Making Mobile Engagement Signals Work For You
This is the third blog post within our consumer journey series. For an introduction to this concept, see our first post “A Better Way to Track the New Consumer Journey.”
The consumer journey is no longer linear. Consumers are introduced and gently prodded toward your brand through a variety of channels and marketing tools. Mobile is understandably becoming an increasingly important part of that journey, and understanding what certain mobile engagement signals mean is key to the success of your mobile marketing efforts.
Here are some of the signals that your audience may be sending you, as well as how to interpret them.
Response to Geolocation Pushes
If your mobile app uses geolocation to send push notifications to users about special deals or events when they are close to your physical location, pay attention to your users’ responses to these messages. But start by positioning them in the best way to get results.
If you simply set up an alert to appear when someone is half a mile away from your ice cream shop that says “Get BOGO sundaes today! Mention the code BOGOSUN to redeem,” then you can’t easily tie the push notification to the actual redemption and conversion.
On the other hand, if the user has to open your app to reveal a barcode the cashier must scan to get the offer, you then have analytics on how many people redeemed the offer you pushed through geolocation notification. Now that you’ve got this fantastic data, note which offers get the most redemption and then create more of those to continually drive sales.
Time Spent in App
The longer you can capture someone’s attention in your app, the more likely they are to spend money with you, whether it’s through in-app purchases or by visiting your website or store.
Simply assessing average time spent in your app can give you an idea of how valuable your app is to people. If people are spending only a few seconds after launching the app, chances are they didn’t find what they were looking for. On the other hand, the more minutes people stay in the app, the better the value they’re finding.
Continually drive engagement by creating additional value. If you have a game app, keep adding levels and challenges. Upload videos and content to keep people interested on educational apps. Add functionality to a shopping app to make shoppers more interested in staying in your app longer and buying more.
Reaction to Push Notifications
Beyond geolocation push notifications, you can also learn a lot about what people do with the messages you share…and whether they enable or disable them. Too often brands use push notifications to spam users with useless information. A more effective tactic is to create a sense of urgency and necessity with those messages.
Have you added new products or game levels? That’s notification-worthy. Offering 50% off of products today only? You’ll likely see great engagement there. Just remember to deep-link from the notification directly to the most relevant page for best conversion.
When users share your app or content with their social networks, you know you’re onto something. And because they’re essentially doing your marketing for you, this gives you the opportunity to reach even more people (who will pay attention, because the recommendation comes from a friend, not a brand).
Make it easy to share a product, game score, or content from your app to various social media sites. Create popups inviting users to share. It should be such a no-brainer, easy task that every user will do just that.
Frequency of Use of App
If users only open your app once in a blue moon, you’re not providing enough value there. This signal is indicative of how much users rely on your app, as well as whether your push notifications are actually doing their job.
The more frequently users open and use your app, the better engaged they are with your brand. Just remember: your job isn’t done after the app is developed. You must continually create value through content, special offers, and new features to make people feel like yours is an app they can’t live without.
If you sell products through your app, this can be an excellent indicator of how well your mobile marketing efforts are going. Whether you market in-app purchases only through the app, or also use push notifications or even email, ideally you’ll see a pretty high conversion rate. After all, you’re marketing to a captive, qualified audience. You already know you have what they want. Now it’s all about making them want more.
The signals are there, if you know what to pay attention to and how to respond. Any numbers that aren’t meeting your mark may require you to make changes to see improvement. Tweak one thing at a time and then keep on measuring.
Read our second blog post within our consumer journey series: “Three Steps to Make the Consumer Journey Work for You.“