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App Value 101
How I Learned to Avoid Bombarding My
Users With Disruptive Messages
#appanswers
Here Are Your Hosts!
Megan Marrs
Content Marketing Specialist
Josh Todd
Chief Marketing Officer
(she’s the actual host) (h...
What’s on the Agenda?
What’s on the Agenda?
Agenda:
- Differences between push & in-
app messages
- Lessons in messaging: Are your
messages disr...
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 w...
Push v In-App Messages: What’s the
Difference?
1 out of 4 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 sh...
Push v In-App Messages: What’s the
Difference?
In-App Messages
•  Notifications that
are displayed when
the user is active...
Push v In-App Messages: What’s the
Difference?
In-App Message Use Cases:
mCommerce – recommends a product similar
to one t...
Lesson 1: Show Users Why They
Should Opt In
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...
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...
Lesson 1: Show Users Why They
Should Opt In
Disruptive:
-  Ask them to opt in
immediately after
launching the app for
the ...
1 2 32 3
Delightful:
-  Welcome your users
with a sequence of
introductory, how-to
screens to show value
-  THEN, ask them...
Lesson 1: Show Users Why They
Should Opt In
Delightful:
-  Welcome your users
with a sequence of
introductory, how-to
scre...
Lesson 2: Segment Your Users
Lesson 2: Segment Your Users
Segmenting =
-  Creating groups of users based off of similar
behavioral or profile-based att...
Lesson 2: Segment Your Users
(your entire userbase)
Sports App
 v	
  
Lesson 2: Segment Your Users
(your entire userbase)
Sports App
Lesson 2: Segment Your Users
3% of broadcast push
messages are clicked
7% of targeted push
messages are clicked
Broadcast:...
Lesson 2: Segment Your Users
3% of broadcast push
messages are clicked
7% of targeted push
messages are clicked
vs.
15% of...
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 ...
Lesson 2: Segment Your Users
Broadcast: Targeted:
3% of 100,000 users =
3,000 opened messages
7% of 100,000 users =
7,000 ...
Lesson 2: Segment Your Users
Disruptive:	
  
-  Send a blanket message
to your entire userbase
-  Provide vague details in...
Lesson 2: Segment Your Users
Delightful:
-  Send a contextual
message to a behavior-
based segment of users
-  Send a rele...
Lesson 3: Get Personal!
Lesson 3: Get Personal!
•  If your messages sound
robotic or “canned,” you
risk being ignored
•  Think of how you would
ta...
Lesson 3: Get Personal!
Disruptive:
-  Don’t give any
indication that an actual
person wrote the
message
-  Send a generic...
Lesson 3: Get Personal!
Disruptive:
-  Don’t give any
indication that an actual
person wrote the
message
-  Send a generic...
Lesson 3: Get Personal!
Delightful:
-  Show some enthusiasm,
let your users know you
care!
-  Sound like a human, not
a ro...
Lesson 3: Get Personal!
Delightful:
-  Show some enthusiasm,
let your users know you
care!
-  Sound like a human, not
a ro...
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 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-a...
Lesson 5: Get the Timing Right
Both Types of
Messages:
•  Relevant events
going on in the area
•  Based off of
transaction...
Lesson 5: Get the Timing Right
Lesson 6: Keep It Short ‘n
Sweet
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 Shor...
Delightful:
	
  	
  
-  Be concise with your
messaging, only use just
enough words to get
the message across
Lesson 6: Kee...
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
ambigu...
Lesson 7: Don’t Ask, Do Tell
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 goi...
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
use...
Lesson 8: Keep the Conversion
in Mind
Disruptive:	
  
-  Use unclear or vague
language about what
the user’s next step
sho...
Lesson 8: Keep the Conversion
in Mind
-  Use clear, concise
language; make it
obvious what the user
should do next
Delight...
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 u...
Lesson 9: Provide REAL Value
Disruptive:	
  
-  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 w...
Lesson 10: Measure the Right
Metrics
Lesson 10: Measure the Right
Metrics
Rules of thumb
•  Measure past the
download (forget
about vanity
metrics)
•  Understa...
Lesson 10: Measure the Right
Metrics
Disruptive:	
  
-  Craft your messaging based off of vanity metrics
-  Downloads
-  A...
Lesson 10: Measure the Right
Metrics
Delightful:	
  
-  Pay attention to your most valuable engagements,
and write your me...
The Future of App Marketing
The Future of App Marketing
2008
App Store
Launches
June 2008
2015
100,000 Apps
November 2011
10 billion
downloads
January...
So, What’s Next?
1.4 million apps + 75 billion downloads
= a LOT of data
Creating the Best Possible Experience
For Our Users
Today:
- Take a deep dive into
your app analytics,
identify trends and...
Today:
- Take a deep dive into
your app analytics,
identify trends and
respond with smart app
marketing campaigns
Tomorrow...
Today:
- Take a deep dive into
your app analytics,
identify trends and
respond with smart app
marketing campaigns
Tomorrow...
This future of app marketing is
Predictive App Marketing
Machine Learning
Personalized
RecommendationsAuto-optimization
Want more info about predictive?
Go to localytics.com or call 617.418.4422
Key Takeaways
Key Takeaways
Push vs In-App Messaging
	
  	
  
-  Push messages are for users who aren’t actively
using your app
-  In-ap...
Key Takeaways
Lessons in Messaging
	
  	
  
-  Provide real value
-  What’s in it for the user?
-  Put yourself in your us...
Further Learning
+
Q + A
#appanswers
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App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messages (September 2015 Version)

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Are users being disrupted by your messages? Are you driving users to your app, or driving them away? In this presentation we take a look at some mobile app marketing best practices while examining good and not-so-good examples of app messaging.

