague details in
the messaging
Lesson 2: Segment Your Users
Disruptive: - Send a blanket message
to your entire userbase - Provide vague details in
the messaging
Lesson 2: Segment Your Users
Delightful: - Send a contextual
message to a behavior-based segment of users
- Send a relevant update to a segment based on profile data
Lesson 2: Segment Your Users
Delightful: - Send a contextual
message to a behavior-based segment of users
- Send a relevant update to a segment based on profile data
Lesson 2: Segment Your Users
3% of broadcast push messages are clicked
7% of targeted push messages are clicked
Broadcast: Targeted:
Lesson 2: Segment Your Users
3% of broadcast push messages are clicked
7% of targeted push messages are clicked
vs.
15% of users converted 54% of users converted
Broadcast: Targeted:
Lesson 2: Segment Your Users
Imagine an app with 100,000 users
Lesson 2: Segment Your Users
Broadcast: Targeted:
3% of 100,000 users = 3,000 opened messages
7% of 100,000 users = 7,000 opened messages
Lesson 2: Segment Your Users
Broadcast: Targeted:
3% of 100,000 users = 3,000 opened messages
7% of 100,000 users = 7,000 opened messages
15% of 3,000 opened messages =
450 converted users
54% of 7,000 opened messages =
3,780 converted users
vs.
Lesson 2: Segment Your Users
Broadcast: Targeted:
450 converted users 3,780 converted users vs.
Lesson 3: Get Personal!
Lesson 3: Get Personal!
• If your messages sound robotic or “canned,” you risk being ignored
• Think of how you would talk to them if they were right in front of you
Rules of thumb
Lesson 3: Get Personal!
Disruptive: - Don’t give any
indication that an actual person wrote the message
- Send a generic-sounding message about the product
Lesson 3: Get Personal!
Disruptive: - Don’t give any
indication that an actual person wrote the message
- Send a generic-sounding message about the product
Lesson 3: Get Personal!
Delightful: - Show some enthusiasm,
let your users know you care!
- Sound like a human, not a robot
Lesson 3: Get Personal!
Delightful: - Show some enthusiasm,
let your users know you care!
- Sound like a human, not a robot
Lesson 4: Make It Your Own!
Lesson 4: Make It Your Own!
You know your brand better than anyone
else, let it show!
Lesson 4: Make It Your Own!
Disruptive: - Use the default, native
pop-up to display new offers
Lesson 4: Make It Your Own!
Delightful: - Design the in-app
messages to be consistent with your app’s branding
Lesson 4: Make It Your Own!
Delightful: - Design the in-app
messages to be consistent with your app’s branding
Lesson 5: Get the Timing Right
Lesson 5: Get the Timing Right
• Always imagine when and where your users will be when sending a message
Rules of thumb
Lesson 5: Get the Timing Right
Push Messages: • Day of the week • Time of the day
In-app Messages: • Screenflow • In-app behavior
Lesson 5: Get the Timing Right
Both Types of Messages: • Relevant events
going on in the area • Based off of
transactional, in-app behavior
Lesson 5: Get the Timing Right
Disruptive: - Sending a push
message at 5am with irrelevant content
- Sending consecutive messages about the same topic
Lesson 5: Get the Timing Right
Delightful: - Send push messages during the weekdays - Schedule your messages for the afternoon - Use in-app transactional behavior to send relevant
messaging
Lesson 5: Get the Timing Right
Lesson 6: Keep It Short ‘n Sweet
Lesson 6: Keep It Short ‘n Sweet
Rules of thumb • The shorter, the
better • Keep push messages
to less than half the size of a Tweet
Lesson 6: Keep It Short ‘n Sweet
Disruptive: - Sending a message with
too much text for the user to spend time actually reading
Lesson 6: Keep It Short ‘n Sweet
Delightful: - Be concise with your
messaging, only use just enough words to get the message across
Lesson 6: Keep It Short ‘n Sweet
Lesson 7: Don’t Ask, Do Tell
Lesson 7: Don’t Ask, Do Tell
Rules of thumb • Be straightforward • Questions can use
up valuable space and create ambiguity - avoid when you can
Lesson 7: Don’t Ask, Do Tell
Disruptive: - Asking a question to
your users (one that has a pretty obvious answer)
Lesson 7: Don’t Ask, Do Tell
Delightful: - Avoid questions when
possible to avoid any ambiguity
- If you’re going to ask a question, make sure it actually helps the user better understand the message
Lesson 7: Don’t Ask, Do Tell
Lesson 8: Keep the Conversion in Mind
Lesson 8: Keep the Conversion in Mind
Rules of thumb • Use actionable
language • Make it completely
obvious what the user’s next step should be
Lesson 8: Keep the Conversion in Mind
Disruptive: - Use unclear or vague
language about what the user’s next step should be
Lesson 8: Keep the Conversion in Mind
- Use clear, concise language; make it obvious what the user should do next
Delightful:
Lesson 9: Provide REAL Value
Lesson 9: Provide REAL Value
Rule of Thumb - You know what’s
valuable to your app, but think of what’s valuable to your users
Lesson 9: Provide REAL Value
Disruptive:
- Make references your users don’t get (nothing wrong with being clever, but make sure your users get it!)
