Mobile Marketing User Journey Stage 3: Purchase Conversions
This article on marketing engagement is Part 3 of our ongoing serialization of the OpenBack Mobile Marketing Best Practices Playbook 2020. Read Parts 1 and 2 here:
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Purchase conversions are the driving force of a large portion of the mobile industry, with mobile apps providing a quicker, more versatile way for device users to make real-time transactions. Push notifications are one of the primary drivers for sales, so if your app involves IAP (In-App Purchase) or eCommerce in any way – even if you’re just selling treasure chests or “Continue Playing” passes inside your mobile game universe – make sure you have a strong, real-time push campaign. If a user makes a purchase early on in their lifecycle, chances are high they’ll be back to buy more. To make sure this happens, send them time-sensitive discounts, coupons, or other deals within the first 3 days of app installation.
Objective: Convert a User’s Positive Emotions into a Purchase
Purchases are driven by the consumer’s positive emotions, primarily desire. Luckily for the eCommerce industry, mobile devices give you the ability to press consumers to make a purchase at any spontaneous moment. And you can use their personal data and real-time digital behaviors to gauge when the best moment to make a sale might be.
With OpenBack’s 40+ data signals, you can flag an action that signifies a positive emotion or desire – for example, likes, follows, or shares of content on a personal social media page – to drive sales. Say a user likes a band’s Facebook page, or adds their new single to their Spotify playlist. That moment is the perfect time to push them to go one step further. Send a push notification inviting them to download the band’s new album. Or direct them to a page in your app selling band merchandise or gig tickets.
If a user has expressed interest in the type of content your app provides (i.e. for streaming apps, news apps, etc.), reach out with a notification inviting them to try a free trial subscription. That free trial will then turn into a paid subscription. You could even try to cross-sell them by suggesting music by a band with a similar sound, or upsell them with add-on products or services that complement the purchase they just made.
Objective: Get Users to Go Back to Abandoned Shopping Carts and Complete Purchase
Abandoned shopping cart reminders is a classic use case for push notifications. According to Baymard Institute, nearly 70% of shopping carts are abandoned before checkout. And even though mobile traffic only accounts for around 50% of eCommerce transactions, shopping cart abandonment on mobile devices is a shocking 85.65%.
One reason for this is that mobile apps are less optimized for eCommerce than their desktop counterparts, and many users get frustrated at checkout and give up. More people may also be using their mobile devices to “window shop” when they’re commuting or waiting in line for something, with no real intention of buying. Still, with $4.6 trillion per year of revenue lost to abandoned shopping carts, even if you succeed in getting a fraction of users to return to complete their purchase, that’s a sizeable conversion.
Don’t Let Momentum Die Away
With regards to push notifications, different types of customer require a different approach. Say a customer is browsing through different items. A subtle approach is likely better than an aggressive push to buy. A push notification with a deep link to your brand vision, or to blog posts or new arrivals that are in line with the user’s interests and previous purchases, may not seal the deal this time around. But it will get them thinking about your products for a possible future sale.
Suppose a customer has gotten farther along in the buying process. Perhaps they are looking at a specific item, say, a dog bowl. A few polite suggestions of similar items to browse may be enough to bring them back to the app. For example, try sending:
“Hi there, we noticed you’re interested in a dog bowl. Maybe you’d also like to check out this matching dog leash and organic dog biscuits.”
For on-the-fence cases like this, a 10% discount code could be what they need to follow through with their purchase.
Finally, there are the last-minute bailers who make it all the way to the checkout stage with their items. Maybe they got distracted, or frustrated by a poor app interface. Or perhaps they just got cold feet. Either way, a straightforward, personalized push reminder is the best method to get them to try again. “Amy, we noticed you left three items in your shopping cart! Would you like to come back and finish checking out?” A deep link embedded in the notification would then take them directly to the checkout page in the app.
Objective: Prompt Users to Make a Purchase Using Geolocation
OpenBack’s geolocation function as well as real-time delivery lets you take advantage of the right place and right moment. For example, say your brick and mortar store is having a promotion. You can set a user’s geolocation data to automatically send a notification once they enter a certain distance of the shop. OpenBack’s permissionless machine learning Home/Work data signal can also be used in combination with geolocation data. It can use this to map out a definitive blueprint of your user’s daily habits. This lets you make an informed estimate of what they’re likely to be doing and feeling at any given moment. An optimal moment for many users might be when they’re home from work. If they are scrolling through their social media feed (which would indicate boredom), they likely have free time to engage with you.
The geolocation feature can also help drive a purchase during more run-of-the-mill situations. For example, combine geolocation and data signals from a user’s schedule. Then, send a notification advertising your restaurant’s specials right before your user eats lunch. If you catch them around 12:30–12:50 pm, they will be at their hungriest and most suggestible.
Geolocation functions can also give insights on certain products that a user will likely need. Even if they haven’t actively searched for them yet. For example, say a user is in Omaha, which has a forecast of heavy snow for the next week. Send her a proactive notification offering her a 10% discount on snow chains from your eCommerce store.
Or a gift registry app can alert a user who is close to a particular store is on their purchase list. For example, say Becky is the maid of honor at Karen’s wedding. Karen and Chad are registered at Target. The app can alert Becky when she drives by a Target. It can suggest what gifts she can buy that haven’t already been purchased by other guests.
Objective: Get Users to Build Your Mobile Ecosystem With Cross-Installs of Partnering Apps
Another unique feature of the OpenBack platform is the ability to send notifications to promote cross-app installs. This means our SDK has the ability to analyze device-side data. That way, you can check whether the user has a particular app installed. This may be another app developed by your team, or an app released by a partnering company. (Your developing team will not have access to any of the internal data of the other app, such as when the user opens it or what they do with it. You will only be able to see that it’s there on the device.) If the user does not have the target app installed, with OpenBack you can send them a personalized notification allowing them to do so. You can also include a deep link to the app’s listing in the App Store or Google Play. Or a link to directly download the app.
This has various use cases when it comes to growing your mobile app ecosystem. One key use case for mobile gaming studios is to promote the install of various gaming apps under their umbrella. Use push notifications to inform gamers who have installed Worm Blasterz of a sister app they might enjoy playing. Or perhaps a complementary app with a partnering company you want to boost downloads for. Either way, this particular data signal lets you send download requests solely to those who don’t have the target app yet. That way, you don’t have to hassle users who have it already downloaded.
To learn more about how a strong push notification campaign can drive sales, get in touch with one of our experts. We look forward to helping you maximize purchase conversions for your mobile app!
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