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How to Craft Push Notifications That Users Actually Want to Receive

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If you’re using push notifications only to sell, promote, and blast, then you’re doing it all wrong.

Competition among apps is fierce. The question for mobile companies is no longer simply how to get their app installed, but how to become part of a user’s regular routine. To rise above the noise, your push notifications must engage users at every stage of the lifecycle and keep them coming back for more.

Do you wonder if your push notifications are hitting the mark? In this webinar, we’ll show you a number of examples and explain how to get started with super-personalized, user-centric push notifications.

Publié dans : Marketing
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How to Craft Push Notifications That Users Actually Want to Receive

  1. 1. Adam Marchick How To Cra Push Notifications Users Actually Want To Receive February 2015 Presentation
  2. 2. @ThueLMadsen#KISSwebinar Join the conversation on Twi er
  3. 3. Adam Marchick - Kahuna - @adammstanford Adam Marchick is the CEO & co-founder Kahuna and an advisor to Heads of Mobile around growth, engagement and revenue. Before Kahuna, Adam was an early member of the Facebook growth team and funded mobile enterprise companies at Bain Capital Ventures ad Menlo Ventures.
  4. 4. @AdammStanford #KISSwebinar Join the conversation on Twi er
  5. 5. 1 Opportunity and Challenges 2 Cra ing User Centric Push Notifications3 Examples, Best Practices, and Ge ing Started Table of Contents Gathering the Right Data 4
  6. 6. WATCH WEBINAR RECORDING NOW
  7. 7. What is the opportunity? 1
  8. 8. Opportunity & Challenges
  9. 9. Opportunity & Challenges Source: comScore
  10. 10. What are the challenges? 1
  11. 11. Mobile ecosystem is fragmented Time spent across platforms Opportunity & Challenges 0% 20% 40% 60% 80% 100% Mobile websites Social Native Apps Consumers have many touch points with your brand.
  12. 12. Competition is fierce Opportunity & Challenges 1.2 million apps available 1.3 million apps available
  13. 13. Mobile customers are complex Opportunity & Challenges
  14. 14. Mobile engagement is nuanced Opportunity & Challenges
  15. 15. LOG IN WITH GOOGLE Start Your Free KISSmetrics Trial
  16. 16. How do you address these challenges?
  17. 17. Understand & Engage
  18. 18. Gathering the right data 2
  19. 19. Gathering the right data can be hard Gathering the right data •  Billions of records •  Non-linear, multi-device user interactions •  Data coming from many sources •  Data types include user actions, descriptors and more
  20. 20. What data should you gather? Gathering the right data •  User engagement state •  User behavior – across multiple devices, mobile and web •  User a ributes •  User response data
  21. 21. Data informs how you communicate with your customers Gathering the right data Location Timing Behavior Preferences Device
  22. 22. Cra ing User-Centric Push Notifications 3
  23. 23. Notifications should enhance, not harm, the user experience Cra ing user-centric push notifications
  24. 24. Talk to the right people Cra ing user-centric push notifications
  25. 25. Make it personal Cra ing user-centric push notifications
  26. 26. Test & optimize rigorously 13% 20% 31% 7% 16% 2% Message 1 Message 2 Message 4Message 3 Control groupMessage 5 16% Cra ing user-centric push notifications
  27. 27. Get the timing right Cra ing user-centric push notifications
  28. 28. Know how to measure success •  Goal achievement •  User engagement •  App uninstalls & push opt-outs Cra ing user-centric push notifications
  29. 29. Examples, Best Practices, and Ge ing Started 4
  30. 30. Onboarding Users With Personalized Messaging Examples & best practices Lifecycle messaging for engagement 47% UPLIFT IN USER ENGAGEMENT
  31. 31. Yummly onboarding flow Examples & best practices
  32. 32. Yummly onboarding notifications and results 47% UPLIFT IN ENGAGEMENT 1300% UPLIFT IN CONVERSIONS Examples & best practices
  33. 33. Engage users at every stage in the lifecycle REDUCED USER CHURN BY 8 PERCENTAGE POINTS Examples & best practices
  34. 34. Targeting users by engagement state 8tracks now We have over a million playlists. Awww yeah. slide to view 8tracks now Never be annoyed by audio ads again. slide to view 8tracks now Hey there. You kinda seem like you could use a playlist, and we’ve got the perfect one. slide to view 8tracks now Since you liked that mix, we’ve got tons of recommendations for you. slide to view Examples & best practices
  35. 35. Optimizing for cart conversions 43% INCREASE IN MOBILE PURCHASES Examples & best practices
  36. 36. Message optimization in action 1800Flowers now Forget Something? Come back and send a truly original gift! slide to view Message BA 1800Flowers now Forget Something? Come back and SAVE 15% with Promo Code MYCART slide to view Message Examples & best practices
  37. 37. And the winner is… 1800Flowers now Forget Something? Come back and send a truly original gift! slide to view Test Message B Kahuna sends users the winning message variant at the optimal time. Examples & best practices
  38. 38. What to watch out for
  39. 39. Messaging the device, not the person Examples & best practices
  40. 40. A/B testing gone wrong Testing without a control group Testing across different user segments Examples & best practices
  41. 41. Tracking the wrong metrics •  Engagement rate > CTR •  Revenue > CTR •  Goal achievement > CTR Examples & best practices
  42. 42. Thinking it’s all upside •  Push opt-outs •  App uninstalls Examples & best practices
  43. 43. Ge ing Started
  44. 44. Top Lifecycle Campaigns for Mobile New users Gather information & inspire sticky user experience Registration incentives & onboarding campaigns Engaged users Incentivize mobile conversions and brand advocacy Cart fulfillment, referral incentives & VIP campaigns Passerby Users Re-introduce the value proposition of your app Personalized new feature alerts Dormant Users Inspire re-engagement Affinity-based offers & campaigns Goal Campaign Suggestion Ge ing started
  45. 45. Registration incentives for first-time users Ge ing started
  46. 46. Registration incentives for first-time users Find users who… •  Have used the app only one time •  Have not registered •  Have browsed food Ge ing started
  47. 47. Ge ing started Registration incentives for first-time users Send them a personalized registration incentive… You type: Your user sees:
  48. 48. Affinity-based offers for re-engaging dormant users Ge ing started
  49. 49. Ge ing started Affinity-based offers for re-engaging dormant users Find users who… •  Have been dormant for 5 days •  Have listened more than 2 times
  50. 50. Ge ing started Affinity-based offers for re-engaging dormant users Send them a personalized offer… You type: Your user sees:
  51. 51. Cart conversion messages for engaged users Ge ing started
  52. 52. Ge ing started Cart conversion messages for engaged users Find users who… •  Added an item, but did not complete the purchase •  Cart value > $100
  53. 53. Ge ing started Cart conversion messages for engaged users Send them a personalized offer… You type: Your user sees:
  54. 54. Questions? Adam Marchick CEO & Co-founder Kahuna @adammstanford adam@kahuna.com Thue Madsen Marketing Operations Specialist KISSmetrics @ThueLMadsen tmadsen@kissmetrics.com
  55. 55. THANK YOU Adam Marchick CEO & Co-Founder, Kahuna

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