How “Citrus” increased sales through push notifications in a mobile application
From：Taiwan Trade Center, Kyiv
Smartphone users delete three out of ten mobile apps within a month. Can a retailer effectively use a mobile app to increase sales? The international provider of mobile communications solutions for business, Infobip, talks about the Citrus case: as many as 35.5% of users who received a push notification became buyers. Task: Reporting Information
The target audience of Citrus is young, advanced users of a wide variety of devices and gadgets: from headphones to laptops, from quadcopters to electric jets. Marketing campaigns in instant messengers, social networks, email and SMS have become part of Citrus’s communication strategy. The next step was the introduction of push-notifications for the mobile application. This channel has several advantages.
Push is delivered to the lock screen: the user does not need to perform additional actions
Media content: the ability to send pictures, buttons, emoji, diplinks
Geofensing: you can do mailings only to those users who have entered a certain geographic area, for example, are located next to the store
The cost of sending a single push notification is significantly lower than other communication channels.
All this together allows us to reduce the scale of advertising campaigns, to make them more individual and targeted.
“We spend a lot of time on the mobile phone Push, in our opinion, is very suitable for delivering urgent (important) information to the client, as well as a proposal with a limited period of validity,” said Sergey Kolchik, head of the analytics and monetization department.
Solution: Infobip push integration, mailing testing and optimization
According to Localytics, 1 out of 4 people who downloaded the application opens it only once. Moreover, 3 out of 10 installed applications are removed within 30 days of the download. Therefore, it is important to competently build communication with the user: ask for permission to send push at the right time, not to overload with notifications, send relevant information. Otherwise, there is a great risk of losing a client.
“Citrus” collects the history of responses to marketing activities, analyzes the data and knows how and how much better to send a message to each client: via push, SMS, email, Viber or web-push. Due to the formation of sequences when sending messages, “Citrus” increased the percentage of openability of messages (Open Rate) in all channels by 31%.
Another important point is the personalization of messages. Moreover, personalization means sending the most relevant offer for a specific client, and not “substitute a name in the message text”, which will be thoughtlessly sent throughout the entire database. This increased the Open Rate by 27%, and the level of formal replies decreased by 36%.
This approach provides high returns for each communication channel, including push, which is used both as part of a multichannel solution and as an independent channel.
Result: 35.5% of people made a purchase by getting a push
“Citrus” uses 3 types of push-mailings in its mobile application:
Service notifications: password to access personal account
Conventional push to inform about promotions and discounts
Geo-push to support large-scale events - draws and presentations - in TseHab spaces in Odessa and Kiev.
At the time of launch, the main bet was placed on geo-push, that is, on the geofensing function. It works like this: when you configure a push campaign, geofences are indicated on the map, for example, a territory within a radius of 200 m from the store. If the buyer enters the designated geofence, then the push notification pops up on the lock screen - at the moment when it passes by the store. If the buyer has not entered the geofence during the campaign period, he will not receive the message, since the push will expire. To determine whether the user has logged into the geofence or not, the GPS of the smartphone is used. Citrus ”spoke about the geo-push campaign, which launched in honor of the 18th anniversary of the company. In Kiev, held a large-scale event, timed to the birthday, with treats, surprises and special offers for buyers.
The push campaign was sent to customers who met the following criteria:
The client is in Kiev
The client has a mobile application “Citrus”
The client entered the designated geofence (there were 10 geozones in total, each geofence is a region within a radius of 200 m from the store) The results were as follows: out of 76,000 users of the Citrus mobile app, who were in Kiev, 2,600 people entered the geofence and received a push notification. Of these 2,600 people, 924 made a purchase. Thus, the conversion to the purchase amounted to 35.5% of the number of users who received the push-notification.
To achieve similar results, Citrus follows several rules: personalization, simplicity and positive. Mailings should be interesting to the client, mechanics (discount, bonuses, price) - understandable, and the text and the picture - positive.
"Push notifications are a very effective and fairly inexpensive way to increase conversion on the site," Sergey Kolchik is convinced, "But it will be productive only if you create content correctly and efficiently."