Understanding your buyers for personalized experiences that get results
Today’s consumers are increasingly turning to mobile apps to fulfill various everyday needs. With the massive number of apps out there for users to choose from, which ones will buyers end up picking at the end of the day? And how can you make sure that yours connects with customers?
In the end, they will gravitate toward the apps that truly understand and speak to their individual needs.
While app businesses have been using buyer personas for some time, more data has become available to develop richer, multi-faceted profiles.
In this saturated app marketplace, being able to use customer data for personalization even further than before will help your app earn your customers’ time and attention as well as your spot on their mobile phones.
Making more of user personas and audience profiles
While you may have your established customer personas and have your target demographic in mind, there are ways to make use of user data even more to enhance engagement and personalization.
While audience profiles let you store thousands of user and player attributes, including demographics, for campaign targeting, gathering all this data in one place enables you to get a holistic picture of your users.
By gathering information on users’ history of interaction and behavior within your app, you can see your unique customers’ journeys. Analyzing events, such as purchases, advancing to a new level, achieving different milestones, and frequency of app use, allows you to tailor your campaigns and communications to meet that individual user’s needs better.
Analyzing in-app behavior for optimizing campaigns and app elements
With analytics, you gain insight into trends and how your users behave inside the app. These can show how your customers are engaging with your different campaigns, conversion results, where the drop-off is happening, and evaluate performance by user demographics, attributes, and behavior.
You can push this further with A/B testing to see how users interact in real-time with your mobile app UI elements. There are different ways to test message elements, such as copy, images, timing, and channels, and learn which ones resonate the most. Use this to review your onboarding experiences, re-engagement campaigns, and offers and promotions, such as coupon values and pricing packages.
You can also create universal holdbacks to identify which campaigns are producing the best results over a period of time. For even greater depth and detail, campaign holdbacks help you pinpoint which specific aspects of your campaign are the most effective.
This way, you’re able to focus on the most successful app elements and campaigns to improve clickthrough rates, engagement, and conversions.
Targeting with demographic and advanced behavioral segmentation for real-time personalization
With in-depth user-profiles and data from testing and analytics, you can better target your audiences with engagement strategies that are custom-tailored to them.
Take advantage of data, like aggregates of spending or usage patterns, recency, or frequency of engagement with in-app events across different lookback windows, alongside various customer attributes.
In addition, you can set up behavioral triggers to show certain offers or send an in-app message based on the number of times an event has occurred. For example, you can offer an upgrade after users cross a certain threshold. You can also set beginning and end dates for live events and offers and send product recommendations driven by behavioral data.
By using all the data you have on hand and going beyond static demographics, you can create more personalized experiences geared toward your customers’ individual journey with your app, drawing users in through relevance and real-time personalization.
Personalization for your industry
Apps can accomplish this in different ways based on your industry. To get inspired, here are some examples.
Trends across all mobile apps
Regardless of industry, understanding your customers as they take their journey with your app can be the difference between clicking uninstall or users becoming power users. By understanding your customers, you can cater to natural use frequency and maximize the aha moment for increased customer retention.
3x your gaming app results
Behavioral segmentation can lead to 3x more revenue per message for gaming apps. MobilityWare targeted Inside Blackjack players based on their in-app actions, such as engaging with a blackjack table and inviting users to join their trial promotion. This led to a more than 5% increase in daily active users.
Subscription apps get 7x revenue per message
You can set up events to trigger when there are changes to subscription status, such as when a user’s free trial has ended or when they’ve become a subscriber. Targeting users based on their behaviors within the app has shown 7x more revenue per message for subscription apps.
17% increases in on-demand & mobility apps
Segmenting by recency and frequency helps you identify users who haven’t placed an order or booked a ride on your app recently so that you can re-engage them with offers or reminders of relevant offers available to them. Just Eat Takeaway used a similar strategy to re-engage customers in their StampCard program to see a 17% increase in order volume.
Mobile retail & finance see 60% increase
You can analyze purchases consumers have made on your app to create personalized campaigns or send targeted messages to customers who’ve physically entered a shop. Personalized targeting like this helped Cashrewards see a 60% increase in monthly transacting users.
Connections that build retention and monetization for your app
Keeping a pulse on your customers’ needs and what they’re thinking can be daunting.
With the right tools that help you build on the available data, you can create campaigns and experiences that speak to their needs, no matter where they are in the customer journey.
Leanplum consolidates all these needs under one platform, enabling you to launch, test, and iterate app changes and events quickly and easily without redeploying your app. Your internal teams can collaborate inside Leanplum to maximize your results and create communications, events, and experiences driven by customer data and testing.
Making customers feel heard and understood keeps them coming back. Knowing what’s happening with your users helps your app stay competitive and profitable through increased retention and monetization.
Want to learn more? We’ve got you covered. Check out these additional resources:
- Check out our extensive research and findings on the impact of personalized engagement for Mobile Games and Subscription Apps.
- Learn practical ways to improve your engagement strategies with Personalizing Player Touchpoints for 5x Better Results.
- See practical ways apps have successfully personalized their CRM strategy in our discussion panel at the App Promotion Summit.
- Get an inside peek at how to leverage Leanplum to personalize your messaging and gaming experiences by taking our Product Tour.
- See Leanplum in action with a complimentary personalized Product Demo.