It’s the start of a new year. For many of us, this means new resolutions, packed gyms, and lifestyle changes. For mobile marketers, the new year presents a different set of challenges.
After a successful holiday season of aggressive holiday campaigns, higher AOVs, and boosts in conversion rates, many mobile ecommerce apps struggle to keep the fire going into January.
Lower return rates aren’t the only thing plaguing ecommerce apps in the new year. Returns can be a logistical nightmare — draining customer service resources and costing online retailers upwards of $32 billion each year.1
The more ecommerce apps understand seasonality, the more they can accurately forecast revenue and identify opportunities to integrate seasonal themes into their marketing strategy.
Seasonality is a temporary fluctuation in the market that typically occurs in a predictable pattern based on a season, quarter, or month.
This can mean different things for different apps. If you’re a seasonal business, you can predict how a particular time of year can impact your sales.
For other businesses, mobile marketers have to determine how to weave seasonality into their campaigns to stay relevant while also tying every message back to their app’s core value.
A change in season means users think and behave differently. Just like how it’s important to predict behaviors and trends during the holidays, it’s just as critical to track momentum into the new year.
Here are four ways to navigate seasonality so you can recover from slumps quickly and forecast seasonal opportunities.
How did it go? Did they love their gift?!
The conclusion of the holidays presents an excellent opportunity to engage with your converted users.
With the gift reactions fresh in their minds, request a review for your product. This is a great way to encourage engagement while learning what you can improve and refine for next year.
Here are some best practices for in-app feedback requests:
Check out this article on mobile app surveys to learn more about requesting in-app feedback.
Sure, the holidays are going to drive a ton of sales. But you know what else drives conversions year-round? Discounts.
Everyone loves a good sale, so why not host one after the holiday madness? You don’t need to rely on Black Friday or Cyber Monday to deploy eye-catching deals.
Here are a few discount best practices you can implement any time of year:
During the holiday season, you probably had a good amount of users in and out of your app or website.
Running retargeting ads on various channels is effective in not only increasing brand awareness, but it assists in bringing those users back into your app.
Resurfacing and reinforcing your brand’s value on various channels boosts brand equity and increases the chance for conversions.
You hopefully saw a big bump in-app activity during the biggest shopping season of the year. Don’t lose them now!
In order to bring users back to your app, you first have to learn a bit more about why they used (and stopped using) your app in the first place.
Did they just need a gift? Was your UI difficult to understand? Are you lacking credibility?
Advanced segmentation tools use RFM analysis (Recency, Frequency, and Monetary value) to group users based on similar behavior patterns (how recently and frequently they visit your app). With this tool, you can dial into the behaviors of new customers (high recency, low frequency) and learn how to best engage them.
Don’t let the winter gloom get the best of your app. With total visibility into user data and actionable insights you can effectively plan out your marketing campaigns, there’s still time to make this quarter the best one yet.
Learn how CleverTap helps mobile marketers obtain advanced customer insights to build personalized campaigns that accelerate user retention and growth.
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