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Leanplum Mobile Marketing Trends Report: In-App Purchases Insights

Core Content Overview

This report from Leanplum explores the effectiveness of promotional push notifications in driving in-app purchases and increasing user spending. It provides actionable insights based on data analysis of over 56 million user activities from December 1, 2016, to June 1, 2017.

Main Findings

1. Do Promotional Push Notifications Lead to Purchases?

• Yes, promotional push notifications significantly increase the likelihood of users making in-app purchases.
• Users who receive promotional push notifications are 9.6x more likely to make a purchase compared to those who do not.
• Push notifications are effective in re-engaging users and keeping the app top of mind, especially during sales or campaigns.

2. Do Promotional Push Notifications Increase In-App Spend?

• Promotional push notifications not only increase the number of purchases but also boost the average spend by 16%.
• This is attributed to the "upsell" effect, where users are more likely to purchase additional items after being prompted by a push notification, especially if a discount is offered.

3. Best Time of Day for In-App Purchases

• The late afternoon (3-6 p.m. local time) is the most effective time to send promotional push notifications.
• Push notifications sent during this time result in 2.7x more purchases than those sent in the early morning.
• The late afternoon is a natural peak in user activity, especially after work or school, and during the post-lunch rush on weekends.

4. Best Day of the Week for In-App Purchases

• Saturday is the best day to send promotional push notifications.
• Notifications sent on Saturdays result in 2.2x more conversions than those sent on Thursdays.
• Users are more relaxed and in a spending mood on weekends, making Saturday an ideal day for promotions.

Case Study: TouchTunes

• TouchTunes is a leading interactive music platform with over 6 million app downloads and a million monthly active users.
• They launched a summer campaign called "Ultimate Jukebox Bar Crawl" to encourage users to visit locations, play songs, and make in-app purchases.
• The campaign included dynamic push notifications to remind users and update them on their progress.
• Results:
  • A 14% increase in users with multiple venue check-ins.
  • A 1.5% increase in users making a play.
  • An increase in in-app purchases throughout the campaign.

Key Recommendations

• Use promotional push notifications to drive both purchase rates and higher spending.
• Schedule push notifications during late afternoons (3-6 p.m.) for maximum impact.
• Send promotional messages on Saturdays to take advantage of increased user engagement and spending.
• Personalize push notifications to increase engagement by 4x.
• Use emojis to boost engagement by up to 85%.
• Utilize power words to improve push notification open rates.

Additional Resources

Leanplum offers reports and tools to help brands:

• Identify common mistakes in push notification strategies.
• Personalize messages effectively.
• Use emojis and power words to enhance engagement.
• Orchestrate multi-channel campaigns from a single platform.

Conclusion

Promotional push notifications are a powerful tool for increasing in-app purchases and user spending. By timing messages correctly — during late afternoons and on Saturdays — brands can maximize their ROI. Leanplum provides the insights and tools needed to implement these strategies effectively.

Contact Information
Email: hello@leanplum.com
Website: www.leanplum.com/demo
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