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If you want to make sure your app doesn’t get uninstalled in today’s competitive market, you have to keep engaging with users via relevant communications and messages.
Today, Swrve — the mobile marketing platform — has announced the release of Conversations, a new in-app message solution that makes creating and delivering useful notifications easy.
I’ve seen Conversations in action, and it includes a drag-and-drop interface that allows anyone to create in-app messages that can be set to trigger at appropriate moments. In the example I saw, an onboarding message was created to help users understand their security preferences within the app, and a two-button selection was included that allowed them to choose “not now” or go straight to the app settings to make the recommended choice.
Nothing in that demonstration was more difficult than dragging, dropping, and selecting the right actions. This will be particularly appealing to marketers, who typically rely on engineering resources to implement such in-app messages.
Interestingly, Conversations isn’t restricted to the usual two-horse app race, and it handles graphical resolutions across platforms elegantly.
“Conversations is available on iOS, Android, Windows 10, and Unity,” Christopher Dean, CEO at Swrve, told me. “Our Conversations tool adjusts the images to the size of the user’s screen and enables marketers to preview and simulate the content in the creation dashboard. We recommend our customers use high-quality images, and we help them to test the quality on different devices before they go to market.”
Using data from its testing phase, Swrve claims that the average customer sees at least a 200 percent increase in engagement through Conversations. European airline Ryanair has used it to build a customer satisfaction survey that triggers upon landing, rather than sending via email at a later date. The survey was kept simple — just three emojis to choose from — and was responsible for boosting response rates from 0.07 percent to over 60 percent.
Implementation is relatively easy, depending on the platform Conversations is being integrated with.
“Conversations can be added in a matter of minutes, but it does depend on how the user will want to trigger this in the app,” Dean said. “We work with our customers to design an instrumentation plan to make this an easy process.”
Conversations is currently offered as part of the Swrve mobile marketing platform, and it looks like it will stay that way.
“There are no plans to offer Conversations as a stand-alone solution at this time,” Dean said. “People are expecting more from brands they trust; attention span is shorter, and interaction at the right mobile moment is what builds customer lifetime value and keeps the brand at the forefront of customer’s journey.”
In the next iteration of its new solution, Swrve expects to add additional capabilities, including additional flexibility for marketers.
“We will continue to increase the control and flexibility of the capability as new use cases are shared and explored by our customers,” Dean said. “Also, the availability of new OS capabilities will enable us to build new functionality that will help marketers deliver even more relevant and contextual experiences.”
Swrve Conversations is available from today for all Swrve customers.
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