Conversion is a challenge for many apps. Even when an app is perfectly optimized to get people to the “buy” button, some customers require extra nudging to cross the conversion finish line. This is where conversion campaigns come in.
In the app world, conversion campaigns are any push or in-app messaging campaign aimed at increasing conversion. The concept sounds simple, but blasting your app users with a push message that says “Hey you, come here and buy stuff” isn’t going to work. Successful conversion campaigns reach the right customers at the right moment, when they are most likely to convert.
We recognize that apps define conversion in many different ways. In this post we focus on purchases and subscriptions, but the same basic rules can apply to any conversion goal. Let’s walk through the best practices for creating an automated push messaging conversion campaign.
It may be tempting to blast your conversion campaign to all users, but sometimes users aren’t ready to convert - and that’s okay. You can avoid spamming these users and achieve higher conversion rates by targeting users who are more likely to convert based on their in-app behavior and profile information.
You can identify users who are likely to convert from actions like adding an item to the shopping cart, visiting the subscriptions page, or starting the checkout flow.
To create a segment of users in Localytics, visit the Segments screen and click New Segment. You can then create your target segment based on events in your app. The segment pictured below shows users who did the event "Added to cart" AND never did the event "Checkout" in the selected date range.
Similarly, a subscription based app could create a segment of users who did the event “Clicked subscribe” AND never did the event “Complete” subscription.
Once you’ve created your target segment you can proceed to the Messaging screen and select New Push Campaign. Once you’ve entered the message builder, under Choose Your Audience choose Existing segment and select the segment you created.
Advanced Tip: Segment even more granularly with attribute filters. For example, you could target users who did the event “Added to Cart” where the “Category” attribute is “Books.” You could then send these users a personalized conversion campaign with an offer for a discount on books.
Message copy for a conversion campaign should give the customer an immediate action item. A message that says “Hey, we’ve missed you” might sound sweet, but it doesn’t provide information or next steps for the customer. Since you’re already targeting users who are primed for conversion, don’t be afraid to get straight to the point:
“You have an item in your shopping cart. Click here to check out now.”
You can also sweeten the deal by adding a special offer:
“Free shipping when you finish your order today. Click here to check out now.”
Advanced Tip: Make it as easy as possible for customers to take action by using deep linking to take them directly to the checkout screen when they click on your message. Deep linking requires some technical know-how in order to create key value pairs for places within the app. Developers can reference the Apple Developer Docs and Android Developer Docs for more information. You can specify where the app should open in the Advanced section of the What screen by sending a key value pair corresponding to the link you’d like to open when a user clicks on your push.
Improving conversion is an ongoing process - not a one time effort. You can automate your conversion campaigns to send on a daily basis to new users who have joined your target segment.
In the When screen of the Message Builder select Recurring. You can then schedule your campaign to go out daily, every other day, weekly, or monthly. For conversion campaigns, daily frequency is recommended to minimize the time that passes between customers adding an item to their cart and receiving the message.
Advanced Tip: Use your analytics data to understand what time of day users in your target segment are most engaged with the app, and schedule the campaign to run at that time. Go to Usage and look at Sessions by Daypart. Filter this report by your target segment to find the best time.
Once your campaign is deployed, you can select a conversion event to track the results. Go to Messaging and click on your desired campaign to view campaign performance. From there, choose an event from the Conversion Event dropdown - in this case, the event will likely be a purchase, booking, or subscription. You’ll then be able to see the click and conversion rate for your campaign. You can change the conversion event at any time to see how your campaign is affecting other engagement with your app.
Advanced Tip: For an in-depth look at the conversion process, create a Funnel starting with the “Localytics Push Opened” event as the first step. Select your Conversion Campaign as the attribute value for this step. Subsequent funnel steps can be any actions a user might do before getting to the conversion event. This way, you can see if users who click on your message are getting stuck somewhere else in the conversion process - a sign that you could optimize your checkout flow to improve conversion.
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