“A bird in hand is worth two in the bush” and rightly so for businesses In an overcrowded app market where there are approximately 10 prominent apps competing in every segment, app capability is certainly no more the differentiator. Hence unless you are the Googles or the Facebooks of the world, you are always at the risk of losing out to your immediate competitor. In order to preserve market share one needs to employ better in-app engagement and retention techniques to keep bringing users back and increase their lifetime value.
Push Notifications had long been the app marketer’s darling and lately there is a new kid on the block i.e. in-app messaging. While Push Notifications are a way for you to playfully nudge your users, getting them to open your app, in-app messages are media-rich messages that you receive in the app. Together the two play a huge role in an app’s user retention efforts.
We have been building Messaging capabilities in mobile apps for a while now, and have seen various use cases of Push Notifications and In-app Messages working in tandem to engage and retain users. In this article we would unveil 8 unique and innovative ways of using these two communication channels:
- Onboard New Users: Your onboarding experience is the user’s first interaction with your app, getting it right . Help customers navigate from one process to the other: such as creating an account, watching help materials etc. This would make your users familiar with the lay of the land for ease of use and navigation.
- Help Users discover features: In a feature rich app, users might be missing out on the feature they need i.e. the one that would boost engagement with your app. A friendly nudge while they are on the app, asking them to check out a certain feature might just help them discover their favorite thing about your app.
- Show off what’s new: Announce New Features to users: Take advantage of the worthy moment when the user is in your app to announce a major new feature and encourage them to take it for a spin. A good practice is to let them dive right into the new feature via a CTA button, making it easy for them to try it out.
- Help retain Lapsing customers with customized offers: Often when users go dormant and are inaccessible by traditional modes of communication like email or push notification, in-app messaging with a suitable offer can be used for retargeting. This is because in-app messages are triggered when the user is actively using the app and data suggests in-app messages .
- Personalized Upsell and Cross Sell Messages encouraging purchase: Companies have always looked for avenues to win a customer’s heart (and wallet) and one such technique is by offering personalized recommendations and up/cross sell offers. One way is to use a customer’s purchase history to suggest additional items and while someone does so, it is important to consider factors like apt timing to contact and the customer’s price sensitivity.
- Transactional In-app Messages for user satisfaction: Transactional in-app messages does a great job at giving users peace of mind that their conversion action is completed. It is advisable to take it further with a CTA since data suggests that
A good example is sending users in-app messages confirming their reservation, with an option to add it to Google Calendar. This way your app weaves into the user’s everyday life, increasing the likelihood of them becoming power users.
- Sharing important information and making major announcements: Right information at the right time can delight your customers beyond imagination and make them loyal to your app. Although it can’t be good news every time, but upfront transparency is better in cases where user experience can be negatively impacted later on. For example while Google Maps tells you if a faster route has become available and gives the option to accept a change, Uber notifies users about price surges beforehand, and also when prices have dropped.
- Encourage Social Sharing and Building Brand Advocacy: The key here is to show messages to the right people at the right time with the right copy. The purpose is to graduate active app users into brand ambassadors by encouraging them to rate your app or by endorsing the “Sharing is Caring” philosophy asking app users to share content from your app on Social Channels.
Do you use In-app Messaging? If yes, how and if not, why? Tell us in the comments.
On demand services has grown from a puppy to a strong and resilient animal in less than a decade. Unique startups with the ability to adapt and customize have mushroomed across the globe. The central reason of compounding growth of this industry is the smartphones. Smartphones have allowed humans to meet their innate desire of immediacy. Mobile apps has become the primary destination to find any service, solution, information and what not!
Today, whether you want to book a Taxi or want to book an appointment with a doctor, or maybe you are looking to get your favourite burger delivered at your doorstep, it can all happen with a few taps on your mobile screen. With the ever growing consumer and their inclination to mobile, we see new services as well as competitive ones entering the market almost everyday.
The competition is getting fierce with startups like Uber and Ola locking horns for on demand taxi booking and Grofers and Big Basket fight it out to build their stronghold as they look to build Online Super Market for consumers. For on demand medical services we have new startups like Doctor On Demand, Call Health planning for the faceoff, while established players like Practo and 1MG are bound to feel the heat.
