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
- 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.
- 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.
- Upgrade – Redirect to the app store or premium purchase page. The deeplinks should look something like this:
Optimization
- Copy
- Art
- Button Copy
- Timing