March 4, 2013

3 Steps to Creating a Stellar In-App Messaging Campaign


M-commerce is one of the fast growing and unique segments of any retailer’s engagement with their buyer. With the rapid adoption of mobile, especially in commerce, it is vital that your marketing campaigns be more engaging and relevant to mobile users than ever before.

Today I’ll walk you through setting up a campaign that will increase sales.

As a refresher, the Localytics in-app marketing platform allows you to send rich, customized messages, specifically crafted for individual audience segments directly based on your analytics data. Because it is based on your user segments and in-app triggers, you are able to refine the experience to best suit the right audience rather than a broad-stroke, non-targeted, campaign.

Adding items to a shopping cart and never checking out, what could be worse? This behavior is frustrating as a marketer and something that is yours to improve. You continually want to find ways to improve those major conversion events throughout the business, and with mobile it is even more imperative to optimize the experience given the small form-factor with which the shopper is working. In the M-commerce world, the major conversion event is purchasing. With Localytics mobile app analytics you can create a countless segments, e.g. one that tracks users who have multiple items in their shopping cart with a total value greater than $100 but never check out. Then you can create a campaign that targets this user segment. The campaign should encourage them to checkout and perhaps offer promotions to help facilitate the checkout conversion.

How can you start a campaign like this in your app?

Step 1 – Tag the app & build the segment

Localytics - segment builder

First, as you’re working through your Localytics implementation, create an event for “item added” to shopping cart, your application likely has a way to track this already. This event will track how often items are added to the user’s shopping cart. With this event you will likely want to add a couple relevant bits of information about that “item added” e.g. item name, value, quantity. Then, using the same approach used to create the “item added” event, you’ll create an event for “check out successful”. This event will track each time a user successfully completed the order process.

From the Localytics dashboard, navigate to the Segment screen and create a segment of users who, in the past 30 days, did the “item added” event and then never did the “check out successful” event. Name the segment “Non-purchasers with items in cart” and save it. This segment will now track all customers in the past 30 days that have added an item to the shopping cart and never checked out.

Step 2 – Build the campaign

Now that we’ve built a segment of users who have items in their shopping carts and haven’t checked out, we can target those individuals directly.

From the marketing tab, create a new campaign named “Free Shipping – Stale items in cart”. After naming the campaign you have two options on what your campaign will look like, you can upload your layout and message or you can easily build a creative right in the Localytics interface. This creative should have a some descriptive text and a call-to-action, prompting users to click through to their shopping cart or a pre-checkout page. Through the Localytics Creative Builder, you can ensure that the typography and color fit within your specific style guidelines.

The goal of this campaign is to increase sales from a known group of interested buyers; as such, we can be aggressive in when the creative is displayed. We will want to make sure when we are selecting our targeted recipients that we use the segment “Non-purchasers with items in cart” which we created in Step 1 above. In addition to using the segment, we want to make sure that we target shoppers that are continuing to browse through products therefore we can define a qualifying action or event such as “category viewed”. To make sure that we don’t overwhelm the shopper with messaging we will qualify them for this messaging if they viewed a category four times in the last five days.

Once we know who we are going to target, we need to decide when to deliver the message via a trigger. You could use an event trigger such as “product viewed”. Using this event as a trigger allows you to not only entice the user to add an item to the cart as they are already interested in a product but will also help facilitate the completion of the purchase within that session.

The conversion event for this campaign will be the “check out successful” event. Setting this event as the conversion event will let us see how many people saw the creative, how many clicked the call-to-action, and how many eventually checked out. Schedule this campaign to run for 365 days.

Step 3 – Review performance and adjust accordingly

Localytics marketing campaign performance

With your campaign active, you will begin to see results within the campaign dashboard. You will see the number of impressions, clicks and successful conversions. In monitoring this dashboard, you may see your campaign get many impressions but few clicks. If the trend continues, should consider testing your campaign further using an A/B test. As part of Creative Builder, you can create or upload multiple creatives for each campaign and track effectiveness of each. If your campaign is generating lots of impressions and clicks, but few conversions, it may be a sign that your promotion is not enticing enough to push the shopper to purchase and you could reconsider other promotional options.

Wrap up

After running this campaign for a few weeks, you should see fewer people with un-purchased items in their shopping carts. You should continue to monitor your analytics for other areas where you could run a campaign. Other areas that may be worth targeting: unspent reward points / gift card balance, users purchasing as guests rather than registered, and limited time / flash sales.

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  • John Murphy

    Increase sales using mobile retail app. No! It is not a joke. It is a fact that today, most retailers are using this kind of mobile apps to make their mobile commerce site more flexible for their customers.

    If you are planning to use one such app then make a plan, contact retail mobile app developers and learn how to make full use of it.