Posted by Haoran Man, Niv Govindaraju, Rohit Sampathi, and Antriksh Saxena
A brand new Photographs widget that includes Recollections
As the house on your reminiscences, Google Photographs is liked by tons of of tens of millions of individuals around the globe. One key focus space for us is how we proceed to create really useful and compelling experiences for our customers to cherish reminiscences with their family and friends. We not too long ago introduced our Recollections characteristic to Android widgets, enabling customers to simply take pleasure in an ambient stream of photographs proper on their telephone’s dwelling 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 achieved this…
Photographs’ widget utilization was initially low
Regardless of our perception that the Recollections widget was a useful and requested characteristic from our customers, preliminary adoption was comparatively low, with tapering natural progress 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 Recollections content material. They every acquired a notification informing them of the widget, and on tap-through could be dropped immediately into the Recollections widget set up circulate. 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 circulate, which drove installs 10x
The notification marketing campaign proved extremely profitable: we achieved a 15% conversion fee, finally leading to 10x widget DAUs in comparison with earlier than the marketing campaign.
Listed below are just a few explanation why we consider this marketing campaign was so efficient:
1. A transparent worth proposition
We consider notifications, like our options, must be useful, not a nuisance. Meaning 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 usually resonated higher with customers and resulted in greater 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. One of the best-performing copy ended up yielding a +12% enchancment on widget installs in comparison with the worst-performing copy.
2. A streamlined post-click circulate
We configured the notification to open immediately into the widget set up picker, making it very easy for customers to put in and begin enjoying with the widget straight away. The same marketing campaign from earlier this 12 months to advertise our iOS widget lacked this streamlining and we unsurprisingly noticed decrease conversion, doubtless from the additional friction.
We hope the following tips show useful to you as you design your subsequent notification marketing campaign.