In-App Promotion Strategies

What we did well and what we did poorly over the last year with our freemium + PQL motion. Yesterday I posted about how when we first launched freemium we saw a pipeline dip. Today's post covers why that happened + how we fixed it. What worked: ▪ Set up systems to surface when users hit aha moments + upsell triggers ▪ Figured out how to identify and communicate with high-intent PQLs ▪ Created a step-by-step onboarding that anchored users in the steps to build a demo What didn’t work: ▪ Gave away too many advanced features for free ▪ Flooded sales with unqualified leads ▪ Overwhelmed users with too many decisions when building a demo How we fixed it: 1. We were giving too much away - Ran in-app surveys to understand why users weren't upgrading - Aligned with sales on the best upsell levers and experimented with pulling features (experimented in sprints, so would pull out one feature at a time) - Added upsell triggers and demos in-app 2. Too many decision points - Added an AI copilot that builds a first demo draft (based on our best practices) so users don’t have to figure it out from a blank slate - Replaced option to select from different templates with AI-powered “Use Case prompts” based on how users told us they'd use Navattic in onboarding 3. Flooded sales with every new signup - Introduced PQL scoring to prioritize based on intent, fit, and in-app activity - Tracked both in-app and website intent signals like pricing page views, interactive demo views, and upsell feature page visits - Surfaced leads to a rep-specific Slack channel so reps could act fast on intent A big shoutout to our sales team for #3. They tested dozens of approaches (timing, messaging, and offers) to figure out what would work.

Most B2B brands are making the same mistake as Chick-fil-A. They assume customers will take the initiative to sign up, download, or engage—when in reality… ❌ People forget. ❌ They hate extra steps. ❌ They don’t see why they should. 𝗦𝗼 𝗽𝗿𝗼𝘀𝗽𝗲𝗰𝘁𝘀 𝘀𝗹𝗶𝗽 𝗮𝘄𝗮𝘆. For Chick-fil-A, this means millions of customers never download their app—no direct marketing, fewer repeat purchases, and lost revenue. For B2B brands? It’s the leads who don’t convert because the engagement path isn’t compelling enough. Gamification fixes this. ⸻ How to Turn Cold Leads into Engaged Buyers 1️⃣ The Streak Challenge – Make Consistency Rewarding Right now, Chick-fil-A only tracks loyalty streaks inside the app—so non-app users miss out without even knowing. 🚀 Fix: Use QR codes + SMS/email to gamify repeat interactions. ✅ Visit 3 times in a week? Unlock a mystery freebie. ✅ Try a new service? Earn surprise points. 📲 How to apply this in B2B: • Book a second call? Unlock an exclusive case study. • Read 3 emails? Get a “behind-the-scenes” offer. • Share insights? Get VIP access to a private event. 👀 Bonus: Use a public leaderboard to create social proof. ⸻ 2️⃣ The Mystery Perk – Make Opt-ins Feel Like a Game Most brands hide their best perks behind forms and demos. The problem? Too much friction. 🔑 Fix: Instead of forcing opt-ins, make it feel like an exclusive win. 💡 For Chick-fil-A: 📩 “You unlocked a secret menu item. Click to reveal…” 💡 For B2B: 📩 “You just unlocked a VIP-only resource. Click to access…” 📌 Why this works: People engage because they’re curious—not because they’re forced. ⸻ 3️⃣ Golden Hour – Use Urgency to Boost Conversions Chick-fil-A has dead sales zones (mid-afternoon, post-dinner). B2B brands have low-conversion periods (end of quarter, mid-campaign lulls). 🚀 Fix: Turn slow periods into gamified urgency. 📲 For Chick-fil-A: 📩 “First 100 orders between 2-4 PM get a mystery reward…” 📲 For B2B: 📩 “Next 10 calls booked get a free 1:1 strategy session…” 💡 Result? More engagement, higher conversions, and a fun, low-friction experience.

