engage and retain users across web and mobile
TRANSCRIPT
Engage and Retain Users Across Web and
Mobile EHREN MAEDGE
@Kissmetrics
#KissWebinar
@thuelmadsen
Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to
automate everything around him, you can find him hiking in the Sierras or climbing at the local gym.
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Ehren is the VP Marketing at MoEngage, a user engagement and retention solution provider. Ehren
interacts with marketers and growth hackers regularly to help them drive more value from their user base. Ehren
is into building things - from furniture to awesome marketing campaigns.
EHREN MAEDGE VP of Marketing, MoEngage
@maedge
@moengage
#KissWebinar
@maedge
WATCH WEBINAR RECORDING NOW
Web Site + Mobile Site + App =
I wonder what my users are doing?
Web Site + Mobile Site + App =
Mobile Apps
Web Sites
Engage your usersMobile Web
1 What channels of communication are available ?
2 How do you optimize those channels?
3 What approaches work and how well?
OVERVIEW
Many results will be approximate on purpose
PERSONALIZATION
Personalization Paul
I’m here to pump your campaigns up.
PERSONALIZATION
engagement with generic messaging is 28%
engagement with messages that are triggered by user actions
achieve 56%
COMMUNICATION CHANNELS
push in-app email web push
PUSH NOTIFICATIONS
15-40% CTR
BOOSTING PUSH OPT-IN RATES
32% 50%
BOOSTING PUSH OPT-IN RATES
GO BACK TO USERS WHO DIDN’T OPT IN
10%
IN-APP MESSAGES
25% CTR 10% CONV
BOOST EMAIL OPT INS
10%
DRIVE HIGHER LOGINS
WEB PUSH NOTIFICATIONS
https://blog.kissmetrics.com/website-push-notifications-for-ecommerce/
ADVANTAGES OF WEB PUSH
•New, shiny object
•Easy to get started – setup within a few minutes
•Take advantage of the app push experience without building a mobile app
•Delivered to users even if they are not on your site or the site is not open
•Faster, easier opt-ins compared to subscription lists
•Higher opt-ins compared to emails and lower opt-out rates.*
•Control and customization – custom notifications for segmented users.
•Better deliverability over email – no email filtering
*http://coschedule.com/blog/web-push-email-marketing/
“She use what she got to get whatever she don't got”
-Salt-N-Pepa
USER VS. DEVICE/CHANNEL
EXAMPLES
ASSUMPTION
LOG IN WITH GOOGLE
Start Your Free Kissmetrics Trial
CLEARTRIP
45 out of 100 clicked
8 out of 100 booked
CLEARTRIP
20 out of 100 booked a room
CLEARTRIP
pushemail web push
emailpush
emailweb push email
MARKETPLACE FOR CLOTHES, FOOTWEAR, ACCESSORIES
CTR$50%
%%%%%%%%%%%Conv13%
Day)1
Day)2
Day)3
Day)6
Day)5
Day)4
Start Accepting Online PaymentsConfigure your Instamojo account for receiving online payments in 3 simple steps
Promote your Shop with FeedFew tips to get you started to get more leads
Get the badge for successBe a responsive seller!
CTR20%
%%%%%%%%%%%Conv$12%
CTR$18%
%%%%%%%%%%%Conv3.4%
CTR$21%
%%%%%%%%%%%Conv$25%
CTR$21%
%%%%%%%%%%%Conv$24%
CTR$21%
%%%%%%%%%%%Conv$30%
Build a Beautiful Online StoreAn attractive store front can go a long way in attracting buyers!
Customize each sale the way you want itConfigure your payment & delivery for each order
Attract more buyers by creating offers in 3 simple stepsCreate limited time offers with Time Bound Offers
ONBOARD USERS MORE EFFECTIVELY
Trigger message IF the user
Open Product display page
Hi {First Name}We noticed you’re interested in XYZ product. Why don’t you go ahead and make it yours? Hurry!
IF#
Has not executed
AND
Buy
Engagement: 32%
BROWSED PRODUCT BUT DIDN’T TAKE ACTION
Trigger message IF the user
Favorites a listing
Hi {First Name}We noticed XYZ product is in your favorites list. Why don’t you go ahead and make it yours? Hurry!
IF#
Has not executed
AND
Buy
Engagement: 33%
MOVING ITEMS OUT OF WISHLIST PHASE
Trigger message IF the user
Open Product display page
Hi {First Name}We noticed you’re interested in XYZ product from ABC seller. Would you like to follow ABC to receive updates about their products?
IF#
Has not executed
AND
Buy
Engagement: 26%
PROVIDE A VALUABLE SERVICE
Trigger message IF the user
Favorites a listing
Hi {First Name}Hi, you liked the products from XYZ Seller. Follow the seller now to get constant updates!
IF#
Has not executed
AND
Buy
Engagement: 35%
ASK FOR MORE ENGAGEMENT
PurchaseBrowse Add to Cart
100 100 100
DRIVE PURCHASE BEHAVIOR
PurchaseBrowse Add to Cart
100 20 10
DRIVE PURCHASE BEHAVIOR
Don’t leave that shopping cart!
Maybe consider a purchase
PurchaseBrowse Add to Cart
100 20 10
DRIVE PURCHASE BEHAVIOR
PurchaseBrowse Add to Cart
100 30 10
Free shipping off your entire
purchase today with code FREE
DRIVE PURCHASE BEHAVIOR
PurchaseBrowse Add to Cart
Free shipping off your entire
purchase today with code FREE
Along with those pants, check out our new arrivals in
shoes
100 30 10
DRIVE PURCHASE BEHAVIOR
PurchaseBrowse Add to Cart
Free shipping off your entire
purchase today with code FREE
Along with those pants, check out our new arrivals in
shoes
100 30 20
Share your new outfit with a
friend
DRIVE PURCHASE BEHAVIOR
SNAPDEAL
72% increase in referrals
75% increase in referral sign ups
HAPTIK
17% users reactivated
SUMMARY
•There are many channels but keep focus on the user
•Keep your communication personal and relevant
•Test like crazy
Good luck engaging and retaining your users!
EHREN MAEDGE VP Marketing, MoEngage
@maedge
THUE MADSEN Marketing Operations Manager, Kissmetrics
@ThueLMadsen
Questions?