Here at 360dialog we have seen again and again in our day-to-day experience working with customers that healthy numbers of users entering a well-conceived funnel might not equal satisfactory conversion rates.
While I have personally seen many iterations of this problem, today I would like to present a specific case where I have been very pleased with the results and I learned something new in the process.
One large App in the Classifieds space was experiencing a rather high drop off rate on their three-step funnel that required a solid strategy to be tackled successfully.
After reviewing the funnel attrition numbers and the funnel, our team decided to track each one of the three steps to measure where users most often dropped out and became disengaged;
Once this assessment process was done we defined and set up a dedicated communication via Push-Messaging or Push- & InApp-Messaging which worked as follows:
- Users who stepped out of the funnel received a message within a given timeframe;
- This timeframe was not arbitrary selected: we fine-tuned it by conducting different sending times after the funnel was aborted.
The results we achieved I could describe as unreservedly positive:
- on average, +20% users who had abandoned the funnel could be converted to a transaction;
- the users leaving at step two were the users who could most effectively be converted;
- the most successful timeframe is not the one immediately after the abandonment – what we have seen working better was the 1+ hour and even later depending on drop out time.
The take-away lesson from this project could be summarised as follows:
- Users who have abandoned the funnel are by no means lost! By delving into the data and implementing the right reactivation and conversion communications they can be successfully re-engaged;
- Users linked directly to the point of conversion respond better and have an overall higher conversion rate;
- Test not only the message, but also the delivery time: leave your users the time to do whatever they had to do that interrupted them in the process of going through your funnel.
While we have been seeing more and more the difference of time-optimised communication can make (as I have also written in this post), this particular project allowed me to test again the importance of finding just the right timing for each kind of communication.
Think about your reactivation communication as a gentle poke and the users will perceive this communication as relevant and respond positively to it.