For those who provide access to content within applications or sites, content relevance is a key that unlocks user engagement.  It’s a simple concept; however, getting the right content to the right user at the right time is easier said than done, and is something that is always being tweaked and perfected.  Just look at Netflix, who awards the Netflix Prize to anyone who can improve upon their algorithm to provide more relevant content.   W3i can help put you on a path to stronger user engagement through content relevance by utilizing item-based similarities, implicit user behavioral data, and explicit user data.  Let me explain the basic concepts behind each of these components.

Item-based similarity is the simplest form of content relevance.  If a user views a piece of content in a particular category, other content relevant to that category should be displayed.   An intuitive categorization structure should be utilized so that users can discover content that is meaningful to them.

Implicit user behavioral data is based on numerous data points collected from how users are interacting with content.  These data points work in collaboration to provide a relevant offering to the user.  This involves no thinking on the user’s part; conversion rates, open rates, view rates, etc. can be used to build neighborhoods that are catalyzed by the idea that people can be grouped based on like actions. 

Explicit user data involves asking the user their content preferences.  This involves a cognitive aspect, so not all users may input this information.  This data is usually more accurate than implicit data.  By elegantly asking a user what content they prefer when they begin to use an application, during a survey or during a registration process, this data can be utilized to present the user exactly what they want to see.

For users to find value in your application or service, they must be presented with relevant content.  This is a problem that is conceptually straightforward, but in execution, becomes increasingly complex.   I’ve explained the basic concepts of item-based similarity, implicit user data, and explicit user data to improve content relevance.  Contact W3i to work with us and gain further insight into how to increase user engagement in your applications or on your sites.

Eric Montag, Product Manager, W3i Holdings, LLC
Eric uses his experience in graphic design, mobile, and internet marketing to lead the charge in product research, planning, and execution, from both a consumer and business standpoint.

Establishing user engagement for an application can be a difficult problem to solve. There are a variety of ways to tackle this issue, from up-front marketing to help tips to social features. What I will address today is how to use messaging to establish strong user engagement, helping bridge the gap between the moment an application is installed to the moment the user has experienced the full value of your product and usage becomes routine.

The best approach to continued communication with the user is to apply common sense, but you need to be sensitive at the same time. Proper messaging will facilitate a relationship, improper messaging will destroy one. Here are four common sense tips to consider when communicating with users to increase engagement:

1. Message at the Right Moment: Look for events when communicating to a user is appropriate. For example, many advertisers who work with us will message the user after the install of an application; a simply stated value message that is only shown once is a great way to let the user know that the application is here, ready to provide the user value.
2. Know when not to Message: As important as it is to understand when to message, it is just as crucial to understand when not to message. These are where sensitivity lines are drawn – messaging a user too much or when an event hasn’t sparked good reason for a message – could cause users to uninstall your application.
3. Value, Relevance and Action: The content within your message needs to hit on three points: what value does your application provide, why is this relevant to the user (even better, if you provide content with your app, why not suggest relevant content to consume), and what action they should take next. Tell the user what they need to do!
4. Be Concise and Consistent: Your product may have a ton of brilliant features! But hold yourself back; your message needs to be just that, a message – don’t inundate your user with information. Make it concise – the message shouldn’t take up the whole screen. And be consistent; brand the message box and give it a design consistent with your product. Don’t create a disjointed messaging experience.

Follow these simple guidelines to properly use messaging to establish strong user engagement. If you have any questions or tips of your own, share them with me by leaving a comment or contact W3i. Also, look forward to more posts from me on tips and tactics to improve communication, engagement, relevance and value for your users.

Eric Montag, Product Manager, W3i Holdings, LLC
Eric uses his experience in graphic design, mobile, and internet marketing to lead the charge in product research, planning, and execution, from both a consumer and business standpoint.

St. Cloud, MN, March 19, 2009 – Young Sohn, Chairman of W3i’s Board of Governors and President and CEO of Inphi Corporation, a private Analog semiconductor company, will be a panelist at GSA Emerging Opportunities Luncheon on April 7, 2009. The panel will be discussing, “Driving Semiconductor Development-Opportunities in Communications and Computing.”

The GSA Emerging Opportunities Expo & Conference brings together suppliers and semiconductor professionals in an effort to advance and cultivate global business partnerships. The panel will discuss how communications and next-generation computing (cloud computing, etc.) will provide new opportunities in emerging applications that will drive the future of semiconductor development and product delivery.

“Young Sohn’s advice and perspective are crucial to the success of W3i.” comments Andy Johnson, CEO of W3i, providing revenue and distribution generation for software marketers. “His insight will be as beneficial to those attending the GSA Conference as it is to W3i.”

About W3i:

W3i increases revenue for downloadable software, applications and digital content by providing a receptive consumer base for customized, targeted download distribution. W3i uses a network approach combining the demand for free and trial software supported by the distribution of value-added software when the consumer is in the download mindset. W3i’s Download Network uses Install IQ, W3i’s proprietary Windows installer, the first installer to be certified in the TRUSTeTrusted Download Program. Tested and optimized on over 200 million installs–currently 4.2 million installs monthly, W3i will prove to be a valued partner in growing your download business. To learn more, visit W3i’s Download Network.

Contact:
Deborah Manthei
Director of Marketing Communications
320-257-7571
deborah.manthei@W3i.com

The Company
MicroSmarts, LLC, located in Oak Brook, IL, produces software that protects consumer privacy and enhances computer performance. 

The Challenge
MicroSmarts, developers of software that protects consumer privacy, came to W3i in 2007 with an earnings problem inhibiting them from increasing the marketing of their PC performance software and expanding their business with the development of additional software products.

