Overview:

It is not enough just to promote your app and expect users to download. You need to influence their choice by highlighting the benefits of browsing via mobile app. Some of the well known benefits that you can highlight to your users about mobile app are -

• Faster browsing via mobile app
• Personalised experience within mobile app
• Seamless offline-online experience
• Periodic personalised updates in real time
• Mobile app exclusive offers

Businesses that are able to push users to browser and transact via mobile apps have over 1.5x better CLTV compared to non-mobile app users. This Journey shows how you can automate mobile app download nudge to users who have just completed a purchase.
 

Industry:

e-commerce

Use case:
Cross-channel engagement for mobile app download promotion

Event:

Checkout_completed

​webengage.Track (‘Checkout_completed’, {

/*string*/
“Email” : dummy@dummy.com,
“Name” : Dummy,
“Contact” : 123456,
“Product_category” :
“Sub_category” :
“Gender” :
“Delivery_location” :
“User_location” :
“Current_product_location” :
“Delivery_status” :

/*Number*/
“Age_of_user” :
“Number_of_orders_by_user” :
“Average_order_size” :
“Average_order_amount” :
“Last_order_amount” :
“Number_of_transactions” :
“Product_Price” :
“Discount%_on_MRP” : 
“Price_after_discount” : 
“Last_Search_time” :
“Last_order_time” :
“Delivery_time” :

/*Date*/
“Last_Search_date” :
“Order_date” :
“Last_order_date” :
“Delivery_date” :

/*Boolean*/
“User_logged_in” :
“International_shipment” :
“Delivery_possible” :
“Price_filter”:
“Item_under_discount” :
“Coupon_code_applied” :

})

Step by step explanation:

1. The journey is triggered for the user who just completes a checkout on webapp.
2. Workflow then checks if the user has active mobile app install.
3. If yes, we end the journey for that user
4. If no, workflow waits for the next 24 hours and triggers an SMS with message to promote mobile app download - exclusive mobile app discounts for first purchase
5. On sending SMS, workflow waits till the next 1 hour for the user to download app (tracked via event ‘App downloaded’).
6. If the user downloads the app, we end the journey for that user
7. On timeout (if the user fails to download), workflow triggers an email with message to promote app download - exclusive mobile app discounts for first purchase
8. Workflow now waits for the next 24 hours for the user to download app (tracked via event ‘App downloaded’).
9. If the user downloads the app, workflow ends the journey for that user
10. If the user still fails to download the app, workflow triggers another SMS with similar app download promotion
11. On send of SMS, journey ends for that user.

Pro-tip:

• Users can also be prompted to download the app if they have browsed the website more than once. A small offer here can do wonders.
• Similarly, you can also have an onsite campaign for users who have made more than 2 purchase.
• An exit trigger of 'app installed' should be set here within the journey