classifieds-success-story

 

User activation is of utmost priority to this classifieds heavyweight in the DACH region. Indeed the app of this classifieds service allows end users to find businesses they are looking for. And the classifieds service has a vested interest in having as many users as possible use the app as often as possible.

Though traditionally printed out in yellow phone books, the directories of this classifieds service are available online and importantly, in a smartphone app. 

This classifieds service works with the AARRR framework – user acquisition, user activation, retention, revenue, referral.

 

Increase user activation upon app download

The team wanted to achieve one specific result: increase user activation, i.e. the number of users that launched the app upon download. (This step is the “activation” phase in AARRR framework.) Indeed, the numbers showed that too many users were downloading the classifieds app to never even open it or use the service.

 

Send a flow of push notifications over a 12-day period

The classifieds’ strategy to achieve a boost in user activation was the following: set up a smart flow of valuable push notifications to users who newly installed the app and hadn’t yet signed into it. The idea behind the campaign was that sending out a well thought out flow of notifications to users would boost app activation. So what do the numbers say?

As soon as a user targeted by the campaign signed into the app, we (automatically) stopped the campaign for that specific user. The campaign for that user would be deemed a success. Also, each message was A/B tested and the entire workflow of messages was tested against a control group (5% of the total audience size) that didn’t receive any messaging whatsoever.

Here is how the push notifications workflow for this user activation campaign played out. A user only received a notification if he hadn’t yet signed into the app.

Day 0: A user installs the classifieds’ app
Day 1: The user receives a push notification. He is thereby reminded to sign into the app with an incentive to bookmark searches.
Day 3: The user receives a second push notification. He learns about hot deals from shopping centers and local businesses in his area. He also discovers that these deals are available in the app.
Day 5: The user receives a third push notification. He reads about the search capabilities of the app, i.e. better and faster search.
Day 8: Repeat of the message on day 3. Hot deal alert.
Day 10: Repeat of the message on day 5. A reminder of the app’s capabilities.
Day 12: Repeat of the message on day 1. Back to square one, a reminder to enter the app.

 


Are you certain app downloads translate into app users? Launch user activation campaigns.

[Image: Contact one of our experts on notifications in Android Wear 2.0]


 

Global results: campaign 73% vs control group 22%

The results of the user activation campaign were astounding. As you can see in the heat map below that represents opens of the classifieds app, users entered the app more than expected on days 3, 5, 8 and 10. These are precisely the days when push notifications were sent out to users who had not yet opened the app after downloading the app. Further, again in the heatmap below, another way of seeing it is that days 2, 4, 6, 7 and 9 saw particular low app open performance (stronger shades of orange and red), which are the days when users were not sent any push notifications.

user-activation-days-with-and-without-notifications

Sign-ins over 12 days

 

Day by day results

On day 1, with the 1st push notification:
App open rate of the control group (excluded from the campaign for testing purposes): 6%
App open rate of the targeted audience: 21%
With just 1 push notification, more than 1/5th of the audience was activated.

By day 3, with the 1st and 2nd push notifications:
App open rate of the control group (excluded from the campaign for testing purposes): 11%
App open rate of the targeted audience: 37%
With just 2 push notifications, more than 1/3rd of the targeted audience was activated.

By day 5, with 3 push notifications:
App open rate of the control group (excluded from the campaign for testing purposes): 15%
App open rate of the targeted audience: 48%
With 3 push notifications, close to half of the audience that had “forgotten” about downloading the classifieds’ app has now been activated. Furthermore, among those who didn’t receive any notifications, a mere 15% of users remembered about the app.

Day 8, with 4 push notifications:
App open rate of the control group (excluded from the campaign for testing purposes): 18%
App open rate of the targeted audience: 57%

Day 10, with 5 push notifications:
App open rate of the control group (excluded from the campaign for testing purposes): 20%
App open rate of the targeted audience: 65%

Day 12, with 6 push notifications:
App open rate of the control group (excluded from the campaign for testing purposes): 22%
App open rate of the targeted audience: 73%
With 6 push notifications, a whopping 73% of the targeted audience, almost 3 out of 4 users, have ended up entering the classifieds’ app that they had “forgotten” about. Whereas barely 1 out of 4 users that didn’t receive any reminders ended up by signing into the app.

 

user-activation-app-opens-over-12-days

 

The user activation campaign allowed +51% pts. of user retention

This classifieds service has seen significant positive results with its user activation campaign. Indeed, of the users who downloaded the app and didn’t sign into it on the very first day, 73% of users signed into the app thanks to 6 messages over a 12-day period. Whereas only a mere 22% of users did so if they didn’t receive any messages whatsoever.

Furthermore, results started to show in under 24 hours. Those in charge of mobile marketing at this classifieds service and 360dialog collaborated fast and were reactive. Thus allowing positive results in a short time frame. The teams made necessary data-driven, ad-hoc adjustments within hours.

If you want to know more about how you could set up similar user activation campaigns with the 360dialog team, just give us a call. We’ll be happy to discuss your specific situation.

 


Are you certain app downloads translate into app users? Launch user activation campaigns.

[Image: Contact one of our experts on notifications in Android Wear 2.0]