Appgain

Do you want to find out the best ways to use Appgain customer segmentation to increase your revenue in the most effective way? Let’s start.

In this digital world with tons of competitors and users, reaching your target audience properly and engaging with them via segmentation is important.

While doing that, you need to know who you are approaching as the key to the solution. There are some questions you need to answer: 

• What is the desired action from the user?
• What is their stage in your customer funnel? 
• What will be the tested or being tested strategy to achieve that aim?

At every step of your customer journey, there are some user-behavior KPIs that can segment and target the users with personalized content. Here are some examples: 

• The users who purchased several times 
• The users who purchased above a specific price
• The users are based on their loyalty level.
• The users who refer

To achieve those actions, you need to know as much as possible about the user. 

For this, we use segmentation. You can categorize and approach a specific set of users who have displayed a specific behavior that you have decided on.

Still not sure about its impact and importance? Learn from Harlan Kennedy’s speech at Stanford: 

In this blog, we will go over some segmentation use cases to leverage your growth and increase your revenue. 

Decrease Your Churn With Segmentation: 

Churn rate is one of the strongest indicators of your customers’ satisfaction with your service. So you can go deeper with understanding the reason for the dissatisfaction and solve the struggling steps of your funnel. To find out more about the churn rate, check out our whitepaper about decreasing the churn rate. 

To engage with your users more and increase your revenue directly through loyalty, understand when your users stop using your product and segment those with a high churn risk. For example, you can see that most users who have two visits per week tend to churn. Then, segment the ones who have two visits per week and build a specific campaign for them. 

Understand the needs of your high-revenue customers:

You would lose $100,00 in income if you lost 20 clients who each paid you $5,000 per year. If you lost the same number of clients who each paid you more than $100k, you would lose $2 million in income. 

Specifically listen to your most loyal customers with the highest purchases.

• Creating a segment for your users with ARR > $100k helps you better understand your highest-paying clients’ demands. You can run special campaigns for them, notify them of their types of interests, or ask for their feedback by only reaching out to them. 
• You can compare their behavior with other segments or users and try to understand their actions to motivate other customers to do so. 

Increase your active users: 

After you engage with new users of your app, reach out to them to make your app a part of their routines to keep them involved and engaged. 

• • Create your segment based on the people who have just downloaded your app but don’t often launch it. 
  • You can segment the users who open the app frequently but have yet to make a purchase. Also, keep in mind that how you define an “active user” will vary depending on the type of app, as not all apps require a purchase every day—or even every week. 
  • segmentation, the users, to increase this desired action, “purchase.” With that, you can easily increase your revenue. 
  • You can send discounts or offers for the most recently visited products. Do 360-degree marketing to make them understand your value proposition, or use smart linking in your notifications to retarget them with a specific campaign later. In addition to the regular app push notifications we’re used to, you can also use web push. To learn about its benefits and solutions, visit our web push notification product page. 

  Create User Habits 

  Based on your product, be the first to remember when they need something that you can provide. 

  • Understand when and why your users complete a purchase. 
  • Create some habits based on those cases. 
  • If you are a traveling app, create a segmentation of the users who visit your app more than five times in two days during the holiday season and make some recommendations. If it’s summer, send them a blog prepared with SmartLink about how to avoid sunburn. 

  Make yourself a part of a specific process in which your solutions are involved.

  Location-Based Segmentation 

  Each location sometimes has its own priorities and interests. Here are some examples: 

• • If there’s really bad weather outside at a specific location, it can be a great way to let your users know about your product. If you are a streaming service, you can offer to grab their coffee and watch their favorite movie again.
  • If you are a food ordering app, you can remind them that you deliver pizza nearby without them needing to go outside.

  In an automated context, you can create segments based on location and run a campaign specifically for that area.

  • With each segment, you can create personalized and more effective campaigns at a lower cost. 
  • Understand your users’ common points and try to run your campaigns on a segment basis. 

  Develop Your Product With Segmentation 

  “When developing your product, the key aim is to meet the needs of your users.” 

  One of the best ways to see if your latest update meets the customer’s needs is to segment them. 

  • You can segment the users who used your latest feature and compare the increase in the desired action. 
  • For example, you just added a shortcut for the payment process. Segment the ones who use the shortcut and see if they use it regularly or if the purchase number has increased from previous times. It will give you direct insight into the success of your new feature and give a hint about what to do next. 