Zepto isn’t just selling groceries—it’s selling high-intent user attention to brands. 🛒📊 It has achieved a significant milestone by surpassing ₹1,000 crore in annualized advertising revenue, averaging over ₹83 crore per month.This accomplishment underscores the effectiveness of its in-app advertising strategies. Let's dissect Zepto's Order Tracking Screen  ↓ 📌 Here’s how they’re optimizing every pixel for brands: 1️⃣ Prime Banner Ad (Top Section) ↳HDFC Bank & Tata NeuCard ad placed within the order status card for high visibility. ↳ CTA ("Apply Now") in contrasting orange boosts engagement. ↳ Monetization via Sponsored brand partnerships with fintech firms. 2️⃣ Referral Incentive Module ↳ "Invite friends & earn ₹200" drives organic user acquisition. ↳ Gamified reward system increases DAU (Daily Active Users). ↳ Monetization via More DAUs = higher ad impressions. 3️⃣ Native Video Ad (Floating Player) ↳ Persistent video ad (bottom left) plays while users track orders. ↳ Likely CPV (Cost Per View) model with rewarded/skippable ads. ↳ Monetization via High-engagement video ad slots. 4️⃣ Mid-Screen Sponsored Ad (Kotak Bank) ↳ Banking brand ad placed mid-screen with a human element for better engagement. ↳ Monetization via Sponsored placements from financial brands. 5️⃣ Interactive "While Your Order Arrives" CTA ↳ Drop-down module for mini-games, surveys, & sponsored content. ↳ Monetization via Increases session duration, boosting ad impressions. What other apps do you think are nailing in-app ad monetization? Let’s discuss in the comments! 🔥👇 #ProductManagement #AdTech #ProductDesign #UIUX #UserExperience

Generic IPL campaigns don’t drive app engagement. But here are 8 real-time, contextual campaigns that can: 🕹️ Habit-Forming Bets/Orders • Spin-to-win for free entries Users who enter their fantasy team before the toss get to spin a wheel for discounts, encouraging early participation and repeat engagement. • Streak rewards for consecutive orders Users who order snacks on consecutive match days unlock progressively bigger discounts or free add-ons, building habit-forming behavior. 🛝 Match-Related Offer Adoption • Timer-based discounts for 100+ runs When a team hits 100+ runs, users get a countdown timer offering discounts on match-day gear or food, driving immediate purchases. • First 5-over cashback Users who place a bet or food order within the first 5 overs get instant cashback or free delivery, encouraging early action and faster conversions. 💬 Engagement Through Content • Live cricket trivia quizzes Users who answer match-related trivia during the game get XP boosts or free entries into future contests, increasing time spent in the app. • Player insights & expert picks A PiP video with expert fantasy picks or in-app stories showcasing player insights makes users feel part of the action and increases session duration. 🏆 Team Victory Flash Discounts • Team win, instant rewards Users who back the winning team get a discount on their next order or ride booking, leveraging the excitement of victory to drive post-match engagement. • Winning city/state-based rewards Fans in a winning city/state get exclusive discounts on food or rides for the next 24 hours, creating urgency and immediate re-engagement. 👉 You can find a lot more ideas for app growth during this IPL season in Plotline’s IPL Inspiration Guide Book: https://lnkd.in/esCviixB And please share your favourite app campaigns for IPL season too! #appgrowth #userengagement #userexperience #ipl

Over the last 5 years, I have watched 2,467 mobile apps go live. My FAVORITE strategy for a big launch…. EARLY ACCESS. It could be.... --> Early access to a new product or collection in the app, before it goes live on the website. --> Early access to app users for promotions, discounts, or sales, before the rest of the public. --> Early access to content that gets released in-app before going live on other channels. --> Early access to a brand's events and unique experiences. It's going to be your most loyal customers who are going to download your app. By giving them an experience where they gain access to something before everyone else... is the easiest way to roll out the red carpet for them. 💥 Check out the chart below --> CPG brand that has done $8.2 million in mobile app revenue in just the past 90 days. You see each of those spikes? Every single one of them were driven by an Early Access play. Like clockwork.... It gets those customers to stop, drop, and shop.