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App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messages

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App Value 101 How I Learned to Avoid Bombarding My Users With Disruptive Messages


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#appanswers


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Here Are Your Hosts! Megan Marrs Josh Todd Content Marketing Specialist Chief Marketing Officer (she’s the actual host) (he’s the presenter)


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What’s on the Agenda?


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What’s on the Agenda? Agenda: - Differences between push & inapp messages - Lessons in messaging: Are your messages disrupting or delighting your users? - The future of app marketing - Key Takeaways + Further Learning + Q&A


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Push v In-App Messages: What’s the Difference?


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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


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Push v In-App Messages: What’s the Difference? 1 out of 4 users won’t come back again x


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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


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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


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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


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Lesson 1: Show Users Why They Should Opt In


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Lesson 1: Show Users Why They Should Opt In Industry Averages 52% of app users have push enabled on their phones


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Lesson 1: Show Users Why They Should Opt In Industry Averages 52% of app users have push enabled on their phones 48% of app users don’t have push enabled on their phones


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Lesson 1: Show Users Why They Should Opt In Industry Averages 52% of app users have push enabled on their phones { 48% of app users don’t have push enabled on their phones 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)


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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, welldesigned in-app message 1 2 3


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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, welldesigned in-app message


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Lesson 2: Segment Your Users


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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


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Lesson 2: Segment Your Users Sports App (your entire userbase)


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Lesson 2: Segment Your Users Sports App (your entire userbase)  v  


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Lesson 2: Segment Your Users Broadcast: 3% of broadcast push messages are clicked Targeted: 7% of targeted push messages are clicked


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Lesson 2: Segment Your Users Targeted: Broadcast: 3% of broadcast push messages are clicked 7% of targeted push messages are clicked vs. 15% of users converted 54% of users converted


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Lesson 2: Segment Your Users Imagine an app with 100,000 users


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Lesson 2: Segment Your Users Broadcast: 3% of 100,000 users = 3,000 opened messages Targeted: 7% of 100,000 users = 7,000 opened messages


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Lesson 2: Segment Your Users Targeted: Broadcast: 3% of 100,000 users = 3,000 opened messages 7% of 100,000 users = 7,000 opened messages vs. 15% of 3,000 opened messages = 450 converted users 54% of 7,000 opened messages = 3,780 converted users


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Lesson 2: Segment Your Users Disruptive:   -  Send a blanket message to your entire userbase -  Provide vague details in the messaging


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Lesson 2: Segment Your Users Delightful: -  Send a contextual message to a behaviorbased segment of users -  Send a relevant update to a segment based on profile data


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Lesson 3: Get Personal!


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Lesson 3: Get Personal! Rules of thumb •  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


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Lesson 3: Get Personal! Disruptive: -  Don’t give any indication that an actual person wrote the message -  Send a genericsounding message about the product


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Lesson 3: Get Personal! Disruptive: -  Don’t give any indication that an actual person wrote the message -  Send a genericsounding message about the product


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Lesson 3: Get Personal! Delightful: -  Show some enthusiasm, let your users know you care! -  Sound like a human, not a robot


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Lesson 3: Get Personal! Delightful: -  Show some enthusiasm, let your users know you care! -  Sound like a human, not a robot


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Lesson 4: Make It Your Own!


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Lesson 4: Make It Your Own! You know your brand better than anyone else, let it show!


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Lesson 4: Make It Your Own! Disruptive:   -  Use the default, native pop-up to display new offers


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Lesson 4: Make It Your Own! Delightful:   -  Design the in-app messages to be consistent with your app’s branding


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Lesson 5: Get the Timing Right


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Lesson 5: Get the Timing Right Rules of thumb •  Always imagine when and where your users will be when sending a message


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Lesson 5: Get the Timing Right Push Messages: •  Day of the week •  Time of the day In-app Messages: •  Screenflow •  In-app behavior


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Lesson 5: Get the Timing Right Both Types of Messages: •  Relevant events going on in the area •  Based off of transactional, in-app behavior


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Lesson 5: Get the Timing Right


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Lesson 6: Keep It Short ‘n Sweet


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Lesson 6: Keep It Short ‘n Sweet


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Lesson 6: Keep It Short ‘n Sweet Disruptive:   -  Sending a message with too much text for the user to spend time actually reading


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Lesson 6: Keep It Short ‘n Sweet Delightful:     -  Be concise with your messaging, only use just enough words to get the message across


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Lesson 7: Don’t Ask, Do Tell


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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


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Lesson 7: Don’t Ask, Do Tell


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Lesson 7: Don’t Ask, Do Tell Disruptive:   -  Asking a question to your users (one that has a pretty obvious answer)


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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


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Lesson 8: Keep the Conversion in Mind


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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


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Lesson 8: Keep the Conversion in Mind Disruptive:   -  Use unclear or vague language about what the user’s next step should be


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Lesson 8: Keep the Conversion in Mind Delightful:   -  Use clear, concise language; make it obvious what the user should do next


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Lesson 9: Provide REAL Value


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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


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Lesson 9: Provide REAL Value Disruptive:   -  Don’t show any real value in the users engaging with the message


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Lesson 9: Provide REAL Value Delightful:     -  Put yourself in the users’ shoes and craft messaging that speaks to what they would find valuable


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Lesson 10: Measure the Right Metrics


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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?


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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.”


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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.”


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The Future of App Marketing


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The Future of App Marketing App Store Launches 10 billion downloads June 2008 1.4 million apps January 2011 January 2015 2008 2015 100,000 Apps November 2011 1 million apps October 2013


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So, What’s Next?


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1.4 million apps + 75 billion downloads = a LOT of data


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Creating the Best Possible Experience For Our Users Today: Tomorrow: - Take a deep dive into your app analytics, identify trends and respond with smart app marketing campaigns - Use machine learning to predict behavior of valuable user segments and respond with even smarter app marketing campaigns


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Creating the Best Possible Experience For Our Users Today: Tomorrow: - Take a deep dive into your app analytics, identify trends and respond with smart app marketing campaigns - Use machine learning to predict behavior of valuable user segments and respond with even smarter app marketing campaigns Reactive


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Creating the Best Possible Experience For Our Users Today: Tomorrow: - Take a deep dive into your app analytics, identify trends and respond with smart app marketing campaigns - Use machine learning to predict behavior of valuable user segments and respond with even smarter app marketing campaigns Reactive Proactive


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This future of app marketing is Predictive App Marketing


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Machine Learning Auto-optimization Personalized Recommendations


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Want more info about predictive? Go to localytics.com or call 617.418.4422


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Key Takeaways


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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


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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


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Further Learning +


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Q+A #appanswers


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