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Mixbook gains back users with push notification experiment

Photo-printing service Mixbook avoids abandonment rates with a new solution that calculates how to best engage consumers through mobile optimization.

Its mobile application Mosaic allows users to create a photobook and other photo print projects through any device and social media account. However, the brand was seeing significant dropout rates through mobile, especially during the checkout process and created an experiment to combat these issues.

?For Mixbook and a number of other brands, one of the greatest pain points in mobile marketing is getting consumers to complete their purchase journey on their mobile device," said Momchil Kyurkchiev, CEO and co-founder of Leanplum. "For Mixbook, only 1 in 10 mobile shoppers were converting to actual purchases. 

"When that is the case, brands need a personalized way to re-engage their users when they have recently abandoned their purchase, but while it is still fresh in their memory," he said. "In Mixbook?s case, such a gentle, personalized reminder led to a 14 percent increase in mobile purchase conversion, which is an important step in filling in the attribution cycle.

?Consumers are spending more time than ever on mobile devices and for many it has become their primary and most personal computer. As such, it has become an integral part of the customer lifecycle, as consumers expect to be able to engage with brands on mobile in a way that serves their needs. Not only that, but mobile has also become an increasingly important point of purchase as technology advances to make checkout more pain-free, and to allow brands to personalize marketing messages to help consumers connect with the brand throughout their purchasing journey.?


Picture perfect

Mixbook?s Mosaic app offers an easier way of designing photo print products, integrated with users? social media image content. The app has huge potential in engaging with consumers but the service?s data showed a 90 percent shopping cart abandonment rate through mobile.

The photo service developed an A/B test to determine how to better engage consumers and create a better relationship. A test group received a push notification within an hour after abandoning the app, encouraging them to continue engagement while a control group received no notifications.

The group that received push notifications saw a 14 percent increase in engagement and follow through on purchases. 


The Mosaic app focuses on providing consumers with the easiest picture print process

Mixbook values its relationships to consumers, developing betters solutions to connect to customers is essential in creating an authentic brand image. To further that image the brand takes to social media offering tips, tricks and ideas for users.

For instance on Facebook Mixbook shared an image of gift ideas for Father?s Day and on Instagram shared a tip with followers of using different angles for more interesting photos. 

Leanplum created the solution behind the push notification test and has created a platform for Mixbook and other brands to better engage with consumers. Brands using the platform can send more relevant push notifications surrounding events, and creates a more personal experience based off of user data. 

The solution removes the necessity of using coding to create these messaging campaigns, which creates a much easier experience for both the consumer and brand. 

Consumer bond optimization
It is imperative for marketers create the most optimized and effective experience for users through mobile and mobile apps. Mixbook and brands using Leanplum are focusing on this, but numerous other brands are aware also aware of this necessity and that push notifications and messaging is an imperative part of this. 

A recent report from Urban Airship showed medium-performing applications for Android mobile devices saw an average notification engagement rate resting 12 percent higher than iOS devices? 8 percent rate, suggesting that marketers should take advantage of consumers? ability to easily find notifications on Android devices (see more). 

A clear example of breaking this consumer bond is 
Mattel Inc.?s American Girl brand. Its foray into digital play experiences with the launch of a mobile application enabled users to make virtual friendship bracelets as well as a microsite designed to coincide with its new Truly Me doll and accessories line, but missed the mark by not having the site mobile-optimized for consumers who may access it through their own or parents? devices (see more). 

?The ultimate goal for brands in using Leanplum, and in mobile lifecycle marketing in general, is to be able to engage with your consumer and optimize their experience on mobile throughout their purchase journey," Mr. Kyurkchiev said. "If a brand can carry the user throughout the mobile lifecycle with personalized, real-time marketing at every point, including reminding users at the optimal time what their next steps are, that is when they will see real value come from mobile.?

Final take
Brielle Jaekel is editorial assistant at Mobile Marketer