How to Easily Test In-App Promotions in Iterable

If you at present supply or plan to supply promotions in your cell app, you’ve most likely requested your self these vital questions:

• What is the suitable low cost or incentive to give every consumer?
• Am I really shedding cash by making a gift of this coupon as a result of individuals would have purchased anyway?
• How can I automate this promotion in a simple-to-use marketing campaign?

Fortunately, these are robust questions which could be examined inside Iterable’s progress advertising platform!

An efficient preliminary technique is to ship your extremely engaged customers a decrease promotion since you already know they’re probably to purchase with out an incentive. Users with a medium engagement rating ought to obtain a mean promotion and your least engaged customers ought to obtain the very best promotion.

In this text, we’ll stroll by means of how to:

1. Set up a marketing campaign workflow primarily based on the consumer’s lifetime buy historical past
2. Segment customers by a customized engagement rating on a each day cadence
3. Send one in-app template to mechanically populate promotions for every engagement stage

1. Set Up a Campaign Workflow Based on Purchase History

Using Iterable’s Workflow Studio, you possibly can construct a advertising marketing campaign that assigns an Engagement Score primarily based on buy historical past.

You can accomplish this on any customized occasion inside Iterable (web page views, video games performed, and many others.) however for simplicity’s sake, we’ll use buy historical past in this instance.

Here is the workflow:

Start by making a workflow with a recurring marketing campaign which critiques each consumer in the beginning of the day.

2. Segment by Engagement Score

Next, arrange a filter node to decide the variety of purchases the consumer has made.

You will want three filter nodes and every node will correspond to considered one of your engagement scores (low, medium and excessive).

This node will examine the variety of purchases the consumer has remodeled their lifetime.

You gained’t want to ask your engineering group to flag the consumer. Iterable can write the “engagement_score” property straight to the consumer profile database from the Workflow Studio utilizing the Change Contact Property node.

Once you’ve arrange the filter nodes and get in touch with property replace nodes, you’ll assign every node an engagement rating.

Repeat this step to proceed this “waterfall” and label the customers as low, medium and excessive till all customers are cohorted by their engagement.

3. Dynamically Assign the Promotions

You will need to create one template which can dynamically populate the proper promotion primarily based on the engagement stage.

This is completed by way of Handlebars, which is a coding language used for dynamically populating personalised content material on the time of ship.

Below is our in-app template:

This might look barely complicated, so let’s clarify the {{#ifMatchesRegexStr engagement_score “high”}} syntax.

It means if the engagement_score flag is:

• High: present 15% promotion
• Medium: present 20% promotion
• Low: present 25% promotion

Now you possibly can add this logic to your in-app message template, preview with knowledge and take a look at it to see that the proper promotion is shipped primarily based in your engagement_score of “high.”

Put Your In-App Promotions Into Action

To summarize, in a reasonably brief period of time, you had been ready to:

1. Segment your customers primarily based on their previous buy historical past utilizing a Filter node.
2. Write an engagement rating to the consumer profile with the Change Contact Property node.
3. Populate a dynamic in-app message promotion to enhance conversions in your much less engaged customers whereas saving cash by not discounting an excessive amount of in your extremely engaged customers.

There are a variety of methods you possibly can customise this marketing campaign in your distinctive enterprise. Some different locations you may optimize embody:

• A/B take a look at the precise in-app promotion inventive or content material with Iterable’s Experimentation software.
• Create extra nuanced Segmentation cohorts past a easy low, medium and excessive.
• Test the time at which the in-app message is displayed to the consumer.

We’d love to hear from you to talk about your ideas on this use case or to see how we will customise this workflow in your model.

You can request a demo of Iterable to study extra!