How to CreateIn-App and Push Messaging ContentTRULY AWESOME

Creating Compelling ContentDetermine the Best Content Type for Your Target Audience

Identify Your Campaign Funnel

Create a Customized Offer

Write The Right Content

Use A/B Testing to Strengthen Your Copy

Use Marketing Automation To Expand Opportunities

Examples by VerticalEcommerce

Media & Entertainment

Social Media

Games

Health & Fitness

Travel & Lifestyle

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Why Content Matters(Here, Now and For Your App)

In a little less than five years after launching, Apple reached 50 billion App Store downloads. Those are downloads from the over one million apps available in the App Store today.

There is an abundance of apps competing for user attention right now, so standing out from the crowd by capturing and maintaining user attention is a survival necessity. Engaging users, or improving your app’s “stickiness,” is the way to win, but it’s not as easy as it seems.

Recently, we found that there’s a 60% chance users who don’t come back within 7 days never return. The simple truth is that the brands that are able to bring users back time and time again are the ones that see a positive ROI.

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App messaging, which includes push and in-app notifications, has become one of the most successful strategies for capturing (and keeping) user attention. In fact, 44% of cell phone users have slept with their cell phone by their side so they didn’t miss a notification, signaling that they are open and ready to receive the right kind of messages.

The hyper-connected, omni-channel world we live in is the direct result of consumer demands - and today, those demands center around an engaging app strategy. Mobile users’ expectations are high, and surpassing those expectations is an issue brands are facing now.

So if content is indeed king and mobile is the way of the future, there’s no better place to invest your app marketing time than in creating messaging content that resonates with your users, prompts immediate usage and boosts long-term engagement.

App messaging content can range from the necessary (weath-er alerts, emergency updates, new app versions) to the “I didn’t know I wanted it, but now I do” (rewards programs, fitness tracking reminders, and wish list-specific discounts). At every point of the spectrum, in one way or another, your app users are looking for a more engaging experience and concrete reasons to interact with your app.

Because here’s the real reason they downloaded your app: to make their lives easier or better. The inherent functionality of apps

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is to help someone complete a task, and with their broad accessi-bility, apps have become the channel that provides the best, eas-iest solution possible. More than that, apps represent a new and exciting way to engage with a brand, something consumers are clearly responding to, based on the number of App Store down-loads in recent years.

To accomplish these goals, you need content that is compelling, helpful and targeted within the right context and a short character count. Using this guide, you’ll be able to create content that does just that, boosting your push and in-app messaging campaigns be-yond the norm into the realm of great.

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App Marketing GoalsMeet today’s high user expectations

Increase engagement and user interaction

Provide users with the right solution, action or offer

Prompt in-app conversions and improve retention

Determine the Best Content Type for Your Target AudienceEach and every app messaging campaign you run should be high-ly targeted to a group of relevant users. Say you’re a sports media app, and you want to notify Steelers fans with the final score after every game. That requires segmenting your users by certain attri-butes, which could include:

Users who are self-identified Steelers fans

Users who check game scores 2x times per week during the regu-lar season

Users who have opted in for push notifications

The attributes you choose to segment by will differ as your goals and campaigns evolve, and there are various options of segments available depending on which combination of attributes you high-light.

Here’s what you need to avoid: sending the same message to all of your app users, at any point in time, without first segmenting them.

Once or twice is alright; for app update notifications, it makes sense, but if you do this on a regular basis, you risk alienating all of

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your users - from the under-engaged users you want to bring back to the loyal users who already favor your app.

Once you have your target audience in place, the goal is to identify what kind of content will resonate most with this group of users. In some cases, like the example above, it can be as cut-and-dry as a push notification with a game score. In other cases, and across push and in-app campaigns, the need for creativity will vary, par-ticularly once you start running campaigns rooted in conversion events.

For apps that offer in-app purchasing, segmenting most impor-tantly allows you to identify user personas and align your content accordingly. To create the best content possible, you should start with a solid picture of your users in mind. Are they buyers? Game players? Content sharers? What are their biggest needs, interests and concerns? How long do their sessions typically last, and how often do they return? Are you targeting organically earned users, or ones who originated from acquisition campaigns?

You can start identifying your user (and buyer) personas based on their app screen flows and past interactions, and use that as the basis to inform the key question: what kind of content would be most relevant to them?