- Don’t show any real value in the users engaging with the message
Lesson 9: Provide REAL Value
Disruptive:
- Make references your users don’t get (nothing wrong with being clever, but make sure your users get it!)
- Don’t show any real value in the users engaging with the message
Lesson 9: Provide REAL Value
Delightful: - Put yourself in the
users’ shoes and craft messaging that speaks to what they would find valuable
Lesson 9: Provide REAL Value
Delightful: - Put yourself in the
users’ shoes and craft messaging that speaks to what they would find valuable
Lesson 10: Measure the Right Metrics
Lesson 10: Measure the Right Metrics
Rules of thumb • Measure past the
download (forget about vanity metrics)
• Understand your KPIs, what counts as a conversion to your app & business?
Lesson 10: Measure the Right Metrics
Disruptive: - Craft your messaging based off of vanity metrics
- Downloads - App launches
“This message has led to more app launches, we should make more messages like it.”
Lesson 10: Measure the Right Metrics
Delightful: - Pay attention to your most valuable engagements,
and write your messages to encourage those actions. - Session length - Session interval (time between sessions) - User lifetime value - Conversions
“This in-app message has led to a 10% increase in users purchasing an upgrade through our app. Let’s
do more of that.”
What’s on the Agenda?
Agenda: - Differences between push & in-app messages - Lessons in messaging: Are your messages disrupting or delighting your users? - The future of app marketing - Key Takeaways + Further Learning + Q&A
What’s on the Agenda?
Agenda: - Differences between push & in-app messages - Lessons in messaging: Are your messages disrupting or delighting your users? - The future of app marketing - Key Takeaways + Further Learning + Q&A
The Future of App Marketing
The Future of App Marketing
2008 2015
The Future of App Marketing
2008
App Store Launches June 2008
2015
The Future of App Marketing
2008
App Store Launches June 2008
2015
100,000 Apps November 2011
The Future of App Marketing
2008
App Store Launches June 2008
2015
100,000 Apps November 2011
10 billion downloads January 2011
The Future of App Marketing
2008
App Store Launches June 2008
2015
100,000 Apps November 2011
10 billion downloads January 2011
1 million apps October 2013
The Future of App Marketing
2008
App Store Launches June 2008
2015
100,000 Apps November 2011
10 billion downloads January 2011
1 million apps October 2013
1.4 million apps
January 2015
So, What’s Next?
1.4 million apps + 75 billion downloads = a LOT of data
How do we use this data to create the best possible app experience for our users?
Creating the Best Possible Experience For Our Users
Today: - Take a deep dive into your app analytics, identify trends and respond with smart app marketing campaigns
Tomorrow: - Use machine learning to predict behavior of valuable user segments and respond with even smarter app marketing campaigns
Today: - Take a deep dive into your app analytics, identify trends and respond with smart app marketing campaigns
Tomorrow: - Use machine learning to predict behavior of valuable user segments and respond with even smarter app marketing campaigns
Reactive
Creating the Best Possible Experience For Our Users
Today: - Take a deep dive into your app analytics, identify trends and respond with smart app marketing campaigns
Tomorrow: - Use machine learning to predict behavior of valuable user segments and respond with even smarter app marketing campaigns
Reactive Proactive
Creating the Best Possible Experience For Our Users
This future of app marketing is Predictive App Marketing
So what is Predictive App Marketing?
Machine Learning
Personalized Recommendations Auto-optimization
Want more info about predictive? Go to localytics.com or call 617.418.4422
What’s on the Agenda?
Agenda: - Differences between push & in-app messages - Lessons in messaging: Are your messages disrupting or delighting your users? - The future of app marketing - Key Takeaways + Further Learning + Q&A
What’s on the Agenda?
Agenda: - Differences between push & in-app messages - Lessons in messaging: Are your messages disrupting or delighting your users? - The future of app marketing - Key Takeaways + Further Learning + Q&A
Key Takeaways
Key Takeaways
Push vs In-App Messaging - Push messages are for users who aren’t actively
using your app - In-app messages are for users who are currently in
your app
Key Takeaways
Lessons in Messaging - Provide real value
- What’s in it for the user?
- Put yourself in your user’s shoes - What type of offers and messaging would you want to
receive?
- Get the timing right - Make it personal & brand it
Key Takeaways
Future of App Marketing - Predictive app marketing will change the way we
interact with our users - Reactive vs. Proactive
Further Learning
+
Q + A#appanswers