We are gradually getting surrounded by such apps that intends to make our life easy. These startups are bound to grow as their aim is only to make world a better place.
Researches have estimated that more than $9.4 billion dollar has been invested since 2010 in this industry. They have highlighted that this industry has low profit margin and high labour needs. So, ability to scale up smoothly and quickly is the success mantra but scaling up under such break-neck competition requires huge investments. Hence industry experts recommend to focus on customer loyalty while executing customer acquisition plans, so that the LTV (Life time Value) of the customer justifies the initial acquisition cost.
The general consumer of these services are extremely time sensitive and also very particular about the specifications of the deliverable. Therefore, to delight the Customer it is very essential to deliver “WHAT” they want and exactly “WHEN” they want. Thus, seamless two-way communication between the end users is important to bridge the gap.
We spoke to a few on-demand service provider startup founders where they highlighted that they have 24×7 phone and chat support but does it solve the purpose completely?
We figured it doesn’t as most of the founders pointed out – there still is the communication gap that ends up leaving the consumer “not so satisfied”
Let us explain this with an example:
On-demand Food Delivery apps, are a boon to every foodie like me. Ordering your favourite pizza from the outlet of your choice and getting it delivered at your doorstep? Well, life really is beautiful. All you need to do is click a few buttons and then sit back and relax. But, what if you suddenly realize you forgot to mention about the type of cheese to be added. You drop a message to customer support who typically replies after few minutes. Moreover, by the time, the Customer Support Executive understands your request and tries to forward your request to the Service Provider, the order is already out for delivery. The outcome is a disheartened Customer fuming over not receiving the desired variant of the pizza.
So, how to tackle this issue?
Build a Human+Bot interaction on your apps.
Let me explain –
Users interact with AI-powered bots to start with, followed by Support agents only if bots fail to understand user’s inquiry. Chatbots can handle most of the Customer Support Workflow with its Artificial Intelligence.
As for the User, the moment they realize the mistake in their order, all they need to is open up the App and key in their Order ID into the inbuilt Chat Platform – this will populate your order. Next they can directly interact with the Chatbot and make customizations as required and the same will be communicated directly, thereby saving on the time gap caused due to the traditional queuing system based Support Chat.
Well the possibilities doesn’t end just there, it can be extended on a larger scale to most On Demand Services. Chatbots cannot only be used to make Order Corrections, but also for making fresh orders, which customers tend to find more easy and natural, rather than rummaging through multiple drop-down menus in an app.
By integrating Applozic’s Chat Platform within your apps it is possible to enable Human-Bot interaction, via which Users of your app can directly communicate with the Chatbot at your end, and thereby ease the whole process of placing or modifying an order.
For more such Use Cases, read our post on the Top 8 In-app Chat and Messaging Use Cases for On-Demand Marketplaces.
Let us look at one more scenario:
Lunctimes during office hours had been a real pain in the past, and employees had to resort to their office canteen for dining. But food ordering apps like Swiggy and Freshmenu have addressed the problem with technology and seamless service. While these platforms offer a large variety of cuisines and dishes to order from, which no doubt is their Core Competency, collaboration still remains an issue to be addressed. Thus a team of colleagues ordering Lunch from any of these apps, have to first migrate to some other collaboration platform like Whatsapp or any other instant messenger, to decide what to order and then come back and make the order.
The result is less loyalty towards your app and there is also a likelihood that they might find the task too tedious and either go back to the good old Office Canteen or quit making bulk orders, either way resulting in a loss for your business.
The solution is pretty simple; enable a Communication platform within your app and let users interact with one another, within the confines of your app.
This will again address two problems:
- Increase User Engagement and Loyalty
- Enable better Decision Making from Customer point of view.
This apart it also allows for crunching of Chat Data to make Custom offers via In-App Messages or Push Notifications.
We at Applozic, provide a complete solution to On – Demand service providers with our Ready – to – use Chat SDK.
- One – to – One Chat: Let Users chat among themselves or with the Service provider/Bots directly.
- Push Notifications: Get instant notification about incoming messages so that you don’t miss out on even a single message.
