Targeting app users based on just their proximity to places isn’t going to be enough to significantly increase app user engagement. It’s always important to adopt your interactions with app users to their real-time context.
This process of “contextualizing” your interactions with app users might sound very complicated, scary and unachievable at first glance. However, there is a number of pretty straightforward and actionable things you can do to make your app more contextually useful and as a result more engaging for your app users. Read on to find out what those things are.
1. Target Users within Appropriate Range
Size your targeting area appropriately – you need to find a balance between relevance and reach. Generally we see that smaller targeting areas are more relevant to users and lead to higher engagement.
However, it’s always subjective to your particular use case. If you are a news or a weather app, targeting larger areas will not necessarily make your app experience less relevant to your app users, and can lead to more engagement.
If you need more help to decide where to locate your targeting areas, check out our blog post 3 Tips on Where to Put Your Geofence, to find out where is the best place to start targeting your app users and why.
2. Don’t Target Users at Too Many Locations
If you are a large-scale mobile business, you must have a lot of places where you would like to engage with your app users. If a lot of these places are urban and located in central city areas – it might become an issue. Imagine this: you are a fashion app and your user is walking down the Oxford street in London, do you think you should engage with him/her at every store he passes by? Don’t think so.
Our advice to you would be to learn to prioritize your notifications and avoid bombarding your app users with multiple offers in areas with high location density.
Plot Projects has a feature for this situation called Cool Down. It ensures that a certain amount of time would elapse before an app user could receive another offer from you. This would give your app users the needed “chilling-time” before the next interaction with your app. We usually recommend for this time to be at least 24 hours, but you can make it shorter or longer depending on your case.
3. Take Users to Landing Page Tailored to Their Location
Whenever you reach out to your app users with a location based notification, it’s just a begining of an intercation – if they click it open, they would arrive to your app. More often than not, users are just taken to the home page within the app. This is a disastrous mistake in terms of the contextuality of your app experience.
This can easily be fixed by attaching custom links to your location based notification, making sure that a page relevant to user’s real-time location appears within your app once the user opens the notification. This guarantees a smooth app experience and higher engagement.
Final Word of Advice
Take it easy. You don’t need to implement all of these tips at once, just start with one, and once you have it in place – move on to the next one. As long as you are investing some effort into optimizing your app to users’ context – you are on the right track. And believe us – every little step in this direction counts and can make a huge difference for the way your users experience your app.
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