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App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messages (September 2015 Version)
The document provides insights on effective app messaging strategies, differentiating between push and in-app messages, and emphasizes the importance of user segmentation and personalization. Key lessons include showing users the value of opting in, keeping messages concise, and timing communications appropriately to enhance user engagement. It also discusses future trends in app marketing, focusing on the utilization of analytics and machine learning for better user experiences.
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App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messages (September 2015 Version)
- 1. App Value 101 HowI Learned to Avoid Bombarding My Users With Disruptive Messages
- 2.
- 3. Here Are YourHosts! Megan Marrs Content Marketing Specialist Josh Todd Chief Marketing Officer (she’s the actual host) (he’s the presenter)
- 4. What’s on theAgenda?
- 5. What’s on theAgenda? 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
- 6. Push v In-AppMessages: What’s the Difference?
- 7. Push v In-AppMessages: What’s the Difference? Push Messages • Deliver messages to your users’ home screens • Interact with users who aren’t currently using your app
- 8. Push v In-AppMessages: What’s the Difference? 1 out of 4 users won’t come back again x
- 9. Push v In-AppMessages: 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
- 10. Push v In-AppMessages: 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
- 11. Push v In-AppMessages: 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
- 12. Lesson 1: ShowUsers Why They Should Opt In
- 13. Lesson 1: ShowUsers Why They Should Opt In 52% of app users have push enabled on their phones Industry Averages
- 14. Lesson 1: ShowUsers 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
- 15. Lesson 1: ShowUsers 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? { }
- 16. Lesson 1: ShowUsers Why They Should Opt In Disruptive: - Ask them to opt in immediately after launching the app for the first time (first launch)
- 17. 1 2 323 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 1: Show Users Why They Should Opt In
- 18. Lesson 1: ShowUsers 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
- 19. Lesson 2: SegmentYour Users
- 20. Lesson 2: SegmentYour 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
- 21. Lesson 2: SegmentYour Users (your entire userbase) Sports App
- 22. v Lesson 2:Segment Your Users (your entire userbase) Sports App
- 23. Lesson 2: SegmentYour Users 3% of broadcast push messages are clicked 7% of targeted push messages are clicked Broadcast: Targeted:
- 24. Lesson 2: SegmentYour 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:
- 25. Lesson 2: SegmentYour Users Imagine an app with 100,000 users
- 26. Lesson 2: SegmentYour Users Broadcast: Targeted: 3% of 100,000 users = 3,000 opened messages 7% of 100,000 users = 7,000 opened messages
- 27. Lesson 2: SegmentYour 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.
- 28. Lesson 2: SegmentYour Users Disruptive: - Send a blanket message to your entire userbase - Provide vague details in the messaging
- 29. Lesson 2: SegmentYour Users Delightful: - Send a contextual message to a behavior- based segment of users - Send a relevant update to a segment based on profile data
- 30. Lesson 3: GetPersonal!
- 31. Lesson 3: GetPersonal! • 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
- 32. Lesson 3: GetPersonal! Disruptive: - Don’t give any indication that an actual person wrote the message - Send a generic- sounding message about the product
- 33. Lesson 3: GetPersonal! Disruptive: - Don’t give any indication that an actual person wrote the message - Send a generic- sounding message about the product
- 34. Lesson 3: GetPersonal! Delightful: - Show some enthusiasm, let your users know you care! - Sound like a human, not a robot
- 35. Lesson 3: GetPersonal! Delightful: - Show some enthusiasm, let your users know you care! - Sound like a human, not a robot
- 36. Lesson 4: MakeIt Your Own!
- 37. Lesson 4: MakeIt Your Own! You know your brand better than anyone else, let it show!
