App User Segmentation - 4 User Segment Examples - Whiteboard Wednesday

In this week's Whiteboard Wednesday video, we bring you some of the most valuable app users, separated out into actionable segments. We'll go through four example user segments, how to identify them, and most importantly, how to message them for maximum impact.

 

Transcript

Hi, my name is Daniel Ruby and welcome to another Localytics Whiteboard Wednesday. Today we’re going to talk about a few examples of user segments within your app, how we can identify them, and a few ideas of what we can do to take advantage of the insights into their behavior that we have.

 

M-Commerce User Segment: Couponers

Our first user segment is “Couponers.” These are people within a mobile commerce app that specifically buy when there’s a discount. You know them because you can look into their behavior and see that they have never made a purchase of a product that was full price, but they have made one or more purchases with a coupon or with a special offer.

What we can do with them is use in-app messaging to target them specifically with a coupon. We don’t necessarily need to create a full site-wide sale or coupon, but rather you can specifically target people who you know will react to a special offer.

 

Video User Segment: Second Screeners

Our second group is the “Second Screeners.” These are people who are engaging with an app for a TV show or broadcast network while the actual show is going on. They’re watching their favorite show and they have their tablet or phone in front of them, discussing the show, or voting on who to kick out, or maybe just looking up trivia about the show or actors.

You can determine this group by the time that they’re interacting with the app or, in the case of network apps, the time that they’re interacting with a particular piece of content.

Once you’ve determined these users, you can send them push notifications to let them know their favorite show is starting, or use in-app messages to invite them to watch the next show based on their entertainment tastes.

 

Media User Segment: News Junkies

Our third group is more for news apps - the “News Junkie.” This is not someone who reads the news, but rather someone who lives the news. They want up-to-the-minute, breaking news delivered to them at home, on their commute, at the office, and anywhere else.

You can create this segment by looking at something as simple as frequency of engagement, or alternatively the number of different locations they engage with your app at during the day. If it’s three or more, you can be fairly certain that they’re engaging with your app at home, on the road and at the office.

These users are really in tune with your brand. They’re a great target for in-app messages prompting them to rate your app. Because they’re familiar with your brand, and because they return again and again, they’re a great user segment to leverage to increase your app store rating.

 

User Segment in All Apps: Social Butterflies

The final user group we’re going to talk about is the “Social Butterfly.” These transcend all app types. This is someone who is sharing your app, your brand or your content via social media. Not just once, but multiple times.

What’s interesting is that you can create sub-groups based on the “Social Butterfly”’s preferred social medium based on the specific events they’re acting on within your app. If, for example, you have someone who is Tweeting your content often, say three or more times per week, you can be fairly sure that they are someone who is influential or at least active on Twitter, and that it’s their preferred method of sharing what they like with their friends.

With this insight, you can create an in-app message specifically for their preferred social network. With this Twitter user, you can say “Hey, thanks for Tweeting about us,” and prompt them to follow you on Twitter for updates and news on your brand.

This is a great way to get social tastemakers and brand ambassadors into your social circles.

This has been a few different ways to determine actionable segments of your app users based on their in-app usage, along with some ideas as to how to leverage this insight into their usage. If you’re not already a Localytics user, I invite you to check out the Localytics demo to see how we can help you determine and message to these particular users.

Again my name is Daniel Ruby, and this has been another Localytics Whiteboard Wednesday. I hope it has been helpful, thank you very much and we hope to see you again next week.

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Bernd Leger is VP of Marketing at Localytics with 20 years of experience. He's an expert in inbound marketing, marketing automation, freemium business models and sales enablement.

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