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Bonus Tip: Add a Level of Personalization

Personalization in marketing, across all channels, is a hot-button topic. Brands want a way to tailor content to their prospects, cus-tomers and users without overstepping boundaries and souring the experience. While there’s still a lot to learn, there are ways to start personalizing your push messages that speaks to your audi-ence, and, in many cases, proves useful in alerting them to essen-tial information.

This is where profile and behavioral data come in to play. Profile data includes individual user attributes, such as location, gender, customer type, credit, email opens, and more, and includes user data gathered across every channel, including your app, in-store,

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Hesitant Harold needsto get all the details first

Text-Heavy In-App

Social Steve alwayshas his phone nearby

Quick Alert Push

Artistic Andy respondswell to visual messagesImage-Focused In-App

online, email, and others. This gives you greater insight into your users, and allows you to add a level of personalization.

Gathered in-app, behavioral data represents all of the ways your user has interacted with your app over time, including sessions, screens viewed, conversions, push and in-app message opens, and funnel drop offs.

Take This Use Case

Sarah is the marketing manager for an eCommerce app. She wants to send an in-app notification to customers who have been grant-ed a $20 credit when they put something in their cart. She could export this data from their EMM system, and pass it to her app marketing platform. There, she can create an in-app campaign for all of the users who have a $20 credit. Down the road, should she choose to be more targeted in her efforts, she could add to that segment users who have made an in-app purchase at least once in the last three months, combining profile and behavioral data for better results.

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Identify Your Campaign FunnelYour funnel is made up of a series of events you want your users to complete. In some cases, your desired conversion event is a simple click-through on a push message. In others, it’s a series of steps (launched by a well-written, perfectly-timed message) that create a campaign-specific conversion funnel.

The essential question to first ask is: what steps need to be taken in this process to result in a conversion? For example, say you’d like to run an in-app messaging campaign converting passive read-ers to active subscribers on your media app using a special dis-count. Your funnel could look like this, in which your user:

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Step 1Clicks through push message

Step 2Clicks through in-app message

Step 3Chooses subscription type

Step 4Enters discount code

Step 5Confirms subscription

Your funnel could be one event or five, but understanding the var-ious steps you’re prompting a user through allows you to answer this question: What is the copy that’s going to kick start successful completion of that funnel?

Map your copy to your campaign effectively by highlighting the content that will move users through the funnel. Does it start with a push or an in-app message? Is it recurring over time, or stand-alone? What is the primary conversion goal to highlight in the copy? Having these answers at the onset of your content creation eliminates guesswork, and because it’s tailored to the right user base and the established funnel stages, it will make your copy that much stronger.

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Comparing StepsStep 1’s push message should re-engage the passive reader with a friendly tone that doesn’t try to sell the product.

Step 2’s in-app message follows up with a highlighted discount to entice the user to sign up.

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Create a Customized OfferWith your chosen user segment in hand and an idea of how your campaign will work to complete the conversion funnel, create an offer targeted to address that set-up specifically. The best app messaging campaigns are those born from data. Whether it’s an exclusive sale or discount code, access to premium content, or a prompt to follow your brand on social media, your offer should speak to your audience, fit the funnel, and serve to increase en-gagement and improve usage.

More than that, you can customize your campaign to trigger based on certain events and include specific audience attributes. For example, if your user has completed an in-app checkout, you can use that event to trigger a survey asking about their experience. Alternatively, if you want users browsing your products to make an in-app purchase, you can launch a discount campaign for shoes to a segment of users who viewed shoe product pages in the past week.

Great copy is pretty pointless if the offer doesn’t suit the audience or align with a funnel. It’s a case of getting all of your marketing ducks in a row before sitting down and putting pen to paper, as having these insights ahead of time makes each step in the con-

tent creation process easier (and more enjoyable).

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Write the Right ContentDeveloping great content can be a challenge no matter the medi-um, but given the space restrictions and short attention span of us-ers, creating effective content for your mobile or web app presents additional challenges.

However, app messages also open up a world of possibility for communicating with your customers and prospects, and present an opportunity for creativity in brevity. There’s a lot to learn about what works for your brand and your users, but start with these best practices and you’ll be on the right track!

The Components of Constructing Successful Campaign Content

Push Messaging

Push messages are sent to users who aren’t currently interacting with your app - we often refer to them as a “tap on the shoulder.” About 68% of people have enabled push notifications for their apps, and 70% of consumers found all types of push notifications to be valuable.

