Take it Outside! Personalizing the Mobile Experience using LifeCycle Metrics and Adobe Target
With all the current talk and speculation about mobile testing, you might be wondering, “is now a good time to jump into testing?” and the answer is yes. New functionality built into Adobe Analytics and Target libraries, including the release of “Lifecycle Metrics,” makes testing and optimizing on your mobile application much more seamless and effortless.
To see some of the new Lifecycle Metric possibilities, we will demo some test ideas on the Spotify mobile app.
The first screen on the Spotify app is the splash screen/”home” screen, with options to login via Facebook or your standard Spotify credentials. Here is a perfect scenario to test leveraging the Lifecycle Metric Events, such as “InstallEvent” or “UpgradeEvent”. By harnessing key visit or engagement events marketers can now personalize the welcome experience like never before.
Another example of optimization in the Spotify app comes on their “Discover” page, a personalized view of recommended music. Beyond the typical layout, copy, and call to action testing, Adobe Target allows you to customize how to deliver the content to each user individually. Here, a few optimization ideas include:
- Changing the recommended music daily based on engagement, recorded preferences, in-app behaviors, number of views, and more
- Test low/high resolution images as supported by the device
- Present the visitor multiple song options on the screen at one time, passing visitor tastes into SiteCatalyst & Target for further analysis
- Showcasing social elements such as Facebook friends who have also listened, number of friends who listened, trends, or links to purchase the song
Finally, many pay-for and premium sites that allow for a free or trial period look for the “sweet spot” in views/songs/opens etc. With the “Launches” LifeCycle metric, now marketers can easily monitor and test displaying premium registration messaging to find your visitors’ paywall. Not only does this provide insight into customer purchase behaviors, but will also shed light on potential cost-based segmentation strategies.
These are only a few examples of how the new Lifecycle Metrics and mobile application libraries can help you easily and quickly test your company’s app. Reach out to your Adobe Account Manager today to learn more and get started.