mobile user engagement tips and creating mobile moments

Mobile User Engagement Tips

What is User Time? The points in 6me when a user interacts with

your service

… I’m listening to a track right now I going to the

Show next Thursday

I just reserved a hotel in San Diego

but haven’t booked it yet

Timely, contextual interac6ons leads to engagement & reten6on

…which means anchoring everything to User Time

MMAs are Caught in the Past (literally)

•  Mobile Marke6ng Automa6on Solu6ons only look backward –  Tell me which users launched my App last week – Which users searched in the last month –  Show me the users that abandoned their cart in the past 3 days

...but interac6ons triggered off of past ac6vity will

be late, out of context & ineffec6ve

CleverTap Runs in User Time

Real-‐world examples comparing MMAs with CleverTap to show the Power of

User Time

Trigger off Product Catalog Search – MMA

Last Week

Yesterday NOW Tomorrow Next Week

User Searched for Headphones

Typical MMA Tool can ONLY evaluate what happened in the past

Check out the latest from Plantronics

Find all the users who “Searched” IN THE

PAST WEEK

MMA Tool

…and send them a Push No6fica6on

Push arrives AT BEST 1 day AFTER the user Searched. It’s out of

context. The user has moved on…

User Ac6vity Campaigns

Trigger off Product Catalog Search – CleverTap

Last Week


User Searched for Headphones

Check out the latest from Plantronics

Find all the users who are Searching Right Now

…and send them a Push No6fica6on 5 minutes

from Now

The Push is 6mely and in context. It arrives right a`er the search with

relevant informa6on.

CleverTap evaluates user ac6vity as it’s happening

Right Now User Ac6vity Campaigns

Trigger off Retail Order Placed – MMA

Last Week


User Placed Order for Shirt


Use this referral code to To refer a friend and get 10%

off next order

Find all the users who “Placed Order” IN THE

PAST WEEK

MMA Tool


Push arrives AT BEST 1 day AFTER the order. It’s out of context and

unlikely to be acted upon


Trigger off Retail Order Placed – CleverTap

Last Week


User Placed Order for Shirt

Use this referral code to To refer a friend and get

10% off next order

Find all the users who are Ordered Right Now

…and send them a Push No6fica6on 10 minutes

from Now

The Push is 6mely and in context. It arrives right a`er the order is placed and is likely to be acted on while the

user is thinking about it



Trigger off Travel Package Search – MMA

Last Week


User Searched for Travel Package


Great deals to Hawaii s6ll available

Find all the users who “Searched” IN THE

PAST WEEK

MMA Tool


Push arrives AT BEST 1 day AFTER the order. It’s out of context and

unlikely to be acted upon


Trigger off Travel Package Search – CleverTap

Last Week


User Searched for Travel Package

Great deals to Hawaii available now

Find all the users who are Searching Right Now

…and send them a Push No6fica6on Right Now

The Push is 6mely and in context. It arrives right a`er the user searches



Retail Cart Abandonment – MMA

Last Week


User Added Headphones to Cart But DID NOT Buy


Get 20% off those Headphones

Find all the users Added to Cart but DID NOT Buy IN THE PAST

WEEK

MMA Tool


Push arrives poten6ally DAYS AFTER the user Added to Cart. It’s

out of context. The user has moved on…

Cart Abandonment Campaigns

Retail Cart Abandonment – CleverTap

Last Week


User Added Headphones to Cart But DID NOT Buy within 15 Minutes of Adding to Cart


Find all the users who Added to Cart but DID NOT Buy within 15 Minutes of

Adding to Cart


The Push is 6mely and in context and arrives RELATIVE to when the user

Added to Cart


Right Now Cart Abandonment Campaigns

Food Delivery Cart Abandonment – MMA

Last Week


User Added Chef Salad to Cart But DID

NOT Buy


Apply 20% off coupon for Salads

Find all the users Added to Cart but DID NOT Buy IN THE PAST

DAY

MMA Tool


Push arrives up to 1 day AFTER the user Added to Cart. Lunch6me is over. The

opportunity is gone.


Food Delivery Cart Abandonment – CleverTap

Last Week


User Added Chef Salad to Cart But DID NOT Buy

within 15 Minutes of Adding to Cart

Apply 20% off coupon for Salads

Find all the users who Added to Cart but DID NOT Buy within 15 Minutes of

Adding to Cart


The Push is 6mely and in context and arrives RELATIVE to when the user

Added to Cart


Right Now

…the lunch6me window


Triggers in the Future – CleverTap

Last Week


User Buys a Ticket to a Show for Next Week Don’t forget the

Show tomorrow Night

Find all the users who Bought a Ticket to a Show

in the Future

…and send them a Reminder Push No6fica6on 1 day Prior

The Push is Rela6ve to the Show6me and happens Before

the Show


Right Now Future Reminder Campaigns


Last Week


User Buys a Ticket to a Show for Next Week Be Sure to Rate Mad

Max Fury Road!


in the Future

…and send them a Reminder Push No6fica6on 2 hours A`er

The Push is Rela6ve to the Show6me and happens AFTER

the Show


Right Now Future Reminder Campaigns

Triggers in Future – MMA

Last Week



Sorry – Can’t be Done with Mobile Marke6ng

Automa6on Tools

MMA Tool

Future Reminder Campaigns

Make Sense?



in the Future

…and send them a Reminder Push No6fica6on 1 day Prior

NOW Wed Thu Fri Sat

User Buys a Ticket to a Show for Sat

Don’t forget the Show tomorrow Night

Push Reminder one day before

Appendix

FOR BLOG POST

15 Minutes Ago NOW

User Added Headphones

to Cart


Finds all users who Added to Cart but DID NOT Buy

within 15 Minutes

…and sends them a Push No6fica6on Right

Now

CleverTap evaluates user ac6vity as it happens

User DOES NOT Buy within 15 Minutes of

Adding to Cart

Personal •  Talk to people not devices – A person is looking at the screen

•  Reflect their interests – Narrow it down

•  Reflect their ac6vity –  Past ac6vity is a good guide for what’s relevant

Hi Jen, Welcome Back!

Want to go to Chile? Now’s a great 6me to travel

Click for the latest releases of Indie Rock

What is User Time?

The points in 6me when a user interacts with your service

•  I am listening to a track right now •  I just bought a 6cket to a Show for next Thursday •  I reserved a hotel in San Diego but haven’t booked it yet

Timely, contextual interac6on is most effec6ve

strategy for engaging and retaining users. …which means tying your communica6ons

Timing & Context is Everything

•  On Mobile a user’s ac6vity is flee6ng – Apps sessions are short – The user’s physical environment is always changing

•  Their physical environment is always changing

Head of Startup Program, Monica Puchner [email protected]

USA Product Evangelist, Arkady Fridman [email protected]

USA Product Evangelist, Kara Dake [email protected]

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