Introduction

A website hosts numerous users daily, many of whom may be using the platform's free plan. Identifying which of these users might be interested in upgrading can be challenging, but there are indicators, such as frequent visits and consistent activity on the site. Users who fall into this category present an opportunity for businesses to introduce targeted promotions that encourage them to explore premium options.

In this article, we will focus on users who are currently on the free plan and have been actively engaging with the website. Because they are already familiar with the platform, an On-site Messaging (OSM) campaign will highlight the advantages of upgrading to the premium plan. The OSM will also offer a limited-time discount to further incentivize them to make the switch.

In this article, we will walk through the process of creating an OSM campaign to drive conversions from free to premium users.

Expected Result

Users on the free plan will see a pop-up highlighting the benefits of the premium plan and offering a limited-time discount for upgrading. This aims to increase conversions and encourage users to upgrade to the premium plan.

.

Create an OSM Campaign

In this section, let us create an OSM campaign.

Step 1: Target Users

1. Navigate to the sidebar on the left and click Engage > Campaigns and click + Create campaign, or click + Create new > Campaign.
2. Under Inbound, click On-site.
   
   You are taken to the first step, "Target users," of defining your campaign.
3. Enter the following details:
   • Campaign name: Enter a name for the campaign. For example, "Premium Plan benefits."
   • Campaign tags: Select the relevant campaign tags.
4. In the Target platforms section, select Web.
5. In the Trigger criteria section, select On Page Load to display a pop-up when the user visits the website. Set the trigger to display the pop-up when a user on the free plan visits the website.
6. In the Select trigger time section, select After Delay and set the delay to 10 seconds. When the targeted users open the website the next time, the OSM will be triggered after 10 seconds.
   
   
7. In the Select pages section, click All pages.
8. In the Target Audience section, define your audience as "users who are currently on the free plan and have been active on the website in the last 30 days."
   
   

   info	Information Campaigns become visible within minutes after publishing.

9. After the segment is refreshed, users who fulfill the segment criteria can view the campaign. For more information, refer here.
   
10. Click Next to move to the second step "Content" where you can define the content that will go into your campaign.

Step 2: Content

For our use case, let us select the New Editor, which has over 40 different designs.

The communication can be of the following two types. You can use either of these communications to nudge your users to push for the next step.

• Non-personalised communication: This would be an OSM with a simple message, such as a coupon code.
  
• Personalized Communication: This would be an OSM with details such as product name and image with an engaging message.
  

1. Select a customizable pop-up template from the MoEngage library. For this use case, we will select a non-intrusive pop-up: Nudge: upgrade with CTA
2. Design the pop-up message by performing the below-mentioned steps:
   • Add a Title: "Upgrade to Premium and Enjoy Exclusive Benefits!"
     • Style: Use a bold and attractive font to grab attention.
   • Include a List of Benefits: Highlight the key benefits of the premium plan, such as:
     • Unlimited access to all features
     • Priority customer support
     • Ad-free experience
   • Add a Discount Offer: "Limited-Time Offer: Get 20% off when you upgrade today!"
     • Style: Use a contrasting color and a larger font size to emphasize the discount.
   • Add a Call-to-Action (CTA) Button: "Upgrade Now"
     • Link: Direct the button to the upgrade page.
     • Style: Make the button stand out with a vibrant color and clear font.
   • Add a Close Button: Allow users to dismiss the pop-up if they are uninterested.
   • Add animation: You can add animation to the pop-up as well.
     
3. Click Next to move to the third step, "Schedule and goals," where you can define your campaign's schedule and goals.

Step 3: Schedule and Goals

1. In the Send campaign section, define when you want to start and end your OSM campaign and the frequency and limits to ensure the message is shown appropriately. 
   
2. In the Conversion goals section, add conversion goals that you would like to track.
3. In the Campaign priority section, assign a priority to this OSM campaign. Assigning a priority helps you decide which OSM to show a user when they are eligible for more than one OSM at a specific time. For example, selecting Critical ensures that the users will always see this even when there are other campaigns that they are eligible for. For more information, refer to Create OSM Pro Campaign.
4. In the Global Delivery controls section, turn the Ignore global minimum delay toggle on to override the defined minimum delay between any two campaigns defined in settings.
5. In the Local Delivery controls section, define the controls based on your requirements. For more information, refer to Create OSM Pro Campaign. Configure the pop-up to be shown only once per user.
   
6. Click Publish.

Conclusion

In this use case, we created an OSM campaign to drive conversions from free to premium users.

OSMs are powerful tools for reminding your users or sending an outbound message to help them proceed to the next step. By implementing this OSM campaign, users on the free plan are informed about the benefits of upgrading to the premium plan and are incentivized with a limited-time discount. This approach helps to increase conversions and encourages users to explore the enhanced features of the premium plan.