How to Engage App Users at the 4 Stages of Product Usage Lifecycle

mobile-engagement-strategiesThis guest column is by Anand Jain, Co-founder at CleverTap.

The app economy today is fierce. There are more than 30 million mobile apps collectively on Google Play Store and iOS. With multiple apps for everything, getting your app discovered and downloaded is only getting tougher. Driving engagement and growth retention are the prime concerns of any app developer, provider or marketer.

Mobile marketing is all about leaving behind the old school marketing tricks and strategizing to act on the mobile moment of a user. To reach out to a user in the mobile moment, marketers need to know the user’s exact position in the product lifecycle. Marketing to the mobile audience is mostly about being there at the right time when users can be lured into making a purchase.

A user goes through several mobile moments in a product lifecycle before he converts into a buyer, for e.g. need of a product- finding the product- exploring the options available- closing down on the desired product- buying it- repurchase/review/recommend.

Mobile marketing automation uses software to execute, manage and automate mobile marketing tasks and processes.  

Listed below are the four stages that a user undergoes though a product lifecycle.

  • Installing App
  • Finding/ Viewing Product
  • Add to Cart/ Wish list / Share
  • Purchase

Marketing efforts can be targeted according to the user’s position in the product lifecycle.

  • Advertising App to drive downloads
  • Push notification about relevant or searched products
  • Notifications about availability of products or services searched
  • Discounts/ freebies / offers available on products in cart/ wish list

Knowing which phase the user is, in his product lifecycle helps target relevant and result-oriented marketing efforts to enhance user engagement. Data driven analytics will aid target marketing efforts where they are needed the most. Let us further understand how to deal with users in each of above mentioned stages of a product lifecycle.

Installing App – Each and every user who downloads and installs your app will not necessarily convert into a customer and make a purchase. Bombarding them with discount offers and codes won’t yield the desired results. When a user downloads your app, your job, first is to ensure that the user is comfortable with it, simple in-app message (or multiple in-app messages) to showcase where everything is will help user engage with the app better.

Finding Products – If a user is not impressed by the UX or spots any technical glitches in the app he would uninstall it before reaching this stage. If the user hasn’t done that chances are they he/ she will come back to your app to explore it further. It is important to derive insights from user behavior, what category/products they view on your app to gain a broader insight of what they are here for. Ideally 3-5 days after installing the app you will be able to build actionable insight. A personalized email campaign will be helpful at this stage.

Add to Cart/Wish list – Adding a product to cart or wish list, or socially sharing it is a strong sign that the user would really like to buy that product. This is the right time to send out a personalized email or push notification that would motivate the user to buy the product. If a certain product has been lying in the cart for a while, offering a discount or some other incentive might lead to conversion. This is the time to act on the user moment and hard sell.

Purchase – Purchase/conversion would seem to be the ultimate goal of all mobile marketing campaigns, but that is not where it all ends. This is the phase where you learn from the user’s journey and the culmination of his product life cycle. A lot of complex data science is involved to recommend a category of products or predict your next purchase.

Have you developed any effective user retention strategy? Do share in the comment section below.

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Disclaimer: This is a guest post. The statements, opinions and data contained in these publications are solely those of the individual authors and contributors and not of iamwire and the editor(s).

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