  Segmentation for A/B Testing and Remarketing

  To find out what works better or which user is reacting better, we use A/B testing. Now let’s spice it up. 

• segmentation of the users based on their reactions to your tests. 
• For example, you decided to run two different offer campaigns. You can segment the users based on their reaction to each offer. With that, you will have an insight into their interests, and when you want to increase their engagement, you can directly and specifically build a campaign for them.

 

Approach Towards Their Purchase Amount

• For more personalized and successful campaigns, you can segment your users based on their number or the total revenue in a day, week, or month. 
• If they purchase from your app three times a week, you can notify them when it is stuck at two purchases. 
• When a user purchases 3 times a week from your app, you can congratulate them more when they make their 4th purchase to increase the average weekly purchase number. 

To reach your max growth and triple your revenue with All-In-One Appgain tools & services, book a quick demo for more information: 

Apple News: Xcode Cloud

Apple yesterday announced Xcode Cloud, an innovative and helpful technology for developers. 

Briefly, Xcode Cloud combines many systems and technologies for developers. Developers can build, test, and distribute apps by utilizing powerful cloud services. At the same time, it allows individual developers and teams to be more productive and provide outstanding apps to their consumers. 

In other words, Xcode Cloud is a new cloud service for DevOps for Apple developers. Xcode Cloud, which is included in Xcode 13, provides a quick and easy solution for developers and teams of all sizes to build, test, and deploy high-quality apps even more effectively. Xcode Cloud can build apps on the cloud automatically, freeing up developers’ Macs for other activities.

Swift 

Apple’s rich and user-friendly programming language now has built-in concurrency support. This supports developers in building code that does many tasks simultaneously. This is critical for creating apps that respond to user input while also conducting additional work in the background. In addition, SwiftUI has revolutionized user interface development by making it as easy as possible to create attractive apps with the least amount of code.

Beginning on the 8th of June, the beta version will be accessible to developers. Apple says it will expand access to its free beta program over the summer and fall and release the final version in late 2021. Pricing and availability information were not provided during Monday’s WWDC presentation, but Apple promised that additional information will be shared with developers this autumn.

Apple points out that by using Xcode Cloud, teams would be able to detect and address errors more quickly. Developers may make changes to their code, and because it is saved and compiled in the cloud, the changes will be visible to everyone in the team.

We explained the two important features, Swift and Object Capture, for you:

Object Capture

With the Object Capture API, developers will easily and professionally create high-quality, photo-realistic 3D models of real-world objects. The feature will be available on iPhone, iPad, or DSLRs with 3D models optimized for AR. 

The retailers can provide better service, the designers will save time, and the developers will be relieved of working on an AR API for the app. 

To watch the Apple announcement video, check out the video below: 

Apple News: Xcode Cloud

Apple yesterday announced Xcode Cloud, an innovative and helpful technology for developers. 

Briefly, Xcode Cloud combines many systems and technologies for developers. Developers can build, test, and distribute apps by utilizing powerful cloud services. At the same time, it allows individual developers and teams to be more productive and provide outstanding apps to their consumers. 

In other words, Xcode Cloud is a new cloud service for DevOps for Apple developers. Xcode Cloud, which is included in Xcode 13, provides a quick and easy solution for developers and teams of all sizes to build, test, and deploy high-quality apps even more effectively. Xcode Cloud can build apps on the cloud automatically, freeing up developers’ Macs for other activities.

Swift 

Apple’s rich and user-friendly programming language now has built-in concurrency support. This supports developers in building code that does many tasks simultaneously. This is critical for creating apps that respond to user input while also conducting additional work in the background. In addition, SwiftUI has revolutionized user interface development by making it as easy as possible to create attractive apps with the least amount of code.

Beginning on the 8th of June, the beta version will be accessible to developers. Apple says it will expand access to its free beta program over the summer and fall and release the final version in late 2021. Pricing and availability information were not provided during Monday’s WWDC presentation, but Apple promised that additional information will be shared with developers this autumn.

Apple points out that by using Xcode Cloud, teams would be able to detect and address errors more quickly. Developers may make changes to their code, and because it is saved and compiled in the cloud, the changes will be visible to everyone in the team.

We explained the two important features, Swift and Object Capture, for you:

Object Capture

With the Object Capture API, developers will easily and professionally create high-quality, photo-realistic 3D models of real-world objects. The feature will be available on iPhone, iPad, or DSLRs with 3D models optimized for AR. 

