HOW MAPQUEST ENCOURAGES USERS TO TAKE ACTIONS THAT ADD VALUE AND BOOST ENGAGEMENT

ABOUT

MapQuest, an

innovator in the digital

mapping industry,

continues to be one of

the leading mapping

brands. They enable

everyday explorers to

find, learn about and

locate their desired

destinations and work

with businesses to

build great location-

based experiences.

CATEGORY:

Lifestyle + Mapping

Service

PLATFORMS:

iOS, Android, + FireOS

BASED IN:

Denver, Colorado

CHANNEL:

Push Notifications

NUDGE CUSTOMERS TO DEEPEN

THEIR BRAND ENGAGEMENT BY

ADDING WORK + HOME ADDRESSES

OBJECTIVE

When customers include their work and home

locations in their user profile, it makes the

app easier to use by simplifying the process

of searching for directions, strengthening

brand loyalty and engagement. But, only 8%

of customers will do it on their own—and 50%

of those customers do so on the first day of

using the app.

SOLUTION

Send users who haven’t added work and

home locations targeted push notifications

via Appboy that encourage them to add that

missing information to their user profiles.

EXAMPLE

PUSH NOTIFICATION

CASE STUDY: DEEPENING ENGAGEMENT

WITH WORK + HOME ADDRESSES

ENCOURAGING CUSTOMER

LOYALTY BY PROVIDING

ADDED VALUE

KEYS TO SUCCESS — PHASE I

AUTOMATED SEGMENTATION: MapQuest took advantage of

Appboy’s advanced segmentation capabilities to carefully target their

outreach. They created segments to identify all users who had used

the app for a pre-selected period of time but had failed to add their

home or work addresses. The targeted segments allowed MapQuest

to reach their intended audience with minimal effort—and without

bothering customers who had already updated their user profiles.

DEEP LINKING: MapQuest used deep linking to lead customers

directly to a page within the app where they could update their user

profiles with work and home address information, making it easier for

users to take action.

INTELLIGENT DELIVERY: To increase the likelihood that customers

acted on their outreach, MapQuest sent its campaigns using Appboy

Intelligent Delivery, which takes advantage of historical customer

engagement data to deliver messages during each customer’s high-

engagement window.

EXAMPLE PROFILE WITH HOME/WORK IN SET UP

PHASE I

1000% MORE LIKELY TO

TAKE ACTION WITH PUSH VS NO PUSH

KEYS TO SUCCESS — PHASE II

MapQuest analyzed the initial campaign and based on what they saw,

the team added personalization and exception events to see if they

could boost conversions further.

PERSONALIZATION: MapQuest took advantage of Appboy’s powerful

personalization tools to individually customize the messages that

customers received. That made it possible to automatically adjust

each push notification based on whether recipients had previously

added home addresses, work addresses, or neither, making the

outreach more personal and useful.

EXCEPTION EVENTS: To ensure messages were relevant to the

people receiving them, MapQuest used Appboy’s exception

event functionality to automatically cancel scheduled messages

to customers who subsequently added home and work addresses

to their user profiles.

MAPQUEST APP IN ACTION USING THE WORK AND HOME SETTINGS

PHASE II

82% INCREASE IN

CONVERSIONS VS PHASE I

RESULTS

BENEFITS: Using Appboy’s advanced

messaging and targeting features (including

Intelligent Delivery, deep linking support, and

automated segmentation), MapQuest sent a

campaign to customers who had not included

home or work addresses in their user profile.

The campaign successfully encouraged

recipients to add their information. In fact,

campaign recipients were 1000% more

likely to carry out the specific action than

users who did not receive the push.

But, MapQuest didn’t stop there. After

reviewing their initial results from the first

campaign, MapQuest sent a second set of

messages building upon their initial success

by adding personalization and exception

events to the new campaign. In doing so, they

boosted conversions by an additional 82%.

USER BENEFITS: MapQuest users who were

prompted to add their home and/or work

address simplified and sped up their direction

searches, bolstering the app’s value.

EXAMPLE OF PLOTTING USER’S ROUTE HOME

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