This post is part of our series of articles from the App Promotion Summit 2013, taking a closer look at the event’s speakers and bringing you the key points from their talk. Take a look at our round-up of mobyaffiliates coverage from the event.
Paris-based AD4Screen runs a specialist platform for performance-based mobile marketing campaigns. The company’s AdPerf technology lets users track in-app conversions per source and allows them to optimise budget allocation, while the Ad4Push tool delivers push notifications for multiple OS and in-app messages. Ad4Screen’s clients include Orange, Disney and videogame developer Capcom.
App Promotion Summit: AD4Screen on App Engagement
AD4Screen‘s co-founder Patrick Mareuil’s talk on app engagement was full of practical advice on using push notifications and alerts to keep your users active. Here are the key points from Mareuil’s presentation at App Promotion Summit 2013:
- Firstly Patrick points out that engagement and loyalty criteria has a very real impact on your Google Play rankings (and perhaps on the App Store too). Google Play is influenced by how many installs and uninstalls your app gets and on the frequency of usage over a 30 day period. Patrick therefore says if you’re not trying to engage your users immediately after acquiring then it’s “suicidal.”
- Ad4Screen specialises in push notifications, so it’s no surprise Patrick sees them as a crucial tool to increase app loyalty. There’s some good numbers backing this up. Ad4Screen looked at data from Price Minister‘s app and found Android push notification recipients were 1.7 times more active than non-recipients, while iOS users were 2.2 times more active. This, Patrick says, has a huge impact on frequency of use and ultimately on revenues.
- According to Ad4Screen’s research, even if a user has only seen a push notification – and has not clicked it – there’s still a 33% increase with in-app purchase rates. If you click the notification then you’re four times more likely to purchase.
- Patrick also highlights the different types of push notifications. Multicoloured messages are a bit more flashy and get noticed more. Developers can also use deeplinks to drive users to a more relevant section of the app (rather than just bringing them to the home page). There’s also rich push notifications, which can take users to a unique HTML5 overlay within the app once they click.
- In app messages are also an important tool to drive engagement. Patrick says in-app messages, which can take the appearance of banners or interstitials, are heavily under-used by iOS developers and can be deployed to help users discover new features inside apps. He says they’re great for building relationships and give you the same targeting capacities you have with push messages, so you can talk to specific segments of your userbase.
- Testing and analysing data was a big theme at the App Promotion Summit and this is no different when it comes to push notifications. Patrick underscored the importance of a/b testing, saying push messages are “very reactive”, so you can deploy tests and change messages quickly. Patrick says you need to get as much data as possible on users and give them the option to choose what kind of messages they receive. For instance, he gave the example of a French retail app, where users could choose the type of sales they receive, making sure any offers were relevant to their tastes. This campaign had response rates of over 10% – double the rate of regular sales pushes.