What’s the best way to segment mobile app audiences?
We want to have customized experience for users both within and outside our app. What are some of the best ways to segment your mobile app audience
There are plenty of valid ways to segment your audience, as you can imagine. Here are a few that I’ve seen our clients use:
- Segment new users and offer them tip-of-the-day messages to help with onboarding.
- Segment dormant users to send re-engagement messages via push or email (more details at the bottom of this post).
- Segment your most engaged users and prompt them to leave a 5-star review in the App Store.
Hopefully this is enough to get you started. In general I would try to segment users based on where they are in the user lifecycle, in order to make offers that are more relevant to them.
Depends on what you mean by within and outside your app I would say. In our experience, customizing landing and welcome pages that originate from shares or referrals (e.g., friend invites) tend to have meaningful lifts in core conversion metrics like a sign up event by >70% when leveraging the user’s social graph/using social proof (e.g., showing the inviters photo, name, etc). You can use services like branch.io to pass this data (image, name, etc) within the share links. Although we haven’t tried other implementations, I would think that using similar logic for various install sources (like an ad) would like have similar lifts if you customize the welcome experience for those contexts.
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