Sales & Promotion Upgrade Promotion: Convert Free Users to Payers

Campaign Tool

In-app message

Who to Target

Engaged users

When to Target

The most opportune time to ask is when the user experiences a need for a specific feature that is available only in the premium or paid version of the app. For example, in a dictionary lookup app, if someone looks up more than three medical terms, that would be a good trigger to use to promote the paid version of the app because it contains a medical dictionary.

What to Test and Optimize

Optimize the effect the visual presentation of your message has on users by A/B testing the wording and imagery for the in-app message. You can also test the call-to-action text on the buttons, as well as the timing to trigger the message to yield the best return.

What to Measure

• Revenue
• Number of Paying Users

How to run this campaign in Swrve

Audience

1. New users: On the User Lifecycle dashboard, in the top right corner of the New user lifecycle card, click the menu and select Create In-App Campaign.
2. Engaged users: On the Set Target screen, create an audience filter and on the Properties tab, target all Engaged users who are on the free version of your app (set as a custom user property).

​

Trigger

• On the Set Target screen, trigger the in-app message to display after they use a feature in the free app that indicates a need for a specific premium feature.

Copy/Creative Ideas

• Give an overview of the premium features.
• Include a call-to-action button that links to the app store or in-app purchase dialog.
  • Upgrade – Redirect to the app store or premium purchase page. The deeplinks should look something like this:
    • App Store – https://itunes.apple.com/us/app/app-name/id123456789?mt=8
    • In-app purchase page – app_name://?screen=premium_purchase
  • Not Now – Dismiss the message.

Optimization

• Copy
• Art
• Button Copy
• Timing