Engage and Retain Users Across Web and

Mobile EHREN MAEDGE

@Kissmetrics

#KissWebinar

@thuelmadsen

Thue is the Kissmetrics Webinar Wizard and Marketing Ops Manager. Before joining forces with Kissmetrics, he was a Lyft driver in SF, which is also how he ended up as a Kissmetrics marketer. Whenever Thue is not trying to

automate everything around him, you can find him hiking in the Sierras or climbing at the local gym.

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

Ehren is the VP Marketing at MoEngage, a user engagement and retention solution provider. Ehren

interacts with marketers and growth hackers regularly to help them drive more value from their user base. Ehren

is into building things - from furniture to awesome marketing campaigns.

EHREN MAEDGE VP of Marketing, MoEngage

@maedge

@moengage

#KissWebinar

@maedge

WATCH WEBINAR RECORDING NOW

Web Site + Mobile Site + App =

I wonder what my users are doing?

Web Site + Mobile Site + App =

Mobile Apps

Web Sites

Engage your usersMobile Web

1 What channels of communication are available ?

2 How do you optimize those channels?

3 What approaches work and how well?

OVERVIEW

Many results will be approximate on purpose

PERSONALIZATION

Personalization Paul

I’m here to pump your campaigns up.

PERSONALIZATION

engagement with generic messaging is 28%

engagement with messages that are triggered by user actions

achieve 56%

COMMUNICATION CHANNELS

push in-app email web push

PUSH NOTIFICATIONS

15-40% CTR

BOOSTING PUSH OPT-IN RATES

32% 50%

BOOSTING PUSH OPT-IN RATES

GO BACK TO USERS WHO DIDN’T OPT IN

10%

IN-APP MESSAGES

EMAIL

25% CTR 10% CONV

BOOST EMAIL OPT INS

10%

DRIVE HIGHER LOGINS

WEB PUSH NOTIFICATIONS

https://blog.kissmetrics.com/website-push-notifications-for-ecommerce/

ADVANTAGES OF WEB PUSH

•New, shiny object

•Easy to get started – setup within a few minutes

•Take advantage of the app push experience without building a mobile app

•Delivered to users even if they are not on your site or the site is not open

•Faster, easier opt-ins compared to subscription lists

•Higher opt-ins compared to emails and lower opt-out rates.*

•Control and customization – custom notifications for segmented users.

•Better deliverability over email – no email filtering

*http://coschedule.com/blog/web-push-email-marketing/

“She use what she got to get whatever she don't got”

-Salt-N-Pepa

USER VS. DEVICE/CHANNEL

EXAMPLES

ASSUMPTION

LOG IN WITH GOOGLE

Start Your Free Kissmetrics Trial

CLEARTRIP

45 out of 100 clicked

8 out of 100 booked

CLEARTRIP

20 out of 100 booked a room

CLEARTRIP

pushemail web push

emailpush

emailweb push email

MARKETPLACE FOR CLOTHES, FOOTWEAR, ACCESSORIES

CTR$50%

%%%%%%%%%%%Conv13%

Day)1

Day)2

Day)3

Day)6

Day)5

Day)4

Start Accepting Online PaymentsConfigure your Instamojo account for receiving online payments in 3 simple steps

Promote your Shop with FeedFew tips to get you started to get more leads

Get the badge for successBe a responsive seller!

CTR20%

%%%%%%%%%%%Conv$12%

CTR$18%

%%%%%%%%%%%Conv3.4%

CTR$21%

%%%%%%%%%%%Conv$25%

CTR$21%

%%%%%%%%%%%Conv$24%

CTR$21%

%%%%%%%%%%%Conv$30%

Build a Beautiful Online StoreAn attractive store front can go a long way in attracting buyers!

Customize each sale the way you want itConfigure your payment & delivery for each order

Attract more buyers by creating offers in 3 simple stepsCreate limited time offers with Time Bound Offers

ONBOARD USERS MORE EFFECTIVELY

Trigger message IF the user

Open Product display page

Hi {First Name}We noticed you’re interested in XYZ product. Why don’t you go ahead and make it yours? Hurry!

IF#

Has not executed

AND

Buy

Engagement: 32%

BROWSED PRODUCT BUT DIDN’T TAKE ACTION

Trigger message IF the user

Favorites a listing

Hi {First Name}We noticed XYZ product is in your favorites list. Why don’t you go ahead and make it yours? Hurry!

IF#

Has not executed

AND

Buy

Engagement: 33%

MOVING ITEMS OUT OF WISHLIST PHASE

Trigger message IF the user

Open Product display page

Hi {First Name}We noticed you’re interested in XYZ product from ABC seller. Would you like to follow ABC to receive updates about their products?

IF#

Has not executed

AND

Buy

Engagement: 26%

PROVIDE A VALUABLE SERVICE

Trigger message IF the user

Favorites a listing

Hi {First Name}Hi, you liked the products from XYZ Seller. Follow the seller now to get constant updates!

IF#

Has not executed

AND

Buy

Engagement: 35%

ASK FOR MORE ENGAGEMENT

PurchaseBrowse Add to Cart

100 100 100

DRIVE PURCHASE BEHAVIOR

PurchaseBrowse Add to Cart

100 20 10

DRIVE PURCHASE BEHAVIOR

Don’t leave that shopping cart!

Maybe consider a purchase

PurchaseBrowse Add to Cart

100 20 10

DRIVE PURCHASE BEHAVIOR

PurchaseBrowse Add to Cart

100 30 10

Free shipping off your entire

purchase today with code FREE

DRIVE PURCHASE BEHAVIOR

PurchaseBrowse Add to Cart

Free shipping off your entire

purchase today with code FREE

Along with those pants, check out our new arrivals in

shoes

100 30 10

DRIVE PURCHASE BEHAVIOR

PurchaseBrowse Add to Cart

Free shipping off your entire

purchase today with code FREE

Along with those pants, check out our new arrivals in

shoes

100 30 20

Share your new outfit with a

friend

DRIVE PURCHASE BEHAVIOR

SNAPDEAL

72% increase in referrals

75% increase in referral sign ups

HAPTIK

17% users reactivated

SUMMARY

•There are many channels but keep focus on the user

•Keep your communication personal and relevant

•Test like crazy

Good luck engaging and retaining your users!

EHREN MAEDGE VP Marketing, MoEngage

@maedge

ehren@moengage.com

THUE MADSEN Marketing Operations Manager, Kissmetrics

@ThueLMadsen

tmadsen@kissmetrics.com

Questions?