Just about every modern marketing team places an emphasis on cross-channel messaging, which helps brands stay connected with users wherever the customer journey takes them. But one element of this cross-channel strategy that marketers sometimes forget about is the in-app message (IAM). After all, you work so hard to get customers to simply open your app. So once that hurdle has been cleared, it can almost feel like your job is complete.
Not so fast. In-app messaging is a great way to interact with some of your most engaged customers—so serving up the right message in your app offers great potential for conversions.
New York-based gaming company Dots had no problem getting people to open their app and enjoy their critically acclaimed game. But with a revenue model based around getting users to make purchases while playing, it’s no surprise that in-app messaging proved to be a game-changer. So here’s how Dots made the most of this powerful type of message:
Use Segmentation to Message the Right Users
Dots leveraged dynamic segmentation to use the customer insights at their disposal to make sure the right customers were getting the right IAM. For instance, customers who completed a certain number of levels in the game would receive a specific promotion within the app. This way, Dots could ensure their messaging was customized to each user’s experience in the game.
Prioritize the Customer Experience
As part of their in-app messaging strategy, Dots took advantage of deep linking to allow interested customers to quickly click to the correct purchase page after deciding to convert. This tool made it possible to significantly reduce the risk that purchases were being abandoned because of confusing pathways. Tapping a message and finding yourself dumped on an app’s main page with no idea how to find the sale you were offered makes for a bad user experience—and makes it a lot less likely that a purchase is actually completed.
Deep links are just one way brands can make their IAMs engaging and actionable. Choose what works based on the conversion event you’re going for. For instance, maybe you want to point users toward an article on your website. In that case, a quick slider at the top of the screen is a great way to get users’ attention in a low-key way. It’s all about putting the customer experience first—and then working backwards to identify which tools and tactics can support better experiences within your app.
Keeping a Close Eye on Performance
Do your IAMs actually lead to the conversions that matter for your business? Using conversion and purchase event tracking is a great way to monitor the results of this messaging. As you pore through the data, you might find you want to segment for users who’ve never made a purchase before. Or you might realize that using a full-screen in-app message is a better way to drive users toward a purchase.
For brands using Braze, one smart way to get more out of your in-app messaging campaigns is by leveraging the Braze platform’s native reporting tools. Not sure where to start? Consider using Braze Report Builder to easily measure and compare the results from multiple campaigns in a single view directly within Braze, allowing you to better understand which engagement strategies support your KPIs. If you want to dig deeper, try Braze Funnel Reports—this feature makes it easy to visualize and plot out different user actions after someone receives an IAM campaign, allowing marketers to optimize outcomes wherever they see drop-offs.
Looking to learn more about how your team can use IAMs to drive conversions? Check out our In-App Message Guide and get the scoop on all things IAM.