This weekend I opened my Uber app to get a ride and noticed something amazing. Their latest release mirrors our methodology.
The new Uber feature emphasizes notifications and places important content at the bottom of the screen. Previously, notifications were contained in the hamburger menu on the upper left-hand corner. Other times, Uber used popup-like full-screen takeovers to advertise key content in-app.
When the user first opens Uber, a small notification with a number will display at the bottom of the screen. This signals how many unread pieces of content are available. For others, it might display text like the screenshot below. The text is not fully displayed, but provides enough context to raise user curiosity -in this case, “Uber Gift Cards”.
Once the user clicks the message, a full stack of Messages display. Each original piece of content lives in its own “card”. Users can then scroll through the cards to see what is available, and each card requests a unique call to action. Here you can purchase Gift Cards, Invite Your Friends to get free rides or Drive with Uber.
Take a look for yourself and see if the content displayed for you is different from the cards below:
Each card is more than content. The cards also contain unique experiences where customers interact with purchases, content, social sharing, and other types of engagement. A full suite of in-app marketing experiences to upsell and acquire new customers are personalized to each user.
One of the greatest challenges as a startup is our innovative ideas are often met with resistance to implementation, testing, and prove learnings. Having the most valuable startup in the world use the same tactics validates our team and our clients.
Uber is famously known for its ability to build a great user experience and products that create viral growth coefficients. Andrew Chen, the Director of Growth at Uber, legendary Growth Hacker and serial growth expert in Silicon Valley, uses mobile notifications that deliver personalized content at the bottom of the screen, just like us.
My interpretation of why content presented in this manner is so useful and preferred lies in evolutionary mobile behavior. One minute and 6 inches of real estate is the maximum capacity for attention we have with our phones today - and it’s not easy to capture. For commerce, sites are significantly deeper with more pages than mobile apps, so it is unlikely users go to each important page on the conversion path.
By bringing the right content to the user, the chances of capturing attention increases significantly. Additionally, building and driving app growth isn’t realistic for every merchant. For these clients, figuring out a way to “appify” their existing site will go much further than investing significant resources in building and supporting apps across iOS and Android platforms.
There are other major sites and apps starting to use this methodology too. Personally, this isn't causation for me to throw my arms up in defeat but instead, encourages myself and the entire AddShoppers team to keep diving deep into our client’s data and figure out what else is going to work. Getting copied doesn’t mean we’ve been defeated. It means we are right, and more importantly, our clients can reap the rewards too.
Note: Uber did not copy us. At least, I don’t think so. We’ve never had direct interaction with them. I’d also be surprised if they knew who AddShoppers is, but we did have this idea first in November. Their version is here in February. Our ideas are awesome.