But there is a definitive need to improve push messages to har-ness the opt-in numbers we’re seeing. When used incorrectly,

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push notifications can be a nuisance, and reason enough to un-install an app. When used right, however, push messages can be invaluable in promoting app usage and retention, especially in re-engaging latent users.

Push messages allot little space for copy, and can have a lifespan of seconds or compete for user attention in a long list amongst a host of other app notifications. What does this mean? That deliver-ing on eye-catching copy is a must.

Because of their nature, push messages are great for time-sensi-tive and location specific information - such as sale ending today, flash sale, geo-targeted messages, breaking news, emergency alerts; anything that is compelling enough to pull a user back to the app or important enough to elicit an interruption.

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1. Go for Concise, Actionable Copy

Much like meta descriptions, tweets and other modern marketing mini-messages, there are character limits associated with push messages. Depending on the display type (banner alerts, lock screen alerts, and pop up alerts) and the platform, your push mes-sages can cut off between 30 and 230 characters, making short copy the ultimate goal.

You also want to make clear the purpose of the push message rel-atively quickly. With few seconds to catch a user’s attention (or sit-ting as just one in a list of notifications upon checking their phone), your message needs to identify the value, goal or reward behind the notification to prompt an open. Be upfront with the ask, but make it primarily about what benefit the user will gain from clicking through.

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Adding actionable language that prompts the user to complete an action, even if that action is opening the message itself, helps highlight the immediacy of the message. Using verbs like “act now,” “shop now,” “discover,” and “redeem” put the emphasis on the user to complete an action -- one that will ultimately earn them something, whether it’s an important news item or interesting ar-ticle, how to unlock a game badge, installing a crucial update, or confirming a flight status.  

Push messages are sent in a standardized format, and don’t allow you to customize design and add images. So the best push mes-sages are those that can clearly and immediately communicate their purpose, and those that can work in voice when possible. Make up for a lack of visual branding by infusing your push mes-sages with your own dose of brand-specific personality. Personali-ty can work wonders in setting you apart from the competition and engaging users faced with a list of push notifications. Your users will connect with this and over time, as more push messages come through, will get a better sense of your brand.  

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There are cases for longer text in push messages, primarily when it’s a daily or recurring notification that users have come to expect, and already understand the value of. For example, educational apps might find longer push messages more successful because the user is looking for more information off the bat. The case is similar for breaking news stories, which might need more context in order to be effective or intriguing. Push content that’s longer form should be used strategically, as you never want to bore your user or have too much text cut off.

2. A Note About Apple’s iOS 8

Even in mobile, the times, they are a changin’ (and we wouldn’t want it any other way!). The new iOS 8 platform from Apple does just that with the introduction of interactive or “actionable” push messages. With interactive push messages, the campaign CTAs are right in the message, allowing the user to accept or dismiss without opening the app. Users will also have the ability to re-spond to things within the push notification, such as comment on or like a Facebook post, without opening the app.

This is something to consider in the future when writing your push notifications. Yes, it’s still true that short, actionable text is best, and this update doesn’t change the foundation of good push content. However, there could be a greater need to make clearer the ac-tion required in the push message, or flexibility in how the user can complete that action (here are more details on iOS 8 changes and what they mean for your app).

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In-App Messaging

In-app messages engage users who are currently in your app, and should be presented as a natural part of the app experience. A great in-app message is targeted to arrive at the right time during the user experience and present an offer in line with that user’s current actions. They are more subtle, and are can be part of your overall app experience, allowing you to derive more value out of users already using your app.

In-app messages have fewer character and design restrictions than push messages, allowing you to deliver more brand-specific creative. Instead of being text-only, in-app messages can be fully designed and sent as a clickable image.

Your brand is top-of-mind when a user is in your app, so in-app messages are great way to ask for feedback, introduce new fea-tures or nudge them towards a particular conversion or purchase action. On average, in-app messages are opened more often than push messages, because the user is already in your app.

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1. Try a Headline

Clear headlines can be hugely effective in initially capturing user attention. When used, headlines are the largest body of text in the message, and serve as the content your users’ eyes will gravitate to first. They also serve to introduce the desired action of your in-app message, conveying purpose before the user starts reading the (relatively) longer copy that follows.

