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Apr 27 2023
Gone are the days when mobile app product managers could offer the same user experience to everyone without taking individual user preferences into account. Today, app users are looking for customized experiences and are tired of generic interactions. According to research, 71% of consumers expect businesses to recognize their unique interests and preferences. Users want content that resonates with them and notifications that are relevant to their interests.
As a result, app personalization has become a crucial mobile marketing trend, with high demand from users. However, it's not easy to personalize an app experience effectively.
To help with this, we've created a guide that delves deeper into the importance of app personalization for your marketing strategy. Our guide also provides proven personalization tips, along with real-world examples, to help you better connect with users and experience significant growth.
It's time to prioritize personalization in your mobile app. Read our guide to learn more about effective app personalization strategies and how to achieve true growth by offering a tailored user experience.
⚡ What exactly is app personalization? & Why should you personalize your app marketing?
In the world of mobile apps, it's important to understand the difference between personalization, customization and segmentation. While all involve tailoring the user experience, there are some key differences.
Personalization is the process of using data collected from users to create a tailored experience. The person creating the personalized experience is typically the company or app developer. Personalization is often implied or implicit, meaning that changes are made based on a user's behavior or activity within the app.
For example, if a user frequently searches for vegan recipes within a cooking app, the app might personalize the content shown to them to include more vegan options.
Customization, on the other hand, involves allowing the user to make changes themselves based on their preferences. The person creating the customized experience is the user themselves. Customization is typically explicit, meaning that the user clearly expresses what they want by making choices that influence their experience.
For example, a fitness app might allow users to customize their workout plans by selecting the types of exercises they prefer.
Understanding the difference between personalization and customization can help app developers and marketers create more effective strategies for delivering tailored user experiences.
App segmentation involves dividing your audience into specific groups based on characteristics such as demographics, behaviors, location, or technology usage. This allows marketers to deliver relevant marketing materials to each group or segment, based on their unique needs and preferences. The goal of segmentation is to achieve marketing objectives such as increasing engagement, retention, or revenue.
On the other hand, app personalization is more customer-centric, focusing on delivering a tailored experience to each individual customer, regardless of the segment they belong to. The goal of personalization is to create a loyal and engaged customer base by providing an exceptional user experience.
In summary, while segmentation is about dividing the audience into specific groups, personalization is about delivering a unique and tailored experience to each individual customer. Both strategies are essential for successful mobile app marketing, and combining them can lead to even more effective results.
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To achieve effective app personalization, collecting and understanding relevant user data is crucial. This entails gathering information such as:
Once collected, analyze the data to identify patterns and segment users into groups with similar preferences.
This will help you tailor the user experience to each individual. Finally, decide which data points are essential for personalizing the experience. For instance, to push exclusive offers to shoppers, it’s crucial to collect data on their purchase history.
Push notifications can be an effective way to re-engage users, but they can also drive them away if they're too frequent or annoying. Personalization is the key to transforming your push notifications into a positive experience for your users. By sending messages that are relevant, useful, and timely, you can keep users engaged and coming back for more.
Spotify is a great example of a company that uses push notifications effectively. The music streaming platform alerts users whenever their favorite artist releases a new song or album, or when they are playing a show nearby. This type of push notification is both relevant and valuable to the user, making it more likely that they will engage with the app.
There are many ways to personalize push notifications to make them more effective. For example, you can use them to notify users of price alerts or restocks, or to offer them a unique deal based on their interests. You can also use push notifications to keep users updated on their progress in a learning, fitness, or wellbeing app.
When sending in-app messages, it's important to follow the same principles of personalization. Every interaction should deliver value and engagement, and should be tailored to the individual user's needs and preferences. By taking a personalized approach to push notifications and in-app messages, you can create a positive user experience that keeps users coming back for more.
Segmenting your app audience according to specific attributes like location, device, in-app activity, and purchase history enables you to create personalized campaigns for each group.
Instagram uses behavioral segmentation to analyze user interaction and recommends relevant content to the user. For instance, if a user regularly engages with makeup content, Instagram's algorithm will show the user more makeup tutorials and content from makeup artists.
Instagram also employs location-based segmentation to show users content specific to their geographic location. This means that users in Los Angeles will see different content from users in Tokyo or Tel Aviv. This technique creates a sense of familiarity on the user's part, leading to increased engagement.
Personalized recommendations are essential to creating a more engaging and enjoyable experience for app users. They demonstrate an understanding of the customer and increase retention and monetization.
Collaborative filtering is a technique used by Netflix, where one user's data is used to predict what another user might like. For example, if a user watched Black Mirror, Netflix's algorithm would suggest Stranger Things, based on the viewing habits of other users.
Another recommendation method is content-based filtering, which analyzes a user's behavior and history to produce recommendations. Both techniques allow for accurate and relevant recommendations to be sent to users, resulting in higher engagement and satisfaction.
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Receiving exclusive deals and discounts is like a rush of adrenaline for users, keeping them hooked and returning for more. But how do you make these deals unique?
The solution is to personalize the offer for each user. Starbucks, for example, leverages the information it currently has on its customers to provide unique offers, promotions, and discounts. If a user frequently orders caramel-based things, the app will send them offers for caramel-flavored drinks and sweets.
Another excellent strategy is to tailor your special offers to the user's specific interests. Consider this: "Hey (User Name), use promo code XXXX to enjoy 15% off at your favorite restaurant."
Personalizing an app takes time and requires a lot of tinkering and testing until you get it exactly right.
Use mobile A/B testing to experiment with different messages and content to see which versions resonate the most with your users. You could, for example, experiment with different push notifications to discover which ones have a better click-through rate or engagement — or when your people are most responsive.
Aside from trial and error, you can go straight to the source: your users. Listening to your customers' comments can provide you with useful insights into their likes and dislikes, allowing you to inform your personalisation approach and, as a result, develop your app.
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