In mobile engagement, campaigns and messaging need to align with the customers’ need for consistency. A good in-app experience joins the messages they see and with experience they have inside your app.
But, because Product and Marketing have specific functions and different systems, silos can form. This can hinder your app’s progress.
When your Product and Marketing teams collaborate within a single platform, the results are tangible. In the previous blog in this series, we discussed ways to improve operational efficiency. In this article, we’ll explore how eliminating silos and disjointed solutions helps your app grow at a faster rate.
Aligned testing and access to the same data
If your teams have access to the same customer data, they can work together to take a holistic approach to the app’s user experience.
They’ll all have the same info for analysis. This way, they can align their efforts to get better insights and learnings through testing. And the result is improved operational efficiency and increased revenue.
Smallpdf once used different solutions for their A/B testing, analytics, and lifecycle marketing needs. Because of this, syncing data between the various systems was a challenge.
Once they switched to one platform with all three capabilities, they saw immediate results. And they were able to dedicate their work to new features instead of maintenance issues.
Segmentation for personalized messaging and experiences
With data in one place, your teams can use the same segmentation across the entire user journey. You can use the same segments for testing, campaigns and messaging, and tailoring the in-app experience.
In addition, remote configuration can help teams deliver a more personalized experience. They can turn different features, messaging, and campaigns on and off without modifying code.
This allows for journeys customized to different segments. Customers will only see the features, messaging, and UI elements most relevant to them.
How to collaborate across the user journey
What does Marketing and Product collaboration look like? Here, we’ll go through some different applications at each step of the customer journey.
Onboarding
Marketing and Product can ensure that their messaging aligns with the customers’ first app experience when new users sign up for your app. It’s an excellent opportunity to help new customers understand your app’s value and how to make the most of it. As you better engage users from the get-go, they’re more apt to return.
Re-engagement
Product focuses on creating a user experience that aims to keep people using the app. Meanwhile, Marketing works to engage users to keep them coming back. Working together, they can re-engage customers as usage starts to drop off. Segmenting by recency and frequency can help you identify which customers are at risk of churning.
Upgrade and upsell
They can collaborate on pricing and packages. They can ensure consistent messaging and flows personalized to the user’s behavior. For example, you can show different pricing or offers to VIPs and non-VIPs based on previous purchases or preferences.
New content and product updates
Product and Marketing can ensure updates are communicated to highlight their value and benefits. Also, features can be tested to align with the user’s experience within your app.
Benefits of using a unified platform in your industry
Having a consolidated platform for different functions can be useful to your app, regardless of industry. Let’s review some real-world examples and results.
A comprehensive understanding of customers for advanced targeting
With a single profile for your customer data, you can see their engagement and behavior within your app. This information can help determine effective ways to target them with behavioral-based messaging. With this, customers get real-time personalization that adapts to their unique user journey.
Mobile games ranked top 5 in the App Store’s free category
Pixelberry used A/B testing for a promotional campaign offering free currency during their weekend launch. With this feature, they could time and track the effects of the campaign’s release. Because of this, they ended up ranking in the top 5 in the free game category.
Increased subscription app conversion by 15%
App Annie wanted to test their app onboarding experience while ensuring that their changes would improve the product. They set up A/B tests with user segments to get comprehensive insights into their large customer base. This allowed them to optimize onboarding to get a 15% increase in conversion rate.
On-demand and mobility apps reactivate 27% more customers
Via used advanced segmentation for targeted campaigns with relevant content to retain users. Using segmentation and A/B testing, they were able to bring back 27% more users who continued using the service over the next three or more weeks.
Mobile retail and finance apps increase customer engagement
Afterpay used interaction data to create personalized, multi-channel experiences for their customers. They wanted to scale connections and revenue by helping users move from registration to onboarding and purchase.
Fostering better outcomes through integration and collaboration
Your messaging and in-app experiences should align to give users a consistent experience.
Product and Marketing teams can work together to plan and test for a seamless customer journey.
One platform can help your teams work together to design, test, analyze, and iterate on the entire user experience. This enables them to maintain a cohesive experience, bring value to your users, and improve engagement and retention.
Looking to learn more? Explore some of these additional resources:
- Watch our APS London session, More Than Just Messaging, to see how to deliver personalized experiences across the user journey.
- Get insights on personalization in our Data Science Reports for Subscription and Gaming Apps.
- Watch the APS Berlin discussion panel for more ideas and real-world examples of personalization in CRM strategy.
- See case studies showcasing apps using Leanplum’s all-in-one platform for mobile engagement. Check out Pixelberry, App Annie, Via, and Afterpay.
- Take our Product Tour to get the inside scoop on how the Leanplum platform works for you.
- Schedule a complimentary personalized Product Demo to see Leanplum in action.
