About the use case

Optimizing the timing and approach for nudging users toward subscribing to a paid plan is crucial for increasing conversion rates. Offering engaged users a premium experience trial can help them build a habit and incentivize upgrading to a premium plan.

This use case focuses on creating a personalization campaign that offers a reverse trial if the user matches the "Power user" criteria.

Good to know

A reverse trial means that if the user does not upgrade, it reverts to the Free plan after the trial period ends.

Benefits

• Increased conversion rates. Offering targeted trial experiences can effectively nudge power users to subscribe to the Premium plan.
• Enhanced user experience. Tailoring the trial experience based on user behavior provides a more personalized and engaging experience.
• Higher user retention. Providing a taste of the Premium features can help build user habits and increase long-term retention.
• Data-driven optimization. Leveraging user behavior data to optimize trial offers ensures a more effective conversion strategy.

How It Works

Step 1. Set up tracking for user activity

1. Install Intempt's iOS SDK:
   • Integrate Intempt's iOS SDK into your mobile app to start tracking user activities. Follow the iOS SDK integration guide to ensure proper setup.

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Step 2. Define key user events

1. Identify key events:
   • Track user activities such as listening to songs and visiting the subscription page. For example, song_listened and subscription_page_viewed.
2. Set up event tracking:
   • Configure these events by adding the "track" or "record" methods in your iOS app. Refer tp iOS SDK for a complete event tracking guide.

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Step 3. Create segments based on user behavior

1. Create segments in Intempt:
   • Navigate to the Segments section and create new segments based on the tracked events. For instance:
     • Power Users - High Interest: Users who signed up in the last 7 days, listened to more than 100 songs, and visited the subscription page more than 5 times.
     • Power Users - Moderate Interest: Users who signed up in the last 7 days, listened to more than 100 songs, and visited the subscription page less than 5 times.

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Step 4. Set up server-side personalization

Personalization allows you to deliver targeted content to users based on their behavior. We will create multiple experiences tailored to different user segments in this case.

1. Create a new personalization campaign:
   • Go to the Personalizations section and create a new server-side personalization campaign named "Reverse Trials & Paywalls".

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2. Add experiences for each user segment:

1. Create experiences within the campaign, each targeting a different segment using the code editor. Ensure that targeting conditions are based on the user behavior attributes.

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Experiences:

1. 3-day Premium Trial:
   • Targeting: Users that belong to Power Users - High Interest segment.
   • Changes:
     • Title: Limited offer for unlimited access. Get a 3-day Premium trial.
     • Body:
       • Ad-free music listening
       • Download to listen offline
       • Unlimited skips
       • On-demand playback
   • Steps to configure:
     1. Open Code Editor: Select the experience for Power Users - High Interest and open the code editor.
     2. Edit Content: Use the JSON payload to define the personalized content.

{
  "title": "Limited offer for unlimited access. Get 3-day Premium trial",
  "body": {
    "features": [
      "Ad-free music listening",
      "Download to listen offline",
      "Unlimited skips",
      "On-demand playback"
    ]
  }
}

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Explanation: This experience targets users who have shown high interest in subscribing by frequently visiting the subscription page. Offering a shorter 3-day trial leverages their high intent to convert them quickly.

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2. Experience for 5-day Premium Trial:

1. Targeting: Users that belong to Power Users - Moderate Interest segment.
2. Changes:
   • Title: Limited offer for unlimited access. Get 5-day Premium trial
   • Body:
     • Ad-free music listening
     • Download to listen offline
     • Unlimited skips
     • On-demand playback
3. Steps to configure:
   1. Open Code Editor: Select the experience for Power Users - Moderate Interest and open the code editor.
   2. Edit Content: Use the JSON payload to define the personalized content.

{
  "title": "Limited offer for unlimited access. Get 5-day Premium trial",
  "body": {
    "features": [
      "Ad-free music listening",
      "Download to listen offline",
      "Unlimited skips",
      "On-demand playback"
    ]
  }
}

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Explanation: This experience targets users who have shown moderate interest in subscribing by visiting the subscription page fewer times. Offering a longer 5-day trial provides more time to experience the Premium features and incentivizes them to subscribe.

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Step 5. Configure targeting and display settings

1. Set targeting conditions:
   • For each experience, configure the audience targeting based on the relevant behavior. Ensure that the conditions match the specified criteria for each segment.
     • 3-day Premium Trial: Users who belong to Power Users - High Interest segment (signed up in the last 7 days, listened to more than 100 songs, and visited the subscription page more than 5 times.
     • 5-day Premium Trial: Users who belong to Power Users - Moderate Interest segment (signed up in the last 7 days, listened to more than 100 songs, and visited the subscription page less than 5 times).

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2. Define display rules:

1. Set the display frequency to ensure the personalized content is shown only once per session.

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Step 6. Launch and monitor the personalization campaign

1. Start the personalization campaign:
   • Once all experiences are set up and configured, start the personalization campaign in Intempt.
2. Monitor performance:
   • Use Intempt's Personalization Analytics to track the performance of each experience. Key metrics to monitor include:
     • Unique views: Number of users who viewed the personalized content.
     • Conversion: Number of users who completed the desired action, such as subscribing to the Premium plan.
     • Conversion %: Percentage of users who converted based on the total audience targeted.
     • Lift: Improvement in conversion rate compared to the control group.
3. Adjust and optimize:
   • Based on the analytics data, make necessary adjustments to the experiences to improve performance. For example:
     • Refine targeting criteria: If a specific segment is not converting well, consider adjusting the targeting criteria to match user behavior patterns better.
     • Test different trial durations: Experiment with different trial durations to find the optimal length that maximizes conversions. For instance, try a 7-day trial for users who are less engaged.
     • Enhance trial features: If users are not converting after the trial, consider adding more compelling features to the trial experience, such as exclusive content or additional perks.
     • A/B Testing: Conduct A/B tests with Experiments to compare different trial versions and determine which version performs better in conversion rates.
     • Personalized follow-ups: Implement personalized follow-up messages for users who did not convert after the trial, offering them another chance to try Premium or highlighting different features that may interest them.
     • Analyze user feedback: Collect and analyze feedback from users who participated in the trial to identify pain points and areas for improvement in the trial experience.

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