How to Foster User Engagement with Mobile App Users Segmentation?
It’s not long ago, just about a few years back, when as soon as any message hit the screens of the mobile app, at least 60% of the users read it. But with passing time, the customer-driven era has ushered and a twist came into the story, that’s the users won’t even take a quick glance at such messages.
Yes, the game of sending generic messages is over. It won’t work anymore.
Presently, the customers anticipate getting the customized message relevant to their demographics, interests, and behavior. It’s comprehended well by all the app reneurs who wanted to grow the app downloads by manifolds and that’s why they are boarding the journey of crafting personalized messages.
But, creating personalized message is not an easy task. Actually, segmenting the tidy group of users, which is the most important for app marketing with personalized messages is a real pain. Heck! Many brands go wrong when it comes to breaking the app audience.
Puzzled how to go about it? We have outlined a few things that will help you to group the user profiles intelligently for better segmentation of the app users and empowered communication with the masses in a tailored way. They are:
GPS comes installed on every smartphone that customers use and thereby you have the real-time location details of the users. Segment the messages based on the customer’s locations and send specific messages to the customers.
For instance: you can send a push notification to the users living in San Diego regarding a special discount you are offering at the stores in San Diego or invite the customers of Las Vegas at the grand opening of your another store in the same city. These messages not just influence the customers but bringing them closer to your brand in person.
If your app is targeting the global audience, then nothing is better to intrigue the customers than speaking about them in their native language. With customer profiling, you can easily get to know the language and then segment the customers based on the language type. However, it’s a bit advanced feature, but the results are reward worthy in a true sense.
The messages in distinct languages add a personal touch to the customers of different culture and make them feel like your brand is directly communicating with them.
Tracking the users’ actions and browsing behavior within the app is a piece of cake. The app interactions can be anything, based on which a new segment of the users can be created and a custom message can be sent to the customers accordingly.
For instance: for a “new customer” segment, as the customer downloads the app, an in-app notification can be sent as a welcome message or illustrate the customer about the app’s navigation. For a “reward redemption” segment, when the customers redeem the points accumulated, a notification stating- “thank you” can be sent to them.
Actions Initiated, but not Completed
Every time, as customers log in and browse the app, it’s not necessary that they complete the action. It indicates the customers have shown some interest in an event but left due to some reason. Here reminding the customers to complete the action may not just improve their engagement, it could go a long way into increasing the conversion rate as well. Such customers can be put in the “inaction” segment to motivate them to complete the action.
For instance: when a guest customer started the Signup process, but won’t fill the registration form completely. In such an event, sending a push notification to the customers to complete their Signup process and get the benefit of first time purchase may bring them to the store again.
Finally, customers bought something from your store. That’s great! But, retaining the customers and keep them engaged in shopping is also important. Collect the data and create the user profiles based on the frequency of the purchase, the volume of purchase and the amount they spend on the purchase. Consider these profile attributes to segment the customers and keep a hold on them.
For instance: “Abandoning a purchase” is a great segment from which the retail industry is mostly suffering from, so send a push notification to the customer to remind them the stock for the materials that they have added to the cart is selling out fast. The customers, who are making the purchase of $1000 monthly, can be offered a special privilege and VIP deals.
Not all the app users browse the app for an equal amount of time to gain the information or buy the products. The frequency of the app usage and the total time that users spent on the mobile apps vary by a large amount, and when the relevant notifications are sent to the users based on the app usage, it certainly entices them. Different segments of the users can be created with different levels of app activity performed.
For instance: the frequent users can be engaged with loyalty rewards, occasional users can be involved with a new arrival in the store and seldom users can be brought again by notifying about new features added.
This is the brilliant idea where the target audience can be reached at the right time with the right message, and make the customers end up buying something from the store. The birthday, anniversary, engagement and pretty more can be used as a great asset to segment the app users.
For instance: from the user’s social profiles, you can easily gain the data from their timeline when they have changed the relationship status from single to married, and based on the information, send them a notification a few days before their anniversary to surprise their better half with a gift along with a couple of options for the gift.
Points to remember
- Don’t segment too much to reach the extremity as more attributes lead to confusion and instead of engaging the users, drift them away.
- Testing is a must. Remember, the users are dynamic in nature. Their behavior and preferences get change with time, so keep testing the strategy and the attributes you are using to engage the users.
The final thoughts
Segmenting the app users based on the demographics, behavior and social data is a roadmap to improve the user engagement, conversion rate, and the bottom line. Without any doubt, it helps you connect with the customers consistently, build a trust and uplift the engagement with your brand. That’s all that you want, so, go for it!