- Group Chat: Let your users communicate in a group about any topic/context of their choice
- Attachments : Allow your users to share location, photos, documents, Audio, Video etc.
- SMS and Email Fallback: Backup in cases of no internet connectivity – messages will be sent as SMS and Email
- Cross App Chat: Even if you have two separate applications for delivery executives and customers we integrate them to a single communication channel.
- Tracking: Read receipts and Time Stamps allow Users to keep track of their message delivery.
- UI Toolkit: With our fully customizable UI kit, it is possible to build the way you want, to complement your Brand Identity.
For a detailed overview of each of the above scenarios and more, read the post on the Top 8 In-app Chat and Messaging Use Cases for the On-Demand economy.
Applozic supports Web and Mobile apps be it on iOS or Android. Sign Up with us, and enable your web and mobile apps with our end-to end Communication Platform.
Feel free to contact us at email@example.com for any queries and we would be happy to help.
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We are living in the era of conversational marketing where we all are trying hard to strike a conversation with our users and engage them. In order to strive this cut throat competition,one needs to focus on building customer loyalty while acquiring new customers.
We know that the rise in mobile penetration across the globe has provided us the access to numerous untapped markets. In fact, it is estimated that by 2017, mobile commerce would be worth $700 billion.
Marketers are scouting for ways to multiply their customer base and loyalty rates. In a study conducted by Localytics, it was found that “75% of users churn their app within 90 days”, approves that engagement and retention still remains a daunting task. One needs to decipher ways to make your users belong to the 25% bracket. Having a real time based in-app messaging has been one of the best solution in this domain.
Recent studies has grounded the potential of real time in-app messaging firmly. Researchers have deciphered some great statistics (see the links below) shows why it should be top product improvement agenda and how in-app messaging is a great way to drive conversions.
Let us have a look!
# 1: It is estimated that in-app messaging boosts engagement by 3X!
Yes, you read it right. Three times!
# 2: In-app messaging increases the app launch by 27%.
A customer would love to get back to your app again and again
Wasn’t these reasons sufficient to integrate in-app messaging in your app?
If the answer is still No, then remember this,
#3: In-app messaging has ability to drive increase in your conversions rate upto 4X!
Yes, 4 times increase in customers and revenue.
By now, you know the outcomes of using real time in-app messaging but must be wondering how would one use it to attain such results.
- Use in-app messaging to reach to your customer base.
Generally, you use email and push notifications for running marketing campaign for your existing customers. You are able to reach only to customers who have given you permission to contact them using those channels, but in-app messages can help you reach an even bigger proportion of your audience and at a time that they are likely to engage.
So, you will have multi channel approach now. Remember:
(Image source: https://goo.gl/OLcp1g)
- Use in-app messaging to engage with highly targeted customers
In-app messaging allows you to engage with users who are already using your app.If someone isn’t using your app or checking out your website, they’re not going to receive an in-app message from you. The audience you reach through in-app messaging are highly refined and are those you don’t need to convince to visit your app or website: they’re already there! They will include your loyal base, some first time visitors who wish to know more about your brand and some in between these extremes. So here, you try and engage your interested audience and remember, you are not interrupting but trying to create a user experience.
- Use in-app messaging to provide a website experience
Imagine a new customer has just downloaded your app. He opens it and page pops up welcoming her. You can have an in-app messenger with relevant screenshots welcoming him and guiding him through the app. Also, he is made aware of how to keep his sensitive information intact. Not only this you can create short and sweet welcoming messages to make him feel involved and belonged. A human touch through real time in-app messaging will act as an icing to the cake.
Mobile commerce industry has magnified the importance of in-app messaging. Sooner or later, we are sure that in-app messaging will be part of every website and mobile apps. Also, with availability of messaging SDK’s like Applozic, integration is just matter of few minutes now.
Applozic is “feature-as-a-Service” for a complete communication solution. Think about any type of conversation 1-to-1, 1-to-many, group chat, context based chat etc, you have it all at one place. It is a platform that offers application to user messaging, cross application communication, SMS and Email fallback support along with Dashboard that has rich insights and analytics.