How to set up a user activation campaign with Pushwoosh
Convert newly-acquired users to engaged customers
User acquiring is tricky, onboarding is crucial, and user activation is a turning point – you can only say you've won a user when they are activated. User activation campaigns are intended to encourage customers to start using your product, i.e. to perform actions indicative of their engagement.
Pushwoosh Customer Journey Builder is an 'all-inclusive' for building user activation campaigns – make your user flow smooth and fluent, and your customers won't be long to benefit from your app!
Given your newly gained users have already completed their onboarding, it's time to move them forward to their first in-app action. Let's say we're building an activation campaign for a paid-subscription daily workout app.
User activation campaign example
Here are a few steps to launch an activation campaign ending with purchasing a subscription:
- Define your main activation goal: what actions do you want users to perform? When do you count them as activated?
- Decide where to start the journey: set up a trigger or a segment to begin the campaign.
- Prepare compelling content – your activation campaign should convince users they really need your app. Leverage the omnichannel messaging for more conversions: create Push Presets for short daily communication, Email Presets for delivering loads of value, and Rich Media to catch users' eyes and hearts.
- Do not forget to measure your results: collect user data with Tags, keep track of your journey statistics, or run A/B tests to understand better what works best.
As an activation campaign aims to encourage desired users' behavior, its efficiency can be easily measured by the conversion rate. To track the journey's conversions, set the Conversion Goals – target actions you'd like users to perform.
- First, set the target event in your Pushwoosh Control Panel and integrate it into your app to be tracked.
Setting Conversion Goals for the journey
Before creating a journey, set up the entry event in your Control Panel. Then, integrate the postEvent to be sent upon the event triggering.
Trigger-based entry to journey
As users tend to interact with push notifications at a specific time of the day, it's better to adjust your communications to users' timezones and most convenient day times. For example, as a daily workout app, we're helping users start their day healthily: before messaging users, wait till their morning by setting the timezone-sensitive Time Delay.
Time Delay journey point
The first communication of your activation campaign is essential: the more value it shows the user, the more likely the user will continue their journey. So, prepare the Push Preset in advance containing all the best you can offer at this journey point: for example, set the Deep Link directing users to a today's workout, and friendly invite them to join.
Creating a push preset
Split the further flow depending on whether users open this push or not: for those who have not, one more reminder might work.
Push notification settings
If you've learnt anything about users during the onboarding campaign, use that knowledge to personalize your messages.
For users who have opened the push message, let's wait a bit to complete their first activation action. To track that, you have to set up a corresponding Event first, and add the Wait for Trigger element to your journey.
Give users as much time as you consider sufficient – set the waiting period in days, hours, or even minutes, depending on your app's flow.
For this guide's example, we'd say the first activation event is 'Workout completed', and it's fair to wait a couple of days for the user to get involved.
Wait for trigger
As for those users who have not opened your first push, get them back to the Time Delay element – they'll continue their journey from the start point.
Send users back to start
Since the Wait for trigger element splits the further flow into two branches – of users who trigger the event and those who do not – the former ones are ready for their next activation step. So, it's time to make an offer: create an appealing In-App message offering a paid subscription and highlighting all its benefits for customers who've tried your product already.
Make sure to set users' Tags accordingly. For example, if you offer users a subscription, create a 'Paid subscription' or 'Subscription type' tag for your app, and set its values upon a user completes their purchase.
In-App with activation action prompt
A user has not performed the action you'd waited for? OK, get them back to the journey start – they probably just need a bit more time.
Send users back to start
And that's the whole turning point of your activation campaign – do users activate after all your efforts? To observe your results and build further user engagement relevantly, split the journey travelers based on whether they've reached the goals you set.
First, create a segment of users who have performed an activation action: for example, those who purchased a subscription and thus have the 'Paid subscription' tag you've set on the previous step.
Creating a segment
Setting a segment spliiter
Offer more to activated users, for example, give them a chance to personalize their experience with a push notification containing a Deep Link to their account settings or personal preferences choice.
If users are still not engaged enough to perform the activation event, you may want to get them a boost with a special, limited-time offer or a discount.
Ending an activation campaign journey
That's it! Your activation campaign is ready to start, and all you need is to set its exit point, check every step once again, and launch the journey.