Drive MAU through Aha! Moments with gamified customer touchpoints

Grace Alexander

MarTech Blogger | November 23, 2021


Building a strong MAU base is crucial to growing your brand. Your MAUs (Monthly Active User) are your most interactive customers, but if you are not providing them with continuing opportunities to engage, you could be missing chances to convert.

By creating a road map that anticipates and proactively encourages customer behaviors, brands can continually prompt engagement and keep the customer journey active, leading to more and repeated conversions.

What is Your MAU Ratio?

The effective reach of your brand is determined by the number of active users measured over time. Your daily active user (DAU) number counts how many unique users were active in the span of a single day.

Your monthly active user (MAU) number measures how many unique users were active at least one time within the one-month window.

The relationship between these two numbers — DAU divided by MAU — provides the MAU ratio. The higher the percentage, the more people your brand is reaching consistently (stickiness). A 20% ratio is an acceptable range for many industries. A brand like Facebook has a (self-reported) MAU ratio of 50%.

Each wow moment provides an opportunity to encourage a customer to perform a trigger event.

Monthly active users are important because they are consumers you can reach through lifestyle marketing. Think about Facebook. How many users get up, check Facebook, and maybe play a round or two of a game on the platform before work? Facebook has become part of their lifestyle.

From Wow to Aha! and Beyond

Customer journeys consist of multiple touchpoints. When a customer’s journey ends, so does their engagement with the brand. Brands must then work to restart a customer journey or create a new one.

By creating a road map that anticipates and proactively encourages customer behaviors, brands can continually prompt engagement and keep the customer journey active, leading to more and repeated conversions.

Gamification delivers instant gratification through hyper-personalized rewards through customized engagement mechanics that drive the customer journey from one micro-experience to the next.

Each touchpoint provides an opportunity for customer engagement and a wow moment. So, what is a “wow” moment? It is when you offer a pleasant surprise for your user and exceed their expectations, even in a small way.

In gamification, this can mean giving them a free powerup for the next game round or extra points just for logging in. For a bank, you might provide a stamp every time your user checks their balance. For a retailer, you could award points when they click to view the day’s deals.

Every Aha! moment reinforces your value to the customer and encourages them to keep engaging with your brand, performing actions that directly correspond to increased revenues.

Each wow moment provides an opportunity to encourage a customer to perform a trigger event. Maybe it’s just playing another game round. Perhaps it’s clicking to compare rates for their insurance coverage. It could even be agreeing to take a short, two-question survey that provides your business with beneficial data on consumer wants, needs, or behaviors.

Every trigger event provides the opportunity to wow the customer again. When they complete the desired action, they receive another reward or incentive. This could be a special offer, extra points that can be banked toward a tangible reward, or a discount code. Every action they perform and every reward they receive helps to establish the lifestyle ecosystem you are building.

When the customer is wowed repeatedly, they can experience an Aha! moment. This “Aha!” moment is when the customer realizes and understands the value of your product/service, and becomes both more loyal to your brand (and more likely to share it with or recommend it to others).

When nurturing customers through multiple micro-experiences leads to Aha! moments, brands never miss a chance to interact with customers and drive revenue-connected actions. Every Aha! moment reinforces your value to the customer and encourages them to keep engaging with your brand, performing actions that directly correspond to increased revenues.

CX + UX = Success

Customer experience (CX) is the journey, touchpoints, and milestones your customers progress through via engagement with your brand. User experience (UX) is how easy the environment your users interact within makes completing various actions.

Perx ties the two together, making every customer interaction with your brand easy, fun, and part of a larger plan to drive revenue. Gamification delivers instant gratification through hyper-personalized rewards through customized engagement mechanics that drive the customer journey from one micro-experience to the next.

By streamlining and aligning both CX and UX, you create a continual customer journey user experience that can do all of the following:

  • Acquire new customers, whether through referral or introductions to your gamification experience through a business app or an ad.
  • Activate these customers by incentivizing them to perform their first action, giving you the opportunity to wow them.
  • Retain your new customers by keeping them engaged with continued incentivized touchpoints and wow moments.
  • Drive revenues when your customer reaches an Aha! moment after continued rewards tied to desired behaviors.
  • Attract new customers thanks to the referrals your existing customers generate for your brand.

Gamifying each touchpoint on the customer journey allows you to keep customers engaged. When you track your customers and analyze their behaviors, you can identify important milestones at which your customer is ripe for a nudge.

Using push notifications via SMS or email when a customer has nearly achieved a milestone gives you the ideal opportunity to incentivize the desired action.

For example, an active customer with 8 stamps out of 10 can be provided with an opportunity to perform an action that wins them two stamps instead of just one, allowing you to wow the customer by boosting them to reach their goal, and guide them toward an Aha! Moment.

By unearthing deeper insights into customer behavior and creating additional customer-brand touchpoints, you can stay top-of-mind as you build your brand’s tribe and gamify critical journey milestones to increase campaign completion and engagement rates.

The cycle of action and reward can be repeated over and over. The customer becomes accustomed to participating in your gamification as part of the lifestyle environment. Continued interaction and revenue-driving actions increase their lifetime value (LTV) to your brand, and prepare them to be brand ambassadors, ready to act as an organic recruitment arm.

Perx Bridges the Gap One Micro Experience at a Time

Most rewards, loyalty and incentive programs are transient, meaning they do not have a strategy to maintain continuous engagement with the customer. They are also highly transactional, lacking a meaningful connection to the customer.

Your company needs to shift from these transient and transactional engagements to continuous and meaningful engagements. Making that change requires the ability to streamline the customer journey user experience and make each engagement personalized for the individual.

Perx makes it possible to string multi-action engagements into a seamless customer journey, combining specific customer actions with collaborative or competitive challenges to increase stickiness. As a result, each micro experience is a potential wow or Aha! moment.

By unearthing deeper insights into customer behavior and creating additional customer-brand touchpoints, you can stay top-of-mind as you build your brand’s tribe and gamify critical journey milestones to increase campaign completion and engagement rates.

The proof of what Perx can do to unify your customer experience strategy is undeniable. See what we have already done for our partners:

  • Leading telco: enjoyed 50% customer acquisition in 8 months and increased net new revenues by 100%.
  • Popular retail company: drove transactions worth $34M in the first 60 days after launching the campaign and acquired 225% unique customers.
  • Mobile-first bank: reached a 99.8 last-mile redemption rate, with 601K users engaged and 2.5M rewards redeemed.

Want your business to be predictably successful? Watch this short video of how Perx uses gamification to drive MAU and schedule a demo.

CUSTOMER SUCCESS STORIES

Large Retailer + Perx

Thailand’s largest mall operator envisions double digit rise in footfall and revenue

Read More

Telecom Giant + Perx

Telecom giant re-thinks customer loyalty in the digital age

Read More

Top Asian Bank + Perx

Top Asian bank leverages an innovative engagement platform to achieve S$24M in new revenue

Read More