Braze In-App Messages: Boost Conversions 30%?

Are your in-app messaging efforts falling flat? Many marketers are making critical mistakes that sabotage their user engagement and conversion rates. Are you unintentionally pushing users away? Let’s explore how to avoid these pitfalls and create in-app experiences that drive results.

Step 1: Defining Your Audience Segments in Braze

Before you even think about crafting your message, you need to know who you’re talking to. Generic messages are a surefire way to get ignored. In Braze, effective segmentation is key. I had a client last year who sent the same onboarding message to every new user, regardless of their signup source or initial actions. Unsurprisingly, engagement was abysmal.

Creating a New Segment

1. Navigate to the “Segments” section on the left-hand navigation bar.
2. Click the “Create Segment” button in the top right corner.
3. Give your segment a descriptive name. For example, “New Users – iOS – US – Last 7 Days.”

Adding Filters

1. Click the “Add Filter” button. You’ll see a dropdown menu with various options.
2. Select “Device” and then “iOS.”
3. Click “Add Filter” again. This time, select “Location” and then “United States.”
4. Add another filter, choosing “First Used App” and setting the timeframe to “Last 7 Days.”

Pro Tip: Use the “Advanced Filters” option for even more granular segmentation. You can filter by custom events, user attributes, and even purchase history. For example, filter users who have viewed a specific product page but haven’t added it to their cart. According to a recent study by the IAB, personalized messaging based on user behavior can increase conversion rates by up to 30%.

Common Mistake: Forgetting to regularly update your segments. User behavior changes, so your segments should too. Set a reminder to review and adjust your segments every month.

Expected Outcome: You’ll have a precisely defined audience segment ready to receive targeted in-app messages. This will dramatically improve engagement and conversion rates compared to sending generic broadcasts.

Step 2: Crafting Compelling In-App Messages in Braze

Now that you have your segments, it’s time to create messages that resonate. Think beyond simple text. Use rich media, engaging calls to action, and a voice that aligns with your brand. Remember, you’re interrupting their experience, so make it worth their while.

Creating a New Campaign

1. Go to the “Campaigns” section and click “Create Campaign.”
2. Select “In-App Message” as the campaign type.
3. Choose a template or start from scratch with a custom design. Braze offers a variety of pre-built templates for different use cases.

Designing Your Message

1. Use the drag-and-drop editor to add text, images, and buttons.
2. Craft a clear and concise headline that grabs attention.
3. Write compelling body copy that highlights the benefits of your offer.
4. Add a strong call to action button, such as “Shop Now,” “Learn More,” or “Get Started.”

Pro Tip: Incorporate rich media, such as GIFs or short videos, to make your messages more visually appealing. A Nielsen study found that visuals increase content engagement by up to 50%.

Common Mistake: Using generic calls to action like “Okay” or “Cancel.” Be specific and tell users exactly what you want them to do.

Expected Outcome: You’ll have created a visually appealing and engaging in-app message that captures users’ attention and drives them to take action.

Step 3: Setting Up Triggers and Delivery in Braze

Timing is everything. Sending a welcome message after a user has already explored your app for a week is pointless. Configure your triggers and delivery settings to ensure your messages are delivered at the right moment.

Configuring Triggers

1. In the “Delivery” section of your campaign, select “Triggered Delivery.”
2. Choose a trigger event, such as “App Open,” “Custom Event,” or “Purchase.”
3. Set any necessary trigger properties. For example, if you’re triggering a message after a purchase, you might specify a minimum order value.

Setting Delivery Schedule

1. Define the delivery schedule. You can choose to send messages immediately, at a specific time, or on a recurring basis.
2. Set a frequency cap to avoid overwhelming users. For example, limit the number of in-app messages a user can receive per day.

Pro Tip: Use Braze’s “Intelligent Timing” feature to send messages at the optimal time for each individual user based on their past behavior. This can significantly increase engagement rates.

Common Mistake: Bombarding users with too many messages. This can lead to app fatigue and uninstalls. Be mindful of the frequency and relevance of your messages.

Expected Outcome: Your in-app messages will be delivered to the right users at the right time, maximizing engagement and conversion rates.

Step 4: A/B Testing Your Messages in Braze

Never assume you know what will work best. Always test your messages to identify the most effective variations. Braze makes A/B testing easy. To optimize your app, consider starting A/B testing.

Creating an Experiment

1. In the “Campaigns” section, select your in-app message campaign.
2. Click the “Experiment” tab.
3. Click the “Create Experiment” button.

Defining Variants

1. Create two or more variants of your message. You can test different headlines, body copy, calls to action, or even visual designs.
2. Specify the percentage of users who will receive each variant. A 50/50 split is a good starting point.

Analyzing Results

1. Monitor the performance of each variant in real-time.
2. Track key metrics, such as click-through rates, conversion rates, and revenue.
3. Declare a winner based on statistical significance.

Pro Tip: Test one element at a time to isolate the impact of each change. For example, test different headlines while keeping the body copy and call to action the same.

Common Mistake: Ending experiments too early. Wait until you have a statistically significant sample size before declaring a winner. Braze provides tools to help you determine statistical significance.

Expected Outcome: You’ll identify the most effective variations of your in-app messages and continuously improve your results.

We ran into this exact issue at my previous firm. We assumed a shorter message would perform better, but after A/B testing, we found that a slightly longer message with more detail actually increased conversions by 15%. Here’s what nobody tells you: sometimes, users want more information.

Step 5: Monitoring and Optimizing Your Campaigns in Braze

In-app messaging isn’t a “set it and forget it” strategy. Continuously monitor your campaigns and make adjustments based on performance data. Braze provides detailed analytics to help you track your progress.

Tracking Key Metrics

1. In the “Campaigns” section, select your in-app message campaign.
2. Click the “Analytics” tab.
3. Track key metrics, such as impressions, click-through rates, conversion rates, and revenue.

Identifying Areas for Improvement

1. Analyze your data to identify areas where your campaigns are underperforming.
2. Experiment with different messaging, targeting, or delivery settings to improve your results.

Pro Tip: Set up automated reports to track your key metrics on a regular basis. This will help you stay on top of your campaigns and identify potential issues early on.

Common Mistake: Ignoring negative feedback. If users are complaining about your in-app messages, take their concerns seriously and make adjustments accordingly.

Expected Outcome: You’ll continuously improve the performance of your in-app messaging campaigns and maximize your return on investment.

Mastering in-app messaging requires a strategic approach and a commitment to continuous improvement. By avoiding these common mistakes and following these steps, you can create engaging and effective in-app experiences that drive user engagement, conversions, and ultimately, business growth. Start small, test everything, and iterate based on data. Your users will thank you for it.

For more on related strategies, check out our guide on push notifications. Also, you may want to read our article on mobile app analytics. Finally, to grow your app, consider working with an app growth studio.