Posted by Haoran Man, Niv Govindaraju, Rohit Sampathi, and Antriksh Saxena
A brand new Photographs widget that includes Reminiscences
As the house to your recollections, Google Photographs is liked by a whole lot of hundreds of thousands of individuals world wide. One key focus space for us is how we proceed to create really useful and compelling experiences for our customers to cherish recollections with their family and friends. We lately introduced our Reminiscences characteristic to Android widgets, enabling customers to simply get pleasure from an ambient stream of photographs proper on their telephone’s house display screen. To extend the widget’s consciousness, we experimented with a notification marketing campaign that ended up rising widget DAUs by 10x. Learn on for extra on how we completed this…
Photographs’ widget utilization was initially low
Regardless of our perception that the Reminiscences widget was a useful and requested characteristic from our customers, preliminary adoption was comparatively low, with tapering natural development within the weeks following launch. There was clearly loads of headroom to develop consciousness of this characteristic so we began brainstorming methods to make it simpler for customers to find out about and check out the widget.
Leveraging notifications to extend characteristic discovery
We determined to experiment with notifications given Photographs’ previous success in utilizing them as a useful nudge for characteristic discovery. We rapidly put collectively a notification marketing campaign that focused eligible Photographs Android customers with Reminiscences content material. They every obtained a notification informing them of the widget, and on tap-through could be dropped instantly into the Reminiscences widget set up stream. In only a couple seconds, they might have the widget arrange and begin seeing their particular moments featured on display screen.
Customers took benefit of the streamlined stream, which drove installs 10x
The notification marketing campaign proved extremely profitable: we achieved a 15% conversion charge, finally leading to 10x widget DAUs in comparison with earlier than the marketing campaign.
Listed below are a couple of explanation why we imagine this marketing campaign was so efficient:
1. A transparent worth proposition
We imagine notifications, like our options, ought to be useful, not a nuisance. Which means all the time having a transparent and concise worth proposition. Maintaining the copy size brief, highlighting contextual info, and being clear on the value-add has typically resonated higher with customers and resulted in larger click-through & conversion charges.
With this in thoughts, we ran a fast experiment to check 3 candidate copies for the widget with a purpose to decide which had the very best conversion. The perfect-performing copy ended up yielding a +12% enchancment on widget installs in comparison with the worst-performing copy.
2. A streamlined post-click stream
We configured the notification to open instantly into the widget set up picker, making it very easy for customers to put in and begin taking part in with the widget straight away. The same marketing campaign from earlier this yr to advertise our iOS widget lacked this streamlining and we unsurprisingly noticed decrease conversion, probably from the additional friction.
We hope the following pointers show useful to you as you design your subsequent notification marketing campaign.