In this recipe

Improve your app revenue by asking the user to upgrade to the premium version after having a good experience. 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.

Upgrade Promotion: Convert Free Users to Payers
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