- 38. Lesson 4: MakeIt Your Own! Disruptive: - Use the default, native pop-up to display new offers
- 39. Lesson 4: MakeIt Your Own! Delightful: - Design the in-app messages to be consistent with your app’s branding
- 40. Lesson 5: Getthe Timing Right
- 41. Lesson 5: Getthe Timing Right • Always imagine when and where your users will be when sending a message Rules of thumb
- 42. Lesson 5: Getthe Timing Right Push Messages: • Day of the week • Time of the day In-app Messages: • Screenflow • In-app behavior
- 43. Lesson 5: Getthe Timing Right Both Types of Messages: • Relevant events going on in the area • Based off of transactional, in-app behavior
- 44. Lesson 5: Getthe Timing Right
- 45. Lesson 6: KeepIt Short ‘n Sweet
- 46. Lesson 6: KeepIt Short ‘n Sweet
- 47. Disruptive: - Sendinga message with too much text for the user to spend time actually reading Lesson 6: Keep It Short ‘n Sweet
- 48. Delightful: - Be concise with your messaging, only use just enough words to get the message across Lesson 6: Keep It Short ‘n Sweet
- 49. Lesson 7: Don’tAsk, Do Tell
- 50. Lesson 7: Don’tAsk, Do Tell Rules of thumb • Be straightforward • Questions can use up valuable space and create ambiguity - avoid when you can
- 51. Lesson 7: Don’tAsk, Do Tell
- 52. Lesson 7: Don’tAsk, Do Tell Disruptive: - Asking a question to your users (one that has a pretty obvious answer)
- 53. Lesson 7: Don’tAsk, 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
- 54. Lesson 8: Keepthe Conversion in Mind
- 55. Lesson 8: Keepthe Conversion in Mind Rules of thumb • Use actionable language • Make it completely obvious what the user’s next step should be
- 56. Lesson 8: Keepthe Conversion in Mind Disruptive: - Use unclear or vague language about what the user’s next step should be
- 57. Lesson 8: Keepthe Conversion in Mind - Use clear, concise language; make it obvious what the user should do next Delightful:
- 58. Lesson 9: ProvideREAL Value
- 59. Lesson 9: ProvideREAL Value Rule of Thumb - You know what’s valuable to your app, but think of what’s valuable to your users
- 60. Lesson 9: ProvideREAL Value Disruptive: - Don’t show any real value in the users engaging with the message
- 61. Lesson 9: ProvideREAL Value Delightful: - Put yourself in the users’ shoes and craft messaging that speaks to what they would find valuable
- 62. Lesson 10: Measurethe Right Metrics
- 63. Lesson 10: Measurethe 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?
- 64. Lesson 10: Measurethe 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.”
- 65. Lesson 10: Measurethe 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.”
- 66. The Future ofApp Marketing
- 67. The Future ofApp 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
- 68.
- 69. 1.4 million apps+ 75 billion downloads = a LOT of data
- 70. Creating the BestPossible 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
- 71. Today: - Take adeep 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
- 72. Today: - Take adeep 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
- 73. This future ofapp marketing is Predictive App Marketing
- 74.
- 75. Want more infoabout predictive? Go to localytics.com or call 617.418.4422
- 76.
- 77. Key Takeaways Push vsIn-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
- 78. Key Takeaways Lessons inMessaging - 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
- 79.
- 80.
Editor's Notes
- #3 Megan Marrs *Fun fact Quick reminder – questions on Twitter and GoToWebinar Apologies in advance – construction work Josh Todd
- #4 Megan Marrs *Fun fact Quick reminder – questions on Twitter and GoToWebinar Apologies in advance – construction work Josh Todd
- #5 AGENDA COMING UP
- #6 AGENDA
- #8 Waze
- #11 ----- Meeting Notes (9/1/15 11:53) ----- figure out who this is
- #14 While this is a significant opportunity, that also means that 48% of people do NOT have push enabled.
- #15 While this is a significant opportunity, that also means that 48% of people do NOT have push enabled.
- #16 While this is a significant opportunity, that also means that 48% of people do NOT have push enabled.
- #19 When you’re crafting your message, think about what’s in it for the users, and write your copy accordingly.
- #33 No matter what, you’ll need to ask with the default pop-up screen. But prepare your users for this.
- #34 No matter what, you’ll need to ask with the default pop-up screen. But prepare your users for this.
- #35 LevelUp
- #36 hopster
- #71 What’s the difference?
- #72 What’s the difference?
- #73 What’s the difference?