The retailers can provide better service, the designers will save time, and the developers will be relieved of working on an AR API for the app. 

To watch the Apple announcement video, check out the video below: 

Google will remove Android Advertising ID from the users who have limited ad tracking.

Google stated that starting with Android 12, the Android Advertising ID will be canceled out for all customers who have disabled ad personalization in their device settings.

What is Android Advertising ID? 

It’s a feature that has been available since 2013. The Android Advertising ID is a device-specific ID that may be reset by each device and is the primary identifier used by advertising networks to offer retargeted advertisements. It is also used to generate audiences or suppression lists when launching a new campaign with a new media partner.

When Android users choose not to personalize their advertising, their Android Advertising ID cannot be used for ad targeting or retargeting. 

After Android 12, opted-out users’ Android Advertising IDs will be shown as a string of zeros. It’s expected to arrive in the fourth quarter of 2021. 

After Apple’s first move with ATT, digital marketing is shifting into more privacy-oriented times. As we mentioned in our previous newsletter, Google took a first step with the launch of the security section. Again, this news ensures that the future will be a security-driven era for mobile marketers. 

Apple released 14.5.1 to fix the ATT bugs.

Apple announced 14.5.1 to fix some bugs in the devices that enable app tracking. According to Apple’s explanation, an app tracking transparency feature affected a small group of users. This problem, which impacted certain users who turned off the option to enable applications to request monitoring, has been resolved in iOS 14.5.1 and iPadOS 14.5.1. Users will also benefit from several security enhancements with this release.

According to Apple’s update notes, some of the security upgrades are highly essential, security flaws have been resolved, and some of these vulnerabilities have been exploited. As a result, Apple advises customers to do the iOS 14.5.1 upgrade as soon as possible, citing the importance of the update.

Also, it is important to inform you that iOS 14.5.1 does not fix some users’ grayed-out App Tracking Transparency option appearing in the Settings screen. After upgrading to iOS 14.5.1, the “Allow Apps to Request to Track” button in the Settings app is still grayed out for certain users. 

You can check the video below to learn more about the Apple 14.5.1 Update:

We will focus on the latest update of Apple, iOS 15, and more next week. Scroll down to subscribe to our newsletter.

APPLE INTRODUCED SEARCH TABS ADS: 

Apple has introduced a new way for developers to advertise their apps:

 

Before Apple Search Ads, developers could still target certain topics to advertise their apps when customers searched on the App Store. 

If you put in “flight ticket,” for example, you get a Skyscanner or another flight sticker-selling app’s ad in the top space above the search results. 

The new feature will help apps reach consumers before they search. This will help the app reach a larger audience.

A new feature called “Search Tap Campaigns” will be placed on the App Store’s Search tab, which receives millions of visits every month. On the search tab, there are two sections below the search box: Discover and Suggested.

The discover section will show current App Store trends, while the suggested section gives recommendations on which apps to use. The ad will be placed at the top of the list of suggested apps. 

To watch an explainer video on how to use Google Search Console for better SEO, check out our recommendations. : 

After restricting most of the apps’ data tracking flexibility with the last update to iOS 14.5 (ATT), the new feature can be described as helping developers increase their revenue and ad flexibility. For further explanation, visit TechCrunch’s blog and Apple’s Search Ads page explaining search tab campaigns.

How to make a good ATT prompt

After the launch of iOS 14.5, a new privacy feature of Apple ATT has started to ask users if they allow the app to access their data. 

At this point, explaining the value and reason for apps at the ATT prompt became crucial.
Its importance comes from its intention to reach a better understanding of the users via those data. 

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How do I write a good and to-the-point ATT prompt? What are the common mistakes, how the prompt should be designed, and what to mention?   We have a blog recommendation for you. We wanted to make the important points into bullet points. To reach the content, visit AppFigures’ blog.

• Fight with the common understanding that you are the bad actor instead of giving you a better-personalized experience. 
• Avoid confusion, and briefly explain why you are showing this prompt and what you want. 
• Give a reason (not a hook or prize) for people to allow tracking. It might be related to the free service you’re offering because of the ads or to trying to give more personalized service. 
• Be positive, but not overly so.
• Don’t frighten the users with the possibility of extra pricing.
• Keep it short.
• Don’t forget to mention the main benefit.