2. Keep the Copy Concise (But Leave Room for Experimentation)

Unlike push messaging, which is limited in terms of copy, in-app messaging has room for more content. Still, many successful in-app messages are able to convey value in as few characters as necessary. To get mobile users to engage and not exit the mes-sage, your content here should also be concise and persuasive. What you want is to elicit a quick (and positive) response that im-mediately starts funneling your user through the campaign conver-sions.

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That being said, there is more room in in-app messages to play around with your content and experiment to find what works. One tactic is to highlight the why it’s important. It could be because of the timeliness and exclusivity, with copy such as “limited time only,” “don’t miss out,” or “exclusively for our fans.” Or, it could be a “thank you,” such as “thanks for using our app” or “We’ve loved having you as a customer.”

For discount-specific offers, present the discount code upfront, so the user can easily access and act on it. Clearly outline what the offer is, such as “Celebrate Mother’s day with 7 days free,” “Get 30% off your first app purchase,” or “Just for you: free shipping on all sneakers.” This is where having app analytics in place is crucial: when you know where in your app your users are, you can send them the right offer (are they looking at a pair of sneakers on a screen in your app? That’s the perfect time to send them the previ-ous in-app message).

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Running a social media-based promotion? Then details are crucial. While with other offer types you need to be quick and concise in communicating the offer, some promotions, contests or giveaways require more context, such as applicable dates, rules, and ways to enter. Make these as graphically clean as possible, so that long-form text doesn’t crowd the space.

3. Make Your CTAs Visual

Here’s where web and mobile marketing most closely aligns: CTAs are just as important in converting prospects. If you decide to use a CTA, you want to determine which colors, content, sizing, and format will work best for your brand. Buttons are often a safe bet to draw the user to click through, but because your entire in-app message is clickable, your CTAs can be more creative with format-ting and text. Successful in-app CTAs are visually bold and easily identifiable, so that the user can immediately act on the offer.

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4. Add Graphics and Branding

Your users are highly visual – adding graphics or other illustrative branding to your in-app messages help grab attention, reinforce brand identity and improve conversions. You want to avoid your in-app message looking like an ad, and instead present a branded campaign that looks natural within the app. Think of your in-app messages as condensed emails; the visuals should complement the copy in a way that increases brand credibility and improves click-through rate (succinctly and within a small space).

The most important elements of the content to keep in mind when creating the visual is typeface, color usage, relevant images, brand identity requirements, and overall readability. A user might be con-fused by an in-app message that looks so visually different from the rest of the app, and similarly, won’t give a second look to a message that is overcrowded and difficult to read.

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Use A/B Testing to Strengthen Your CopyA/B testing your mobile app used to be a complicated process involving engineering time and app store re-submissions. But not all app improvements are made in the UX or UI. Now, you can A/B test in-app messages in the same way you do landing pages or emails. By using A/B testing, you will know what works best within your campaigns by comparing multiple, varied offers and defining the elements that resonate most with your users.

Plus, you can A/B test the frequency and timing of your app mes-saging to discern the logistics of sending your most successful campaigns out. Identifying the right time to send your users an in-app or push message is just as important as creating the best con-tent. If you hit your user at the wrong time, it could spell disaster for that campaign no matter your offer.

Most notably, though, A/B testing allows you to try different copy for the same offer to discover your own set of best practices. Do your users respond to humor, or numbers? Do they click-through on 2 for 1’s or X% discounts? Do they prefer highly visual vs. more text? You can discern all of this with app A/B testing.

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Streetwear and sneakers app Swaag A/B tests their in-app mes-sages with variations on copy, background images, and rating graphics, to determine what content results in the greatest conver-sion.

Bonus Tip: How to A/B Test

For step-by-step details on how to A/B test your app, including the six best practices to follow when launching a test, download the Ultimate Guide to Mobile App A/B Testing.

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Use Marketing Automation to Expand OpportunitiesMarketing automation is the gold standard today – and for apps, capabilities are advancing rapidly.

With your segments in place, you can use automation to “auto en-roll” new users as they meet certain criteria. This means that those new users will automatically receive the in-app or push message that they have qualified for – ensuring that you never miss a new opportunity to convert more users.

You can also automate recurring messages that go out as part of an ongoing campaign. This way, you’re engaging users with cer-tain content over time, as you would across other channels (you might notify customers via email about an upcoming/current sale 2-3 times instead of stopping after one initial message - that strate-gy is applicable here!).

