2018-应用内购买：推动移动收入的洞察（英文版）-4mb

Leanplum Mobile Marketing Trends Report Summary

Core Content

Leanplum conducted an analysis of over 56 million mobile activities between December 1, 2016, and June 1, 2017, to determine how promotional push notifications impact in-app purchases. The findings reveal that push notifications are a powerful tool for driving both purchase rates and user spending.

Main Findings

• Promotional Push Notifications Drive Purchases:
  Push notifications with promotional language (e.g., "Purchase," "Buy," "Sale") significantly increase the likelihood of users making in-app purchases. The data shows that users who receive such notifications are 9.6x more likely to make a purchase compared to those who don't.

• Increased Spending:
  Users who engage with promotional push notifications not only make more purchases but also spend 16% more on average.

• Best Time of Day for Purchases:
  Late afternoons (3-6 p.m. local time) are the most effective time to send promotional push notifications, resulting in 2.7x more purchases than early mornings.

• Best Day of the Week for Purchases:
  Saturdays are the best day to send promotional push notifications, leading to 2.2x more conversions than Thursdays. This is attributed to users having more free time and being in a shopping mood.

Key Insights

• Timing Matters:
  Sending promotional push notifications during late afternoons and on Saturdays aligns with user behavior patterns, increasing the chances of conversion.

• User Engagement is Key:
  Push notifications are effective in keeping the app top of mind and driving users back to the app for purchases.

• Real-World Application:
  TouchTunes, an interactive music platform, used Leanplum's push notification capabilities to boost engagement and in-app purchases. The campaign resulted in a 14% increase in users with multiple venue check-ins and a 1.5% increase in users making a play, ultimately contributing to higher revenue.

Recommendations

• Schedule Promotional Push Notifications:
  Send messages during 3-6 p.m. local time and on Saturdays to maximize purchase conversions.

• Use Promotional Language:
  Include terms like "Purchase," "Buy," or "Sale" in your push notifications to encourage users to take action.

• Personalize and Engage:
  Personalizing push messages can increase engagement by up to 4x, and using emojis can boost engagement by 85%.

• Leverage Dynamic Messaging:
  Update users in real-time with relevant information, such as the number of entries they've earned, to maintain interest and drive participation.

Additional Resources

Leanplum offers tools and insights to help brands optimize their mobile marketing strategies, including:

• Identifying common mistakes marketers make with push notifications (63% of marketers do it wrong).
• Discovering the 120 Power Words that can improve push notification open rates.
• Accessing a demo to explore how Leanplum can enhance your mobile campaigns.

Conclusion

Promotional push notifications are a proven method to increase in-app purchases and user spending. By strategically timing messages and personalizing content, brands can significantly boost their mobile revenue. Leanplum provides the tools and data to help brands implement these strategies effectively.

For more information or to start your campaign, contact Leanplum at hello@leanplum.com or visit www.leanplum.com/demo.
Leanplum is trusted by top brands in cities such as San Francisco, New York, Sofia, London, and Singapore.