The Solution
MicroSmarts joined the W3i Download Network (WDN) in 4th Quarter 2006.
WDN is a network of companies with downloads either looking for
increased distribution or increased revenue.  Microsmarts submitted the free version of SpeedItUp software, which speeds up and enhances computer systems.  After passing W3i’s extensive QC review, an executable file was created using W3i’s proprietary, Install IQ Windows installer system.  MicroSmarts used its consumer demand for the free version of its SpeedItUp software to drive traffic through the ad-supported installer system.  Revenue was generated from W3i’s network of software clients, Yahoo!, Weatherbug, the Real Network, etc., willing to pay for the distribution of their software.  SpeedItUp users downloaded value-added software in addition to their free SpeedItUp software; and MicroSmarts was paid for enabling the increased distribution of value-added software supplied by the W3i’s network of partners.

The Results
Results were immediate; in the first full month SpeedItUp earned $14,084 and monthly revenue has continued to grow with optimization improvements.  MicroSmarts earnings totaled $309,507 over one year with W3i’s Download Network.  SpeedItUp was also able to add to its revenue by offering free users the paid version of their software.  MicroSmarts now has additional cash to infuse into its business to allow its continued growth.

Find Out More
To learn more about W3i’s Download Network and how you can increase revenue and distribution for your downloads, Contact Us.

St. Cloud, MN, March 13, 2009 – W3i, providing revenue and distribution generation for software marketers, announced that it was named to the Upshot50, a listing of the most innovative, powerful and useful marketing tools and technologies.

“We are excited to be included in the Upshot50,” said Andy Johnson, CEO. “W3i has worked for over nine years perfecting a proprietary Windows installer, Install IQ, supporting a network of download marketers that are either looking for increased distribution or increased revenue for their consumer downloads.  It is great to be recognized among the ranks of innovative marketing companies like Omniture, Adfusion, and PRWeb.”

The Upshot50 are companies recognized for offering the most innovative, powerful and useful marketing tools and technologies that are empowering marketers in today’s complex new world. Recognized leaders in the field, the Upshot50 are marketing technology providers reshaping the world of marketing.

The Upshot Institute is an information, analysis, education and consulting services firm, with a focus on marketing technology and the ways in which it may be applied in marketing organizations. The Upshot Institute delivers a range of useful resources and opportunities for both marketers and vendors, such as free on-demand summits, workshops, vendor reports, podcasts and the insanely popular Upshot50 Awards. For more information, please visit www.UpshotInstitute.com.

About W3i: 

W3i increases revenue for downloadable software, applications and digital content by providing a receptive consumer base for customized, targeted download distribution.  W3i uses a network approach combining the demand for free and trial software supported by the distribution of value-added software when the consumer is in the download mindset.  W3i’s Download Network uses Install IQ, W3i’s proprietary Windows installer, the first installer to be certified in the TRUSTeTrusted Download Program.  Tested and optimized on over 200 million installs–currently 4.2 million installs monthly, W3i will prove to be a valued partner in growing your download business. To learn more, visit W3i’s Download Network.

Contact:
Deborah Manthei
Director of Marketing Communications
320-257-7571
deborah.manthei@W3i.com

Throughout the past year, W3i focused on optimizing landing pages. Considerable success was made from A/B testing translating to increases in bottom line revenue. Several tests saw double digit percentage increases in EPC (earnings per click) and downloads. Although success was made, optimization is an ongoing process that doesn’t stop at landing pages, extending to keywords, installer skins, and consistency in the overall installation process.

The key to a successful text ad campaign is matching your landing page keywords to your ad keywords. This same concept applies to the creatives you use later in the process, such as the installer. Creating consistency through the entire download process from the landing page onward is the ideal scenerio; and this led to our installer testing. The ultimate goal of this installer optimization was to increase conversions, defined by how many users accept offers and download the product, as well as overall revenue. Below is how W3i’s first installer test resulted in an increase in both EPC (earning per click) and downloads.

By creating consistency, aligning the design used in the installer with the design used on the landing page, we saw significant lifts in EPC (earning per click) ranging from 10%-15% due to increased conversions.

Background:  W3i recently redesigned wallpapers.com, a consumer site which offers three different types of downloadable wallpapers: static wallpapers, animated wallpapers, and wallery, an application that rotates wallpapers. This radical redesign drew attention to subsequent creatives in the installation. After reviewing the entire download process, W3i considered the potential benefit of an installer that offered more design consistency with the site (our optimized landing page in this case). The site is merely an entry point to complete the installation process. After hitting the“Download” button, the user reaches an installer where they start the installation process, accept offers and ultimately download the product.

Optimization Test:  The task was simple and required W3i to align the installer creatives with the site creatives and then test the new installer creative against the original.

Wallpapers.com Site: This page is treated like a download page and
starts the installer when the user hits “Download Now.”

Control: The original installer – lovely              New Design: Notice the black skin with the
design, but not very consistent with the site      blue shading that resembles the design used
creative.                                                            on Wallpapers.com.

Results:  The new installer provided significant lifts in EPC (earning per click) ranging from 10%-15%. Completed downloads also increased conversions anywhere from 3%-10%, depending on the product. Providing consistency in the install process clearly made users flow through the download and complete the install with less hesitation.

W3i’s optimization efforts provide considerable rewards, and we will continue to find better ways to increase conversion rates. With the valuable learnings as a result of our installer test, W3i intends to move forward with several more tests and make the download process a seamless and consistent user experience from start to finish.

Jessie Golombiecki, Marketing Specialist, W3i
Jessie uses her experience in internet marketing, graphic design and testing to lead the charge in marketing management optimizing all touchpoints with consumers.