Not only does automation make your marketing smarter, but it also makes it more efficient, saving you time and resources. The more eyes your messaging reaches, the better, so automation is a great tactic for extending the life of your content and engaging new us-ers as they start interacting with your app.

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5 (Extra!) Tips For Going Above and Beyond with Campaign Content1. Always let your users tell you what they want

Great apps are customized to provide the most relevant informa-tion possible -- part of that is allowing your users to self-identify what notifications they want to receive (along with when and how often). With these guidelines in place, you have a greater chance of engaging your users on their terms, and have already honed in on what kind of content they are most likely to respond to. Having this information also allows you to truly target your content to the right users, and gives you some creative wiggle room since you already know what notifications users are expecting.

2. Use location as part of your targeting

When appropriate, and using user-provided location data, you can send campaigns to a certain segment of users with a geographical-ly relevant offer: if you have a new store opening in Boston, target app users in the area and let them know the big news! When done right, using location data allows you to send more messages to us-ers and engage a particular segment all without bombarding your entire user base too often.

3. Don’t link to your website

Simple, but true: all app messages you send out should take your user to the app, not to your website. It can be tempting to send

your app users back to your website, which typically contains more information and would engage them on another channel. But this is often confusing and a turn off for your app users. There are oth-er ways to connect with them cross-channel (see #5), but in this case, they’re only asking to interact with your app.

4. Deep link to the right screens

Deep linking ensures that when a user clicks to go into your app, they go to the right, contextually relevant screen within your app (as opposed to just opening it to the home screen). Deep linking is a great way to enhance the effectiveness of your app marketing campaigns. You want to make sure that the campaign is directing your user to the most relevant screen possible. When your users are presented a clear way to complete a desired action or convert on an event, the likelihood that they will do so is much higher.

5. Use app messaging as part of a larger marketing strategy

Forty three percent of consumers are more likely to make a pur-chase when mobile messages are part of a marketing experience that unfolds across different channels over time. Don’t think of your app as a stand-alone channel - integrate it into your larger marketing plan, along with other mediums like email, in-store pro-motions, and social media, and use it strategically to speak to pros-pects and customers. Doing this correctly means taking care to not overwhelm your users and creating a fluid, natural experience over time.

Best Practices For Your IndustryUsers have varying expectations depending on which app they are interacting with. There are some industry-wide campaigns that work for everyone, including NPS and customer surveys, special offers and discounts, upgrade notifications, new feature announce-ments, and “We’ve Missed You!”s that should be a basic part of your marketing arsenal (to learn more about running these cam-paigns, download our Beginner’s Guide to App Marketing).    

But certain industries have found success with a particular set of notification best practices that truly highlight each vertical. Beyond that, others have found ways to use app messaging creatively, to improve conversions, ease-of-use and overall experience to make future interactions more profitable and engaging.  

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EcommerceA solid 50% of people say the #1 reason they download apps is to receive discounts and special offers -- no where is this more appar-ent than in eCommerce apps, which users often turn to for quick purchases and mobile-only offers. Because users have down-loaded your app, they expect that act of loyalty to trigger specific discounts and other money-saving offers on your part. While this doesn’t always fit with your app goals, and each brand is different in deciding where the value lies in their app, these types of deals are a sure bet in not only boosting engagement, but improving in-app purchases and other key conversions.

POPULAR CAMPAIGNS

Discounts and sales

Special offers

Flash sales

Product in cart reminders (and other shopping cart abandonment responses)

Credit notifications

Real-time bidding alerts

Deals of the day

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Who’s Doing It RightUK-based retailer Topshop goes beyond marketing campaigns with their in-app messaging, creating a personalized experience by allowing app users to save their default size to help in product selection and expedite future checkouts. Adding this level of cus-tomization makes the user experience easier and more efficient (plus eliminates bumps in the purchasing funnel down the road).

Media & EntertainmentMany times, the goal of your media app is to get users to engage longer and more frequently with your content, and to be able to monetize that content consumption in a sustainable way. As tra-ditional print publishing slows, media brands are looking to apps and complimentary mobile solutions to encourage readership, and make a profit. Common ways to measure and utilize data is by arti-cles viewed, content shared, ads clicked, and direct sales, so driv-ing this behavior is common in media app messages.

