Segmenting your app users can seem like a real pain, however, it is an extremely important aspect of your overall app marketing efforts.
No two users are exactly the same. They each have their own individual needs, preferences, resources and behaviours. For mobile marketers this makes it pretty much impossible to come up with messaging that is both relevant and valuable to the entire app user database. Sending out a blast push notification is not going to give you open and click-through rates you are hoping for.
Your app users will respond much better to content that is personalised to their individual needs and wants. And this is where app user segmentation comes in...
What is App User Segmentation?
App user segmentation involves arranging your users into smaller groups according to their similarities. Segmentation does not need to be complicated. For example, if you are a small one- man band app you might want to start off with smaller groups that highlight two or three clear categories of user types, all with different needs.
The segments should show similarities in certain areas that have meaning to your app. They enable you to communicate to a large number of users at the same time, but in a much more tailored and personal way. When the targeting and personalisation of your mobile marketing campaign is on point you could see an increase of conversion rates by up to 200%.
5 Simple Ways To Segment Your App Users
It may seem obvious, but keeping gender in mind when segmenting your app users can have a significant impact on results, and save you from wasting time and money. We can see below how Groupon got this very wrong in the example below. Luckily, Phillip saw the funny side of it. But I can't imagine it got Groupon the boost in sales they were after.
This one is super simple, but super effective. A little birthday freebie or discount shows your user that you genuinely care about them. Krispy Kreme do this very well by sending their users an in-app voucher to show in store to receive a free birthday doughnut for their user AND their family.
Catering for different languages is a niche you want to get into. While this may seem quite advanced, it most definitely has its rewards. Speaking the user’s preferred language gives your brand the edge that you are in fact speaking directly to that user. Segmenting by language type can also give you interesting statistics on your global marketing and allow you to understand exactly how different cultures interact with your app.
With GPS included in most modern smartphones you are now able to influence your app users' real-time decisions by reaching them on-the-go. For example, if you have a physical retail store, as well as an app, this will do wonders for you. By segmenting your users based on their location you could hit them with a push notification containing a not-to-be missed in-store offer when they are in the area of one of your stores.
But segmentation using location is not just limited to retail apps. For example, with the likes of news and weather apps, location is also an extremely important factor. The chances of your users based in the USA wanting a push notification telling them what the weather is like in Germany is pretty unlikely (unless they plan to visit, of course).
5. In-App Behaviour
With access to analytics on your users in-app behaviour you can gain a much deeper and clearer insight into how they interact with your app. This data will help you create much more personalized and targeted campaigns which has the main benefit of increased conversion and retention rates.
Of course, you won't have access to this information right away after the user first downloads your app - this is something you build on over time as they continue to use your app. But once there is enough data, the world is your oyster. With a platform that supports intelligent delivery you can learn the times that each individual user is most likely to engage with your app. With this feature you can then schedule your push notifications, in-app messages and emails to be sent to the user at the perfect time.
With in-app behaviours you could even segment your users based on past purchases they have made in your app, and send them messaging filled with similar or add-on products that they may be interested in as a result. Another example is users who continually view a certain page on your app or have added an item to their shopping cart, but have yet to follow through with the purchase - send them a little discount to give them that extra nudge of encouragement.
Points to remember:
- Using different information, like demographic, geographic or psychographic data, to segment users can be as simple as their gender or the language that they speak. You are basically gathering groups of users based on their shared characteristics.
- Segmenting users by their in-app behaviour allows you to personalise messaging based on things like the amount of interaction with the app and the actions that they make within an app, such as their purchases or how they navigate.
- Social segmentation allows you to group user profiles based on things like the pages that the user has liked or content that they engage with regularly i.e all of the things that interests them.
User segmentation for your mobile app benefits everyone involved. For the app marketers, it gives the opportunity to learn more about their users and discover exactly how they are interacting with the different pages in the app. For the users, segmentation makes for a much better user experience, filled with relevant, valuable and personalized content, which ultimately will help boost app user engagement and retention.
To learn more about user segmentation and the various other marketing techniques that you can use to grow your app user base and retain loyal app users then check out The Ultimate Guide to Mobile App Marketing in 2018. I’d love to hear from you so feel free to reach out to me directly via firstname.lastname@example.org if you have any questions, or you can leave a comment below.