October 10, 2018
The State (and Future) of Digital Marketplaces
As written by URX:
After years of focusing on driving app downloads, marketers are now turning their attention to re-engagement. Kahuna is a mobile marketing company that powers personalized push notifications and in-app messages at scale. We asked Adam Marchick, co-founder and CEO of Kahuna, how marketers are using deeplinks to improve the results of their push campaigns.
What makes a successful push notification strategy?
The key to great results from push notifications comes from personalization. Notifications sent to specific user segments based on in-app behaviors and preferences are much more effective than blast notifications. For example, new users should be messaged differently than engaged users or dormant/latent users.
Personalize your push notifications based on the power of recency. Push notifications that are personalized based on ‘last brand viewed’ perform 10x better than a generic message. For example, an e-commerce company that sends: “Hi<first name>. New arrivals from<last brand viewed> and more of your favorites” shows each customer that their unique preferences matter.
How does Kahuna help developers with their push campaigns?
Intelligent push requires a person-level data layer. You need to understand every user across platforms and devices, or you risk sending mis-personalized or irrelevant notifications. Kahuna takes a user-centric view, and enables developers to send highly targeted, personalized notifications at scale. We also help clients measure the impact of their campaigns to determine the optimal messaging and frequency. Push notifications sent through Kahuna average 21% engagement (industry standard is 2%).
How should companies use deeplinks in their push notifications?
Deeplinks are a must-have for every personalized push notification as they greatly reduce friction between engagement and targeted action, shortening the path from passion to purchase. For example, bringing inactive shoppers to the item category they have affinity for presents a 66% higher conversion rate than bringing them to a generic landing page. Cart fulfillment also dramatically increases when deeplinking is used to bring a user back to an item viewed but not yet purchased.
Deeplinking also provides the opportunity to showcase in-app personalization. Many of our customers are adopting an area of their app curated for each user. Bringing users to a page specifically curated for them and dynamically updated based on shopping history has brought some of the best results.
Kahuna makes it really easy to designate a specific landing page for each user, so its easy to implement a campaign that sends each user to its own landing page in site.
Can you give an example of companies who have seen success?
Online consignment shop, thredUP, uses deep-linking to facilitate mobile purchasing. thredUP sends relevant push notifications to hyper-targeted segments of users, and their push marketing campaigns are resulting in upwards of 70% uplift in mobile app purchases. thredUP ensures a personalized user experience by including deep-links that direct each user to a specific page in the app that is relevant to them.
Do companies agree that deeplinks are important? What are the questions they face when setting up campaigns?
The vast majority of companies in the e-commerce space are approaching deeplinking as a priority, not an option. The #1 challenge with deeplinking is “How specific should we go?” Let’s take the mobile shopping example: a user showed up in your app two weeks ago and viewed a Gucci handbag. This user should receive a push notification referencing this last app search, but should the notification deeplink to the “Gucci” page, the “handbag” page, or to the page containing the specific Gucci handbag they last viewed?
A best practice is to answer the questions “Where was the user in the engagement flow before?” and “What do we want them to do”. For example, if we want the user to continue shopping, we might deeplink to the handbags page. If we want to nudge toward an impulse purchase completion, we might deeplink to the specific Gucci handbag.
We work with our customers by trying all three options and testing which works best. To date, we’ve seen top conversion rates come from brand affinity and item category affinity.
Thanks for your insights Adam! For more information on Kahuna, visit their website www.usekahuna.com or shoot them an email at email@example.com.