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 Appgain Mobile Marketing Weekly News Digest – Issue 3

This week, we will talk about Google’s future changing step about privacy issues & some tips for the marketers from Apple’s side. Since the rollout of the Apple ATT policy, many changes are happening from all users – apps and competitors’ side.  

As we mentioned the previous week, ATT prompts are still in the adoption process for the users. Also, the number of people who allow apps to track increases. At the same time, the number of people who opt-in to the ATT increases. Apps are complaining about the dominance & restriction that Apple has created, but inevitably, most of the apps integrate the ATT and give updates. Meanwhile, some apps have decided to take Apple’s action to court with the accusation of dominating & monopolizing the field. When there’s news on the legal side, we will be informing you. 

SURPRISING ACTION FROM GOOGLE: SAFETY SECTION FOR ALL APPS ON GOOGLE PLAY. 

The safety issue was both in the wonder of users and the marketers. Apple’s last update was critical on this situation because it wasn’t sure if this would be the new future or a clumsy attempt. If we accept that the ATT is just the first step and IDFA is gone, it means that a new way of marketing has just begun. 

Google’s latest announcement made the future more clearer:

“Android apps will be required to inform the users about the data until Q2 2022.” 

Which type of personal data an app collects and shares, also gives access to additional details that impact privacy and security.

Chronology Of The Feature: 

The policy requirements are told to be announced this summer. Here are the things we know for now in bullet points: 

• The Safety Section will include if the App is following a Family Policy, especially about child safety.
• It’s expected from the apps to provide accurate information. If Google Play discovers that the data usage is conflicting with the policy, it will be warned. When the app does not take action, policy enforcement will be applied.
  
• The apps will be expected to share which data is being collected.
  

It seems that it is different from the ATT in terms of the flexibility of the users to change the permissions but a way for apps to share & explain the data policies to the user in a better way. Still, informing the user about the data and all the policies will give us a clue that data collecting and processing will be regulated by digital distribution platforms for apps, with legal codes (we will see after Apple’s lawsuit). The next topic will explain how to adopt the change. 

APPLE SEARCH ADS INSTALL ATTRIBUTION FROM APPGAIN

Apple Search Ads is getting more value after the last update of Apple: ATT. So as Appgain, we have just added Apple Search Attribution to enable you to identify which users are acquired from Apple search ads campaigns. Update your Apple apps with Appgain SDK with no extra code or purchase needed, let Appgain show you the Apple search ads acquisition.

WEBINAR RECOMMENDATION FROM APPGAIN FAMILY: 

To help you to have the best Apple Search Ads strategy, we recommend you: Essential Apple Search Ads Strategies to Optimize Your Ads by Mobile Action.

Next week,  we will discuss how to make a good ATT prompt and introduce you to newly launched Apple Search Tabs Ads. In addition, we know how important it is to scale and optimize the Apple Search Ads to compensate for the flexibility that IDFA gave.

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Acquiring new users & turning them into active-loyal customers is every company’s aim. As we mentioned in our previous blog, understanding the user journey is the key to reach that aim, especially for mobile apps. In this blog, you’ll find the main points of the importance of conversion rate & how to increase the “order”, in other words, activation, the conversion rate for your company.

• What is conversion rate & why is it important? 
• The ways to increase the order conversion rate (OCR)?

What is conversion rate & why is it important? 

Conversion rate is the percentage of the users who made purchases from the ones that visited your website/ app.

There can be lots of desired action. Let’s remember the user journey: Awareness – Interest – Consideration – Action – Loyalty – Referral. For example, you want your users to refer you to their friends. It means you need to increase your referral conversion. Another example, you want to increase the number of orders. And this is the main topic of this blog. You can see the most basic calculation above, on the visual. The importance of this rate is that you can set & measure your metrics easily. 

The ways to increase the order conversion rate (OCR)?

First of all, remember that you’re not the only one who’s trying to increase their OCR. 

More than 80% of the basket (the percentage changes according to the industry) stays unpurchased.

