Today we are going to talk about how to execute, measure and learn from a standard use case with proven success: the Feature Reminder. What’s this? We implement this type of use case to explain key in-app features to new users (onboarding phase) or reminding users of an unused feature (retention phase).
Sometimes your users need help discovering the full functionality of your app. When communicating with your users, valuable and relevant content is key. A friendly Feature Reminder campaign is great for pointing to the value of your app while being helpful, not annoying.
Emphasizing the value of the app by explaining a feature has positive effects on engagement, retention and helps strengthen your relationship with your customers. On average, apps lose 77% of their Daily Active Users in the first three days after install (source: Quettra) – very few apps actually survive on the customers’ device. This points to the importance of giving the user a good experience in the first few days and the necessity of good onboarding and proper explanations of app features. An engaged user will be far more valuable in the long run than just an “install”.
We have seen great success with a lot of our customers who run Feature Reminder campaigns, but there is a lot more to it than standard metrics like click through rates. Below is an example of how we test, measure and take action based on data we collect.
What: Feature Reminder
We set up this ‘Feature Reminder’ campaign for one of our customers to drive awareness of a feature that had not been used. In our case, users have been making in-app searches, but have not used a bookmark feature that will greatly improve their app experience. Who doesn’t love a bookmark? Additionally, this is a milestone in the customer journey that should lead to a truly activated user. So to move your users through the funnel, you provide value by making a search as easy as possible.
How: In-app message
In-app messages are a great channel for pointing out features in the app because they have the appearance of being part of the app experience. They are less intrusive than a push message and can also target users who might not be opted in to push. An in-app message can either be triggered while the user navigates through the app, or the next time they open the app.
Why: Testing means learning
It’s good to get started testing use cases, so you can start learning from your users. We set this campaign up for a customer as a test, but in the first week saw incredibly positive results in the conversion rates. It is never enough to just measure the click through rates for a campaign, but also conversions.
When measuring conversions, we must ask ourselves what goal do we want to achieve? For this particular campaign our conversion rate is the percentage of users that actually use the feature after the in-app message was displayed to them.
But it does not end there, performing an analysis of user behaviour compared to the control group is important if you want to measure the effect of the campaign. The control group are users who receive no communication from the 360dialog platform. Having a segment of users who receive zero messages from your app is very important, so you can benchmark the success of your campaign(s).
We found that users who did not receive a reminder to use the feature convert at around 4% (benchmark). Users who received our Feature Reminder campaign, convert at around 8%. With these conversion rates in mind, we can calculate an average uplift of 100%.
We ran this campaign daily, so we can see that some days perform better than other. On one day, we even saw an uplift of over 200% over the control group. So by pointing out this feature to users, we are helping them discover the feature faster, but also emphasizing the value of the app and improving the user experience.
Remember: Without the control group, it is difficult to truly understand the effect your campaign and learn from your findings.
A feature reminder campaign is a great example for providing value to your customer and helping them discover the benefits of you app. If you need help setting up a similar use case, a control group, or if you want to know more about how to best engage your users, please get in touch!