Deep links for higher voucher conversion
Description
Use deeplinks in the mobile app from push notifications directly into vouchers or events to drive a much deeper and meaningful engagement. Can be bundled with voucher utilization restrictions for further exclusivity
Examples of benefits:
- Improve Mobile App usage and benefit: Ensuring active engagement and mobile app usage
- Increase member transactions: Drives additional member transactions by getting members to use vouchers
The design of the loyalty best practice is important to ensure it has the right voucher, push message and utilization restrictions to maximize the success. Memberson can help you navigate both the business application and technical implementation.
Concept
Use deep links in the Mobile App to take the person directly to the voucher redemption or voucher detail page to both promote the particular product / event / benefit and to ensure higher redemption and conversion rates.
Execution Overview
- Set up new offer with voucher, you can either issue the voucher or leave it for redemption
- Define a push notification with deep links
- Execute the campaign and engagements
- On tap take the person directly to the voucher, either the voucher redemption page to redeem the voucher or directly to the voucher to utilize it
- Optional: use utilization restrictions to make it more exclusive
- Track voucher utilization
KPI
- Cost of benefit
- Increase in spending / purchases > 5%
Detailed Execution in Memberson Loyalty CRM Platform
The deep link functionality can go to various different places within a mobile app such as Message inbox, My Account Page, Events / News Page among others. However, for the purpose of this best practice we will direct the user to a specific voucher which has been issued to the member as a specific offer.
#1 Set up new offer with voucher
There are several different options you can use in terms of where in the voucher flow you want to trigger this and what type of restrictions that you want to employ. For this example, we will use the following logic:
- It will be issued to members that have spent at least an equivalent of SGD100 this year (2024 used in our example)
- Only the first 100 vouchers can be used (what we call utilisation restriction)
The purpose is to drive the end of season sale of a product. The first step is to set up the voucher and we have used some basic voucher setting as per the below screenshot.
There are many options around stock balance, redemption restrictions (total, member, daily etc) but what we will use in this case is the utilization restrictions and limit the total utilization to 100 (even though we may have issued more vouchers).
The next step is to issue out this voucher. We will create a campaign called “Special Restricted Offer to Spending Members” so we also can set up a deep link push notification in the same campaign.
We will use the following target criteria (just use the total spending and date):
The target criteria are used for both engagements (to give voucher and send push notifications).
#2 Define a push notification with deep links
For people to actively be aware of the voucher that has been given to them we will now in the same campaign set up a push notification that will go out the day after the vouchers have been issued to the members.
We will set up the push notification with deep links so by tapping the push notification the user is directly taken to the voucher they have been given. There are many pre-configured options where to go within the app once you tap the notification but for this use case it should go to the voucher.
A few things to note when setting up the design for the push notification. The action field defines what deep link you want to set up and the action parameter defines in this case the actual voucher that the user should be redirected to.
We also include a notification image and a voucher which will allow the user to go to the voucher from the message inbox within the app as well.
#3 Execute the campaign and engagements
We have now set up the campaign and individual engagements to be executed after each other (voucher first and then push notification). We could of course add more communications and reminders via other channels as well but for this scenario we will restrict it to one voucher followed by one push notification.
#4 Member receives push notification and taps on it
The member would already have received the voucher and once the push notification comes to their phone they can tap on it. Once they tap on the push notification they will be immediately taken to the voucher in My Rewards and they will see exactly how many vouchers that are available.
If they missed the push notification or has turned it on, once they go into the App they will see that they have a new message / notification and can access the message in the inbox. From the inbox if they press the Show Voucher button they will be taken to the voucher directly.
#5 Track voucher utilization
You can now track the voucher utilization either directly in the Voucher Admin page or you can run the voucher utilization report to see additional details around the utilization.
It is of course possible to set up various similar combinations and scenarios including multiple messages. However, by sending a push notification that takes the member directly to the voucher, it increases the chances of the member actually using the offer and making the purchase.