Don’t get so pessimistic either, this blog will help you to start working on increasing your order conversion rate. Here are some actions you can take:

• Analyze where you lost most of your users. The payment process can be long, the product page can be complicated… If you think about it,  all of the reasons for the churn rate can be a valid answer to your question. To go deeper, you can check our whitepaper for churn rate. One of the tools to identify where you are losing your users, is to use Funnel Analytics
• Use remarketing pixels. Don’t just lose the users who come & leave without an order. On average, a purchase is being made after the user sees you or your product 7 times. Create remarketing links & build campaigns for those who clicked those links. To see more information, check our link remarketing blog.
• Make them subscribe: Keep your mailing list & community active. Inform your subscribers consistently if you want to be the first one to consider when they need a product from your service area. 
• Understand the user behavior & segmentate. Know their interests & prepare your campaign accordingly. 

 

• Use 360 Marketing: Communicate your user via different platforms. With this, you’ll understand which platform they prefer and you’ll remind yourself in more than one way. 

To check the use cases & strategies to optimize your order conversion rate, you can check the video below:

We will be writing for you to make your guide for increasing the conversion rate optimization with more details & more tips for action.

To be updated about the upcoming OCR whitepaper, scroll down to subscribe our newsletter.

Game-Changing Action From Apple: ATT

Apple is disrupting mobile marketing with its updates. Now there’s one feature that has been on the developers’ & marketer’s table for more than a year: Apple’s App Tracking Transparency policy. aka, permission-based IDFA tracking. And why does Apple create that kind of impact? Here’s the answer from one of our previous blog.

• What exactly is App Tracking Transparency?
• Pros & Cons From Different Sides
• How to Act Upon & After It Gets Live?

On the 28th of January, the international privacy day, they announced that ATT policies will be available with an IOS 14 update in the early springtimes. You can check the details from our relevant previous blog: 

ATT actually was expected to be launched in the IOS 14.4 update because, in the beta version, the policy was mentioned. But since there were already 3 important security issues, Apple didn’t give more information, they preferred to fix those leaks first. For further explanation, you can check the link at the begging of the paragraph. 

What exactly is App Tracking Transparency? 

So let’s start with the obvious question: What exactly App Tracking Transparency or ATT?

Shortly,  when users use an app, it’s possible to track the user’s actions at the other apps or at the website.

Currently, there is IDFA which protects the users’ personal information and at the same time enables you to show your relevant ads for the users after getting the user consent to be able to track their data. 

Now, Apple points that ATT is for adding transparency to the process of tracking which means users can see & decide which apps are tracking their actions or not. Here’s the “how” part: Users’ permission will be asked before tracking their data from other apps or websites.

At the Settings section, users will be able to see which app requested permission to view users’ actions outside their app. Also, users will be able to change the permissions as they want. 

 

The Discussions – Wrapped Up-

Dark Side Of The Coin

Some companies, including Facebook, Unity Software Inc, Snap Inc., Tekno Games, whose business model is based on ads got worried about the new change. After the announcement, they foresee a downsizing in the revenues generated by the App Store. Furthermore, the opposition even stands for the re-invention of the marketing is required after the change & it will take back the mobile marketing industry 10 years back.

Bright Side Of the Coin 

As an answer to the opposition argument, Apple stands for giving the user the flexibility & transparency to choose which data is being collected and how it’s used. They stated that the developers & advertisers will still be able to track and use the data. The only difference will be an extra step of getting the users’ permission at first and then making them able to control the permissions from the settings page. 

Separately from the discussions, the privacy & transparency issue seems to stay on the table for a long time. To see what needs to be done and what are the red lines for making the best use of your customer engagement campaigns, subscribe to our newsletter & we’ll let you know with the following blogs. 

 

Clubhouse Has Introduced Its Payments

Clubhouse, the latest audio-based social media app has received 10 million users’ attention. As in the latest social media actors feature race, some features such as story sections (LinkedIn, Instagram, Snapchat, YouTube) or short videos (TikTok, Instagram Reels) are being generated from one to another. 

The discussions started to rise about the audio-chat rooms after the big rise of Clubhouse. Twitter was already testing the feature, I recently launched it. Now, the tech world is wondering which platforms will add the feature. 

On the other hand, a payment system for influencers was another wonder, especially about Clubhouse. The expected announcement has arrived on the 5th of April, 2021. It’s now in a test phase with a small group but later on, all the members will be able to send money to the content creators at Clubhouse. 

The best part of the feature for the influencers is Clubhouse will not make any cuts on the money sent but there will be a small card processing fee taken by the senders. 

Fully aware of the influencer market’s value & growth, we will be following the marketing opportunities that Clubhouse brings to the sector. 

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