Kidspot is the most popular parenting lifestyle site in Australia, with over 1.3 million unique monthly visitors and over 68,000 Facebook "likes." As a natural response to the rapid adoption of smartphones and tablets by the mum demographic, Kidspot developed and released the BumpWatch mobile app. BumpWatch helps women hoping to conceive pinpoint their most fertile times of the month, offering them advice on how to increase their chances of becoming pregnant. It also helps expectant mums keep track of milestones along the pregnancy journey from conception to birth.
At launch, the BumpWatch app deployed push notifications messages as a way to interact with users, addressing the process of pregnancy in a "folksy" tone with fairly casual language, including references to "baby bumps" and enquiries as to how "junior" was doing. While reception to the app - and to the push notifications meant to keep mums engaged - was positive, the company was sure that engagement could be stronger.Objective
Kidspot's main communications objective was to increase user engagement with the BumpWatch app with the expectation that women who downloaded it would follow the push notifications' prompts more often and spend more time within the app. Longer app engagement also increases monetization opportunities, in this case the likelihood that the user will click on an invitation from a brand partner such as Huggies® to visit its website and join its Mums to Be Club. The company wanted to craft messaging that spoke directly to each user according to her individual point along the pregnancy journey, realizing that, just as a woman in her third trimester wouldn't fit into the jeans of a woman in her first trimester, the same principle applies to mobile messaging.
As there is no "one size" that fits all approach and as more and more consumers adopt mobile, the need to tailor mobile messages by ever more specialized segments grows. Kidspot wanted to identify exactly what kind of language would best pique the interest of women in these different segments: those trying to conceive and of expectant mothers in each week of the nine-month pregnancy process.
The company wanted to measure:
•How many app users were opening the push messages
•Which opened messages were leading to increased app exploration
•Which users clicked through to brand partners
•Which messages led users to access the "settings" section of the appResults
After the first round of A/B split tests carried out by OtherLevels over a two week period, Kidspot was able to identify with precision the kind of messages - less folksy, more clinical and concise - that makes mums curious to know more and keeps them engaging with the BumpWatch app for longer.
According to initial results, user engagement with the BumpWatch app increased by 87.5%, while a lift of between 200% and 300% was achieved based on the wider deployment of segmented messages shown to draw more interest from mums.