App Personalization

There are an endless number of apps, all fighting for users to download them and use them. Even once an app is downloaded, there’s a 65% chance that it will be deleted by a user if they have a negative initial experience with it. Additionally, the average person only uses about 15 apps on their phone a week with the average number of apps of a persons phone being 65. This proves that even if your app has been downloaded, the drop off in engagement is extremely high.

App Personalization Strategies

The first step to app personalization is to gather data on your users so you can make informed decisions on their personalized user experience. A few types of data you can collect include behavioural, demographic and contextual.

Behavioural targeting is based on the actions a user takes. This includes them clicking on certain items, seeing what they search for and what products they have purchased. Based on this information you could offer promotions on items they’ve been clicking on frequently or changing the products on their homepage to items you think they would be interested in purchasing based on their past behaviour.

Demographics targeting is based on a user's demographic such as their gender, age, and interests. This allows you to show them content that would apply most to them. An easy way to gather this information is through asking for a users age, location or for them to share their interests when onboarding. An example of this is when you open an account with Pinterest and you’re required to select a few topics you’re interested in so they can customize your feed.

Contextual targeting is based on factors such as a users location, time of day or device used to personalize their experience. An example could be a coffee shop offering a user a promotion if they’re within a certain distance of the coffee shop or if a food delivery app sent you an offer for lunch specials around noon.

How A/B Testing Helps App Personalization

A/B tests can be used not only to create a personalized experience for a user, but to improve overall experience in the app. With A/B testing you can test anything on your app from your onboarding experience, a call to action to the copy on your checkout button or where elements are on your app to see which one drives your desired outcome. You could find that a simple copy change could make a huge difference in driving desired actions. After seeing the results from your A/B tests you can continue to make improvements to your app to drive engagement and provide you with valuable user insights.

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