In this lesson, you'll learn how to create targeted and personalized Push campaigns to drive more conversions. Learn how to use A/B testing and downstream behavioral metrics to measure and optimize the lift on your campaigns.
Every app is designed to drive certain key behaviors that ultimately create value for the business. These are conversion Events. While other behaviors in the app may be significant because they nudge users towards a Conversion Event or create habits that lead to conversion, the conversion itself is what fundamentally drives business outcomes.
If you are getting users to start the process of converting but not complete it, you have Funnel abandonment. If you can reduce the Funnel abandonment rate, you can increase the value generated by your users. Executing strategies like personalized Push messaging to reduce Funnel abandonment will meaningfully drive business results.
The following steps will walk you through creating a highly targeted and personalized Push notification campaign that will drive higher conversion.
This screen provides a summary of your messaging campaigns and their statuses. To enter the campaign builder, click the green plus icon and select Create New > Push.
Next, define who should receive this campaign by selecting or creating a target Audience. There are three options for selecting an Audience: all users, a previously saved Audience, or create a new Audience. These options can be seen in the image below:
You should quickly find that nearly all of your campaigns are being sent to targeted Audiences. Our data shows that targeted messages have more than double the engagement than broadcast messages. Here are a few examples of targeting criteria for an Audience:
- Geography: Are users receiving messages in their local timezone and language?
- Session activity: Have users completed a Session or logged in within the last week?
- User preferences: How can user preferences be used to deliver more relevant content like deals on users' favorite clothing brands or sports teams?
- In-app activity: What Events have your users completed (or not completed) within your app?
- Outside-of-the-app activity: How can you tie your push messages to user activity from the web, email marketing, and in-store visits?
- Transactions: How do you send alerts outside the app for a transaction like food delivery or taxi arrival?
Design the creative to send to users. You can upload your own creative or design a message using the Message Builder. To add personalization to your messaging campaign, use Profile level data you have collected to get a deeper connection with your users. Consider using such Profile attributes like a user's first name, their favorite category of product, or any other appropriate auto or custom Profile attribute. To insert Profile data in a message, see the graphic below.
Depending on your Audience size, you'll want to A/B test your messaging to determine what resonates best with users. This includes testing copy, sound, and key-value pair deep links. Be sure to check the box in the 'A/B Test Setup' box to enable a control group. With control groups enabled, Localytics automatically calculates lift metrics to understand which message variants positively or negatively impacted engagement, revenue, and conversion.
Push notifications can be sent immediately or scheduled for a future date and time. Messages can be sent in local time zones and frequency capped to ensure messages stay relevant for users. Automate the campaign to notify users as they qualify for your Audience. Once you have set the schedule for the campaign, you will then be asked to confirm and activate it. Click here to see some examples and learn more about scheduling and launching your push campaign.
After the campaign is live, you can view the campaign's performance. The campaign summary screen displays the number of sends, clicks, and conversions. You can assign any Event you track in Localytics as the Conversion Event for your campaign - and you can further refine this based on attribute-level detail.
Just because a user didn’t click your message doesn’t mean they didn’t read it. Notice the True Impact measurements display the impact of the campaign on lift, conversion, and LTV as compared to the control group. Use these metrics to understand the downstream effects of your push message. Did users return to your app? Did they complete a particular Funnel or Conversion Event?
As an example, say you send a push campaign promoting a new brand of jewelry for sale in your app. You set your Conversion Event as 'item purchase' of this particular brand. This enables you to directly measure how many users convert on one specific outcome, but there are other positive outcomes too. Does your message prompt users to browse through other items, add more items to their shopping cart, or even purchase items from other brands?
- Push messages are a valuable tool for encouraging users to complete key Funnels and for reengaging inactive users but only if you do push right. Annoying notifications are the number one reason users uninstall apps. Don't fall into this trap; create targeted audiences and deliver relevant content.
- A/B test creatives to find what resonates best with users. Use True Impact metrics to understand the impact of these tests on lift, conversion, and revenue.