Posted by Haoran Man, Niv Govindaraju, Rohit Sampathi, and Antriksh Saxena
A brand new Images widget that includes Reminiscences
As the house in your reminiscences, Google Images is cherished by lots of of hundreds of thousands of individuals world wide. One key focus space for us is how we proceed to create actually useful and compelling experiences for our customers to cherish reminiscences with their family and friends. We just lately introduced our Reminiscences characteristic to Android widgets, enabling customers to simply take pleasure in an ambient stream of images proper on their cellphone’s residence display screen. To extend the widget’s consciousness, we experimented with a notification marketing campaign that ended up growing widget DAUs by 10x. Learn on for extra on how we completed this…
Images’ 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 Images’ previous success in utilizing them as a useful nudge for characteristic discovery. We rapidly put collectively a notification marketing campaign that focused eligible Images Android customers with Reminiscences content material. They every acquired 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 price, in the end leading to 10x widget DAUs in comparison with earlier than the marketing campaign.
Listed below are a couple of the explanation why we consider this marketing campaign was so efficient:
1. A transparent worth proposition
We consider notifications, like our options, ought to be useful, not a nuisance. Meaning at all times having a transparent and concise worth proposition. Preserving the copy size quick, highlighting contextual info, and being clear on the value-add has usually 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 the intention to decide which had the very best conversion. The very best-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. An analogous marketing campaign from earlier this yr to advertise our iOS widget lacked this streamlining and we unsurprisingly noticed decrease conversion, seemingly from the additional friction.
We hope the following pointers show useful to you as you design your subsequent notification marketing campaign.