Learn how to make your messages move your users!

Publié dans : Marketing, Mobile
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App Value 101: How I Learned to Avoid Bombarding Users with Disruptive Messages (September 2015 Version)

  1. App Value 101 How I Learned to Avoid Bombarding My Users With Disruptive Messages
  2. #appanswers
  3. Here Are Your Hosts! Megan Marrs Content Marketing Specialist Josh Todd Chief Marketing Officer (she’s the actual host) (he’s the presenter)
  4. What’s on the Agenda?
  5. 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
  6. Push v In-App Messages: What’s the Difference?
  7. 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
  8. Push v In-App Messages: What’s the Difference? 1 out of 4 users won’t come back again x
  9. 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
  10. 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
  11. 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
  12. Lesson 1: Show Users Why They Should Opt In
  13. Lesson 1: Show Users Why They Should Opt In 52% of app users have push enabled on their phones Industry Averages
  14. 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
  15. 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? { }
  16. 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)
  17. 1 2 32 3 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: 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
  19. Lesson 2: Segment Your Users
  20. 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
  21. Lesson 2: Segment Your Users (your entire userbase) Sports App
  22.  v   Lesson 2: Segment Your Users (your entire userbase) Sports App
  23. Lesson 2: Segment Your Users 3% of broadcast push messages are clicked 7% of targeted push messages are clicked Broadcast: Targeted:
  24. 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:
  25. Lesson 2: Segment Your Users Imagine an app with 100,000 users
  26. 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
  27. 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.
  28. Lesson 2: Segment Your Users Disruptive:   -  Send a blanket message to your entire userbase -  Provide vague details in the messaging
  29. 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
  30. Lesson 3: Get Personal!
  31. 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
  32. 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
  33. 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
  34. Lesson 3: Get Personal! Delightful: -  Show some enthusiasm, let your users know you care! -  Sound like a human, not a robot
  35. Lesson 3: Get Personal! Delightful: -  Show some enthusiasm, let your users know you care! -  Sound like a human, not a robot
  36. Lesson 4: Make It Your Own!
  37. Lesson 4: Make It Your Own! You know your brand better than anyone else, let it show!
  38. Lesson 4: Make It Your Own! Disruptive:   -  Use the default, native pop-up to display new offers
  39. Lesson 4: Make It Your Own! Delightful:   -  Design the in-app messages to be consistent with your app’s branding
  40. Lesson 5: Get the Timing Right
  41. Lesson 5: Get the Timing Right •  Always imagine when and where your users will be when sending a message Rules of thumb
  42. Lesson 5: Get the Timing Right Push Messages: •  Day of the week •  Time of the day In-app Messages: •  Screenflow •  In-app behavior
  43. Lesson 5: Get the Timing Right Both Types of Messages: •  Relevant events going on in the area •  Based off of transactional, in-app behavior
  44. Lesson 5: Get the Timing Right
  45. Lesson 6: Keep It Short ‘n Sweet
  46. Lesson 6: Keep It Short ‘n Sweet
  47. Disruptive:   -  Sending a 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’t Ask, Do Tell
  50. 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
  51. Lesson 7: Don’t Ask, Do Tell
  52. Lesson 7: Don’t Ask, Do Tell Disruptive:   -  Asking a question to your users (one that has a pretty obvious answer)
  53. 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
  54. Lesson 8: Keep the Conversion in Mind
  55. 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
  56. Lesson 8: Keep the Conversion in Mind Disruptive:   -  Use unclear or vague language about what the user’s next step should be
  57. Lesson 8: Keep the Conversion in Mind -  Use clear, concise language; make it obvious what the user should do next Delightful:  
  58. Lesson 9: Provide REAL Value
  59. 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
  60. Lesson 9: Provide REAL Value Disruptive:   -  Don’t show any real value in the users engaging with the message
  61. Lesson 9: Provide REAL Value Delightful:     -  Put yourself in the users’ shoes and craft messaging that speaks to what they would find valuable
  62. Lesson 10: Measure the Right Metrics
  63. 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?
  64. 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.”
  65. 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.”
  66. The Future of App Marketing
  67. 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
  68. So, What’s Next?
  69. 1.4 million apps + 75 billion downloads = a LOT of data
  70. 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
  71. 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
  72. 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
  73. This future of app marketing is Predictive App Marketing
  74. Machine Learning Personalized RecommendationsAuto-optimization
  75. Want more info about predictive? Go to localytics.com or call 617.418.4422
  76. Key Takeaways
  77. 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
  78. 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
  79. Further Learning +
  80. Q + A #appanswers

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