For some reason, we all need to feel special. Maybe it’s the nature of us humans. That said, we often make decisions based on psychological triggers rather than logic or common sense. And good marketers and product guys know how to play with those triggers of ours in order to force us into making the “right” decisions. Is that good or bad for us? Opinions might differ. But that’s not the question. Let’s look at this from the product people’s perspective and see how they use different techniques to drive higher app engagement.
Personalization is the process of making the user feel special. Why? Because users are all humans. And they like everything that makes them feel special: such as handpicked newsletters, customized in-app messages and push notifications, customized onboarding, personalized interfaces. Basically, they like everything personalized. Again WHYs?
Because humans love to communicate with humans. Remember what Aristotle said about the human nature?
“Man is by nature a social animal…”
We don’t like talking to a robot. Well, OK, we do talk to robots or get messages from them on a daily basis. That’s understandable. What we really hate is the realization that we are communicating with a robot. So, we want to get our daily dose of personalization. For our peace of mind maybe.
Whatever the reason, personalization is key to getting engaged customers, users, buyers. Whoever!
So, as a product guy, there are a few things you can do to drive app engagement through personalization.
Show your users that you understand them
Oh, wow, this sounds too broad, right? But the whole thing about understanding your users is in getting to know them better. For this, you can segment your users, try to find patterns in their behavior within your app. Once you do this, you can start responding appropriately by creating the right atmosphere for them to become more engaged and happy with the product. There are several different tools in the market that enable you to analyze user behavior and improve accordingly.
Inapptics is an in-app analytics platform that helps measure your app’s UX, analyze user behavior, get notifications about crashes and errors, see where the users like to tap more, which screens they visit most frequently etc. This is a whole lot of data that can help you decide which way your personalization efforts should be directed to.
Pick the right time to talk to your users
By “talking” we mean showing banners, asking to take part in surveys, sending in-app messages. But these all should be planned ahead and should respect the reason your user opened the app. All the above-mentioned ways of communication should only provide value and appear at the right time and in the right place.
Provide contextual content
Content is KING. We all have heard about it a hundred times already. Contextual content is paramount! By this, we basically mean the content that takes into account the point a user has reached in their journey as well as their demographics, interests, location and more.
One cool example of good contextual content is gamified in-app messages. Let’s imagine that you have already performed the aforementioned actions. That is you have segmented your users based on their usage patterns. So, you now know who your most active users are or how much time your users are generally spending in your app.
So, you can choose the best time to send personalized gamified in-app messages to your most active user segment. For example, you might offer a few of your loyal e-commerce app users to provide reviews about the products they have purchased in order to get say 10% discount on their next purchase.
This is just an example of how gamified messages work. They can make your user feel as an integral part of your app’s community. And that would be pretty awesome, of course!
Another example of awesome contextual content is reminder push notifications. Let’s imagine, you have a video app where users watch and rate/recommend all kinds of videos. Once you notice that a segment of previously loyal users has stopped visiting your app, you can send them a reminder push. It can be something like this:
“Hey Josh, you have not visited us lately and we have been missing you a lot!”
“Hey Josh, we have picked an exciting marketing (the topic can be anything based on Josh’s preferences) video for you. Check it out!”
App engagement is a really big deal in this ever-growing app industry. And we all know that user retention is highly dependent on user engagement levels.
So, make sure to try out these personalization techniques. You can think of many others, too. As a rule of thumb, users love when contacted directly. So make sure to include their names in your messages. And remember, you are free to experiment. Always!