变现实战：将用户互动转化为营收与利润

Turning engagement intorevenue and profit When customers take high-value actions, that boostsbrand revenue and profitability Introduction Conversion It doesn't matter how big your audience is or howmany users engage with your company on a dailybasis if that customer interest doesn't impact thebottom line. Successfully using marketing... That’s why brands need to go beyond traditionalmessaging and engagement efforts and provide thekind of value that inspires completed transactions,repeat purchases, and increased lifetime value (LTV). ...to encourage customersto complete an action... Building an effective conversion and monetizationprogram is a foundational part ofcustomerengagement, delivering positive outcomes, drivinggrowth, and fueling long-term customer retention.XX Monetization isn't only a matter of money changinghands. It's a reflection of the value that customersfind in your brand. …which creates revenue. Monetization Smart monetization isn't one and done From short-term wins to long-term value, monetization touches every part of your business and can strengthen customer relationships. Converting free users to paid subscribers andturning casual browsers into loyalty programmembers deepens relationships and createsconsistent revenue streams that brands candepend on for the long run. From subscription renewal messages tocross-channelmessagingcampaigns, next-level monetization efforts don’t just inspireone-off purchases, they drive repeatbehaviors that benefit businesses over time. A well-structured monetization programcan lead to increased sales and bettershowcase the value of your productsthroughtargeted promotions, upselling,and cross-sellingopportunities. Cross-industry monetization challenges In a crowded digital landscape, standing outcan be a challenge. Marketers must createcompelling campaigns that captureattention and encourage action withoutoverwhelming recipients. With increasing data privacy regulations (e.g.,GDPR,CCPA), marketers must be transparentabout how customer data is collected, stored,and utilized while still gaining insights needed tofuel the experiences that inspire conversions. Accurately measuring the impact ofmonetization efforts and attributingconversions to specific campaigns is difficult,but it’s an essential part of determining whichstrategies are amplifying revenue. Recommendation for marketers Recommendation for marketers Recommendation for marketers Prioritize gatheringzero-party data—datacustomers intentionally share—through polls,preferencecenters, forms, andsurveys, thenuse these insights to support monetization. Reporting and analytics toolsenable brands tomore easily determine business impact andsee how specific efforts are affectingconversions, revenue, retention, and more. Lean intosmartsegmentationfor maximumrelevance,frequencycappingto avoidmessaging overload, andsend-timeoptimizationto reach users when they’remost likely to engage. The most common monetization use cases Certain monetization issues come up time and time again. Here's how to tackle them.Explore more complex use cases here. Upsell campaigns Abandonment campaigns Free-to-paid subscription campaigns When marketers understand each individual'sbehaviors, they can create personalized upsell flowsthat demonstrate value and inspire users to upgradeto premium products or increase order sizes. 70%of digital transactionsare never completed,making abandoned cart reminders an ideal usecase for monetization. For companies with a subscription model, nudgingusers to upgrade from a free account to a paid plandrives stronger long-term results. Streaming service provider Peacock created acampaign that leveraged behavioral segmentationto target the users most likely to upgrade. Thisapproach increasedupgrades from free-to-paidsubscriptions by 6%. Brazeresearchreveals usingwebpushnotificationsto remind users about in-progresstransactions can increase results by up to 53%,while adding GIFs to these campaigns canboostconversions by 1.3X. According toBrazeresearch, usingConnectedContent,custom filter triggers,deep links,IntelligentTiming, andAPI-triggered campaignscan helpincrease upsell conversions by as much as 7.5X. 1. Not educating new users Problem: Solution: When brands fail to explain thebenefits of their products andservices from the initial customerinteraction, that’s a missedopportunity to help customers seethe value as early as possible. Inform first-time customers aboutyour value proposition and usecases from the beginning, takingadvantage of every touchpoint—including owned channels and allyour digital platforms. When monetizationfalls short 2. Not leveraging both in-product and out-of-productmessaging Identifying the right monetization use cases iskey—but many brands run into issues as theywork to implement and optimize them. Problem: Solution: For the best results, use in-productmessaging to guide new usersthrough their buying journeys tocomplete a successful