POPULAR CAMPAIGNS

Subscription offers and discounts

Relevant news alerts (informed by user data such as geographic location and identified interests)

Breaking news alerts

Related content (“If you enjoyed that, read this”)

Event reminders

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Who’s Doing It RightNews accumulation app Flipboard allows you to select the kind of news you’re interested in from across all channels and create your own magazines. They used in-app messaging to announce updates to the app that make creating your magazines easier and enhance sharing capabilities.

Social MediaIt’s easy to assume that social media apps, given their high-touch nature, are fundamentally different than brands that are adding apps to their marketing fold. In a way, this is true. Social media apps meet a distinct human need: one for interaction with other people. In social media, notifications aren’t attempts to encourage purchases or specific conversions, but each represents an individ-ual notification from a friend or a group. Because of this, many so-cial media apps rely heavily on push notifications, including Face-book, Twitter, WhatsApp (now Facebook, too) and Snapchat.

POPULAR CAMPAIGNS

Account notifications

New messages

Photos added

Friend updates

Event reminders

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Who’s Doing It RightIt’s no secret that Pinterest, a cross between a lifestyle and social networking app, has grown exponentially over the past two years. One of the primary elements of the app offering is sharing notifi-cations. In their web app, especially, these messages work well to keep users up-to-date with real-time sharing, re-pins and likes, while still allowing you to interact with the app uninterrupted.

GamesIn 2013 the mobile games market was worth $12.2B globally. Game apps are being played more and more as users look for a little entertainment and brain activity, so differentiating your game from others is essential. They’re also the perfect platform for in-app messages that facilitate the playing process, by fitting in to the natural flow of the game. Games range from the complex to the disarmingly simple, and apps at every point in the spectrum can be successful with user and level-specific messaging campaigns.

POPULAR CAMPAIGNS

Play reminders

Help to complete level

Other players entered

Credit earned or action achieved

In-app ads

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Who’s Doing It RightConnect-the-dots game, Dots, awards you when you complete levels and provides the option to share your success. In this case, after completing five rounds, you win a hamburger trophy. It might not seem like a lot, but engaging game users is even more difficult considering the myriad of options and the short span of most mo-bile games. Providing recognition at certain intervals encourages positivity and continued playing.

Health & FitnessHealth and fitness apps have seen huge growth recently. Because users are inherently on the go whilst working out, companion apps that keep them on track and enhance their fitness routines are rising in popularity. Beyond that, apps that connect people with pharmacies, doctors, and other medical professionals and negate the need for as many in-office visits open up an entirely new world of healthcare options.

POPULAR CAMPAIGNS

Fitness goal reminders

Workout tips and recommendations

New programs (running paths, local classes)

Notifications from doctors (answers to questions, appointment re-minders)

Prescription reminders

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Who’s Doing It RightPact app users agree to this set up: they will be charged money if they don’t complete a set amount of workouts per week. Pact will send users reminders throughout the week to stay on track with their goals, and notifications of when they are about to be charged. Plus, Pact integrates with other fitness apps to track your workouts, including RunKeeper (who have also used A/B testing to encour-age users to log new activities in their app).

Travel & LifestyleThe biggest asset travel and lifestyle apps have to offer are the tasks they can make easier (or even automate) for you. Most peo-ple love traveling, but few actually enjoying the planning process, and even fewer enjoy working out the transportation logistics. Sim-ilarly, when faced with traveling to a new area, the best apps are ones that make your planning easy and set you off in the right di-rection. Other lifestyle apps like Zipcar and Uber make it easier for you to move around (and make the experience more enjoyable).

POPULAR CAMPAIGNS

Last minute flight offers

Check in information

Flight updates

Area recommendations

Car rental availability

Route directions

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Who’s Doing It RightCar booking app Zipcar allows you huge flexibility in changing reservations, extending your reservation through their app or using text messaging, and sends notifications of critical updates. It might not be that glamorous, but it is helpful, worthwhile, and appreciat-ed by paying subscribers, especially when on the go and in need of quick fixes.

Keep the Content ComingPush and in-app messaging campaigns are not one-time events – to truly keep your users engaged, you’ll want to hone in on an on-going content strategy that works best for you. What we highlight-ed here may not resonate with your users, so find out what does. Gather feedback, track click throughs, conversions and purchases, and play around with language and humor.

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